茶颜悦色再陷“抄袭门”争议：新消费品牌文创战略遭拷问

Core Viewpoint - The collaboration between Cha Yan Yue Se and Shanghai Rainbow Chamber Choir for the "Live in Love" series notebook faced backlash due to allegations of plagiarism, leading to a rapid sell-out followed by product withdrawal and public apology from the company [1][2][3] Summary by Sections Product Launch and Initial Success - The "Live in Love" series notebook was launched on August 22 and quickly sold out at a member price of 19.9 yuan, with prices on second-hand platforms soaring to several times the original price [1] - The product was designed to embody "cultural warmth" but faced immediate criticism for alleged design plagiarism [1] Allegations of Plagiarism - Multiple bloggers accused Cha Yan Yue Se of copying their designs, with specific claims made by users on social media platforms [2] - The company acknowledged the issue on August 24, admitting to unauthorized use of certain designs and announcing plans for an internal investigation [2][3] Company Response - Cha Yan Yue Se issued a public apology, stating that there was a management oversight in the design approval process [3] - The company has since reached out to original creators for authorization to use their designs and is forming a special team for internal review [3] Previous Incidents - This incident is not the first for Cha Yan Yue Se; a previous packaging design was also criticized for resembling a music album cover, leading to another product withdrawal in July [5] Market Context and Challenges - The rapid development of cultural and creative products is seen as a strategy for new consumer brands to diversify and increase user engagement, especially under growth pressure [6][7] - Cha Yan Yue Se has been expanding its product lines, including snacks and cultural products, to differentiate itself in a competitive market [6] Risks of Fast-Paced Development - The pressure to quickly launch new products can lead to insufficient compliance checks, increasing the risk of copyright infringement [7][8] - The design industry often sees high levels of borrowing and inspiration, but excessive similarity can lead to legal issues [8][9] Long-term Implications - Frequent plagiarism allegations can damage a brand's reputation and consumer trust, undermining its cultural positioning [9] - Respect for originality and intellectual property is becoming a critical competitive advantage in the evolving new tea beverage market [9]