NEW BALANCE Sports Shoes Lift "Imitation N" Brand Tide Easily Lead Disputes

In the past two years,

The popular band is hot.

The "N" trend has recently found that all kinds of local "N" shoes are emerging one after another.

Behind this massive "Big Bang", there are rules for their survival.

The industry believes that enterprises want to "free ride", want to get the largest share of the market interest at the lowest cost and the shortest time. The trend of "N" is no exception. But by making similar products and borrowing other people's brands to make their brand value added, these are all short-term actions. If the enterprise wants to survive and develop, it also needs to return to the origin of products, and insist on imitation to independent innovation.

"N" shoes blossom everywhere, moderately priced, attracting consumers' attention.

Recently, Miss Zhang's father bought a pair of NEW BALANCE sports shoes of more than 200 yuan in the promotion booth at the Tianhong shopping mall in Zhongshan Road, Xiamen. She thought she had picked up a big bargain. As a result, she went home to look at it carefully, and the "N" word on the pair of sports shoes was written as "NEW VS OLD".

It is known that this brand is Newell, which is located in Jinjiang only in appearance, similar to NEW BALANCE.

According to this reflection, the reporter came to the Nestle brand promotion booth.

Reporter noted that its brand LOGO is an English letter "N", the appearance of sports shoes is basically the same as that of the American brand NEW BALANCE sports shoes, and there is no significant difference.

Only careful observation revealed that the English alphabet "N" on Newell shoes is much more than the "N VS" of NEW BALANCE sneakers in the United States, which is "NEW VS OLD".

According to promoters, neuweather shoes brand sports shoes are cheaper, usually in 200~300 yuan.

"The ones you sell in your hands are sold very fast, they are out of print, only 200 yuan, and now they are engaged in activities and half off sales."

The promoters said.

According to press reports, the trademark NEW BALANCE of the US brand is the English letter "N" and "B". The Chinese trademark is new hundred Lun, and its selling price is generally over 500 yuan.

Informed sources said, only in Jinjiang, the "N" LOGO similar to the brand of up to five or six, of which NEWBALUN, NEWVSOLD, Neue Ben Lons, new lead and so on, and N have been inextravable. With the rapid development of NEW BALANCE in the Chinese market, the brand in many parts of the country's shop speed is not inferior to NEW BALANCE.

"In order to survive, we have to follow the consumption orientation of the market. N shoes are very popular, so we can only try to get closer to this market."

The new chief executive of the new brun leading company, speaking of this, is rather helpless. "Although we know that this kind of fashion orientation has been popular for several years, our shoes are selling well at the present time. Even in the backdrop of the domestic sports brand industry, the sales volume is enough to maintain the normal operation cost of the company."

This point has been approved by the relevant person in charge of Neue Ben Lons. The official said that although the market heat of "N" shoes gradually weakened, especially in the first and second tier markets in China, the main market of Neue Ben Lons was distributed in three or four line cities. As long as "N" shoes could be heated for two or three years in the three or four line market, Neue Ben Lons would have the chance of survival and development.

"The Chinese market is huge, not all people can consume the popular products. So, some consumers want to pursue the trend, but they do not have the ability to consume certain international brands. So the brands that are similar to the word" N "LOGO have won the favor of this part of the market.

BFGoodrich Co AI private brand marketing director said.

Insiders said that for the low and middle end consumers, their sensitivity to brand is not so high, more rational consumption, and the comfort of shoes themselves. So long as these so-called "N" shoes are guaranteed quality, the sales of products are guaranteed.

Short term follow up situation depends on products.

It is true that the popularity of NEW BALANCE has been a hot trend in the "N" trend of sports shoes. Although sales are guaranteed, enterprises can survive. But after the popularity of the "N" shoe trend, what is the fate of these enterprises?

No doubt, the king of Adidas, which is difficult to reproduce in old days,

Nice has quit the stage of the sports market even though it is

The success of sports also rounded the alarm for the rest of the industry.

