原标题：听花酒的“疯狂营销”之路：在众多央媒打广告，被曝光后迅速删除

3月15日，央视3·15晚会曝光卖5万多元的听花酒国际专利未被认定，“高科技”凉味剂竟是常见薄荷提取物，“提升免疫力、改善睡眠、调节生理紊乱、抗衰老”等功效的宣传也遭质疑。同时，听花酒这些年的众多夸张宣传手段也逐一被披露出来。

听花酒从问世以来就一直伴随着争议与极高的关注度，其高热度离不开铺天盖地的广告。近年来，听花酒在互联网和众多媒体上发布广告，宣传产品价值，声称品牌破圈，广告甚至登上了人民日报、新华社、央视等央媒平台。3月16日下午，新黄河记者搜索多家听花合作媒体此前发布的宣传报道，发现报道基本都已被删除。同日，接近中央广播电视总台广告经营部门的消息人士透露， 2023年，听花酒曾短暂登上央视部分频道广告，频道宣传本身符合广告法要求。后来，总台广告部门在日常监控中发现，该酒线下存在诸多虚假宣传情形，价格畸高，已于2023年4月决定终止其广告投放。

对此，酒水行业研究者欧阳千里表示，企业广泛宣传的风险在于当多数人认为其达到疯狂甚至野蛮的程度时，一旦陷入舆情风波，便很难得到公众的同情，从而加剧舆情扩大的风险。

“仙人指路”的听花酒，曾找众多媒体背书

听花酒问世于2020年，是宜宾听花酒业发展有限责任公司旗下品牌，由青海春天药用资源科技股份有限公司负责经销，总设计师为青海春天董事长张雪峰。目前听花酒已在北京、天津、唐山、成都、济南、烟台、潍坊、东营、德州、聊城、苏州、金华、榆林等多个城市开放体验店，且多由经销商投资经营。其产品中听花酱香白酒精品装750ml售价高达每瓶58600元，标准装750ml售价为5860元。

张雪峰此前在接受媒体采访中表示，自己的灵感来自于太上老君在自己手心写了一个“活”字，让听花酒蒙上一层神秘色彩。听花官网上还对张雪峰所称“神仙托梦”的故事也有详细描述。

新黄河记者注意到，听花酒从问世以来就一直伴随着争议与极高的关注度。有业内人士认为，听花酒的高热度离不开媒体的背书与铺天盖地的广告。

早在2021年4月，听花酒问世之前，新华社就曾刊发题为《开局十四五企业新作为丨关注白酒口味与饮用价值的全面提升》的报道称，“听花酒为白酒行业打开春天之门。”文章中还称，“‘听花’实际上是对传统酿酒技艺里最高境界的表达，它意味着人们可以调动除口腔、鼻子、眼睛之外的其他感官来认识酒。打开感知是听花酒的精神内涵。”

记者检索听花官网发现，听花曾入选人民日报社品牌强国计划，听花产品的广告也多次刊发于人民日报版面之上。2022年1月20日出版的人民日报，曾整版刊登了“听花酒创新制化增益工艺”。

据媒体报道，“品牌强国计划”旨在“秉持权威公信，代表中国立场，扶持民族品牌”，致力于为中国品牌创新升级注入活力，为中国品牌享誉全球保驾护航，为实现中国制造向中国创造转变、中国速度向中国质量转变、中国产品向中国品牌转变提供不竭动力。听花此次入选，标志着其开创的制化增益新工艺得到权威媒体认同，将以领军者身份引领行业共性技术新突破，赋能白酒业高质量发展，助力中国制造复兴。

公开消息显示，在2023年11月11日，听花酒在成都举行的“开启中国白酒再酿造时代·听花酒体定型发布会”上，人民日报社、新华社、中央广播电视总台、红星新闻、封面新闻、每日经济新闻等45家媒体机构代表，来自北京、山东、广州、浙江的听花酒合作伙伴，齐聚成都兴隆湖畔，共同见证了“白酒新贵”听花酒的响亮宣言。

