it is not just the "diaoyu royal products" that should be cleared out of diaoyutai liquor
2024-09-21
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as the liquor industry enters a period of industrial adjustment, the craze for sauce-flavor liquor is gradually returning to rationality, and cleaning up the "borderline" behaviors in the market has become an important task for many liquor companies. on september 19, guizhou diaoyutai guobin liquor co., ltd. (hereinafter referred to as diaoyutai liquor) issued a statement saying that the "diaotai yupin" (liquor) trademark has been declared invalid by the state intellectual property office.
the reporter learned from the market that it is not just the "diaotai royal products" product that has truly "diluted" the diaoyutai trademark. the fact that diaoyutai liquor industry itself has hundreds of products developed by its distributors is the real reason why consumers are confused about the "true face" of diaoyutai, and it is also the chronic disease of diaoyutai liquor industry, which was once glorious but is now gradually being "abandoned" by the market.
"fighting against counterfeiting" is always on the way
the reporter found out from the national enterprise credit information publicity system that the major shareholder of guizhou diaoyutai guobin wine co., ltd. is diaoyutai economic development co., ltd., and the remaining three shareholders are natural persons, namely ding yuanhuai, li taiguo and an huailue. the prominent status of state-owned assets has made diaoyutai wine always the object of imitation.
on september 27, 2022, diaoyutai liquor’s official wechat account released a statement saying that diaoyutai liquor had recently discovered that other companies were impersonating diaoyutai liquor to conduct illegal publicity activities for external business operations. in june 2023, diaoyutai liquor released another statement saying that it had found “diaoyutai imperial liquor” and “diaoyutai imperial liquor” counterfeit with the “diaoyutai” registered trademark on multiple e-commerce platforms, and the company had begun to protect its rights.
on september 19, 2024, diaoyutai liquor issued a statement saying that the "diaoyutai royal" (white liquor) trademark has been declared invalid by the state intellectual property office. at the same time, diaoyutai state guesthouse has transferred its 100% equity in diaoyutai food co., ltd. and completed the industrial and commercial change registration procedures. "diaoyutai food co., ltd." has been renamed "beijing jingsilu food sales co., ltd." and is no longer allowed to continue to use the "diaoyutai" trademark, business name and other intangible assets.
it is not difficult to see from a series of statements that diaoyutai liquor has zero tolerance for "counterfeiting" in the market and cherishes its own brand image.
which one is the real "diaoyutai"?
the story of li kui and li gui has existed since ancient times, but the real reason why consumers cannot tell them apart is that diaoyutai liquor industry has more than a hundred "developed products" of its own.
the reporter saw a wide variety of "diaoyutai" products with gorgeous packaging on various e-commerce platforms. in offline tobacco and liquor stores, almost every store has diaoyutai liquor, and the styles are different, with prices ranging from 300 to 400 yuan per bottle to more than 1,000 yuan.
an industry insider told reporters that "the products of diaoyutai liquor that really sell well are all owned by developers. the company's own 'diaoyutai state guest' and 'diaoyutai vip' do not have much market share." it is reported that diaoyutai liquor once clearly marked the prices of its own wines for developers to choose from, with prices ranging from low to high in grades such as "b, a, a+, a++, s, t".
at the same time, "exclusive" products will be developed for different regional markets. according to media reports, at the beginning of this year, diaoyutai liquor industry publicly listed its 15% stake in shandong diaoyutai for transfer at a price of 6.62 million yuan. shortly before the transfer, shandong diaoyutai just changed its company name to shandong huaxia jiuyun liquor co., ltd. in october 2017, diaoyutai liquor industry entered shandong and established a joint venture company shandong diaoyutai with jingzhi. the "jingjiang" product also withdrew from the stage of history with the end of the cooperation between the two parties.
the company's vice president works part-time as a major shareholder
it is reported that in may this year, the launch meeting of the guizhou liquor enterprise young managers salon was officially held. ding caiyi, deputy general manager of guizhou diaoyutai guobin liquor co., ltd., attended the event as the inheritor of the "second generation of liquor".
ding yicai also appears among the shareholders of guizhou oriental guobin wine co., ltd. public information shows that ding yicai is the major shareholder of guizhou shiren enterprise management co., ltd., and controls 99.5% of the shares of oriental guobin wine through this company.
an industry insider told the reporter that dongfang guobin liquor, which was originally the "backup force" of diaoyutai liquor, failed to "become a regular" as the popularity of sauce-flavored liquor faded. "many distributors joined the team of dongfang guobin liquor agents after learning this."
on the one hand, diaoyutai liquor industry is continuously fighting against counterfeiting, and on the other hand, it is starting a new business. the problems faced by diaoyutai liquor industry are not just a few small wineries that are "skirting the edge" such as diaoyutai yupin. diaoyutai liquor industry, which has not eliminated its internal problems, has unclear public and private relations, and has unclear core products, still has a lot of things to sort out.
zhang di, reporter of dazhong daily and qilu one point
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