"Three Crocodiles" Ended Forty Years Of Disputes.

The crocodile is a very fierce reptile. When it opens its big mouth and exposes its dense teeth, all animals may become its prey.

However, the commercial "three crocodile" struggle ended in the atmosphere of "harmony is precious", and the situation of choosing win-win situation has become a classic case of the brand war.

Safe East and West crocodiles

The crocodiles that breathe and grow in their ponds are safe.

In 1933, named after the famous tennis player LACOSTE of France.

It was officially unveiled, because LACOSTE's long nose and offensive style on the court gave him the nickname "crocodile".

In the same year, the French crocodile (LACOSTE) registered trademark in the area.

After LACOSTE retired, French crocodile

Start producing and selling in bulk, and creatively embroidered green crocodile markings on the left breast of the sportswear. The personal reputation of professional athletes makes the alligator shirts popular in the west, especially in the United States.

The crocodile in the eastern pond was born in Singapore in 1947, and the two brothers Chen Xianjin and Chen Shaohui founded the clothing brand.

In 1951, the Singapore crocodile trademark was also registered locally, with the content of "crocodile graphic +CAROCDILE handwriting".

Then Chen brothers entered the Chinese Hongkong market.

But after a sudden change of wind, soon after the two brothers separated, Chen Xianjin developed in Singapore and Malaysia, while his second brother Chen Jun was operating in Hongkong, which is the origin of third crocodiles, Hongkong crocodiles.

Later due to

By the acquisition of Hongkong Lixin group, Hongkong crocodiles no longer have anything to do with Singapore crocodiles.

Crocodiles of the East and West run their own businesses and expand their sites without knowing the other side.

After the successful registration of Singapore crocodile trademark, Chen brothers won the opportunity to register in more than 20 countries and regions in Asia and Africa.

After that, Chen Xianjin continued to expand overseas markets, and the product range extended from the original clothing to more than 10 categories, leather goods, footwear and golf series.

At the same time, the French crocodile has also been sought after in the European and American markets.

Western crocodiles "invaded" smoke four times

At the end of the 60s, the French crocodile entered the Japanese market and wanted to register locally. It was strongly resisted by the Singapore crocodile, and the French crocodile was brought to court on the grounds of trademark infringement.

Similarly, ten years later, when crocodiles began selling products in Hongkong, they were boycotted by Hongkong crocodiles.

In addition, the "three crocodiles" also launched marathon disputes in Asian countries such as Burma, Thailand and Kampuchea.

But the French crocodile pleaded in Japan on the grounds of "Singapore crocodile head to the left and the French crocodile head to the right". After three years of litigation, the Singapore crocodile finally gave in and agreed that the French crocodile was registered in Japan. The Hongkong crocodile also shook hands with the French crocodile, and the two sides also became partners: the Hongkong crocodile sold as a product of the French crocodile products in Hongkong.

After more than ten years of struggle, the French crocodile and the Singapore crocodile reached a consensus in 1983, and agreed to conclude and settle all the legal disputes pending between the two sides. The two sides agreed that their respective trademark labels could coexist in the relevant markets, and they would not be confused, and they should join forces against other infringers.

Crocodile reconciliation

But after nearly 20 years of truce, the French crocodile returned the Singapore crocodile and the Hongkong crocodile to court, this time because of the Chinese mainland market.

With the increasing popularity of the mainland market and the revival of consumer brand awareness, the French crocodile registered in the mainland of China before the Singapore crocodile and Hongkong crocodile registered the two oriental alligators to the Beijing Higher People's court in 2000. The reason is that they have infringed the exclusive right of the crocodiles to register their trademarks in the mainland of China, resulting in the loss of their interests in the Chinese mainland market.

To this end, Singapore crocodiles, which own hundreds of stores in the mainland of China, have to reactivate a new brand of "cartel" crocodile with green, blue and red colors in the mainland. In order to make this trademark known to consumers as soon as possible, Chen Xianjin spends a lot of advertising expenses on it.

The Singapore crocodile new trademark was also recognized by the Beijing Higher People's court in 2008. It has obvious difference from the French crocodile trademark in the word composition, the call and the overall appearance. The two trademarks have existed for many years in practical use, and each of them has their own high popularity and distinctive characteristics. At this point, the two sides can finally coexist peacefully.

The Hongkong crocodile also reached a compromise with the French crocodile.

More than forty years of dispute, finally, "three crocodiles" end the tug of war in the atmosphere of "harmony and value". Zhou Ting, President of the luxury goods expert and Research Institute of wealth and quality, thinks that the reconciliation of the three crocodiles has its uniqueness and inevitability. In an interview with reporters, she analyzed: "brand disputes in the short run will help promote brand awareness, but dragging too long will damage the brand. Secondly, the purpose of the dispute is to fight for commercial interests, so long as the interests reach a certain compromise, the dispute will disappear."

Zhou Ting noticed that during the long debate, the crocodile brand began to be in the downward stage, and the continued debate would only further promote the loss of brand and consumers.

In a market that has long been ploughed up by all parties, and consumers have their own fixed customers, it is better to continue to argue and hurt the brand than to continue to coexist and win together to resist others' infringement.