Wang Lao Ji in red cans was sold by Jiaduobao Group after renting the brand from Guangzhou Pharmaceutical Group, the actual owner of the trademark "Wang Lao Ji".
Recently, the contract expired, and GPHL was unwilling to renew it. It seems that the lawsuit is still going on. Jiaduobao estimated that the lawsuit would be lost, so it changed the packaging in advance and "went to Wang Laoji" to prepare for the launch of its own "Jiaduobao" brand herbal tea in the future.
GPHL has its own Wang Laoji, which is the kind of green box. I still remember that the TV advertisement of Guangyao brewing herbal tea at home always nagged "Wang Lao Ji, and boxed!" This is the one I'm talking about.
Wang Laoji's two formulas seem to be the same, because Wang Laoji's formula was also handed down in Hong Kong. Jiaduobao took the formula in Hong Kong and then rented the brand in the Mainland.
First, acquaintance: the history of Wang Laoji-Jiaduobao's past is not a distant history and an equally short past-
Wang Lao Ji Herbal Tea was founded by Wang Zebang in the eighth year of Daoguang in Qing Dynasty, with a history of 184 years. In the turbulent society, after several twists and turns, it still maintains its own business. After 1949, Wang Laoji Herbal Tea was divided into two branches: one was nationalized and later renamed as "Yangcheng Pharmaceutical", which belonged to Guangzhou Pharmaceutical Group. Another branch was brought to Hong Kong by Wang's descendants, and operated Wang Laoji's business in Hong Kong and overseas, namely "Hong Kong Wang Laoji International". 1993, Wang's descendants became executive directors of the company.
Where did they come from? -I see-
It stands to reason that Wang Laoji belongs to different owners after his separation and should be irrelevant. How can such a big brand lawsuit be involved? This should start with Dongguan businessman Chen Hongdao.
Chen Hongdao is an active wholesaler in Guangdong and Hongkong. 1995, he contacted the descendants of Wang who were interested in running the herbal tea industry in the mainland and got the formula of the red pot of Wang Laoji herbal tea. However, Wang's descendants only own trademarks in Hong Kong and overseas, so those who want to sell Wang Laoji herbal tea drinks in the mainland turn to Guangzhou Yangcheng Pharmaceutical for cooperation.
1February 997 13, Guangzhou Yangcheng pharmaceutical wanglaoji food & beverage branch (predecessor of wanglaoji pharmaceutical co., ltd.) and hong kong Hongdao group co., ltd. signed a trademark license contract in Chen Hongdao, stipulating that Hongdao group will enjoy the exclusive right of "wanglaoji" trademark from 1997, and produce and sell red paper packages and red cans of herbal tea drinks. The contract is valid until 20111February 3 1, valid for 15 years, and then both parties renewed the contract on 200 1, valid for 20 years. For the development of Wang Lao Ji herbal tea, Hongdao Group invested and established Hong Kong Jiaduobao (Guangdong) Co., Ltd., which was provided by Hong Kong Wang Lao Ji Group and exclusively produced in Chinese mainland with the permission of Guangzhou Wang Lao Ji Pharmaceutical Co., Ltd., and was responsible for the production and sales of Wang Lao Ji herbal tea "red cans". Jiaduobao Group has successively set up four processing plants in the mainland, which makes the operation of Wang Laoji herbal tea brand authorized by GPHL flourish.
Second, marriage: driven by Jiaduobao, the road of Wang Laoji brand is wonderful-
From 1997, after Guangzhou Pharmaceutical Group authorized the trademark of Wang Laoji in red cans to Hongdao Group, Jiaduobao began to painstakingly manage the brand of Wang Laoji. However, before 2002, Wang Laoji Herbal Tea was only a regional brand, and its sales performance remained at around 6,543.8+billion yuan for several years, and it could not leave Guangdong and southern Zhejiang. To this end, Chen Hongdao hired Mei Cheng Company to reposition "Wang Lao Ji"-obviously, Wang Lao Ji is competing in the "beverage" industry, and his competitors should be other beverages; The brand is positioned as "a drink to prevent getting angry", and its unique value lies in that drinking a red can of Wang Laoji can prevent getting angry.
