在“讽日”事件后，香飘飘股票（603711.SH）已经连涨两天，直播间销量也大幅上涨。近日，有网友晒出在日本某商店销售的香飘飘旗下MECO果汁茶产品上印有讽刺日本排放核污水事件的标语。5月4日，香飘飘官方微博发文回应此事称：“我们的员工好样的！”不仅如此，香飘飘淘宝旗舰店首页轮播图显示“我们的员工是好样的！”。5月7日，第一财经记者注意到，在MECO果汁淘宝旗舰店，官方打出“日本事件热搜同款”的宣传标语。

然而，5月6日，据媒体报道，日本京和商店大久保店接线员工回应称，店里没有卖过这个字样杯套的奶茶，这个不是店里的。

对此，胡锡进在微博表示，该品牌涉嫌用“员工个人行为”的摆拍制造噱头，消费、愚弄公众的爱国情怀，非常值得商榷。“我们堂堂正正地反对、谴责日本向大海排放核污染水，不仅外交反制，舆论也对之口诛笔伐。但是拿一个杯套摆拍，冒充在日本店里销售，假装‘硬杠’，这涉嫌出于商业利益欺骗国内消费者，严重有违商业道德。”

5月6日，香飘飘早盘涨停，报19.21元/股。5月7日，香飘飘盘中涨幅高达9.9%，股价创2023年7月以来新高。

5月5日凌晨，有网友拍到香飘飘董事长为赴日回国员工举牌接机。5月5日晚，香飘飘总裁杨冬云亲自直播间，表示对该员工奖励10万元，并捐出直播收入给环保基金会。5月7日，香飘飘直播间的背景赫然写着“国货之光”。

香飘飘直播间营业额明显飙升。

根据飞瓜数据，5月4日至5月5日的一场直播中，香飘飘官方旗舰店抖音直播间日销售额由事件发酵前的2500元暴涨至100万元，涨幅高达400倍。观看人次也高达567.9w。其中，“日本热搜事件同款”杯装果茶就卖出了数千份。

作为“奶茶第一股”，成立于2005年的香飘飘奶茶曾以“杯子连起来可绕地球XX圈”的广告语被消费者所熟知。但是近年来涌现的新式茶饮品牌，给香飘飘这家依赖杯装冲泡奶茶业务的企业带来了不少压力，因为冲泡类杯装奶茶已不是年轻人的首选。加之外卖的普及，现制奶茶的消费场景也从店内消费拓宽至居家消费和办公场景，向冲泡式奶茶最看重的消费场景发起冲击。

不过，香飘飘在不断延伸产品线。推出液体奶茶产品后又推出果汁茶。此外，香飘飘还研发出了主打0蔗糖添加的“控糖奶茶”，“低糖”冻柠茶等健康类饮品。

从财报表现来看，后疫情时期，香飘飘的业绩有所提振，但与疫情前还有一定差距。

公司的高光时刻出现在2019年，当年香飘飘获得了39.78亿的营收和3.47亿的净利润。2020年虽然营收微微下滑，但是净利润为3.58亿元，略有上升。进入2021年，公司的净利润骤降38%至2.23亿元。2022年，公司的营收和净利润双降。

香飘飘在2023年终于迎来了业绩回暖。2023年年报显示，2023年公司实现营业收入36.25亿元，同比增长15.9%；净利润2.8亿元，同比增长31.04%。其中冲泡业务实现营收26.86亿元，同比增长9.37%；即饮业务实现营业收入9.01亿元，同比增长 41.16%。

新闻译文：

After the "sarcastic incident", Xiangpiaopiao's stock (603711. SH) has risen for two consecutive days, and sales in live streaming rooms have also increased significantly. Recently, a netizen posted that a MECO fruit juice tea product under the Xiangpiaopiao brand sold in a store in Japan had slogans mocking Japan's nuclear wastewater discharge incident. On May 4th, the official Weibo account of Xiangpiaopiao responded to the incident by saying, "Our employees are good!" Moreover, the carousel on the homepage of Xiangpiaopiao's Taobao flagship store showed, "Our employees are good!". On May 7th, a reporter from First financial News noticed that at the MECO Juice Taobao flagship store, the official promotional slogan "Japanese hot search for the same product" was displayed.

However, on May 6th, according to media reports, the operator of the Okubo store in Keiwa, Japan, responded that the store had not sold milk tea with this label on the cup cover, and it was not from the store.

Regarding this, Hu Xijin stated on Weibo that the brand is suspected of using "employee personal behavior" to create gimmicks, consume and deceive the public's patriotism, which is highly questionable. "We openly oppose and condemn Japan's discharge of nuclear contaminated water into the sea, which is not only a diplomatic countermeasure, but also criticized by the public opinion. However, using a cup holder to pose for sale, pretending to sell in a Japanese store, and pretending to be a 'hard bar', is suspected of deceiving domestic consumers for commercial interests, which seriously violates business ethics."

