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Articles by 林辰
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Genki Forest's Return to Tradition: Becoming 'Partners' with Distributors
Genki Forest has outlined four principles for cooperating with suppliers: 'partnership, closeness and clarity, cost reduction, and openness.' After a year of institutional refinement, organizational restructuring, and direct communication, equality, integrity, and transparency are now the new definitions of the 'partnership' between Genki and its distributors.
林辰Haitian Flavoring Loses Trademark Moat: 'Haitian' Trademark Cannot Be Used in Edible Oil
In edible oil, this 'Haitian' is not the same as that 'Haitian'; soy sauce terms like 'Yuanniangzao' and 'Weijixian' are not exclusive to Haitian either. Haitian Flavoring has lost its trademark moat. Despite being the absolute leader in the condiment industry with a market value of over 100 billion yuan, Haitian has spent heavily on brand building—from top online variety shows like 'Qipa Shuo' and 'Tucao Dahui' to the卫视老牌音乐竞技 'Singer-Dangda Zhi Nian' that started this week, Haitian appears as a sponsor. However, with sales expenses doubling to 2 billion yuan in five years, not only has Haitian's revenue growth lagged behind the growth of sales expenses, but its 'Haitian' trademark 'loss' in the edible oil category and trademark conflicts with Jiajia and Chubang have undoubtedly undermined its brand-building efforts.
林辰