Jiaduobao's repositioning of Wang Laoji has cleared the way for Wang Laoji herbal tea to go to the whole country. In the following years, Jiaduobao Group invested more than one billion yuan to strengthen advertising, expand production bases, broaden sales channels, and even filmed a TV series "Lingnan Medicine Man" about the founder of Wang Laoji herbal tea. The high-profile charitable donation of 654.38 billion yuan in the Wenchuan earthquake in 2008 made Wang Laoji famous, and finally established his position among China beverage brands. According to public data, the sales of Jiaduobao Group was less than 200 million yuan in 2002, jumped to 600 million yuan in 2003, soared to more than 5 billion yuan in 2007, reached 654.38+04 billion yuan in 2008, and reached 206.5438+06 billion yuan. With the great appeal of Wang Lao Ji brand, GPHL also launched a green boxed Wang Lao Ji in 2005, so two "Wang Lao Ji" appeared in the market.
With the help of the east wind of Wang Laoji in the red jar, the annual sales of Wang Laoji in the green box also rose rapidly from 80 million in 2004 to nearly 2 billion yuan in 20 1 1. In 2006, both of them were selected into the first batch of national intangible cultural heritage. According to the evaluation of Beijing Famous Brand Assets Appraisal Company, the brand value of Wang Laoji has reached10801500 million yuan, making it the first brand in China. It can be said that the close cooperation between the two companies has revived a century-old brand with a long history of nearly 180 years.
There is a story about the journey-
Even here, Jiaduobao and Guangyao generally "* * * win". However, at this moment, seeing that the "adopted son" has both fame and fortune, Wang Laoji herbal tea has cultivated a mature market, and GPHL can't help but be jealous. With the rapid development of Wang Laoji brand in the market, since 2008, both Jiaduobao and Guangzhou Pharmaceutical Group have begun to quarrel about Wang Laoji's trademark use fee and service life.
This should start with two fragile supplementary agreements signed by the two sides in 2002 and 2003. 1997, GPHL signed a trademark license contract with Hong Kong Hongdao Group, stipulating that the lease term of the trademark "Wang Lao Ji" by Hong Kong Hongdao Group is 20 10 years. From 2002 to 2003, Li Yimin, then general manager of GPHL, signed a contract with Jiaduobao to extend the lease term of the trademark "Wang Lao Ji". In two supplementary agreements, he agreed that Jiaduobao would extend the lease term of the trademark "Wang Lao Ji" to 20 13 and 2002.
Shortly after the signing of these two supplementary agreements, Li Yimin, who was in charge of this incident, was found to have accepted a bribe of HK$ 3 million from Jiaduobao and was sentenced to life imprisonment for accepting bribes. On this basis, GPHL determined that the trademark of Wang Laoji was "seriously rented at a low price" by Li Yimin: according to public information, from 2000 to 20 10, the sales of Wang Laoji in red cans increased from 200 million yuan to 654.38+06 billion yuan, while the annual trademark usage fee paid by Jiaduobao to GPHL only increased from 4.5 million yuan to 5.06 million yuan, even by 2020, it was only 5.37 million yuan. Jiaduobao Group raised Wang Laoji with one hand and felt that all the hard work was its own. At this point, it is of course unwilling to give too many concessions to GPHL's "biological father". Therefore, this struggle lasted for two years, which can be said to be the direct trigger of their "marriage change".
