Yingjia Gongjiu's "Cave Storage" Trademark Was Sued! Packaging Had to Be Changed! Is General Manager Yang Zhaobing Angry?

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Recently, Yingjia Tribute Liquor’s core product line, the “Dongzang” series, has quietly changed its packaging. It first became “Yingjia,” then changed to “Gongjiu,” reflecting the setback in the trademark dispute over the “Dongzang” brand.

It is reported that Yingjia Tribute Liquor successfully went public in 2015, ranking third among Anhui listed Baijiu companies at that time. Later, the company launched the “Ecological Brewing” initiative and introduced the “Dongzang Series,” marking its golden era.

From 2015 to 2024, sales of the Dongzang series soared from 50 million to 4 billion yuan, accounting for nearly 60% of Yingjia’s total revenue. With the strong support of the Dongzang series, Yingjia Tribute Liquor has successfully surpassed Kweichow Moutai in 2022 and gradually secured the second position among Anhui Baijiu brands.

However, Yingjia’s focus on the Dongzang series has faced brand and trademark challenges. Between 2017 and 2021, Yingjia repeatedly applied for the “Yingjia Tribute Liquor·Ecological Dongzang” trademark. Shui Water Liquor Industry filed an invalidation request with the Intellectual Property Office, citing conflicts with prior rights related to the “Dongzang” name.

In 2024, the National Intellectual Property Administration ruled that Yingjia’s “Ecological Dongzang” trademark was invalid. Yingjia filed an administrative lawsuit against the decision, but both the first and second instances resulted in defeats. These setbacks may have prompted Yingjia to consider renaming its main product from “Dongzang” to “Gongjiu,” changing “Dong6” and “Dong9” to “Gong6” and “Gong9,” shifting focus from “Dongzang” to emphasizing the “Gongjiu” concept.

It is noteworthy that the “Gongjiu” concept is not exclusive to Yingjia Tribute Liquor. Within Anhui Province, Yingjia faces competition from Gujinggong Liquor, which has a stronger presence in the region.

Kang Zhao, Editor-in-Chief of Operator Finance Network, believes that over the past decade, Yingjia has invested heavily in the “Ecological Dongzang” branding. He trusts that General Manager Yang Zhaobing can manage the brand transition away from “Dongzang” while maintaining its core price range.

(Editor: Zhou Ying)

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