Core Viewpoint - White Elephant is facing multiple challenges, including a trademark controversy and issues with its pricing strategy, which have led to a trust crisis among consumers and distributors [1][3][4]. Trademark Controversy - The packaging of White Elephant's "Duoban" series still displays "Duoban" as a registered trademark, despite consumer concerns about potential misleading advertising [3][4]. - White Elephant issued an apology and explained that the "Duoban" products were intended to differentiate larger portion sizes from regular ones, but acknowledged the confusion caused [3][4]. - The company announced plans to rename the "Duoban" series and cease production of the original packaging within the month [3][4]. Pricing Issues - There is a discrepancy between online retail prices and offline distributor prices, with some distributors reporting losses due to identical pricing [5][6]. - A distributor noted that the costs associated with logistics and storage often lead to losses for offline distributors, although not all distributors are affected [5][6]. - Analysts suggest that the lack of a balanced pricing strategy between online and offline channels could harm distributor relationships and market stability [6][8]. Channel Strategy - White Elephant has shifted its focus towards online sales, which previously accounted for less than 5% of revenue in 2019, but has since become a priority [7][8]. - The company established an independent e-commerce entity and has been actively engaging in various online platforms to enhance its digital presence [7][8]. - Despite the growth in online sales, balancing the pricing strategy between online and offline channels remains a critical issue for the company's future [8].

Core Viewpoint - The recent controversy surrounding the "Duoban" trademark by White Elephant Food highlights the challenges the company faces in maintaining brand reputation amidst intense market competition and consumer misunderstandings [2][9]. Company Summary - White Elephant Food's official response clarified that "Duoban" is a registered trademark and not an indication of increased product quantity, with the actual weight specified on the packaging [3]. - The company has introduced larger portion products, such as the 110-120g noodles based on the original 70g, to differentiate from standard offerings [3]. - White Elephant has registered multiple trademarks related to "Duoban" from 2018 to 2024, with some successfully registered while others were rejected [5]. Industry Summary - The instant noodle industry is experiencing downward pressure, with competitors like Kang Shifu and Uni-President facing revenue challenges, indicating a shrinking market [7]. - New food categories such as self-heating hot pots and ready-to-eat noodles are emerging, further squeezing the consumption scenarios for traditional instant noodles [7]. - White Elephant's beverage business is struggling due to a lack of experience among its noodle distributors, making it difficult to establish a strong presence in the beverage market [7]. - Consumer complaints against White Elephant have reached 1,681, primarily concerning product quality issues, which negatively impact the brand's reputation [7].

Core Viewpoint - The controversy surrounding the "Duoban" trademark has put White Elephant Food Co., Ltd. in an awkward position, raising questions about consumer perception and brand integrity [1][4][12]. Group 1: Trademark Controversy - The "Duoban" trademark was intended to differentiate products from regular portion sizes, but it has led to consumer confusion regarding the actual quantity [3][12]. - White Elephant's apology for the misunderstanding has been met with skepticism, as many believe the company is playing word games [4][13]. - The "Duoban" series products have been criticized for misleading packaging, which emphasizes terms like "Duoban" and "Duoban bag," leading consumers to think they are getting more than they actually are [10][11]. Group 2: Sales Performance - In 2023, White Elephant's total sales reached 9.175 billion yuan, surpassing Jinmailang to become the third-largest player in the industry with a market share of 12% [6][19]. - Projections for 2024 indicate that sales revenue could exceed 10 billion yuan, potentially elevating the company to the second position in the industry, surpassing Unification [7][19]. Group 3: Operational Challenges - The trademark issue has exposed underlying problems such as channel imbalance, insufficient terminal penetration, and low internal collaboration efficiency [8][20][22]. - Compared to competitors like Master Kong and Unification, White Elephant has lower visibility in supermarkets, particularly in regions like Anhui and eastern Henan, where sales performance is reported as poor [20]. - The company faces a chaotic pricing system, with discrepancies between online promotional prices and offline wholesale prices [21].

