凉茶市场竞争
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相爱相杀十几年 加多宝为什么卖不过王老吉?
Sou Hu Cai Jing· 2025-10-17 07:18
Core Viewpoint - The ongoing trademark dispute between Wanglaoji and JDB (Jiangzhong) has escalated, with both companies making strong statements regarding their rights to the "Wanglaoji" brand, particularly in overseas markets [1][2]. Group 1: Trademark Dispute - JDB claims victory in overseas lawsuits regarding the "Wanglaoji" trademark, while Wanglaoji accuses JDB of malicious registration through offshore companies [1][2]. - The dispute has been ongoing for over a decade, involving significant legal battles and financial stakes, with claims of tens of billions in damages [2]. - Both companies share rights to the red can packaging, and JDB has launched its own brand "JDB" after losing the "Wanglaoji" trademark [2]. Group 2: Market Performance - In 2007, Wanglaoji's total sales reached nearly 90 billion, surpassing major global brands like Coca-Cola and Red Bull, and its brand value was estimated at 108 billion by 2010 [3]. - After the trademark was reclaimed by Guangzhou Pharmaceutical Group in 2012, JDB experienced a peak in sales, reaching 20 billion that year [4][5]. - However, JDB's sales have been declining since 2012, while Wanglaoji currently holds nearly 50% market share in the plant beverage sector, with a gross margin of 44.67% as of mid-2025 [7]. Group 3: Competitive Landscape - JDB's market share has dropped to 28.31% by mid-2025, significantly lower than Wanglaoji's 46.33% [9]. - Despite lower prices, JDB struggles to compete with Wanglaoji, which consistently sells at a higher price point [9]. - The prolonged competition has negatively impacted the entire herbal tea category, limiting the growth of smaller brands and leading to a decline in market size and growth rate [10]. Group 4: Financial Performance - Wanglaoji's health company reported revenue of 6.5 billion and a net profit of 1.3 billion in the first half of the year, indicating a decline from its peak performance [11]. - The long-standing rivalry has resulted in no clear winner, as both companies face challenges in maintaining robust business growth [12].