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The author:(作者)aaapublished in(发表于) 2013/12/12 9:28:48 Sanlu’s identity for organic whole grains out of retirement， buyer of trademark silence 4
Channel December 10, Zhejiang, Xinhua (reporter Qu Lingyan) by the melamine incident, Hebei Shijiazhuang sanlu brand milk enterprises being auctioned off, but the mystery buyer did not show, after 4 years of silence, three deer in an organic whole grains of capacity out of retirement. A few days ago, three deer industry limited company of Zhejiang Province revealed that bidders that year purchased "three deer" trademark, after several years of research and development planning, the main organic whole grains products already on the market. Analysts believe that enterprises can borrow sanlu brand recognition, and work with high-end products differentiated markets, but to dispel market doubts remain several major difficulties.
Sanlu's return to organic whole grains into the food industry, "exploring stone"
At Zhejiang agricultural fair held in the near future, a home sales raised organic whole grains booth attendees a great deal of attention, in front of the booth, huge "sanlu" flags to grab headlines, "is the original one sells the sanlu milk powder? "In introducing products at the same time, greater job is to advise consumers of their sales and taking care of that notorious" sanlu "has any relationship.
"In fact we are borrowing sanlu trademark, products and management are completely different. "Sanlu Zhejiang Co Ltd Marketing Manager Yang Xiangdong explained, General Manager of 2009 they took" three deer "trademark, after several years of research and development planning, developed a series of organic whole grains, whole grains of rice. Now in its century Lianhua, shopping malls, and Auchan, supermarkets such as Wal-Mart in cooperation is also proceeding.
In order to distinguish the market orientation of the sanlu, organic whole grains positioned in the high-end developed Zhejiang sanlu, currently holds the organic certification in China, United States organic certification organic certification, the European Union and Japan for organic certification.
"The high-end products in the field of organic food is food, and we hope to capitalise on the sanlu's resurgence. "Yang Xiangdong told reporters that for this company for about 4 years meticulous preparation.
This reporter learned that, in addition to product market positioning, sanlu in personnel training, management, research and development have made full preparations and strictly enforce food safety traceability system, chain extends to manage organically grown plants, raw material inspection sample size increased to 3 times times the national standard of inspection. In addition to setting up a senior technical team, and Jiangnan University jointly set up a research and Development Centre, the introduction of the top automatic production line, all designed and constructed according to the GMP requirements in production area, the production workshop class 100,000 air purifying ventilation system.
Participate in the agricultural fair of Zhejiang Provincial Department of agriculture Deputy Director Feng Yihe also said that sanlu real hope that Zhejiang assumed responsibility of revitalizing the national brand, brand agriculture, agricultural products brand, brand building and agriculture further down the scale, standardization, industrialization development road farther, eat safe food to consumers.
Zhejiang sanlu installation is already in progress in the market, their hope is based in Zhejiang, from North Canton and other cities into the national market. "We have to make it become the first brand of organic food in China. ”
At the same time, they also say "the only problem may be that behind the consumer confusion. ”
"Sanlu" brand tailored mystery buyer for four years of silence just to return to rivers and Lakes
On May 12, 2009, the original part of Shijiazhuang sanlu group bankrupt property in Hebei province Shijiazhuang intermediate people's Court trial court auction. The most-watched "sanlu" brand sold packaged and associated protective trade mark as a whole, the starting price of 7 million Yuan, 36th and 56th, two buyers to participate in the auction, every fare increase of 100,000 yuan, following the three bids, 56th, female buyers end up with $ 7.3 million worth of price competition.
"Three deer" trademark set of well-known trademarks, products, China famous brand, and many other honors in one, in the heyday of the sanlu group, domestic institutions to assess their brand value reached 15 billion yuan. However, the sanlu brand infant milk powder with melamine after the incidents, insiders generally agreed that the intangible value of its own zero, very little possibility of other dairy companies to bid.
Media said the identities of the buyers and take a trade mark use is quite curious, but took the "sanlu" brand of bidders that "do not want too much media attention" sign left in a hurry after confirmation is complete. Bidders also revealed that mysterious buyers in their natural capacity, in applied to join an auction for auction, is a businessman from the South.