Core Viewpoint - The article discusses the recent controversy surrounding the "Duoban" noodle product from Baixiang, highlighting the implications of marketing strategies and consumer perceptions in the competitive instant noodle market. Group 1: Product Controversy - Baixiang's "Duoban" noodle was found to be a trademark name rather than indicating a larger quantity, with only a 25g increase from the base product, leading to consumer backlash and accusations of misleading marketing [2][4] - Following the controversy, Baixiang announced a rebranding of the "Duoban" series to "Noodle 120g" and "Noodle 110g" to clarify the product's weight and avoid further consumer confusion [4][6] Group 2: Market Position and Growth - Baixiang's sales reached 9.175 billion yuan in 2023, closing in on the 9.849 billion yuan sales of its competitor, Uni-President [6][22] - The brand has gained significant market share, with reports suggesting it may have surpassed Uni-President in 2024, although this has not been officially confirmed [6][22] Group 3: Brand Evolution - Baixiang has transformed from a low-end market player to a leading brand, leveraging crises in the industry to position itself as a "national treasure" and appealing to consumer sentiment [8][13] - The brand's marketing strategy has included innovative product launches and a strong presence on social media platforms, contributing to its rapid growth [18][22] Group 4: Challenges Ahead - Despite impressive growth, Baixiang faces challenges such as reliance on marketing strategies that may not sustain long-term growth, and potential issues with pricing strategies affecting profitability [23][29] - The overall instant noodle market in China is experiencing stagnation, with a decline in consumption from 463.6 billion servings in 2020 to an estimated 438 billion servings in 2024, intensifying competition among brands [25][28]

Group 1 - The core issue revolves around the trademark controversy regarding "Duoban" and "Duoyiban" products, leading to the company's decision to rename these products and cease production of the original packaging within the month [1] - The company emphasized its commitment to consumer feedback and its principle of prioritizing consumer interests, resulting in the renaming of "Duoban" to "Mianbing 120g" and "Duoyiban" to "Mianbing 110g" [1] - The public response to the company's decision has been overwhelmingly positive, indicating strong consumer support for the brand's actions [1] Group 2 - The trademark issues are not isolated, as similar situations have been reported in the industry, with competitors like Kang Shifu and Jinmailang facing trademark registration challenges [4] - Recent product launches by the company, such as spicy noodle snacks and a cilantro-flavored noodle, have gained significant popularity, particularly among younger consumers, highlighting the brand's ability to tap into current trends [4] - The industry faces a common challenge of balancing consumer engagement with the need for careful brand management, as domestic products attract attention while also facing scrutiny from consumers [4]

作者 | 李含章 钟宸（实习生） 编辑 | 宝珠 视觉 | 诺言 继"千禾0"酱油，"壹号土"猪肉之后，消费者又迎来了"多半"袋面，而这次的文字游戏的主角，是有 着"国货之光"滤镜的白象。 6月初，有消费者发现，白象"多半袋面"的"多半"为商标名称，而非"更多分量"，其面饼仅比基础款多25 克（增幅29%），与"多一半"的常识认知相差甚远。 消息一出，马上登上热搜第一。不少网友对此评价"跟消费者抖机灵""不老实"，但也有人表示谅解，认 为"差不多就行了"。 白象随即发布声明，表示"多半"系列产品是基于原70克面饼基础上推出的110-120克面饼的大分量产 品，"多一半"系列是基于原60克面饼推出的100克面饼产品。"多半"商标申请的初心是为了与常规分量产 品做出区分。 白象发表声明 不过，有记者发现，白象经典款的大骨面、猪骨面系列，面饼重量在60-75克之间，而康师傅、统一等没 有加重的经典款，面饼重量分别为80-85克与82.5克，且价格相差无几。 商标争议并非偶然。天眼查数据显示，白象自2018年起系统布局"多半袋""一半袋"等擦边商标。商标虽 注册成功，但组合"袋/桶"使用时被律师指出存在风险。 有律师 ...

