129838017191562500_62Yinlu contract wide medicine King Lao JI figure red and green battle looming behind Nestlé
If a ' Wang Lao JI ' "trademark arbitration settles a case of node, now Guangzhou Pharmaceutical Corporation and jiaduobao Corporation has entered the second stage of PK--listing of their herbal tea, accompanied by fierce ' red tank ' controversy. It is tragic, in the interests of fighting this summer, round has not ceded on the outcome, and the next round--channel dispute has been in full swing.Red tank battles, mostly move process, and will separate the winning or losing, this "red green" may not be a winner. On May 28, Wang Lao JI founder fifth daixuansun-herbal tea-Wang Jianyi out Beijing, jiaduobao limited (hereinafter referred to as "extra treasure") platform, and published a paper is a component of the statement--"I again, How precious production increases by a secret recipe handed down from generation to generation in the preparation of herbal tea is authorized by my exclusive, a former, now is, is also in the future. "On June 3, the Guangzhou Pharmaceutical Corporation (hereinafter referred to as" Guangzhou pharmaceutical ") wears a red tank Wang Lao JI shock appeared for the first time in the herbal tea in the great wall, and published the Declaration of the great wall, an affidavit is Wang Lao JI into a brand in the world. Also make a vision--"within five years to achieve annual sales$ 30 billion to 2020 to achieve annual sales of 60 billion yuan. "This is the second round after the first round, an arbitration case and then, facing jiaduobao has been lost, has held high profile media presentations. "Great sadness, the momentum never lost on, so as to obtain as much as possible consumer understanding and sympathy.
"Market observers Qu Jingman on new financial reporter. Zhihou, Followed by Guangzhou pharmaceutical Press Conference stressed that "Wang Lao JI" have returned to Guangzhou pharmaceutical and jiaduobao of "infringing goods" to "denounce"--in this case, red tank battle has been seen. This time, jiaduobao is also a "movement"-May 17, jiaduobao brought to the Beijing first intermediate people's Court to withdraw "Wang Lao JI" trademark application for a ruling. The hospital alsoHave been placed.
Latest progress, day of Guangzhou pharmaceutical Wang Lao JI listed wears red tank, jiaduobao has issued a paper statement – is intended to highlight, Guangzhou pharmaceutical red tank "infringement". "Now, who is infringing? Has become inextricably intertwined. Which side lost, there will be a bunch of people are worse, so the two sides are to spell. But the result is bound to be--neither. "In the field of energy dissipation for many years in the gameOne Executive to new financial journalists analyze. Qu Jingman believes that red cans packaging is Wang Laoji this brand for years to form, with a unique identification of the brand symbol. In the eyes of consumers
www.powerleveling.us/diablo-3, red tank and Wang Lao JI is seamless, if Wang Lao JI remove red packaging, consumers ' recognition of fuzzy, formation of long-term brand equity cannot be strengthened and renewed, King of consumerLaoji cognition is based on red cans packaging.
In short – to replace Wang Lao JI green packaging, most consumers do not recognize that "they will think it is Wang Laoji Wang Lao JI has not before." In fact, as early as a month ago, after Wang Lao JI trademark arbitration to settle, "red tank battle will be the focus next fight"--when marketingWhen interviewed by new financial reporter Li Lin Chun, was already expected this result.
Now, this contention has not tell each other. Jiaduobao "statement" of Guangzhou pharmaceutical torts, but has yet to appeal. "Seize the time to collect evidence. For example, the other in red tank hard advertisements published in the Wang Lao JI, and drink the Red jar is also gather. "June 8Today, more treasure to people familiar with the new financial reporters. Drug was widely considered their "infringement", before adding more, and after Wang Laoji's herbal tea is still awash with red tank on the market. According to the people familiar with the matter said: "add new listing after Red cans of herbal tea from May 28, is a comprehensive listing, but not deliberately pursue, because, now, ' Wang Lao JI 'Nor is there any question of law. "Tangled in both fights," Wang Lao JI "and" red tanks "are not the body back," in fact, no matter how to fight, or market share, most care about the two interests. After all, is also of interest.
"Qu Jingman said. In his view, red tank battle is about season of sales between the two sides on major matters, estimated before the end of the season to solutionsAgreed, ruling could also compare the process of twists and turns. Similarly, Chinese Academy of social sciences in economics Ma Guangyuan said when interviewed by the media: both parties compete for future herbal tea is the nature of the market share of the market, and public jiaduobao and now the recognition and distinction of Wang Lao JI itself. So, this summer for jiaduobao, for Guangzhou pharmaceutical, is bound to be very critical of。 However, the difference is, there are many people in the industry and Ma Guangyuan regarded the "Wang Lao JI" marks, "The outcome is a foregone conclusion."
