Shuanghui Development Fell By Nearly 7%&Nbsp; Crisis Public Relations Should Not Be Changed Sincerely.

Editor's note: deep clenbuterol scandal Shuanghui After resuming two consecutive stops, it opened its limit last Thursday, but again on Friday. Suspension The reason is that there is news that its previously announced Sale The data is surprisingly good because the company conceals key commitments.

Last Saturday, Shuanghui development issued a notice acknowledges that the company did promise to return 100% to dealers, with losses borne by Shuanghui. However, Shuanghui did not explain the reasons for hiding the information and did not know whether it would take legal responsibility to mislead investors.

As of today's closing, Shuanghui development reported 58.52 yuan, down 6.96%, traded 446 thousand and 800 hands, turnover ranked two in the third place, the market also once stopped.

Shuanghui was challenged to hide key commitments.

In April 19th, Shuanghui development announced and resumed the situation of clenbuterol verification. In the announcement, Shuanghui development described the average daily deliveries of fresh frozen meat and meat products, and returned to the average daily shipments of 70%~80% in the first half of March 2011. The daily return amount was about 90000000, and returned to 72% of the average daily recovery in the first half of March.

After two consecutive stops, Shuanghui finally opened its limit in April 21st, down 0.24% all day. Just as institutions and retail investors were ready to breathe a sigh of relief, last week's may day news put Shuanghui development on the cusp.

Reported: Shuanghui cold meat in Shanghai almost disappeared, sales of ham sausage in some supermarkets in Beijing area shrank by over 50%, while sales in Southern China were cold, while Shuanghui products in Chengdu area were still on the shelves. Sales of most dealers declined sharply, with a decrease of 50% and 80% respectively. The reason for the discrepancies between the announcement and the reality is that Shuanghui undertakes that the products sold by the dealers before May can be returned unconditionally, and that the loss of the returned products will not be borne by the dealers.

It is precisely because Shuanghui has such a commitment. Therefore, it is questioned that dealers do not take risks, so they can sell goods without considering the actual sales volume. Only when the sales data of "outstanding" are announced in the previous 19 days announcement, and because Shuanghui disclosed the sales data that concealed important commitments, this information will also directly affect investors' investment decisions.

In response to the above news, on Friday morning, the Shenzhen Stock Exchange issued a notice once again that: because the media reported the undisclosed information of Henan Shuanghui investment development Limited by Share Ltd, the company will apply for temporary suspension of Shuanghui development from 10:30 on April 22nd.

Shuanghui response: acknowledges the 100% return policy

In response to media reports about concealing key commitments, Shuanghui development (000895) issued a clarification announcement that compared with the previous return policy, the company's new return policy commitments made that the policy of overdue sales of unsalable goods before May 1, 2011 was adjusted to 100% by the original Shuanghui 50%, and new products were added in the return range. The other three types of unsalable products return policies remained unchanged, and 100% of them did not change.

In the latest Clarification Announcement, Shuanghui development also indicated that there was no big difference between the company's performance and the disclosed performance notice and performance bulletin.

Analysis will directly affect investor decision making.

Some analysts believe that it is precisely because Shuanghui has previously disclosed sales data that concealment important commitments, this information will also directly affect investors' investment decisions. Without knowing the relevant commitments behind the data, because seeing good recovery data and buying stocks from Shuanghui development, dealers will be refunded, the recovery process can not reach the previous expectations, the share price will fall, and who should bear the loss of investors?

Data show that last year, a total of 169 funds held a total of 216 million shares of Shuanghui, Shuanghui development has been three consecutive down, the loss of fund companies has more than 5 billion, of which the most injured is the largest number of holdings of the global fund.

The fund also let Shuanghui choke.

As of the end of 2010, a total of 164 funds held Shuanghui development, totaling 216 million shares. Among them, 16 of the funds held the ratio of Shuanghui development to 5% of the fund's net value. Data show that in the first quarter, Morgan's advantage in China was reduced by at least half of Shuanghui development. In addition, there are two heavyweight Shuanghui development funds under Boshi and Xingye Global Holdings. It is worth noting that a quarterly report shows that Dacheng Jingyang is leading the first quarter of the development of 300 thousand stocks in Shuanghui, and the core of Dacheng is also developing 200 thousand shares in the first quarter.