Core Viewpoint - The company Bai Xiang Food Co., Ltd. has decided to rename its "Duo Ban" and "Duo Yi Ban" product lines in response to consumer feedback, reflecting its commitment to consumer-centric principles and brand evolution [1][3][4]. Company Actions - Bai Xiang announced the renaming of the "Duo Ban" series to "Mian Bing 120g" and the "Duo Yi Ban" series to "Mian Bing 110g," with plans to cease production of the original packaging within the month [1][4]. - The company's proactive response to consumer concerns has garnered positive media coverage and public support, showcasing its dedication to listening to consumer needs [3][4]. Industry Context - The competitive landscape in the fast-moving consumer goods sector is intense, with many companies facing challenges of "more effort, less return." Bai Xiang's strategy of engaging with consumer preferences has been a key factor in its brand evolution [5]. - The incident highlights a broader industry trend where companies, including competitors like Kang Shi Fu and Jin Mai Lang, have engaged in similar trademark registrations, indicating a common practice in a highly competitive market [4]. Consumer Engagement - Bai Xiang's recent product innovations, such as the spicy noodle dish that resonates with younger consumers, demonstrate its ability to tap into emotional and cultural trends, enhancing its brand appeal [5]. - The company's approach emphasizes long-term relationships with consumers, moving beyond transactional interactions to foster deeper connections based on shared values and experiences [5].

Core Viewpoint - White Elephant Food Co., Ltd. issued an apology regarding consumer misunderstandings related to its "Duoban" trademark, clarifying that the current "Duoban" products are larger versions of their original offerings, and plans to adjust packaging soon [1][2]. Group 1: Company Response and Consumer Feedback - The company acknowledged consumer complaints about the "Duoban" products, which were perceived as misleading due to the trademark's implication of quantity rather than actual product weight [1][2]. - The brand expert defined the phenomenon as "naming inflation," indicating that brands are under pressure to compete, leading to potentially misleading product names [1][5]. Group 2: Industry Trends and Challenges - The instant noodle industry is experiencing stagnation due to various factors, including competition from delivery services and increasing health awareness among consumers [7]. - The market for instant noodles has stabilized at around 43 billion servings annually, following a decline from a peak of 38.52 billion servings in 2016 [7]. - White Elephant Food faces competition from both established brands like Kang Shifu and emerging brands, necessitating a shift in branding and product innovation to maintain market relevance [7][8]. Group 3: Branding and Marketing Strategies - The company's strategy of using names that suggest larger quantities aims to attract price-sensitive consumers, but this could risk damaging brand reputation if the actual product does not meet expectations [7][8]. - Experts suggest that the industry must move beyond superficial branding changes and focus on genuine product innovation to shed negative perceptions associated with instant noodles [8].

Core Viewpoint - The trademark dispute surrounding the "Duo Ban" (多半) brand by White Elephant and the "1 Bag and a Half" (1袋半) series by Jinmailang highlights the complexities of trademark registration and consumer perception in the instant noodle market [1][2]. Group 1: Trademark Issues - Jinmailang has faced multiple rejections in its attempts to register the "1 Bag and a Half" trademark since 2015, with the latest application status being "under substantive examination" as of September 19, 2024, and a previous application on May 18, 2023, being "under review after rejection" [1]. - White Elephant's "Duo Ban" products are marketed as larger portion sizes, with the company stating that the trademark was intended to differentiate these products from standard sizes for consumer convenience [2]. Group 2: Product Offerings - Jinmailang's "1 Bag and a Half" instant noodles are prominently featured in their flagship store, with packaging emphasizing a net weight of 120 grams, compared to the 88 grams of their "Soup is Good" series [1]. - White Elephant's "Duo Ban" products are based on a 70-gram noodle cake, now offered in larger sizes of 110-120 grams, aiming to clarify product offerings for consumers [2].

Core Viewpoint - The controversy surrounding the "Duoban" trademark on White Elephant's instant noodle products has sparked significant public discussion, leading the company to issue an apology and clarify the product's weight and branding strategy [4][5]. Group 1: Product and Branding - The "Duoban" products are based on a 70g noodle cake, now offered in larger 110-120g sizes, aimed at distinguishing them from regular products [5]. - The trademark "Duoban" is intended to help consumers identify larger portion products, and the company acknowledges the potential for consumer misunderstanding [5][6]. - The "Duoban" brand's noodle cake weighs 110g, which is nearly 50% more than the standard 75g noodle cake in regular White Elephant products [6]. Group 2: Market Performance - White Elephant ranks first in sales within the instant noodle category on the Douyin e-commerce platform, with sales between 50 million to 75 million yuan in the past month [7]. - The brand's self-operated sales account for 51.72% of its total sales on Douyin, while influencer sales contribute 12.85% [7]. - The highest-selling product under the "Duoban" brand has generated sales of 100,000 to 250,000 yuan in the last month, significantly lower than other popular products like the Sweet Spicy Turkey Noodle [7].