Guangzhou wanglaoji pharmaceutical co., ltd was established in 1828. After more than one hundred years of development, it has become one of the top 50 Chinese patent medicine manufacturers in China. Won the honorary titles of "China Time-honored Brand", "National Advanced Collective", "Guangdong Pharmaceutical Industry Advanced Enterprise for Improving Quality and Efficiency" and "China Five-Star Enterprise", and the AAA credit rating certificate issued by Guangzhou Yin Xin Evaluation Consulting Co., Ltd.
Edit this paragraph of Wang Laoji of Jiaduobao Group.
Jiaduobao Group is a large-scale professional beverage production and sales enterprise headquartered in Hong Kong. 1995 launched the first red can "Wang Lao Ji", 1999 established a production base in Chang 'an Town, Dongguan City, Guangdong Province, China in the form of foreign capital. In line with the strategy of opening up the national market, the Group has set up production bases in Beijing, Zhejiang, Fujian and Guangzhou. Jiaduobao's products include red jar "Wang Lao Ji" and tea beverage series. "Wang Lao Ji" is a national time-honored brand in China with a history of 170 years. Red jar "Wang Lao Ji" is the largest brand in herbal tea industry. It is made of pure Chinese herbal medicines and has a unique function of clearing away heat and reducing fire. The sales network covers more than 30 provinces, municipalities and autonomous regions in Chinese mainland, and is exported to Southeast Asia, Europe and America.
On the evening of May 18 in the 2008 Wenchuan Earthquake, the "Giving Love-2008 Earthquake Relief Fundraising Party" held in the No.1 Studio of CCTV raised more than 65,438.05 billion yuan. Among them, China beverage giant canned Wang Laoji made a single highest donation of 1 100 million yuan in China, which explained the most admirable spirit of national enterprise in this era.
"If you want to donate, donate one hundred million. Drink Wang Laoji if you want to drink. "
Not all of them are produced by Jiaduobao.
Jiaduobao, which donated 100 million yuan for earthquake relief, pushed this originally unknown enterprise to the front desk. Some netizens even threw out the post of "Buy All Wang Laoji", which triggered the phenomenon that Wang Laoji herbal tea was out of stock everywhere. However, most consumers don't understand that the donation of 100 million Jiaduobao is not the manufacturer of Green Tetra Pak. Wang Lao Ji, packaged in red cans and green tetra Pak, is not a family.
In fact, the origin of Wang Lao Ji's packaging from two different manufacturers has to start with a transaction in the mid-1990s. 1995, Guangzhou Pharmaceutical Group, the owner of Wang Laoji brand, leased the right to use Wang Laoji canned brand to Jiaduobao in Hong Kong.
"The right to use the Wang Laoji brand of Hong Kong Jiaduobao was indeed leased to him by us, starting from 1995 and continuing until 2020." On June 19, He Shuhua, secretary of the board of directors of GPHL, confirmed to reporters that Jiaduobao had the exclusive right to operate the red pot of Wang Laoji herbal tea during this period.
Before renting it to Jiaduobao, "Wang Lao Ji" had been deposited in Guangdong market for 100 years, and it was only a regional local drink. He Qing, marketing director of Wang Laoji Pharmaceutical, once told the media that the core competitiveness of GPHL was not concentrated on drugs and beverages at that time. "Since someone is willing to make drinks, we can't use our own resources, so let's rent it out."
"Now it seems that it was very correct to make this decision at that time." He said that it is not easy to make the sales of herbal tea reach several hundred million.
According to Geng Yicheng, general manager of Mei Cheng Marketing Consulting Co., Ltd., "The market of Wang Laoji herbal tea was completely made in red cans, and green Tetra Pak entered later."
Guangzhou Wang Lao Ji Pharmaceutical Co., Ltd. does not deny its "borrowing light" behavior. He Qing, Marketing Director of Wang Laoji Pharmaceutical Co., Ltd. said that the current strategy is to give priority to borrowing, because the green packaged Wang Laoji herbal tea was listed as early as the mid-1990s, but it tastes bitter and the output is very low. When the "red can" beverage is making great strides in the market, the "green bag" has also rapidly improved its formula to make its taste closer to that of the "red can".
Driven by red cans, the sales of "green bag" Wang Laoji reached 765,438+billion in 2007, and Wang Laoji Pharmaceutical, which once ranked first in the company of Guangzhou Pharmaceutical Co., Ltd., also became the champion in sales and growth. In 2007, the sales of herbal tea in Pan Gaoshou was only about 50 million.
Canned drive tetra pak packaging.
