Which store is the best for Northeast Fragrant Rice? How about rice fields in October?

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Source | Intellectual Property Industry Observation

China’s rice history ushered in another historic moment: Yuan Longping’s team hybrid rice double Quarterly yield per mu exceeds 1,500 kilograms! Under the multiple impacts of this year's epidemic and disasters, such production test results are hard-won. Immediately after the results of the production test were announced, the incident immediately topped the Baidu Trending List.

In the last century, Yuan Longping’s team studied hybrid rice to solve the problem of food and clothing. Now everyone’s conditions are better. Under the consumption trend of consumption upgrade and brand upgrade, people’s rice consumption has new demands: Delicious, healthy, brand.

China’s traditional grain and oil companies have developed many giant companies with diversified products, leading technologies, and related industrial chain layouts. Such as COFCO, Arowana, Beidahuang, Sinograin, etc.

The rice brands of these large groups are familiar to the public, and their rice is often bought with a more general consumer mentality such as "big brands, safe to eat, and good quality". The rice of these big brands is more of a "functional product" to help everyone solve the "eating" problem.

Driven by the empowerment of the Internet and the awareness of the brand development of agricultural products, some new rice brands that focus on rice quality, have high service awareness, good consumer experience, and focus on segmented consumer needs have also formed a trend of development. , such as October Rice Field, Wudao, Jiangnan Ancient Rice, Longmi, etc. These new brands are more of a "value product" and help everyone solve consumer needs such as "eating well".

October Rice Field: All-category trademarks protect brand development

October Rice Field focuses on the production of China’s famous geographical indication trademark “Wuchang Rice”, building an integrated planting, production and sales With the development model of the whole industry chain, since entering JD.com in 2010, October Rice Field has now covered almost all online retail and new retail channels, firmly occupying the top three positions.

October Rice Field’s official website introduces the group as “building a high-value, high-influence agricultural product enterprise.” Looking back at the rapid development history of October Rice Field, every step is imprinted with intellectual property rights.

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Since applying for the "October Rice Field" trademark for 30 categories of convenience foods in 2011, now the two operating entities of the October Rice Field Group are Wuchang Caiqiao Rice Industry Co., Ltd. and Shenyang Xinchang Grain Trading Co., Ltd. has applied for registration of 50 and 48 "October Rice Field" trademarks respectively, and has completed the trademark layout for all 45 categories. It shows how much the founder attaches great importance to the protection of the company's core brand.

As early as 2011, its high-end product "Best in Cold Land" series applied for registration of 30 categories of convenience foods. October Rice Field has passed green food certification, organic products (OGA), and quality management system certification (ISO9000) to empower the brand and create products such as Coldland Wuchang Organic Rice and Coldland Wuchang Rice Flower Fragrance. The maximum price of this series of 5KG packaging is 198, which is 109 yuan higher than the maximum price of its ordinary 5KG Wuchang rice.

Currently, Wuchang Caiqiao Rice Industry Co., Ltd. has registered 387 trademarks, covering dozens of categories including 30 categories of convenience foods, 35 categories of advertising sales, and 31 categories of feed varieties. Among them, 30 categories of convenience food trademarks have the largest number of registrations, exceeding more than half of the total number. This category of goods and services includes "rice, flour, whole grains" and is the key trademark category for this type of enterprise.

Through the above trademark layout, the company has achieved trademark protection for its multiple series of brands such as Wuchang fragrant rice and whole grains. In addition, October Paddy Company has also applied for multiple packaging bag design patents, such as rice flower fragrance, grain fragrance, long grain fragrance, etc. Rice products are highly homogenized, and applying for appearance patents will help enhance product competitiveness.

WuWuDao: A patent helped it become a hit product

Wuchang Rice is the same brand as Wuchang Rice, but WuWuDao focuses on freshly ground and sold rice, positioning its product to allow consumers to eat fresh rice. Its user group focuses on mothers. They really want their children to eat well, but children often don't like to eat and prefer snacks. Therefore, the brand slogan of Wudao is "Let children eat one more bowl of rice."

E-commerce channels With precise product positioning, BubuDao became popular very quickly. The product was launched for the first time at 10 o'clock on October 10, 2016, and 120,000 kilograms of rice were sold in 6 hours. At 15:30 in the afternoon, it won the first place in the crowdfunding rice category on JD.com and Taobao.

Wudaodao also received high praise for a packaging design. In order to improve user consumption experience, Wudaodao found Yishide Logistics Technology Co., Ltd., which has an exclusive patent. The one-tear zipper carton has the feature of “tearing open in 3 seconds without tape”, allowing users to have the simplest unboxing experience.

Yishide applied for a utility model patent for an aircraft box-type packaging box in 2013. The packaging box has a lock and a tear-off strip, and is sealed with a tape to ensure a firm packaging. Unpacking can be achieved by pulling the tear strip by hand, which greatly simplifies the sealing and unpacking operations and improves the efficiency of logistics packaging.

Since then, the company has upgraded the patented technology many times and researched and developed a series of innovative new logistics and packaging technologies. In 2020, Yishide announced antibacterial and antiviral packaging at the "Last Mile Summit".

With its innovative technology and design, Yishideng won the 2019 "World Star" International Design Award and the "Best Creative Award" in the ISTA China Transportation Packaging Design Competition.

Based on the characteristics of Wuwudao's rice products, Yitiaode also innovatively designed the packaging and made a hidden handle design, which does not affect logistics and transportation, but is also user-friendly.

