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江小白沒商標裸奔400天,誰給的勇氣
2020-01-11 18:29  www.konga9ja.com

所有大企业都会经历磨难,磨难给予江小白理性审视自己的机会。2020年,江小白依然事儿多,商标官司获胜,爆出IPO传言。

All the big enterprises will go through the ordeal, the ordeal to give Jiang Xiaobai rational examination of their own opportunities. In 2020, jiang xiaobai is still a lot of things, trademark lawsuit won, ipo rumors.

2019整整一年时间里,江小白公司经历了“裸奔式”营业。稍微懂点经营的人都知道,一个消费品品牌在商标被宣判无效的情况下运作一年多,是多么恐怖的事情。

For a full year in 2019, jiang xiaobai company experienced \"naked run\" business. Anyone with a little knowledge of business knows how horrible it is for a consumer-goods brand to operate for more than a year when a trademark is rendered invalidated.

根据最高人民法院的“2019最高法行再224号”判决书来看,为了证明“江小白”是江小白的,这家公司8年内至少经历了4次过山车。

According to the Supreme People's Court's \"2019 Supreme Law Line No.224\" judgment, to prove that \"Jiang Xiaobai\" is Jiang Xiaobai, the company has experienced at least four roller coasters in eight years.

第一次是2011年12月,江小白创立并申请注册商标;但从2013年起,便开始被人发起商标异议程序、商标异议复审程序、商标无效宣告程序;

The first was in December 2011, when Jiang Xiaobai created and applied for a registered trademark; however, since 2013, it has been initiated a trademark objection procedure, a trademark objection review procedure and a trademark invalidation procedure.

然后2017年,通过行政诉讼江小白一审获胜;紧接着2018年二审失败,“江湖再无江小白”的声音此起彼伏。随即提请最高法再审。整个过程历时七年,直到近日最高人民法院的最终判决,方才为此事画上句号。

Then in 2017, through the administrative lawsuit Jiang Xiaobai won the first instance; immediately followed by the 2018 second instance failure,\" Jianghu no longer Jiang Xiaobai \"voice one after another. It was subsequently referred to the Supreme Court for retrial. The process lasted seven years, until a final ruling by the Supreme People's Court recently brought the matter to an end.

但令人好奇的是,江小白在2018年11月到2019年12月这400天时间里,在商标无效的情况下依然动作频繁:既加码江记酒庄建设,更新味道线,也在全国各地举办说唱、街舞等活动。

But curiously, Jiang Xiaobai still moves frequently in the case of trademark invalidation for this 400 days from November 2018 to December 2019: both add code Jiangji winery construction, update flavor line, and also hold rap, hip-hop dance and other activities around the country.

裸奔400天,江小白一切照常。笔者猜想,或许是因为江小白对这场官司胜券在握?又或许是江小白公司已经做好失去“江小白”这个商标的打算,再做一个江小白?两种设想都存在一个疑问,江小白这种底气来自哪里?

Naked run for 400 days, Jiang Xiaobai as usual. The author conjectures, perhaps is because Jiang Xiaobai to this lawsuit wins the ticket to hold? Or perhaps Jiang Xiaobai company has done a good job of losing the \"Jiang Xiaobai\" this trademark, and do a Jiang Xiaobai? There is a doubt between the two scenarios. Where does Jiang Xiaobai come from?

被逼的?把“江小白”注册到国民心里无论是江小白的商标还是品牌,都已经被江小白这家企业注册到了用户的心智当中。

Forced? Register \"jiang xiaobai\" to the national heart whether jiang xiaobai trademark or brand, has been registered by jiang xiaobai this enterprise into the mind of users.

如果你问年轻人平时喝什么白酒,80%都会回答江小白。把江小白缩小放到白酒发展长河中看,它成功最直观的因素,一是用现代的东西改造了传统消费品,二是创造了新的产品模式和使用场景。

If you ask young people what white wine they usually drink,80% will answer Jiang Xiaobai. The most intuitive factor of its success is the transformation of traditional consumer goods with modern things and the creation of new product models and usage scenarios.

此举呈现在我们面前最直观的效果就是,江小白改变了国民心目中“只有父辈才喝白酒”的印象,江小白之后,市场上跟风的“x小x”小瓶文案白酒就是对这种方向的直接肯定。

The most intuitive effect of this move in front of us is that jiang xiaobai changed the impression that \"only the parents drink white wine\" in the eyes of the people, after jiang xiaobai, the market followed the \"x small x\" small bottle of white wine is a direct affirmation of this direction.

江小白的成功不可否认来自于率先抓住了市场大环境中的机遇,但手握入场券后,江小白所做的不是急于敛财,而是“收买人心”,做闭环市场,形成一种文化式的品牌,这是最深层的原因。

Jiang Xiaobai's success cannot be denied from the first to seize the opportunity in the market environment, but after holding the ticket, Jiang Xiaobai did not rush to amass money, but \"buy people \", do closed-loop market, form a cultural brand, this is the deepest reason.