上述发布会上，人民日报、中央广播电视总台等代表同青海春天股份公司签署战略合作协议，各方将在听花品牌表达、市场推广等多个维度上加强合作，推动听花酒走深走实走大。

听花酒的系列广告也曾登上央视多个频道。参考消息报社与新华社新闻信息中心联合打造的“中国城市国际传播论坛”上，也有听花酒的身影。去年，北京商报更是刊发报道称，“‘天价’背后，听花酒在产品品质上所下的功夫也超乎想象。”

此外，多名网友表示，在机场、航空杂志、楼宇电梯等户外场所经常见过听花酒的广告。新潮传媒集团1月24日曾发文称，听花酒品牌广告全面登上新潮电梯海报，从高端写字楼到高档住宅小区，瞄准高净值人群，展开品牌传播。“听花酒品牌认为，电梯海报广告具有24小时稳定曝光的媒介属性，尤其适合呈现更多、更详细的品牌信息。比如，听花酒此次发布的电梯海报广告从产品角度更全面地解读了被誉为‘天价白酒’的听花酒为什么那么贵，揭示了听花酒好喝的口感以及极致的酿造工艺，让受众在乘坐电梯时可以更好地了解品牌，并且以其产品的独特性形成在消费者心智中的占位，形成品牌记忆，想到5680元或56800元一瓶的‘天价白酒’，就自然会联想到听花酒，而让受众记住品牌，这本身就是广告的重要目的之一。”

财报数据显示，2022年，青海春天1.23亿元的销售费用中，有7413.62万元为广告宣传费，同比增200.8%。其中，在机场、央视投放听花广告花费1965万元；纸媒听花广告投放915万元；北上广深听花酒梯媒、智能屏广告515万元。

天价酒“碰瓷”大厂，为热度进一步加温

值得一提的是，上次听花酒登上网络热搜，还是因不正当竞争行为，被贵州茅台、泸州老窖起诉。

2021年下半年，听花酒使用百度搜索推广“关键词竞价排名”时，使用了“飞天茅台”“茅台”“国窖1573”等关键词，被质疑“碰瓷”式营销。2022年，贵州茅台和泸州老窖将听花酒告上法庭。

2022年5月27日，听花酒业在官方微博回应被茅台和泸州老窖分别起诉称，目前正在了解详细情况准备应诉，相信法律会有公正评判。

听花酒在声明中称，听花酒业曾与成都百度科技有限公司签署协议并于2021年9月上旬在百度平台进行过两周的推广服务测试。根据与百度公司的协议约定，听花酒业提供的推广信息不含有任何违反国家有关法律、法规的内容，符合百度相关政策和规定。2022年5月20日，在网上得知被茅台和泸州老窖起诉一事，马上主动去法院领取了相关文件。在此之前，公司并没有收到过相关沟通文件或律师函，对此完全不知情。

2023年8月，听花酒业在官网发布了上述起诉事项的终审结果声明。声明中称，8月18日，公司收到四川省高级人民法院做出的(2023)川知民终185号和186号民事判决书。法院认为听花酒业上述行为不构成商标侵权，但属于《中华人民共和国反不正当竞争法》第二条第二款规定的不正当竞争行为。

依据第十七条第四款规定，基于贵州茅台和泸州老窖未举证证明其因被侵权所受损失和侵权人所获利益，但结合贵州茅台和泸州老窖的企业知名度等因素，最终法院裁决该公司赔付贵州茅台30万元、泸州老窖20万元。

值得一提的是，在这份关于案件的声明中，听花酒业专门“致歉、致谢、反思”，感谢五粮液包容谅解，公布另外77家“被测试”企业名单并致歉。听花酒业以“短期测试”为由解释其“无心之过”。声明发出后，引发广泛争议，被业界和网友称为，“刷新无耻下线”。

