After the auction information of the "Lotus Department" trademark was exposed, the market was deeply saddened by this once famous 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, Lotus Dew, Central Plains Lotus, June Spring, Lotus Feng, Lotus Treasure and Lotus. The auctioned trademark is not what we usually think of as "Lotus" monosodium glutamate trademark, but other trademarks registered by affiliated companies.
For established brands with a long history and high reputation, trademarks are important intangible assets. This time, 24 trademarks at the bottom of the closet were put up for auction. 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 has several records of the executed person. In March of 20021year, its execution amount exceeded 200 million yuan.
Is lotus gourmet powder, who once accompanied us, going to die?
Since the 1980s, China's monosodium glutamate production has entered a stage of rapid development, becoming a major producer of monosodium glutamate in the world. Lotus gourmet powder was founded in this period. During the period from 1983 to 1997, the annual output of lotus gourmet powder increased from 400 tons to120,000 tons, an increase of nearly 300 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". 1998, lotus gourmet powder is listed on the Shanghai Stock Exchange. Less than three years after its listing, lotus gourmet powder's export volume alone reached 654.38+10,000 tons, making it difficult to meet its rivals at home and becoming the pride of domestic brands abroad.
In 2002, lotus gourmet powder reached the summit! However, with the promulgation of the Environmental Protection Law, the cost has risen, and the national macro-control has paid employees as much as 654.38 billion yuan. lotus gourmet powder's capital flow is tight, the cost remains high, and its performance fluctuates. In 2003, lotus gourmet powder lost money for the first time after listing for five years. Lotus gourmet powder's road to debt began.
From 2006 to 2009, lotus gourmet powder was punished for repeatedly violating the regulations, and Gao Jian, then director of the company, was warned and fined. Starting from 20 10, lotus gourmet powder began to lose money for one year, and its profit fluctuated for one year. The general profit is 20-30 million, and the loss is 3.5 billion. In the year of turning losses, a large number of government subsidies and debt restructuring played a key role. 20 17, this fluctuation came to an abrupt end. This year, the company's net profit was-103 million yuan, and the loss in 20 18 year expanded to 333 million yuan. On May 20 19, Lotus Health was listed as an executor of dishonesty by Xiangcheng People's Court of Henan Province due to lack of funds. Up to now, the total execution amount of Lotus Group has exceeded 200 million yuan, and now lotus gourmet powder has reached the end of trademark auction.
Lotus gourmet powder has been executed for more than 200 million yuan, and the auction trademark is repaid. Where is the loss?
1) Blind diversification
Around 2000, lotus gourmet powder invested in many industries unrelated to the monosodium glutamate industry, such as garment factories, medical equipment factories and mineral water plants. All ended in failure, all the money was wasted, and some even went to court. It's not over yet. Later, I tried to diversify my business, such as shoemaking logistics, smart agriculture and finance. However, they all gained little and fell into insolvency, which eventually dragged down the development of the main business.
2) Poor internal management
Engage in two sets of true and false account books, equity disputes, and occupy the 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 2004, the occupied amount had reached 949 million yuan. According to some old employees, corruption has been frequent for a long time, from sales to executives.
3) primitive accumulation and large consumption.
In order to reduce the cost, lotus gourmet powder changed the raw material to wheat from 200 1, and by 2003, lotus gourmet powder invested more than 700 million yuan in the technical transformation of producing monosodium glutamate with wheat instead of corn. At the same time, lotus gourmet powder was fined120,000 yuan in 2003 because it was found by the environmental monitoring station of the former State Environmental Protection Administration to have illegally discharged pollutants. Coupled with the investment in new projects, lotus gourmet powder's original accumulation has been exhausted.
4) A few simple "capital players"
In 20 14, lotus gourmet powder changed hands, and Xia Jiantong and his Kangrui department entered lotus gourmet powder and became the actual controllers of lotus gourmet powder. From the very beginning, lotus gourmet powder was replaced by Lotus Health, and it was ready to save the decline with great health. Later, I included Sofitel, long-distance cable and other listed companies. A year later, he invested more than 70 million yuan to participate in the establishment of four companies, including Lotus Intelligent Fertilizer, Modern Agriculture, Premium Trade and Shenzhen Former OceanLotus Health Enterprise Management Company. Without money, it is difficult to move. Just when Lotus Health was in financial trouble, in 20 16, Xia Jiantong spent more than 70 million pounds to buy Aston Villa, an old English football club. 20 19 lotus gourmet powder 1 Yuan sold its wholly-owned subsidiary "Canon Thermal Power", resulting in huge losses of tens of millions every year. In the same year, in 10, the court offered a reward of 300,000 yuan for finding the whereabouts of Xia Jiantong.
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.
5) The monosodium glutamate market is shrinking.
According to relevant statistics, from 20 13 to 20 18, the consumption of monosodium glutamate in China's market dropped from1146,000 tons to 890,000 tons. It is estimated that by 2023, the consumption of monosodium glutamate in China will drop to 770,000 tons. Monosodium glutamate is only a basic seasoning, and it is difficult to make new innovations in product form and taste. In contrast, chicken essence, soy sauce, oyster sauce and so on
The iterative updating of tastes 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 of 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 of the industry. Trademark auction in lotus gourmet powder should be used to alleviate the shortage of funds. But this may be a drop in the bucket for lotus gourmet powder.