Now the mystery buyer behind coming out, he is a Zhejiang deer industry limited company General Manager Jiang Xinhua. Refer to why bidding on the verge of dying, "sanlu" brand cause, Jiang Xinhua said "three deer" was once the domestic market share of the largest enterprises of the dairy industry, is the melamine incident most severely damaged brand, but they could not bear to see a national brand for more than 50 years of operation from the stage of history.
Industry analysts believe that the "sanlu" brand still has a larger market value, is the current number of trademarks in China is very much in order to avoid duplication, such as "three deer" that there are only two words of trademark an already scarce resource; the second is the "sanlu" market visibility is still on. But any "sanlu" brand also has risks involved, the key is to look at brand combined with capital operation effect.
Analysts also were packaged together bought "sanlu" brand and associated protective trade marks (including Declaration of trademarks in the process) of about 370, for consumers, most trademark little relevance and sanlu, a trademark transfer currently ranging from tens of thousands of, as many millions, so the transfer market there may be margins of these trademarks.
"Sanlu" still exist whether the consumers will pay to relaunch the controversial
Though sanlu brand relaunch news networks say "chopper chopping people, ginsu knives and has nothing to do, and a man with a machete man". But such rational and tolerant attitudes are reflected in willingness to buy goods? Internet has just three-way acquisition of sanlu milk powder was investigated, showing more than 53.7% say good three-way takeover, but 41.5% said they would not purchase three owned sanlu milk powder. The survey showed, despite the think brand of innocence, but in many chose him is another matter.
Chinese Dragon Zhang Fasong marketing planning, says that sanlu's brand still has a lot of valuable space. Because of sanlu brand positioning with the low-end rural markets, and therefore did not come to the end. The key is, how to use the famous brand of the food company had re-established confidence in the market and brand reputation.
Zhang Fasong believes that listed three deer back to the food industry is the most appropriate, because this is where the sanlu brand values accumulated over the years, if industries, such as home appliances, building materials, its brand and the formation of a new brand in the industry is, there is no competitive advantage.
Best fuda era intellectual Wang Hao, General Manager of the company believes that through a trademark allows consumers remembering all the products of the enterprise, a well-known trademark on expanding into other products, can quickly gain. This single, infinite expansion to enterprises with well-known trademarks, trademark, is really a shortcut to getting rich quick, but it is also risky.
Wang Hao believes that sanlu company in Zhejiang, from 2009 to 2013 and no movement is relatively unusual in the industry. Because in most cases is a first, a food industry company, to buy a well-known brand to take names, trademark Zhejiang sanlu was photographed, and then register the company, specially developed to market. Judging from available information, Zhejiang sanlu trademark and the trademark design almost unchanged, and font colors are the same, this is relatively unusual because sanlu's poor reputation has become synonymous with toxic and harmful food, consumers might assume that are related with Shijiazhuang, Hebei province. However it is explained, consumers won't buy it.
Experts suggest that commitment to quality low profile listing address consumer concerns
Zhang Fasong suggested that sanlu, Zhejiang should keep a low profile early in the development of advocacy strategies, and preferably a quiet period of about one year. Concentrating on high quality products without making massive publicity, to avoid causing offence to radical groups, develop a new customer base and brand reputation again. Stable product quality, awareness of negative news in the past are forgotten about when to stand up for propaganda purposes.
Wang Hao said that product quality is not, also the public relations capacity. Advocacy on Zhejiang sanlu will now focus on quality management, this is "where to fall straight back" mentality, so will try to prove that quality management is no problem. But a product quality issues, and let consumers like you again, many choices you are two different things.
"The official debut was more important. Chinese consumers to be forgetful, more accommodating, Zhejiang three deer is not a chance there. "Wang Hao recommends that, in order to dispel consumer anxiety, Zhejiang sanlu also need marketing and PR activities, distance and consumers closer together. Nongfu spring water sources and water quality have been questioned, when standards are questioned, let consumers visit the headwaters of the draw, the line for everyone to see it. During the events of fast-growing chicken, KFC has organized a consumer visiting a chicken farm.
