Take The Shortcut Alongside The Famous Brand &Nbsp; "Twin" Old People Fill The Market.

The phenomenon of brand name is becoming more and more popular in China's clothing market. "If Chinese clothing enterprises do not take the road of developing their own national brands and rely solely on the world famous brand, they will surely go to a dead end." Professor Yang Rongxin of China University of Political Science and Law said.

"If Chinese clothing enterprises do not take the road of developing their own national brands and rely solely on the world famous brand, they will surely go to a dead end." Professor Yang Rongxin of China University of Political Science and Law said. The phenomenon of brand name is becoming more and more popular in China's clothing market. All kinds of old people, Pierre Cardin Valentino, crocodile , Dunhill And other brands compete in the market. Among them, the majority of clothing brands are close to old people. French old man, old man in Italy, old man in the United States, old man in Macao, long bearded, ducks and tongue caps and old people in pipe smoking can be seen everywhere in Beijing Dahongmen clothing market, zoo clothing wholesale market and Xidan shopping center. How many kinds of clothes are sold in the market?

"Twins" old people fill the market.

The four layer of Beijing zoo clothing trade city brings together many famous brand clothes such as Playboy, crocodile, Dunhill, old man, Valentino and so on. About 20 meters south of the main entrance of the shopping mall, a shop selling French brand old brand is being sold.

"You see, here are the clothes of the French old man. Just look at them and pick which ones you like."

"Is this true French old man suit?"

"You may rest assured that the dress is guaranteed. Do you look at the trademark in the collar and the fake?"

"Behind the old man's trademark, how can there be three words" Shu Boya "?

"You are a layman. The brand is in France and sold in China. Shanghai Shu Bo Ya is the general agent for the production of old people's clothing in China. We still have a certificate to entrust distributor."

The reporter picked up his clothes and found that the fabric was very ordinary and the handle was rough. "How much is this minimum?"

"If you really want to buy it, it will soon be new year, and it will be 220 yuan at wholesale price."

On the list of clothes, the manufacturer marked "Beijing Fang garment factory".

Subsequently, the reporter came to Beijing Dahongmen Fucheng clothing building.

There are no fewer than 8 shops in the mall on the first floor. In a Zhejiang Wenzhou surname Jiang's boss's clothing store, the reporter takes the business manager's identity as a clothing dealer, and Jiang gives a price of 250 yuan. "If we buy more, we can discuss the price again." Jiang said that his clothes were imported from Zhejiang, and the general agent was in Shenzhen. The trademark is a long beard and a right face portrait of the old man with a straight eye.

In Beijing Xidan and Beijing department store, the reporters interviewed some consumers who bought clothes. Most of them said that "old people" in their impression is Italy or France brand. They do not know that the trademark of old man after changing graphics has been registered by Chinese enterprises.

In another shopping mall in Dahongmen, the reporter saw an old man's suit. The image on the trademark is a face on the left face of an old man with a pipe. The salesperson in the store told reporters that the store specializes in clothing and leather shoes for the old people. The leather is imported from Spain and processed in Guangzhou, which is about 3 times the price of any other market in Beijing. However, reporters did not find clothing production sites and trademark numbers on clothes.

Helpless brand name {page_break}

"Now, some enterprises have registered famous brands in the country as their own business names in order to put their legal coat on their shoulders. Subsequently, the company that registers overseas will hand over the order to its own factory to produce it by delegating processing and authorizing production. At the same time, we applied for registration of a trademark logo similar to the trademark in China, and began selling the "world famous brand" produced by ourselves with the trademark application acceptance notice. Beijing Xinda sunshine Trademark Office Li said, this phenomenon is particularly prominent in the clothing industry.

Ms. Li, a world famous brand clothing seller in Xidan shopping mall, Beijing, told reporters that the price of the truly international famous brand clothing is very high. The product is of the first class, the handle is exquisite, and it is comfortable to wear. Generally, there are several or even one exclusive store in a city.

A brand name manager at Beijing department store said that consumers, especially young consumers, are increasingly seeking brands, but many people do not know much about well-known brands. Take the case of zhuovi Valentino, which sells in the department store, the brand single T-shirt sells for at least 1000 yuan, while the price of various counterfeit products is only a few hundred yuan or even tens of dollars. The popularity of famous brands conceals the value of famous brands. The famous brand in the market not only causes consumers to confuse the concept of brand, but also misleads consumers' consumption trend and affects the normal market order.

Beijing industrial and commercial departments and quality supervision departments of the relevant responsible person said, "complaints against brand name infringement is very few consumers, we rarely received such complaints. But we have stepped up the inspection of the clothing stores which are suspected of selling famous brands on the market, and checked them regularly, but the results are not very good. We checked them today, and they will sell them in another way tomorrow.

Agency dealers love famous brands.

Reporters entered the five words of "old people's clothing" on Baidu. The search results of many French companies, such as the French old man, Italy old man, old American head, Guangzhou old man, Taiwan old man, Suzhou Dow head dress, and so on, appeared. So the reporter got in touch with one of them.