Third, the marriage change: "auspicious baby" red and green dispute Wang Laoji-Kaduo baby marriage change reason-
On the 20th 10165438+10/0, at the press conference of "China Intellectual Property Summit Forum and Development Plan of Wang Laoji's Big Health Industry", GPHL officially announced that the brand value of Wang Laoji owned by GPHL had reached 108 billion yuan, which became the current domestic evaluation. As the biggest contributor to making Wang Laoji an international brand, Jiaduobao Group, the manufacturer of red can Wang Laoji, was excluded from the conference and knew nothing about GPHL's "big health industry" plan. Its anger can be imagined. You know, the biggest contribution of Wang Laoji's brand value of 100 billion yuan should be Hong Kong Jiaduobao Group. It is precisely because of their painstaking efforts and excellent vision for many years that Wang Laoji has repeatedly created new heights in China's beverage industry. Now that the melon is ripe, Guangyao has to pick it? It is conceivable that Jia Duobao will definitely not agree.
Who moved whose cheese—
However, if it is only because of Wang Laoji's treble and brand value, the envy of Guangzhou Pharmaceutical may not be enough to break the two. Considering the long-term development, Jiaduobao Group could have raised the trademark use fee appropriately in the remaining years, strived to reach an understanding with GPHL, strived for a longer trademark authorization, and maximized the interests of both parties on the basis of maintaining and upgrading the brand of Wang Laoji. Why did you finally get rid of it? Just as the two sides competed for the right to use the brand, a move by GPHL prompted Jiaduobao to make up its mind to "go to Wang Laoji". From 20 1 1 year 1 1 month, GPHL announced the implementation of the "Great Health Industry Strategy". Specific measures include: openly recruiting new partners around the world, enjoying the brand resources of "Wang Lao Ji" and selling the brand of "Wang Lao Ji" to medicinal liquor, cosmeceuticals, health products, food, sports and other fields.
As soon as the news came out, Jiaduobao immediately accused GPHL of "lack of business ethics". Jia Duobao's dissatisfaction is understandable. After all, the value of "Wang Lao Ji" today is that Jiaduobao is operating, and GPHL's "Great Health Plan" is not only suspected of taking profits, but also invisibly dilutes the brand value of Wang Lao Ji, a red jar of Jiaduobao–this is what Jiaduobao is unwilling to accept anyway.
On May 20 1212, GPHL announced that China International Economic and Trade Arbitration Commission (hereinafter referred to as "CIETAC") ruled that the Supplementary Agreement on Trademark Use signed by GPHL and Jiaduobao's parent company Hongdao Group was invalid, and Jiaduobao stopped using the trademark of Wang Laoji. At this point, the protracted China No.1 trademark case finally came to an end, and Jiaduobao, who created the myth of Wang Laoji, had to accept the ending of "marrying other girls".
Who did you end up hurting—
This battle seems to end with Guangzhou Pharmaceutical winning back the right to use the "Wang Lao Ji" brand. However, is this really the case? Judging from the past business model, Jiaduobao is responsible for the brand operation and product marketing of Wang Laoji in red cans, while Guangyao is responsible for the brand extension and market sales of Wang Laoji in green boxes and other herbal teas. The two companies complement each other and constantly enhance the brand strength of Wang Laoji. Now that the two sides have broken up, GPHL lacks experience in the production, management and brand operation of Wang Laoji, which not only leads to the blunt disintegration of Wang Laoji's brand, but also greatly damages Wang Laoji's brand reputation. The future of Wang Laoji's brand is uncertain. Even with the market that Jiaduobao has painstakingly managed for many years, how long will Wang Can Laoji, who left Jiaduobao and returned to the embrace of GPHL, be able to survive? It's too early to draw a conclusion.
For Wang Laoji's loss, Jiaduobao had long expected that Wang Laoji would be removed from the shelves at the end of 20 1 1: at first, the words "Jiaduobao" were added to the packaging of Wang Laoji's red cans, and then from March of 20 12, the words "Wang Laoji" were no longer used in TV advertisements. Wang, deputy general manager of Jiaduobao brand management department, said: "So far, trademark disputes have no impact on sales. After replacing the new packaging, some consumers may be confused in the short term, but I believe it will change soon. Our sales growth target for 20 12 years is still not less than 30%. " Now, advertisements of Jiaduobao Group can be seen everywhere on the Internet, TV, subway and other media. It is said that from April 2065438 to April 2002 alone, the advertising expenses invested by Jiaduobao Group amounted to 400 million yuan. In addition to strengthening publicity, in order to prevent brain drain, Jiaduobao Group has also carried out actions such as employee salary increase internally.
