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Who Is Creating Opportunities For "Famous Brand"?

2008/7/22 15:03:00 9

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According to the figures, there are nearly ten thousand famous brands in the clothing industry, only more than 100 of them are "old people".

Why are "brand names" so rampant in the market? How are they developed and who are pushing them forward?

Consumers: Vanity

Xiao Wang is an employee of a foreign company. When he goes to the clothing wholesale market to buy clothes, he sees a coat marked "Montagut", which sells for only 200 yuan, and buys one at once.

After that, Xiao Wang wore this "Montagut" jacket almost every day and felt very proud.

When interviewed consumers, some consumers do not understand the truth of these "brand names".

Many consumers do not even realize that their purchase is not a brand name at all.

However, some consumers think that the quality of "near brand" is also good, the style is novel, the price is not high, it is very "affordable", and more importantly, it does not feel different when worn on the body.

Experts believe that it is this mentality that has made the sale of "near famous brand" sell. Some dealers have been selling "famous brand" as well.

Dealer: do not advertise or sell

In Beijing Dahongmen clothing market, visited several "near brand" clothing store.

Reporters found that independent brands made many publicity advertisements on the external walls and other places of the clothing market, but the "side brand" did not make any publicity.

Magazines or newspapers are rarely found in fashion advertisements.

In a "Golden Fox" clothing brand shop, the reporter wanted to talk to a person who looks like a boss in a clothing store: "where is this brand? How has it never been seen in TV and newspapers?"

He immediately answered the reporter's words, "this has not yet been heard. Is such a big international brand still used for advertising?

We all know. "

In a "famous brand" clothing store familiar by a reporter, his boss told reporters why he sold "brand name" clothes.

He said: "the threshold of the clothing industry is low, and there is not any capital foundation when starting the clothing business. If we choose to act as an international brand, we need to spend a lot of money, and they need very high demand for agents. If the agent's domestic brand, in addition to spending money on goods, we should also do publicity to improve brand awareness and have certain risks.

It is much easier to represent these "brand name" clothes, and these brands have a certain reputation. They do not need to do a lot of publicity advertisements, and some consumers do not know much about the "brand name", so it is difficult for them to distinguish the true from the false.

More importantly, although these brands are under the name of international brands, they are sold at the price of domestic brands, and the styles and quality are not bad, of course, they are easy to sell.

When a reporter asked, "if one day, consumers understand the truth, can they still sell?"

He said, "if we earn a certain amount of money that day, we can go to other brands."

"Famous brand" enterprises:

Loopholes in the law

A cheap commodity, which was originally worth tens of dollars, will rise rapidly once the brand name is nearby. Although it is not as high as the price of the real international brand, the retail price in the market is also hundreds of dollars, and it is very popular.

The reason why some garment enterprises choose "near the famous brand" is not only the driving force of high profits, but also one of the important reasons is that our legislation in this area is lagging behind, which makes the "famous brand" people have the opportunity to drill.

In the regulations on the administration of enterprise name registration, the sixth provision states: "an enterprise shall only use one name, and it shall not be the same or similar to the registered enterprise in the same jurisdiction within the jurisdiction of the registration authority."

According to the above provisions, as long as it is not in the administrative area above the same county level, any person can register with other counties or prefectural jurisdictions whose names are the same or similar.

For example, one person registers a garment company in Shenzhen, and another person can register a certain Footwear Company in Shenzhen with the same name.

This enables some "near brand names" to take advantage of them.

Moreover, although the Trademark Law of China protects the registered trademark, it does not explicitly restrict the use of the registered trademark as the name of the enterprise.

According to the relevant laws and regulations of our country, only when the registered trademark of an enterprise is identified as a well-known trademark in China, will it be entitled to stop others from using the name of its registered trademark as an enterprise name.

For example, after "AOKANG" was identified as a well-known trademark, AOKANG companies began to initiate a tort lawsuit against enterprises using the name "AOKANG" as the enterprise name.

"Brand name" is a manifestation of new unfair competition, but China's "Anti Unfair Competition Law" does not list it as an unfair competition behavior, resulting in the law enforcement departments unable to punish the "brand name" behavior in accordance with the anti unfair competition law.

Li Mingde, deputy director of the intellectual property research center of the Chinese Academy of Social Sciences, believes that some people take advantage of legal loopholes to conduct unfair competition. They should not only blame enterprises for breaking the law, but should also look back at the legal system, including a series of industrial and commercial administration regulations.

A staff member of the registration office in Beijing's lower reaches of the Shang Hai learned very well about the behavior of the famous brand. He believed that in addition to improving the relevant laws and regulations, governments at all levels and the media should also strengthen the crackdown on brand names, and resolutely refuse to give them green light.

At the same time, we should increase the guidance of consumer consumption concept and consciously resist the "famous brand" products.