Mid-Autumn moon cake gift box named Liziqi has been sold to more than 7

Mid-Autumn moon cake gift box named Liziqi has been sold to more than 7, and trademarks are of great significance for enterprises and brands to maintain market competitiveness, good brand image and development protection. Mid-autumn moon cake gift box named Li Ziqi was sold for more than 7 yuan. Mid-autumn moon cake gift box named Li Ziqi has been sold to more than 7 people. 1

"The Li family has a daughter and is called Zi Qi"-Li Ziqi, a name that often appears on the Internet, is becoming more and more familiar to us. She is a little girl in Sichuan, China, and the most successful blogger in online celebrity who spreads China culture to the outside world.

As a hot search figure in recent years, Li Ziqi has attracted much attention every time he appears. While attracting attention, it is inevitable to encounter the problem of defaming!

In 218, Li Ziqi, an IP blogger, launched a personal food brand, which continued the creative style of Li Ziqi, the founder, and devoted himself to inheriting and carrying forward the traditional Chinese food culture with the concept of "fashioning traditional culture and globalizing local food".

As the Mid-Autumn Festival approaches, it's a traditional festival in China, and it's the peak season for selling moon cakes. Recently, a news on the Internet that "there are sky-high plums and moon cakes in Yibin supermarket" pushed "plums and moon cakes are perfect" to the forefront.

Source: Weibo screenshot

According to the information on the back of the mooncake gift box, this mooncake gift box with a price of 786 yuan has a net content of 1.11kg, and contains 1 mooncakes with different flavors such as Cantonese lotus seed yolk, Cantonese ham and Cantonese beef. There is something more exaggerated than the price of 786 yuan. Open Taobao and search for "Chongqing Guanshengyuan Perfect Moon Cake". The price of this moon cake on the e-commerce platform is only 189 yuan, which is more than 4 times lower than the same moon cake in the supermarket.

Source: Taobao screenshot

For a time, the brand of Liziqi was questioned. Is it possible to increase the price by four times by hanging a name? Although the mooncake is labeled with the name of Li Ziqi, if you look closely, the mooncake box is marked with the word "Guan". On the back of the mooncake gift box, it is stated that the mooncake is called Perfect, and the manufacturer is Chongqing Guanshengyuan, which has nothing to do with the brand of Li Ziqi. Only supermarket labels and invoices are marked with Li Ziqi's name abruptly. What is the situation?

On September 14th, Sichuan Ziqi Culture Communication Co., Ltd., an affiliated company of Liziqi, issued a statement that the "high-priced moon cake" in Yibin, Sichuan Province was an act of a supermarket using Liziqi trademark to deceive consumers without authorization, and the moon cake had nothing to do with Liziqi, and it would resolutely crack down on counterfeiting and infringement.

It is also mentioned in the statement that Sichuan Ziqi Culture Communication Co., Ltd. is the sole trademark owner of "Liziqi" brand goods. Any unauthorized use of Liziqi trademark or similar logo is an infringement of trademark rights, and rights will be protected through litigation.

Source: Weibo Screenshot

On September 15th, Luyuan Supermarket responded that the moon cakes involved had been taken off the shelves due to staff error.

According to Wang Xuehui, the legal representative of Yibin Luyuan Trading Co., Ltd., the moon cake involved is a product of Chongqing Guanshengyuan, which is called "Perfect Gift Box Moon Cake". There are no words or signs related to "Liziqi" on the inside and outside packaging of the moon cake. However, the staff of the supermarket were negligent, which led to the words "Plum and Qiyue" spread on the Internet on the price tag and cashier receipt. After the incident was exposed, Luyuan Supermarket promptly removed the moon cake products of Chongqing Guanshengyuan Company.

according to the inquiry, "liziqi" has been applied for trademark registration by a large number of companies and natural persons, but up to now, except Sichuan ziqi culture communication co., ltd, most of the other applicants' trademark registration applications have been rejected, which is due to liziqi's trademark layout awareness.

according to the enterprise survey information, as early as 216, Liziqi had registered five trademarks of Liziqi, and the international classification involved 3 kinds of convenience foods, 3 kinds of daily chemical products, 29 kinds of foods, 5 kinds of medicines and 35 kinds of advertising sales, so she was fully aware of trademark protection.

Image source: Enterprise Check

Then in 217, Sichuan Ziqi Culture Communication Co., Ltd. applied for registration of a large number of trademarks. Up to now, Sichuan Ziqi Culture Communication Co., Ltd. has 244 pieces of trademark application information, including LIZIQI, Qijia Haowu, Liziqi, Ziqi, etc., and the awareness of trademark protection is proper.