Jiaduobao or even "know very well", not on one side and Guangzhou pharmaceutical litigation, hard of Wang Lao JI. At present all these, just wanted to tell the outside world: jiaduobao is the old Wang Laoji now. "Jiaduobao also want to facilitateWith the current media attention, to emphasize the origin of jiaduobao and Guangzhou pharmaceutical, enabling brand purpose of smooth transition.
"Executive to appeal to the new financial reporter.
Accompanied by Wang Laoji of Guangzhou pharmaceutical new product Red tank listed, also was pushed to the forefront of contract also has a drink problem. Wang Lao JI soon new products release Conference, jiaduobao published the "solemn declaration",Tena jida and Guangzhou pharmaceutical contract manufacturing health company in the enterprise, Star Inn (Foshan) beverage company has produced the cottage "Tena family" herbal tea drink, for violation of the unfair competition act, by industry and Commerce Department investigated and dealt with only in early April. "Industry products of Guangzhou pharmaceutical delegate such enterprises
click here, is a disregard of consumer interests and of provocation, is ' Wang Lao JI ' brand of shame. ”Such accusations is low-key and Guangzhou pharmaceutical "Tatu". "Jiaduobao the use of the media, have enlarged some of the news.
Guangzhou pharmaceutical does not speak out, but don't want to quarrel, marketing is the key. Holds many lessons, and how precious is none other than through constantly fighting with Guangzhou pharmaceutical to illustrate the relationship between himself and Guangzhou pharmaceutical, and Wang Laoji. If you to me toAnd fighting continued, plot jiaduobao do not achieved?
"People familiar with the new Guangzhou pharmaceutical financial reporter. In this regard, investment consultants of the food industry researcher Jian Aihua believes that jiaduobao wide medicine King Lao JI such harsh criticism of a certain degree of "smearing" component. Wang Lao JI how herbal tea quality of new red tank, related testing sector and consumer has the final say, how,All need follow up market, now under the wupingwuju judgment unfair.
Even more serious is that in addition to Guangzhou pharmaceutical preparation product launching event, jiaduobao complained to the Secretary for trade and industry rumors abroad of its infringement. Guangzhou pharmaceutical Conference day, activities is not affected, but Beijing's industry and Commerce departments arrived at the launch event. "On conclusion of the event, we work with industry and Commerce departmentsPeople do have good communication, misunderstanding the disarmament, we think that such a thing should not happen. According to law should be in accordance with rules work.
"That afternoon on media communication, Guangzhou pharmaceutical executives had said publicly. "From now on, both sides, alternative means at the level of competition in the market will break out. Whether it's beer, soft drink, secretly play games are more common. "Qu JingmanNew financial reporters.
Even "play games" is considered common, but jiaduobao it would still be many people in the industry think "have lost all style". Marketing expert Li Lin Chun also said: "jiaduobao to annual sales of over $ 18 billion, and in the case of a foreign-backed companies, such an approach does not air, is not necessary. "He also stressed, In the beverage industry, OEM production or outsourcing is not much to see.
Contract is not "common". The reason for this is, as many brands of franchise, its management and product quality are more difficult to be effectively controlled, there is a risk. In addition, in the Original Equipment Manufacture enterprises, there is no strong brand. Even media by yinlu groupWang Lao JI herbal tea, is not good. "Drink this arc products quickly is important to achieve flow and working capital. Silver Heron at the southeast corner of China, Wang Lao JI herbal tea to realization of Guangzhou pharmaceutical distribution throughout the country, it must bear the high costs of transport and logistics, and will lead to reductions in gross margins and long delivery period. "Li Lin Chun to new financial reporterSaid.
Earlier media reports said, and treasure with its suppliers and processing enterprises have signed a series of exclusive agreements, which if true, then the road of Guangzhou pharmaceutical contract manufacturing will be more difficult. A month ago, beginning of the arbitration case was settled, jiaduobao and Guangzhou pharmaceutical are also said to the media "does not rule out cooperation" can now battle situation has greatlyIrreversible trend, cooperation that has already been cracked. "Jiaduobao has been put. From the Wang Lao JI and competitive means that currently, it no longer is prone to, wanted to break the yoke of their own development. Guangzhou pharmaceutical has open bow arrows without looking back.
"Fast appeal energy dissipation analysis of industry executives said. Unfortunately is, presence in battle, both sides stressed that "to maintain familyThe brand ", to allow" Wang Lao JI "brand to the world, the truth is that" moves on both sides were hurt, ' Wang Lao JI ' brand acceleration ' Wang Lao JI ' brand of recession.
