The Mid-Autumn moon cake gift box named Li has sold more than 700. Trademark is of great significance for enterprises and brands to maintain market competitiveness, good brand image and development protection. The Mid-Autumn moon cake gift box named Li sold for more than 700 yuan.
The Mid-Autumn Moon Cake Gift Box named Li Ziqi sold for more than 700 yuan (1)-Li Ziqi, a name that often appears on the Internet. She is a little girl in Sichuan, China, and the most successful blogger who spreads China culture to the outside world.
As a hot search figure in recent years, Li has attracted much attention every time he appears. While attracting attention, it is inevitable to encounter the problem of slander!
On 20 18, Li, an IP blogger, launched a personal gourmet brand, continuing the creative style of Li, the founder, and devoting himself to inheriting and carrying forward China's traditional gourmet culture with the concept of "fashioning traditional culture and globalizing local cuisine".
Mid-Autumn Festival, a traditional festival in China, is the peak season for mooncake sales. Recently, an online news that "Yibin supermarket has sky-high plums and moon cakes" pushed "plums and moon cakes are perfect" to the forefront.
Source: Weibo screenshot
According to the information on the back of the mooncake gift box, the net content of this mooncake gift box with a price of 786 yuan is1.1kg, which contains mooncakes with different flavors such as Cantonese lotus seed yolk, Cantonese ham and Cantonese beef. There are more exaggerated than the price of 786 yuan. Open Taobao and search for "Chongqing Guanshengyuan Perfect Moon Cake". The price of this mooncake on the e-commerce platform is only 189 yuan, which is more than four times lower than the same mooncake in the supermarket.
Source: Taobao screenshot
At that time, Li Ziqi's brand was questioned. Is it possible to increase the price by four times by signing a name? Although Li's name is posted on the moon cake, if you look carefully, the box of moon cakes is marked with the word "Guan". On the back of the mooncake gift box, the mooncake is named Perfect, and the manufacturer is Chongqing Guanshengyuan, which has nothing to do with Li brand. Only the supermarket labels and invoices are impressively marked with Li's name. What happened?
On September 14, Li Ziqi affiliated company Sichuan Zi Qi Culture Communication Co., Ltd. issued a statement saying that the "sky-high moon cake" in Yibin, Sichuan was a supermarket that used Li Ziqi trademark to deceive consumers without authorization. Mooncakes have nothing to do with Li Ziqi, and it will resolutely crack down on counterfeiting and infringement.
The statement also mentioned that Sichuan Zi Qi Culture Communication Co., Ltd. is the sole trademark owner of "Li Ziqi" brand goods. Any unauthorized use of Li Ziqi trademark or similar logo is an infringement of trademark rights, and rights will be protected through litigation.
Source: Weibo screenshot
On September 15, Luyuan Supermarket responded: The staff made a mistake in operation and the moon cakes involved had been removed from the shelves.
According to Wang, the legal representative of Yibin Luyuan Trading Co., Ltd., the mooncake involved is a product of Chongqing Guanshengyuan, named "Perfect Gift Box Mooncake". There are no words or signs related to "Li Ziqi" on the inside and outside packaging of moon cakes. However, the negligence of the supermarket staff led to the words "Plum July" appearing on the price tag and cashier's receipt and spreading on the Internet. After the incident was exposed, Luyuan Supermarket promptly removed the moon cake products of Chongqing Guanshengyuan Company.
According to the inquiry, "Li Ziqi" has been applied for trademark registration by a large number of companies and natural persons, but up to now, except Sichuan Zi Qi Culture Communication Co., Ltd., most of the other applicants' trademark registration applications have been rejected, thanks to Li Ziqi's awareness of trademark layout.
Enterprise survey information shows that as early as 20 16, Li Ziqi himself had registered five "Li Ziqi" trademarks, and the international classification involved 30 kinds of convenience foods, 3 kinds of daily necessities, 29 kinds of foods, 5 kinds of medicines and 35 kinds of advertising sales, so he was fully aware of trademark protection.
Image source: enterprise check
Subsequently, on 20 17, Sichuan Zi Qi Culture Communication Co., Ltd. applied for registration of a large number of trademarks. Up to now, Sichuan Zi Qi Culture Communication Co., Ltd. has 244 pieces of trademark application information, including Li Ziqi, Qijia Wu Hao, Li Ziqi and Zi Qi. Proper awareness of trademark protection.
