Old Brand Lost The "Warrior" Trademark And Was Forced To Abandon The European And American Market.

If you are 70 years old or 80 years old, or you like the "chao chao" brand, the old brand, which is founded in 1927, must be the best choice for the famous athletes of Lang Ping and Zheng Haixia. For the older generation of parents, the back shoes are carrying the memories of youth. In those days, a pair of back shoes were almost 10 yuan, which were more glorious than those with Adidas or Nike shoes today.

Today, back shoes are still very popular, and have become the first choice for many young people.

Unlike the current trend of image, the early rebound is due to the positioning of professional sports shoes, because the shoe type of back force has a bow shaped design with high sponge height on the arch of the arch, which is very fit, and the early back force is made of rubber. The use of rubber materials on the sole is durable and skid resistant, so in 70s, Hui Li was the sole supplier of sports shoes for the Chinese national team at that time.

The marketing of Hui Li is also very advanced. It used the method of social media marketing as early as possible. In 1934, Shanghai's "Declaration" published a "back" brand name advertisement, which was released by CHINT Xinyi rubber factory system, so that we could contribute and vote to see if we should use the name "Hui Li", which aroused widespread concern in the society at that time.

After that, many sports shoes, such as table tennis shoes, basketball shoes, volleyball shoes, tennis shoes and so on, were developed by sports marketing. They became the pronoun of the domestic sports shoes. The national team wore it. Although it had only canvas, its function was not inferior, and the price was close to the people. It was no exaggeration to call it "national shoes" at that time.

In the mid 90s, after the reform and opening up, a large number of foreign brands poured into the Chinese market, and the domestic private enterprises were also born. In the planned economy period, the business mode of enterprise production and state acquisition, innovation and fatigue, single product style design, and the reform of rubber shoes industry in Shanghai were late. The delay of 10 years brought back force to be drowned in the tide of market economy.

At the same time, Adidas, Nike, CONVERSE and homemade Anta have become the targets of young people's pursuit. Their shoes are beginning to disappear from people's eyes. They have disappeared for a long time and even disappeared in big cities. They can only be seen in the stalls of the wholesale market. The 70 year old is at risk.

In 2008, Orlando, Bloom, the "Wizard Prince" in the Lord of the rings, dressed in a pair of back shoes in New York's "I love you" in Manhattan, spread all over the Internet.

Although people have been wearing blood for a long time to become a "top flight" in France, Huili has seized this wave of heat and has successfully returned to the public's vision.

And relying on Yang Mi and other goods stars to become a "national tide", in overseas efforts to fight Southeast Asian countries, is also ready to develop the African market, but never mention the European and American markets.

Why is that?

Originally, more than 10 years ago, because of too fire "back force" also faced with trademark registration, Shanghai Hui Li Shoes Co., Ltd. did not know how to protect its trademark at that time, so that a "eye-catching" American company stepped up, and in Europe and America, the trademark "warrior" (the Chinese version of "warrior brand") was grabbed in Europe and America.

In recent years, the number of registered trademarks of old brand enterprises is also everywhere.

As the saying goes, "the market is not moving, the trademark is going ahead", so the enterprise must advance the layout of the intellectual property rights, and build a bridge for the long-term development of the enterprise.

Let the old brand enterprises renew their brilliance.

The incident of the return shoes has sounded the alarm for us. It is the magic weapon for us to protect our unique trademark from being registered as an invincible position in the market competition.

Many Chinese companies are still "going their own way" when they are being snatch abroad.

"Wait until the company grows stronger, I will re register the international trademark" or "the international trademark is dismissed." and so on are deeply rooted in the minds of these business managers.

Trademark protection is not right. In the face of trademark being snatch, abandoning the overseas market or contributing to buy back the trademark is the inevitable consequence. Early layout of overseas trademarks is much more economical than saving the money.