Although Wudao has been using Yizhide products since its inception, they have also made comparisons - a worker of traditional rice brands can pack 2 tons of products a day, while they can pack 5 tons of products. -6 tons, the efficiency is increased by three times.

With a good technology and a good product, it is not surprising that Tao Dao will break out of the industry.

Longmijia: the first to use can packaging

Longmijia also makes Wuchang rice. It is the first in the industry to use tinplate can packaging and uses nitrogen lock-in technology to retain the new rice of the season. Umami.

According to its official flagship store, the new rice harvested by Longmijia will be stored fresh in the shell through cold chain technology to ensure 90^ of rice activity. After express delivery, the shells are removed through smart equipment and immediately canned and sealed.

It can be seen that "freshness" is a point that Longmijia particularly emphasizes.

The cans used by Longmijia to "lock freshness" have an exclusive design patent, which was applied for from 2015 to 2016. The patent emphasizes the combination of the appearance pattern and shape of the can body.

Applying for a patent for its own original cans highlights the brand's emphasis on product details, avoids the risk of homogeneous competition, increases consumers' goodwill towards the brand, and is conducive to product market development.

Longmijia’s canned rice also has a set of scientific matching formulas: one can of rice, one can of water, one family, one meal. This is also one of the unique features of Longmijia.

Observing the trademark information of Longmijia, we can see that there are currently 247 trademark applications and 46 registered trademarks. The company's trademark applications have increased significantly in 2020, with 181 trademark registration applications, of which 127 trademarks have been announced for preliminary review and the remaining 54 are under application.

Judging from the details of new trademark applications in 2020, there are many defensive trademark registrations around "Longmi", "Longmijia" and "Longjiami". "Intellectual Property Industry Observation" speculates that it should It was a layout made to prevent trademark infringement after the brand became famous.

“Kege” is also the focus of new trademark registrations in 2020, covering multiple categories such as Class 29 and Class 30. There are also trademark registration applications for KEGE.COM in multiple categories. With Zhou Xiang’s trademark registration, will Longmijia create the next hot new product?

The slogan "One can of rice, one can of water, one meal for the whole family" has also been trademarked. What attracts more attention is that Longmijia has registered the trademark "LONGMIJIACALIFORNIA ROSE" in the 33rd category of wine. The name is very interesting. Will it be an alcoholic product?

Longmijia has a complete online sales channel layout, with flagship stores on Tmall and JD.com. WeChat official accounts and mini programs have shopping malls.

We also cooperate with multiple live broadcast KOLs and celebrities, such as Luo Yonghao, Wu Xiaobo, Lin Yilun, Li Xiang, etc. According to its official information, Longmijia has been recommended by 30 popular celebrities through live broadcasts, and its live broadcast sales exceeded 3 million cans.

Longmijia has also reached long-term cooperation with Taier, Hahakka, Hilton Hotels, etc.; it has cooperated with Shaolin Temple, Tencent Games, China Merchants Bank and other large enterprises to customize co-branded products.

Through live broadcasts of KOL and celebrity live broadcasts to bring goods, and reaching cooperation with well-known enterprises to endorse the brand, it has become one of the cores of brand differentiation competition.

Jiangtian Gudao: One Douyin, one brand

This rice brand is even more "unique". With a mobile phone, a Douyin account, and filming the daily life of yourself and your family, you have created a new rice brand. Jiangtian Ancient Rice has nearly 3 million fans and more than 73 million likes. By the way, Heilongjiang rice is sold across the country.

Compared with October Rice Field and Wudangdao, Jiangtian Ancient Rice's model is "simple and crude". In the era of short video star-making, Jiangtian Ancient Rice's performance is not outstanding, but "individuals are IP. The "store owner is the brand" model seems to herald a new business model for small and medium-sized enterprises: use good content to find good business.

In the 2019 "I Want to Be Better - Sharing Plans with His Friends on Douyin" held by Douyin, Zhang Tiezheng, the author of Jiangtian Gudao Douyin Account, shared it. He said, "I want to do it. Unadulterated rice from the origin, carefully pushing the best rice from our hometown, and no longer being led by the middlemen..."

The daily life of the "Jiangtian Ancient Rice" family is like the Northeastern version of "I Love My Family". This is the basis of the content and the source of Jiangtian Ancient Rice's IP. Users have become fans after reading the content. Through continuous content output, users have strengthened the impression that Zhang Tiezheng's family is "interesting", while Zhang Tiezheng has invisibly exported the image of an "honest person" and "unadulterated" rice merchant. Subsequently, the Douyin account gathered fans from all over the country and became the sales outlet for Zhang Tiezheng's rice.

The success of Jiangtian Gudao should make us more clearly aware of the value of personal IP in the short video era. A successful IP is a valuable brand. This model is not only suitable for individuals, but also for enterprises.

Conclusion

Many merchants sell Wuchang rice, but one Wuchang rice has brought out four different brands: October Rice Field, Wudaodao, Longmijia, and Jiangtian Ancient Rice. (Of course there are more other brands). Through different positioning and operations, the four brands have burst out huge commercial value.

The development of the four brands cannot be separated from the protection of intellectual property rights: trademarks prevent infringement, patents enhance product consumption experience, new product trademarks are laid out in advance, and the establishment of personal IP becomes an outlet for traffic monetization. Intellectual property rights are becoming more and more important in the construction and development of corporate and personal brands, and brands are a collection of trademarks, patents, names, etc., which are an integration of multiple intellectual property rights.

Therefore, for any industry and any enterprise, intellectual property and brand building are "compulsory courses" for enterprise development. The two complement each other and are indispensable.