2.5 billion transfer of "Wenjie" related trademarks, why does Huawei want to sell the "Wenjie" brand created by itself? Some netizens said that this is a good thing. This shows that Wenjie is going to sea, cutting with Huawei, and preparing to enter the overseas market. But some people questioned that Huawei is too ruthless, Cialis finally made some money, and just hit the positive profit and loss line, it will cost 2.5 billion to buy Huawei's trademark, which is too pitiful, right? What's going on? Is it cost-effective for Cialis to use 2.5 billion to buy "Wenjie" related trademarks?
Whether it is cost-effective or not, it is not the people who eat melons who have the final say, but the people who pay for it. Cialis is willing to spend a huge amount of money to buy the trademark, naturally because he thinks that there is nothing wrong with this price. For a long time, Huawei's trademarks have been unclear. AITO Automobile is owned by Cialis, and the AITO brand also belongs to Cialis, but the "Wenjie" series trademark of AITO Automobile belongs to Huawei. This is very wrong. If Huawei takes back the trademark right, Cialis will lose the right to use the trademark of "Wenjie". This is extremely dangerous for Cialis.
This kind of inconsistency between the trademark and the brand also makes the cooperation between Cialis and Huawei too dependent on each other. If Cialis buys the "Wenjie" series of trademarks, then the brand property rights are clear. The "Wenjie" series of models belong to AITO Automobile, and AITO belongs to Cialis, so the "Wenjie" brand and Huawei no longer have property rights affiliation, and completely belong to Cialis. In terms of brand property rights, "Wenjie" and Huawei have completed the cutting.
So, is the "Wenjie" brand worth 2.5 billion? In the captain's opinion, it was totally worth it. Why? Because building a brand is very hard. The captain will give you a simple example: the Antarctic people.
This was originally a clothing brand, but when it transformed into an e-commerce company, it did not produce clothing by itself, but specialized in brand licensing. If you go to Taobao, Jingdong, and Pinduoduo to search, Antarctic people not only have clothes, pants, and shoes, but also water heaters, electric blankets, hand warmers, etc. Antarctic Company can earn 1.2 billion a year through brand licensing fees. Cialis spent 2.5 billion yuan to buy the trademark right of "Wenjie", which is the brand authorization fee of Antarctic people for more than two years.
There is also a brand in the United States, called "Playboy", which was originally a trend magazine. But through brand licensing, China has become full of Playboy clothing, shoes, socks, panties, etc. Every year, relying on brand licensing and self-operated perfumes, jewelry, wine and other products, from an annual loss of $5 million, to an annual revenue of $5 billion.
Antarctica is a cheap clothing brand, Playboy is a magazine brand, and Wenjie is a luxury car brand, which is more valuable? I don't need to say anything about it. In the field of home appliances, Philips is also a jack-of-all-trades brand, and some unknown manufacturers, as long as they get the brand authorization of Philips, they can be confused. The current brand value of BBA is 2.5 billion, but the future brand value may be 10 billion, or even 100 billion.
In China's luxury car market, the new power brands with monthly sales of more than 30,000 units are only ideal and questionable. Moreover, these two companies do not need to participate in the brutal price war, and they are both taking the high-end route. When BYD and Tesla started a fierce price war, the average price of 550,000 Wenjie M9 sold 17,000 units, and the ideal car with an average price of more than 300,000 yuan also sold more than 40,000 units. Among them, the ideal sales recovery also relied on the newly listed L6, which lowered the price to less than 300,000 yuan, but the more it was sold, the more expensive it was, and the better it sold.
Then, against the ideal, the brand of "ideal", 2.5 billion, will never be sold. Li Auto's annual turnover has exceeded 100 billion, and it is not surprising that the total turnover of Wenjie Auto this year will also exceed 100 billion. The net profit margin of Li Auto is 9.53%, and it can make a net profit of almost 10 billion a year. Considering that the gross profit margin of Cialis in the first quarter was 21.5%, which is similar to that of Li Auto, the net profit margin of the two should be similar. 2.5 billion yuan to buy the "Wenjie" trademark, which seems to be very expensive, in fact, it will all be earned back in one quarter.
It can be said that 2.5 billion is not only not expensive, but also very cheap. But Wenjie is only the beginning, and next, there are three major brands of "Zhijie", "Xiangjie" and "Aojie", which will also be transferred to Chery, BAIC and JAC respectively. But the car factory is not a fool, the trademark thing, you do it, the sales go up, the trademark is valuable. If you don't do it, the sales can't go up, and the trademark is not valuable. Cialis is willing to spend 2.5 billion yuan to buy "Wenjie" because Huawei has really blown up Wenjie. But the "intellectual world" is in a tepid state, the "enjoyment world" has not been officially pre-sold, and the "proud world" is still on the PPT.
In other words, whether this brand is worth the money, whether the car manufacturer is willing to spend money to buy it, or whether Huawei can increase sales. Like the "Zhijie S7" created by Chery, the monthly sales do not exceed 3,000 units, and Chery is not interested in buying "Zhijie" related trademarks for the time being.
Speaking carefully, Cialis buys the trademark of Wenjie, which has little to do with going overseas. Because the Western countries that blockade Huawei will not let the question world enter, and those neutral countries will not turn the question world away because the question world is subordinate to Huawei. Moreover, the core technology of Wenjie basically comes from Huawei, and even if it is cut, it will not be able to enter the Western market.
The root of it is that if you don't buy it now, if you buy it later, it will be more expensive. The better the Wenjie sells, the more expensive the "Wenjie" brand will be. In the case that the "Wenjie" brand has taken off, but has not yet entered the peak state, it is good for both parties to seize the opportunity and get it in the bag.
Huawei can continue to deeply bind Cialis by transferring the Wenjie trademark and support Cialis to focus on the new energy luxury market. If Cialis wins the Wenjie trademark, you can also rest assured that you can bury your head in building cars and engage in delivery, without worrying about being abandoned by Huawei. Clear property rights, division of labor and cooperation, each has a bright future, in order to win-win cooperation, go further.