The Lanqin Lozenge Controversy: A Brand Trust Crisis Triggered by a "Clever" Trademark
In recent days, the "Lanqin Lozenge," endorsed by the popular star Wang Yibo, has become the center of public attention. Many people's first reaction was: "Is this really a medicine or just a candy? Why is it called 'Lanqin' if it doesn't contain Isatis root or Scutellaria root?"
As a financial observer, I have carefully analyzed this incident. In simple terms, Lanqin Lozenge is legally compliant, but in terms of business ethics and consumer perception, it has crossed the line with what can be considered "clever marketing." This is not just about a candy; it also reflects how traditional pharmaceutical companies exploit trademark regulations when expanding their brands, and the backlash such strategies can face in the age of social media attention.
Here is my in-depth analysis of the event:
1. The Identity Mistake: It's Neither Medicine Nor a Health Supplement, Just a Candy
First, let's clarify the nature of Lanqin Lozenge. Many consumers assume that "Lanqin" implies a medicinal product or a health supplement containing traditional Chinese herbs. In reality, it is just an ordinary candy.
- Legal Classification: According to Yangtze River Pharmaceutical's official classification, "Lanqin Oral Liquid" is the only medicinal product. Lanqin Lozenge, solid beverages, and herbal teas all fall under the category of "big health products," which are essentially ordinary foods.
- Ingredient Facts: Since it is a food, traditional Chinese herbs cannot be added to it arbitrarily. According to the list of 106 "food and medicinal substances" issued in China since 2002, Isatis root and Scutellaria root are not among them. This means that if Lanqin Lozenge did contain these herbs, it would be in violation of regulations. Therefore, the manufacturer's claim that no such herbs were added is accurate from a food safety perspective.
Put simply: It's like how "Wang Laoji" is a herbal tea beverage, but if you buy "Wang Laoji gum," it doesn't actually contain tea leaves—it's still legal. The problem is that the name is too similar, leading to confusion.
2. The Trick of Using a "Clever" Trademark: Turning a Ingredient Name into a Brand Name
The core of the controversy lies in the word "Lanqin."
"Lanqin" was originally an abbreviation for "Isatis root" and "Scutellaria root," the main ingredients of the medicine. After launching Lanqin Oral Liquid in 1999, Yangtze River Pharmaceutical quickly registered the "Lanqin" trademark. This led to a situation where "Lanqin" went from being a descriptive term for the ingredients to a legally protected brand name.
- What is "clever marketing with trademarks?" CCTV has exposed similar tactics, such as "Huiyuan 100% Juice" (which may not actually contain 100% juice) or "Qianhe 0% Soy Sauce" (which may not contain any additives). The common theme is using suggestive terms as trademarks and then using packaging to make consumers think they represent product attributes, not the brand name.
- The Trick with Lanqin: The packaging of Lanqin Lozenge claims it is the "creator of Lanqin," yet the ingredients list does not include Isatis root or Scutellaria root. Logically, it should be called "Lanqin Brand Lozenge." The manufacturer uses the fame of the "Lanqin" trademark to create the illusion that it is a derivative of the oral liquid with the same effects.
- Official Response vs. Actual Practice: Yangtze River responded, "Please do not deliberately confuse ordinary foods with medicines." Ironically, in August 2025, Yangtze River itself announced a new "Lanqin brand strategy," grouping the oral liquid (medicine) and lozenge (candy) under the same brand name. It's like selling medicine and candy together without mentioning it, creating an impression of similarity, and only reacting when questioned. This approach of pretending to be innocent when issues arise is exactly what led to public criticism.
3. A Historical Legacy: From "Trademark Theft" to "Defensive Registration"
The confusion around "medicine and candy" stems from a complex history of trademark disputes:
- Stage 1: Exclusive Period (1999-2012): When Lanqin Oral Liquid was launched, Yangtze River registered the "Lanqin" trademark for medicinal use. At that time, "Lanqin" was essentially synonymous with the company's exclusive medicine.
- Stage 2: Trademark Theft (2013-2017): As Lanqin Oral Liquid gained recognition, other companies began to register the "Lanqin" trademark in various fields, including clothing, personal care, beer, and medical devices.
- Stage 3: Defensive Expansion (2018-Present): To protect the brand, Yangtze River registered over 100 "Lanqin" trademarks unrelated to medicine, including for foods and candies. The key point is that, although they registered many trademarks, the actual packaging of Lanqin Oral Liquid uses another trademark, "Longfengtang."
- Put simply: It's like a person named "Li" registering the name "Li" as a trademark and requiring only their candies to be called "Li Brand," while their medicines must be called "Zhang Brand." As a result, consumers associate the name with candies, not medicine. This misuse of trademarks is a historical issue that contributes to the current controversy.
4. The Embarrassing Classification: It Might Not Even Be an "Ordinary Food," but a "Convenience Food"
Another overlooked detail is that Lanqin Lozenge might not even qualify as an "ordinary food" but rather a "convenience food."
- Trademark Classification Issues: The "Lanqin" food trademark applied for by Yangtze River does not include "candy" or "convenience food" in its categories. Trademarks for "candy" fall under the "convenience food" category, and Yangtze River has registered nine such trademarks.
- Why This Matters: From an intellectual property perspective, Lanqin Lozenge is a convenience food. Consumers often associate convenience foods with high processing, lower health benefits, and fast consumption. The manufacturer claims it is an ordinary food to appear more natural and healthy, but the legal classification suggests otherwise, adding to consumer confusion.
5. The Backlash from Social Media: The Star Endorsement Magnified the Costs of Clever Marketing
Finally, let's talk about Wang Yibo's endorsement:
- The Double-Edged Sword of Stardom: Without Wang Yibo's endorsement, Lanqin Lozenge would have likely gone unnoticed, and its ingredients and trademark would not have been scrutinized. However, his involvement brought significant attention, magnifying the issue.
- Consumers' Scrutiny: They started to evaluate the candy using the same standards they would for medicines and the brand's integrity.
- The Collapse of Brand Trust: Ordinary consumers don't need to understand complex trademark laws. They see:
1. The name "Lanqin," which suggests a medicinal product.
2. The packaging claiming it is the "creator of Lanqin," implying authority.
3. The absence of Isatis root and Scutellaria root in the ingredients.
4. The manufacturer's denial of confusion while promoting both products together.
- This attempt to benefit from the medicine's popularity without taking its responsibilities led to public disdain.
Summary and Recommendations:
The Lanqin Lozenge incident is a typical example of a traditional pharmaceutical company's failure in "clever marketing" during brand expansion.
- For Consumers: Before buying lozenges, check the ingredients. If they don't contain Isatis root or Scutellaria root, it's just a candy with no medicinal effects.
- For Companies: Brand expansion should not rely on exploiting loopholes in regulations. When using a trademark like "Lanqin" for non-medical products, clearly label them as such and avoid misleading terms like "creator" or "derivative." Otherwise, the more attention you get, the greater the backlash.
- For Regulators: With new trademark laws, such practices will be more strictly regulated. Companies should adjust their branding strategies to avoid operating in grey areas.
In conclusion, thanks to Wang Yibo's unexpected endorsement, we have seen the behind-the-scenes business logic of Lanqin Lozenge. For the general public, understanding the truth and making rational choices is the best way to deal with clever marketing.