"Li Lin Chun stressed. Li Lin Chun asserted: "what must be the focus of contention.
"May-September each year, for the beverage industry, and is the Golden season. Jiaduobao and Guangzhou pharmaceuticalNew products are listed in this season, must also take into account the factor of the season, can be channel-dealer sales needs--which, both parties are well aware.
In their respective Conference, dealers of both teams have also shown decent power. Jiaduobao, 5 major marketing companies in charge of leading distributors of their respective regions represented at the Conference,And the Terminal market charge mosaic into a map of Grand China – its broad, was palpable.
Guangzhou pharmaceutical, although just pull up team, but also formed a very powerful team of bearers, and solemn at the foot of the great wall.
However, behind all surface in this prosperity, is the gradual proliferation of wait-and-see mood. New financial reporter was informed that, Canton drug dealer team, hasn't faded and much treasure dealer identity of the representative. In other words, it now has a double identity. Although unable to determine number of such total accounted for Guangzhou pharmaceutical distributors, but "it just means a wait-and-see mood of dealers.
"Li Lin-Chun said. In his view, the dealer choose not have seriously affected--jiaduobao distributionExcess is currently the class, not for lack of resources. However, the wait-and-see mood will cause the dealer to purchase has become negative, product flow speed may slow down. The mood in Guangzhou pharmaceutical will reflect more fully, after all, is not completed soon. Therefore, "jiaduobao a dozen years of accumulated channels will not be much impact. "Li LinSpring and judgment. Line up again to the dealer, Jian Aihua believes that this change for jiaduobao, is pretty bad--because the dealer has not yet completely out of one's own team, some trade secrets will be "stolen". But dealers are very beneficial for Guangzhou pharmaceutical, Guangzhou pharmaceutical to learn more jiaduobao best selling model, and get useful businessConfidential. "The next few months, at the channel level, fights can be very intense.
"Top state executives on new financial reporter. According to his introduction, typically, channel fights through rent row of shelve or refrigerator, the first supermarket displays, special offers, and additional gifts, has also achieved promotion girl promotion and so on. "The visibility of the product will be a major factor,, Advertising at this stage will be compared. Of course, in addition to shangchao, the restaurant is also very important.
"By contrast, jiaduobao in the channel's advantages are obvious. "Jiaduobao the layout had been completed throughout the country, in Beijing, Wuhan, Zhejiang, Fujian, Guangdong, Sichuan, there are branches, its production and circulation is a benign,Fast turnaround process, shipping charges will not be too high. In addition, pricing is also very important, jiaduobao is successful, its pricing policy was a great success. If the price is well managed, cuanhuo phenomenon occurs, and the channels will eventually be affected.
"Li Lin Chun stressed. If channel is the Guangzhou pharmaceutical will face in the next test, wide liquidity seems to have tested drug.Dealer has admitted to new financial reporters, haven't seen wide medicine King old Kat products and packaging in case he to Guangzhou pharmaceutical has three times the purchase price.
Although, ahead is "normal", but drug-Canton's capital chain will inevitably raise questions. Ahead of Act, CIC's researchers to new financial reporters, dealer this practice is not very sensible, while Guangzhou pharmaceutical winHas priceless of "King old Kat" trademark, but its products is are consumer vigorously sought after also unknown, this on wide drug "King old Kat" market prospects too too optimistic of practices, exists must risk, or will brings goods insufficient or products unsalable and led to of toilet paper, cargo of risk; on wide drug,, will may faced products by welcomes degree up does not to expected and faced of dealer returnsRisk. Risks and opportunities are often coexist, and medicine going to test there are a lot of. Li Lin Chun said, only the national operating fee, bar code, as well as head of the supermarket's display is no small expense.
Advertising investment of the advent season was more of a pen input, which can stand the test of money chain is subject to market test. More provoking than the formerMentioned in the text--Guangzhou pharmaceutical and yinlu "joint".
Analysts believe that the message can be placed, that cooperation had reached. However, last year, the silver Heron acquired by Nestlé, Nestlé and foreign drinks Giants Coca-Cola company was once the strategic partner, stop strategic cooperation is not long. This cannot but make people think out of the conspiracy theory-of-Chinese beverage maker or may be involved in the dispute between Wang Laoji of red and green. Regardless of whether the truth, can be predicted is Wang Lao JI brands are increasing the possibility of a recession.
If they fight, "Wang Lao JI" brand of irreversibility, herbal tea in China market will hit a recession, then who's happiest? 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