Local Service Companies Are "Big Cards".

And so on, the phenomenon of Chinese enterprises' brand "big name", "celebrity" and "foreign goods" are quite common. Experts believe that the act of taking advantage of others' trademark may take some advantage, but it may lose long-term development opportunities, and it will not benefit the national economic image.

It's not illegal. Actually, it's not honest.

A few days ago, there was another news that attracted attention: the Italy Foreign Trade Commission set up an office of intellectual property in Beijing, after about 1 years of investigation. Chinese Market Dozens of fake Italy brands were found. The Committee has submitted a list of the "pseudo Italy" brand enterprises to China's relevant departments, calling on China to take measures to protect Italy's brand.

On the one hand, Michael Jordan, the US star, asked Jordan to stop violating his right to name, and filed a lawsuit in China. On the other hand, China's Jordan sports, which is preparing to go on the market, in its prospectus, is also listed as the first item "the risk factor that needs special attention".

Li Yifeng, an industry insider who has been studying brand management for a long time, says that counterfeiting other brands has reached the point of flooding. French crocodile brand Well known, there are at least 100 crocodile colors in China. Walking around some commercial centers in cities, the logo that is easily confused with international famous brands can be seen everywhere. Although these practices are not illegal, they are not honest.

Wu Dong, lawyer of Shanghai Hui Ye law firm, believes that although Jordan's final decision on Jordan's sports case is unpredictable, there is at least one point: "even if Jordan sports develops well in China, it will be difficult for them to go to the world, because the trademark is not recognized abroad."

If it wasn't for Jordan to sue Jordan for sports, maybe many consumers didn't know that the two Jordan had nothing to do with it. SOHO China CEO Zhang Xin said on micro-blog, "I have always thought that Jordan's sportswear is Jordan's, just like Lining's."

Mr. Chen, a consumer in Shanghai, was very unhappy with the practice of "celebrities". He said that sporting goods were called "Jordan", apparently to remind people of pilling star Jordan, causing some illusions, otherwise why not call "Zhang Dan" and "Li Dan"?

"Brand name" behavior ultimately hurts itself.

Bian Xiangyang, a member of the China Garment Association Expert Committee and a doctoral tutor of Donghua University, said that some enterprises were able to get temporary development through "brand name" in the early stages of development, subject to factors such as capital and brand awareness.

Jordan's sports experience just proves this point. Its predecessor was the two commodity factory of Jinjiang County, founded in 1984, and was renamed as Jordan sports in 2000, when the registered capital was 5 million yuan. In the next 13 years, Jordan sports grew rapidly, and its registered capital increased to 450 million yuan when it changed to a joint stock company in 2009.

　　 Shanghai Pan Yang law firm partner Liu Chunquan analysis, Jordan sports reflects the common dilemma of a number of enterprises in China: when it is unknown, it hopes to "brand name" to promote sales; now the increasingly fierce brand competition, but inhibit the further development of enterprises, let alone "go out". "Some international companies will adopt the strategy of" water fish culture ". When Chinese brands become bigger, they will initiate litigation, and this will cause greater damage.

Zhang Huiming, director of the Enterprise Research Institute of Fudan University, said that the behavior of "naming famous brands" made consumers feel at a loss. "For example, the famous jewelry brands in Hongkong are called Zhou Dafu and Zhou Shengsheng, and there is a jewelry brand named Zhou Dasheng in the mainland, which is difficult for many consumers to distinguish. "This" Shanzhai "business mode can only get short-term benefits, but it will be harmful to long-term development, and it will also damage China's market image. Liu Chunquan said.

Wu Shenggen, member of the academic committee of the China Advertising Association, pointed out that corporate behavior is influenced by consumer psychology. Some enterprises are willing to take up foreign names or celebrities, often to cater to the psychological needs of the audience, and this consumption psychology is actually irrational and unhealthy. "Today's manufacturing industry in China is no less than any other country in the world, and it should have confidence in domestic products."

Establishing new system and innovating brand

Economist Wu Jinglian pointed out that the key to the spanformation of China's economic development mode is to establish a system conducive to innovation.

An important reason for the first industrial revolution in Britain in eighteenth Century was the protection of patent inventions by legislation. Li Yifeng said, "nowadays, China needs to create an environment for encouraging innovation by developing its own brand and realizing economic spanformation. It is also necessary to strengthen the protection of intellectual property rights."

It is understood that the Beijing Xiushui Street operator, who once criticized the "fake brand", said that it would spanform the market, resolutely reclaim low-quality stalls, build more than 200 boutiques, and plan to introduce the European and American genuine products into the market.

Zhang Huiming pointed out that to curb the development of Chinese enterprises' brand cottage, we need to start from three aspects: first, to cultivate healthy consumer value orientation; two, to use legal and market means to block the way for enterprises to profit by relying on "brand names"; three, management agencies should strictly manage brand registration so as to eliminate "Shanzhai" brand.

At the same time, we should vigorously develop independent intellectual property rights. "At present, China's real world famous brands are numbered, which is seriously mismatched with China's market economy status." Bian Xiangyang said that any big economy in the world needs to be supported by a number of world-famous brands, so as to reflect the innovation ability of a country.

According to the 2011 global brand value list released by Interbrand, 49 of the top 100 brands in the world come from the United States, 38 from Europe, 7 from Japan and 2 Korean brands, while China has only HTC in Taiwan. It can be seen that China, as the second largest economy in the world, has a long way to go to develop its own brand.

Liu Chunquan said that Lenovo's original English name is Legend, and this common word has been registered in many countries. In order to "go out", Lenovo renamed Lenovo, at first it was criticized, and now it has been widely recognized. The road to create a brand is a "crossing" that must be crossed.