The Spirit Of "Creating China" Needs To Be Further Developed.

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In fact, it is not uncommon for our domestic sports brands to have similar trademarks and names with foreign sports brands.

There are also brands such as "Adi Wang" and "Jordan sports".

In this regard, experts believe that the spirit of "China creation" needs to go deeper. Some brands should identify their location and persist in innovation. Only if they do not break through and innovate, will the future development be sustainable.

The reporter understands that the new brun leader is legally entitled to the right to use his trademark, and the sponsorship of the relevant sports events has no objection on the commercial level.

The reporter once came to the new boulun to run the exclusive store in Xicheng District coal street, Beijing. The salesperson told the reporter that the new Bai Lun leader had more than 4000 stores in the country, the products sold were in accordance with the legal requirements, and told reporters that the new lead had nothing to do with New balance.

In the 80s and 90s of last century, a large number of manufacturing industries developed in Fujian and Guangdong.

Manufacturing plant.

With cheap labor and convenient geographical location, some of them have become overseas foundry factories, while others have chosen to create their own brands.

After twenty or thirty years of development, apart from the emergence of enterprises such as Anta and Lining, some enterprises began to "learn from" the names and trademarks of some foreign brands, and made a large number of trademarks and names similar to well-known brands and registered them as legitimate trademarks.

However, due to the "too much" intention of "borrowing", it often faces the risk of being prosecuted by a copycat.

Among them, Jordan sports is the best among them, but it is also the most popular brand of Shanzhai disputes.

Jordan's dispute between sports and sports star Michael Jordan is a "protracted war".

Since February 2012, Michael Jordan has prosecuted for the infringement of his right to name on the basis of the registration of a trademark dispute, and applied to the Trademark Review and Adjudication Board of the General Administration of industry and Commerce for the cancellation of the 78 related registered trademarks of Jordan sports.

In April 27, 2013, the second intermediate people's Court of Shanghai held a trial of the plaintiff Michael Jordan's lawsuit against the defendant Jordan sports Limited by Share Ltd and Shanghai Bai Ren Trading Co., Ltd. in the case of name right disputes. "Jordan sports" lawyer said in the trial that the brand was named "Jordan" in Chinese, in fact, it meant "the grass in the South".

After many trials, Jordan sports's listing plan has been dragged on.

Jordan sports, even because of the company's IPO blocked, sued the "flying man" Michael Jordan, asked him to stop violating Jordan's sports reputation rights, and compensate for the loss of $8 million.

An insider who asked not to be named told reporters that Jordan sports had registered a series of Jordan's words and trademarks with the popularity of Michael Jordan, which was intended to open the market. Some consumers were confused and confused.

There are two main reasons for the dispute over the growth time. On the one hand, Michael Jordan himself has not instituted a lawsuit in the five years since Jordan registered the trademark in sports. The time limit has passed, so trial is difficult. On the other hand, Jordan sports is regarded as the "leader" in the "edge ball". The market share has been quite large, and the cancellation of the trademark needs careful consideration.

According to the relevant information, Jordan sports is one of the top 100 enterprises in Fujian and the top 30 enterprises in Fujian Province, and has won the honor of "national inspection free products" and "China famous brand".

In addition to Jordan sports, there are some "Li Gui" brand performance is shocking.

In April 2016, Martin, a brand name from Fujian, held a high-profile brand conference. Its trademark and business name were very similar to the American sports brand Andrea, and then there was controversy.

In June 29, 2016, Andrew went to the court in Fujian province Ting Feilong sporting goods Co., a brand belonging to the Martin brand, claiming at least 100 million dollars.

Brands like AKO Martin are mostly located in the low-end market, targeting young consumers in three or four tier cities and even townships and markets. The quality of products is not guaranteed, and there is no plan for brand building.

"Adi Wang" and "Yao Ming generation" have all been prosecuted by Adidas and Yao Ming themselves. Finally, they have to give up their trademarks and names, and survive in the pressure of public opinion and the prosecution of plagiarized objects.

According to reporters, like

The company is also actively reversing its image, enabling more consumers to understand products through sponsorship events and public service.

Persisting in innovation is the core competitiveness

Sun Dehua, a lawyer of Qingtian law firm in Beijing, believes that some consumers who have played the "edge ball" can still have some market space because of the lack of purchasing power and discrimination ability of some consumers.

But at present, the development of the Internet has led to the expansion of the scope of information dissemination, and the brand awareness of consumers has been improved. Consumers can understand the difference between brands, plus the trend of increasing consumption ability and upgrading consumption, and the development space of these brands is becoming smaller and smaller.

A marketing personage who does not want to be named thinks that in fact, from the current situation, though the disputes between Jordan sports brand and Michael Jordan are in a great uproar, Jordan sports must have a clear question: who is his competitors?

He said that if consumers had always been a major player in international sports, such as AIR JORDAN's fans, they would not choose Jordan sports products.

It is hard to imagine that the two "Jordan" will have the same group of consumers.

Many of the Jinjiang sports brands that once relied on plagiarism started to walk slowly on their own products and designs. After Jordan sports, they wanted to carry out the original Chinese design, especially the product line, which slightly increased the price to a higher profit direction, which is more difficult than its real competitors, Anta, 361 and XTEP.

In his view, Michael Jordan's lawsuit is a way of increasing "popularity" from a certain angle. Although the impact of this method is positive or negative, the competition with domestic sports brands is "real ammunition".

For Jordan sports, even if we can use the name "Jordan" in the future, we will know how many products we can sell or how much we can compete with domestic sports brands.

He confessed that although some of the brands, such as Anta and XTEP, have been similar to some of the major international brands in recent years, these brands have also been making their own design.

For example, the introduction of some star signatures and key efforts to target children.

The children's wear brand line aims to occupy the two or three tier city market while covying the more lucrative market.

Domestic brands do this in the hope of enhancing brand value and brand competitiveness, not just selling products themselves, but also preparing for future sustainable development.

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The red sea becomes "Blood Sea". The longer Jordan sports and Michael Jordan tear, the consumer psychology and consumer market are likely to favor its direct competitors.

Related experts of the China clothing association industry ministry said that the rise of Shanzhai made the "made in China" once popular all over the world, bringing about the rapid growth of GDP, but at the same time, it seemed to let China become a world factory.

Now, in the impression of people, "made in China" is the pronoun of low end: low profit, less research and development, low production and high pollution, and high-end brands become the exclusive interests of European and American enterprises.

He believes that upgrading from "made in China" to "made in China" has become a national strategy. If some domestic enterprises do not have the spirit of innovation and lack of the idea of losing brand innovation from a strategic height, the future development will not be sustainable.

In fact, some familiar brands have a history of "Shanzhai" at the beginning, but if enterprises are trapped in Shanzhai thinking, they will not be able to break through or innovate.

For enterprises, starting from their own reality, we should grasp the initiative of innovation, make innovative decisions that are suitable for our enterprises, and constantly improve the level of innovation, so as to embark on an innovative road suited to the development of our enterprises, so that enterprises can always maintain their vigorous vitality, so that we can continue to make new development.