Why Did The Brand New Balance Fall Into The Same Pit For The Two Time?

Jonathan Lee endorsement of New Balance

You should have seen the circle of friends being brushed, especially Jonathan Lee.

Does the advertisement New Balance do "count every step"?

This is 110 years old.

Known as "President jogging shoes" brand name from

To marketing is worthy of "classic" two words, in the mainland business is also interesting, from middle age to young people, consumers of all walks of life with New Balance excellent marketing strategy has been good for it.

However, the brand seems to be subjected to some kind of curse. Whenever we see the brand entering the "peak of life" in the mainland, we must encounter a moth.

For example, from the day when this article came out, New Balance would say goodbye to the brand of "new brun" that they had worked painstakingly for nearly ten years.

As early as July 2013, Zhou Lelun, the owner of a shoe factory in Guangdong, began to sue the Chinese trademark of New Balance.

The Chaoyang shoe and hat company was allowed to register the "hundred Lun" trademark in August 1996 and was pferred to Zhou Lelun in April 2004.

In 2004, Zhou Lun applied for the registration of the "new hundred Lun" trademark, which was approved in January 2008 and approved for use in the twenty-fifth category of shoes and boots.

Sportswear and other commodities.

New Balance was approved in April 15, 2003 to register the "NEW BALANCE" trademark on the twenty-fifth category of shoes, the Chinese name is new hundred.

In December 2006, New Century Trading (China) Co., Ltd. was established in Shanghai. Since then, the Chinese name of "new hundred Lun" has been widely used for publicity and marketing.

In the two period of time, New Balance used "new hundred Lun" first, while Zhou Lelun registered the "new hundred Lun" logo.

From the perspective of personal speculation, it is easy to get the possibility of Zhou Lun's existence of Shanzhai new hundred Lun, but there is another interpretation at the legal level.

According to lawyer Chen Siyuan, founder of the legal cat, trademark rights are intellectual property rights and are regional. When they are used in a country, they do not mean that they can also be protected in China.

Our country usually protects registered trademarks in China. Unless there is sufficient evidence to prove that others are "preemptive", the Trademark Office will be invalid after the trademark office announces that the trademark registered by others is invalid, and the real user of the trademark may apply for registration after filing the registration with the trademark office.

Recently, this trademark dispute case also has the result, the Guangdong Provincial Higher People's court publicly declared that the new Bai Lun company constituted infringement, but the 98 million compensation of the first instance was sentenced to 5 million yuan, and Zhou Lelun's "new hundred Lun" has become the national product brand protected by the law.

You know, our country, especially shoe industry, is not uncommon in famous sports brands, such as this:

Puma becomes pumo

Another example:

Adidas becomes daiads

Generally speaking, we have sympathy for the foreign brands copied by Shanzhai, and we hold a critical attitude towards the "self" people who are also honest with their brands.

But New Balance was totally unsympathetic at this time because it was the second time they had fallen in the same pit.

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Eight years ago, I was interviewed by Xiao Bian, a young editor, when he was president of Michael Wellman. He introduced to Xiaobian that New Balance held an activity called love / hate, the theme is that consumers love and hate running, and of course it is still love. Its purpose is to make New Balance "once again" once again after returning to China through the shaping of running. "Wellman"

Of course, due to past problems, our road in China may not be smooth sailing. "

The problem he said was the rush of new Bo Lun encountered before and after 2000.

At that time, Xiaobian's report was as follows:

"In the summer of 1998, I had my first pair of New Balance sneakers. Because of the registration name, it was also called" new Yorkland "at that time.

368 yuan for a student who has not yet graduated is not a small number, and although I have the youth's vanity, but must not follow the beaten track and repeat the mistakes of others, so I chose "New York" and also won people's dazzling gaze.

It wasn't long. When I bought second pairs in 1999, I found that the full street was a big N.

I couldn't help but get angry. "

The netizen's message appropriately displayed the situation of "New York" in the Chinese market in 2000.

"New York" looks like a very heavy blow when it looks good.

Manufacturers in Yangjiang, Guangdong, privately expand their production and sell privately, with a view to obtaining huge profits. All these actions failed to escape the eyes of the US headquarters. They ordered the manufacturers to stop production quickly, but then they encountered a more severe blow. The new trademark of New York was seized by Yangjiang Union shoe company.

Although the right and wrong is clear at the moment, what consumers see is not that "New York" has been fraudulent by the agents, but the "New York" casual shoes that can be bought at 150 yuan on the street. The massive price cuts have made consumers blowout with enthusiasm for "New York".

At that time, "New York" can be described in one word: full street.

In fact, the first thing to say is that the profit is not in the hands of "New York" but rather the wallet of the former agent.

The sharp price cut has devastated the new high-end brand image of New York, which has been regarded as the product of brand life because of its blind pursuit of profits. It has been completely ignored. The "New York" is no longer a good sign to show consumers' taste, but consumers who used to buy it at a high price are also unworthy of even being cheated. With the Chinese sign being snatch, the efforts of "New York" in China can be said to be destroyed, and we have to withdraw from the Chinese market in a short time.

When the pain of the rush rush is over, China's huge market has made New Balance2003 start to seek development in China again.

New Balance finally made up his mind to change his Chinese logo from "New York" to "new".

"New hundred Lun" literally fits the English name and implies the rebirth of nirvana.

Problems left over by history still make new hundred Lun very headache.

In the domestic market, New Balance, like other famous foreign brands, is also troubled by fakes. The biggest worry is that "Li Gui" still exists.

A friend of mine complained to the author that she wanted to buy a pair of "New Balance" jogging shoes in the mall, and found that there were two brands with the capital N: "New York" and "new".

After more than ten years of hard work, "new hundred Lun" finally won the recognition of domestic consumers.

However, as mentioned earlier, New Balance once again fell into the same pit.

In fact, as early as December 2007, the new balance company (new balance company) asked the Trademark Office to reject Zhou Lelun's application for the registration of "new hundred Lun" trademark, but it was not accepted.

However, it is puzzling that the new hundred Lun company is using the "new hundred Lun" to publicize it when it knows that "brand" and "new hundred Lun" are registered.

It's hard to understand that as a centennial enterprise, New Balance has behaved so childish in dealing with brand disputes.

Despite being prosecuted by Zhou Lelun in 2013, New Balance abandoned the brand of "new brun" and replaced it with "New Balance" and "NB" in external publicity.

But for many years, the marketing achievements of "new hundred Lun" have fallen into other people's pockets.

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New Balance re promotes "NB" brand

According to reports, New Balance expressed disappointment and considered whether to continue appeals.

A spokesman for the company said the ruling "is particularly concerned because it contradicts the understanding of intellectual property rights in the developed world", and the ruling may set a bad precedent.

No matter what the final judgment result will be in the future, New Balance, which has experienced two Chinese names, will make consumers forget the new nun and new brun, and remould the brand image of NB Centennial jogging. It is not only simple advertising in the circle of friends, but also a simple screen.

After all, New Balance has spent a lot of energy on promoting new and new hundred.