Jiang Xiaobai and Chongqing Jiangjin Winery caught up in trademark battle

Speaking of liquor, most people's first reaction is now the stock price of the sky more than the sky of Feitian Maotai, or is not wu grain liquid, Jiannanchun, Luzhou old cellar, ancient Jinggong wine, mouth cellar, Shanxi wine and so on ten famous wine, but in The age of the Internet white wine seems to have a certain distance from the Internet, the red-hot Internet market seems to have little to do with liquor, however, in the old liquor giant disdainofed the Internet field, there is a company has come to the fore as a phenomenon-level products, this is the famous Jiang Xiaobaihowever, is this phenomenon-level net red, Jiang Xiaobai recently has an accident? Will Jiang Xiaobai's deep trademark crisis affect its red status?, the snipered net Red River XiaobaiMarch 30, according to upstream news reports, about the "Jiang Xiaobai" trademark, Jiang Xiaobai Company and Chongqing Jiangjin Winery (Group) Co., Ltd(referred to as Jiangjin Winery) Co., Ltdinto a trademark battleIn 2016, the former State Administration for Industry and Commerce Trademark Review Committee (hereinafter referred to as the Trademark Review Committee) issued a ruling declaring the No10325554 trademark "Jiang Xiaobai" invalidThe Beijing Higher People's Court recently issued a final judgment, rejecting Jiang Xiaoliquor's lawsuitwhich means that Jiang Xiaobai may have lost this valuable net red trademarkAfter that, on March 30, Jiang Xiaobai through the official micro-signal to respond: Since 2011, Our Company in China has registered more than a hundred "Jiang Xiaobai" trademarks, according to law can continue to use, all Jiang Xiaobai products can be sold normally, temporarily invalid trademarks are only registered under the name of our 10325554 trademarkpeople can't help but think that in 2017, the double ELEVEN, there is a marketing called "one-lifetime wine" in the Internet popularity, in this marketing, as long as customers pay 1111yuan on the same day in double 11, you can receive a box of 100ml x 12 bottles of classic liquor sent by the merchant every month, each year to get a birthday gift package and new product experience package, but also enjoy an additional box of 100 x 10x2 bottles of custom-made productsThis interest continues until the customer dies, and if the customer dies within five years, his immediate family members may inherit "a lifetime of wine"At that time, this product once launched has triggered widespread concern in the market, although we do not necessarily spend money to buy this wine, but still very much want to know how many people will buy, and life is generally young men and women to lovers of the sea oath mountain alliance, is about the commitment of time, so when this marketing out, this is called the feelings of time, do not know how many literary youth for this pay, indeed 99 a lifetime of wine sold out, and the effect of the sale of white wine is not so simple 9 9The creative behind this marketing is the Internet net red liquor "Jiang Xiaobai"talking about Jiang Xiaobai, many friends who have never heard of it will think this is who, is it a young 90? However, this is the name of a wine, Jiang Xiaobai in the name of a certain anti-traditional liquor, a certain night, a certain wine traditional positioning, and with a very stream of consciousness of the name, let people feel is a clear stream of liquor field (ChiQi)in 2011, in Jiangcheng Chongqing, a small unknown wine company appeared, this is Jiang Xiaobai In The Sichuan-Yu area to run liquor factory, if this person is not to open, then must be crazy, because in the southwest region can be said to be a paradise of Chinese liquor, from Maotai, five grain liquid, Jiannanchun, to The old cellar of Zhangzhou, the country cellar 1573, red flower, almost all the major liquor is full of, in such fierce competition, if it is a small wine workshop to consider there are not enough repeat customers can buy liquor, not to mention a small white wine The company launched its first liquor in 2012 and has since been out of sorts According to Qixinbao's data, Jiang Xiaobai was registered in 2015 with a registered capital of 15 million yuan, making him a fairly young enterprise Jiang Xiaobai through an absolute differentiation of positioning, into a traditional liquor do not dare to imagine the market, young people's market Before Jiang Xiaobai, the youth market is a long-term beer, wine, pre-adjusted cocktail monopoly of the market, in this market, liquor as a high price, high number of wine varieties in fact, the market competitiveness is relatively limited Even in the liquor industry has such a saying "young people do not understand liquor." in fact from the consumer's point of view, young