Text | Congshu Source | Lu Shang Rufeng Nowadays, the first thing you do is to think of the company name and trademark name. But decades ago, people's trademark awareness was not so strong, and for some other reasons, they used other people's trademarks. When the popularity becam

text | Congshu

Source | Lu Shang Rufeng

Nowadays, the first thing you do is to think of the company name and trademark name. But decades ago, people's trademark awareness was not so strong, and for some other reasons, they used other people's trademarks.

When the popularity becomes effective, I realize that it is like raising someone else's children, but in the end it is someone else's. Some are subject to others and have been sued for a long time.

has 3 brands that everyone is familiar with, that's it. Although their personal wealth is now tens of billions or even hundreds of billions of yuan, they are troubled by the original decision.

1, Yan Bin : Raising someone else's child for more than 10 billion yuan

In 1995, Yan Bin, who had returned to China for four or five years, made a decision to introduce a functional beverage from Thailand.

Yan Bin was born in Shandong. He went to Henan with his mother in his early years. His family was very poor. After graduating from middle school, he went to the countryside. Later, he was lucky enough to be admitted to the Henan Drama Troupe.

In the 1970s, China and Thailand established diplomatic relations. He was restless and wanted to go abroad to explore. As soon as he got off the plane, he tore his passport, and he was in a spirit of not being able to make a comeback. It is said that it was very difficult at the beginning. I sold my blood to eat and didn’t know how I got married. In 1984, I founded Huabin Group in Thailand.

In 1990, Yan Bin returned to China, worked in tourism, acted in computers, and also invested in real estate in Henan. A small achievement, but not much success. At this time, he encountered a new opportunity.

Thailand Chinese Business Xu Shubiao , I have a drink in my hand. I thought about developing China in 1993, but the trademark has been registered by an institution in Zhejiang, and production licenses have also become problems, and the plan has been stranded.

Yan Bin knew about this drink when he was in Thailand, so he found Xu Shubiao and promised to help him solve these problems. The two sides cooperated to open up the domestic market. Xu Shubiao only provides formula technology, flavors, etc., and earns 3% of sales.

Soon, Yan Bin bought the trademark through relationships and obtained the production license . In 1995, the company was established, the production base was built, and the products were promoted. A beverage brand began to appear in the Chinese market, called -

Red Bull !

Unexpectedly, more than 10 years later, Yan Bin made Red Bull the number one beverage in China. He made a lot of money and became China's top rich man. Of course, Thailand also enjoyed the dividends, and by 2016 it reached more than 4 billion yuan. In order to build the Red Bull brand, Yan Bin has invested a total of 12.24 billion yuan in publicity and advertising expenses by 2016.

But no matter how well a child is raised, it is someone else's.

In 2012, Xu Shubiao passed away. After his son inherited it, he fought with Red Bull in 2016. He fought for several years and has not been completely settled.

In recent years, functional beverages such as Dongpeng and Lehu have risen one after another. Due to lawsuits, Red Bull lost its momentum in that year, but its sales revenue in 2021 still reached 21.8 billion yuan.

Nowadays, Yan Bin's wealth is as high as 115 billion yuan, but if it were not for this lawsuit, Red Bull's development in China might have been better.

2, Chen Hongdao : Forced to change the name

Similar to Chen Hongdao.

He was born in Dongguan, Guangdong. He started trading in his early years and later went to our port to develop. In Hong Kong and Guangdong, many people like to drink herbal tea to prevent getting angry. Chen Hongdao discovered that there is an old brand of herbal tea that is particularly good.

This herbal tea had a history of more than 100 years at that time. We have already separated, one of them stayed in Guangdong, and the other arrived in our port.

In 1992, Chen Hongdao found the one from our port and obtained the permanent authorization for the recipe. After all, the country is the big market, and he wants to come back to develop. So I found this one in China.

This domestic branch has been nationalized and belonged to the Guangzhou Pharmaceutical Group at that time. The two parties reached an agreement to rent the brand. This led to the famous herbal tea that was later famous -

Wanglaoji .