We applied for a trademark before the company was established, and reacted quickly after the trademark was fraudulently used. From the fraudulent use of the "Liziqi" trademark, it is not difficult to see that the trademark, as an intangible asset of enterprises and brands, is of great significance for enterprises and brands to maintain market competitiveness, good brand image and development protection. The market has not moved, the trademark comes first! Enterprises must lay out their trademarks in advance and do a good job in intellectual property protection! When an enterprise's brand trademark is infringed, it must use legal means to safeguard its own rights and interests in time, so as to avoid the negative impact of counterfeit and shoddy products on the product sales and word of mouth of the enterprise. Mid-autumn moon cake gift box named Li Ziqi was sold to more than 7 people. 2

Just after the Mid-autumn Festival, the video of Li Ziqi was still absent.

As a globally influential online celebrity in China, Li Ziqi rarely stops for more than 6 days. During the period, rumors spread everywhere, and everyone was waiting to let the bullets fly for a while.

However, it is found that both the ownership structure and the vague status quo of the trademark ownership of "Liziqi" indicate a fact: Liziqi has differences with the MCN organization behind her.

online celebrity, the top stream, and the capital love each other and kill each other. Only the interests will remain unchanged.

equity "overhead"?

A game without smoke

"What happened to Li Ziqi?" In the two months since the video stopped, everyone has been asking this question.

It is understood that since July 14th this year, Li Ziqi has not updated the video for more than two months. Although her videos are all released after careful polishing, such a long pause makes everyone smell something wrong.

Later, everyone speculated that Li Ziqi was unwell, and Li Yapeng poached the team, which was also denied by her assistant.

What is intriguing is that Li Ziqi posted a message on social platforms saying that "the Qing Morning Post had an alarm", and some netizens found that the reply deleted by Li Ziqi in seconds mentioned "a good means of capital".

Therefore, it is speculated that behind Li Ziqi's stop, it may be a smoke-free game between her and the capital behind her.

capital needs flow, and online celebrity needs resources.

in September, 216, Li Ziqi, who was already on fire at that time, signed a contract with Hangzhou Weinian Brand Management Co., Ltd. (hereinafter referred to as Hangzhou Weinian). As a result, Li Zikai began to be deeply tied with Hangzhou micro-reading.

According to public information, starting from September 216, Micro-Reading began to provide Weibo resource promotion services for Li Ziqi, so that Li Ziqi could fully devote her energy to content creation.

in July, 217, Li Ziqi and Wei Nian changed the cooperation mode, and the contract mode was changed to the joint venture company mode. * * * established Sichuan Ziqi Culture Communication Co., Ltd. to prepare the brand of Li Ziqi and operate together.

After Li Ziqi was deeply tied up, Hangzhou Micro-Reading became the target of capital competition.

Sky Eye Survey shows that at present, Hangzhou Weinian has completed seven rounds of financing, with a valuation as high as 5 billion yuan. Investors include Huaying Capital, Sina Weibo, Mango Fund and Zhongyuan Capital. On July 2nd this year, ByteDance affiliated company Beijing Quantum Leaping Technology Co., Ltd. became a shareholder, with a shareholding ratio of about 1.37%.

(according to the photo)

Jin Meier noticed that from the time point of view, six of the seven rounds of financing were tied up with Li Ziqi.

however, the eye-catching survey shows that there is no Li Ziqi in the list of 22 shareholders of Hangzhou Weinian, and the major shareholder Liu Tongming, the founder of Weinian, holds about 19.45% of the shares. Even in the list of key personnel, there is no shadow of Li Ziqi.

There are only two companies in which Li Ziqi (formerly known as Li Jiajia) holds shares: Sichuan Ziqi Culture Communication Co., Ltd., with Hangzhou Weinian holding 51% as the major shareholder and Li Ziqi holding only 49%; And Shanghai Chenxiangli Creative Planning Studio, holding 1% of the shares.

(according to the photo)

However, Jin Meier found that the number of employees in these two companies, which are held by Li Ziqi, is unknown, and the number of participants is zero.

From the perspective of the shareholding structure, Li Ziqi has almost no dominant position in the cooperation with Hangzhou Weinian. It can be said that no matter how good the development of micro-reading in Hangzhou is and how high the valuation is, it has little to do with Li Zikai.

Doubtful profit sharing

Complicated interest relationship

Behind Li Ziqi's "overhead" equity is a deeper and complicated interest distribution relationship.

As we all know, Li Ziqi's fans are all over the world, with more than 15 million followers on You Tube Chinese Channel and over 1 million fans on domestic platforms, which is the top stream in online celebrity circle.

great influence has brought unimaginable commercial benefits.

Snail powder, spicy sauce, red oil noodles, brown sugar, lotus root starch ... In the past year, the brand of Liziqi has exploded, with sales reaching 1.6 billion. Most A-share listed companies are ashamed of this achievement.

