Which is better for northeast fragrant rice? What about the rice fields in October?

Source | Intellectual Property Industry Watch

The history of rice in China ushered in another historic moment: the double-season yield per mu of hybrid rice by Yuan Longping team broke through1.500kg! Under the multiple influences of this year's epidemic and disasters, such output calculation results are hard to come by. Just after the production measurement results were announced, the event ranked first in Baidu Billboard for the first time.

In the last century, Yuan Longping's team studied hybrid rice to solve the problem of food and clothing. Now everyone is in good condition. Under the consumption trend of consumption upgrading and brand upgrading, people's rice consumption has new demands: delicious, healthy and brand.

China's traditional grain and oil enterprises have developed many giant enterprises with diversified products and advanced technology, all of which have related industrial chain layouts. Such as COFCO, Arowana, Great Northern Wilderness and Grain Storage.

The rice brands of these big groups are well known to the public, and the rice they buy is often bought with the general consumption psychology of "big brand, safe food and good quality". These big brands of rice are more "functional products" to help everyone solve the problem of "eating".

Driven by the empowerment of the Internet and the prominent awareness of brand development of agricultural products, some new rice brands that pay attention to rice quality, high service awareness, good consumption experience and subdivision of consumer demand have also formed a development trend, such as October paddy field, Wusi rice, Jiangnan ancient rice and Longmi. These new brands are more represented as "value products", helping everyone to solve consumer needs such as "eat well".

Paddy field in October: development of various trademark escort brands

10, paddy field focused on the production of the famous geographical indication trademark "Wuchang Rice" in China, and built a development model of the whole industrial chain integrating planting, production and sales. Since 20 10 settled in JD.COM, paddy field in October has covered almost all online retail and new retail channels, ranking firmly in the top three.

Paddy field 10 official website introduced the Group as "building a high-value and influential agricultural product enterprise". Looking back at the rapid development history of paddy fields in October, every step is branded with intellectual property rights.

Since 20 1 1, 30 kinds of instant food "October paddy field" trademarks have been applied. At present, wuchang city Caiqiao Rice Industry Co., Ltd. and Shenyang Xinchang Grain Trading Co., Ltd., two business entities under the October Paddy Field Group, have applied for the registration of 50 and 48 "October Paddy Field" trademarks respectively, and have completed the layout of 45 types of trademarks. It is enough to see that the founder attaches importance to the protection of the core brand of the enterprise.

Its high-end product "the best in cold regions" series also applied for the registration of 30 kinds of convenience foods as early as 20 1 1. 10, paddy field was empowered by green food certification, organic products (OGA) and quality management system certification (ISO9000), and products such as Wuchang organic rice and Wuchang daoxiang in cold regions were created. The highest price of this series of 5KG packaging is 198, which is higher than the highest price of ordinary 5KG Wuchang rice by 109 yuan.

At present, wuchang city Caiqiao Rice Industry Co., Ltd. has registered 387 trademarks, covering 30 kinds of convenience foods, 35 kinds of advertising sales, 3/kloc-0 kinds of feed seeds and so on. Among them, 30 kinds of convenience food trademarks registered the most, more than half of the total. This category of goods and services includes "rice, flour and whole grains", which is the key trademark category of such enterprises.

Through the above trademark layout, the company realized the trademark protection of its Wuchang fragrant rice, whole grains and other series brands. In addition, in 10, paddy field company also applied for a number of design patents for packaging bags, such as rice fragrance, grain fragrance and long grain fragrance. The homogenization of rice products is serious, and applying for appearance patent is conducive to improving the competitiveness of products.

I didn't expect rice: a patent helped the explosion.

As Wuchang rice, I didn't expect that rice is mainly sold after grinding, so that consumers can eat fresh rice. Its users focus on mothers, who really want their children to eat well, but children often don't like to eat, preferring to eat snacks. So I didn't expect the slogan of the rice brand to be "Let the children eat a bowl of rice".

E-commerce channel+accurate product positioning, I didn't expect rice to be "red" soon. 10 month, 16, 10, 10 products were launched for the first time, and 12000 kg of rice was sold in 6 hours. At 15: 30 pm, JD.COM and Taobao won the first prize of crowdfunding rice.

I didn't expect rice to be well received for a packaging design. In order to improve the user's consumption experience, I didn't expect to find a tear logistics technology co., ltd. with exclusive patents. A torn zipper carton has the characteristics of "no tape, 3 seconds to tear", allowing users to get the simplest unpacking experience.

1. 20 13 applied for a patent for utility model of airplane box packaging box. The packing box has a lock and a tear strip, and it is sealed with adhesive tape, so the packing is firm. Unpacking can be realized by pulling and tearing the brace by hand, which greatly simplifies the operation of sealing and unpacking and improves the efficiency of logistics packaging.

Since then, the company has upgraded its patented technology many times and developed a series of innovative new logistics and packaging technologies. In 2020, Yitai announced the anti-bacterial and anti-virus packaging at the "Last Mile Summit".

With innovative technology and design, it won the "World Star" international design award in 20 19 and the "Best Creative Award" in ISTA China Transport Packaging Design Competition.