We applied for a trademark before the company was established, and the trademark reacted quickly after being fraudulently used. From the fraudulent use of the "Li Ziqi" trademark, it is not difficult to see that trademarks, as intangible assets of enterprises and brands, are of great significance for enterprises and brands to maintain market competitiveness, good brand image and development guarantee. The market has not moved, and the trademark comes first! Enterprises must lay out trademarks in advance and do a good job in intellectual property protection! When an enterprise's brand trademark is infringed, it must use legal means to safeguard its own rights and interests in time to avoid the negative impact of fake and shoddy products on the product sales and word of mouth of the enterprise.
More than 700 mooncake gift boxes named Li were sold. In the past Mid-Autumn Festival, Li's video was still absent.
As a globally influential city celebrity on the Internet, China and Li rarely stop for more than 60 days. During this period, rumors spread everywhere, and everyone was waiting for the bullets to fly for a while.
However, the study found that both the ownership structure and the vague status quo of the trademark ownership of "Li Ziqi" indicate a fact: Li Ziqi has differences with the MCN organization behind her.
Top traffic network celebrities and capital love each other and kill each other. Only the interests remain unchanged.
Equity "overhead"?
A game without smoke
"What's wrong with Li?" The video stopped for two months, and everyone was asking this question.
It is understood that since July this year 14, Li Zikai has not updated the video for more than two months. Although all her videos were released after careful polishing, such a long pause made everyone smell something was wrong.
Subsequently, everyone speculated that Li was unwell and that Li was poaching for the team, which was also denied by her assistant.
Intriguingly, Li Zikai posted on social platforms that "the Youth Morning Post has police", and some netizens found that the reply deleted by Li Zikai mentioned "a good means of capital".
Therefore, some people speculate that behind Li's pause, it may be a game without smoke between her and the capital behind her.
Capital needs traffic, and online celebrities need resources.
2065438+September 2006, Li, who was already on fire, signed a contract with Hangzhou Weinian Brand Management Co., Ltd. (hereinafter referred to as Hangzhou Weinian). As a result, Li Zikai began to form an indissoluble bond with Hangzhou Micro-reading.
According to public information, from 2065438 to September 2006, Wei Nian began to provide Weibo resources promotion service for Li, so that Li could devote his energy to content creation.
2065438+July 2007, Li and Wei Nian changed the mode of cooperation, and the contract mode was changed to the mode of joint venture company. * * * Co-founded Sichuan Culture Communication Co., Ltd. to prepare for the brand Li and jointly operate.
After Li's deep binding, Hangwei reading has become the object of capital competition among all parties.
Sky Eye Survey shows that at present, Hangzhou Weinian has completed seven rounds of financing, with a valuation as high as 5 billion yuan. Investors include Huaying Capital, Sina Weibo, Mango Fund and Zhongyuan Capital. On July 2nd this year, ByteDance affiliated company Beijing Quantum Yuedong Technology Co., Ltd. became a shareholder, with a shareholding ratio of about 1.37%.
(according to the eye of the sky)
It is noted that in terms of time, six of the seven rounds of financing were after Wei Nian and Li were tied up.
However, according to the survey, there is no Li in the list of 22 shareholders of Hang Weinian, and Liu, the founder of the major shareholder Weinian, holds about 19.45%. Even in the list of key personnel, there is no shadow of Li.
Li Zikai (formerly known as Li Jiajia) holds only two shares: Sichuan Zi Qi Culture Communication Co., Ltd., with Hang Weinian holding 5 1% as the major shareholder and Li Zikai holding only 49%; And Shanghai Chen Xiangli Creative Planning Studio, holding 100%.
(according to the eye of the sky)
However, it is found that the scale of the two companies held by Li is unknown and the number of participants is zero.
From the perspective of ownership structure, Li has almost no dominant position in the cooperation with Hangzhou Weinian. It can be said that no matter how well micro-reading develops in Hangzhou and how high its valuation is, it has little to do with Li Zikai.
Doubt about profit sharing
The interest relationship is complicated.
Behind Li's "overhead" equity is a deeper and more complicated interest distribution relationship.
As we all know, Li's fans are all over the world, with over 1 50,000 fans on You Tube Chinese Channel and over1100 million fans on domestic platforms, making him the top stream in the network celebrity circle.
Great influence has brought unimaginable commercial benefits.
Snail powder, hot sauce, red oil noodles, brown sugar, lotus root starch ... In the past year, the brand of Li Ziqi has exploded, with sales reaching 654.38+0.6 billion. Most A-share listed companies are ashamed of this achievement.
Of course, this also confirms the inestimable commercial value contained in the word "Li".
