How much will it cost for coco milk tea to join? 21 fake coco milk tea shops in Shanghai have been investigated and punished.

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

CoCo Duke Milk Tea is a tea brand founded by Yiding International Co., Ltd on April 28th, 2010. In recent years, the brand has stepped out of the overseas market. As early as 2011, CoCo Duke Milk Tea opened a shop in New York, allowing Chinese thousands of miles away from home to taste the taste of their hometown and solve their worries. It is said that the status of CoCo Duke Milk Tea overseas is the same as that of Starbucks in China. The overseas price of CoCo Duke milk tea is more than twice that of its domestic price. A few years ago, CoCo milk tea was listed on the New York Stock Exchange in Hong Kong.

In recent years, with the increasing demand for milk tea market, the milk tea industry is also expanding, post-90s and post-00s have become the main consumer force in this market. The demand has increased, and so have the imitators. There is no lack of milk tea industry giant "CoCo can" copy.

In early 2021, consumers bought fake "CoCo Duke" milk tea products on a takeout platform and complained to the Shanghai Putuo District Market Regulatory Bureau. In April 2021, Shanghai Putuo District Market Supervision Bureau investigated and dealt with 21 fake CoCo milk tea stores, of which 19 operators obtained the right to use the trademark of "CoCo&Lucky" by joining. The 21 fake CoCo milk tea shops were exposed, with a turnover of more than 1.78 million yuan in less than half a year.

However, in the actual investigation, it is found that these 19 business entities do not standardize the use of the trademark "CoCo&Lucky", and the word "CoCo" is highlighted by the store, as well as on milk teacups and straws, which makes consumers mistakenly think that there is a certain connection between their products and "CoCo", in violation of Article 57, paragraph 2, of the Trademark Law of the Republic of China.

In this investigation and punishment operation, law enforcement officers seized and destroyed more than 90,000 infringing milk tea cups, 79 volumes of sealing film, more than 50,000 straws and more than 60,000 handbags. In accordance with the provisions of paragraph 2 of Article 60 of the Trademark Law of the people's Republic of China, the parties involved in these 21 fake milk tea shops were fined a total of 1.0647 million yuan.

In February this year, a reporter reported that fake milk tea "CoCo&Lucky" had opened more than a dozen stores in Shanghai, and used the operation mode of reducing costs and high marketing investment to create popular stores with monthly sales of more than 3000 pieces on the takeout platform, disrupting the market.

"CoCo&Lucky" brand managers have also said that 11 yuan for a cup of milk tea, 8.50 yuan to the delivery platform will not lose money, their cost of each cup of milk tea is only 3 yuan to 4 yuan. Not afraid of being accused of shanzhai, also not afraid of physical stores without business, as long as the cost is low enough, there is a way to use marketing means to seize the online market.

The incident also went viral on Sina Weibo and attracted heated discussion among many netizens.

If the cake of an industry is bigger, it will inevitably attract more people to want to share the cake. After all, the tea market is getting bigger and bigger, and there are more and more copycat brands who want to gain popularity. For ordinary consumers, it is difficult to tell at a glance, and they just want to drink a cup of milk tea. So you got hit?

For more boutique coffee beans, please add private Qianjie coffee on Wechat. WeChat account: kaixinguoguo0925