Marketer: Internationalization Of Consumer Mindset

People in the market say, in fact, many so-called "foreign brands" are domestic "blood". This is not news. Many foreign brands that came in early in the period of reform and opening up were many brands registered by foreign compatriots in Hongkong. Later, some counterfeit "old people", "crocodiles" and "Valentino" were even more low-level imitation, registered trademarks similar to brands in foreign countries, and then impersonate famous brands in China.

The same is true now, but it is better. Many brands are from abroad. Although they are domestic blood lineages, such as Mark Ed Faye, they are the brands registered in Italy by the seven wolf group. However, these brands no longer pretend to be fake big names, but start playing their own brands, which is progress. The reason why the brand must have a foreign name is to increase the added value of the brand. It is enough to say that you are a big brand selling high priced brands in China.

There are also some brands that turned out to be Foreign brands It is now bought by the Chinese, such as baozi. It was originally a Canadian brand. Now it is bought by the Chinese. Esprit originated in Europe. Now Hongkong people are in control, Etam is a French brand, but it has been bought by the Chinese. There are also some brands that are authorized to operate the general agent in China. For these brands, it is hard to say what lineage is. Just like Volvo was bought by Geely, Jaguar Land Rover was bought by Tata in India, but people did not regard it as domestic or India goods. If the price is not worth the price, it depends on the consumer's recognition of the product.

So the foreign letters in the shopping mall are not in Chinese, and many people are in a fog. Is this allowed for our laws and regulations? Reporters have consulted the Trademark Law of the People's Republic of China, of which eighth stipulates that any mark that distinguishes the commodities of natural persons, legal persons or other organizations from those of other people, including words, graphics, letters, numbers, three-dimensional signs, color combinations and sounds, and the combination of the above elements, can be applied for registration as trademarks. That is to say, the law does not require. trademark You must have Chinese in it. The trademark in English is legal. However, in the past, when real foreign brands entered the country, they would register a Chinese trademark, such as LV, Gucci, Prada, Chanel, Hermes, Burberry and so on.

Why is it now in China? brand Do not want to play Chinese, only play the English name? Like China's brand "Lining", in the mall inside the logo only Li-Ning Pinyin, no Chinese words. In this regard, some people in marketing say that it may be because with the growth of post-80s and 90s into the main force of consumption, the mentality of these consumer groups is becoming more and more internationalized, and the acceptance of all English labels is higher. Like many joint-venture automobile brands, the original Chinese names of cars have certain meanings, and the new models nowadays are mostly direct English translation without Chinese meaning.