It is not difficult to see the profit model of Hangwei Reading, and continue to expand its influence through Li Ziqi's video, and drain it to the brand of the same name in Li Ziqi, which was launched on Tmall in August 20 18. To put it bluntly, it's selling goods. Do it.
Ironically, Li, who has never brought the goods, is more appealing than the anchor head. The Tmall flagship store named after her, industrial and commercial registration, is mainly about Hangzhou Weinian.
Previously, Li Ziqi brand officially announced that it would invest in the construction of snail powder factory in Liuzhou. In July 2020, Guangxi Food Co., Ltd. was established, in which Hangzhou Weinian holds 70% of the shares and Hangzhou Food Co., Ltd. holds 30%, while Li is still outside the scope of shareholders and key personnel.
Since Li Zikai does not hold the shares of Hangweinian, it means that neither the profits of Tmall flagship store nor the profits of snail powder factory can be distributed by Li Zikai through equity.
"If you don't own shares, Li Zikai should be a brand authorized share, and sign a contract with the company, which is linked to sales and depends on the contract. But compared with the two, owning equity obviously has more say than signing a contract. In fact, with Li Zikai's personal influence and appeal, this situation (no shareholding) is obviously unreasonable. " A venture capitalist who asked not to be named told Jin Meier.
In addition, it should be noted that since August 20 16, Hangweinian has registered as many as 96 trademarks of "Li Ziqi" and "Zi Qi", covering not only beer and beverage, convenience food, food, kitchen and bathroom and other related industries, but also lamps, air conditioners, machinery, furniture, metal materials and other industries. The scope is beyond imagination.
(according to the eye of the sky)
In the eye of heaven, Jin Meier found three judgment documents about trademark infringement, all of which were read by Hangzhou. I don't know, does this mean that the trademark right of the gold-lettered signboard "Li Ziqi" is already in the hands of Hang Weinian?
The above-mentioned person said frankly: "Li Zikai is only responsible for content operation. This piece is laborious but there is no income, and selling goods in online stores is the biggest source of profit, and she can't participate. If I sign a gambling agreement or a non-competition clause, Li Zikai can't fly solo. "
This person also revealed that Li Zikai's account in You Tube is red, and half the sky is also the responsibility of the operating company.
It is understood that You Tube gives high incentives to content creators. According to Noinfluencer, an overseas online celebrity marketing service platform, Li's advertising alliance earns about $500,000 a month on YouTube.
"Generally speaking, the overseas copyright and account operation of these videos are handled by companies with overseas backgrounds. As far as sharing is concerned, relevant agreements will be signed, so how much traffic sharing and overseas advertising sharing Li Neng gets depends on the specific terms of the contract. " The above person added.
MCN institutions and network celebrities
Strive and achieve.
In fact, compared with the love-hate relationship between Li and Hang Weinian, the relationship between online celebrities and companies (online celebrity brokerage incubators) is more worthy of attention.
If online celebrities are glamorous IP in front of people's front desk, MCN is the trader behind them, building an industrial chain around online celebrities. With the ups and downs of the popularity and liquidity of online celebrities, the dominance and interest distribution rights brought by them have also become the goal of the continuous game between the two sides.
The past shows that the distribution of interests between MCN and online celebrities has always been a difficult problem in the industry, and there are precedents for the war between online celebrities and their owners.
From the perspective of online celebrities, it is difficult for online celebrities to realize commercialization on a large scale without the resources, marketing and promotion brought by capital. However, it was followed by the loss of some leading power and even being "overhead".
For MCN, exclusive online celebrities are one of the core competitiveness. However, it is easy to breed contradictions and disputes by deeply binding online celebrities and relying too much on personal online celebrities. Zhang Dayi and Ruhan Holdings, the first e-commerce company of online celebrities, are precedents.
In order to get rid of the dependence on top traffic, MCN either spends a lot of money to train new people to guide traffic, or forms a mature profit model that no longer depends on online celebrities, and the final result is unpredictable.
From the micro-reading situation in Hangzhou, we can see that apart from Li, we have also invested in several well-known short video network celebrities, such as Aunt Sleeping Silkworm, Hanalin, ng's Cat, etc., but no second network celebrity has ever reached Li's height and popularity.
It can be said that in the war between network celebrities and MCN, the competition for interests and dominance has never been cut off, and how to achieve a virtuous circle is still being explored.
Does Li Zikai use "Pogeng" against capital? What about the so-called "good means of capital"? We will wait and see!