Industry Market Chaos &Nbsp; UGG Trademark Dispute

Recently, the media reported a "Jingdong mall and Dangdang sold UGG proved to be fake" news has aroused heated discussion among netizens.

Many netizens said, "Jingdong mall is also selling fake products, very disappointed", but some netizens said, "UGG is just

Why counterfeit UGG will be popular? In addition to cheap, many netizens do not know that UGG is the collectively name of snow boots or the brand of a company, so it is easy to be misled by merchants in the process of buying.

Mr. Anthony-Yan, media manager of the Chinese Consulate General of the Australian consulate general, has described the name of UGG snow boots.

He said that woolen snow boots were originated in Australia, and all of these boots in Australia are called UGG boots.

In Australia, UGG is not a specific brand name, but a generic name for a class of shoes.

At present, there are many UGG boots brands in Australia, among which Yellow Earth, Merino World, JUMBO are the most famous brands, while Australia, the earliest registered UGG trademark, belongs to the US company.

Input UGG on Taobao, search related treasure 230362 pieces.

It is not unusual for Taobao to purchase "UGG" and "Taobao".

From the sales record, a good online shop can sell dozens of pairs per day.

The snow boots sold in the Jingdong mall mentioned in this incident are marked as "Merino World UGG" snow boots, and their brand introduction is basically identical with the introduction on UGG Australia's official website.

The explanation given by Jingdong mall is: "UGG snow boots sold by Jingdong mall are not UGG snow boots sold in stores. They are not the same brand. The second" G "on the LOGO of the UGG snow boots we sell is slightly smaller. We have the relevant authorization certificate of UGG which we sell.

In Baidu encyclopedia, the basic information on UGG column reads: "UGG", the 3 words, especially the SHEEPSKIN BOOTS from Australia, is a general term for a class of shoes, not just a brand.

This description of UGG is corroborated with the introduction of several flagship stores selling snow boots in Taobao mall.

UGG trademark holder DECKERS said, "UGG" has been registered as a well-known trademark in the trademark office as early as 1996. "Dec has also registered this trademark in more than 100 countries around the world.

So the products sold by others can be considered infringing as long as they use UGG three letters.

"Jingdong mall and Dangdang online sale of MerinoWorld UGG have infringed our trademark exclusive right.

Its rhetoric in Taobao mall is rather inaccurate and is biased against facts.

Not long ago, a company's product used "UGG GRAND AUSTRALIA" logo, violating our company's "UGG" trademark exclusive rights.

We filed a lawsuit, the court also decided that the company's infringement was established and the corresponding legal liability was pursued.

For these violations, we will spare no effort to cooperate with relevant departments and take corresponding legal actions to combat them.

Although the right to trademark ownership has been debated, Australia's numerous snowshoe makers have already made a big push into China, without giving up the biggest market in the world.

Yuan Haoliang, marketing director of Shellin Australia, Australia's snow boots brand, told reporters that the company was the first Australian snowshoe manufacturer to try to lay out the Chinese market.

Shellin Australia, which was acquired by Australian JEFF TRAN, is a famous UGG workshop in Nan'ao. It has developed rapidly into an international brand with the opportunity of high quality products and UGG industry.

In 2009, there was a chance to have the first close contact with Zhejiang businessmen who had a keen sense of capital, which triggered a series of capital restructuring and opened up the chance to smoothly enter the Chinese market.

According to the reporter's investigation, due to China's manufacturing advantages, the world's Australian leather tanning industry is basically domestic, raw skins imported from Australia, leather processing in the country.

Because of the global popularity of snow boots, the domestic tanning giant such as Longfeng fur has also been created.

For these reasons, China is already the global snow boots manufacturing center.

At present, the products of UGG AUSTRALIA, JUMBOUGG and so on are basically produced in China.

The company was later bought by the Chinese, set up factories in the mainland, and also processed for the US Ugg.

As the sales of snow boots increase, the production of workshop style has been far from meeting the demand. Some Australian companies are beginning to produce single production in mainland China, and then return semi-finished products to local packaging sales. In fact, it is also a recessive "made in China".

Another famous Australian snowshoe brand, Yellow Earth, has also expanded to the mainland market, and has also launched its own brand, Yellow Earth.

For the Chinese market, leading enterprises in these industries are stepping up their layout.

"The initial sales volume is not bad. After 2008, the Chinese market showed explosive growth. Last year, the sales of us Dex in the world exceeded 5 billion yuan."

Yuan Haoliang is clear about the market share of his competitors. He told reporters that the sales of snow boots in the whole Chinese market is as high as tens of billions.

DEX has shifted its strategic focus to China. On the one hand, it has accelerated the speed of opening stores in China. On the one hand, it has intensified its efforts to crack down on counterfeiting UGG.

Yuan Haoliang said they will also intensify their efforts to crack down on the infringement of "JUMBOUGG" intellectual property rights in China, in cooperation with industry and commerce.

Behind the explosive growth is chaos. On the Internet, sales of counterfeit UGG information and web pages are overwhelming.

The price of a pair of genuine snow boots on the counter ranges from 1500 yuan to 8000 yuan, and the reporter will search for "UGG" keywords on some domestic main e-commerce websites, and will come out with a large number of counterfeit UGG snow boots priced at only one hundred or two hundred yuan.

Only in Gaoqiao Town, Zhenjiang City, Jiangsu, there are more than 150 shoe-making enterprises that imitate UGG and are known as "the largest imitation brand UGG production base in the country".

According to the statistics of Zhenjiang's industry and Commerce Department, in 2010, Gaoqiao Town had more than 200 leather products manufacturing enterprises, employing more than 1 people, producing about 20000000 pairs of shoes and about 1000000000 yuan of output value each year.

Among them, more than 150 shoemaking enterprises mainly produce snow boots and indoor shoes, and the snow boots affixed with UGG trademark are mainly exported to Northeast China and other places.

After each holiday, the "high imitation" UGG is still being shipped out from Gaoqiao Town.

The reason for these shoemaking bosses is that the "brand name" is only an expedient measure, but the ordering party asks for the identification of the UGG. If it does not paste, it may lose large orders.

At present, the Gaoqiao shoe industry has formed a complete industrial chain.

After being repeatedly attacked by "fake products", the enterprises in Gaoqiao Town began to find a way out.

Last winter, Wang Zhengjun, the boss of Jiaxin leather company, was waiting for Beijing to produce the "Chang Jia" brand snow boots with a registered trademark material and production certificate.

However, insiders told reporters that it is not easy to start a local brand. In addition to tens of thousands of yuan of capital investment, there is still a lot of work to do. Most factories do not have this strength. They are still very worried that they can not eliminate the large number of selling and selling by relying on the anti-counterfeiting power of several leading enterprises, or they need more regulation by market regulators.

In the face of the increasingly fierce "intellectual property storm", the interviewed business owners also expressed the hope that the government will introduce corresponding support policies to guide enterprises to tide over the confused period.