中国食品产业分析师朱丹蓬说,如今知名的白酒品牌往往离不开品牌背后的文化。江小白通过利口的产品、时尚的品牌和新青年文化,塑造了一个国民品牌。

Today's famous liquor brands are often inseparable from the culture behind the brands, said Zhu Danpeng, a Chinese food industry analyst. Jiang Xiaobai shaped a national brand through Likou's products, fashionable brands and new youth culture.

品牌和文化都是长期会产生价值的领域,但是传统酒企讲文化的时候可能更倾向于谈恢弘酒史、谈帝王将相,同质化且务虚。

Brand and culture are long-term areas of value, but traditional wine companies may be more inclined to talk about grand wine history, talk about emperor generals, homogenization and retreat.

江小白的不同之处在于,品牌文化落地到当下年轻人,用户能直接接触到这种文化,并且切身感受这种文化。比如搞音乐节、街舞、说唱、赛车、涂鸦;还包机酒请来自全国各地的用户参加品牌共创,瓜分用户共创产品的销售额,国民气息十足。

Jiang Xiaobai's difference is that the brand culture has fallen to the present young people, and users can directly contact this culture and feel it personally. Such as music festivals, hip-hop, rap, car racing, graffiti; but also chartered wine from all over the country to participate in brand creation, share the sales of products created by users, full of national flavor.

其实,没有一种白酒像江小白那样,有很多场景都可以喝,很接地气。朋友小聚可以喝,家里轰趴可以喝,约会时候可以调混饮喝,吃烧烤可以喝,吃西餐也可以喝……但是换一种酒呢?我们把“老村长”、“拉菲”、“二锅头”代入以上场景,你看看都能行吗?

In fact, there is no liquor like Jiang Xiaobai, there are many scenes can be drunk, very approachable. Friends can drink, home party can drink, date can be mixed drink, eat barbecue can drink, eat western food can also drink. But what about another wine? Can we put \"old village chief \",\" raffia \",\" er pan head\" into the above scene, you can look at it all?

对用户来说,江小白可能远远不能由一个商标来定义,而是一个“符号般”的存在——江小白式的酒文化,就是国民小酒文化的一个分支。可口可乐前董事长伍德鲁夫有句理直气壮的名言:“只要有可口可乐的品牌,第二天我又将重新站起。”江小白也一样,甚至可以更进一步,或许就算“江小白”商标失效,江小白公司依然可以靠用户认知崛起。一个失效的商标或许其他人都可以用,但都不可能像江小白公司那样做得深入人心。

To the user, Jiang Xiaobai may be far from being defined by a trademark, but the existence of a \"symbol like \"- Jiang Xiaobai's wine culture, is a branch of the national wine culture. Woodruff, the former chairman of Coca-Cola, has a plausible quote:\" If there's a Coca-Cola brand, I'm going to stand up again the next day.\" Jiang Xiaobai is the same, can even go further, perhaps even if \"Jiang Xiaobai\" trademark failure, Jiang Xiaobai company can still rely on user cognition rise. A failed trademark may be available to everyone else, but it is unlikely to be as popular as Jiang Xiaobai.

藏得有点深,全产业链是真护城河江小白的品牌和文化比较直观,也容易模仿,但最有价值、最难模仿、也最容易被忽略的部分可能在后台,从高粱种植到酿酒分销的全产业链。

Hidden a little deep, the whole industry chain is the true moat river small white brand and culture is more intuitive, but also easy to imitate, but the most valuable, most difficult to imitate, but also the most easily ignored part of the background, from sorghum planting to wine distribution of the entire industry chain.

“从前的日子过得静,油菜花盛放得热烈时,就去放空自己。”在裸奔的400天期间,江小白的高粱种植基地江记农庄在油菜花盛开的某天接待了20万人次。挤到双脚离地的北京西二旗地铁站,高峰期人流量大概是14万。

\"The old days were quiet, and when the cauliflower was in full bloom, they went to empty themselves. During the 400-day streaking period, Jiang Xiaobai's sorghum-growing base, Jiangji Farm, received 200,000 people on a day when cauliflowers were in full bloom. Crowded to the foot of the Beijing Xierqi subway station, peak passenger flow is about 140,000.

这个被客流挤爆的江记农庄已扩大到了5000亩的种植,未来五年会逐步扩大并“辐射10万亩种植”。这仅是江小白全产业链其中的一环。

The crowded jiangji farm has been expanded to 5000 mu of planting, and will gradually expand in the next five years and \"radiation 100,000 mu of planting.\" This is only a link in the entire industrial chain of Jiang Xiaobai.

