Photo source: Graphic insect creativity
Original title: big white rabbit milk candy 'official announcement': it has not been authorized by an American company. This year, it may launch a domestic genuine 'big white rabbit ice cream'
On March 4, 'Guanshengyuan responded to American white rabbit ice cream' was hot searched on microblog.
According to media reports, in order to celebrate the Chinese new year, an ice cream company called wanderlust creamery in Los Angeles recently launched a white rabbit milk candy ice cream. As a result, it became a 'hot money' in short supply as soon as it was on the shelves.
While people miss their childhood taste of this ice cream, a netizen acutely pointed out: 'has this American ice cream maker been authorized?'
On the afternoon of March 4, Guanshengyuan responded to the reporter of the international finance news that Guanshengyuan had not authorized the 'big white rabbit ice cream' product. At present, the relevant work is still under discussion on whether to investigate this matter in detail.
1. Unofficial authorization
According to the information released by wanderlust creamery on instagram, on February 5, the Los Angeles ice cream company launched a season limited version - ice cream with white rabbit milk candy taste, and did not avoid the association between this product and white rabbit milk candy - the picture when publishing the information on social media was an ice cream wrapped with white rabbit sugar paper.
Combined with several messages released by wanderlust creamery in February, this product is the result of its cooperation with foodbeast, a food blog. It is called 'milk white ice cream made of Chinese white rabbit milk candy'. Referring to the original intention of product design, wanderlust creamery said that it was to meet the Chinese Spring Festival. Each spherical 'big white rabbit ice cream' contains about 1.3 big white rabbit milk candy.
Since then, I got the news from the instagram of wanderlust Creamery. According to the videos released by some netizens, there was a long line in front of the ice cream shop, and many consumers spontaneously shared the information related to 'big white rabbit ice cream' on social media.
Interface news said in its report that according to Adrienne borlongan, co-founder of wanderlust creamy, at the beginning, the sales of this ice cream was normal. 50 gallons (about 190 liters) were sold in the first 20 days, but after February 21, the sales suddenly became popular. 50 gallons were sold in less than three days. Within eight hours on Sunday, The remaining nearly 1000 ice cream balls (about 39 gallons) were sold out.
After the first batch of 'white rabbit ice cream' sold out, wanderlust creamery found it difficult to purchase white rabbit milk candy. According to media reports, some milk sugar wholesalers revealed that many ice cream shops have begun to rush to buy big white rabbit milk sugar as raw materials.
The news that 'big white rabbit ice cream' is selling well overseas has aroused the attention of domestic consumers. Someone joked: 'Why are we hungry?'
Finally, Guanshengyuan clarified that this ice cream is not a product authorized by Guanshengyuan to be produced and sold in the United States, and Guanshengyuan has not cooperated with relevant parties.
A lawyer familiar with international infringement litigation pointed out to the reporter of the international finance news that the big white rabbit is a well-known trademark, and the behavior of wanderlust creamery may cause consumers to think that this ice cream is the product of the company to which the big white rabbit brand belongs. However, cases involving infringement of intellectual property rights are generally more complex. Whether or not the infringement and the extent of the infringement need to be further evaluated. " If & lsquo; Big white rabbit & rsquo; If you use your image on your own goods, it must be infringement '.
2. Time honored brand innovation
In 2019, 'official genuine' big white rabbit ice cream 'may be born.
So, which company is the 'official' of white rabbit milk candy?
Public information shows that the big white rabbit milk candy is a milk candy produced by Shanghai Guanshengyuan. It was born in 1959 and its trademark is a jumping white rabbit. In 2010, Guanshengyuan was one of the sponsors of the candy industry project of the Shanghai World Expo by virtue of the big white rabbit products.
In 2012, Shanghai Meilin acquired Shanghai Guanshengyuan Food Co., Ltd. (i.e. all the main food business operating assets of Guanshengyuan group) from Guanshengyuan group.
Therefore, 'big white rabbit' actually does not belong to Guanshengyuan group, but to Shanghai Meilin, but in the final analysis, both belong to Guangming Food (Group) Co., Ltd.
With the strong layout of Alps, xufuji, Jindi, * * *, Yake and other brands in the candy field, big white rabbit has also experienced fierce market competition and has been gradually caught up by latecomers in the market segment.
In the past few years, this long-standing 'rabbit' is also seeking change.
In 2015, big white rabbit cooperated with French fashion light luxury brand 'Agnes B.' to launch a limited edition candy gift box;
In 2016, the big white rabbit cooperated with the National Museum of China to launch the cultural and creative candy gift box of "Siyang fangzun", a national treasure cultural relic;
In 2017, big white rabbit cooperated with Hong Kong Pacific coffee to launch a joint latte drink;
In 2018, the big white rabbit joined hands with Maxam to launch the rabbit's Cream Lip Balm, which has become a hot topic in social media.
According to the person in charge of Guangming group confirmed to the reporter of the international finance news that this year is the "60th birthday" of the big white rabbit. At that time, a large number of new products will appear, including but not excluding the possibility of launching some ice cream products or other products with more innovative breakthroughs.
Zhu danpeng, an analyst of China's food industry, pointed out that some time-honored brands have the problems of overall mechanism, brand and product aging, but the consumer side is constantly forcing time-honored brands to upgrade their industries, and making innovation in line with the industry situation has also become the only way for time-honored brands.