Famous Brands And Famous Brands "Hit The Face" Some Domestic Brands Claim "Pure Imports".

MINISO

(hereinafter referred to as "name creation excellent product") is a very popular department store chain in China recently. It is known as "from Tokyo, Japan."

The advocate of leisure life and high quality consumption, mainly sells small commodities of 10 yuan ~30 yuan, and claims an average of 80 ~100 stores a month. It expects to open 6000 stores in the world in 2020 and earn 60 billion yuan in revenue.

Although it has only been established for 3 years, the name of "good quality products" is everywhere. At present, the company has opened more than 1400 stores worldwide, and its founder Ye Guofu is also famous.

However, with its rapid expansion, some disputes also follow.

False propaganda,

High imitation labels are also posted on famous products.

This chain store is quite similar to the other jewelry chain enterprise "ah Ya", both of which are Ye Guofu's assets, and products and suppliers overlap.

The brand name and quality products of Japanese brands are similar to some Japanese brands in the logo design and store style. Most of the products sold in the shop come from domestic factories, and many of them have a face to face with famous brands.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd., told reporters that the brand name of "good brand" relies on rapid replication to make a large-scale fast food mode, and whether long-term development needs to be observed.

Playing the banner of Japanese brand

It seems that the outside world has never stopped questioning the name of the best products. The fast fashion brand, which is known as Tokyo, Japan, has more Chinese genes.

According to its official website, the name brand is the brand of Japanese fast fashion designer. Its headquarters is located in Tokyo, Japan. It is co founded by Japanese designer Miyake Junya and Chinese young entrepreneur Ye Guofu. Miyake Junya is also the chief designer at the same time.

In 2013, it was imported from the Guangzhou financial group of China by the SimMan fund and operated by Guangdong Bao Yang Cci Capital Ltd (hereinafter referred to as Bao Yang Investment).

As a matter of fact, both the Zeeman fund and Bao Yang investment are the companies under the name of Guo Fu, one of the founders of the creation of excellent products.

Ye Guofu also has a jewelry chain enterprise -- ah ya.

The famous brand of high quality products has claimed that every 7 days, a group of cool new products, a low price new line and a fast fashion leisure department store brand has won the favor of consumers.

By visiting the physical store, the reporter found that most of the products sold in the famous brand goods shop came from domestic production, some products were the same as ah ya, and suppliers also had a lot of coincidence.

For example, Guangdong AI Sheng Daily Chemicals Co., Ltd., Guangzhou Huayan Cosmetics Co., Ltd., Guangdong beauty beauty cosmetics industry Co., Ltd. and Guangzhou jiamun Cosmetics Co., Ltd. are all suppliers of excellent products, and the reporters found that some of the products produced by these companies are also sold on the market.

It is worth noting that some of the products in the famous brand products are not marked by manufacturers, but only the words "Guangdong of origin" and "Zhejiang of origin".

In its official website, it claims to insist on selecting the right quality materials from all over the world, and over 80% of its products are originated from Japan, South Korea, Sweden, Denmark, Singapore, Malaysia and China.

According to the official website, there are only 4 stores in Japan that are known as Japanese brands.

It is worth noting that the trademark of name creation and superior products was applied for registration in China in 2013, but the time that the brand applied for registration in Japan was in 2014, which was half a year later than in China.

Earlier, Ye Guofu said in an interview with economist Wu Xiaobo: "in September of 2013, when the three Japanese business license was applied to Japan, because I understood China's national conditions, I immediately returned from Japan to arrange a registered trademark in China, and made good brand protection.

What's more, three Zhai Shun is also directly pformed from a designer to an entrepreneur. There is no commercial operation experience. According to Japanese legal practice and common practice, it is normal to start the business of naming superior products in Japan before registering trademarks.

This creates the difference in the application time we see. "

However, Ye Guofu admitted in the media interview that the slogan of "100% Japanese quality" is a way of advertising packaging. He admitted that 90% of the products are made in China.

According to reports, some of the top quality stores in Haikou were labeled with "pure imports" on the food shelves, but most of the goods on the shelves were produced in Guangdong and other places, suspected of false propaganda.

After the investigation of Haikou city commerce and Industry Bureau, all the industrial and commercial bureaus have been required to check and rectify the famous brand shop in the area. The words "pure imports" have been removed before.

Commodity and big name "face collision"

It has been pointed out from the outside world that there are suspicion that some famous brands will be plagiarized by certain brands in terms of trademarks, shop style and merchandise.

For example, the logo of the famous brand products is quite similar to that of UNIQLO's logo, and there are many products that are "bumping into faces" with some famous brand products.

