At the recently concluded CCTV advertising bidding conference in 24, Changyu Group became the only successful bidder in the wine industry with an investment of 19.5 million yuan, and bought a 15-second CCTV prime-time advertisement. Sun Jian politician, deputy general manager of Changyu Group, admitted that this 19.5 million yuan advertisement will be used for the marketing of Changyu's high-end brand "Jiebaina".
Zhang Yu's move surprised many people. Because at this time, "Jiebaina" is in an extremely dangerous brand generalization crisis storm.
The dispute originated from the trademark ownership of Jiebaina
The origin of this dispute can be traced back to the beginning of 22. In February of that year, Zhang Yu successfully applied to the State Trademark Office for registration of the "Jiebaina" trademark, and obtained the certificate in April.
One month after the successful registration of the trademark "Cabernet Sauvignon" by Changyu, Great Wall, Dynasty and other enterprises jointly objected and wrote to the State Administration for Industry and Commerce to apply for canceling the registration of Changyu, because "Changyu can't own Cabernet Sauvignon privately, because Cabernet Sauvignon should be the Chinese name of the red grape variety, not the trademark name."
The first trademark dispute, which is the largest and longest-lasting case in China wine industry, involves the most heavyweight enterprises and has the fiercest words, begins. The key factor that determines the success or failure of this dispute lies in the identification of "Xie Baina".
Changyu: Jiebaina is mine
According to Changyu, "Jiebaina" is a golden hen raised by herself. In 1931, Mr. Xu Wangzhi, the president of China Bank who was also the manager of Changyu at that time, named this high-grade wine "Cabernet Sauvignon" with the meaning of "bringing all rivers into the sea". Changyu Company was approved by the Trademark Office of the Ministry of Industry of the Republic of China on September 15th, 1936, and officially registered the trademark of "Jiebaina" and obtained the registration certificate. In 1959, Zhang Yu applied to the then Central Administration for Industry and Commerce for registration of the "Jiebaina" trademark, and granted the record. In 1985 and 1992 after the promulgation of the new Trademark Law, Changyu Company applied for registration of the trademark "Jiebaina" to the State Trademark Office respectively. The trademark "Cabernet" should belong to its name. In China, there has never been a wine variety called "Cabernet Sauvignon", nor one or several grape variety series for brewing red wine called "Cabernet Sauvignon".
Peer: Don't try to monopolize Cabernet
, but other giants in the peer have put forward different views: "Cabernet" is a translation of French Cabernet, which is the name of Cabernet strain that has been widely used in the industry; In the books about wine published in 198, there are some sayings that Cabernet Sauvignon is called "Cabernet Sauvignon", Cabernet Franc is called "Overcoming All Difficulties" and "Carmen Knight". Cabernet Sauvignon has actually become synonymous with high-end wines in China. If Changyu registered the trademark "Cabernet Sauvignon", it would be a blow to the whole wine industry. The implication is that Cabernet is the property of the public, and no one may occupy it privately.
Almost all alcohol-related enterprises and institutions are involved in this dispute. For or against it, the wine market has been noisy for two years. In November 23, this dispute entered the stage of judicial arbitration.
At this sensitive moment, Changyu announced that she had bought some prime-time advertisements of CCTV at a high price of nearly 2 million yuan, and all of them were used for the brand promotion of the high-end brand "Jiebaina".
Low-grade Cabernet Broke Changyu's Defense Line
While Changyu gambled "Cabernet Broke", another crisis came to Changyu quietly.
While several industry giants were quarrelling over the ownership of Cabernet Sauvignon, a large number of wines with the title of Cabernet Sauvignon quietly entered the market, with more than 3 manufacturers, and the lowest price was only one bottle of 1 yuan, which was far lower than the price of sixty or seventy yuan a bottle of Changyu Cabernet Sauvignon.
this disorderly market competition situation with mixed fish and dragons and mud and sand poses a great threat to Cabernet Sauvignon's maintaining its high-end wine brand. In marketing jargon, it is "brand generalization crisis". That is, when a certain kind of product has achieved excellent results in the market, its original brand is often easy to be imitated by other peers, and the original brand is in danger of being referred to as a generic term for such products.
The generalized Cabernet Sauvignon has at least the following dangers: First, it falls from middle and high-grade goods to low-grade, thus losing its ability to fight against foreign brands; Second, the market pressure forced Changyu to give up the brand of "Jiebaina"; Zhang Yu managed to build up Cabernet market, because the simultaneous appearance of 3 Cabernet made consumers lose their ability to distinguish, and eventually lost market trust, and the market share shrank sharply.
Reference:/htmlnews/24/2/24/8871.htm
Respondent: Lao Yao is really clever-Chief Operating Officer, level 13, 1-11, 19: 2
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Thanks a lot
-------------------. > comment on the best answer
There is something wrong upstairs, "Cabernet Sauvignon" is the name of a French grape, and the wine made from this grape is called Cabernet Sauvignon. How come there are a lot of cabernet for more than ten yuan on the market?
