During the Daoguang period of the Qing Dynasty, a boil broke out in Guangzhou. According to the current statement, it is "the old iron is a little wet, pull a can?" . Wang Zebang, who runs a drugstore, can't cupping. In order to deal with boils, he developed a formula, which had a remarkable effect after eating. This is what we later know as Wang Laoji herbal tea. So herbal tea is becoming popular at present. At that time, the street herbal tea shop was definitely a punching place for online celebrities, and this street food also became the daily consumption of Cantonese people. Then the descendants of Wang Zebang split in the third generation. Some people went to settle in Hong Kong, while others stayed in the mainland to operate. After a series of detours, the copyright of the mainland finally fell to GPHL. This also laid the groundwork for the story of "we are born from the same root, why rush to speculate with each other". The arrival of Jiaduobao: repositioning and creating miracles. GPHL is a large enterprise group integrating science, industry and trade. It owns Baiyun Mountain 1 listed companies and various time-honored and intangible cultural heritages. Large families, large enterprises and big calories belong to a "century-old brand". Therefore, Guangyao Orange cannot be changed, and there is not much preference for Wang Laoji. On the contrary, businessman Chen Hongdao was surprised by the skeleton of this brand and fell in love with it at first sight. First, I bought the formula from the descendants of Wang Zebang in Hong Kong, set up the Jiaduobao Group, based in Hong Kong, and wanted to be bigger and stronger. I took a fancy to the mainland market and wanted to go north from Hong Kong. Wang Laoji's trademark in the Mainland has been registered by Guangzhou Pharmaceutical Co., Ltd., which can only be combined with Guangzhou Pharmaceutical Co., Ltd., and Guangzhou Pharmaceutical only says the word "Wang Laoji", and the rest depends on the tenants of Jiaduobao. At that time, Guangyao did not predict the hot herbal tea market in the future. It only knows that useless old brands are idle and idle, and the rent earned steadily is very happy. Jiaduobao, a new entrant, showed the ambition of dominating the whole country from the beginning, and quickly laid out in provincial capitals after renting the trademark. However, although herbal tea is known as a century-old shop, it is still a local drink after all. Guangdong herbal tea is a good medicine for clearing away heat in damp heat, and there is no popular health preserving method in other areas. Therefore, positioning often jumps repeatedly between soup and drinking. Because even if you remove Chinese medicine, you can't escape Houttuynia cordata. You just wanted to quench your thirst and drink water, but you said, "Dalang, drink medicine?" I don't know if my friends in front of the screen have ever drunk herbal tea from Guangdong street herbal tea shop. It's not the low sugar, it's bitter. Therefore, Jiaduobao had an unfavorable start and could only shrink the battlefield and sum up experiences and lessons. On the one hand, herbal tea has been repositioned, completely changing from soup to beverage, removing the bitterness of traditional Chinese medicine and adjusting its taste to be more friendly. On the other hand, Jia Duobao realized that the slogan "voice" is equally important, just like there was a brainwashing cycle of "who knows who uses the magical power of ants". Although routines are always criticized, marketing is always effective. Therefore, in order to further broaden the position, Jiaduobao put forward the classic advertising slogan of "afraid of getting angry and drinking Wang Laoji". This "fear of getting angry" is very spiritual, which shows that Wang Laoji is not "removing fire", "reducing fire" or "reducing fire", but preventing rather than treating it. No matter what the disease is, drinking it can prevent getting angry. Its core is that there is no problem, but also to create problems to sell to you. Moreover, Wang Laoji's commercial at that time, under today's UC style, was "shocking, a century-old brand drinking herbal tea and playing rock". Different from people's presupposition of a century-old shop, Wang Laoji's advertising song is full of movement, that is, "Don't be afraid of anything, enjoy life to the fullest, and you are afraid of getting angry and drinking Wang Laoji". Speaking of packaging, it is said that Wang Guangyao Laoji's green packaging seems to be more in line with the setting of "fear of getting angry". After all, green looks more vegetal and cooler, which is unlucky. In addition to what I don't want to wear on my head anyway, there are also A-share funds that turn green into aurora. Wang Lao Ji, a red jar, looks very lucky and smoothly integrates into various parties and weddings. So combining brainwashing melody and red pot celebration, Wang Laoji became famous in World War I in 2003. Breaking through regional differences, it has become a national beverage, and its sales volume even exceeds that of Coca-Cola. The key point is that in 2008, 1 billion was donated to earthquake relief, which was definitely not a small sum before 13.
What's going on with Jiaduobao and Wang Laoji?