Brand experts also believe that the risks are everywhere, business branding, risk management should be strengthened in order to avoid full retreat of sanlu's festering all over, has a famous trademark enterprise should set up more rigorous risk management systems, prevent the occurrence of tragedies sanlu-brand. (End text)
新华网浙江频道12月10日专电(记者屈凌燕)因三聚氰胺事件，河北石家庄乳企三鹿品牌被拍卖，但神秘买家并未示人，静默4年后，三鹿又以有机粗粮的身份重出江湖。日前，浙江三鹿实业有限公司透露，当年竞拍购得“三鹿”商标，经过几年的研发筹备，主打有机粗粮系列已经上市。分析师认为，企业此举可以借三鹿品牌知名度，并努力用高端产品区分市场，但是要打消市场疑虑仍存几大难点。
三鹿重回食品行业 有机粗粮成“探路石”
在近期举办的浙江省农博会上，有家销售有机粗粮的摊位引发参会者的极大关注，在展台前，巨大的“三鹿”标志夺人眼球，“是原来那个卖奶粉的三鹿么？”在介绍产品的同时，销售人员更多的工作是向消费者解释他们和原来那家臭名照顾的“三鹿”有何关系。
“其实我们是借三鹿的商标，产品和管理完全不同。”浙江三鹿实业有限公司市场部经理杨向东解释，2009年他们公司总经理竞拍下“三鹿”商标，经过几年的研发筹备，开发出了有机粗粮面、粗粮米系列。目前已经进入世纪联华等商场，和欧尚、沃尔玛等商超的合作也在进行中。
为了和原有三鹿的市场定位区别开，浙江三鹿开发的有机粗粮定位中高端，目前已持有了中国有机认证、美国有机认证、欧盟有机认证和日本有机认证等。
“有机食品本来就是食品领域里的高端产品，我们希望能借机让三鹿重新崛起。”杨向东告诉记者，为此公司做了4年精心筹备。
记者了解到，除了在产品市场定位上，三鹿在人员培训，管理、研发上都做了充分准备，严格执行食品安全可追溯体系，把管理链延伸到有机种植基地，将原材料检验样本数量提高到国家标准的3倍进行检验。除了组建高级技术人员团队，还联合江南大学成立研发中心，引进国内顶尖自动化生产流水线，在生产区域全部按GMP要求设计施工，生产车间采用十万级空气净化通风系统。
而参加农博会的浙江省农业厅副厅长冯一鹤也表示，希望浙江三鹿真正担起振兴民族品牌的重责，在品牌农业、农产品品牌化、农业品牌的打造和规模化、标准化、产业化发展道路上越走越远，让消费者吃到放心的食品。
浙江三鹿的市场铺设已经在进行中，他们的希望是立足浙江，再从北上广等一线城市着手，进入全国市场。“我们要把它打造成为中国有机食品第一品牌。”
同时，他们也表示“唯一吃不准的问题可能是消费者存在的疑惑。”
“三鹿”商标神秘买家静默四年只为量身定做重返江湖
2009年5月12日，原石家庄三鹿集团股份有限公司的部分破产财产在河北省石家庄市中级人民法院审判庭拍卖。最受关注的“三鹿”牌及相关保护性商标以整体打包的方式售出，起拍价为700万元，36号和56号两名买家参与了竞拍，每次加价10万元，在进行了三次竞价后，最终被56号女性买家以730万元的价格竞得。
“三鹿”商标曾集驰名商标、免检产品、中国名牌等众多荣誉于一身，在三鹿集团鼎盛时期，国内某机构曾评估其品牌价值达到150亿元。然而，三鹿牌婴幼儿奶粉三聚氰胺事件发生后，业内人士普遍认为，其本身的无形价值基本归零，其他乳品企业竞买的可能性也很小。
媒体对这名买家的身份和商标拍得后的用途相当好奇，但是拍下“三鹿”品牌的竞标者表示“不希望媒体过多关注”，签署完成交确认书后即匆匆离场。而拍卖方也只透露神秘买家当初以自然人身份在拍卖公司报名参与竞拍，是来自南方的一名商人。