"Without Jiaduobao, there would be no Wang Laoji today." Mr. Geng, an industry insider, told reporters that the system of GPHL has limited the development of many of its brands. He also admitted that before 2000, the sales volume of Wang Laoji was even lower than that of Chen Liji and Pan Gaoshou.
GPHL's "idle resources" shine brilliantly in the hands of Jiaduobao. No one can deny Jia Duobao's efforts and contributions to Wang Laoji's glory today.
"In 2003, Jiaduobao spent more than 6,543.8+billion on advertising." Geng Yicheng said on June 16 that under the strong advertising campaign, with the well-known slogan of "afraid of getting angry, drink Wang Laoji", Wang Laoji in red cans quickly opened the market: in 2003, the sales of Wang Laoji in red cans increased from/kloc-in 2002. In 2004, despite the continuous expansion of production capacity, the demand was still in short supply, and the annual sales exceeded 654.38 billion yuan; In 2007, the sales amounted to 8 billion yuan.
In recent years, Jiaduobao's competition for the market has never been relaxed. "Blocking Wang Laoji" is a typical case.
After this "blocking Wang Laoji" incident, Jiaduobao gained fame and fortune. And this event itself has also been praised as a classic case of online marketing by the industry.
Guangyao's lease of the right to use Wang Laoji's canned trademark seems to be a "win-win" transaction-it not only helped Wang Laoji, who had a fire with Jiaduobao, but also created the market of Tetra Pak Green Wang Laoji. However, the huge digital contrast between the 8 billion red cans and the 700 million green boxes makes Guangzhou Pharmaceutical.
Fall into the dilemma that one mountain can't accommodate two tigers.
I paid so much effort, but I was easily hitchhiked by Guangyao. However, Jiaduobao just turned a blind eye, and the word "forbearance" came first. After all, the real owner of Wang Laoji is Guangyao. For Gatobao, it is the key to have a good relationship with Guangzhou Pharmaceutical, because it is related to the renewal of the lease of Wang Laoji brand by Jiaduobao.
Neither party seems willing to mention the amount of the lease contract signed in that year and the last renewal. Both He Shuhua and He Qing said that they were "unclear" about this matter, and the marketing department of Jiaduobao (Guangdong) Co., Ltd. did not respond to the reporter's interview request.
It is reported that in 20001year, Hong Kong Hongdao Group gave Li Yimin, the former vice chairman and general manager of Guangzhou Pharmaceutical Group, HK$ 3 million in three times in order to renew the trademark use contract with Guangzhou Pharmaceutical Group (he was sentenced to life imprisonment by Guangzhou Intermediate People's Court for accepting bribes in 2005).
An employee of GPHL wrote in his blog: "At the beginning, Li Yimin accepted bribes and signed a lease contract for the trademark of Wang Laoji. Shouldn't such a contract be cancelled? But if the Wang Laoji brand is not operated by Hong Kong people, will Wang Laoji herbal tea have billions of sales every year? "
If the contract signed by Li Yimin is legally deemed invalid, the trademark lease period will be returned to GPHL from 20 12 1. At this time, the question before us is: After the trademark lease expires, will Jiaduobao spend a lot of money to acquire or renew the trademark, or will it give up the brand of Wang Laoji and build a new brand?
According to an employee who has worked in Jiaduobao, the top management of Jiaduobao has begun to consider solving this important problem. It is worth mentioning that some high-level people hold a large number of GPHL shares in some way, which has considerable decision-making influence on the ownership of the right to use the trademark after it expires. It is expected that the trademark will be renewed in this way.
The reporter learned that although He Shuhua positively replied that the franchise of Wang Laoji brand leased by Jiaduobao would not expire until 2020, the announcement of the State Trademark Office showed that, consistent with the time in the Li Yimin case, the renewal time of Wang Laoji brand leased by GPHL to Hong Kong Jiaduobao Group was from 2003 to 20 13 years.
Wang Hao, general manager of Beijing Best Dave Times Intellectual Property Agency Co., Ltd. told the reporter that the cooperation intention reached by both parties may be until 2020, but the license validity period of a trademark is 10 year, so it needs to be renewed every 10 year. But this does not mean that Jiaduobao can be used until 2020, because by 20 13, if one party goes back on its word, whether the contract can be legally protected depends on the contract.
The "sequela" of Li Yimin's bribery case will last until 20 13. As for GPHL, will it continue to "borrow light" from Jiaduobao, or will it be willing to share a slice of the huge profits, or will it "kick down the bridge" and take away the land invested by Jiaduobao? Everything is unknown.