According to the daily law and order newspaper, in recent days, cases of unfair competition between the two leading domestic dairy companies, eli and mono, have been closed。
The jiangsu provincial high people's court, in its second instance, rejected both appeals, upheld the judgement, ordered mono-cow to cease its unfair competition immediately and compensated ili for its economic losses and reasonable expenses totalling $5 million。
Ely's “golden house” pure milk product, which began in 2006, has become a well-known market brand. In august 2020, elli introduced a new “goldard” milk packaging by a professional design firm, which created a visual style of both decorative and identifying through a well-designed combination of elements and colour. As of december 2023, the cumulative sales of this product amounted to tens of billions of yuan, accounting for about 10 per cent of the national market for liquid milk and billions of yuan in advertising, with a certain market visibility and influence。
At the end of 2023, the milk “selected range” introduced by mong cow attracted the attention of ili. Both products are coloured as "milk bottom + ink green elements" with white fonts for green bottom frames in ink on top of the front, the word "pure milk" and the fonts, colours and positions indicated for the net content, and the right-hand illustrations are based on green steppes, combining elements such as cows, pastures and similar styles. More notably, mong cow did not highlight the main brand of "mong cow" on the front of the packaging, except for a small side note, while the "selection ranch" was determined by the national intellectual property agency to lack source identification functions。
After the lack of results, the company filed a complaint with the nanjing city intermediate people's court, demanding that the company immediately cease its violations, compensate for economic losses and reasonable expenses incurred as a result of stopping violations, amounting to $20 million, and publish statements in the media to eliminate the impact。