Reporters found in Guangzhou's famous brand of Li Ying square store, many products will be mistaken for a well-known brand at a glance.

For example, a moisturizing spray sold by famous brand products is very similar to the moisturizing spray of the French cosmetics brand Avene. They are all white metal bottles. They match orange in English, and the shape, size, font design and patterns are quite similar.

The reporter once came to the Mentholatum counter with a famous product of superior quality, and the salesperson mistakenly assumed that the product that the reporter took was Mentholatum series.

According to the fifth provision of the anti unfair competition law, the operator shall not counterfeit the registered trademark of another person, unauthorized use of the name, packaging or decoration of the well-known commodity, or use the name, packaging and decoration similar to the well-known commodity, causing confusion with the well-known commodities of others so that the buyer is mistaken for the well-known commodity.

Zhang Wen, a lawyer at Hansheng law firm in Shanghai, told reporters that judging from the appearance of some famous products, the appearance of some famous brands is quite similar, but it is necessary to judge whether or not they achieve "unfair competition".

"If the approximation is not particularly obvious, the market supervisory authority is generally unwilling to make such a judgement because they are unwilling to risk the wrong enforcement.

For a single product, the court may be very embarrassed, but if the entire series of products is concentrated, it may be found that the factors of counterfeiting other people's products are more obvious.

Zhang Wen explained further.

On the other hand, the famous and excellent products have also found a great "foundry" of the cosmetics industry, the "overlord".

According to a personage of Ying Terry, it is a relatively high-end product such as Estee Lauder and so on. "Aiming at the characteristics of the famous brand, we will develop some relatively inexpensive formula to select as many products as possible to meet their cost requirements."

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Do you accept investment only if you do not join?

But these do not hamper famous brands to attract a large number of partners.

According to business reports, the name of the top quality product claims not to join, only accept investment.

Reporters noted that the name of the top quality products are not registered on the franchise website, but its shop expansion mode is more like the franchise mode.

The official website of famous and excellent products shows that the way of store cooperation is as follows: partners need to pay royalties, goods margin and decoration prepayment.

For single store cooperation, the brand usage fee is 150 thousand yuan, the goods margin is 750 thousand yuan, and the three stores above cooperate with each store, the brand use fee is 100 thousand yuan, and the goods margin is 700 thousand yuan.

In terms of cooperative profit distribution policy, 38% of daily turnover (33% of food) is the income of partners.

The shop decoration is provided by the famous and high quality engineering department, and the design drawings are decorated by the company decoration team. The container shelves are provided by the company uniformly, and the cost is self-contained.

The reporter called the mobile phone of Miss Li, who was responsible for the cooperation of Southern China District, which was provided by the official website of the official website. The other said that the area of the cooperative shop must be more than 150 square meters, and the decoration price of the shop is 2800 yuan per square meter, and the start-up fund is more than 2 million yuan.

Generally speaking, "franchise chain" refers to commercial franchising, which needs to be recorded in the franchise system.

Zhang Wen told reporters that the difference between franchising and the development of dealers is that the first is not to accept the franchise fee, the other is whether the business is duplicated according to the unified system, such as signs, management, shop decoration and so on.

"Some franchisees are very smart, such as receiving a sum of money from the franchisee, not the franchise fee, but the trademark management fee, which makes it difficult to define franchising."

And the name of the best products to investors to charge the brand fees, suspected of playing the edge ball.

The name of the top quality products in the official website said that since its entry in Japan in 2013, it has actively explored the international market, and has opened more than 1400 stores in the world over the past two years. In 2015, its revenue exceeded 5 billion yuan, and its revenue is expected to reach 10 billion yuan in 2016.

However, in fact, its business situation is not as good as expected, including direct stores.

Many times, a person who has chosen a location for a straight line shop and a partner of a famous brand has revealed to reporters that the sales volume of the famous and high quality direct shop in Changsha pedestrian street is just over 100 thousand yuan. The average daily turnover is about 30 thousand yuan.

However, after opening several Direct stores in the best locations in Changsha, a large number of investors have been attracted, and the rents of Changsha business circle have been raised a lot.

For this statement, the reporter failed to further confirm.

"Those articles on the Internet are obviously exaggerated. This shop is also a concept. It is essentially a" ten yuan shop "with a Japanese coat. It has no core stuff at all.

Those people believe that.

"Brand name and quality products rely on rapid replication to do large-scale large-scale fast food mode, whether long-term development needs to be observed."

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd.

In response, reporters repeatedly called Ye Guofu, the phone is in no answer.

At the same time, the reporter visited the famous and excellent company on the spot and left an interview letter at the front desk, but no reply was made before the deadline.