More importantly, the so-called "mourning soldiers will win", Jiaduobao, which has international brand operation experience, is bound to become the biggest competitor of Wang Laoji brand while playing the sympathy card. According to a survey data, 64% of people said they would choose to buy Jiaduobao herbal tea in the future. In addition, 20 1 1, "Heqizheng" under Dali Garden seized a place from Jiaduobao in a bottled way. For them, the "Wang Lao Ji" dispute is a rare opportunity to seize the initiative. With the listing of Wang Laoji herbal tea "Guangyao Edition" in June, the competition in the herbal tea market will become more intense and tend to homogenization, and the challenges faced by Wang Laoji can be imagined.
Fourth, parting: go your own way, lucky baby flies alone-
GPHL has long envisaged the restoration of Wang Laoji's trademark. In the Twelfth Five-Year Plan, GPHL clearly put forward the strategy of developing "big health industry". One of the main strategies is to expand Wang Laoji's brand into the fields of medicinal liquor, cosmeceuticals, health products, food, sports equipment and so on.
20 12 On May 28th, GPHL held a press conference in Guangzhou, announcing that it authorized Guangzhou Wang Lao Ji Da Health Industry Co., Ltd., a wholly-owned subsidiary, to operate Wang Lao Ji Herbal Tea. Not only that, in the future, Wang Laoji brand will be extended to health care products, food, cosmeceuticals and other fields, with a sales target of 30 billion yuan within five years. On June 3, Wang Laoji, the Guangzhou Pharmaceutical version of the red can, made a high-profile appearance in Beijing.
20 12 On June 3rd, Wang Laoji, the ancestor of herbal tea, founded in 1828, will usher in a historic leap: Wang Laoji, a newly installed red pot, will make his first shocking appearance on the Great Wall of China, one of eight wonders of the world's landmark buildings of the Chinese nation. GPHL held an unprecedented listing ceremony of "Yao Hong China, Qing Ji * * *" red pot Wang Laoji at the Shuiguan Great Wall in Badaling, and publicly issued the Great Wall Declaration, vowing to make Wang Laoji a world brand. The Great Wall is the pride of the Chinese nation, and herbal tea is the treasure of the Chinese nation. As the first national brand and the inheritor of Wang Laoji, the originator of herbal tea, GPHL Wang Laoji Health Industry Co., Ltd. will turn Wang Laoji from a national brand into a world brand with the development strategy of "136" with one goal, three paths and six strategies. On Wang Laoji's journey from 65438 to 084, it was the consumers who built the Great Wall of strength of the first brand with love, and the partners of supply, production, circulation and terminal who built the Great Wall of value of the first brand with heart.
Where are you going? Listen to the market-
The business philosophy of GPHL is to extend the brands and varieties of Wang Laoji brand, and has authorized other enterprises to produce Wang Laoji brand mung bean soup, turtle ling paste and twisted blue tea. According to relevant forecasts, the sales volume of Wang Laoji should not be significantly lower in the short term, and there may even be some room for improvement. In addition to the inertia effect of Jiaduobao on product promotion, there is also the brand recognition and loyalty of most consumers. Dealers may also continue to follow up products because they recognize the Wang Laoji brand. However, in the long run, the market is complicated and interlocking, and any link with shortcomings may be fatal. Guangyao should have clear ideas and plans to influence the market, instead of sitting on the original brand value of hundreds of billions.
Meditation: What are we looking for when we see it?