According to the characteristics of rice products, the packaging has also been innovatively designed, and the hidden handle design has been made, which will not affect the logistics and transportation, but also be convenient for users to use.

Although I didn't expect that rice has been using shredded products since its birth, they also made a comparison-a worker of the traditional rice brand can package 2 tons of products a day, while they can reach 5-6 tons, which fully improves the efficiency by three times.

Good technology with good products. It's not surprising that the rice is out of the circle.

Longmijia: Take the lead in making cans for packaging.

Longmijia also makes Wuchang rice, which is the first tinplate packaging in the industry, and uses nitrogen to lock fresh technology to retain the fresh taste of new rice in the season.

According to its official flagship store, the new season rice harvested by Longmijia will be stored in shells by cold chain technology to ensure 90% activity of rice. After the express delivery, it will be shelled by smart equipment and immediately canned and sealed.

It can be seen that "freshness" is particularly emphasized by the Mi Long family.

Mi Long has an exclusive design patent for "fresh-locked" cans, which was applied on 20 15 -20 16. The patent emphasizes the combination of tank appearance pattern and shape.

Applying for a patent for one's original can highlights the brand's attention to product details, which can avoid homogenization competition, increase consumers' goodwill towards the brand, and is conducive to product market development.

Longmi's canned rice also has a set of scientific collocation formulas: a can of rice, a can of water, a family and a meal. This is also one of the remarkable characteristics of the Mi Long family.

Observing the trademark information of Longmijia, we can see that there are currently 247 trademark applications and 46 registered trademarks. In 2020, the company registered 65,438+0,865,438+0, of which 65,438+0,27 trademarks have been announced for preliminary examination, and the remaining 54 are under application.

From the details of the new trademark application in 2020, there are many defensive trademarks registered around "Mi Long", "Longmijia" and "Longmijia". According to the observation of the intellectual property industry, it should be the layout made to prevent trademark infringement after the brand awareness is started.

"Kege" is also the focus of new trademark registration in 2020, covering 29 categories and 30 categories, as well as Kege. COM to apply for various types of trademark registration. In this way, the glory of trademark registration, Longmijia to create the next explosion of new products?

The slogan "One mouthful rice, one can of rice and one can of water" has also been registered as a trademark. It is interesting to note that Longmijia registered the trademark of "Longmijia Zhou Rose Longmijia California Rose" in 33 kinds of liquor. Interesting name. Could it be an alcoholic product?

Longmijia's online sales channels are well-laid, with flagship stores in Tmall and JD.COM. Wechat official accounts and small programs have shopping malls. We also cooperated with many live KOL and stars to promote it, such as Luo Yonghao, Wu Xiaobo, Lin Yilun and Li Xiang. According to its official information, Longmijia was recommended by 30 popular stars, and the live broadcast sales exceeded 3 million cans.

Longmi family has also reached long-term cooperation with Thiel, Haohaka and Hilton Hotel. Cooperate with large enterprises such as Shaolin Temple, tencent games and China Merchants Bank to customize joint-name products.

Through live KOL and star live broadcast, it has become one of the cores of brand differentiation competition to reach cooperation with well-known enterprises to endorse brands.

Jiangtian ancient road: a Tik Tok, a brand.

This rice brand is even more "maverick". A mobile phone, a Tik Tok account, filmed the daily life of myself and my family, and made a new rice brand. Jiangtian Gufan has nearly 3 million fans and won over 73 million praises. By the way, they have sold Heilongjiang rice all over the country.

Compared with Paddy Field in October and Don't Think about Rice, the pattern of Jiangtian Ancient Road is "simple and rude". In the era of short video star-making, the achievements of Jiangtian Ancient Road are not bright, but the model of "individual is IP, shopkeeper is brand" seems to indicate a new business model for SMEs: finding good business with good content.

Zhang, the author of "Jiangtian Ancient Road", shared the "I want to be better-friends sharing plan between Tik Tok and Ta" held in Tik Tok on 20 19. He said, "I will make raw rice without adulteration, and I will push out the best rice in my hometown with my heart, and I will not be led by middlemen ...".

The daily life of the "Jiangtian Ancient Road" family is like the Northeast version of "I Love My Family", which is the content foundation and IP source of Jiangtian Ancient Road. After reading the content, users become fans. Through continuous content output, users have strengthened their impression of Zhang's "fun", while Zhang has invisibly output an image of "honest man" and "selling without adulteration". As a result, fans from all over the country gathered and became the sales and export of Zhang rice.

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

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Many merchants are selling Wuchang rice, but one Wuchang rice brings out four different brands (of course, there are many other brands): October Paddy Field, Fan Xiang Rice, Longmijia Rice and Jiangtian Gudao Rice. Through different positioning and operation, these four brands have shown great commercial value in generate.

The development of the four major brands is inseparable from the escort of intellectual property rights: trademarks prevent infringement, patents enhance product consumption experience, new trademarks are laid out in advance, and the establishment of personal IP becomes the export of traffic realization. Intellectual property rights are becoming more and more important in the construction and development of enterprises and individual brands, and brands are a collection of multiple intellectual property rights, including trademarks, patents, names and so on.

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