How Does New Balance Highlight The Lost Name + Shanzhai Siege?

Known as "President"

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Bad luck came in all directions, because just a few days ago, after the new Baron, it lost the Chinese name of new baron.

A few days ago, the high people's Court of Guangdong province (hereinafter referred to as "the Guangdong High Court") made a two trial on the "new 100 Lun" trademark dispute case, and the court ordered new hundred Lun to immediately stop the infringement of the registered trademark of Zhou Lelun "100 len" and "new 100 Lun" and 5 million yuan for Zhou len.

The trademark dispute has been going on for 10 years.

It is reported that Zhou Lelun, the boss of Guangdong shoe enterprises, is the exclusive right holder of the "new Bai Lun" registered trademark. He pferred from the other hands to the "hundred Lun" trademark in April 2004, and applied for the registration of "new hundred Lun" trademark in June of the same year, and was registered in January 2008.

New Balance, known as the king of jogging shoes, has won the registered trademark of "N" and "NB" in China, and has been awarded the registered trademark of "NEW BALANCE" in April 2003.

According to China Trademark network information, the "new hundred Lun" trademark submitted by the company in September 2006 is invalid.

But then, New Balance chose to use the Chinese name of "new Bai Lun" for publicity and marketing, and used the "new hundred New Balance" logo.

So, in July 2013, Zhou Lelun asked the court to order the new Lun Lun to infringe its "new hundred Lun" registered trademark right, and ordered the court to stop the infringement immediately, and demanded compensation for the economic loss of 98 million yuan.

In the end, this demand was supported.

In April 2015, the intermediate people's Court of Guangzhou made a first instance decision to order New Balance to stop immediately infringing on the trademark rights of Zhou Le LAN and compensate Zhou Lelun for 98 million yuan.

New Balance refused to accept the first instance decision and appealed to the Guangdong high court.

A few days ago, the result of the second instance was released. The ruling found that Zhou Lelun's registered trademark was legal and effective, but the amount of compensation was reduced to 5 million yuan.

This means that New Balance has lost its Chinese name of marketing, and the new brand has been returned to local brands by well-known foreign brands.

New Balance, known as the president's jogging shoes, is going to run next time. The reporter has called his official website phone and has never answered.

The two time you lose your name is your strength.

This is the second time that New Balance has lost its Chinese name.

As early as the 90s of last century, New Balance first entered the Chinese market. In order to do as the Romans do, they used the Chinese plation of "New York".

Brand LOGO is a big N, and it has become popular in China.

But unfortunately, New Balance was hit hard when the situation was great. Manufacturers in Yangjiang, Guangdong, privately expanded their production and reduced their sales.

After the discovery of the headquarters of the United States, the manufacturers demanded to break the contract, but worse still, the new trademark of "New York" has been snatch by Yangjiang union shoe company.

After a substantial reduction in price and popularity, the quality of the product that was once regarded as a brand statement was ignored.

It can be said that New Balance's efforts in China were destroyed.

So from 1998 to 2002, New Balance withdrew from the Chinese market because of agency disputes and trademark disputes.

By 2003, New Balance entered the Chinese market through proxy system.

In 2006, the new hundred Lun company was established, mainly responsible for selling New Balance sports shoes series products in China, and soon occupied a considerable share of the running shoes market.

During the period, in order to adapt to the Chinese market culture, the company chose to use the Chinese name of "new hundred Lun" for publicity and marketing, and use the "new NewBalance" logo in its promotional products.

Next, there were second long lost histories.

"N" legion, omnidirectional NB

Despite the fact that the trademark dispute has been divided, the impact on New Balance is far from over.

"When you buy shoes, you just rush to 'N' and don't know which company is producing it, let alone trademark!" Xiao Li, who was preparing for the night race, bought a pair of New Balance jogging shoes last month, but which N is stupid enough to tell.

Many people interviewed by reporters also shared the same feeling with Xiao Li, who did not know who was the real NB.

New Balance is encountering the all - dimensional and stereoscopic interception of "N Legion".

It is reported that in 2014, many large shopping centers in Beijing had the appearance of New Balance special sale floats. The goods of flower cars were different from genuine ones in terms of invoices, shoeboxes and so on.

The media has also reported such a phenomenon, which is known as the "new hundred Lun leading" store sales promotion rack, which reads "new hundred Lun, leading the whole 20 percent off", which is obviously "holding thighs".

The reporter understands, the shoe is N, and New Balance is like twin brothers brand.

One is New York, the name of agent New Balance in China before 2003, and several sellers on Taobao are selling New York boots. Its staff also directly called "new NB".

Another is the new balun leader, which has counters in many shopping malls in Ji'nan.

The two time the New Balance was embarrassed.

Although the Guangdong high court thinks that consumers consider the reputation of "N", "NB" and "NEW BALANCE" brand when they buy their products.

But it is undeniable that after two times of "collapse", people will undoubtedly be more confused about the brand cognition of the company.

Heavy roadblocks are still laborious.

In fact, in this round of comeback, New Balance has been very rewarding.

According to reports, from 2012 to 2014, the annual sales volume of New Balance in China reached two digits, and the number of stores increased from 301 in 2011 to more than 1600 in 2014 (of which 60 were direct stores).

Its official website shows that at present, New Balance has 2675 stores in China.

It is reported that the total number of New Balance stores in Shandong is 225, while there are 22 stores in Ji'nan.

This time, New Balance caught up with China's running trend.

"Experience abroad shows that when GDP per capita exceeds 15 thousand dollars, jogging will become popular.

The speed of Internet development in China will only advance this development.

Zhang Hongwen, general manager of New Balance Greater China, said.

Jogging is the label of "American president shoes".

However, due to the early replacement of agents and distributors, the company's sales in China have been rotten to the street, and counterfeit goods are rampant.

Obviously, New Balance is also aware of such confusion.

On the Chinese official website of the company, there are also claims that consumers are taught how to distinguish fake goods. For example, there are few discounts for new products of New Balance, even though the discount rate of off-season goods in factory stores is usually over forty percent off.

But can this solve the problem? Reporters found on Taobao, whether it is input New Balance, Newban or new blun, there will still be a large number of shops selling "NB" words, and the prices are even more uneven.

It is reported that New Balance has said that it will jointly strengthen the anti-counterfeiting industry and Commerce Department, and prepare for the store to adopt the gold lettered certification, in order to prevent consumers from buying fake goods, but also did not see any movement.