In the past few days, the Hong Kong Meicheng mooncakes promoted and sold by Brother Xiao Yang and the anchors of Three Sheep have been revealed to have no offline sales points in Hong Kong, and the origin is not Hong Kong, which has attracted huge attention. Tianyancha App shows that Guangzhou Meicheng Food Co., Ltd. and Zhang Moumou applied for the registration of the "Meicheng moon cake" trademark for convenience food in August last year, among them, Zhang's trademark application was withdrawn in May this year and is currently invalid, and the trademark application of Guangzhou Meicheng Food Co., Ltd. was rejected in August this year.
Screenshot of Brother Xiao Yang's live broadcast room
According to previous reports, on the eve of the Mid-Autumn Festival in 2024, the founder of Three Sheep Company, "Crazy Brother Yang", and its live broadcast room promoted "Hong Kong Meicheng" mooncakes. The person in charge of the Hong Kong branch of Three Sheep, Hong Kong star Zeng Zhiwei and daughter-in-law Wang Minyi also stood for "Hong Kong Meicheng" in the live broadcast room. With this help, the "Hong Kong Meicheng" mooncakes, which are similar to the shape, name and main product of the well-known Hong Kong brand Maxim's mooncakes, once sold more than 50 million yuan in the market of mooncakes.
However, the product information of "Hong Kong Meicheng Mooncake" shows that the actual origin of the product is in Guangzhou and Foshan. Many Hong Kong netizens said that they had never heard of this brand at all. Some media contacted a number of agents of "Hong Kong Meicheng Mooncakes", and the other party said that "this company has no stores in Hong Kong", and the production areas are basically Guangzhou and Foshan.
According to the report, the brand operation center of Meicheng mooncakes is actually Guangzhou Meicheng Food Company, and the manufacturers are Guangzhou Meicheng Technology Company and Foshan Meicheng Food Co., Ltd., and the origin is not in Hong Kong.
The Hong Kong Meicheng trademark was rejected due to misidentification among the public. (Source: Tianyancha App)
Tianyancha information shows that Guangzhou Meicheng Company was registered in 2014. The company applied for the registration of the trademark "Hong Kong Meicheng" in October 2022, and the trademark application has been rejected. According to the decision of the trademark rejection review, the applicant was dissatisfied with the rejection of the application for registration of the trademark No. 67778635 "Hong Kong Meicheng" and applied for review. At the same time, the "Hong Kong" contained in the text of the applied trademark "Hong Kong Meicheng" is the geographical name of the administrative division at or above the county level in the mainland, and does not form other meanings different from the name of the administrative division, although the applicant claims to give up the exclusive right to use "Hong Kong", the relevant public cannot naturally know the relevant circumstances of the waiver of the exclusive right to use the trademark, and will still identify the "Hong Kong" part of the applied trademark.
Product information of the mooncakes involved
On September 17, the reporter visited the office of "Meicheng Mooncake" in Shiling Town, Huadu District, Guangzhou, and saw that the company was still operating. Mr. Huang, the person in charge of the scene, told reporters that at present, the company has accepted the verification of the local market supervision bureau on the network public opinion, and it is inconvenient to respond to more questions. The staff of the Market Supervision Bureau of Huadu District, Guangzhou City, told reporters that the bureau's verification of "Meicheng moon cakes" is still ongoing.
At noon on September 17, the Market Supervision Bureau of Hefei High-tech Zone reported that it had filed an investigation on the suspected "misleading consumers" and other behaviors of the Three Sheep Company.
Are Meicheng mooncakes suspected of false advertising? In this regard, the staff of the Market Supervision and Administration Bureau of Huadu District, Guangzhou City, told the Jimu News reporter that on the qualitative issue of false propaganda, it is still necessary for them to communicate and study with the case-handling personnel in Hefei and conduct research and judgment in accordance with laws and regulations. At the moment, they are not able to come to a conclusion.
(Source: Jimu News)