Luxury Goods Industry'S Pervasive Fakes

Since the 2009 international financial crisis, luxury brands like LV, GUCCI and MontBlanc have experienced the best time in China: annual sales have increased by two digits, and have experienced the worst times: slowing down or even negative growth.

An insider who worked in a luxury group told the China business newspaper that the management of the company was helpless and helpless against the flooding of counterfeit goods in the Chinese market.

"Earlier, fake products expanded the awareness and spread of the brand, and the brand cost more consumers to know it, but later the counterfeit goods flooded, which affected the reputation of the brand.

Nowadays, the brand side can't take care of the fake products.

The case of GUCCI is the true portrayal of the state described by these people.

In March 11, 2015, GUCCI filed a lawsuit against Huaan optics, saying that it produced products labeled "GUCCI" and had been punished by industrial and commercial administration. It seriously infringed on the exclusive right of the registered trademark of the brand. It demanded that Huaan optics immediately stop the infringement and apologize and compensate for its economic loss of 500 thousand yuan.

But Huaan optical defender believes that the company has been in early 2013.

Not only is there no production marked "

"The identification glasses have not been punished by the administrative department.

The court finally decided that GUCCI company should enjoy the right to exclusive use of trademark for the "GUCCI" registered trademark and should be protected by law.

However, the existing evidence in the case can not prove that Huaan optical company has infringed the registered trademark of GUCCI since June 2013 and has been renamed Wenzhou Ouhai industrial and commercial administration in Ouhai district.

The fact that the authority has investigated and dismissed the claim of GUCCI company.

The industry believes that this lawsuit by GUCCI has more symbolic significance.

He said that a few years ago, most of the luxury goods were sold in the local market or the small commodity market. Buyers were often not the target consumers of the brand. Now the counterfeit brands have already penetrated into the high-end private clubs, and the prices are relatively high. Most buyers are potential consumers or emerging consumers of the brand, which has a certain economic strength, which seriously affects the sales of the brand.

"Every year inside the company spends a lot of energy on crackdown, but the target of counterfeiting is particularly dispersed. A counterfeiting enterprise was produced in Yiwu today. It turned off the factory to Wenzhou in the next day, and ran to Guangdong in a few days, so the company can not continue to fight, it takes time and energy, and it is quite powerless."

The industry disclosed to reporters that since 2014, the company has increased its investment in trademark registration and intellectual property protection, and is determined to spend more energy on counterfeiting.