On May 6th, Xiangpiaopiao rose to the daily limit and closed at 19.21 yuan per share. On May 7th, Xiangpiaopiao's intraday increase reached 9.9%, and the stock price reached a new high since July 2023.

On the early morning of May 5th, a netizen captured a photo of Chairman Xiang Piaopiao raising a sign to pick up employees returning to Japan. On the evening of May 5th, Yang Dongyun, the CEO of Xiangpiaopiao, personally announced in the live broadcast room that he would reward the employee with 100000 yuan and donate the live broadcast income to the Environmental protection Foundation. On May 7th, the background of the Xiangpiaopiao live broadcast room was prominently inscribed with "the light of domestic products".

The revenue of Xiangpiaopiao live streaming room has significantly surged.

According to Feigua data, in a live broadcast from May 4 to May 5, the daily sales of the official flagship store of Xiangpiaopiao, Tiktok, soared from 2500 yuan before the event fermentation to 1 million yuan, up 400 times. The number of viewers also reached 567.9 million. Among them, thousands of cup packaged fruit teas of the same style as the Japanese hot search event were sold.

As the "first stock of milk tea", Xiangpiaopiao milk tea, established in 2005, was well-known to consumers with the slogan "cups connected can circle the Earth XX times". However, the emergence of new tea beverage brands in recent years has brought a lot of pressure to Xiangpiaopiao, a company that relies on cup brewing milk tea business, because brewing cup milk tea is no longer the first choice for young people. In addition, with the popularity of takeout, the consumption scenario of freshly made milk tea has also expanded from in store consumption to home and office consumption, launching an impact on the most important consumption scenario of brewed milk tea.

However, Xiangpiaopiao is constantly expanding its product line. After launching liquid milk tea products, we also launched fruit juice tea. In addition, Xiangpiaopiao has also developed health drinks such as "sugar controlled milk tea" with zero sucrose added, and "low sugar" frozen lime tea.

From the financial report performance, it can be seen that during the post pandemic period, the fragrant performance has been boosted, but there is still a certain gap compared to before the pandemic.

The company's highlight appeared in 2019, when Xiangpiaopiao achieved a revenue of 3.978 billion yuan and a net profit of 347 million yuan. Although the revenue slightly declined in 2020, the net profit slightly increased to 358 million yuan. In 2021, the company's net profit plummeted by 38% to 223 million yuan. In 2022, the company's revenue and net profit both decreased.

Xiangpiaopiao finally saw a rebound in performance in 2023. According to the 2023 annual report, the company achieved a revenue of 3.625 billion yuan, a year-on-year increase of 15.9%; The net profit was 280 million yuan, a year-on-year increase of 31.04%. The brewing business achieved a revenue of 2.686 billion yuan, a year-on-year increase of 9.37%; The ready to drink business achieved a revenue of 901 million yuan, a year-on-year increase of 41.16%.

重点词汇

• 标语 slogan ; poster ; watchword

• 发文 outgoing message ; dispatch ; dispatch documents

• 我们的 ours

• 不仅如此 Not only that ; More Than That ; nay ; nor is this all

• 旗舰店 flagship store

• 首页 home page ; first page

• 注意到 have noticed ; have paid attention ; give heed to ; perceive ; notice ; observe ; alert ; conscious ; 

• 旗舰 flagship

• 打出 discard ; knockout ; went off

• 媒体报道 media coverage ; MEDIA ; media report ; news

句子成分分析：

[From the financial report performance], it can be seen | that [during the post pandemic period],the fragrant 

performance has been boosted, || but there is [still] a certain gap compared to [before the pandemic].

句子语法结构详解：

(seen 为 see 的过去分词。)

* it 为先行主语，代表后移的主语从句。
* seen 为谓语，采用被动语态。
* that 引导主语从句。
* boosted 为谓语，采用现在完成时和被动语态。
* but 为并列连词，连接并列句，表转折。
* there 引导 there be ... 句型, 表示“有”的意思。
* is 为系动词作谓语，采用一般现在时。
* compared 为过去分词，作状语。
* can 为情态动词。be, has, been 为助动词。the 为定冠词。a 为不定冠词。

句子相关词汇解释：

Vocabulary:

句子成分分析：

The company's highlight appeared [in 2019, (when Xiangpiaopiao achieved a revenue (of 3.978 billion yuan) and a 

net profit (of 347 million yuan))].

句子语法结构详解：

* appeared 为谓语，采用一般过去时。
* when 为关系副词，引导非限制性定语从句。
* achieved 为谓语，采用一般过去时。
* company's 为名词所有格。the 为定冠词。a 为不定冠词。

句子相关词汇解释：

Vocabulary:

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