Local Shoe Companies Continue To Innovate Core Technologies

As Anta and other brands are moving towards the world, they have gained the favor of some lawless elements while they have the outstanding achievements of the market. A large number of counterfeit products flow into the market, which is not only consumers' rights and interests, but also a huge impact on the brand itself.

Under such circumstances, local shoe enterprises launched a vigorous campaign to fight against counterfeiting and to declare war on "Li Gui" in this way. Nowadays, counterfeiting is not only a matter of large enterprises, but also more and more small and medium-sized enterprises have begun to protect their brands.

　 Local shoe companies Counterfeiting

"5... 4... 3... 2... 1, ignition! "In the morning of June 18th, POOVE (China) Co., Ltd. headquarters in Nanan, a" zero tolerance, help journey "as the theme of the fight against counterfeiting, destruction of counterfeit goods activities staged. With the orders of the commanders, tens of thousands of counterfeit goods seized from POOVE in the anti counterfeiting operation became instant flames.

Seeing the counterfeit and shoddy products being destroyed by the flames, Chen Jinbo, President of POOVE (China) Co., Ltd., deeply regrets her heart: through the destruction of the large fake products, on the one hand, he demonstrated to the outside world the results of POOVE's recent anti counterfeiting activities, showing that POOVE firmly committed to the strong determination to crack down on counterfeiting and selling crimes. On the other hand, Chen Jinbo also hoped that through the company's anti-counterfeiting rights, the counterfeiting would be carried out to the end, effectively protecting the legitimate rights and interests of consumers and business partners, and promoting the healthy and sustainable development of the industry and the market.

"Fake and shoddy" is a vicious fraud against consumers, which has caused great trouble to the brand and the market. Chen Jinbo told reporters that the brand is advancing, and counterfeiting is not an overnight effort. All along, POOVE regards brand as life, resolutely "zero tolerance" to fake and shoddy products, and has invested a lot of manpower, material resources and financial resources to investigate, identify and collect counterfeit and inferior products nationwide. At the same time, POOVE set up a special anti-counterfeiting group within the enterprise, and worked closely with law enforcement departments, such as industry and commerce, public security, etc., to jointly crack down on counterfeiting and selling behavior.

　　 No independence Occasionally, in order to fundamentally deal with the lawless elements of counterfeiting and selling fake products, lion brand outdoor is closely cooperating with the local industrial and commercial departments and public security departments in a certain area to implement the anti fake action. Previously, in order to reshape the healthy environment of the market, Anta's sword action and wild sports shoes were also huge.

As a leading sporting goods product in China, Anta's sword operation is earlier. According to Huang Wenting, head of the Ministry of legal affairs of Anta, Anta set up a special department to cooperate with industry and Commerce and public security as early as 2006 to develop this work, forming a long-term mechanism to effectively crack down on criminals who manufacture and sell counterfeit Anta products, and fully protect the legitimate rights and interests of enterprises and consumers. The move is aimed at reinventing the fair and healthy market consumption environment, protecting consumers' rights and interests, and demonstrating the determination of Anta to strengthen the protection of independent intellectual property rights.

For the "Li Gui" infringement cases, lion brand outdoor also holds a "zero tolerance" posture. "We must not tolerate such incidents. Fake and shoddy products not only damage the interests of consumers, but also affect the reputation of the brand. Therefore, we should take up the arms of the law and safeguard their rights and participate in the fight against counterfeiting. This is good for consumers and themselves, and also an objective manifestation of corporate social responsibility. " Xu Rongsheng, chairman of Lion Brand outdoor products Co., Ltd.

　　 "Li Gui" has great harm to brands.

The rise of this wave of counterfeiting is closely related to the deepening understanding of the "Li Gui" injury.

In April 19, 2010, wild sports held the first high-efficiency patent footwear release ceremony at the shoe fair in Jinjiang. By the end of 2010, the market had already seen the imitation of wild sports shoes. In 2011, the wild sports shoes were being modeled in large quantities.

"Tort engulf corporate profits is very large. Some fake and shoddy products on the market have directly taken away a large part of the sales volume of the brand by relying on low price advantages. If we can not take effective measures in time to scare away the infringers' infringement, the profits of the enterprises will be further eroded and directly restrict the rapid development of the enterprises. Zhang Zhefeng, vice president of wild power group, said that the company has invested millions of yuan each year to develop new products around the series of breathable shoes. In order to achieve the desired benefits and prevent the impact of fake and shoddy products, we must invest funds to fight against counterfeiting. Otherwise, the efficiency of products developed by enterprises will be affected.

