Jordan Case Hits The Soft Spot Of China'S Sporting Goods Industry

This afternoon, a Beijing court will not accept it. Jordan Sports The news of trademark infringement has spread quickly on micro-blog. According to the news, the Beijing court rejected Jordan's request for the prosecution of Jordan sports company in China because of the fact that "there is no single designation in China, Jordan is only in the United States, and tens of thousands of people are surnamed Jordan, not a particular person". However, there was no clear source of news in the news. In the evening, when the reporter contacted the Chinese law firm in the case of the agent, the media replied that "the court has not yet received any news of the court's dismissal of the claim".

Whether the news of "no acceptance" is true or not, the appearance of this news has already reflected some general judgement of the future trend of the case. "I personally think Jordan sports will eventually win, as Jordan's trademark has been registered for a long time, and it has also been awarded the title of China's well-known trademarks and Chinese famous brands," Ma Gang, a senior person in the industry, said in a reporter's interview.

Since Michael Jordan announced the prosecution of China Jordan sports company in February 23rd, many Chinese legal circles have expressed their views on the "Jordan case". They believe that Jordan's registration of Jordan's trademark is in line with Chinese law, and Michael and Jordan are very difficult to win.

But for Jordan sports, even if the lawsuit wins, it may not be called the "ultimate winner".

In the minds of consumers, the biggest consequence of the "Jordan case" is that this "Jordan" is no longer the "Jordan". Although Jordan sports has claimed for many years that its products have nothing to do with Michael Jordan, in fact, many consumers choose the product of Jordan sports just because of Jordan's two words. Once the "trapeze effect" is lost, the future performance of the company will be directly affected. As Ma Gang said, "even if China's Jordan wins, the case will have a certain negative impact on its brand, and it will also be an obstacle to its entry into the overseas market."

The appearance of "Jordan case" is for Chinese sporting goods, which is skilled in imitation, copying and borrowing. industry It should be a wake-up call, "at least we should wake up some of the shortcuts and enterprises, and there is a price to take shortcuts." Ma Gang said.

But can the "Jordan case" become a turning point for the Chinese sporting goods industry to embark on the road of independent innovation, but the industry has no confidence. Ma Gang is not optimistic about this, and the reporter tried to contact the relevant director of the China sports products Federation, and was also politely refused by the "sensitive period is not suitable for making speeches".

However, as reporters interviewed many years ago, the Secretary General of the China Sports Goods Federation and Ma Ji long, director of the equipment center of the State Sports General Administration, he worried that the biggest deficiency of Chinese sporting goods enterprises is the lack of R & D capability and the unsustainable shaping of brand value.

After the Beijing Olympic Games, Ma Jilong issued the appeal that Chinese sporting goods enterprises should step up their efforts to practise "internal strength". Jin Yinghua, a professor at Beijing Sport University, also said at the 2009 China Sports Science Society Special Forum that "since the reform and opening up, with the adjustment and upgrading of the world industrial structure, China's sporting goods manufacturing industry has fully exerting its own labor cost advantages, and has gained relatively high interests through international industrial transfer. However, in the process of undertaking overseas industrial transfer, China's sporting goods manufacturing industry has not made great breakthroughs in technological innovation and product upgrading due to various reasons. At the same time, the development of the economy and the rise of the wage level of labor force have weakened the traditional labor cost advantage. In addition, at present, the impact of external environment, all these make China's sporting goods manufacturing industry face the arduous task of structural adjustment.

In the eyes of a Chinese sporting goods company executives, enterprises usually start by means of imitation, copying and borrowing in the early stages of the development of the industry. But the so-called "born in trouble, died in peace and happiness", when the whole industry is in the explosive development process, people who are in it often lose the sense of precaution.

In the industry's view, for many years, Jordan sports knew that he had intentionally or unintentionally borrowed the star effect of Michael Jordan. He should make early plans for the field of independent intellectual property rights, instead of waiting for the day when Michael Jordan came to come.

Ma Gang uses a metaphor to describe the current sporting goods enterprises in China, that is, "walking along the road of others, walking faster, less tired of exploring the road, stepping on the footprints of others, steady and fast, and such beautiful things, naturally many followers. But when the road goes a lot, it will naturally encounter narrow corners or narrow roads. Many travelers rush forward and never think anyone will be pushed down the cliff. Has anyone ever thought that when we are moving steadily and quickly, we should not explore the way ahead?

"In some ways, our private economy has gone to the present stage without the courage to open up, but the breakthrough in innovation is not enough." Ma Gang said that through the "Jordan case", Chinese sporting goods enterprises should realize that in today's global economic integration, an enterprise should set strategies and look at problems in a long-term and international perspective. Otherwise, there is a lack of core technology like Jordan China. brand Competitive Chinese sporting goods companies, even if they win one or two lawsuits, will hardly be invincible in the increasingly severe competition environment at home and abroad.