How magical is the scene where Li Kui meets Li Gui in the catering industry? How arrogant is Li Gui in the catering industry?

It can be seen from the "frontal rigidity" of Li Kui and Li Gui in those search boxes. I searched for "Wooden House BBQ" on Baidu. I used the storefront style of "Wooden House BBQ". There are several websites that estimated "how much more it will cost to join the wooden house". If you look closely, it is "Wooden Floor" BBQ!

The editor in the catering industry learned from the official channel of the authentic wooden house barbecue: the wooden house barbecue has never been open to join!

Searching for Le Caesar, there is a brand called “Le Caesar” which ranks ahead of “Le Caesar” through advertising and claims to have joined 1,000 companies.

Through the efforts of Hey Tea in recent years, the search page for the keyword "Hi Tea" has been relatively "clean", but when searching for "Hi Tea Join", we still see "all kinds of Hey Tea" that are silly and unclear.

ONE

Crazy ghost, with all kinds of methods

The Li ghost under the search box is just a drop in the bucket of dining Li ghost. In addition to the search box, there are more radical and crazier "Li Guis", which caused great trouble to Li Kui.

Win the case after a year of time-consuming

Supreme Pizza: Not happy at all

In February 2019, Chen Tianlong, the founder of Supreme Pizza, finally got two winning judgments, but Chen Tianlong was not too happy. Because this one-year tug of war is far from over. Chen Tianlong said that there are many stores on the market that use a trademark similar to "Supreme Pizza", but they do not provide products that are not Supremacy Pizza. There are also many loyal consumers of Supreme Pizza, because they have a bad experience in these stores and "abandon their fans" Supreme Pizza.

In such a dilapidated store, the image of Supreme Pizza is everywhere from the door to the store leaflet. At the beginning of 2018, Supreme Pizza hired a team of professional lawyers to start collecting evidence. It only took two months to collect evidence. Supreme Pizza’s team, along with lawyers and notaries, went to the counterfeit store to consume and collect evidence. Although he won the lawsuit in the end, the manpower, material and financial resources expended in it made this war doomed to lose both.

"Prefixed" wooden house barbecue "groups" haunt

In December 2020, the wooden house barbecue also received a paper of winning judgment. The "Nanwan Lijia Barbecue Restaurant" was sentenced to immediately stop the infringement and compensate the "Wooden House Barbecue" for economic losses and reasonable expenses totaling 60,000 yuan.

Nanwan Lijia Barbecue Restaurant was established in September 2019. The style of the store is very similar to that of a wooden house barbecue. The word "Wooden house barbecue" is prominently used in prominent locations such as signboards, posters, interior decorations, and menus.

This is the first verdict in the "series" of infringement of "Li Jia Wooden House BBQ". "Nanwan Li's Barbecue Restaurant" was defeated, but "Li's Wooden House Barbecue" was still "strong". Under the wooden house barbecue search box, Li's barbecue hall is ranked first.

Almost every famous brand has a group of crazy "Lee Ghosts" behind it. The madness of "Li Gui" is not only because the Internet provides them with a hotbed for propaganda. The gaps in the system and the temptation of interests are the power of the growth of "Li Gui".

1. Playing the trademark edge ball

Generally, it takes about one and a half years from application to issuance of a new trademark. Some brands think of applying for a trademark after they become famous, or the trademark has not been formally approved when they become famous. The time difference of one year or several months is enough to cause a large number of copycats to rise up, but the brand cannot legitimately defend their rights. One of the more famous cases is Lujiaoxiang. Due to trademark issues, Lujiaoxiang was besieged by 7,000 cottage stores, and finally received the trademark at the end of 2019. However, the three-year period of trademark application, dispute, and review has caused Lujiaoxiang to miss the golden development period of the new tea market.

In addition to the trademark time difference, a series of "sister" and "brother" trademarks also caused the brand a lot of headaches. Behind the stories of Lao Yuma, Lei Bi, and Taibaitu, there is also the helplessness of many brands.

2. Soul imitation

Nanwan Li’s barbecue restaurant does not really use the wooden house barbecue trademark, but from the store to the interior decoration, to the menu, it is a "soul imitation" everywhere. Directly copy and sell their own products. This kind of storefront is sometimes more terrifying than "wood-layer barbecue". Many consumers can distinguish "wood-layer barbecue", but they have no discernment with such "backdoor" stores entering the market.

3. Quickly recruit money

The brand became popular, and then a group of profit-seeking businessmen flocked to open stores at the shallow level and attract investment at a deeper level. Some counterfeit brands use the influence of genuine brands to quickly harvest traffic dividends, build the "Li Gui" brand to attract investment frantically, and use the so-called "joint fee" to collect money, which has caused great harm to the brand and investors. This kind of phenomenon is more common in Internet celebrity brands.

TWO

Li Gui blasts the street, Li Kui is not innocent

The scary thing is not the copycats, but the attitude of the copycats to do branding. Too many brands start from imitation. Once the blue is better than the blue, it is possible that Li Gui becomes Li Kui's reversal drama. Take convenience food as an example. When a new flavor is favored by consumers, other brands will imitate it, and even new flavors will give birth to new brands. In the end, which brand gets the right to speak in the market depends on its ability and has no direct relationship with first-come-first-served.

What is more terrifying than this is Li Kui's helplessness and inaction towards Li Gui. A brand, once there is a situation where Li Gui blasts the street, in addition to the temptation of brand awareness is too great, it is often related to the brand's inaction and strategic mistakes. Behind the protracted trademark battle between Master Bao and Lujiaoxiang, it has something to do with the lack of awareness of the brand's trademark protection.

