Jiaduobao does not agree with GPHL's idea of making "Wang Lao Ji" stronger and bigger. They believe that the blind and diversified development across the beverage industry and even the food industry with the help of the trademark of Wang Laoji does not conform to the brand connotation of herbal tea that has been precipitated for a hundred years, and also deviates from the authoritative guidance of China family on the overall protection of intangible cultural heritage in People's Republic of China (PRC) Intangible Cultural Heritage Law.
The person in charge of Jiaduobao Group said at the press conference yesterday that the intangible cultural heritage brands such as Wang Laoji Herbal Tea are owned by China people and should not be based on the interests of individual enterprises, but should pay attention to protecting national brands.
In this regard, insiders of GPHL said in an interview with the media that GPHL's trademark authorization for Liang Guang industry is only an integral part of the big health industrial chain. The government also issued a task. If GPHL can't become bigger and stronger in the next 3-5 years, it is likely to be merged, which is even more unfavorable to Jiaduobao.
Analysts said that GPHL's move may open new development space for "Wang Lao Ji" in the future. However, more people think that it is inappropriate for GPHL to authorize a third party to produce "Wang Lao Ji" brand pop-top food. This will definitely weaken the brand positioning of the red pot Wang Laoji herbal tea in the eyes of consumers, and even discount the intangible assets value of the Wang Laoji brand.
Li Guangdou, a brand expert, believes that the attempt of brand diversification of GPHL remains to be discussed. "This is inconsistent with the core value of the brand Wang Laoji. Just like letting Maotai produce beer, it actually dilutes the value of the brand."
Li Guangdou believes that GPHL has undoubtedly deprived Wang Laoji of the opportunity to fight Coca-Cola. He said that there is a major crisis in the brand at present, which is not good for "red and green". In his view, in the process of Wang Laoji brand building, Jiaduobao has made indelible contributions. As far as the current situation is concerned, reconciliation is the most beneficial way for both sides.
"In the final analysis, the battle between red and green is a battle for rights and interests. Both sides despair of each other and need each other. The issue of Wang Laoji's trademark control is of great significance, and GPHL also attaches great importance to the sales performance of Jiaduobao. "