如今背后的神秘买家现身，他就是浙江三鹿实业有限公司总经理江新华。提及当初为何竞拍濒临垂危“三鹿”品牌的缘由，江新华表示，“三鹿”曾经是国内市场占有率最大的乳业企业，也是三聚氰胺事件中受损最严重的品牌，但是他们不忍看到一个经营了50多年的民族品牌就此退出历史舞台。
业内人士分析认为，“三鹿”商标仍具较大市场价值，一是当前中国商标数量非常多，为避免重复，像“三鹿”这种仅有两字的商标已属稀缺资源；二是“三鹿”市场知名度仍在。不过竞买“三鹿”商标也存在一定风险，关键还是要看品牌与资本相结合进行的具体运作效果。
也有分析人士认为，当初打包一并买走的 “三鹿”牌及相关保护性商标一批(包括申报过程中的商标)约370件，对消费者来说，大多数商标和三鹿关联性不大，目前一件商标转让少则几万，多则上百万，因此这些商标的转让市场也许存在不少盈利空间。
“三鹿”重新上市风险犹存 消费者会否埋单存争议
尽管对于三鹿商标重新上市的消息，网络上多表示“菜刀砍人，和菜刀无关，和拿刀砍人的人有关”。但是这种理性和宽容的态度在购买商品意愿上是否能体现？网上曾经就三元收购三鹿奶粉做过调查，显示53.7%以上的人表示看好三元收购，但与此同时41.5%的人表示不会购买三元旗下三鹿奶粉。这一调查显示，尽管认为品牌无罪，但是在众多商品中选择他是另一回事。
六合神龙行销策划总经理张发松认为，三鹿品牌还有很大的价值空间。由于三鹿此前的品牌定位以中低端的农村市场为主，因此并没有走到穷途末路。关键在于，如何利用该食品企业曾经的著名商标重新建立起市场的信任与品牌名誉。
张发松认为三鹿重新以食品行业上市是最合适的，因为这才是三鹿品牌多年来积累的价值所在，如果换行业，比如家电、建材，其在业内形成的品牌效应将和一个新品牌无异，没有竞争优势。
百世福达时代知识产权公司总经理王浩则认为，通过一个商标就可以让消费者记住企业的所有产品，把一个有知名度的商标拓展到其他产品上，可以快速谋利。这种单一商标无限拓展对拥有知名商标的企业来讲，确实是一个快速致富的捷径，但同时也是高风险的。
王浩认为，浙江三鹿公司从2009年到2013年期间都没有动作，在行业内是比较反常的。因为大多数情况下是一个先有一个食品行业企业，再购买一个知名商标来借名，而浙江三鹿是先拍下商标，然后注册公司，再专门研发产品上市的。而且从现有资料来看，浙江三鹿使用商标的时候和原来的商标设计几乎没有变动，字体颜色都一样，这也是比较反常的，因为三鹿美誉度差，已经成为有毒有害食品代名词，消费者也可能会以为和河北石家庄有关系。不管如何解释，消费者都不会轻易买账。
专家建议重视质量低调上市打消消费者疑虑
张发松建议，浙江三鹿在发展初期应该保持低调的宣传策略，最好有一年左右的静默期。只专心做高质量的产品，不要进行大规模的宣传，避免引起激进人群反感，重新培育新的客户基础和品牌名誉。等产品质量稳定了，人们对以往的负面新闻也遗忘得差不多时再站出来进行宣传。
王浩表示，不光是看产品质量，还要看公关能力。浙江三鹿现在注重质量管理方面的宣传，这是“哪里跌倒哪里爬起来”的心理，所以会想方设法证明质量管理没有问题。但是一个产品质量没有问题和重新让消费者喜爱你，在众多商品中选择你是两码事。
“正式亮相是比较重要的。中国消费者忘性大，也比较宽容，所以浙江三鹿不是一点机会没有。”王浩建议，为了打消消费者的顾虑，浙江三鹿还需要市场公关活动，拉近和消费者的距离。比如农夫山泉的水源地和水质被质疑，标准被质疑的时候，就用抽奖方式让消费者参观水源地，生产线，让大家眼见为实。速生鸡事件期间，肯德基也曾组织消费者参观养鸡场。
品牌专家还认为，风险无处不在，企业管理应当加强商标风险管理，以避免三鹿式一点溃烂全身的全面败退，拥有知名商标的企业应当设置更为严格的风险管理制度，防止三鹿式商标悲剧的发生。(完)
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