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快消行业为何频现“抄袭门”

2017-09-08 07:02:25   中国经济网

长期以来,快速消费品行业同类企业之间因为产品、包装相似而引发的纠纷不曾间断。从王老吉和加多宝的红罐之争,到伊利和蒙牛的QQ星抄袭案,日前两大火腿肠生产企业双汇和金锣又因为“抄袭门”打得不可开交。

今年5月份,河南双汇把大庆金锣告上法庭,称金锣的两款火腿肠“新马克王”和“波罗米亚”在包装和装潢上涉嫌仿冒,要求金锣立即停止侵权并赔偿经济损失。此前,在金锣推出“肉粒多”时,双汇马上跟进推出了“肉粒王”,两款产品在包装和装潢上也很相似。据悉,就在同一家法院,金锣就双汇肉粒王仿冒抄袭一事起诉,未来有可能两场官司同时上演。

由于快消产品高频、低利润、热点轮换快,如何抓住消费者是企业关注的热点。某家企业推出了一款热销产品,同行往往会迅速跟进。纵观整个火腿肠市场,不难发现各品牌产品相似的现象严重。台式烤肠系列、椰果香肠系列、Q趣Q香系列、玉米热狗系列、加钙王系列等,这样的产品模仿秀时不时就会上演,长着“兄弟脸”“雷同名”的产品比比皆是。

那么这次双汇为什么要起诉金锣抄袭呢?从二者的营收数据上可以看出一些端倪。2017年上半年,双汇财报显示其总营收为240.45亿元,同比下降5.81%,但金锣上半年整体销售额增长超过10%,远超行业平均水平,直接威胁到双汇的行业老大地位。这次双汇起诉金锣,或许正是双汇欲夺回市场的一种竞争方式。

我国虽然是全球第一的肉类生产加工及消费大国,但只有不到17%的肉类用于加工肉制品,发达国家多在80%以上。这说明我国的肉类制品在精深加工方面存在着很大差距,有着巨大潜力。随着我国城乡居民收入水平提高和消费方式的转变,对于深加工肉制品的需求显著上升,国内企业应着眼于产品创新和消费升级,生产高附加值的高端低温肉制品等,共同做大市场,而不是一拥而上互相抄袭。

首先,要加大创新力度,优化升级产品,满足不同消费者的个性化需求。消费者对食品的需求,早已从“吃饱”升级到了“吃好”,消费者有意愿也有能力消费更加健康、营养的肉制品。整个肉制品行业,近年来虽然也有肉粒多、无淀粉等升级产品,但整体上看,消费诉求散乱,产品价值不明,未能实现品类的整体升级。其次,要加强企业自律,确保食品安全,增强消费者对于整个行业的信心。双汇和金锣等龙头企业应全面落实新的食品安全法,对全产业链上下游严格管理,保证肉制品行业持续健康发展。最后,针对年轻的消费群体,如何拓展电商渠道、如何增强品牌活力等,也是肉制品企业需要考虑的。

今年以来,生猪价格比2016年底下降约20%。巨大的市场需求加上猪肉价格的下降,这是肉制品企业难得的发展良机。双汇和金锣等龙头企业,与其把精力放在互相诉讼,不如从竞争走向竞合,互相学习借鉴,齐头并进,共同把行业做大做强,为消费者提供更多优质产品。(原文来源:经济日报 作者:秦海波)

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