Jordan's Sports Brand Is A Lack Of Commercial Culture.

A few days ago, American professional basketball legend Michael Jordan announced through the media that he had filed a lawsuit with a Chinese court. Jordan Sports Alleged infringement of his right to name. Although this lawsuit is at stake, it is a loser for Jordan's sports, regardless of whether the lawsuit wins or loses. Because reporters learned that many consumers found that Jordan sports had nothing to do with Jordan, and felt that their feelings were deceived.

This time, really. Jordan Coming

In this way, will trademarks such as "Nobel", "Marco Polo", "Monalisa" and so on, which are registered by foreigners, will also face a brand crisis?

Although the lawsuit is not conclusive, the news has begun to ferment in the consumer market. Recently, reporters in a supermarket in Hangzhou sports brand store area found that the Jordan store's passenger flow is somewhat deserted.

Passing young Zhang Ming told reporters that he is a sports fan, very fond of Jordan. "I thought it was (Jordan sports). Lining Like Lining's brand, Jordan is the brand run by Jordan. Now I find it's not the same thing at all. It's true that emotions have been cheated for so many years.

Netizens Mike Carlo is also very angry about this: in fact, honesty is a must in life. This is really important. To be a man is the final pattern. At the beginner stage, we want to take shortcuts. If we really want to make progress, we must learn to behave well, not to take advantage of the petty advantage, to be honest and conscientious and to do things conscientiously.

Regarding this, Zuo Hui's lawyer suggested that Jordan sports used everyone's general cognition, which was misleading false propaganda and could be considered from the perspective of consumer protection. However, after this campaign, Jordan's reputation for sports is greatly reduced. Jordan fans who bought Jordan sports products can consider protecting their rights from the perspective of consumers.

Xia Xue also believes that although Jordan won a lawsuit from law, the odds of winning a lawsuit are not large, but the impact on Jordan sports in market sales is obvious. However, this may be the real purpose of Jordan or Nike behind him.

　　 Consumers are shouting and being deceived.

A few days ago, basketball legend Michael Jordan announced through the US media that China sports suit and footwear manufacturer Jordan sports Limited by Share Ltd were suspected of infringing their right to name. Jordan said in the video: "I am very disappointed to see this company using my name to do business. They used the 23 number and wanted to use my child's name."

Jordan put forward to Jordan Sports: request the court to establish Jordan sports stop infringement behavior; clarify the company's brand and Jordan itself does not have any connection; tens of millions of yuan of mental damage compensation six claims.

Jordan sports is one of the many sports brands in Jinjiang, Fujian. In 2010, its sales revenue reached 2 billion 910 million yuan, and it was going to be listed at the end of 2011. The company said that although the company was named after Jordan, it had no 10 Fen relationship with the familiar flying man Jordan.

Jordan sports prospectus disclosed that "Jordan" as an ordinary foreigner's surname is not specific, and the former US NBA star Michael Jordan does not exist. In response to Nike's Air Jordan Brand, Jordan sports said its brand difference was large and its identification was obvious, and the company's "Jordan" series trademark was first registered in China. Nike's "Jordan" series trademark is applied for registration in the country is rejected for review status, there is no infringement problem.

Jordan said the Chinese court had formally accepted the case and was unable to disclose the indictment submitted to the court. Although the court is accepted, many industry insiders do not seem to be optimistic about Jordan's real lawsuit.

Xia Xue, a Zhejiang law firm, said that if Jordan prosecuted from the point of infringement of the right to name, the odds were not great. First of all, Jordan sports is not only today. If Jordan sues again after so many years, is there any other reason? Secondly, Jordan sports did not use Jordan's full name, but only used it was not his exclusive surname, which had obstacles in the correspondence of the right of name.

Xia Xue believes that Jordan sports really has the suspicion of riding a free ride by the name of basketball superstar Jordan. Therefore, if the prosecution is carried out from other angles, the odds of winning the game should be greater. Of course, it depends on what evidence the two sides have. {page_break}

　 Near the ocean name is the lack of business culture.

The trouble of Jordan sports is coming. How does the trademark registered by foreigners name treat Jordan's sports?

In this connection, the reporter interviewed Nobel ceramic tile marketing department. However, the other party said that the responsible person was not there, and did not express his views. He promised that he would give a reply to reporters after he contacted the responsible person. However, until the deadline, reporters still did not get a reply.

It is understandable that people are unwilling to come forward. After all, it's not good to face such a thing. " A Zhejiang businessman who did not want to be named said that after the incident, however, it was a lesson for Zhejiang businessmen to create a brand. The name of a foreigner is likely to develop faster than others in the initial stage, but it always needs to be returned. It is good for the other party not to come to trouble. When it comes to the door, both the enterprise and the brand will be greatly affected.

"This is actually a lack of self business culture, or a lack of confidence in Chinese business culture." Wang Shuguang, vice president of Zhejiang Academy of Commerce, thinks that this is the performance of many Zhejiang businessmen. You may think that if you register a foreign name, the company or product will be in line with international standards. In fact, if an enterprise wants to really achieve long-term sustainable development, it must rely on excellent products.

Some enterprises may feel that they should first get a foreign name, then influence and market promotion, and then work on the product. But there are also great risks. For example, the Jordan sports may have no problem with the quality of their products. But as soon as Jordan comes, their brand reputation will be greatly reduced, and the quality of the good products will also be affected.