A few days ago, the dispute over the identity of Taiwan 50 Arashi, mainland 50 Arashi and 1 dot dot was once again pushed to the forefront by an announcement. The message was posted on Taiwan 50 Arashi's official website.
It was a skimming message.
The announcement said:
The company has no cooperative relationship with any enterprise, the new brand developed by the agents in each district or the investment overseas, and the headquarters of 50 Arashi has not changed its brand name or operated, invested or acted as a consultant overseas under any other name so far, in order to avoid causing confusion and deception to the consumers, 50 Arashi hereby solemnly declares that any person who claimed to be affiliated with 50 Arashi overseas are not This is not the case.
The public is in an uproar, what is the original reason for the relationship between the three? The Express investigates.
Taiwan's 50 Arashi brand in mainland China is KOI
KOI is one of the founders of Taiwan's 50 Arashi by the chairman of the board of directors of the Ma Yafen in 2006, the inheritance of the spirit of 50 Arashi, and in the personnel, materials, resources, and the 50 Arashi in Taiwan **** through.
Little by Little is not 50 Arashi Taiwan
Little by Little was founded by the agent of 50 Arashi in 2010, and has no relationship with 50 Arashi Taiwan in terms of capital, personnel, materials, and shares.
Continental 50 Arashi is not a trademark and copycat
In 2007, the trademark of Continental 50 Arashi was seized by a trading company. In 2008, Maya Fen went to Shanghai to negotiate with the chairman of the board of directors of Real Pot Café, Mr. Li Xiu-dan, about cooperation *** with Continental 50 Arashi, but the two sides did not completely agree on cooperation, and in 2009, Mr. Li assisted in buying back the trademark of Continental 50 Arashi. In 2009, Li Xiu-dan helped buy back the trademark of Mainland 50 Arashi.
"In 2007, when the Taiwanese counterparts came to Shanghai to enter the mainland market, the trademark of 50 Arashi had already been seized by a Hong Kong-funded enterprise with its registered office in Shanghai.
Since trademarks on both sides of the Taiwan Strait were not recognized, Ma Ya-fen, one of the founders of Taiwan's 50 Arashi, approached Li Xiu-dan, who was running True Pot Coffee, and discussed helping to buy back the trademark of mainland's 50 Arashi.
Li Xiudan said, "I spent a fortune to buy the trademark back, but Ma Ya-fen was busy developing the KOI Singapore market," so the mainland 50 Arashi cooperation project could only be put on hold.
In 2012, the trademark of 50 Arashi had not been used for five years and was due to be canceled. "After spending so much money, I can't let it go down the drain", so in order to protect the trademark rights, Shanghai Wuji Lan Food and Beverage Management Company Limited was registered in Shanghai to officially launch the mainland tea drink market.
"The truth is out there, by now, but instead rumored to be a cottage. This black pot mainland 50 Lan back wrong, but also back heavy." Li Xiudan said.
There is a tea drink, there is a jianghu
Tea drinks become an industry is destined to have its involvement and jianghu; there is a jianghu, there are grudges.
To make clear the relationship between Taiwan 50 Lan, mainland 50 Lan and 1 dot dot, Taiwan 50 Lan is the first to mention, but also can not get around the knot.
On the other side of the strait, 50 Arashi is a well-known chain of tea drink brands in Taiwan, whose brand origins can be traced back to the chicken fillet store run by Ma's mother in Tainan in 1994.
Ma's mom joined a chicken fillet store herself, and business was good, but customers always wanted to be able to enjoy a refreshing drink along with their chicken fillet purchase. After discovering this business opportunity, Ma's mother gave her son, Ma Shaowei, who had returned from the army, the task of opening a beverage store.
A few months later, a 10,000-taiwanese-dollar (NT$2,500 at the time) vendor bar was born, designed by Ma Shao-wei, handmade by Ma's father, and covered with a green-and-white-striped canvas roof hand-sewn by Ma's sister, Ma Ya-fang.
A cup, fresh fruit, and a catty of red and green tea leaves were Ma's first belongings. At the time, the new beverage store was so simple it didn't even have a name.
Six months after the opening of the beverage store, business is getting better and better, to get a loud store name has been imminent. One time, Shawei stumbled upon a very memorable Japanese surname, "50 Arashi," and adopted it as the name of the store. The name "50 Arashi" has been used ever since.
In 1997, 50 Arashi opened its first model store, and since then, a chain of 50 Arashi tea stores has been opening one after another, starting in Tainan, and then developing along Kaohsiung and Central District to Taipei and Taoyuan-Chukmiao area.
Unlike other tea drink brands, 50 Arashi adopts a zoned business model, or regional agency system.
Currently, 50 Arashi has four regional agents in Taiwan, namely: Kaohsiung District, established by Mr. Kuo in 2000; Taichung District, established by his elder sister, Ma Ya-fen, in 2002; Taipei District, established by Mr. Lou and Mr. Chu in 2003; and Taoyu-Chumiao District, established by Ma Ya-fen, in 2005, with each of the four districts establishing their own companies.
After nearly 20 years of development, 50 Arashi has more than 500 stores in Taiwan, ranking second in the country, with Fresh Fuquan in first place.
While 50 Arashi was developing the Taiwan market, COCO Dukkha Tea Drinks and Happy Lemon entered the mainland market first at the beginning of this century and took off.
The sniffing Ma's family noticed this huge and rapidly developing market. 2007, Ma Yafen came to Shanghai to negotiate with the real pot of coffee to expand cooperation, which led to the experience described above.
As for "1 Dot Dot", it is a private brand (Sham Keng Tea Co., Ltd.) founded by Mr. Lou, the northern agent of Taiwan's 50 Arashi, in 2010, and "has no relationship with Taiwan's 50 Arashi in terms of capital, personnel, materials or shares.
"When the business first started, we were all unassuming, and got along just fine." According to industry insiders, with the market up, especially in Shanghai, it is inevitable to meet each other, coupled with the layer of personal relationship with Taiwan's 50 Arashi, the words used in the publicity will more or less involve the word "50 Arashi".
This is an eye-catching and uncomfortable situation for Shanghai Wuji Lan Catering Management, which owns the mainland trademark for 50 Arashi.
The two sides went to court over the issue, and 1 dot dot lost in the first trial, finding it guilty of trademark infringement.
The Court of Second Instance held that the way the words in question were used in conjunction with the trademark "1 dot dot" and did not highlight "50 Lan", and that the labeling of the words in question was not a use in the sense of trademark law, and that there was no infringement of the trademark.
The market is big enough for many brands
At the intersection of Zhongshan North Road and Ganhe Road in Shanghai, two stores of 50 Arashi and 1 dot dot stand hand in hand, orderly and peaceful.
At 1 Dot's stores nationwide, the store sign also no longer reads "50 Arashi Affiliated Enterprises".
The actual space for ready-to-drink is more than 100 billion, according to statistics from the Cato Consumer Index, which samples consumers aged 15 to 45 in 25 Chinese cities. According to market research firm Euromonitor, China's tea beverage consumption market has a huge potential consumption and strong growth momentum.
"The tea drink market is big enough to fully accommodate multiple companies." A number of big names in the industry said that companies in the market should ****together cultivate the market, lead the trend, grow bigger and stronger, and promote the healthy development of the industry, rather than killing each other.
Shanghai 50 Arashi Zhang Wei En believes: "the most authentic by pedigree is KOI, bear the most misunderstanding is mainland 50 Arashi, but I believe that each brand has its own characteristics and expertise, but also has its own way of holding the family, you do your own, I do my own, each has its own market."
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