people do not understand a certain product, this suicidal way of thinking is a big taboo, but in the field of liquor seems to be this reason, because Maotai, five grain liquid and other high-end liquor has been positioned high-end social characteristics, indeed, this is not a young person's food But don't young people need liquor? In fact, not necessarily, so there is Jiang Xiaobai Jiang Xiaobai use the high hit pain point of the copy, so that each new product launch will become a phenomenon in the field of the Internet, this copy strength and highly direct pursuit of the Internet copy field of the big curry: Du leis, and a variety of event marketing techniques are endless, thus creating this "Jiang Xiaobai" phenomenon, and Jiang Xiaobai also through the annual sales of 300 million to create a liquor industry Internet myth , Jiang Xiaobai will fall into the net red altar? in fact, said Jiang Xiaobai will not fall the net red altar, we have to talk about Jiang Xiaobai's set of ways, the summary on the Internet can be said to be endless, there are various kinds of summary, but what we see is Jiang Xiaobai's entire set of system has obvious market positioning and partition, so we look at Jiang Xiaobai's set of ways What is the core positioning of Jiang Xiaobai in ? In fact, for the liquor industry, its core key point lies in China's long-standing wine culture, this culture based on the wine table is the core foundation to support China's entire liquor industry, however, with the rise of China's young people, we are rarely that kind of large-scale wine table, but three or five friends of the small gathering, how to adapt to the minds of young people has become a difficult problem for liquor enterprises, Jiang Xiaobai's core key is "not to install", no high-end packaging No high price, is a small wine, his goal is to locate the whole industry of youth, personalized, no wine table culture, we drink a little wine together, this "unloaded" approach to give consumers more reason to buy it, so many people say Jiang Xiaobai is a successful copy, but its core is Jiang Xiaobai to comply with the Internet return to self, "not installed" Internet culture What are the marketing success points of Jiang Xiaobai ? Jiang Xiaobai's copy of the case many people will feel very hearty, very reasonable, but from the marketing point of view, Jiang Xiaobai's success lies in "show out of self", because Jiang Xiaobai each package has a similar quote, such as: "don't"pack": don't "don't"pack": don't always suit, white shirt five times a week, the popular elements in the wardrobe can not be absent from " " How long has " " been around? I'm waiting for you to be free, you're waiting for me to take the initiative " these words almost at some point in the city young people at this stage of the softest heart, because young people actually bear too much pressure, these pressures make young people have a hard, very bitter, every day in order to buy a house, in order to live, in fact, it is very necessary for others to tell themselves a "you don't get too tired." So when Jiang Xiaobai's copy appeared, a hit must be, at the same time, just as everyone drink Starbucks to go out, Jiang Xiaobai also implied this kind of sun-drenshimed self-attributes, so Jiang Xiaobai became the internet network red with its own traffic Plus almost every hot event has Jiang Xiaobai's "doing things", such as confession bottles, such as insertion in various hot topics, so that Jiang Xiaobai has more exposure but, Cheng also Xiao He defeat also Xiao He, Jiang Xiaobai did succeed in killing a blood road, but as a liquor, liquor enterprises rely on consumer loyalty to the brand, net red although brought huge traffic, high traffic behind is very low market loyalty, young people can because you are net red and easily win you, but the same young people will be because you are no longer so red easily abandoned you And the positioning of young people will indeed succeed, but also let enterprises lose the possibility of entering the middle-aged and old age market, young people are willing to drink, middle-aged and old people may not necessarily pay for it, so this self-harming market problem is also Jiang Xiaobai must face the problem from the net red, Jiang Xiaobai is very successful, but this success has too many traffic plus holding factors, which makes Jiang Xiaobai's market defense depth is not strong, once the wind and grass, Jiang Xiaobai is difficult to say how much defensive capabilities Therefore, this trademark event for Jiang Xiaobai shows Jiang Xiaobai's own market defense is insufficient, the future Jiang Xiaobai can have sustainable development, depending on whether there is a deeper differentiation competitive advantage Source: Hanhai Observation Upstream Financial