As the top brand of Chinese herbal tea, what is the story of the twin brothers Wanglaoji and Jiaduobao who fall in love and kill each other? Hurry up and take a look with Xiao Dianjun.
Wanglaoji was originally a herbal tea product under the Guangzhou Pharmaceutical Group. However, due to poor management, Wonglaoji did not flourish in the hands of Guangzhou Pharmaceutical. It only had a certain reputation in the Lingnan area and did not make a big splash.
At that time, the discerning Jiaduobao Group took a fancy to the market potential of herbal tea, but suffered from the lack of well-known products. So in 1995, Jiaduobao Group signed a lease contract with Guangzhou Pharmaceutical Group. The production and sales rights of Wanglaoji held by Guangzhou Pharmaceutical came and the packaging was changed accordingly, from the previous green box to red filling.
In 1997, GPHL signed a trademark licensing contract with Hong Kong Hongdao Group, the parent company of Jiaduobao, until 2010. The "stepmother" of Jiaduobao Company began to officially promote Wanglaoji herbal tea.
With Hongdao Group’s massive investment and sophisticated publicity, the slogan “Drink Wanglaoji if you’re afraid of getting angry” has become more and more familiar to people, and the reputation of the red canned herbal tea Wanglaoji has also grown. Xiang has gradually become the number one herbal tea brand in China, and has also brought huge benefits to Hongdao Group.
Having tasted the sweetness, Hongdao Group paid more and more attention to the red ocean of herbal tea. Its chairman Chen Hongdao even did not hesitate to ask the then vice chairman of GPHL from 2001 to 2003 in order to stay on top. Li Yimin, the general manager and general manager of the company, bribed 3 million Hong Kong dollars in bribes and obtained two valuable "agreements": GPHL allowed Hongdao Group to extend the production and operation rights of "Red Can Wonglaoji" until 2020, and collected an annual trademark use fee of approximately 5 million yuan.
Later, Li Yimin was sentenced for accepting bribes, and Chen Hongdao also fled on bail. So far, he has not been arrested. However, the Wong Lo Kat trademark was leased to Hongdao Group at a low price. From 2000 to 2011, GPHL's trademark usage fees only increased by 560,000 yuan.
As the value of Wong Lao Kat increased, in November 2010, GPHL launched the Wong Lao Kat trademark evaluation process. At that time, the brand value of Wong Lao Kat was also evaluated at 108.015 billion yuan, making it the number one brand in China. GPHL was no longer willing to take only a low amount of trademark fees, so both parties insisted on their own opinions. GPHL believed that the supplementary agreement was invalid and that Wong Lao Kat's trademark rights should be recovered in 2010, while Wong Lo Kat insisted that the contract was valid and the trademark rights should be withdrawn. Use until 2020.
In April 2011, Guangzhou Pharmaceutical filed an arbitration request with CIETAC. Later, because Hongdao Group never responded to the lawsuit, the arbitration did not produce a result.
On May 11, 2012, GPHL received an award from the China International Economic and Trade Arbitration Commission dated May 9, 2012. The trade arbitration award: GPHL and the parent company of Jiaduobao The "Supplementary Agreement on the "Wanglao Kat" Trademark License" and the "Supplementary Agreement on the "Wanglao Kat" Trademark License Contract" signed by Hongdao (Group) Co., Ltd. are invalid; Hongdao (Group) Co., Ltd. has stopped using the "Wanglao Kat" trademark. As a result, "Wong Lo Kat", a child raised by his stepmother, was officially sentenced to be returned to his biological mother along with the packaging of his red can of herbal tea.
Although Jiaduobao Group has lost the golden brand of Wanglaoji, its superb business methods and business acumen have not deteriorated. The group quickly started to eliminate "Wanglaoji", started to create a golden can herbal tea "Jiaduobao", and changed the advertising slogan to "If you are afraid of getting angry, drink authentic herbal tea Jiaduobao", relying on the success of operating Wonglaoji for many years The experience has been growing rapidly, and it has become a big brand in the herbal tea market second only to Guangyao Wanglaoji.
The war between Wanglaoji and Jiaduobao is a close-quarters brand battle with Chinese characteristics. The bloody tit-for-tat struggle experienced by the two companies involved large amounts, a long time span, and was extremely complex in nature, allowing Chinese companies and consumers to see the profound motivations and power of brand disputes.
Jiaduobao Group is an outstanding promoter. He used superb marketing methods to break the geographical restrictions of Wanglaoji and promote it nationwide, making it the leading brand in the herbal tea market.
However, a trademark and brand dispute that surfaced in 2012 made the marketing industry face a naked conflict of interests, and at the same time brought people deeper thinking.