As far as investors are concerned, in the face of Li Gui’s bombing of the street, the safest thing to do is not to provoke both "Li Kui" and "Li Gui" easily. On the one hand, for a brand that cannot control the market, its brand operation capability has yet to be verified; on the other hand, it should avoid paying for the market disrupted by "Li Gui".

However, it must be mentioned that if the street that Li Gui bombed was not within the scope of the authentic state, this situation would be another matter. For example, in the face of various counterfeit foreign fast foods appearing in the eighteenth-tier counties and small towns, almost no one thinks that a KFC really appeared here, but with the name similar to KFC, this kind of counterfeit foreign fast food can be quickly obtained. Consumer category recognition. Wallace is a brand that started by imitating KFC. Today, with a scale of more than 10,000, it almost covers low-tier cities and rural towns, with an annual revenue of more than 2 billion.

THREE

The culprit of Li Gui is human greed

Why is Li Gui still alive and well under Li Kui's rigorous array? Because, Li Gui's blood transfusion is not only the time difference of the trademark, the gap in the market, but also the "victims". Consumers want cheap, investors want zero risk + super high rate of return. From this perspective, there is human greed that nourishes the growth of Li Gui. Too many counterfeit brand investors review their investment experience, and they always sigh: too stupid and naive!

1. No pie in the sky!

In the process of project inspection, Li Gui "paints cakes" for you, and Li Kui wants to listen to you "paint cakes" for him. Copycat brands usually draw a "empty glove white wolf" pie for investors through nanny support, high return on investment, etc.; while real brands emphasize that all success comes from being prepared. , Every store is derived from the two-way choice between the brand and the investor, and the brand will also require investors to show certain strength and ability before cooperating with it.

Under the temptation of profit, how many copycat brand franchisees believe that "the sky will fall into the pie"?

2. The initial fee is to buy the service!

A chicken chop shop located in a township actually invested 600,000 yuan. The reason was that it took 300,000 yuan!

The counterfeit brand claims zero franchise fees, and all the fees paid are for equipment, ingredients and materials. There is also an ice cream machine in the chicken chop shop, and the price of the ice cream machine is higher than the market retail price. There are so many "sent" ingredients that require additional cold storage to be leased.

In fact, investors buy franchise fees for brand influence and related support and services. Brands will pay more attention to whether franchisees can follow the rhythm of the brand and fit the brand’s tone in various aspects such as site selection and marketing. Brands seek long-term cooperation. Related operational support will be more comprehensive and training will be more comprehensive. strict.

3. What is signed is a franchise contract, not a cooperation agreement!

Many copycat brands do not have the qualifications to join and attract investment, but they know how to take advantage of the law. The contract they provided was not a formal franchise contract, but a "cooperation agreement", and the word "joining" was never mentioned in the content of the agreement. Therefore, in future rights protection, even if investors have "contracts" in hand, they are still at a disadvantage.

TOUR

Keep your eyes open and look for "Li Kui"

There are too many Li ghosts in the catering industry, but in front of every group of Li ghosts, the real "Li Kui" is leading the way. So, how should investors get past Li Gui and really go to Li Kui?

1. Correctly recognize direct marketing and franchising

Many popular brands only do direct sales, not franchising. Sui Zhengjun, the founder of Wooden House Barbecue, once emphasized through different channels more than once that Wooden House Barbecue does not join in, nor does it casually engage in promotions and discounts. Hey Tea and its sub-brand, Hey Xiaocha, have also been "officially announced". Not joining is the "family rule" of Hey Tea!

Then, when an investor asks "How to join in Hey Tea" and "How to join in a wooden barbecue" through the Internet, it is possible to step into the trap of "Li Gui". Because any piece of joining information displayed on the Internet is "fake"!

2. Clarify trademark ownership

A few days ago, "Shanghai Guanshengyuan" and "Xinduguanshengyuan" confronted the court. In the course of the trial of this case, the court referred to various factors such as brand awareness, the time when the Chinese time-honored brand was formed, etc., and finally decided that the defendant “Xindu Guanshengyuan” should compensate the plaintiff “Shanghai Guanshengyuan” for losses of 500,000 yuan, and Stop the infringement. The judge reminded that many trademark infringement cases are not all black and white.

Faced with complicated situations, investors must keep their eyes open. First, they must look for the Zheng (Chi) (名) trademark. Second, they must clarify the attribution of the trademark, which can be inquired through the National Trademark Network. After clarifying the trademark issue, we can then consider whether to invest.

3. Listen to opinions from multiple parties

In the era of the Internet information explosion, a single channel of information is not enough to be trusted. The correct way is to listen to the opinions of multiple parties and consider them comprehensively. For example, consult the field of industry opinions, use media channels, etc., to understand the inside story of the industry as much as possible, and to identify the true and false brand and the development of the brand in all aspects.

For example, Shen also often received questions such as: How is the XX brand, how to join the XX brand, etc., and not only once told the other party not to join the XX brand.

4. Inspect real stores

When inspecting brands, many people think of inspecting real store operations, and headquarters staff can often provide several stores for inspection. However, if it is a copycat brand, the store is real, but the authenticity of the operation is unknown. Many copycat brands will operate one or several "model rooms" for investors to investigate. The more important identity of the staff in the "model room" is the business staff of the headquarters, and they are collectively called the "support".

Therefore, when investigating brands, store inspections are indispensable, and it is necessary to abandon the introduction of headquarters personnel, inspect stores of various types and regions, and comprehensively analyze the real situation.

In recent years, Li Gui has broken the ethos of franchising in restaurants, and many investors have talked about franchising! In fact, the bad thing is "Li Gui", not the franchise model.There are too many brands around us who have opened a win-win situation with investors through joining. As an investor, we must keep our eyes open and learn to take a series of measures to avoid "Li Gui" and lock in "Li Kui". After all, joining a powerful brand in "Pong" will really make the investment event twice the result with half the effort.