More Overseas Celebrities Become Chinese Enterprises Logo &Nbsp; "Jordan" Dispute Reflects The Brand Culture Crisis.

" Jordan The dispute over the right to name was formally accepted by the national court this week. This lawsuit not only brings Jordan sports to the market, but also causes people to think more about the social impact of the lawsuit: the rush of foreign names and the emergence of "fast food" and "free riding" have reflected the Chinese enterprises from a deeper level. Brand culture A crisis.

　 The case of Jordan's right to name is accepted.

"I am glad that the Chinese court has accepted my lawsuit to protect my right to name and the interests of Chinese consumers." After hearing that the second intermediate people's Court of Shanghai formally accepted the case of Jordan's right of name dispute, Michael Jordan wrote in an e-mail issued by a public relations company.

In February 23rd this year, Jordan flew through a video and said publicly that "a Chinese sports company is developing business in China with my Chinese name without my authorization. I feel very sad to see people who infringe on my image right. I have no choice but to go to court. Although there are not many appeals for Jordan in the lawsuit, but for the Jordan sports which has passed the IPO examination and is sprinting the last issue and listing, it is facing a war against water. At present, Jordan sports is planning to be listed on the Shanghai stock exchange. The initial public offering is 112 million 500 thousand shares.

Chang Yachun, an intellectual property lawyer at Zhong Wen law firm in Beijing, told reporters that the prosecution of Jordan is bound to affect the listing process of Jordan sports. The reason why Jordan chose this time point to prosecute in China is that Jordan sports will bring more competition relationship in sports industry once it is listed successfully, and it will also affect the financing scale of other sports enterprises in the future. "If Jordan sports is in China in the future list Successful, its brand will be further recognized, then no one will be able to "find fault" at the legal level. An investment bank in Beijing said so.

In recent years, China's huge market has made Jordan sports develop rapidly. Its turnover surged from 45 million 600 thousand US dollars in 2007 to US $456 million in 2010. Jordan sports has become a famous domestic brand with 4000 to 5000 stores. The Chinese Trademarks "Jordan" and "graphic trademarks" were respectively recognized as "China famous trademarks" by SAIC in 2005 and 2009 respectively.

Some Michael Jordan fans think that because of the flying hands of Jordan and Nike, they have launched many flying Jordan basketball shoes together, so Jordan sports in China really has the suspicion of "Shanzhai". From another point of view, Michael Jordan chose to file a lawsuit before the listing of Jordan sports. It was also interpreted as Jordan's own and the "last resort" of Nike company behind it.

Although Jordan sports emphasized that "Jordan" is a common surname in Britain and America, "Jordan" does not have a unique correspondence with athlete Michael Jordan. But Qiu Baochang, director of Beijing Huijia law firm, believes that Jordan's sports are not "winning." Qiu Baochang said that Michael Jordan is a famous athlete. Jordan is the Chinese name recognized by Michael Jordan in mainland China. Jordan sports is making use of celebrities to publicize, using the name of "Jordan" to produce a certain fame expanding effect, which has misled the audience.

　 "The Shanzhai" foreign celebrities traversed the ancient and modern times

If Jordan sports rely on "raw rice cooked rice" to obtain the huge commercial value of sporting goods production and sales, then the rush wave of trademark registration, represented by "Jeremy Lin", is entirely a "fast food" speculation.

Reporters on the SAIC website found that a Chinese company began to apply for the registration of "JeremyS.H.L Jeremy Lin" trademark in July 2010. At that time, Jeremy Lin had just joined the NBA Jinzhou warriors, and its popularity is far less than that. Analysis of the industry, similar to the rush domain name, the cost of preempting Jeremy Lin's Chinese phonetic alphabet itself is very low. As long as Jeremy Lin's future performance is getting better and better, whether or not the trademark will be used on the real commodity, only appreciation will enable the registered enterprise to earn a lot of money.

Jeremy Lin, a well-known financial critic, told reporters that from an unknown player to a public topic and a public icon, there will be blowout in his economic value, especially his "China factor", which will enable Chinese enterprises to tap the economic value of him, which will also contain many speculative elements.

"Jordan" and "Jeremy Lin" are just a drop in the ocean. Chinese enterprises have many foreign names as registered trademarks.

"Shakespeare", "Columbo", "Picasso", "Montgomerie", "Barton"... Almost all the names of foreign celebrities can be found in the SAIC, and even the incumbent president Obama of the United States has been applied for trademark registration by two garment enterprises in Guangdong. Among them, clothing and household products related production enterprises, due to their own technical content is not high and a large number, become the main force of the rush.

Many enterprises that register foreigners names as trademarks are openly represented by overseas and famous celebrities as "brand spokesmen", "Marco Polo" and "Monalisa". On the official website of Marco Polo, a well-known domestic ceramic manufacturer, the company introduced Marco Polo, who came to China in thirteenth Century, before a brand introduction, and a portrait of Marco Polo was also hung on its official website. Marco Polo called it "cultural ceramics" to occupy the market. {page_break}

　　 "Jordan" controversy reflects crisis

According to the insiders, the domestic enterprises engaged in industrial production are registered trademarks in China with the names of foreign celebrities. They not only want to create international brand effect among domestic consumers, but also want to use overseas celebrities' higher awareness to carry out brand promotion. However, after the Jordan's Jordan was brought to court after the dispute of "name right dispute", whether the demonstration effect would involve more Chinese enterprises registered with foreign names should be noted.

Chang Yachun believes that there has been a similar lawsuit in China, this time Michael Jordan's prosecution does not rule out the demonstration effect. Qiu Baochang said that people like "Da Vinci" and "Marco Polo" do not have the right to name because they are no longer alive. However, some enterprises in China like to have foreign names, so that others think their enterprises are related to foreign countries. This has some risks.

At the same time, for many domestic speculators who rush to register foreign celebrities as trademarks and hope to gain huge profits through transfer in the future, Chang Ya Chun said that malicious rush registration is bound to be risky because it will lead to misleading public opinion. There are also many foreign companies to rush the cases of Chinese well-known trademarks, such as German enterprises rush to "Wang Zhihe", the lawsuit has been fought for many years.

However, in the eyes of more people in the industry, Chinese enterprises like the universal behavior of "foreign names", which reflects the crisis of Chinese enterprises' brand culture from a deeper level. Guo Zhanbin, director of the brand culture Specialized Committee of the Chinese Academy of cultural management, said that some domestic enterprises, regardless of their connotation, rush to rush the trade mark once they have an overseas celebrity. This is a lack of understanding of the connotation of the brand.

Although many Chinese enterprises have "cooked rice cooked rice", their names registered with foreign names have become household names, but in Guo Zhanbin's view, many Chinese companies hope to make use of the intentions of foreign celebrities to highlight their serious thinking about the development strategy of enterprises. Brand is the core competitiveness of enterprises. The "free riding" behavior with Chinese names translated by foreign names is very easy for enterprises to have problems in the process of brand cultivation in the future.

"Mere rush of foreign celebrities in Chinese translations of trademarks will bring some brand effects in a short time, but when consumers find that the connotation of your business is not consistent with the reality, consumers will not stay on your business and products." Guo Zhanbin said.