According to the insiders, it is hard to fight for iron, and after a short "Big Bang", what enterprises should do is to strengthen their ability and move from "big card" to self creating brand.

Indeed, to create a famous brand, it requires a lot of manpower, material and financial resources. Taking the NEW BALANCE brand as an example, more than 100 years of efforts and innovations, hundreds of millions of publicity and promotion, hundreds of honors and dozens of high quality jogging shoes products have been brought to the fame and reputation of today's NEW BALANCE.

Therefore, many enterprises want to get the largest share of market interest by "free riding" at the least cost and the shortest time.

Li Guangdou, a brand expert, believes that the original intention of Shanzhai brand and tagging label is to make use of the popularity of international brands to expand the market. This mode of development will encounter many embarrassments when enterprises occupy a certain market share.

"Children who can no longer support others should raise their own children."

When describing the relationship between brand and enterprise, Li Guangdou said that at the beginning of establishing a brand, it is necessary for us to take a long-term view. We should not only think about imitation and speculation when we register a trademark. We must take into account the future development and growth and the future to go abroad.

"It is true that making similar products through" brand name "and borrowing other people's brands to add value to their brands may make their products rapidly increase popularity, expand their influence and gain profits, but this is by no means a long-term development plan for enterprises, and enterprises should pay attention to product quality and brand building.

Hou Lidong, a senior sports personage, said that the most fundamental reason for the existence of suspected "brand names" in society is that the ability of independent innovation of enterprises is not strong.

"N" shoes are likely to cause unfair competition.

For the above phenomenon, Chen Huanyao, general manager and intellectual property consultant of Fujian Heng Du Intellectual Property Agency Co., Ltd., said that many enterprises will adopt the principle of prior application of trademark and register a trademark.

As long as the enterprise refers to the approximate examination, especially the graphic trademark is not as good as the trademark, it can be registered by adding some of the so-called design features.

Although trademark registration of enterprises has certificates, they are not exactly used in accordance with the plans of registered trademarks.

China's trademark law stipulates that enterprises must be used exactly in accordance with the registered pattern. However, in the actual sales process, many enterprises are suspected of being close to the NEW BALANCE trademark when they use the "N", which is easy to form unfair competition and cause disputes.

"In fact, enterprises in Jinjiang and Putian are selling" N "shoes and selling similar products. Strictly speaking, they belong to unfair competition. They may be prosecuted for rights protection and cause disputes.

An important factor in examining whether trademark is similar is whether the two trademarks constitute a confusion of consumers.

The so-called "N" graphic structure in the market is very similar. In reality, consumers may be mistaken for buying.

If consumers are confused, it will lead to unfair competition.

Then, by the side of the "brand name", we will definitely do infringement.

We should know that trademark is not legal to obtain registration. It is all right. Even if the business is bigger, it may also be faced with the risk of being withdrawn from the trademark, resulting in infringement, product shelves, ineffectiveness, cancellation of registration and so on.

Chen Huanyao said.

Chen Huanyao said, "near brand" can enable manufacturers to get economic benefits quickly, which is the fundamental reason why many enterprises are still competing for "big cards" when they know risks.

But judging from the long-term development of enterprises, such a practice is very disadvantageous.

In order to maintain their normal production and operation, enterprises should abandon speculative behavior such as "brand name". This behavior may bring temporary benefits, but in the long run, it may cause enterprises to have hidden troubles in trademark disputes and affect the image of enterprises.

Chen Huanyao suggested that enterprises that follow suit should strengthen their own innovation and should have ruled out such risks before investing heavily in commercial development.

In addition, enterprises should have independent and proprietary intellectual property rights, and make overall planning and effective management of the company's intellectual property rights, that is, improving basic applications such as application, registration and registration of intellectual property rights, and employing professional service organizations for effective protection.

Intellectual property rights are effectively and correctly maintained according to the value of creation and the importance of the development of the company.

Brand enterprises should pay attention to publicizing brand details in publicity, otherwise it is easy to cause the general public to distinguish between true and false, and the difficulty of imitation of trademarks.