Of course, this also confirms the inestimable commercial value of the word "Li Ziqi".

It is not difficult to see the profit model of Hangzhou Micro-Reading, which continues to expand its influence through the video of Liziqi, and it is drained to the eponymous brand of Liziqi launched on Tmall in August 218. To put it bluntly, it is to sell goods and do it quickly.

ironically, Li Ziqi, who never brought any goods, is more appealing than the head anchor. The flagship store of Tmall named after her, industrial and commercial registration is mainly about Hangzhou Weinian.

Previously, Liziqi brand officially announced that it would invest in building a snail powder factory in Liuzhou. In July 22, Guangxi Xingliu Food Co., Ltd. was established, in which Hangzhou Weinian holds 7% of the shares and Hangzhou Chuangliu Food Co., Ltd. holds 3% of the shares, while Li Ziqi is still outside the scope of shareholders and key personnel.

since Li Ziqi doesn't hold shares in Hangzhou Weinian, it means that Li Ziqi can't distribute the profits through equity, whether it is the profits of Tmall flagship store or snail powder factory.

"If you don't hold shares, Li Ziqi should be divided through brand authorization, signing a contract with the company and linking it to sales, depending on the contract. However, compared with the two, owning equity obviously has the right to speak than signing a contract. In fact, with Li Zikai's personal influence and appeal, this situation (no shareholding) is obviously unreasonable. " A venture capitalist who asked not to be named told Jin Meier.

In addition, it should be noted that since August 216, Hangzhou Weinian has registered up to 96 trademarks of "Liziqi" and "Ziqi", covering not only related industries such as beer and beverage, convenience food, food and kitchen sanitary ware, but also industries such as lamps, air conditioners, machinery, furniture and metal materials. The scope is beyond imagination.

(according to Tianyancha)

On Tianyancha, Jin Meier found three judgment documents about trademark infringement, and the plaintiffs were all from Hangzhou. I don't know, does this mean that the trademark right of the gold-lettered signboard "Liziqi" has been in the hands of Hangzhou Weinian?

The above-mentioned person said frankly: "Li Ziqi is only responsible for the content operation, which takes a lot of energy but has no income, and selling goods in online stores is the biggest source of profit, and she can't get involved. If I had signed a gambling agreement or a non-competition clause, Li Zikai couldn't fly solo. "

This person also revealed that Li Ziqi's account in You Tube is also the responsibility of the operating company.

it is understood that You Tube gives content creators a high incentive. According to Noinfluencer, an overseas online celebrity marketing service platform, Li Ziqi earns about $5, a month in advertising alliance on YouTube.

"Generally speaking, companies with overseas backgrounds are responsible for the overseas copyright and account operation of these videos. As far as sharing is concerned, relevant agreements will be signed, so how much traffic sharing and overseas advertising sharing Li Ziqi can get depends on the specific provisions of the contract. "The above people added.

MCN organization and online celebrity

fight against each other while achieving

In fact, the relationship between online celebrity and MCN company (online celebrity brokerage incubator) is more worthy of attention than the love-hate relationship between Li Ziqi and Hangzhou Weinian.

if online celebrity is the glamorous IP in front of people's front desk, MCN is the trader behind it, creating an industrial chain around online celebrity. With the ups and downs of online celebrity's popularity and liquidity, the leading power and interest distribution rights brought by it have also become the goal of continuous game between the two sides.

In the past, it has been shown that the distribution of interests between MCN and online celebrity has always been a difficult problem in the industry, and the war between online celebrity and its owner has precedent.

from online celebrity's point of view, without the resources, marketing and promotion brought by capital, it is difficult for online celebrity to achieve commercialization on a large scale. However, it is followed by the loss of part of the dominant position and even being "overhead".

for MCN, exclusive online celebrity is one of its core competitiveness. However, deeply binding online celebrity, relying too much on individual online celebrity, is easy to breed contradictions and disputes. Zhang Dayi and Ruhan Holdings, the first e-commerce company in online celebrity, are precedents.

In order to get rid of the top-flow dependence, MCN will either spend a lot of money to cultivate new people for diversion or form a mature profit model that no longer depends on online celebrity, and the final result is unpredictable.

As can be seen from the micro-reading situation in Hangzhou, apart from Li Ziqi, it also invested in several well-known short video online celebrity, such as Aunt Sleeping Silkworm, Hana Lin and nG's cat, but there has never been a second online celebrity who can reach the height and popularity of Li Ziqi.

It can be said that in the war between online celebrity and MCN, the struggle for interests and dominance has never been cut off, and how to realize a virtuous circle is still being explored.

does Li Ziqi use "off-duty" to fight against capital? What about the so-called "good means of capital"? We will wait and see!