The Real Brand Dares To Face The Truth Of The Market.

April 26th is the World Intellectual Property Day.

The Supreme People's court chose to reassess Jordan and the star on this day.

Trademark disputes.

This lawsuit has been fought for more than 4 years, and the retrial on this day is of special significance.

The case of "star Jordan" prosecuting "Jordan sports" will bring many people in the industry to another infringement case in the sporting goods field -- Adidas sued the king of ADI.

The trial of this infringement case is equally lengthy, from August 2008.

The prosecution of King Adidas infringement began. It took nearly 5 years to reconcile the two sides in May 2013. Finally, the Chinese trademark and triangle mark LOGO of "ADI king" were pferred to Adidas without compensation.

Since then, the "ADI king" has fallen out of public view, with only one feather flying.

Sports brand

In the early stage of development, it was called Buick shoe industry. Before and after 2003, Buick motor entered China, the two sides reconciled, Buick shoes industry disappeared, and bravely did their own "31 degree".

The brave turn of Buick shoe industry is legendary in Jinjiang business community.

"Star Jordan" prosecuted the background and the origin of Jordan sports. I do not want to repeat it. When an enterprise develops at the beginning of its development, if it takes the opportunistic psychology to scale up, it will inevitably pay for the reckless action of that year.

On the day of court hearing in April 26th, Michael Jordan's lawyer compared a picture of Michael Jordan's dunk shot with the trademark of Jordan sports, and found that the two match perfectly. Despite the fact that the court hearing failed to pronouncement the sentence in court, Jordan sports had paid a lot of money for it.

Jordan sports launched the A share listing plan in 2012 and was stranded due to a lawsuit.

In 2012, ~2014 was the three year adjustment period of the domestic sporting goods brand. If Jordan sports listing is successful, the development path is different. Unfortunately, Jordan sports, who has been entangled in the lawsuit, missed the listing window period, and also lost the opportunity to adjust business with capital strength, slowing down the pace of development.

In the case of intellectual property rights in the field of sports goods brand, New Balance case has to be mentioned.

At the beginning of 90s, New Balance entered the Chinese market by agents. The Chinese name was "New York" at that time. Later, the US headquarters immediately withdrew the agency and withdrew from the Chinese market.

In 2003, when New Balance returned to the Chinese market in the form of direct battalion, it was found that the "New York" brand has been registered by the original agent. New Balance has changed the Chinese name of "New York" to "new hundred Lun" to show its distinction.

However, thousands of unexpected things happened. The new brand was registered by another enterprise in 2004. The company successfully registered the brand of "Bai Lun" in 1996.

In the absence of "new hundred Lun" trademark, the New Balance company used the name to propagate and was finally sentenced to pay 98 million yuan infringement fee for the "new hundred Lun" commodity holders.

New Balance has failed, and New Balance has become one of the best selling sports brands in the Chinese market.

Today, a number of small and medium-sized enterprises have registered many trademarks similar to "New Balance" trademarks, which are called "N" shoes by local people in Jinjiang.

Perhaps in a short period of time, the N shoes modeled on New Balance style can have good sales volume in the community stores in the urban fringe area, or in the township market.

This is similar to the background of the "ADI kings" entrepreneurship.

At the beginning of your business, you were lucky enough to hit the ball and try to open up the market quickly. However, today's luck will be magnified into a huge trap. Suddenly, one day it will not be enough to prevent you from swallowing, and you want to make quick money.

"Green box" and "red pot" fight, it is not who lives well, but the real weapon.