从陕西走出的果汁巨头，开始资产“大甩卖”

Core Viewpoint - The company, Haisheng Juice, is facing significant financial difficulties, leading to the auction of its assets, with the starting price set at 210 million yuan for the second attempt after a failed auction earlier this year [1][2][10]. Group 1: Asset Auction Details - Haisheng Juice's assets, including land use rights, buildings, and office equipment, are being auctioned with an assessed value of 215 million yuan and a starting price of 210 million yuan [4][10]. - The land, acquired in 2011, is designated for educational and research purposes, which limits its commercial development potential [7][16]. - The auction reflects a broader trend of Haisheng's assets being frequently listed for sale, with many experiencing failed auctions across various locations [12][18]. Group 2: Company Background and Financial Performance - Established in 1996, Haisheng Juice was once a leading producer of concentrated apple juice in China and the first Shaanxi company to be listed on the Hong Kong Stock Exchange [2][19]. - The company's revenue peaked at 2.1 billion yuan in 2011 but has since declined significantly, with revenues dropping to 1.23 billion yuan in 2019 and further losses reported in subsequent years [21][25]. - Factors contributing to the decline include increased distribution costs, financial pressures from expansion, and a major scandal in 2018 regarding the use of substandard raw materials [23][24]. Group 3: Bankruptcy and Industry Impact - In 2022, Haisheng Juice applied for bankruptcy reorganization, leading to a court ruling for substantial asset consolidation among its subsidiaries [29][31]. - The company's struggles have altered the competitive landscape of the concentrated juice industry, with major players like Andeli seizing market opportunities left by Haisheng's decline [32].