Analysis: Reconciliation Between King ADI And Adidas

After P nearly 5 years of lawsuits, there is no "ADI king" in the world.

"Adi Wang" was originally a registered trademark of ADI sporting goods (China) Limited (hereinafter referred to as "Adi Wang sports"), which is headquartered in < a href= "http://www.91se91.com/news/index_p.asp" > Quanzhou < /a >.

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< p > but in August 2008, ADI sports was taken to the court by pnational giant Adidas company. The latter believed that the trademark "Shanzhai" of the former triangle was similar to itself and infringed its exclusive right to trademark, which constituted unfair competition.

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< p > May 7th, Adidas told reporters: "Adidas and Adi king have reached a settlement.

According to the agreement, the content of the conciliation is confidential, and no party shall disclose its contents. "

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< p > it is reported that the so-called "Conciliation" refers to the fact that Adi Wang has given up the registered trademark and LOGO of "ADI king", while Adidas has no longer insisted on asking for compensation of hundreds of millions of yuan.

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< p > this means that Adidas sports, which started in 2006 as a "copycat" image, will have to resume its stoves. Quanzhou's numerous two or three line sports brands will also have to "double line operations". On the one hand, sports giant channels sink and the three or four line market has become the "Red Sea"; on the other hand, the "big stick" of trademark protection of multinational corporations is like the sword of Damour, who is hanging over the head, and may fall at any time.

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< p > strong > surface > /strong > < /p >.

< p > abandoning the original Chinese and inverted triangle trademarks without having to fulfill the claim of over 100 million yuan, and retaining the English Adivon trademark should be the best outcome that Adi Wang may strive for.

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P > 5 years before and after the litigation of Adidas and Ardi's sports.

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< p > August 2008, Adidas complained to the Yingkou court of Adidas sports, Hua Zhu company and individual owner of bait sports mall, Yingkou economic and Technological Development Zone.

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< p > Adidas believes that the ADIDAS trademark of the company has been registered in China in 1974 and has registered several similar trademarks in related commodities. However, without permission from Adidas, Guo has suspended the "Adi Wang", Adivon and inverted triangle logo and logo in the prominent locations of the business premises, and the sports shoes and clothing sold in the store also used several signs similar to the plaintiff's trademarks, which is enough to cause the public to mistaken, infringe the plaintiff's exclusive right to use the registered trademark and constitute unfair competition.

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< p > but the progress of litigation is not as smooth as Adidas expected.

From Yingkou to Dalian, from Dalian to Beijing, Yingkou and other three courts and Liaoning Provincial High Court and Supreme People's court for six times, the two sides have not reached a compromise in terms of infringement or compensation.

In the meantime, because of losing many times, Adidas even once pushed the national trademark review and Adjudication Board to the dock.

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"P >" finally, it is said that the Ministry of Commerce has come forward with good offices.

Adi Wang gave up the trademark, and Adidas no longer insisted on asking for compensation of over 100 million yuan.

Quanzhou, a senior industry insider who declined to be named, said.

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< p > May 3rd, Adidas sports issued to the agents and franchisees the "notice on the use of trademark and enterprise name standard" (hereinafter referred to as "notice").

The notice said that from now on, we will stop using the ADI triangle LOGO, "Adi Wang" Chinese trademark and related trademark in the new products, new advertising materials, new printing products and new shop decoration.

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< p > Adi Wang sports also asked the agent to sell the previous < a href= "http://www.91se91.com/news/index_h.asp" > inventory < /a > finished products and related matching before April 6, 2017, and the existing shop decoration can continue to be used until April 6, 2017 until the agent contract and the same period of joining together.

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< p > that is to say, the inventory merchandise of ADI sports has won nearly 4 years of sales buffer period.

In this regard, Adidas said it could not comment on the content of the settlement, but stressed that "Adidas did not buy the king of ADI."

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< p > "Adidas wins the surface, but the actual result is not as good as desired."

According to the people familiar with the matter, the boss of Adi Wang has accumulated hundreds of millions of dollars through six or seven years of development.

In 2012, Adi Wang's sales volume was between 300 million and 400 million yuan, and its profit was around 100 billion yuan. Under such circumstances, it would be the best outcome for them to abandon the original Chinese and inverted triangular trademark without having to fulfill the claim of over 100 million yuan and retain the English Adivon trademark.

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< p > < strong > giant sinking > /strong > /p >

< p > "under such severe competition situation, do not say the three or four line brands such as Adi Wang, even the survival space of leading brands such as Lining and Anta has been squeezed."

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< p > but this view has not been recognized by the head of another second line sports brand in Quanzhou.

In the same person who does not want to be named, the king of ADI maintained the "past", and Adidas opened the "future".

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"P", founded in 2006, is a "Shanzhai" expert in the three line sports brand of Quanzhou.

The company's products clearly determine the grassroots population in the three or four tier cities of China, and the price of the product is more than 100~300 yuan.

Compared with the price tag of 500 yuan, such as Nike and Adidas, the price advantage of Adi Wang is quite obvious.

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< p > on this basis, the market team of Adi Wang sports also launched targeted grassroots marketing.

On the one hand, it encourages its target group to scorn "dignitaries": "can not afford to buy Adidas, trample it on the foot", "my road is my master", "everything can change" and other slogans are deeply popular with young people; on the other hand, it also promotes the brand's status in the three or four line target consumers by planting marketing in Hunan TV's meteor shower and other TV dramas.

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< p > but the problem now is that Adidas has clearly understood the "low price" marketing code of the domestic sports brand.

The settlement of pnational giants has already begun.

Over the past two years, domestic sports brand sales have declined and inventories have increased. Most enterprises have begun to implement adjustment measures such as closing stores and controlling orders. Adidas is now in the growth stage after cleaning up inventories earlier after the Beijing Olympic Games.

The sports brand responsible person said.

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< p > data show that in the face of the poor performance of Li Ningchao's low price clearance and orders in the three quarter of, according to the exchange rate constant calculation, Adidas's first quarter sales in Greater China increased by 6% over the same period.

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"P >" Adidas's determination is more than that.

In 2013, the company on the one hand through the electricity supplier in the name of "clear goods" price promotions, on the other hand, plans to open 800 stores in the domestic four tier cities.

The official said that the two hundred or three hundred yuan Adidas product with low price promotion on the Internet is actually not a "stock" product, but a product specially customized by Adidas for the domestic four line market.

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< p > "under such a severe competition situation, do not say the three or four line brands such as Adi Wang. Even the survival space of leading brands such as Lining and Anta has been squeezed, facing a key battle in 2013.

After all, if Lining and some three or four line brands decline after two consecutive years of sales, if this year can not reverse the negative growth trend, the decline is likely to show acceleration.

The person in charge said.

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