Strange singing many reports were accused of fooling 30 collective brokers collective aphasia Shuanghui incident

Dong Junfeng, an analyst at Galaxy Securities, has made many strange noises after the exposure of Shuanghui "lean meat essence" incident. CIC securities is also highly recommended for several times. In April 18th, Zhang Lei, a Securities researcher, said that Shuanghui would create an excellent medium and long term buying opportunity after the resumption of Shuanghui. In April 21st, when Shuanghui had already reached its two limit, Zhang Lei once again released the report "highly recommended".

These research reports were seriously despised by investors. Some investors said that these research reports and Shuanghui's "nostrils" should be discarded as rubbish. A well-known brokerage analyst told the Beijing Morning Post reporter, "lean meat essence" incident before, Shuanghui Development Research Report issued by more than 30 brokerages, after the exposure, only 6 brokers issued a comment on this event. Nearly 30 brokerages collectively "lost their voice", reflecting the attitude of mainstream brokerages to the incident.

Shuanghui shows "show" flavor, crisis public relations or sincere change?

Since March 15th, the "lean meat" pig came into Jiyuan Shuanghui food Co., Ltd. was disclosed by the media. In the face of this unexpected crisis, Shuanghui group launched a series of self rescue actions. However, the self redemption of Shuanghui seems rather "elegant".

On 16 and 17 March, Shuanghui group issued a statement on the "lean meat essence" incident on its official website for two consecutive days, apologizing to consumers, ordering the Jiyuan branch to suspend production and rectify, and set the annual March 15th food safety day.

The most dramatic scene happened in March 31st. On the day of the Shuanghui group's ten thousand workers' meeting, they apologized to Wan long, the head of Shuanghui group, which made a sharp contrast.

In April 6th, the manager of the Chongqing group in Shuanghui group was a safe and safe food for the public to convince the public that the newly released Shuanghui products were available.

Even more people questioned the Shuanghui apology and redress sincerity, in April 18th Shuanghui announcement released the "lean meat essence" incident investigation results, said the "lean meat essence" incident is due to the individual staff in the procurement link implementation test did not fulfill the responsibility, resulting in a small amount of "lean meat essence" pig into the Jiyuan branch.

The questionable data also appeared in the announcement of Shuanghui development in April 18th. The announcement said that after Shuanghui group held the national distributor conference in March 23rd, the sales of Shuanghui meat products and fresh frozen products were gradually resumed. At present, the daily shipments of fresh frozen meat and meat products were more than 1500 tons and more than 3200 tons respectively, which returned to 89% and 71% of the average daily shipments in the first half of March 2011. The daily recovery of about 90000000 yuan has been restored to 72% in the first half of March 2011.

After such a serious food safety incident, dealers not only shouted "Shuanghui long live", but also through practical action to promote Shuanghui products daily shipments and daily recovery of goods picked up so quickly, dealers enthusiasm level is really surprising. Therefore, netizens have questioned how much sincerity this "show" is full of public relations.

There is an endless stream of "Shuanghui" problems. When will the market no longer say "forgive"?

"Food is the food of the people", and the people are most concerned about food safety. Shuanghui development is the leading enterprise of meat processing, which occupies the 40% market share of the whole country. However, it has exposed the vicious incidents of "lean meat essence", which is related to corporate integrity and food safety.

What is even more puzzled by the public is the series of behaviors and measures of Shuanghui development in the face of "lean meat essence" incident. Including the "victims", "the manager ate ham sausage", "the 10000 people apologized for calling the chairman long live" and the announcement was not suspected. This is doubting whether the performance of Shuanghui development after the "lean meat essence" incident is whether it is sincere or not.

Some experts believe that after the "lean meat essence" incident came out, Shuanghui did not seriously reflect on its own problems, but was busy calculating its own gains and losses, and intended to use public relations to gain a good luck.

Lu Lei, vice president of Guangdong University of Finance, believes that in recent years, "poisonous milk powder", "lean meat essence", "gutter oil" and "dyeing steamed bread" have occurred successively, and these vicious food safety incidents have repeatedly been banned. This shows that our market and competent departments are likely to become the bottom dogs and protectors of such enterprises for their own interests and considerations. It is too easy to "forgive" and "forget" for food safety problems, so that these enterprises lacking integrity and morality can easily go through the "Red Cross".