Jinjiang And "N" Shoes Have To Tell The Story.

In the past two years, the popularity of NEWBALANCE has been hot.

"Nchr (34)" trend, Xiaobian recently found that the mainland "Nchr (34)" shoes emerge in endlessly.

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

The industry believes that enterprises want to "free ride" and want to get the largest share of the market interest at the lowest cost and the shortest time. "Nchr (34)" 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 from the imitation to independent innovation.

A few days ago, Miss Zhang's father bought a pair of NEWBALANCE sports shoes with 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 have a closer look. The "Nchr (34)" on the upper pair of the sneakers said "NEWVSOLDchr (34)".

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

According to this reflection, Xiaobian came to the newestle brand promotion booth.

Xiaobian noted that its brand LOGO is an English letter "Nchr (34)" and the appearance of sneakers is basically the same as that of the American brand NEWBALANCE, and there is no significant difference between them.

Only careful observation reveals that the English letter "Nchr" (34) on Newell shoes is much more than "Nchr (34)" of the American NEWBALANCE sneakers "NEWVSOLDchr" (34).

According to promoters, Newell

Sports shoes are cheaper, usually at 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 Xiaobian, the trademark NEWBALANCE of the US brand is the English letter "Nchr (34)" and "Bchr" (34), and the Chinese brand is new hundred Lun, whose selling price is generally over 500 yuan.

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There are people familiar with the matter, only in Jinjiang, and the "Nchr (34) LOGO" brand of up to five or six, of which NEWBALUN, NEWVSOLD, Neue Ben Lons, new lead and so on, and Nchr (34) have formed an indissoluble bond, with the host NEWBALANCE in the Chinese market, the rapid popularity of the brand in many parts of the country's shop speed is not inferior to NEWBALANCE.

"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 Nchr (34) shoes has gradually weakened, especially in the domestic first and second tier markets, the main market of Neue Ben Lons is distributed in three or four line cities. As long as "Nchr (34)" shoes can still be hot for two or three years in the three or four line market, Neue Ben Lons will 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" Nchr (34) LOGO "have gained the favor of this sub market.

BFGoodrich Co AI private brand marketing director said.

Insiders told reporters that for low-end mass consumers, their sensitivity to brand is not so high, more rational consumption, and the comfort of shoes themselves. So long as these so-called "Nchr (34)" shoes are guaranteed quality, the sales of products will naturally be guaranteed.

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Short term follow up situation depends on products.

It is true that the popularity of NEWBALANCE has heated up the "Nchr (34)" trend of sports shoes. Although sales are guaranteed, enterprises can survive. But after the popularity of Nchr (34) shoes, what is the fate of these enterprises?

Undoubtedly, Adidas and Adidas, which are difficult to recreate in the old days, have already retired from the stage of the sports market. Even the success of Jordan sports has shocked 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 NEWBALANCE 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 fame and reputation of today's NEWBALANCE.

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 industry journalist, told reporters that the most fundamental reason for the existence of suspected "near brand" phenomenon in society is that the ability of independent innovation of enterprises is not strong.

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"Nchr (34)" 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 will be slightly amended to add part of the so-called "trademark".

Characteristics are all likely to be registered.

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 make the same use according to the registration pattern, but in the actual sales process, many enterprises in the use of "Nchr (34)", there are close to the suspicion of NEWBALANCE trademark, 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 "Nchr (34)" 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 told reporters that "brand name" can enable manufacturers to get economic benefits quickly. This is the fundamental reason why many enterprises know that they have risks and are still competing for "big cards".

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 following suit.

To strengthen their own innovation, we should exclude this risk before investing heavily in commercial development.

In addition, an enterprise should have its own intellectual property rights and the company's own intellectual property rights.

To carry out overall planning and effective management, that is, to improve basic applications such as application, registration and registration of intellectual property rights, and employ 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.