Sooner Or Later, The Brand'S Original Sin Will Pay A Heavy Price For The Brand Itself.

The modern version of "Li Gui's encounter with Li Kui" is again staged today.

At present, American NBA basketball star Michael Jordan sues Jordan sports Limited by Share Ltd in a Chinese Court (hereinafter referred to as "Jordan company" and "Jordan sports"), Michael.

Coincidentally, in mid January 2012, some consumers filed a lawsuit against the Haidian District people's Court of Beijing, claiming that the Jordan brand clothes purchased from the Jordan dealer premises were not told that they were not related to the US NBA basketball star Jordan, causing misleading and fraud to consumers.

First, the "brand original sin" will sooner or later make the brand itself pay a heavy price.

As early as in November 21, 2011, the brand risk was listed at the top of the risk factor of the Jordan sports Limited by Share Ltd prospectus published by the SFC.

The major prompts also mention that the risk factors that need special attention are trademarks and firm risks.

However, the prospectus disclosure: "Jordan" as an ordinary foreigner's surname is not specific, and has no corresponding relationship with the former NBA star Michael Jordan.

And Michael Jordan has never issued any rights or claims to issuers on issuers and Jordan's "registered trademarks". There is no dispute and potential dispute between Michael and Jordan.

In Xiaobian's view, Michael Jordan, as a famous American basketball star in the world in the 90s of last century, has also had a great impact on the Chinese sports community. The Chinese media and the public call it "Jordan" in the name of their surnames in terms of their calling habits. Obviously, there is a corresponding relationship between them. Especially in sports, its direction is basketball star Michael Jordan, representing the same person.

Just like the Chinese basketball star Yao Ming's appellation in the United States, Americans call Yao Ming "YAO" and Yao Ming's jersey is also printed with "YAO".

However, because Yao Ming's popularity in the United States is very high, according to the American people's appellation habits, "YAO" refers specifically to "Yao Ming" rather than an ordinary Chinese surname.

Two, Jordan is less likely to win the lawsuit.

According to Xiaobian, according to China's current laws, Jordan is less likely to win the lawsuit.

According to statistics, Jordan company's sales revenue in 2011 has nearly 3 billion yuan, so Michael Jordan's claim amount may be hundreds of millions.

In addition, if the court finds that the trademark and firm do infringe upon Michael Jordan's right to name, then the legality of the trademark and trade name will cease to exist, and the possibility of being revoked by the trademark office or the court is greater.

The "Jordan" trademark and trade name are one of the most important intangible assets of Jordan company. The loss of "Jordan" trademark will have a fatal impact on Jordan's continuous profitability.

Therefore, whether it is from the claim amount or the impact on the company's continued profitability, it should be a major litigation and the court may handle it as appropriate.

Three.

Jordan sports has passed, but this lawsuit obviously has a significant impact on the company's future operation and sales and investors' investment decisions.

According to the provisions of the fourteen provisions on the management of information disclosure of listed companies, Jordan sports should write to the SFC in writing, and amend the prospectus or make corresponding supplementary announcements with the consent of the SFC.

Fifty-fourth measures for the management of IPO and listing: the content and Format Criteria of prospectus are the minimum requirements for information disclosure.

Regardless of whether the criteria are clearly defined, any information that has a significant impact on investors' investment decisions should be disclosed.

From the above analysis, the impact of this lawsuit can not be ignored, it may delay or even disrupt the Jordan sports listing process, and even face "the two meeting".

Jordan sports if the listing process is going smoothly, under the pressure of this public opinion, what will be the issue of the stock issuance of Jordan sports? Xiaobian believes that, because potential legal risks can not be excluded, such as enterprise name correction, consumer prosecution and so on, even if Jordan sports smoothly listing, the risk of company earnings is still large, which may lead to lower price than expected.

A "Jordan sports" was sued, behind which appeared more than a dozen or even dozens of "Jordan sports".

In the whole market of China, there are many phenomena similar to the names of registered celebrities.

Facing the critical moment of Jordan sports listing, facing the United States