江小白全产业链的开端要从2013年说起。当年,江津酒厂索要商标未遂后切断了产品供应,试图断江小白的后路。其实江津酒厂的做法反而促使了江小白找到新活路,做自己的生产基地和供应链。

The beginning of the entire industrial chain will start in 2013. At that time, Jiang Jin winery after the attempted trademark cut off the supply of products, trying to cut off the back of the small white river. In fact, the practice of Jiang Jin distillery instead prompted Jiang Xiaobai to find a new way to do their own production base and supply chain.

到现在,围绕味道、市场和品牌的全产业链已经落成。江记农庄搞高粱种植、江记酒庄负责酿酒、集中产业园负责搞配套……

Up to now, the whole industry chain around taste, market and brand has been completed. Jiangji farm to engage in sorghum cultivation, Jiangji winery responsible for winemaking, centralized industrial park responsible for supporting.

不妨设想,未来江小白如果能够提供优质供应链:一来可能孵化更多品牌;二来拥有了长期输出的能力。品牌自身的影响力加上供应链可持续输出优质产品的能力,就有可能快速地打造出第二、第三……第N个“江小白”。

Imagine the future if jiang xiaobai can provide quality supply chain: one may hatch more brands; the other has the ability to export long-term. The brand's own influence, coupled with the supply chain's ability to sustainably export quality products, is likely to quickly build second and third. nth \"Jiang Xiaobai \".

“所谓可变的其实就是我们的创新价值,不可变的是通过长时间积累下来的护城河,是长期价值。”在与IDG资本对话中,陶石泉说,不管整个大环境怎么改变,优质供应链一定并且始终是整个社会的底层核心竞争力之一。

\"The so-called variable is actually our innovative value, immutable is through the long-term accumulation of moat, is long-term value.\" In a dialogue with IDG Capital, Tao Shiquan said that no matter how the whole environment changes, the quality supply chain must and always be one of the bottom core competitiveness of the whole society.

在未来,江小白能够提供优质供应链:一来可能孵化更多品牌;二来随着时间的积累,它会越来越有价值。假如有一天,无印良品各门店上架了一款白酒,它的产地和香型可能都没有那么重要。一切都被无印良品这样的渠道背书,可以想象,它完全有能力挤压中小酒企的生存空间。

In the future, jiang xiaobai can provide quality supply chain: first, may hatch more brands; second, with the accumulation of time, it will become more and more valuable. If one day, no-print stores on the shelves of a liquor, its origin and flavor may not be so important. Everything is endorsed by such a channel, it can be imagined that it has the ability to squeeze the survival of small and medium-sized wine enterprises.

这时江小白需要的,不仅是品牌上颇具优势的营销力,更是一条优质供应链,这是无印良品做不了的。倘若真有无印良品卖酒的那天,它瓶子里的酒可能是江记酒庄酿造的,原料也有可能是江记农庄种出来的高粱。

What Jiang Xiaobai needs at this time is not only the marketing power of the brand, but also a quality supply chain, which cannot be done without good products. If there is a real wine without the day, its bottle of wine may be made by Jiangji winery, or the raw materials may be sorghum planted by Jiangji farm.

在2017、2018年白酒产能持续下降的大环境中,江小白2018年的体量超过20亿,2019年又掏出10亿继续做全产业链。有人提出质疑,钱够不够?但是从江小白目前的体量来看,这个全产业链并不算大,只能算是麻雀虽小五脏俱全。

In the environment of a sustained decline in liquor production in 2017 and 2018, Jiang Xiaobai's volume exceeded 2 billion in 2018 and took out another 1 billion to continue to do the whole industry chain in 2019. Some have questioned whether the money is enough? But from Jiang Xiaobai's current volume, the entire industrial chain is not large, can only be regarded as sparrows although small five organs.

不管是重资产也好、慢公司也罢,江小白必须提前把护城河挖得够深,才有足够的底气面对类似于“商标失效”的各种危机。

Whether it is heavy assets or slow companies, jiangxiaobai must dig the moat deep enough in advance to have enough courage to face a variety of crises similar to \"trademark failure \".

渠道网络是另一张底牌品牌、文化和全产业链是江小白的底子,商标失效对这些并没有直接影响,直接受影响的是江小白的渠道。因此,判断一个企业“抗风险”的能力,除了要求品牌、产业链完善,渠道也同等重要。

Channel network is another brand, culture and the whole industry chain is the base of Jiang Xiaobai, trademark failure has no direct impact on these, directly affected by the channel of Jiang Xiaobai. Therefore, judging an enterprise's ability to \"resist risks \", in addition to requiring brand, industrial chain perfection, channels are equally important.

