JDB can't escape the pressure to change the packaging

[Chinese Packaging Network News] Before the red tank decoration case has not yet reached the final result, JDB has apparently been unable to withstand the pressure to prepare for packaging. Yesterday, sources said that JDB has decided to replace the existing red cans to replace the packaging. Although the official of JDB did not respond to the news, JDB’s personnel confirmed the change. Analysts pointed out that packaging is an important visual sign for the product. The loss of the red can to Jia Du Bao is no less than the loss of the trademark case three years ago.

Jiaduobao basically completed the final stage
According to yesterday's market news, JDB has already decided to change the packaging, using gold as the background color, and the red color of the new packaging will replace the current red canned yellow packaging. According to another source, the new cans began mass production at the end of last week, and the new version of herbal tea will be launched before the Dragon Boat Festival.
In fact, in December last year, when the Guangdong Provincial Higher People's Court ruled that the ownership of the red pot herbal tea was owned by Wang Laoji, the packaging of the Kadobao herbal tea had constituted infringement of Wong Lo Kat. Legal professionals and related parties in the herbal tea industry said that Jiadu Bao or can not escape the fate of the replacement package, but then Jiaduobao is firmly stated that it will appeal.
Yesterday's dress rumors resumed on the market, but as of press time, the company did not give a clear reply. However, a person close to JDB who did not wish to be named revealed that “the replacement of packaging has been consistent,” but further information such as the withdrawal time of the red cans and the time-to-market of the new packaging has not yet been known.
The decor case was defeated in advance
It is worth noting that the case of Wang Laoji and JDB between the ownership of the red cans and packaging and decorating was still in the stage of Jiadubao’s appeal and the second instance was not in session after Wang Laoji won the first trial in December last year. At this critical moment, JDB, who insisted on appealing dissatisfaction, took the initiative to replace the packaging. This behavior was interpreted by industry insiders as: “Jaddob has already accepted the fate, and the odds of reversing the results of the first trial have been relatively small.”
The person approaching JDB mentioned to the Beijing Daily News reporter: “If there is a full grasp of winning the lawsuit, JDB will not need to use manpower and material resources to make new packaging. This shows that they have insufficient confidence.” Renmin University of China Yao Huanqing, deputy director of the Legal Science Research Center, also briefed Beijing Commercial News reporters. According to normal procedures, the Guangzhou Higher People’s Court submitted the appeal application to the Supreme People’s Court. Due to the complexity of the case, the final judgment of the case is expected to be within 2015. Finalized, which means that the market left for Jiaduobao to change, do promotion time is not much.
At present, the replacement packaging for JDB has basically been finalized. Zhang Zheng, research director of Beijing Fulai brand consultancy, introduced that product packaging can create product positioning faster and more profitably, and arouse consumer resonance. "For many years, herbal tea has become a consensus among consumers in red canned goods. It is precisely the consumer's consumption habits that are perceptual and the color is a direct perception factor. Therefore, Jiaduobao has replaced this image logo with its sales volume and market influence. It will definitely be affected." Chang is just a judgment.
The fear of a large increase in the cost of profit caused by pressure
“The first thing that changed packaging was the sales of Jardo’s festive market. For the herbal tea market, in addition to the summer sales peak, mid-autumn festivals and Chinese New Year celebrations also accounted for a larger market, so it’s inevitable that the festival market Jiaduobao will In a weak situation." China Food [-1.67%] researcher Zhu Dan Peng Business Research Institute is an analysis.
In addition, people in the food industry analyzed that after the replacement of the trademark in 2012, JDB also achieved an increase in sales of more than 20%, but the price it paid was high publicity marketing expenses. According to the source, Kadobo's marketing expenses soared to 5 billion yuan in 2012, and 2013 and 2014 also spent nearly 5 billion yuan in total to make a big impact. However, previously Jiaduobao disclosed sales of RMB 20 billion in 2012, and its marketing expenses accounted for 1/4 of sales. “The importance of changing the packaging to the product is no less than the replacement of the trademark. On the one hand, JDB has to bear the cost pressure caused by the replacement of the packaging. In addition, according to JDB’s customary approach of increasing market influence through marketing, plus Duobao's marketing expenses will continue to rise, which will further dilute the company's profits," said industry insiders.
In addition, Zhu Dan Peng also pointed out that the dress will further instigate its sales system, "especially the channel risk, agents, dealers may have the risk of sharing the risk, will cause business uncertainty, JDB's sales will also Unprecedented pressure, and this will bring opportunities for Wong Lo Kat, who is weak in the sales system, to take advantage of the situation."

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