The term of the contract is 20 10. The former GPHL executives signed a supplementary agreement with Jiaduobao Group, and the word "Wang Lao Ji" will definitely be removed in the future. Recently, the TV advertising slogan of Jiaduobao herbal tea has also changed from "afraid of getting angry and drinking Wang Laoji" to "afraid of getting angry and drinking authentic herbal tea". In fact, Wang Laoji's fame is brought by the operation of Jiaduobao Group. Jiaduobao Group finally lost the right to continue to use the trademark "Wang Lao Ji" and extended it to 2020. However, it was later found out that it was signed under the condition of bribery, so the supplementary agreement was invalid and changed to "Wang Lao Ji" and "Jiaduobao". Therefore, the original red tin cans in the market have been over-exploited, and Jiaduobao Group has lost the right to continue to use the "Wang Lao Ji" trademark from both parties. Wang Laoji, the green carton I saw in the market before, was produced by Guangzhou Pharmaceutical Group, and Wang Laoji, the red tin can, was produced by Jiaduobao. Wang Laoji's trademark was registered by Guangzhou Pharmaceutical Group, and Jiaduobao signed a trademark use right lease contract with Guangzhou Pharmaceutical Group.
What happened to Wang Laoji and Jia Duobao?
Lease relationship, Guangzhou Pharmaceutical leased the trademark of Wang Laoji to Jiaduobao for sale in 1997, and it has been recovered. For example, Hong Kong is leased to the United Kingdom and legally recovered after 100; For example, the house is rented to a tenant, and the tenant has renovated the house, but the house is still owned by the owner, not the tenant.
What happened to Jia Duobao and Wang Laoji?
Earlier, Wang Laoji affiliated company awarded the brand to Jiaduobao, and then Wang Laoji sold well. At the same time, the brand authorization contract expired, Wang Laoji recovered the brand, and Jiaduobao became a new brand. Therefore, Jiaduobao and Wang Laoji are now in a competitive relationship.
Wang Laoji is Wang Laoji and Jiaduobao is Jiaduobao. Wang Laoji authorized Jiaduobao to operate Wang Laoji's cans, while boxed Wang Laoji was operated by Wang Laoji's own family, so the packaging styles of the two were so far apart. Jiaduobao has strong funds and channels, and Wang Laoji is the sole owner of the formula and brand. They use each other and make money together.
In 20 12, Wang Lao Ji herbal tea appeared in the market. Careful people should be able to find that Wang Lao Ji herbal tea has two kinds of packaging, one is red can packaging and the other is green box packaging. Although both have the trademark "Wang Lao Ji", they are not produced by one company. The red Wang Can Laoji comes from Jiaduobao Group, while the green boxed Wang Laoji comes from Guangzhou Pharmaceutical Group.
Originally * * * used a brand of herbal tea, which was also operated separately, so well water does not interfere with river water. However, just as the sales of herbal tea produced by Jiaduobao Group were getting better and better, the controversy began.
It turns out that the trademark of Wang Lao Ji is registered by GPHL, while Jiaduobao Group only uses the brand and has to pay a certain fee. When the herbal tea produced by Jiaduobao Group is getting better and better, GPHL wants to take back the right to use the trademark "Wang Lao Ji" from Jiaduobao Group.
Jiaduobao definitely didn't buy it, so this happened in the market. GPHL still produces Wang Laoji herbal tea, but the herbal tea produced by Jiaduobao cannot use the "Wang Laoji" trademark, so it is printed with Jiaduobao. In fact, Jiaduobao herbal tea is the previous Wang Laoji herbal tea, but the trademark "Wang Laoji" was not used.
Later, because Jiaduobao and Wang Laoji had similar tastes and packaging, GPHL felt that Jiaduobao had violated its own brand rights and interests, while Jiaduobao thought that it had suffered a loss, and the two sides did not give in to each other and could only go to court. 20 12, both parties took the other party to court.
20 14, the court announced the judgment of first instance. This time, Jia Duobao lost. In the end, Wang Laoji owns the ownership of the outer packaging of red canned herbal tea, and Jiaduobao needs to compensate Wang Laoji for the economic losses of 65.438+50 billion yuan and the reasonable rights protection expenses of more than 260,000 yuan.
For such a judgment, Jia Duobao was definitely dissatisfied, so he chose to appeal. Finally, in August 17,16,2065438, Jiaduobao won the case, and the verdict was that both Wang Laoji and Jia Duobao * * * enjoyed the rights and interests of the packaging and decoration of "Red Pot Wang Laoji Herbal Tea".
Can I drink Jiaduobao or Wang Laoji?
There's nothing wrong with drinking a little wine to satisfy your craving. I drank it, too I think it is the same as drinking. It's all blended, not herbal tea at all.