The reason why the dispute between Wang Laoji has attracted so much attention and discussion from people from all walks of life is that people are deeply worried about this brand worth hundreds of billions and its future development and fate. After all, there are countless examples of the decline of big beverage brands in history: Jianlibao, Robust, Prince Milk and so on. Today, the fact that Wang Laoji changed hands cannot be changed. What we need to think about is: How does GPHL keep the value of "Wang Lao Ji", a high-quality brand asset with deep accumulation, increasing?
I see. Listen to this brand-
Although the brand has no market life cycle, the approach of competitors' brands, the change of some consumers' preferences and the change of consumers' trust in enterprises will all lead to the decline of market share and brand influence. In the case that Jiaduobao plays the sad card and strongly launches its own brand, consumers can easily turn to become supporters of Jiaduobao based on perceptual concepts. Maintaining the loyalty of the original consumers to the brand is a great challenge for Wang Laoji. The real contest is a contest for consumers. Jiaduobao needs time to do consumer migration, and Guangzhou Pharmaceutical will be launched as soon as possible in order to retain consumers to the maximum extent.
No matter how hard Jiaduobao works, it is impossible to cultivate consumers in just a few months or even 1 year, let alone send promoters to hundreds of thousands of terminals across the country. Once the Guangzhou Pharmaceutical Red Pot Wang Laoji is listed, consumers will naturally not migrate to Jiaduobao, and the greater probability is to continue buying habits. Only those who have worked in the market can truly understand the great power of the brand. Brand is the engine, and the channel follows the brand.
Secondly, brand building is not a day's work, it is composed of various factors of the whole enterprise, such as corporate culture, product quality, channel construction, market operation and so on. This is unbearable for any single factor. In terms of market experience, channel accumulation and team quality. In the management of herbal tea, Wang Guangyao Laoji is definitely not as good as Jiaduobao, which created the brand myth. Even though GPHL is vigorously recruiting fast-moving talents, it will take some time for the market to adjust and the team to run in, and the loss of brand influence during this period is also a problem that cannot be underestimated.
In addition, GPHL is promoting the extension of Wang Laoji brand and authorizing other enterprises to promote the production of new products. However, how to ensure that these cooperative enterprises can have the will and ability to carefully protect the brand value of Wang Laoji is also a more difficult problem. If the cooperative enterprise violates the promise to consumers, it will do great harm to the brand.
Finally, the transformation of "Wang Lao Ji" from a weak seedling to a towering tree today is the result of painstaking management and careful watering by Jiaduobao. We can feel how much Jiaduobao cherishes and cares for this brand from its diversified planning of focusing on herbal tea market and attacking Guangzhou Pharmaceutical. However, it is hard to say that Guangzhou Pharmaceutical has enough understanding and deep feelings for this brand because of its interests. How does a brand that lacks understanding and emotional input cause a sensation in the hearts of consumers?
In this battle, GPHL has lost the "credibility" and "justice" of business. If we can't pay close attention to these problems, the decline of "Wang Lao Ji" brand is likely to become a reality. Guangyao and Jiaduobao are a life-and-death race, and whoever is slow will be passive.
That's right. the thinking of Ogut experts
The past success of the two companies is the result of marriage and cooperation. The success of Jiaduobao is based on product quality, diversified channels, market operation system, team organization system and brand association that complements products. Wang Laoji's brand success is based on brand positioning, core appeal and the accumulation of intangible assets. Of course, these are inseparable from the support of the entire marketing system. Although Wang Laoji's brand value is assessed as 654.38 billion +008 billion, GPHL should understand that there are several criteria for judging the intangible value of trademarks:
1. The fewer categories the brand represents, the higher the brand value. Coca-Cola is the best example.
2. The higher the brand ranking in the industry, the higher the brand value. Jiaduobao is the leader in the herbal tea industry, but Guangyao herbal tea is not necessarily.
3. The stronger the brand controls the channel, the higher the brand value. Jiaduobao has a mature team and strong channel control, which is the missing part of GPHL.