Mr. LAN, the marketing manager of Guangzhou Lao Toutai Clothing Development Co., Ltd., when interviewed by reporters, reluctantly said that at present, a large number of enterprises in the market do register the names of old people in the form of enterprise names in Hongkong or overseas. They are named by the name of the company on the packaging and publicity, and sell similar old people's figures in the domestic market as old brand. "How do you encounter such an enterprise, how to safeguard the rights and interests of the company through legal means?"

"We have also encountered some violations, for example, some businesses change the direction of the old man's pipe, and some businesses openly play the name of" Suzhou certain old man Clothing Co., Ltd. ". For this reason, every year we have to unite with industry and commerce departments to safeguard their rights. "

"The reason why the name brand has become a shortcut for speculators is mainly because the law of trademark registration is not perfect. First, the trademark can be used in the process of accepting the application. Even if the original manufacturer objected to the trademark, the Trademark Review and Adjudication Board would need one to one and a half years to review the time. This time difference is enough to make the illegal business catch up. Two, there is a legal gap between the Trademark Law of the People's Republic of China and the regulations on the administration of registration of enterprises. Trademarks are unified registration and national jurisdiction, and the name of enterprises is three level territorial jurisdiction. In addition, most of the brand-name enterprises are wearing legitimate clothing. Such infringement cases also involve cross-border coordination in law, and the law enforcement departments are relatively difficult to investigate. Mr. LAN analyzed the reasons for the repeated prohibition of famous brands.

Niu Zengke, a lawyer at Beijing Zhongji law firm, told reporters: "first, some enterprises in China do not have enough funds to build new brands, and simply" borrow a big tree to enjoy the cool ". Many operators think that fame is a shortcut to make money. Once they taste the sweetness, it will be difficult to stop. Secondly, some enterprises in China are eager for quick success and instant benefits, lack confidence in building their own brands, and at the same time have great risks, so they will adopt a brand-name approach. He also analyzed one of the fundamental reasons for this, that is, agents are eager to make money, and consumers lack the ability to distinguish famous brand clothes. Therefore, agents can profit from selling famous brands on the market.

The phenomenon of brand name is becoming more and more popular in China's clothing market. "If Chinese clothing enterprises do not take the road of developing their own national brands and rely solely on the world famous brand, they will surely go to a dead end." Professor Yang Rongxin of China University of Political Science and Law said.

The way out for enterprises near brand names

Beijing City Jun Lin lawyer

Guo Yong, a lawyer in the firm, believes that the old man is the brand of France, but many Chinese enterprises do not have the legal authorization of the right person when they sell their old clothes. This kind of behavior is a tort. At the same time, it is a kind of fraud to consumers.

It is no longer a matter of time to build a famous brand, and a world famous brand is a shortcut, and the profit space is much larger than that of the domestic brand. "Now many agents are willing to act as agents for overseas registration and production and sales in China. The practice of these enterprises is to register abroad first, then introduce some new equipment, and the products produced are comparable with some world famous brands. Oriental trademark registration Co., Ltd. Miss Shen said.

"At present, the world brand enterprises in many countries and regions such as the United States, Italy and other countries are struggling to reduce prices, and the market competition is fierce. Small garment enterprises like ours can not compete with them. There are few opportunities placed before us. The development of enterprises is limited, and they can only enter the ranks of famous brands. The head of Zhejiang Jiuhua garment factory sighed.

The head of Zhejiang clothing association said that for the clothing industry, national brand and national industry and commerce should consider strengthening cooperation, not only to learn the concept of foreign brand management, but also to enhance their competitive edge. Enterprises should recognize that the national independent brand has a better sales terminal in the country, and better understand the domestic consumption situation than the foreign brand enterprises.

Guo Yong also believes that if enterprises want to be bigger and stronger, the first thing is to have their own brands, create their own business value trends, plagiarize other people's brands, and only get short-term benefits. In the long run, once brand names are recognized by consumers, they will lose market space, which is a devastating blow for enterprises. "Such acts also violate the relevant provisions of the Trademark Law of the People's Republic of China and the law of the People's Republic of China on the prevention of unfair competition."

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See through the famous brand tips

Look at the label, recognize the manufacturer. If the name of the label is based on the famous international brand, nine times out of ten is a brand name, because the real international brand and its company are basically different names.

The labels of authentic brand names will indicate the names and addresses of the distributors and agents, and telephone and fax messages. Some of them even have complaints and telephone calls. If they are world-class brands, they will also be accompanied by beautifully produced English descriptions. The goods near the name brand usually do not have the names of agents, or even telephone numbers, with only a simple site.

Than the price. The price of authentic brand goods is basically not tens or one hundred or two hundred yuan can be bought, the price will generally be similar brand products 3 to 5 times.

Pay attention to similar counters in the same shopping mall. Generally speaking, there will be no simultaneous appearance of the same brand in the shopping mall. If there are more than two similar brands in a shopping mall, at least one is counterfeit. Consumers can ask the salesperson carefully after comparison.

It is reported that many famous brand clothing "twin brothers" have a number of agents, some agents see money in their eyes. When they act for clothes, they find that the leather goods are profitable, and they also produce leather goods in private. They mark the brand names. This kind of commodity makes it difficult for consumers to distinguish true from false, and also increases the difficulty of law enforcement departments.