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Trademark dispute
The first trademark case in China - Guangzhou Pharmaceutical (hereinafter referred to as "Guangzhou Pharmaceutical" ”) and Jiaduobao’s parent company Hongdao Group (hereinafter referred to as “Hongdao”) regarding the Wong Lo Kat trademark dispute finally came to an end on May 11, 2012. After more than 380 days of waiting, the China International Economic and Trade Arbitration Commission issued a ruling , the "Supplementary Agreement on the "Wanglaoji" Trademark License" and the "Supplementary Agreement on the "Wanglaoji" Trademark License Contract" signed by Guangzhou Pharmaceutical Group and Hongdao Group, the parent company of Jiaduobao, are invalid, and Hongdao Group has stopped using the "Wanglaoji" trademark. This also means that the red cans of Wanglaoji sold on the market from May 2010 to the present are all infringing products, and GPHL has the right to pursue losses.
Who should say sorry?
Since the fall-out between GPHL and Hongdao Group, Wanglaoji has been trapped in the vortex of "not being favored" by public opinion. It has taken a ride on brand marketing, plagiarized competitors' advertisements, and invested hundreds of millions to produce meager results. , doubts are growing day by day. GPHL’s Wanglaoji “big health” industry has exacerbated the widely criticized predicament. As a state-owned enterprise, GPHL's "big health" seems extremely powerful, but in fact it has changed the properties of Wanglaoji herbal tea. Today, Wanglaoji has fallen into a lose-lose situation in terms of brand and channel in the herbal tea industry. It is time to say "sorry".
Wong Lao Kat, it’s time to say “I’m sorry” to “Chinese Herbal Tea”
Wong Lao Kat is no longer the “Wang Lao Kat”
Leave aside Hong Kong Hongdao Group and GPHL The right and wrong between the groups. Is "Wanglaoji", a brand valued at 108 billion yuan, really worth as much as its estimated value in the hands of GPHL? Before the popularity of the red can of Wonglaoji, GPHL had been unable to promote Wonglaoji. Wonglaoji was only famous in Lingnan, and the entire herbal tea market capacity in 2002 was less than 200 million yuan.
The original thin fields were uncultivated, but thousands of people fought to cultivate them
The GPHL family has a huge business and is the company with the most time-honored brands in China. Wong Lo Kat is just one of its sons. Wanglaoji finally grew up so big, and even defeated Coca-Cola to gain popularity and gain popularity. If it fails just because of this battle, it would not only be a pity, it would simply be a crime! Son, you still have to follow someone who is closer to you in order to grow stronger.
Will "Wong Lo Kat" become the second "Jianlibao"
After the founding of the People's Republic of China, there were more than 16,000 time-honored brands in China, and only more than 2,000 of them survived. The survival rate is so Low, we can’t help but worry about Wong Lao Kat’s future. I hope Wong Lo Kat will not become the second Jianlibao, otherwise Jiaduobao, which has worked hard to cultivate it for many years, will be heartbroken.
Wanglaoji, it’s time to say sorry to your competitors
The sad fate of the private enterprises that raised “Wanglaoji”
Jiaduobao Company’s contribution to the Wonglaoji brand , contains their blood and tears, glory and dreams. After such a brand became big, it was taken away by Guangzhou Pharmaceutical Group in an almost inhumane way. It was reasonable in terms of law, but not justified in terms of etiquette and emotion.
Even the advertisements are plagiarized. Does GPHL lack talents?
Is there really such a shortage of marketing talents within the huge GPHL? It was reduced to the point where hundreds of millions of advertising dollars were invested to encircle and suppress Jiaduobao plagiarism. This not only lacks its own characteristics, but also makes people feel that this is a company without innovation and "enterprise products". Now, whenever Wong Lo Kat ads appear on TV, consumers get angry.
Compared with Jiaduobao, why is Guangzhou Pharmaceutical always the wrong player?
The Guangzhou Pharmaceutical Group is busy suing and complaining, in disguise to increase the popularity of Jiaduobao, and conducts so-called At the same time as "virtual profit creation", judging from the promotion speed of GPHL's red can of Wonglaoji, GPHL's marketing lags far behind Jiaduobao, and even the good opportunity to seize market distribution channel resources and inherit market consumption inertia was in vain. Wasted.
Wang Lao Kat, it’s time to say sorry to GPHL
Wong Lao Kat, the good medicine for removing internal heat, made GPHL “inflamed”
For Guangzhou Pharmaceutical, Insufficient production capacity and inability to occupy channels as quickly as possible may become its Achilles heel in the red can war. Before Guangzhou Pharmaceutical could gain a firm foothold, Jiaduobao took advantage of the promotion of "The Voice of China" to catch Guangzhou Pharmaceutical off guard again. Guangzhou Pharmaceutical was constrained by Jiaduobao in every aspect and lagged behind Jiaduobao step by step. Investors' confidence was completely eroded.
Winning the brand, losing the hearts of the people, netizens spontaneously boycotted GPHL
I was just a passerby, but as a legal person, I was really shocked by the recent actions of GPHL. It turns out that shamelessness can be achieved This level! Wong Lao Ji, a national brand that has gained prominence in the hands of Jiaduobao, will definitely be destroyed by Guangzhou Pharmaceutical!
Hundreds of millions of dollars in advertising only earned 30 million yuan, and GPHL spent money to make money
According to the annual report of GPHL, the company's operating income in 2012 was 8.2 billion yuan, a year-on-year increase of 51.28%; net profit It was 395 million yuan, a year-on-year increase of 37.47%. However, last year, Wanglaoji Health Company, the company's main "spending money", only achieved a profit of 30.96 million yuan, which was less than one-tenth of the capital investment. Behind the seemingly good data, the soaring sales expenses reflect Wong Lo Kat's dilemma of being unable to make ends meet.
Conclusion
As the inheritor of the state-owned time-honored "Wanglaoji" brand, GPHL failed to carry forward the "Wanglaoji" brand on its own in the past, and it has not yet recovered its disadvantages in brand marketing and market share. Many people even question its "legitimacy" and "morality". GPHL has also set a sales target of 10 billion yuan for Wong Lo Kat in 2013. However, facing the Jiaduobao brand, which is already in a leading position in marketing and other aspects, GPHL's "shopping" seems to be somewhat inadequate. Facing the vast number of consumers, competitors and itself, the most important thing Wong Lo Kat should say is not "it's okay" but "sorry"!
Compiled by the editor of Aibao.com.