商标无效的宣判传出后,某酒厂推出了自己“江小白”白酒,价格低很多。一些江小白公司的经销商也收到了这次新品发布会的邀请函。如果江小白的经销商都叛逃,现在的结局可能就是“江湖再无江小白”。但江小白的渠道并没有翻车。经销商们没有接受山寨产品,也没有对江小白失去信心。

After the invalidation of the trademark, a distillery launched its own \"Jiang Xiaobai\" liquor, the price is much lower. Some dealers of Jiang Xiaobai company also received the invitation letter of this new product launch. If Jiang Xiaobai's dealers are defecting, the current outcome may be \"Jianghu no longer Jiangxiaobai \". But Jiang Xiaobai's channel did not overturn. Dealers did not accept shanzhai products, nor did they lose faith in jiang xiaobai.

先研究下陶石泉在2019年新经销大会上透露的内容:“品牌与渠道是一个生态,这种生态基于平等与让利两大原则。”说直白一点,江小白和渠道的共存原则是:品牌和渠道一起成长,但是钱要让渠道先赚,只有经销商活下去,江小白才能活下去。

\"Brands and channels are an ecology based on the two principles of equality and profit-making,\" he said at a new distribution conference in 2019. To put it bluntly, the coexistence principle of Jiang Xiaobai and channel is: brand and channel grow together, but money should let channel earn first, only dealer live, Jiang Xiaobai can live.

2019年年初恰好是江小白兑雪碧“情人的眼泪”引爆期,全国各地的年轻人在社交平台争相上传了模仿视频。“情人的眼泪”传播迅速暗含渠道的便捷——能买到雪碧的地方,就能买到江小白。

Early 2019 happened to be the start of Jiang Xiaobai's \"lover's tears\" period, with young people across the country scrambling to upload copycat videos on social platforms. \"Lover's tears\" spread quickly implied the convenience of the channel - can buy Sprite place, can buy Jiang Xiaobai.

在渠道层面,江小白充当起咨询公司和商学院的角色,向经销商开放管理工具,进行组织培养和盘点;并通过经销商定期组织用户到酒庄、农庄,给江小白的生产和经营提意见,做品牌共创大会。

At the channel level, Jiang Xiaobai acts as a consulting company and business school, opens management tools to dealers, conducts organizational training and inventory; and organizes users to winery and farm regularly through dealers to give advice to Jiang Xiaobai's production and operation, and makes brand creation conferences.

当渠道成长为一个庞大的体系,就可以和那条供应链结合起来。在江小白供应链上生出任何新品,都可以在这个渠道体系中流通,生长,并与渠道、用户紧密结合成一个生态,难以有其他人挤入的空间。

When the channel grows into a large system, it can be combined with that supply chain. Any new product produced in the supply chain of jiangxiaobai can be circulated and grown in this channel system, and closely combined with the channel, users into an ecology, it is difficult to have other people squeeze into the space.

IPO?只是传言!1月9日突然爆出江小白即将上市的传言。之后,江小白回复说:在公司长期愿景中,希望公司能够成长为一家公众公司,就近期而言,2020年确定不会是我们的上市时间点选择。一家背后有高瓴资本和IDG资本的企业,上市只是早晚的事情而已。

IPO? It's just a rumor! January 9 suddenly burst jiang xiaobai will be listed on the rumors. After that, Jiang Xiaobai replied: in the company's long-term vision, hope that the company can grow into a public company, in the near future,2020 is sure not to be our listing time point choice. A company with strategic and IDG capital behind it is only a matter of time before it goes public.

江小白估值空间的支撑要素,才是我们关注的要点。品牌力、供应链、渠道体系,这三个板块的运转效率是是江小白裸奔400天的底气,也决定了江小白的成长空间和估值空间。

The supporting element of Jiang Xiaobai's valuation space is the key point of our concern. Brand power, supply chain, channel system, the operation efficiency of these three plates is Jiang Xiaobai naked for 400 days, but also determine the growth space and valuation space of Jiang Xiaobai.

在任何情况下,做好品牌文化、全产业链、渠道体系,就能最大程度提高企业的抗风险能力。江小白只有8年历史,体量也不大,商标官司胜诉给它排除了隐忧,但它的生长还需要时间。

Under any circumstances, to do a good job of brand culture, the whole industry chain, channel system, can maximize the ability of enterprises to resist risks. Jiang Xiaobai is only 8 years old, the volume is not big, the trademark lawsuit has ruled it out, but its growth still needs time.

所有大企业都会经历磨难,磨难给予江小白理性审视自己的机会。如果江小白的愿景是做中国品牌乃至全球品牌,这短短400天连成年礼都算不上。

All the big enterprises will go through the ordeal, the ordeal to give Jiang Xiaobai rational examination of their own opportunities. If Jiang Xiaobai's vision is to be a Chinese brand and even a global brand, this is only 400 days into a yearly gift is not counted.