Search directly online! To put it simply: Wong Lao Kat is a brand of Guangzhou Pharmaceutical, but because at that time "Wong Lao Kat" was focused on the Guangdong market, it was just a regional local drink. At that time, the core competitiveness of the entire Guangzhou Pharmaceutical Group was in medicines and beverages, so Guangzhou Pharmaceutical leased the Wanglaoji trademark to Jiaduobao.
As for the detailed reasons why the red canned and green Tetra Pak Wong Lo Kat on the market do not come from the same company:
In fact, the origin of the two Wong Lao Kat packaging from different manufacturers can be traced back to the previous article. Let’s talk about a transaction in the mid-1990s. In 1995, Guangzhou Pharmaceutical Group, the owner of the Wonglaoji brand, leased the right to use the canned Wonglaoji brand to Hong Kong Jiaduobao.
“The right to use the Wanglaoji brand of Hong Kong Jiaduobao was indeed leased to him by us, starting from 1995 until 2020.” On June 19, He Shuhua, Secretary of the Board of Directors of Guangzhou Pharmaceutical Co., Ltd. It was confirmed to reporters that Jiaduobao has the exclusive right to sell red canned Wanglaoji herbal tea during this period.
Before being leased to Jiaduobao, "Wanglaoji" had been in the Guangdong market for more than 100 years and was just a regional local drink. He Qing, marketing director of Wanglaoji Pharmaceutical, once told the media that at that time, the core competitiveness of the entire GPHL was in medicines and beverages, and relatively little effort was put into it. “Since someone is willing to make beverages, our resources cannot be used ourselves, so we might as well rent them out. ”
“It seems that the decision made at that time was very correct.” He Shuhua said that it is not easy to achieve sales of hundreds of millions of herbal teas.
According to Geng Yicheng, general manager of Chengmei Marketing Consulting Company: "The Wanglaoji herbal tea market was completely created by red cans, and green Tetra Pak only entered later."
Guangzhou Wanglaoji Pharmaceutical has not been shy about its "borrowing money" behavior. He Qing, marketing director of Wong Lao Kat Pharmaceuticals, said that the current strategy is to rely on external forces, because green-packaged Wong Lao Kat herbal tea has been on the market as early as the mid-1990s, but the taste was more bitter than now and the output was also low. When the "red can" beverage became popular in the market, "Green Packet" also quickly improved the formula to make the taste closer to the "red can".
Driven by the red cans, the sales volume of "green package" Wonglaoji reached 710 million in 2007. Wonglaoji Pharmaceutical, which once ranked last among the subsidiaries of Guangzhou Pharmaceutical, also jumped to the top of the list in terms of sales and sales. Double crown in growth rate. In 2007, sales of Pan Gaoshou herbal tea were only about 50 million.
Canning drives Tetra Pak packaging
“Without Jiaduobao, Wong Lo Kat would not be what it is today.” Mr. Geng, an industry insider, told reporters that the system of GPHL has restricted the development of many of its brands. He Shuhua also admitted that before 2000, Wong Lo Kat's sales were not even as good as those of its brands Chen Liji and Pan Gaoshou.
The "unused resources" of Guangzhou Pharmaceutical Group have flourished in the hands of Jiaduobao. No one can deny Jiaduobao’s efforts and contributions to Wong Lo Kat’s current glory.
"In 2003, Jiaduobao invested more than 100 million yuan in advertising." Geng Yicheng said on June 16 that under the strong advertising pull, with the phrase "Drink Wonglaoji for fear of getting angry" With the familiar advertising slogan, red canned Wong Lo Kat quickly opened up the market: in 2003, the sales of red canned Wong Lo Kat surged from more than 100 million yuan in 2002 to 600 million yuan, and rushed out of Guangdong; in 2004, despite the company's continuous expansion of production capacity, However, supply still exceeds demand, with annual sales exceeding 1 billion yuan; sales in 2007 reached 8 billion yuan.
