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Jordan Sports: Domestic Brands Rush To Name Stars

2012/2/23 14:26:00 32

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Jordan Sports Brand Anta

Jordan Sports

List of trademark registration (Fig. 1)

Jordan Sports

trademark

List of registrations (Figure two)

The SFC announced on November 21st evening that the motherboard Commission is scheduled to consider Jordan sports Limited by Share Ltd's first application in November 25th.

Jordan's main business is the design, production and sale of sports shoes, sportswear and sports accessories.

The company intends to issue 112 million 500 thousand shares, accounting for 20% of the total share capital issued.

If Jordan sports success, then will undoubtedly become the first real sense of A shares sports stocks.

But Jordan sports, I believe many consumers or investors have a series of puzzling questions, that is, what is the relationship between the sporting goods company in Jinjiang, Fujian and the American star Jordan? Has it ever worked with Nike's Air Jordan? This article will help you uncover the secret history of the development of Jordan's sports brand.

This Jordan is not the other Jordan.

Jordan, a sports brand, was born in chedai stream, Jinjiang, Fujian Province in 1984. It is a native Chinese child.

Jordan sports was developed by two factories of chedai Creek, Jinjiang County, Fujian Province, which was founded in 1984. At that time, the actual controlling age of the company was the father of Jordan's current sports Ding Guoxiong.

Then introduced three new shareholders of Ding Jiafang, Ding Jiatai and Yang Xueying, that is, the two brothers and mothers of Ding Guoxiong's wife Ding Yezhi, and established Jordan in Fujian.

In December 22, 2009, Fujian Jordan changed to Limited by Share Ltd as a whole, that is, today's Jordan sports.

And the company's current brand.

Athletic Wear

The "Jordan", "QIAODAN" character trademarks and corresponding graphics trademarks used by the company were registered in April 16, 2002.

Therefore, it can be said that Jordan sports is a truly homemade.

brand

And a typical family business.

And for the company's main product trademark "Jordan" and the former professional basketball player "Michael o Jordan" is easy to confuse, the company explained that at present, the company and Michael o Jordan do not have any commercial cooperation relationship, nor have they used their image to carry out the enterprise and product promotion.

Jordan, as an ordinary foreigner's surname, is not specific.

In addition, the company has repeatedly emphasized that for many years, it has always been the goal of building a national sports brand in China. In 2009, the Chinese character trademark of Jordan was identified as "well-known trademark". However, it is puzzling why the company has made efforts to clear up the relationship with "Michael o Jordan", but has also registered the names of the two sons of Michael o Jordan.

Tang Wensheng, a financial commentator of Shenzhen TV station, said that even if the trademark "Jordan" was registered, it would be too much to register a son's name as a trademark.

On the one hand, the company has made consumers mistaken that "Jordan" is the Chinese version of Nike's "Michael Jordan" brand. On the one hand, it also tries to portray itself as a national brand image in its application materials.

Not only from the moral level, but from the perspective of company development, there is no future for a company lacking sincerity.

But the other gratifying thing was that in 2011, the company invited the NBA Houston Rockets star chuck o Hayes (Chuck Hayes) to act as an image spokesperson and had a relationship with "Michael o Jordan".

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Dumb eating Coptis Nike is bitter.

According to the trademark search results of the Trademark Office of the State Administration for Industry and Commerce and the enquiry of the China Trademark network, the trademark that Nike currently owns and is applying for is related to the former US professional basketball player "Michael o Jordan".

Nike's "Jordan" trademark application.

As can be seen from the above table, for the Nike company, which truly owns the former professional basketball player "Michael o Jordan", in 2008, when applying for "Michael o Jordan", the status was "application (dismissing review)".

We look for a comparison between Jordan's trademarks and remind consumers that they must identify the athletes' shape if they buy Chinese products.

Jordan Sports

Nike

For the international brand Nike, it once objected to the 8 defensive trademarks owned by Jordan sports, but was rejected by the Trademark Office, and Nike did not make any administrative proceedings afterwards.

For international brand Nike, this event is just one of the numerous trademark disputes of the brand in China, and a large number of copycat counterfeit brands in China are also very painful for foreigners.

In response, Wang Chuan, the agent of the patent and Trademark Office of the China Council for the promotion of international trade, believes that this is the reason for the negligence of foreign brands.

Foreign brands are often infringed and caused disputes in China. The main reason is that they often think they are well-known trademarks and neglect to register in China.

China follows the principle of first application, so their trademarks are often snatch, and some enterprises in the country have loopholes in the law.

The thirteenth provision of the trademark law stipulates: "the trademark that applies for registration on the same or similar commodities is a well-known trademark that duplicated, imitated or plated other people's registered trademarks without being registered in China, which easily leads to confusion, and does not register and prohibit the use.

A trademark that applies for registration on a different or similar commodity is a copy of the well-known trademark, which is copied, copied or duplicated, which has been registered in China. It misleads the public and causes the interests of the registered trademark of the well-known trademark to be damaged. It shall not be registered and prohibited.

The company insists that although Nike and its products have some overlap in the market segments, they do not form direct business and market competition.

The "Jordan" brand of our company has a higher degree of discrimination with Nike Air Jordan brand, which can be clearly identified by consumers in general.

Regarding this, Wang Chuan, deputy director of the patent and Trademark Office of the China Council for the promotion of international trade, believes that the function of trademarks is to distinguish the source of commodities from the perspective of consumers.

If the trademark is similar to other trademarks, it will make the consumers mistaken for the trademark, or constitute other misunderstandings, that is, the brand is related to the counterfeit trademark.

The company's risk warning part in the declaration material reads: "the issuer's brand and registered trademark are important parts of the issuer's product sales.

At present, although the issuer has tried various ways to protect the company's brand and registered trademark, the issuer can not ensure that there will not be any infringement of the issuer's brand and registered trademark in the future.

Once these events occur, the issuer will propose a trademark objection or tort suit to protect the issuer's brand and trademark. "

Shenzhen TV commentator Tang Wensheng said that this is a clear double standard.

In fact, for a brand built by a cottage, frankly acknowledging its dishonorable history may be a way to go forever.

In fact, we are not strict with the methods adopted by enterprises in the development process. However, when enterprises develop to a certain extent, how to wash away the original sin and genuinely face consumers is the most important.

The casting of a brand is a long-term and arduous task. If we are ashamed of counterfeiting and plagiarism, we should be proud of what we need to develop our national brand.