Chen Hongdao is indeed amazing, making Wanglaoji prosperous. His sales revenue reached 180 million yuan in 2002 and 600 million yuan in 2003. For a time, "I am afraid of getting angry and drinking Wanglaoji" is well known to the outside world.The most classic thing is that in 2008, they donated 100 million yuan to Wenchuan earthquake , which became a famous event that caused a sensation across the country. It was later said that this was not planned by them, and later fermented was accidental.

By 2010, Wanglaoji's brand valuation reached 108 billion yuan, and its sales revenue in the second year reached 16 billion yuan, becoming another number one beverage brand.

But it was at this moment that the conflict between him and Guangzhou Pharmaceutical Group emerged. Guangzhou Pharmaceutical discovered that Chen Hongdao once brought benefits to a person in charge of Guangzhou Pharmaceutical, and thus rented the brand right to use it at a low price.

So both parties filed a lawsuit.

In 2011, Chen Hongdao renamed the brand to Jiaduobao.

not only the brand, but also the two parties have filed lawsuits in terms of packaging, etc. Chen Hongdao was arrested by in 2005 for the benefit of the person in charge of Guangzhou Pharmaceutical. After , was released on bail pending trial fled. After

, Jiaduobao lost the momentum of Wanglaoji back then, and Wanglaoji (before 2011, both parties used it at the same time) returned to Guangzhou Pharmaceutical Group, and did not make much name for it.

Today, Chen Hongdao’s wealth is 3 billion yuan. Without this dispute, Wanglaoji might have developed better, and Chen Hongdao would not be still on the run.

3, He Boquan : Rent a brand, 100 million bought out

1988, 28-year-old He Boquan, a young man from Zhongshan, Guangdong, decided to start a company with the support of the town to produce lactic yogurt.

Just so happened that this year, Fang Shi, a co-founder of the famous Sun God, who resigned from the Sun God, set up a new business. In order to create another "Sun God" brand, he thought about it and came up with a brand -

LeBay .

At that time, LeBao had just gained some fame, and He Boquan rented LeBao's brand from Fang Shi.

June 1, 1989, launched LeBay AD calcium milk.

What people unexpectedly think is that Fang Shi’s “Lebay” is not doing very well. He Boquan’s “Lebay” quickly became popular all over the country. By 1992, its sales revenue reached nearly 100 million yuan, becoming the number one brand of lactic acid beverages in China.

Back then, He Boquan established a group called Today Group, but the products still use "LeBay". After

, He Boquan made LeBay famous through advertising and hype, and also entered other industries such as beverages and bottled water. By 1999, his operating income exceeded 2 billion yuan, becoming one of the most popular brands at that time.

This year, He Boquan spent 100 million yuan to buy out the LeBay trademark.

means that he built "Lebay" in one hand. In order to build a brand, he spent a lot of advertising expenses and later bought it for 100 million yuan.

The story later was that in 1999, LeBelle was sold to Danone . In 2001, He Boquan and four other founders resigned collectively and became investors many years later.

LeBay was hidden by Danone and has long disappeared.

In recent years, He Boquan has successfully invested in companies such as Noah, Heytea , and now has a wealth of 6.4 billion yuan.

Compared with the first two, although He Boquan spent a lot of money to buy back the "other people's children" he raised, he was not constrained by trademark holders. As for the later death of Lebay, it was another reason.

In fact, there were many things about "borrowing" brands back then, including the later famous Supor , Rongshida , etc. They borrowed brands when they started, but they quickly realized that they had to have their own brand, so as to register their own trademarks and raise their own "children". Later, they created a nationwide famous pressure cooker and washing machine brand. When

started, borrowing brands that already have a certain popularity may temporarily gain certain benefits, but in the long run, it may help others raise children, and one day it will be subject to others. The above three are the best examples. The best result is to buy it at a sky-high price of 100 million yuan.

In recent years, another phenomenon has occurred, namely, "selling tags", that is, authorizing your trademark to others for use, charging usage fees, and "making money on your own". The most typical one is Antarctic .As it turns out, this is not good either. Others will only use the brand and will not cherish it. As a result, the brand will be ruined and its value will become lower.

brand like a child, you cannot raise other people's children, nor can you easily let others use your own children.