Recently, 24 "Lotus" trademarks will be put into public auction, with the starting price ranging from 822,9 yuan to 6,582,9 yuan, and the cumulative evaluation price is more than 7 million yuan.

After the auction information of the "Lotus Department" trademark was exposed, the market was deeply saddened by this once well-known trademark, and the share price of Lotus Health fell by nearly 4% in early trading on July 8. Among the 24 "Lotus" trademarks in this auction, there are words or graphics such as Lotus, Lotus Shangpin, Lotus Dew, Zhongyuan Lotus, June Spring, Lotus Feng, Lotus Treasure and Lotus Fabao. The trademarks being auctioned are not what we usually think of as "Lotus" monosodium glutamate trademarks, but other trademarks registered by affiliated companies.

Trademarks are important intangible assets for established brands with a long history and wide popularity. All the 24 trademarks at the bottom of the closet were put up for auction this time. What happened to lotus gourmet powder? According to the investigation, there are dozens of lawsuits in lotus gourmet powder, including loan contract disputes and enterprise loan disputes. In addition, the company also has several records of executed persons. In March 221, its execution amount exceeded 2 million yuan.

Is lotus gourmet powder, who once accompanied us, going to die?

China's monosodium glutamate production has entered a stage of rapid development since 198s, and it has become a big country in the world. Lotus gourmet powder was founded in this period. During the 15 years from 1983 to 1997, the annual output of lotus gourmet powder increased from 4 tons to 12, tons, an increase of nearly 3 times. The output value has also increased from 9.45 million yuan to 2.23 billion yuan, and the output of monosodium glutamate ranks first in the world, with a domestic market share of 43.4%, making it a veritable "king of monosodium glutamate". In 1998, lotus gourmet powder was listed on the Shanghai Stock Exchange. Less than three years after its listing, lotus gourmet powder's export volume alone reached 1, tons, which made it difficult to meet its rivals at home and became the pride of domestic brands abroad.

in 22, lotus gourmet powder reached the top! However, with the promulgation of the environmental protection law, the rising cost, the macro-control of the state, and the payment of employees' salaries as high as 1 million yuan, lotus gourmet powder's capital flow was tight, the cost remained high, and its performance fluctuated. In 23, lotus gourmet powder suffered its first loss after five years of listing. Lotus gourmet powder's road to debt begins.

from 26 to 29, lotus gourmet powder was punished for several violations of the letter, and the then director of the company, Jiangao, was warned and fined. Beginning in 21, lotus gourmet powder began to lose money for one year, and the profit fluctuated for one year. Generally, the profit was 2 million to 3 million, while the loss was 3.5 billion yuan. In the year of turning losses, large government subsidies and debt restructuring played a key role. In 217, this fluctuation came to an abrupt end. In this year, the company's net profit was-13 million yuan, and the loss in 218 expanded to 333 million yuan. In May 219, Lotus Health was listed as an executor of dishonesty by Xiangcheng People's Court of Henan Province because of the shortage of funds. Up to now, the total amount of execution of Lotus Group has exceeded 2 million yuan, and now lotus gourmet powder has reached the end of trademark auction.

where did lotus gourmet powder lose when it was executed over 2 million yuan and repaid by auctioning trademarks?

1) Blind diversification

Around 2, lotus gourmet powder invested in many industries unrelated to the monosodium glutamate industry, such as garment factories, medical equipment factories, mineral water plants, etc., all of which ended in failure, and all the money was wasted, and some even went to court. This is not over yet. Later, I tried to diversify my business, such as shoe-making logistics, smart agriculture, finance, etc., but all of them gained little and fell into insolvency, which eventually dragged down the development of the main business.

2) poor internal management

two sets of books, true and false, equity disputes, and occupation of funds of listed companies. At that time, lotus gourmet powder Group, the controlling shareholder of lotus gourmet powder, occupied a large amount of funds of listed companies for a long time. By 24, the amount occupied had reached 949 million yuan. According to some old employees, corruption has been frequent for a long time, from sales to executives.

3) The original accumulation was consumed in large quantities

In order to reduce the cost, lotus gourmet powder changed the raw materials into wheat in 21, and by 23, lotus gourmet powder invested more than 7 million yuan in the technical transformation of wheat instead of corn to produce monosodium glutamate. At the same time, lotus gourmet powder was fined more than 12 million yuan in 23 because he was found to have illegally discharged sewage by the former Environmental Monitoring Office of the State Environmental Protection Administration. Coupled with the investment in new projects, lotus gourmet powder's original accumulation has been exhausted.

4) Ji Yi "capital player"

In 214, lotus gourmet powder changed hands, Xia Jiantong and his Ruikang department entered lotus gourmet powder and became the actual controllers of lotus gourmet powder. As soon as I started, I changed lotus gourmet powder to Lotus Health, and prepared to save the decline with great health. Later, I included listed companies such as Sofitel and Long-distance Cable. A year later, he invested more than 7 million yuan to set up four companies, including Lotus Smart Fertilizer Industry, Modern Agriculture, Premium Trade and Shenzhen Former OceanLotus Health Enterprise Management Company. Without money, it is difficult to move. In 216, Xia Jiantong spent more than 7 million pounds to acquire Aston Villa, an old English football club. In 219, lotus gourmet powder 1 yuan sold its wholly-owned subsidiary Canon Thermal Power, which suffered huge losses of tens of millions every year. In October of the same year, Xia Jiantong was offered a reward of 3, yuan by the court to find his whereabouts.

in January 221, Xia Jiantong was arrested. In the meantime, Gu Huamei briefly became the actual controller of Lotus Health. At present, the controlling shareholder of Lotus Health is Wuhu Liantai Investment Management Center, and the actual controller is Li Houwen.

5) The market of monosodium glutamate is shrinking

According to relevant statistics, the consumption of monosodium glutamate in China's market has dropped from 1.146 million tons to 89, tons from 213 to 218, and it is predicted that the consumption of monosodium glutamate in China will drop to 77, tons by 223. Monosodium glutamate is only a basic seasoning, and it is difficult to make new innovations in product form and taste. In contrast, the iterative updating of chicken essence, soy sauce, oyster sauce and other flavors constantly creates new taste experiences and healthier consumer services for consumers. In this case, the lack of market competitiveness of monosodium glutamate, coupled with the shrinking market, made lotus gourmet powder lose its former position.

From the first time in the industry to the brink of bankruptcy, disorderly diversified investment, several changes of ownership and poor internal management, lotus gourmet powder faded out of the market in the process of consumption upgrading and continuous innovation in the industry. The trademark auction in lotus gourmet powder should be used to alleviate the shortage of funds. But this may be just a drop in the bucket for lotus gourmet powder.