业内人士表示，听花酒业深谙营销之道，虽然致歉，却让品牌保持了极高的热度。“省了一大笔广告费”。

专家：过度营销是把“双刃剑”，或令消费者产生厌恶心理

酒水行业研究者欧阳千里告诉新黄河记者，听花在主观上存在过度营销的可能，公司层面或许并未在传播上使用过度营销，但实际执行中的工作人员可能会为了更快速动销而约定俗成的使用“功效”“健康”等法律不允许的话术。

“广泛宣传的风险在于当多数人认为其达到疯狂甚至野蛮的程度时，一旦陷入舆情风波，便很难得到公众的同情，从而加剧舆情扩大的风险。”欧阳千里说。

中国酒业独立评论人肖竹青在社交媒体上表示，听花酒是非常明显的收智商税的产品，炒作大于实际，甚至这样的智商税产品在市场上也几乎很难收割韭菜。白酒的工艺和配方信息公开透明，听花酒的售价远高于成本。促成高端白酒销售最重要的因素是社交属性，而听花酒不具备文化基因，梦中的故事无法建构品牌的底蕴，听花酒以保健品领域信息不对称的营销模式来做白酒行业并不能长久。

对于有网友质疑听花酒可能存在过度营销之嫌一事，河南泽槿律师事务所主任付建认为，商品如果过度营销首先会使得消费者对于商品产生厌恶的心理，对品牌形象和声誉造成负面影响。此外，过度营销会导致顾客对品牌感到疲惫和厌倦。如果过度宣传的商品与实际商品不符不仅会使得消费者心理产生落差感，严重的还涉及虚假宣传。

付建表示，在营销过程中，企业应当遵守相关法律法规，如实宣传产品的性能、功能和效果。过度营销行为不仅违反了市场竞争原则，还可能触犯相关法律法规，给企业带来法律风险。一旦被查处，企业将面临罚款、赔偿甚至吊销营业执照等严重后果。

相关链接：

新黄河现场实探：全国多地听花酒体验店暂停营业，有店门被苫布遮盖

记者:刘海奎 编辑:孙菲菲 校对:汤琪 

责任编辑：曾琳 UN972

新闻译文：

Original title: The "Crazy Marketing" Path of Tinghua Wine: After being exposed in numerous central media advertisements, it was quickly deleted

On March 15th, the CCTV 3.15 evening party revealed that the international patent for Tinghua liquor, which sold over 50000 yuan, had not been recognized. The "high-tech" cooling agent was actually a common mint extract, and the promotion of its effects such as "enhancing immunity, improving sleep, regulating physiological disorders, and anti-aging" was also questioned. At the same time, many exaggerated promotional methods of Tinghua Wine have also been revealed one by one over the years.

Since its inception, Tinghua liquor has been accompanied by controversy and high attention, and its high popularity cannot be separated from the overwhelming advertising. In recent years, listening to Huajiu has published advertisements on the Internet and numerous multimedia to publicize the product value and claim that the brand is broken. The advertisements have even been published on the People's Daily, Xinhua News Agency, CCTV and other central media platforms. On the afternoon of March 16th, a reporter from New Yellow River searched for promotional reports previously released by multiple cooperative media outlets and found that most of the reports had been deleted. On the same day, sources close to the advertising department of China Central Television revealed that in 2023, Tinghuajiu briefly appeared in advertisements on some channels of CCTV, and the channel promotion itself met the requirements of the Advertising Law. Later, the advertising department of the headquarters discovered in daily monitoring that there were many false advertising situations offline for the wine, and the price was abnormally high. It was decided to terminate its advertising in April 2023.

Regarding this, beverage industry researcher Ouyang Qianli stated that the risk of widespread promotion by enterprises lies in the fact that when most people believe it has reached a level of madness or even barbarism, once it falls into public opinion turmoil, it is difficult to gain public sympathy, thereby exacerbating the risk of public opinion expansion.

