Wang Laoji to the left, and its positive to the right, JDB seeks an IPO

On July 5, the news of Wang Laoji's application for trademarks such as "newlywed Daji" rushed to the hot search. Another herbal tea brand and its ongoing launch of bubble herbal tea benchmark cola have also attracted attention. In contrast, the former giant JDB is slightly low-key.

According to Tianyan's investigation, Wang Laoji recently applied for trademarks such as "Newlywed Daji", "Dragon Boat Festival", "Opening Daji", "New Year Daji", etc., and applied for more than 20 similar "Daji" trademarks in total. The international classification of trademarks is beer and beverages, and the current trademark status is pending.

In this regard, the relevant person in charge of Wang Laoji told the Blue Whale financial reporter that this measure is to support and protect Wang Laoji's "Jiyun can" customized can service and provide consumers with a better product experience, and submitted a relevant trademark registration application for protection.

It is understood that Wang Laoji has continued to make a fuss about "Ji culture" in recent years, and launched "surname can" customized products during the Spring Festival in 2021, auspicious cans for the New Year, and strengthened consumers' cognition of "drinking red cans in the auspicious year".

Wang Laoji said that in order to further provide consumers with more customized can services for major life moments, Wang Laoji specially launched a jiyun can, and consumers can customize exclusive cans in the official mall of Wang Laoji WeChat Mini Program.

The advertisement "Afraid of Fire and Wang Laoji" binds herbal tea to consumption scenarios such as hot pot. In the past two years, the scale of the herbal tea market is difficult to make a breakthrough. As the head brand of domestic herbal tea, Wang Laoji needs to achieve a breakthrough through multi-scene coverage.

According to the data, wang Laoji's "big health" sector of Guangzhou Pharmaceutical Baiyun was 7.859 billion yuan in 2020, down 25% year-on-year; the main business income of Wang Laoji Health Company affected by the epidemic still reached 6.862 billion yuan in 2020, down 33.36% year-on-year; net profit was 1.195 billion yuan, down 13.41% year-on-year.

It is worth noting that while Wang Laoji is expanding the consumption scene, another herbal tea brand and its zheng are also expanding into new tracks. A few days ago, he said that he had launched bubble herbal tea. And its positive side said that bubble herbal tea can not only benchmark cola in terms of taste, but also meet the needs of young consumer groups for the refreshing taste of carbonated beverages.

The new category of bubble herbal tea has opened up a new track and will greatly promote the expansion of the herbal tea market space.

It is understood that "He Qizheng" is Dali Food's herbal tea, in 2007 Dali launched "Heqizheng" herbal tea, the first PET bottled herbal tea, with Chinese herbal medicine boiling extraction patent technology, is currently the third brand in the herbal tea market, with an annual income of more than 2.5 billion yuan.

At the time when Wang Laoji is in a multi-scene layout and its positive development track, the former herbal tea giant, Jiaduobao, is very low-key in the peak season. This may be related to its pursuit of listing. March 2021 is the time point when Li Chunlin, president of JDB, honors the three-year listing. Although JDB has not completed its listing so far, it has opened the pace of IPO. According to the report, JDB plans to conduct an IPO in Hong Kong and raise at least $300 million before the IPO.

Among the three giants of herbal tea, Wang Laoji and his back are all listed companies, and only Jiaduobao has not yet been listed, which also leads to the gap in funds of Jiaduobao. As far as the industry is concerned, although the scale of the herbal tea industry has shrunk, the pattern is relatively stable. This is related to the dispute between Jiaduobao and Wang Laoji. Although there are still disputes between the two sides, but the overall situation has settled, various companies are making efforts in products and markets, and herbal tea may usher in a growth cycle.

This article originated from Blue Whale Finance