It can be said that the value of a brand is not a simple popularity, and the complete brand value is the embodiment of the comprehensive strength of a tasteful enterprise. For FMCG enterprises, category and channel control are the core elements. We can think that the brand "Wang Lao Ji" can be evaluated as 654.38+008 billion when it is in the hands of Jiaduobao, but when it is in the hands of Guangzhou Pharmaceutical, the brand value will be greatly reduced, just like the rising sun of that year. When it is strong, the brand value can reach several billion, but once it loses its industry position and channel control, it will only be worth more than 654.38+000 billion when it is acquired by Huiyuan, with a great depreciation. At present, a brand with a value of 100 billion is calling for strong support. This requires the foresight and wisdom of GPHL. First of all, we should build a new cultural mechanism; Build a completely market-oriented system; Establish a high performance team; Grasp and broaden the channel network. Second, strive to open up the international market. Finally, we should constantly activate the brand and consolidate the niche market. Specifically, there are the following four points:
First, retain the original consumers. Nowadays, when people think of Wang Laoji, they will think of such simple catchy advertising words as "afraid of getting angry, drink Wang Laoji", and even think of corporate teams that donate 1 100 million (righteousness) if they want to drink, and give generously when the nation is in danger. Only by operating with a stronger and more unique brand can GPHL gain the value recognition of the original consumers and maintain their loyalty to the brand.
Second, clear corporate culture and efficient business operation mode gather talents. The development of an enterprise depends on its culture, and its efficiency depends on its operation mode. As a "national" enterprise, it is hard to say that GPHL has any advantages in system and mode. It must have the courage and determination to eliminate disadvantages, improve the operational efficiency of enterprises, and win time for the maintenance and promotion of brand value;
Third, deeply understand the brand and endow it with new cultural connotation and unique personality. Only when the brand has its own personality can it be distinguished from the homogenized products on the market and cause a strong buzz among consumers; Only by injecting cultural connotation into the brand can the brand have sustained vitality. At the same time, brand culture can form the blood relationship between enterprises and brands. When employees know the brand, they will have more sense of responsibility and honor. Therefore, GPHL must be based on the understanding of products and brands, and be guided by satisfying consumers' psychology, so as to endow the brand of Wang Laoji with new connotations.
Fourth, explore the international market. As a national intangible cultural heritage, herbal tea is not only an important beverage category, but also a unique cultural heritage in China. Now, the red pot of Wang Laoji herbal tea has been exported to Southeast Asia, Europe and America. In the future, the localization talent strategy will be implemented in the international market.
Finally, no one is sure that GPHL will not be able to maintain and manage the reclaimed "Wang Lao Ji" brand. But what is certain is that it is not difficult to recreate a brand myth with the unremitting efforts and rich experience of Jiaduobao enterprises in brand building for many years. Just need the right brand and time cost. As consultants, we will always be objective, fair and rational. Don't be biased towards that view. Therefore, some suggestions will be given to Jiaduobao enterprises here: first, we should attach great importance to the construction of corporate culture, promote the optimization of core elements of corporate culture, thus infiltrating brand culture, and on this basis, shape, spread and manage brands.
Is it really the channel or the brand that matters? Over the years, Ogut experts have been answering this question as always. Market competition is a comprehensive and systematic matter, which is more important? In fact, it is very important in the long-term development of enterprises, but in the market competition, enterprises are faced with different variables in time and space. Imagine a brand without brand organization team, channel network and marketing system, then a brand can only be an ideal vision.
A large enterprise that has not improved the value of the industrial chain can only have a weak brand that lacks premium in the face of market competition. Back to this case of enterprise marriage, we can see that this brand war has begun, and the real contest has just begun. Here, it is suggested that two business owners carefully understand the successful experience of healthy competition between Coca-Cola and Pepsi. It will bring a lot of thinking and inspiration, and there are also many places to learn from.
Let's continue to observe carefully and then think seriously. ...