"The Immortal's Guide" Tinghua Wine has been endorsed by various media outlets

Tinghua liquor was launched in 2020 and is a brand under Yibin Tinghua Liquor Industry Development Co., Ltd. It is distributed by Qinghai Spring Medicinal Resources Technology Co., Ltd. The chief designer is Zhang Xuefeng, Chairman of Qinghai Spring. At present, Tinghua Wine has opened experience stores in multiple cities such as Beijing, Tianjin, Tangshan, Chengdu, Jinan, Yantai, Weifang, Dongying, Dezhou, Liaocheng, Suzhou, Jinhua, Yulin, and is mostly invested and operated by distributors. Among its products, the price of 750ml of Tinghua Maotai flavor Baijiu boutique is as high as 58600 yuan per bottle, while the price of 750ml of standard package is 5860 yuan.

Zhang Xuefeng previously stated in a media interview that his inspiration came from Tai Shang Lao Jun writing a "live" character in his palm, which added a mysterious touch to the listening to flower wine. There is also a detailed description on the official website of Tinghua about the story of Zhang Xuefeng, who is referred to as "a fairy daydreaming".

The New Yellow River reporter noticed that Tinghua liquor has been accompanied by controversy and high attention since its release. Some industry insiders believe that the high popularity of Tinghua liquor cannot be separated from the endorsement of the media and the overwhelming advertising.

As early as April 2021, before the advent of Tinghua Liquor, Xinhua News agency published a report entitled "New Actions of Enterprises in the 14th Five Year Plan Period to Pay Attention to the Overall Improvement of Baijiu Taste and Drinking Value", which said, "Listening to Huajiu opens the door to spring for the Baijiu industry." The article also said, "Listening to Huajiu is actually an expression of the highest level in traditional brewing technology, which means that people can mobilize other senses except the mouth, nose and eyes to understand wine. Opening perception is the spiritual connotation of listening to Huajiu."

The reporter searched the official website of Tinghua and found that Tinghua was once selected for the People's Daily Brand Strong Country Plan, and its products have also been advertised multiple times on the People's Daily page. The People's Daily, published on January 20, 2022, once published a full page article titled "Innovative Technology for Making and Enhancing Tinghua Wine".

According to media reports, the "Brand Strong Country Plan" aims to "uphold authority and public trust, represent China's position, and support national brands", committed to injecting vitality into the innovation and upgrading of Chinese brands, safeguarding the global reputation of Chinese brands, and providing inexhaustible power for the transformation of Chinese manufacturing to Chinese creation, Chinese speed to Chinese quality, and Chinese products to Chinese brands. The selection of Tinghua this time marks that its new process of institutionalization gains the recognition of authoritative media, and will lead the new breakthrough of common technology in the industry as a leader, enabling high-quality development of liquor industry, and helping the revival of Chinese manufacturing.

According to the public information, on November 11, 2023, at the "Opening the Era of Chinese Liquor Re brewing · Tinghua Liquor Body Finalization Conference" held in Chinese Baijiu, representatives of 45 media organizations, including People's Daily, Xinhua News Agency, China Central Radio and Television, Red Star News, cover News, and Daily economic News, as well as partners from Beijing, Shandong, Guangzhou, and Zhejiang, gathered by the Xinglong Lake in Chengdu to witness the loud declaration of "the new rich in Baijiu".

At the aforementioned press conference, representatives from People's Daily, China Central Radio and Television Station, and Qinghai Spring Co., Ltd. signed a strategic cooperation agreement, in which all parties will strengthen cooperation in multiple dimensions such as Tinghua brand expression and market promotion, and promote the deepening and expansion of Tinghua liquor.

The series of advertisements for Tinghua liquor have also appeared on multiple channels of CCTV. At the "China Urban International Communication Forum" jointly created by Reference News Agency and Xinhua News Agency Information Center, there is also the presence of Tinghua Wine. Last year, the Beijing Business Daily published a report stating that "behind the 'sky high price', the efforts made by Tinghua liquor in product quality are beyond imagination."

