MAXAM brand recall in the first year with sales surge, up 400%
After I graduated from college in 1982, came to this glorious history of enterprises, from the shop technician to start until 1997 to become general manager of Shanghai Toothpaste Factory Co., Ltd.. In this case, the two corporate brands most proud of "Chinese", and "MAXAM" in an internationally renowned multinational Unilever holding the hands of a joint venture business for 4 years.
"MAXAM" (MAXAM) toothpaste brand was founded in 1962, it is to design high quality and high quality products have won wide praise in the market, has won two international gold medals and became the first Chinese toothpaste exports a brand. However, since 1994 Lease Production and management company to Unilever, the market share is falling. The end of 2000, the Shanghai Toothpaste Factory Co., Ltd. decided to withdraw the U.S. and Canada under the agreement the right to use the net brand.
"MAXAM" brand recall is a very difficult thing, it is an unequal contest, is the wisdom of the race, is the determination of the test, it is loyal defenders.
First Round 2000 9 26 9 am, at my invitation, Unilever Senior Legal Manager Huang Yabing represented Unilever recovery on MAXAM toothpaste trademark matters, with me the first round of exchange of views.
Conversation started, I first expressed this attitude: "MAXAM" won the National Gold Medal trademark toothpaste, in the vast Consumption Mind of those who has been a very good brand, everyone "MAXAM" is a deep affection. Joint venture before the U.S. and Canada net sales in 1993 reached 60 million in 1999 dropped to 23 million. So much of the decline, I believe this is both sides do not want to see. Unilever in the past few years, "MAXAM" market trade mark is not training to take effective measures. Unilever agreed to our recovery "MAXAM" toothpaste trademark license is wise. Should be fully understood, this is the people on National Brand Emotional expression of this hope that the two sides through consultations as soon as possible is good, to determine a mutually acceptable termination method. In short, I hope Unilever full stop from the end of this month "MAXAM" toothpaste production, this is your repayment of the funds in a timely manner is also advantageous.
Huang Yabing into Unilever company lawyers despite only three years, participated in the reorganization of the assets of Unilever, on the "Chinese", "MAXAM" two trademark licensing situation clearer. He said the sales decline in recent years does give Management And business strategy issues. On the 'North American net' trademark, the Unilever company's board of directors on the second, Qi Delin Directors (the Chinese director, vice president of Shanghai Light Industry Group) for you to withdraw permission to use this trademark. Unilever made "MAXAM" have to develop, but the main direction of development of the export, use of Unilever sales Network Worldwide market expansion. As for the domestic market, not as a main attack brands. If the Shanghai Toothpaste Factory to be recovered, can be discussed, but not unconditional resumption. Now there are two trademark trademark fees fixed by the agreement in return unconditionally withdraw if it is not fair. "
I respect him from the three made a rebuttal. First, "MAXAM" the international market, we are very clear. "MAXAM" the best, the 14 million U.S. dollars in foreign exchange, and not more than 5 million U.S. dollars last year because of both low-grade raw materials into formula, and gradually lose the old customers, the product has been fabled reputation, leading brands have been dwindling.
Secondly, trademark fees, I also took part in negotiations on a new trademark agreement, that cost 15 million yuan fixed mark refers to the two brands, but did not require the same permission to use the two brands. If the "MAXAM" recovery, according to 99 years or 3 years before the average sales of the "Chinese" and "MAXAM" ratio, from 15 million yuan in net "MAXAM" section, it is easy to operate, and it is reasonable. I am an expert from Mp3 Player Manufacturers, usually analyzes all kind of industries situation, such as river city bikes , lightweight folding bikes.
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