In the past few years, Jiaduobao has never relaxed its fight for the market. "Banning Wong Lo Kat" is the most typical case.
After the "banning of Wong Lo Kat" incident, Jiaduobao gained both fame and fortune. The incident itself was hailed by the industry as a classic online marketing case.
Guangzhou Pharmaceutical has leased the right to use the trademark of canned Wonglaoji. It seems to be a "win-win" deal - it not only leverages on Jiaduobao's popular Wonglaoji, but also creates the green Tetra Pak Wonglaoji. A market. However, the huge contrast between the 8 billion for the red can and the 700 million for the green box made Guangyao feel stuck in its throat.
One mountain cannot accommodate two tigers
After putting so much effort into it, Guangzhou Pharmaceutical easily took a ride on it, but Jiaduobao could only turn a blind eye. Turning a blind eye, the word "tolerance" comes first. After all, Wong Lao Kat's real owner is Guangzhou Pharmaceutical. For Jiaduobao, establishing a good relationship with Guangzhou Pharmaceutical is the key, because it is related to the renewal of Jiaduobao's lease of the Wanglaoji brand.
Both parties seemed unwilling to mention the amount of the lease contract signed that year and the last contract renewal. Both He Shuhua and He Qing said they were "not clear" about the matter, while the marketing department of Jiaduobao (Guangdong) Co., Ltd. did not respond to reporters' interview requests.
Reports revealed that in 2001, in order to renew the "Wanglaoji" trademark use contract with Guangzhou Pharmaceutical Group, Hong Kong Hongdao Group gave Li Yimin, the former vice chairman and general manager of Guangzhou Pharmaceutical Group, three times in Hong Kong. (In 2005, he was sentenced to life imprisonment by the Guangzhou Intermediate People’s Court for accepting bribes) 3 million Hong Kong dollars.
A GPHL employee wrote in a blog: "Li Yimin took bribes and signed a lease contract for the Wong Lo Kat trademark. Shouldn't such a contract be cancelled? But if the Wong Lo Kat brand is not operated by Hong Kong people, , will there still be billions of yuan in annual sales of Wanglaoji herbal tea now?"
If the contract signed by Li Yimin is legally deemed invalid, then the trademark lease period will be due from January 1, 2012. Owned by Guangzhou Pharmaceutical Group. At that time, the question before us is: after the trademark lease expires, will Jiaduobao spend a lot of money to acquire or renew the lease of the trademark, or will it give up the Wanglaoji brand and build a new brand?
According to a reporter Employees who have worked at Jiaduobao Company revealed that Jiaduobao Company’s senior management has begun to consider solving this important issue. It is worth mentioning that someone in the senior management holds a large share of GPHL in some way, and has a considerable degree of decision-making influence on the ownership of the right to use the trademark after it expires. It is expected that through this approach, Trademark lease renewal.
The reporter learned that although He Shuhua affirmatively answered that Jiaduobao’s lease of the Wanglaoji brand management rights will not expire until 2020, the National Trademark Office’s announcement showed that it was consistent with the time in Li Yimin’s case. Guangzhou Pharmaceutical will The renewal period for the Wong Lo Kat brand to be leased to Hong Kong Jiaduobao Group is from 2003 to 2013.
Wang Hao, general manager of Beijing Best Fuda Times Intellectual Property Agency Co., Ltd., told reporters that the cooperation intention reached by the two parties may be until 2020, but the license for a trademark is valid for 10 years, so it needs to be renewed every 10 years. Renewal. But this does not mean that Jiaduobao will be able to be used until 2020, because by 2013, if one party regrets, whether the contract can be protected by law depends on the specific contract provisions.
The "sequelae" of Li Yimin's bribery case will last until 2013. As for whether Guangzhou Pharmaceutical will continue to "borrow money" from Jiaduobao and be happy with the fraction of the huge profits it makes, or will it "burn the bridge" and seize the country that Jiaduobao invested heavily in? Everything is still unknown.