Commentator: laolang999-Tong Sheng level
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At the recently concluded CCTV advertising bidding conference in 24, Changyu Group became the only successful bidder in the wine industry with an investment of 19.5 million yuan, and bought a 15-second CCTV prime-time advertisement. Sun Jian politician, deputy general manager of Changyu Group, admitted that this 19.5 million yuan advertisement will be used for the marketing of Changyu's high-end brand "Jiebaina".
Zhang Yu's move surprised many people. Because at this time, "Jiebaina" is in an extremely dangerous brand generalization crisis storm.
The dispute originated from the trademark ownership of Jiebaina
The origin of this dispute can be traced back to the beginning of 22. In February of that year, Zhang Yu successfully applied to the State Trademark Office for registration of the "Jiebaina" trademark, and obtained the certificate in April.
One month after the successful registration of the trademark "Cabernet Sauvignon" by Changyu, Great Wall, Dynasty and other enterprises jointly objected and wrote to the State Administration for Industry and Commerce to apply for canceling the registration of Changyu, because "Changyu can't own Cabernet Sauvignon privately, because Cabernet Sauvignon should be the Chinese name of the red grape variety, not the trademark name."
The first trademark dispute, which is the largest and longest-lasting case in China wine industry, involves the most heavyweight enterprises and has the fiercest words, begins. The key factor that determines the success or failure of this dispute lies in the identification of "Xie Baina".
Changyu: Jiebaina is mine
According to Changyu, "Jiebaina" is a golden hen raised by herself. In 1931, Mr. Xu Wangzhi, the president of China Bank who was also the manager of Changyu at that time, named this high-grade wine "Cabernet Sauvignon" with the meaning of "bringing all rivers into the sea". Changyu Company was approved by the Trademark Office of the Ministry of Industry of the Republic of China on September 15th, 1936, and officially registered the trademark of "Jiebaina" and obtained the registration certificate. In 1959, Zhang Yu applied to the then Central Administration for Industry and Commerce for registration of the "Jiebaina" trademark, and granted the record. In 1985 and 1992 after the promulgation of the new Trademark Law, Changyu Company applied for registration of the trademark "Jiebaina" to the State Trademark Office respectively. The trademark "Cabernet" should belong to its name. In China, there has never been a wine variety called "Cabernet Sauvignon", nor one or several grape variety series for brewing red wine called "Cabernet Sauvignon".
Peer: Don't try to monopolize Cabernet
, but other giants in the peer have put forward different views: "Cabernet" is a translation of French Cabernet, which is the name of Cabernet strain that has been widely used in the industry; In the books about wine published in 198, there are some sayings that Cabernet Sauvignon is called "Cabernet Sauvignon", Cabernet Franc is called "Overcoming All Difficulties" and "Carmen Knight". Cabernet Sauvignon has actually become synonymous with high-end wines in China. If Changyu registered the trademark "Cabernet Sauvignon", it would be a blow to the whole wine industry. The implication is that Cabernet is the property of the public, and no one may occupy it privately.
Almost all alcohol-related enterprises and institutions are involved in this dispute. For or against it, the wine market has been noisy for two years. In November 23, this dispute entered the stage of judicial arbitration.
At this sensitive moment, Changyu announced that she had bought some prime-time advertisements of CCTV at a high price of nearly 2 million yuan, and all of them were used for the brand promotion of the high-end brand "Jiebaina".
Low-grade Cabernet Broke Changyu's Defense Line
While Changyu gambled "Cabernet Broke", another crisis came to Changyu quietly.
While several industry giants were quarrelling over the ownership of Cabernet Sauvignon, a large number of wines with the title of Cabernet Sauvignon quietly entered the market, with more than 3 manufacturers, and the lowest price was only one bottle of 1 yuan, which was far lower than the price of sixty or seventy yuan a bottle of Changyu Cabernet Sauvignon.
this disorderly market competition situation with mixed fish and dragons and mud and sand poses a great threat to Cabernet Sauvignon's maintaining its high-end wine brand. In marketing jargon, it is "brand generalization crisis". That is, when a certain kind of product has achieved excellent results in the market, its original brand is often easy to be imitated by other peers, and the original brand is in danger of being referred to as a generic term for such products.
The generalized Cabernet Sauvignon has at least the following dangers: First, it falls from middle and high-grade goods to low-grade, thus losing its ability to fight against foreign brands; Second, the market pressure forced Changyu to give up the brand of "Jiebaina"; Zhang Yu managed to build up Cabernet market, because the simultaneous appearance of 3 Cabernet made consumers lose their ability to distinguish, and eventually lost market trust, and the market share shrank sharply.
Respondent: Wu Tiantian-No.14 Grade 1-11 19: 23
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Respondent: life-Scholar Level 2 1-11 19: 32
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