This has also been recognized by Zheng Jianhua, manager of POOVE (China) Limited, planning department. The rampant rampage is really enough to squeeze the brand itself away. Nowadays, fake and shoddy online are fiercely fiercely. They have found that one of the explosions in the enterprise is sold at a low price of 68 yuan on the Internet. Sales can reach up to 1000 pairs a day, which seriously affects the interests of local distributors and customers, but it is not a legally authorized network operation shop. In addition, "we imagine that consumers have identified the names of POOVE exclusive brand to buy your shoes, and finally bought a pair of cottage back, found that it is counterfeit, the anger of consumers to where to scatter, is naturally a brand. Enterprises' appearance of safeguarding rights is not only the need to maintain brand reputation, but also a responsible attitude towards consumers.

However, Zhang Zhefeng pointed out that enterprises should seize the right to fight against counterfeiting at the same time, it is necessary to upgrade their own product anti-counterfeiting system to one of the important strategic plans for enterprises to protect their rights and fight against counterfeiting. "For those enterprises that own franchised chain stores, enterprises can prevent fleeing goods as long as they have their own anti-counterfeiting labels. There are many ways to prevent counterfeit products in the market, and some consumers can scrape the coating or make phone calls to confirm the authenticity. For the wholesale market enterprises, the anti-counterfeiting work is still more difficult, so enterprises should pay more attention to it.

According to the insiders, enterprises should generate the only electronic ID card for each product in the production process. Digital forgery can make use of the nationwide telephone network to establish a nationwide anti-counterfeiting network. It can be monitored and managed at any time. It can also play a unique and positive role in smuggling, ticket management and online marketing, and can greatly reduce the cost of artificial counterfeiting.

Continuous innovation of core technology

In fact, not all brands have fake and shoddy products. Only relatively good brands will be copied. For example, there are many famous brands like LV, Nike and Adidas in the market. Manufacturers can crack down on fake and shoddy products and maintain brand image. Although this will increase the cost of enterprises, enterprises still have to do it. And let consumers know that, despite the existence of fake and shoddy products on the market, these fake and shoddy products have been hit. Guo Hanyao, chief consultant of Jiuzhou colleague, said.

In the face of the emergence of fake and shoddy products, many enterprises are taking different measures to control fleeing goods from distributors, giving high rewards to those who report counterfeiting and shoddy products, actively cooperate with industry and commerce departments, take proper measures to safeguard their rights and interests, tell consumers what products are genuine products, tell consumers how to distinguish authenticity and so on. But Guo Hanyao believes that the most important thing lies in the constant innovation of the core technology of the enterprise. After all, Li Gui is only in shape, unable to do enough "God", and "God" is the core technology.

"Now, fake level can imitate the appearance to the extreme, but the real core technology is imitated. For example, POOVE aims at designing and producing products for young people, each product from four dimensions: edition, fabric, process and color. Such process flow, product control system, and even details handling on some tongue and shoe buckles, it is impossible to imitate fraudsters to do so much. Zheng Jianhua said that just like making a suit, a good suit is very important for wearing comfort on cuffs and necklines. So, most of the children's faces are fan shaped, and the comfort of the last type is not easy to imitate.

According to the introduction, in order to enhance the core competitiveness of products in essence, POOVE, as the leader in the industry, has been committed to creating exclusive brand for teenagers, insisting on providing the most comfortable and healthy wearing experience for young people. On the one hand, it has successfully created the unique product development concept of "exclusive edition, exclusive color, exclusive fabric and exclusive technology", and has established the advantages of its own products. On the other hand, POOVE has actively sought professional technical support and strong combination. Since 2013, POOVE has begun to introduce the leading technology of the global chemical industry -- Dow Chemical's top global technology, and the application of "immortal shields" technology is only "tip of the iceberg".

Perhaps, only by fully developing a road of industrial development with the core of technological innovation can enterprises always be imitated but never surpassed. After all, fake and shoddy is never "God", and "God" is the core technology and development concept.

Lin Shaoxiong, President of wild power company, once proudly told reporters: "only good products will be plagiarized, and wild sports shoes will be popular with consumers after entering the market, enjoying a high market reputation. Illegal manufacturers are seeing business opportunities, secretly dismantling the wild ventilation products and stealing technology. Independent innovation is the vitality of enterprises, and wild sports always adhere to technological innovation and combine with the brand concept of fashion life to create differentiated brand personality.

"To achieve the highest level of detail, there will be no room for counterfeit goods." Xu Rongsheng believes that repeated emphasis on details and good products is the kingly way. The same pair of shoes, they must consider whether the shoes are comfortable after wearing, whether the waterproof effect is up to the requirements, whether the breathable and fast drying is really able to achieve, and finally according to their experience to modify the fabric and version of the product; similarly, fake and shoddy can only be heavy and rough, and can not be compared with it.