Henan Hot and Sour Noodles: "Breakthrough" from the Dilemma of "Hi Eat"

Our reporter Liu Qiping

In the summer of early June, a news from the local mainstream media in Henan that "Henan hot and sour powder industry occupies 80% of the national market share" set off the public opinion circle

Status quo: "Hi eat" stirs up fire in the industry

Henan is a major agricultural province and the largest grain processing province in the country.

However, it is unbelievable that most of these companies register their company names and product trademarks around the word "Hi", and even professional trademark speculators in Fujian and Shandong also look at different trademark categories and play "edge ball" squatting "Hi" series trademarks were transferred to Henan Hot and Sour Noodles Enterprise

Speaking of the current situation of disorderly competition in the Henan hot and sour noodle market, Guo Xu, the founder of Henan Hichijia Food Group Co.

"The reason why the word 'Hi' is used as the company's name is because 'Hi' is a colloquial language of Chengdu

With the rapid increase in the market influence and popularity of the "Hi" brand name series products of the Hi Food Group, it has also attracted many imitation enterprises in food production in Zhengzhou, Jiaozuo, Shangqiu and other places in Henan, and even professional trademark registrants in Fujian and Shandong will also rush to The marked "Hi" series of trademarks were transferred to Henan enterprises.

In order to protect the fast-rising "golden signboard" of Henan's hot and sour powder industry, Hi Chijia Group began to focus on the launch of "Bright Sword", a low-quality and low-priced hot and sour powder company with a package of 9.

However, the tree wants to be quiet and the wind does not stop.

Breakthrough: Intellectual Property Experts Offer Suggestions

"The brand is not strong, and the ground is shaking

Wang Ruiguo is the chairman and professor-level senior engineer of Henan Food Industry Research Institute Co.

"The outer packaging of an enterprise's products is composed of many elements such as commercial logos, trademarks, product names, advertising slogans, color patterns, etc.

At the symposium, several manufacturers of Henan hot and sour noodles were deeply touched by the suggestions of experts and scholars

In this regard, Wang Su, President of Henan Intellectual Property Research Association and Dean of the Intellectual Property School of Zhongyuan University of Technology, concluded that Henan Hot and Sour Noodles is facing a severe situation of external and internal troubles, and a group of leading enterprises should bravely take responsibility for industry self-discipline and high quality.

Editor in charge: Xiao Zhihan Review: Wang Jinchen