How To Say Goodbye To "Jordan Sports Style" Original Sin Is An Urgent Issue Facing Chinese Enterprises.

　　 Jordan Sports are rather boring recently. At the critical moment on the eve of its listing, Jordan, a former American basketball superstar, issued a statement in February 23rd claiming that he had filed a lawsuit against a Chinese court accused Jordan of using his name without any permission and misleading Chinese consumers without permission. For a while, public opinion was in an uproar. Although Jordan's performance in sports was calm, he said he had not yet received a notice of response. However, it is obvious that this time Jordan's sports trouble will not be small. Jordan sports is seeking to be listed in China. Its IPO application was approved by the SFC in November 25th last year. Now, Jordan's transnational prosecution has brought about changes in the listing process.

Jordan's indictment order, including the author, is very surprising. I always believe that Jordan sports and Jordan exist, including SOHO China CEO Zhang Xin, famous commentator Ma Guangyuan and other celebrities also said on micro-blog, has always thought Jordan sports is Jordan's company in China. So Jordan said Jordan sports misleading Chinese consumers also said that is not false. Although Jordan sports has spent a lot of space in the prospectus previously disclosed to try to clear up the relationship with Jordan, including no commercial relations and no publicity of Jordan's image, Jordan has no corresponding relationship with Jordan as an ordinary foreigner, but his prospectus also shows Jordan sports registered "Jeffrey Jordan", "Markus Jordan", "JIEFULIQIAODAN", "MAKUSIQIAODAN" and their variants, and these are the Chinese translations of the two sons. I am afraid this is not just a coincidence.

At this point, the basic fact is that Jordan sports uses the "registration first" principle of trademark law to preemptive registration, obtains the exclusive right of "Jordan" trademark, and objectively makes consumers associate Jordan sports with Jordan himself, which is equivalent to indirectly using Jordan's image.

The final legal ruling of the lawsuit is not yet known. However, no matter what the conclusion is, Jordan sports will be a result of "losing". On the one hand, Jordan's litigation will increase the listing variables of Jordan sports, and the process of listing will be blocked. This will break the established development strategy and even lead to the crisis of capital chain. On the other hand, the brand of Jordan will make him face huge risks in the overseas market expansion and capital operation, and the development space will be hindered; on the third hand, because of suspected misleading consumers, Jordan's sports brand image and reputation accumulated over the years will be damaged, which will be a heavy blow.

Jordan sports developed from a small factory in Jinjiang, Fujian Province in 1984 to 2010. The company's sales revenue was 2 billion 930 million yuan, and it was located in the listed autonomous movement. Clothes & Accessories Brand Company, the sixth place, can not rely solely on the "Jordan" free ride. The two generation of business operators nearly thirty years of hard work and pay, after the baptism of the market has achieved today's results. Wouldn't it be a pity if we suffered major setbacks?

In the capital, Marx vividly described the profit seeking nature of the capital. He even cursed: "capital comes into the world, from head to toe, and every pore drips blood and dirty things." Because of this, there are all kinds of original sin in the commercial world. With the progress of social civilization and the improvement of democracy and legal system, what modern society needs is an enterprise that is born clean and has a sense of social responsibility. If an enterprise becomes a brand, it must accept a more rigorous scrutiny. At that time, it is difficult to escape the original sin, and the enterprise even needs to pay a heavy price for it. From the return of the hall to Jordan's sports.

What is worrying is that the situation of "Jordan sports" in Chinese enterprises is not uncommon. Apart from Jordan, there are Kobe cards and Iverson cards. If these enterprises try to become bigger, they will also face the original sin of Jordan sports style. If there is such a problem, it is necessary to make an early decision to avoid any trouble. The predecessor of the sports apparel brand is Buick (Fujian). shoes Ltd., in order to avoid trademark disputes with Buick brand of general motors, Buick changed the brand name to 360 degrees in 2004, and solved this potential risk.

Chinese enterprises are experiencing the process of seeking to be bigger and stronger and realize branding. How to say goodbye to the original sin of "Jordan sports style" is an urgent issue facing Chinese enterprises. Here, I remind enterprises to consider not only legal risks but also public relations considerations when making customized strategies. Simply speaking, they should take into account the interests of the public, social ethics and social responsibility while pursuing their own interests, that is, respecting the interests of stakeholders and seeking for the harmonious development of both inside and outside. Only in this way can enterprises avoid the risks and risks to the maximum extent.