汇源果汁指控“每日优鲜”冒名对外招商，被质疑品牌管理失序

Core Viewpoint - The recent dispute between Beijing Huiyuan Food and Beverage Co., Ltd. and Beijing Meiri Youxian Brand Management Co., Ltd. highlights significant issues in Huiyuan's brand authorization and distributor management system, leading to reputational damage for the Huiyuan brand [1][8]. Group 1: Dispute Details - Huiyuan publicly accused Meiri Youxian of unauthorized activities, including soliciting business under the Huiyuan name without written authorization and splitting regional distribution rights [2][6]. - The dispute arose after the expiration of the authorization agreement between Huiyuan and Meiri Youxian, which had been in place but is now no longer valid [6][8]. Group 2: Company Background - Beijing Meiri Youxian Brand Management Co., Ltd. is a small enterprise established in November 2023 and is not related to the well-known Meiri Youxian e-commerce platform [7][8]. - The original Meiri Youxian e-commerce platform, founded in 2014, had previously raised over 10 billion yuan in funding and went public in the U.S. before facing operational crises and delisting [8]. Group 3: Management Issues - The incident reveals deeper management issues within Huiyuan, particularly regarding the lack of effective mechanisms to prevent unauthorized use of brand assets after the expiration of agreements [8]. - Huiyuan's brand value is considered a significant asset, but the company has faced numerous challenges, including internal management chaos and family governance issues, leading to struggles in the capital market [8].