In addition, multiple netizens have stated that they often see advertisements for listening to flower wine in outdoor places such as airports, aviation magazines, and building elevators. On January 24th, Xinchao Media Group announced that the Tinghua liquor brand advertisement has been fully featured on the posters of Xinchao elevators, targeting high net worth individuals and spreading the brand, from high-end office buildings to high-end residential communities. "Tinghuajiu brand believes that the elevator poster advertisement has the media attribute of 24-hour stable exposure, which is particularly suitable for presenting more and more detailed brand information. For example, Tinghuajiu's elevator poster advertisement released this time has more comprehensive understanding of why Tinghuajiu, known as" sky high Baijiu ", is so expensive from the perspective of products, revealed the delicious taste of Tinghuajiu and the ultimate brewing technology, so that the audience can better understand the brand when taking the elevator, and form a place in the minds of consumers with the uniqueness of its products, forming the brand memory. When thinking of the" sky high Baijiu "with a bottle of 5680 yuan or 56800 yuan, it will naturally associate Tinghuajiu with the audience to remember Brand, which is one of the important purposes of advertising."

According to financial report data, in 2022, out of the sales expenses of 123 million yuan in Qinghai Spring, 74.1362 million yuan was spent on advertising and publicity, an increase of 200.8% year-on-year. Among them, advertising for listening to flowers at airports and CCTV cost 19.65 million yuan; Paper media advertising for flower listening costs 9.15 million yuan; Beijing, Shanghai, Guangzhou, and Shenzhen listen to flower wine elevator media and intelligent screen advertising for 5.15 million yuan.

Heavenly priced liquor "hitting porcelain" large factory, further heating up the heat

It is worth mentioning that the last time Huajiu was on the Internet, it was sued by Kweichow Moutai and Luzhou Laojiao for unfair competition.

In the second half of 2021, when Tinghua liquor used Baidu search to promote "keyword bidding ranking", it used keywords such as "Feitian Maotai", "Maotai", and "Guojiao 1573", which was questioned for its "hitting porcelain" marketing style. In 2022, Kweichow Moutai and Luzhou Laojiao will take Huajiu to court.

On May 27, 2022, Tinghua Liquor Industry responded on its official Weibo account that it was sued by Maotai and Luzhou Laojiao respectively, stating that it is currently understanding the detailed situation and preparing to respond, and believes that the law will make a fair judgment.

Tinghua Wine stated in a statement that it had signed an agreement with Chengdu Baidu Technology Co., Ltd. and conducted a two-week promotion service test on the Baidu platform in early September 2021. according to the agreement with Baidu, the promotional information provided by Tinghua Liquor Industry does not contain any content that violates relevant national laws and regulations, and complies with Baidu's relevant policies and regulations. On May 20, 2022, upon learning about the lawsuit filed by Maotai and Luzhou Laojiao online, I immediately took the initiative to go to the court to collect the relevant documents. Prior to this, the company had not received any relevant communication documents or lawyer's letters, and was completely unaware of this.

In August 2023, Tinghua Liquor Industry released a final verdict statement on its official website regarding the aforementioned lawsuit. The statement stated that on August 18th, the company received civil judgments (2023) Chuan Zhi Min Zhong 185 and 186 issued by the Sichuan Provincial High People's Court. The court believes that the above-mentioned actions of Tinghua Liquor Industry do not constitute trademark infringement, but belong to the unfair competition behavior stipulated in Article 2 (2) of the Anti Unfair Competition Law of the People's Republic of China.

According to the fourth paragraph of Article 17, based on the fact that Kweichow Moutai and Luzhou Laojiao did not provide evidence to prove their losses caused by the infringement and the interests of the infringer, but combined with the enterprise popularity of Kweichow Moutai and Luzhou Laojiao and other factors, the court finally ruled that the company should pay 300000 yuan to Kweichow Moutai and 200000 yuan to Luzhou Laojiao.

It is worth mentioning that in this statement regarding the case, Tinghua Liquor Industry specifically apologized, expressed gratitude, and reflected on the situation, thanked Wuliangye for its tolerance and understanding, and released a list of 77 other "tested" enterprises and apologized. Tinghua Liquor Industry explained its "unintentional mistake" under the pretext of "short-term testing". After the statement was issued, it sparked widespread controversy and was referred to by the industry and netizens as "refreshing shameless offline.".

