近日，有媒体报道，一些商家使用"100%纯棉""原棉""棉"等山寨商标欺骗消费者。查阅相关标准， 其实仅有"100%棉""棉100%""纯棉"或"全棉"四种。这引发不少消费者吐槽，直呼商家行为卑劣，故意 打"擦边球"，弄虚作假降低产品质量。 有关部门应加大惩处力度、加强警示教育，畅通消费者维权渠道，从严打击不正当竞争，坚决扼杀 商家"赌一把"的侥幸心理。同时，还需要健全相关禁入机制，真正将标准变为带电的"高压线"，确 保"质量提升"不停留于宣传，防止擦边商标"改头换面""春风吹又生"。（评论员吴文诩） 近年来，类似的商标文字游戏现象层出不穷。从"多半"袋面、"壹号土"猪肉到"千禾0"酱油，其中 不乏一些公众熟知的知名品牌。这些商家本应沉下心来做好产品，凭借高标准和高质量赢得口碑和信 任，现在却本末倒置，反复在商标上动"擦边"的脑筋，故意模糊或者混淆概念，昧着良心赚得盆满钵 满。 【纠错】 【责任编辑:邱丽芳】 商标虽小，却事关消费信任和行业生态。"假纯棉"毁掉的不仅是消费者的购物体验，还有艰难树立 起来的口碑和形象。对消费者来说，再低的价格也压不住被骗后的怒火。自古以来，诚信经营是商家立 身之本。文字游戏或可 ...

Group 1 - The core issue involves Shangxuan E-commerce (Jiangsu) Co., Ltd. being fined 30,000 RMB for publishing false advertisements on the Douyin platform [1] - The company was established in May 2021 with a registered capital of 10 million RMB and is wholly owned by Bai Xiang Food Co., Ltd. [1] - Bai Xiang has previously faced controversy regarding its advertising practices, particularly concerning the use of the term "Duoban" on its product packaging, which raised questions about misleading marketing [1]

Core Viewpoint - The article highlights the issue of misleading trademarks in the market, where businesses use clever wording to create false perceptions about product quality, leading to consumer deception [1][2][3]. Trademark Misleading Practices - Businesses are utilizing psychological expectations of consumers by designing trademarks that create information gaps, such as "mountain-raised soil" eggs, which imply organic quality but may not deliver [1]. - The practice of splitting misleading phrases into separate trademarks, like "One Number Soil" and "Pork," makes it harder for consumers to identify potential deception [2]. Legal and Regulatory Framework - China's trademark law prohibits deceptive trademarks that mislead the public about product quality or origin, aiming to ensure fair competition [2]. - The subjective nature of trademark examination leads to inconsistencies in judging what constitutes misleading trademarks, necessitating clearer guidelines and standards [2]. Recommendations for Improvement - To prevent misleading trademarks, there is a need for continuous optimization of trademark examination criteria, including clear guidelines for ambiguous terms [2]. - The evaluation process should incorporate the actual market presentation of trademarks, simulating real usage scenarios to predict potential consumer deception [2]. Post-Registration Monitoring - Strengthening post-registration regulatory mechanisms is crucial, requiring applicants to clarify the usage and promotional paths of descriptive trademarks [3]. - Dynamic inspections of registered trademarks should be implemented to correct and penalize misleading practices promptly [3]. Market Sentiment and Business Responsibility - The increasing public intolerance towards deceptive marketing practices indicates a shift in consumer expectations, emphasizing the need for businesses to prioritize genuine quality over clever marketing tricks [3].

Core Viewpoint - White Elephant Food is facing public scrutiny due to trademark issues related to its "Half Bag Noodles" and "Half Bucket Noodles" products, which mislead consumers regarding the actual weight of the products [1][2] Group 1: Trademark Controversy - The packaging of "Half Bag Noodles" and "Half Bucket Noodles" claims "large quantity, double satisfaction," leading consumers to believe the products contain significantly more than standard offerings [1] - Actual weight comparisons show that the "Half Bag Noodles" only contain 25 grams more than the regular version, which is a 1/5 to 1/4 increase, contrary to consumer expectations [1] Group 2: Company Response - White Elephant's customer service confirmed that "Half" is a trademark and that the actual weight is as stated on the packaging, acknowledging the public's perception of "playing with words" [2] - The company issued an apology and announced plans to rename the products to "Noodle Cake 120g" and "Noodle Cake 110g," ceasing production of the original packaging within the month [2] Group 3: Company Performance and Market Position - White Elephant Food has experienced significant fluctuations in its market presence, initially gaining popularity with its 1 yuan bone soup noodles in 2003 but later facing competition from brands like Jinmailang [3] - The company rebounded after the "soil pit pickled cabbage" incident in 2022, which improved its brand image and led to a surge in sales, reaching 9.175 billion yuan in 2023, surpassing Jinmailang to become the third in the industry [3] - Despite revenue growth, White Elephant is criticized for its over-reliance on online channels and an imbalanced development between online and offline sales [3]

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 trademark controversy surrounding White Elephant Food has highlighted the brand's commitment to quality and consumer trust, showcasing its proactive approach in addressing public concerns and setting a new industry standard [1][3][7]. Group 1: Trademark Controversy - White Elephant Food faced public scrutiny due to the trademark status of "多半" on its product packaging, which led to consumer confusion [1]. - In response to the backlash, the company quickly changed the product names to "面饼120克" and "面饼110克," and committed to ceasing the use of the disputed trademark [1][3]. - This decision is estimated to potentially cost the company tens of millions but has enhanced its image among consumers [3]. Group 2: Commitment to Quality - Since its inception in 2000, White Elephant has prioritized product quality, investing in independent testing facilities to ensure raw material safety [3]. - The company has maintained a record of "zero major food safety incidents" over more than two decades, reflecting its dedication to quality and consumer trust [3]. - White Elephant has also led efforts to revise and improve industry standards, demonstrating a commitment to higher quality products [3]. Group 3: Industry Impact - White Elephant's actions serve as a wake-up call for the entire industry, emphasizing the importance of integrity and quality in maintaining consumer trust [3][7]. - The company's approach illustrates that true strength lies in the ability to recognize and rectify mistakes promptly, a quality that is increasingly rare in the business world [7]. - White Elephant embodies the spirit of Henan, showcasing values of honesty, diligence, and responsibility in its operations [4][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]

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 company Bai Xiang is currently embroiled in a trademark dispute regarding the "Duo Ban" trademark, which has led to an apology and a commitment to adjust product packaging [1][5]. Trademark Application Process - Bai Xiang's application for the "Duo Ban" trademark dates back to September 2018, undergoing multiple stages including rejection, re-examination, and defense before successful registration [3][4]. - The trademark application process has become increasingly stringent, making it difficult for companies to secure similar trademarks, as noted by the agency involved [3]. Trademark Dispute Details - The "Duo Ban" trademark was initially rejected in March 2021 but was successfully registered by September 2021 after a re-examination [4]. - The agency responsible for the disputed "Duo Ban" trademark is Henan Zhi Yi Intellectual Property Agency, which has indicated that the current trademark application environment is challenging [3][4]. Company Response - In response to the trademark controversy, Bai Xiang stated that the "Duo Ban" product was developed to differentiate larger portion sizes (110-120 grams) from regular products (70 grams) for consumer convenience [5].