The catering industry is also entering the meta-universe?
A few days ago, Tianyancha information shows that Guangzhou Baiyunshan Pharmaceutical Group Co., Ltd. (Baiyunshan, 600332), an affiliate of herbal tea brand Wang Laoji, recently applied for the registration of the trademark "Wang Laojiyuan Universe", which is internationally classified as "32 types of beer drinks", and the current trademark status is "registration application".
On February 11, the surging news reporter contacted Guangzhou Wanglaoji Pharmaceutical Co., Ltd. (hereinafter referred to as "Wanglaoji Pharmaceutical"), a subsidiary of Guangzhou Baiyunshan Pharmaceutical Group Co., Ltd., which is the manufacturer of green box Wanglaoji herbal tea. Wang Laoji Pharmaceutical said that the "Wang Laojiyuan Universe" trademark is not its application, but said that the company has laid out the Meta universe and has previously launched a digital collection.
According to the "Guangzhou Daily" WeChat public account article, during the Spring Festival, Wang Laoji and Ali launched the first digital collection "Baijiahe", saying that the digital collection has a unique identity and ownership information on the blockchain, is a digital asset that cannot be homogenized, obtained in the form of auction, and has been sold out.
The surging news reporter scanned the bid QR code and found that the starting price of Wang Laoji's digital collection was 1 yuan / one, the auction transaction price reached 13,000, and the bid was 49 rounds, which was a special "yunlaoji" for Wang Laoji's digital collection.
Wang Laoji Pharmaceutical told the surging news reporter that at present, only the digital collection has been launched for the time being, and there is no other plan for the layout of the meta-universe.
Wang Laoji digital collection auction page
Wang Laoji digital collection auction page
In fact, due to the high fever of the metaverse concept, catering companies that seem to be "not on the same side" as the metacosm are also entering the metacosm.
On February 10, Josh Gerben, a trademark attorney and founder of Gerben Intellectual Property, revealed on Twitter that McDonald's filed 10 trademark applications with the U.S. Patent and Trademark Office on February 4, local time, including "virtual restaurants featuring physical and virtual goods" and "virtual restaurants featuring home delivery."
In addition, McDonald's has included its McCafe brand in the Metacostem trademark application, which will offer online actual and virtual concerts as well as other virtual event services.
Josh Gerben tweeted that McDonald's applied for the metacosmity trademark, the image source Twitter
As early as November 2021, Mixue Ice City, which occupies the sinking milk tea market, also began to apply intensively for metaverse-related trademarks, such as "Mixue Meta-Universe" and "MIXUEMETA", etc., and the current status is "awaiting substantive examination".
At the same time, The Honey Snow Ice City is also constantly encircling the layout. According to the information of Tianyancha, Mixue Ice City has expanded its business to upstream raw material planting and production, logistics and warehousing, computer system services and even Internet of Things applications through affiliated companies.
Shandong Xingmike Food and Beverage Co., Ltd., a company belonging to the healthy bean drink brand "Xingmike", also applied for meta-universe-related trademarks in 2021, including "32-class - beer beverage" trademarks such as "Douxiangyuan Universe" and "Doumiyuan Universe", and the current status is "awaiting substantive examination". There are also liquor brands that have been registered for less than 3 months, "Drunk", and its subsidiary, Guizhou Drunken Liquor Industry Co., Ltd., has quickly registered the trademarks of "Meta universe" and "New Yuan Universe" under the classification of "33 categories - liquor", and the current status is "awaiting substantive examination".
Mi Xue Ice City part of the meta-universe trademark application, the source of the sky eye check
Previously, Moutai had also made a oolong incident in the entry into the meta-universe. On January 5, Li Jingren, general manager of Moutai Group, mentioned at the 2021 Sauce Aroma Series Wine National Distributors Association meeting that the construction of a drunken beauty "meta universe" belonging to the Sauce Aroma series of wines was constructed. Suddenly, the rumor that "Moutai will enter the meta-universe" was rampant, and many parties preemptively registered the "Moutai Meta-universe" trademark.
According to the information of Tianyancha, many enterprises have started the business of preemptively registering meta-universe trademarks, such as a company in Heilongjiang applying for nearly 1500 meta-universe trademarks, covering food, travel, Internet platforms and other fields, including "McDonald's meta-universe", "KFC meta-universe", "Haidilao meta-universe" and so on. The status of the enterprise's trademark applications is almost entirely "trademark application" and "awaiting substantive examination".
In fact, many fashion brands have already launched their products sold in the meta-universe, including Nike, Adidas, Prada, Balenciaga and so on. However, the entry of catering brands into the metaverse has not yet solved the problem of how users can virtually experience dining in the metacosm.
Chinese food industry analyst Zhu Danpeng believes that catering enterprises enter the meta-universe, "in fact, it is rubbing hot spots, there is no sense", he pointed out that this is a "play concept, play gimmicks, who puts it forward first, who may be able to enjoy this traffic first, that is, hype, suck powder", a means to win traffic.