Industry insiders say that Tinghua Liquor Industry is well versed in marketing, and although apologizing, it has kept the brand extremely popular. I saved a lot of advertising expenses.

Expert: Overmarketing is a double-edged sword that may cause consumers to develop aversion

According to Ouyang Qianli, a researcher in the beverage industry, there is a possibility of excessive marketing in the subjective aspect of Tinghua. While the company may not have used excessive marketing in communication at the company level, actual staff members may use language that is not allowed by law, such as "effectiveness" and "health", in order to achieve faster sales.

"The risk of widespread publicity is that when most people believe it has reached a level of madness or even barbarism, once it falls into public opinion turmoil, it is difficult to gain public sympathy, thereby exacerbating the risk of public opinion expansion," said Ouyang Qianli.

Xiao Zhuqing, an independent commentator for the Chinese liquor industry, stated on social media that Tinghua liquor is a very obvious product subject to intelligence tax, with hype outweighing reality. Even such intelligence tax products are almost difficult to harvest in the market. The process and formula information of Baijiu is open and transparent, and the price of Tinghua liquor is far higher than the cost. The most important factor contributing to the sales of high-end Baijiu is the social attribute. However, Tinghua Liquor does not have cultural genes, and the story in the dream cannot build the brand details. Tinghua Liquor can not be used as a Baijiu industry for a long time with the marketing model of asymmetric information in the field of health products.

Regarding the suspicion among netizens that Tinghua liquor may have excessive marketing, Fu Jian, director of Henan Zejin Law Firm, believes that excessive marketing of products will first cause consumers to develop a disgust towards them, which will have a negative impact on brand image and reputation. In addition, excessive marketing can lead to customers feeling tired and tired of the brand. If the excessively promoted products do not match the actual products, it will not only create a sense of gap in consumer psychology, but also seriously involve false advertising.

Fu Jian stated that in the marketing process, enterprises should comply with relevant laws and regulations, truthfully promote the performance, functionality, and effectiveness of their products. Excessive marketing behavior not only violates market competition principles, but may also violate relevant laws and regulations, bringing legal risks to enterprises. Once investigated and punished, enterprises will face serious consequences such as fines, compensation, and even revocation of business licenses.

Related links:

On site exploration of the New Yellow River: Many flower wine experience stores across the country have suspended operations, and some of their doors have been covered with tarpaulin

Reporter: Liu Haikui Editor: Sun Feifei Proofreading: Tang Qi Returns to Sohu, View More

Responsible editor: Zeng Lin UN972

重点词汇

• 花酒 dinner party with singsong girls in attendance

• 薄荷 mint ; peppermint ; bergamot ; Mentha haplocalyx, field mint

• 逐一 one by one ; in turn

• 问世 be published ; come out ; see the light of day

• 伴随着 along with ; be accompanied by

• 热度 heat ; temperature ; degree of heat ; 〈口〉fever

• 离不开 Inseparable ; cannot be separated from ; cannot do without ; can't do without

• 铺天盖地 overspread ; blot out the sky and cover up the earth

• 近年来 in recent years

句子成分分析：

The process and formula information (of Baijiu) is open and transparent, || and the price (of Tinghua liquor) is 

far higher [than the cost].

句子语法结构详解：

(higher 为 high 的比较级形式)

* 第1个 is 为系动词作谓语，采用一般现在时。
* open 为形容词作表语。
* 第3个 and 为并列连词，连接并列句。
* 第2个 is 为系动词作谓语，采用一般现在时。
* high 为形容词作表语。
* the 为定冠词。

句子相关词汇解释：

Vocabulary:

句子成分分析：

On site exploration (of the New Yellow River): Many flower wine experience stores (across the country) have suspended 

operations, || and some (of their doors) have been covered with tarpaulin

句子语法结构详解：

* suspended 为谓语，采用现在完成时。
* and 为并列连词，连接并列句。
* covered 为谓语，采用现在完成时和被动语态。
* their 为形容词型物主代词。some 为不定代词。have, been 为助动词。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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