"Tangshan Beating Incident" Triggers Boy London Golden Eagle Pattern To Call His "Barbecue Robe"

　　 Recently, the "Tangshan beating up incident" has aroused public anger. For four days, the incident has remained highly discussed on social networks. Unexpectedly, the original social problems have now "ignited" to the clothing brand Boy London.

This brand, which has been in the Chinese market for more than 20 years, has experienced ups and downs.

First, under the influence of stars such as Justin Bieber and Quan Zhilong, it swept through China's fashion circle. Then, in recent years, it fell into trademark copyright issues and store closures. After being "abandoned" by consumers for a time, it ushered in the first drink.

Innocent old guns

With the continuous fermentation of Tangshan malicious wounding incident, fashion brand Boy London suddenly became the focus of discussion. In the Tangshan beating incident video, the large gold eagle behind the involved personnel and the logo with the word "boy" become conspicuous.

For this reason, many consumers have to return the boy London clothes purchased in tmall and Jingdong flagship stores during 618 because they are worried that wearing the clothes of this brand will leave a bad impression on people. What's more, because of "hate the house and the black", he ran into the live broadcasting room of the brand unreasonably to abuse and boycott, and the anchor was once angry and cried.

Netizens also rushed into the official accounts of Boy London, such as Weibo and Shuo Yin, calling them "barbecue robes". Moreover, "wearing boy, the value of force increases dramatically". Even in some live broadcasting rooms of fashion brand clothes, as long as the boy London brand is sold, you can see netizens' sharp comments.

Boy London originated in London, England. It was founded by Stephane Raynor in 1976. Influenced by Malcolm Maclaren and others, Boy London began to take the road of punk. It was once a synonym for rebellion and trend in the 1980s.

　　 In the 1990s, Boy London once set off a boom in China. It has appeared in "Chongqing forest" and "lead a man into the house" and other movies, and also flashed in the "don't break my heart" MV of the black panther. At that time, Boy London, with the label of freedom and rebellion, was deeply loved by people in the cultural and entertainment circles.

About a few years after 2015, Boy London began to become a favorite item among "big boys", They usually wear clothes with big logo to show their status and power. The logo design of Boy London just meets this demand. It once became a "uniform" in the circle.

Like boy London, there are also Hermes belts with big H and Givenchy dog head T-shirts that are given the "big brother's favorite" label.

In those years, in order to cater to the public, the brand side of Boy London also went down to the third and fourth tier cities. With more people wearing it, it gradually lost its label of "innovation". In 2017, Boy London even invited MC Tianyou to the new product launch.

There is no aesthetic that can be separated from the times and environment, but boy London can keep the same bronzing printing design for thousands of years. Therefore, it is not difficult to understand that it lags behind some fashion brand colleagues in market share and word-of-mouth.

However, in recent years, Boy London has made some innovations and attempts. According to time finance, in 2019, it launched a global limited edition jointly with Japanese silver fashion brand, and cross-border co branding with the popular game DNF; In 2020, Boy London invited Li to become a close friend of the brand, and in April this year, he officially announced fan Chengcheng as the global spokesman of its brand.

However, the violent beating incident deepened the impression of Boy London and "big brother of society". "The brand's first impression is the uniform of a gangster." Netizens complained. There are also netizens who want the brand to apologize: "I know that you don't play people, but have you ever reflected on why so many criminals wear your brand?"

When consulting about the return related matters of Boy London's flagship store, the customer service quickly replied "Hello, we resolutely resist violence", which also indicates that boy London is experiencing a wave of return orders.

The debate between true and false Boy London

In fact, Boy London has been loved by many fashionable young people. The influence of Boy London in Asia mainly comes from South Korea. At its peak, Korean wave stars such as Quan Zhilong and Bian Boxian have brought goods for him.

It has also accumulated a lot of fans in China. The number of fans of tmall flagship store is 1.84 million, and that of Jingdong flagship store is 669000. Even the third and fourth tier cities can see the offline stores of Boy London.

　　 However, Boy London is now in an awkward situation, which is closely related to its trademark disputes in the Chinese market for many years. ?

