Well-known online celebrity chain milk tea brand Lujiaoxiang spends 100 million to fight counterfeit 7000 fake milk tea shops!

There was a time when the whole street was full of milk tea shops. This handsome urban man is holding CoCo in his hand. After walking two steps, he sees that another urban beauty is also holding CoCo. However, take a closer look at the packaging and found that the two cups of CoCo are not the same, the original emergence of "undercover". There are obviously only more than 100 genuine stores of some brands, but there are more than 7000 fake ones, so that many workers who come for a cup in the afternoon are caught off guard.

I believe that many friends have had such an experience, it seems that it is the same brand, but the taste is completely different. And some workers with lofty ideals will even open a shop because of a cup of good milk tea and then search the Internet for relevant brands. As the taste is not as good as the authentic product, consumers will of course choose not to go back to spend. As a franchisee, customers who have lost their consumption do not want to give up halfway, so they can only support it painstakingly, but in the end they lose hundreds of thousands, or even more than NT $1 million.

Many of these deceived franchisees searched through the Internet and believed false information, which led to such a situation. Many entries will be found by searching for "brand name + franchise". If the intended franchisee does not carefully identify the information inside, he or she will most likely be deceived.

For example, if you search for "Happy Tea to join", there will be such an entry on the home page, which even has the words "Xicha HEYTEA official website" and the URL also has "hey-tea".

Click in but found that the website has changed, but the overall and authentic like tea is highly similar, the text below also mentioned "like tea HEYTEA". However, people tend to ignore some details. If you look at the name on the picture carefully, you can see that the drink cup is printed with "HEEKCAA". This is obviously not the name of authentic Xi Cha.

Yesterday, CCTV Finance reported related trademark infringement cases. A woman wanted to join a milk tea brand, but did not identify it as a "shanzhai" franchisee. After opening a shop, she lost consumers because of different tastes and had to work hard. On the other hand, the quality of the equipment provided by the "shanzhai" franchisee is very poor, such as water leakage, damage and so on.

More than a year after the opening of the milk tea shop, with the arrival of a phone call from the genuine franchisee, he found that he had joined the "shanzhai" brand. By that time, it had already lost more than one million yuan. After the lady came into contact with the regular brand, she replaced the raw materials, equipment and so on. Subsequently, the store operation also turned from loss to profit.

Deer Jiao Xiang, a milk tea brand mentioned in the report, opened its first store on Chinese mainland in early 2017 and did not apply for trademark registration until September. During this period, the opening speed of shanzhai stores was much faster than that of authentic stores, and there were more than 7000 "shanzhai" stores in 114 stores. After obtaining the trademark, the brand began an anti-counterfeiting campaign, which costs about 100 million yuan due to the large number of "shanzhai" stores.

Some netizens were shocked by this kind of incident and did not expect that the milk tea they usually drank was fake. Some netizens said that they had already seen that it was a fake.

This kind of infringement incidents occur from time to time. In fact, the well-known Xicha was called Huangcha at first, but later, because of the proliferation of "shanzhai", it was forced to change its name to today's "Xicha".

What consumers want is a cup of delicious milk tea, even if it is not a famous brand. However, the taste of "shanzhai" is daunting, and in the end, it is the authentic brand that is hurt. Nowadays, spending 100 million yuan to fight counterfeiting has attracted the attention of many netizens. Perhaps in the future, the cup of delicious life water for beating workers will be guaranteed.

Photo Source: Internet

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