"Small pots of tea, masterpieces"
"Small pots of tea, handmade by eight tea masters"
"Every pot of tea is handmade by a master of the Taidou level"
With a "masterpiece", the small pot of tea was sold to 2 billion, and because of this slogan's apology, it was on the hot search, which can be called "textbook-level marketing".
On June 25, Du Guoying, the founder of Xiaocan Tea, responded to the long-standing public controversy over the label of "masterpiece" at the 12th anniversary release, saying that "I solemnly apologize to everyone".
Not only that, at the press conference, Du Guoying also announced that he has been committed to digitizing the master's skills for many years, and decided to open up 135 tea-making patents to the public free of charge.
According to public information, Beijing Xiaocan Tea Industry Co., Ltd., an affiliated company of small pot tea, was established in December 2014, with a registered capital of 400 million yuan and a registered capital of 400 million yuan, which is jointly held by 12 shareholders including Du Guoying, Gongqingcheng Ziming Investment Management Partnership (Limited Partnership) and Beijing Jiankun Investment Group Co., Ltd. According to foreign investment information, the company holds shares in 14 companies, of which 13 are in existence, including its companies in Beijing, Anhui, Fujian, Yunnan and other places.
Since the birth of small pots of tea, it has always been selling with "high-end characteristics, master tea", and in 2017, it attracted attention because of the 3-minute "small pot of tea, master work" advertisement on CCTV.
However, the small pot of tea also suffered from the "IQ tax" public opinion storm because of this propaganda - someone calculated an account for the small pot of tea, "a master fried 250 million tea a year" "Assuming that there is no rest all year round, on average, a master cooks 220 catties of net tea every day", which is obviously unreasonable.
At that time, the small pot of tea responded that "masterwork" refers to works that represent the master's skills, not the master's hand-fried tea. But this set of explanations has not calmed the doubts of public opinion.
There is no company or brand that only does marketing for a long time, and only marketing and intellectual property are done together, which is the king. Obviously, the small pot of tea is also well aware of this truth.
Intellectual property information shows that the company has previously registered a number of trademarks of "small pot master", "small pot tea master", "master handicraft" and "master handwork".
Although Du Guoying apologized for the long-standing "masterpiece" controversy, until January this year, the company was still applying for the registration of a "master handmade" trademark, the international classification is convenience food, and in April, the trademark process information has been changed to "rejection notice issued".
Then there is another highlight of the conference - the "patent open source" program of small pots of tea, and the first partner to be awarded is Bawang Chaji, who has recently emerged in the new tea industry.
The inquiry found that at present, there are more than 10 companies with equity relations with small pots of tea, mainly Beijing small pot tea industry Co., Ltd., Huangshan small pot tea industry Co., Ltd., Anhui small pot tea industry Co., Ltd. and Fengqing small pot tea industry Co., Ltd., and so far it mainly has 375 valid patents, including 21 inventions, 160 utility models and 194 designs; Beijing Xiaocan Tea Industry Co., Ltd., which was officially registered in December 2014, has 264 patents, including 7 inventions, 63 utility models and 194 designs.
The above-mentioned patents cover the whole process from tea preparation, refining, packaging to warehousing and logistics, among which the relevant core technologies involving nitrogen filling and preservation, tea production, purification and sterilization are very important.
The experience of small pots of tea has also brought inspiration to many enterprises: intellectual property rights are a powerful weapon for competition between enterprises, using scientific and technological innovation to drive industrial upgrading, focusing on breaking the inherent impression of traditional industries in intellectual property rights, and building a bridge for innovation and cooperation between enterprises.
Nowadays, the reshaping of the image of small pots of tea in the field of public opinion has just begun, and in today's more fierce business competition, we should look at intellectual property rights from multiple perspectives, so that the technical protection of enterprises can be more perfect. If you have any questions about intellectual property rights, you can consult us.