139 Zhaojun brands rise "Zhaojun" heat

Hubei Daily All -Media Reporter Lei Weiwei Correspondent Qiao Changzheng

Xingshan, Zhao Jun's hometown. More than 2000 years ago, Wang Zhaojun, a messenger of Hang Hungary, was born in Zhaojun Village, Zhaojun Town, Xingshan County.

In recent years, Xingshan has played a celebrity effect, focusing on the Zhaojun brand. Walking Xingshan, the elements of "Zhaojun" can be seen everywhere.

The product was popular, but the "Zhaojun" trademark was snatched--

Zhao Jun lost "Zhao Jun" in his hometown

Drive from Xingshan County, climbing along the Panshan Highway, about half an hour later, came to Huangliang, Gaoshan Plain Town.

Back to Dashan, the spring water is sweet, and Hubei Zhaojun's hometown Liquor Co., Ltd. is located here. With a cup of tea, the chairman Hu Xingwen talked about the story behind Zhaojun brand.

Zhaojun's hometown wine company can be traced back to the Zhaojun Winery of State Xingshan County, one of the earliest local township enterprises.

In 1983, Zhaojun Winery built the wine workshop and produced the first bottle of wine 2 years later. At that time, Zhaojun Winery bartender came from a retired master from Wuliangye, Sichuan. After improvement, the bartender master added a kind of grain buckwheat brewing based on the five kinds of raw materials of red grains, rice, glutinous rice, wheat, and corn.

Around 1989, the registered trademark of the winery "Zhaojun Terrace" -This is the earliest trademark brand that contains Zhaojun elements so far, and has won the title of high -quality product of the Ministry of Agriculture in 1991. In 1995, Zhaojun Winery was the most popular, and there were more than 60 types of liquor categories. Zhaojun liquor is all the rage.

However, the good times are not long. Due to the lack of brand protection, the "Zhaojun" trademark was registered by a wine company in Inner Mongolia. In 2006, the use of the "Zhaojuntai" trademark right was bought out by a large wine company in Yichang. Since then, due to various reasons, Zhaojun Winery has gone downhill, and the market influence is slightly slightly influential, and it has slowly come to the situation of bankruptcy.

The exhibition hall of Hubei Zhaojun's Wine Industry Co., Ltd. shows different stages of liquor products. Whether it is the shape of the wine bottle or the packaging carton, it exudes Zhaojun's "charm". A 55 ° liquor marked with the "Zhaojuntai" brand, the packaging box is printed with the pattern of Wang Zhaojun's "still hug the pipa half -cover". The carton is yellow, as if telling the glory of drowning in history.

Four entering Inner Mongolia, I still have not received "Zhaojun" -

600,000 yuan to buy back "Zhao Jun's Hometown"

The turnaround appeared in 2009.

At the invitation of the local leadership, Hu Xingwen returned to his hometown to take over the closure of Zhaojun Winery. Earlier, he had drove and dug a mine. In 2002, he contracted phosphorus mining in Baokang County and earned the first bucket of gold in life.

On October 1, 2009, the restructured Zhaojun Winery's reconstruction and expansion project officially started; in January of the following year, the first bottle of new wine came out. In the following four years, the company has developed to the production scale of 5,000 tons of commercial wine and 1,000 tons of base wine. In the past, the old factory was rejuvenated, and the red fire scene was now. Hu Xingwen recalled that at that time, he invested more than 20 million yuan, leveraged more than 80 million yuan in loans, and Zhaojun Liquor's annual profit exceeded 10 million yuan.

However, as the hometown of Zhaojun, Xingshan people have always had "heart disease" -the brand of Zhaojun cannot be used. After several discussions, the government, investment departments and enterprises have decided to go north to Inner Mongolia to "repurchase brands".

"As soon as I arrived in the local area, I was taken a good lesson." The situation at that time made Hu Xingwen remember. As Wang Zhaojun's mother -in -law, Inner Mongolia's attention to the brand is surprising. Local companies have snatched more than 4,000 "Zhaojun" related brands.

"Can you buy it back to Zhaojun's trademark?" Hu Xingwen tried.

"You can't afford it!" The other party refused.

Hu Xingwen knew in his heart that the other party's intention was obvious: not selling!

Followed by retreating, can you jointly build the "Zhaojun" brand? Out of politeness, he sent someone to visit Zhaojun Winery. "Such a good brand, you do this, it is a pity to break the strange!" The guest shook his head and left a word.

Four before and after entering Inner Mongolia, Xingshan has not received "Zhaojun". Inadvertently, Hu Xingwen learned that another wine company in Inner Mongolia is transferred to the "Zhaojun Hometown" brand online at a price of 2 million yuan. He found an enterprise, saying that "to protect local brands, I would like to pay money to buy back the brand."

Moving by Hu Xingwen's sincerity, the other party agreed to reduce the price. In the end, the two sides sold at a price of more than 600,000 yuan. In January 2010, Hubei Zhaojun Hometown Liquor Liquor Co., Ltd. was established. In 2013, "Zhao Jun's Hometown" won the title of "Hubei Province".

Since then, the wine industry market has changed, and the wine company in Zhaojun's hometown has fallen into a temporary predicament. Hu Xingwen always insisted on "not regret".

Today, Xingshan is everywhere.

Cumulative more than 1.4 million yuan reward to develop the "Zhaojun" brand

After this experience, Xingshan County knows the preciousness of "Zhaojun".

"The cultural value of the brand is more important than the market sales. With the story of Zhaojun, brand marketing has a source of living water." Someone had bid 10 million yuan, purchased the "Zhaojun Host" trademark, and was rejected by Hu Xingwen.

Today, Xingshan is everywhere. Zhaojun Town, Zhaojun Village, Zhaojun Road ... The word "Zhao Jun" is integrated with Xingshan, becoming synonymous with the city. The county holds the Zhaojun Cultural Tourism Festival every year. Seven -year Zhaojun Cultural Tourism Alliance member units organize more than 170 types of cultural and creative products in Zhaojun series. The Wang Zhaojun Memorial Hall is also awarded the nation's first batch of ethnic unity and progress education bases in the country.

Song Yan, the person in charge of the intellectual property stocks of the Xingshan County Market Supervision and Administration Bureau, introduced that as of now, the county has registered 139 "Zhaojun" related brands, involving the tea industry, fruits, vegetables, honey, as well as tourism, cultural and creative products, etc.These include national well -known trademarks and regional public brands.As of now, the county's relevant departments have issued a series of policies to encourage enterprises to develop the "Zhaojun" brand, which has accumulated a total of 1.4 million yuan in reward funds.

Cao Hongwei, Secretary of the Xingshan County Party Committee, said that he will continue to protect the value of the cultural brand of "Zhaojun". By telling the story of Zhaojun's story, he will expand the soft power of cultural soft power and contribute to the construction of Qiangxian project.

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