Analysis of Trademark Dispute Between Enwise Holdings and Hla Group

Based on the information I collected, here is a detailed analysis of the trademark dispute between Enwise Holdings and Hla Group:

is an enterprise focused on meeting the nutritional care needs of Chinese infants and young children, with main businesses covering two segments: baby food and infant hygiene products. It is currently undergoing IPO review on the Beijing Stock Exchange, and its initial public offering is scheduled to be reviewed on December 22.

is a leading domestic men’s wear enterprise that has actively promoted the “Youthification + Multi-brand + Overseas Expansion” strategy in recent years. Among them, the baby brand “Enwise (YeeHoO)” is an important part of its diversified layout. According to the prospectus, Hla Group’s other brands (mainly including OVV, Enwise and Hla Select) contributed revenues of RMB 2.175 billion, RMB 2.218 billion and RMB 1.715 billion from 2022 to 2024, accounting for 12.1%, 10.7% and 8.6% of total revenue respectively [1][2].

According to search results, there is indeed an overlap in the brand name “Enwise” between the two companies. As a baby food enterprise, Enwise Holdings has a direct conflict in brand identification with Hla Group’s baby brand “Enwise (YeeHoO)”. This brand overlap may cause consumer confusion and pose potential impacts on both parties’ market positioning and brand building.

From public information, this trademark dispute has

and is still in the process of legal proceedings.

• High brand differentiation
  : Enwise Holdings mainly focuses on the baby food sector, while Hla Group’s Enwise brand is mainly positioned in the baby clothing sector; there are differences in product categories between the two [1]
• Channel differences
  : Baby food is mainly sold through mother-and-baby stores, e-commerce and other channels, while baby clothing relies more on clothing retail channels
• Overlapping target consumer groups but different needs
  : Consumers of baby food focus on food safety and nutritional content, while consumers of baby clothing pay more attention to material and design

• Brand cognition confusion
  : Confusion about brand ownership may arise in consumers’ minds, especially in the information-asymmetric markets of third- and fourth-tier cities
• Restricted market promotion
  : Legal risks and resource dispersion may be faced in brand promotion and marketing activities
• Capital market impact
  : For Enwise Holdings, which is undergoing an IPO, the trademark dispute may arouse investors’ concerns about its intellectual property protection capabilities [1]

According to Frost & Sullivan data, the Chinese baby food market is highly competitive. As a regional brand, Enwise Holdings needs to compete with national leading enterprises such as Feihe, Yili and Mengniu. If the brand dispute cannot be properly resolved, it may affect its market expansion strategy.

1. Limited direct impact on market share
   : Given the differences in product categories, the short-term impact on Enwise Holdings’ market share in the baby food market is not expected to be significantly negative

2. Urgent legal risks to resolve
   : The unresolved trademark dispute may become a focus of attention in Enwise Holdings’ IPO review; it needs to be properly resolved or obtain clear legal opinions before listing

3. Brand differentiation strategy
   : It is recommended that both parties clarify brand boundaries through legal channels to avoid consumer confusion, and consider brand upgrading to achieve differentiated positioning

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[1] The Paper - “IPO Weekly | 3 New Stocks to Subscribe This Week, Apple Consumer Electronics Supply Chain Company Arrives” (https://m.thepaper.cn/newsDetail_forward_32226398)

[2] TouziJie - “Raking in 20 Billion Yuan a Year, Jiangsu Men’s Wear Giant Acquires Company Set for Secondary Listing” (https://news.pedaily.cn/202512/558156.shtml)