In 1976, Boy London was founded in the UK. In 1994, Boy London came to South Korea to open up its territory. In order to quickly develop the local market in South Korea, brand owners decided to transfer the trademark to Baocheng company of South Korea for a period of ten years. The contract stipulates that after the expiration of the contract in 2004, the trademark must be transferred to the original assignor, Angelo associates.

Unfortunately, South Korea's Baocheng company went bankrupt because of poor management. Instead of returning the trademark as promised, it transferred the brand of Boy London to Korean Jin Jiaqi.

As early as 1997, British Angelo, parent company of Boy London, began to enter the Chinese market and registered its trademark. In 2001, it opened the first store in China in "fashion front" of China Square in Guangzhou. ?

It was also in 2001 that Kim Kai Kee, a Korean, applied for the registration of the "Korean boy London" trademark in China to expand the Chinese market. Li Bao AI Trading (Qingdao) Co., Ltd. was established in Qingdao. Under the banner of "British brand established in 1976", its agent company and jinjiaqi have applied many times around 2014 to cancel the trademark of Anglo associated company, the parent company of Boy London.

The Korean version of Boy London is booming, and its sales volume is also better, which makes the trademark copyright dispute between Britain and South Korea the focus of fashion industry. ?

　　 In 2017, Beijing Higher People's court heard the case and finally ruled that Angelo joint venture held the ownership of British boy London brand, confirming the uniqueness of Boy London brand in China. ?

The dispute over the rights protection of Boy London brand in the Chinese market has not stopped. In 2018, Angelo associates and Shanghai Fanjin Investment Management Co., Ltd., the authorized party of Chinese brand, jointly held a press conference to announce the success of British boy London brand trademark protection. In 2020, another Shenzhen Angelo Industrial Co., Ltd. emerged, saying that it had obtained the exclusive authorization of the British Angelo joint venture, and also filed a lawsuit against Shanghai Fanjin Investment Management Co., Ltd. for trademark infringement, and then withdrew the lawsuit.

Trademark disputes have also led to the proliferation of fake goods in the boy London market. In 2019, Shanghai Police smashed the manufacture and sale of fake Boy London gangs, and the cost of hot fashion brand clothes in online stores was less than 40 yuan. In the market, it is said that the washing machine will not be changed

　　 Many years of trademark disputes have consumed consumers' trust and favor of the brand. Up to now, there are still consumers who do not know the difference between the British version and the Korean version, and even many people think that boy London is a Korean fashion brand.

　　 The future of Boy London

The reason why Angelo associates has been cracking down on counterfeiting is to maintain the brand tonality and quality. But obviously, more imitations gradually eroded its brand image and lost the trust of some consumers. On the other hand, the design style of Boy London also makes many consumers have aesthetic fatigue.

As of June 12, there are 667 items in the official flagship store of Boy London. The monthly sales volume of a T-shirt with high sales volume is only more than 1000 pieces, and the monthly sales volume of most commodities is less than 100 pieces. Bronzing brand logo is a distinctive feature of Boy London clothing, but it also constrains the pace of brand design innovation. In recent years, there has not been a bright product for consumers.

Under the trend of industry development, Boy London's development in the domestic market is even more difficult. According to the 2022 Guochao clothing industry development and Market Research Report produced by xiaolujiao think tank, Guochao is becoming the "top stream" of China's clothing market in the next 10 years.

　　 In China, foreign brands such as Boy London are facing more and more fierce competition. Li Ning, Anta, bosden and other Guochao brands, with novel design and greater marketing investment, have been favored by young consumers in today's fashion of Guochao.

On the one hand, the decline of overseas fast fashion has left market space for domestic fashion brands. At the same time, among the young consumer groups dominated by generation Z, they pay more attention to the cultural symbols and aesthetic value attached to products. As a typical example of the Renaissance, domestic fashion brands have the functions of identifying identity, publicizing personality and group identification.

On the other hand, excellent designers began to return to China and become the assets of China and Chinese brands; China's flexible supply chain technology, that is, the ability to adapt to changes in demand, ranks among the top in the world. Chinese brands can quickly grasp the market trend and respond quickly.

At present, the signal released by the market is not friendly to boy Londn. Due to the influence of industry trends and emergencies, the development of Boy London in China is becoming more and more difficult. But after the change of times, finally abandoned by the market, perhaps this is the fate of the tide brand.