Double-Sided Famous Products: Red And Black On The Road Of Crazy Expansion

Is the product of name creation superior product plagiarized?

Hearing this question, Wang Yang, a partner in the operation, was unable to sit still for a moment. "This is the marketing strategy of Chuang Gao products. I don't think it's a copy. This is a micro innovation."

Famous and excellent products are the fast fashion department store co founded by Ye Guofu and Japanese designer three Zhai Shun in 2013. The first store opened in a pedestrian street in Huadu District of Guangzhou, which covers daily commodities, cosmetics and digital products. The initial price is mostly set at 10 yuan.

It has developed from a small street store to more than three thousand stores worldwide with an annual revenue of over 10 billion. In early 2018, it announced that it had started IPO and was ready to go public. Last September, it announced the strategic investment of Tencent and high leverage capital of 1 billion yuan.

It can be said that last year it has seen a great deal in the media and has become the focus of the retail circle. But doubts also follow.

In March 2018, the trademark of NOME was infringed on the name of the famous brand, and in October, the infringement lawsuit of two years old was created by an official with an illustrator. The official apology ended officially in October. At the end of November, the founder of the PIY furniture of the flat furniture, Shen Wenjiao, wrote "the elephant never sat on the ground." an open letter to Mr. Ye Guofu blames the infringement of the famous brand.

According to the information collected from the sky eye, 65 legal proceedings involving 20 brands of infringement of design patents, 4 infringement of trademark rights, and 19 disputes over the right to propagate the right to propagate the information of the product, were found in the 20 legal proceedings involving the brand agent Guangdong Bao Yang Cci Capital Ltd.

Even those who do not care about these patent disputes, they will feel familiar with entering the famous brand products. LOGO design is similar to UNIQLO, decoration and display are similar to MUJI, cosmetics are like big brand products, but the price is lower, and a few yuan can buy the same brand design. It is impossible to doubt that there are plagiarism motives in the design of famous brands.

Wang Yang defended the name: "when there is no brand, it is to spend money, so that there are hot spots. Does fame create hot spots?

Ye Guofu also holds similar views. In December 5th last year, he used "in the design world, he never used to learn from each other, but did not imitate it." This Trump's daughter said to fight against the name creation plagiarism.

At the same time, he attributed the infringement dispute to the competitive behavior: "the problem of the trademark right of Naomi is a normal commercial competition behavior". Ye Guofu responds to tort disputes in this way.

Zinc finance has tried to take the name of the center for the creation of products, "Chuang Fang said." After that, zinc finance asked questions about product design concepts and intellectual property disputes. As of press release, zinc finance did not get any reply.

One side is plagiarizing the dark clouds, the other is astonishing speed of development and high turnover.

"One copy two to three optimization"

In the early days, most of the products were labeled with the red bottom white label, with a bold "10 yuan" printed on them. It is particularly conspicuous on the edge of a 1.5 meter milky white shelf in the shop.

It was totally different from the "ah Ya" style that was once at the top of the jewelry retail Pyramid. There are numerous "Japanese" labels on famous and excellent products, whether it is decoration or design, it looks like a Japanese brand.

Clean display design, courteous service, cost-effective products, so that its first store in third days to get a breakthrough of twenty thousand turnover, it quickly moved to the national business district. In September 2013, after its establishment, its performance broke through 400 million yuan.

The inspiration for the opening of famous and excellent products originates from the inspection by Ye Guofu, founder of 2008 in Europe, America, Japan and Korea. He found that many goods in Japan are of good quality, but the price is only 100 yen -500 yen. Such stores were still blank in China at that time.

Acquaintance with Japanese designer Miyake Junya has become the sprout of creating famous products. Three Zhai Shun is also responsible for product design. Ye Guofu, who has opened shop experience, is responsible for business development; the back of the product will paste Japanese information, and even be more eye-catching than Chinese.

Miyake Junya's official identity was graduated from the Japanese culture and Clothing Institute, and he graduated from the same school with KENZO (KENZO brand founder) and Yamamoto Teruji. Claiming to be a small success in the Japanese design world, it is a new representative of Japan's "natural life" school.

But in China, the chief designer of the famous product is too quiet and rarely shows up in the media. In some reports about famous and excellent products, he introduced his design concept, which touched people's hearts, not gorgeous, but simple and quiet.

But the designer, who is known as the "designer of many international fashion brands", has been trapped in the "brand name" question.

There are more than two thousand signing designers worldwide, and the design style is mainly based on simplicity. From the design point of view, many products can find prototypes in famous brands, which can be called "simplified version of famous brands".

A year ago, Ye Guofu said publicly in a speech that the biggest selling perfume in the world is not Dior and Chanel, but a famous product, which sells more than 50 thousand bottles per day.

Wang Yang introduced to zinc finance and economics a famous brand of good quality "shake sound explosion" - Valley lily. He said very plainly that the prototype of this perfume is a famous brand perfume. "This perfume, the supplier of famous brand and superior brand is the same with the famous brand perfume."

Wang Yang unpacked the box and moved the bottle of perfume, showing the innovation of this product to zinc finance. It emphasized that after its modification, the name Chuang has its super high performance price ratio. "The same supplier produces, they use glass bottles, the cost is high, the names are replaced by plastic bottles, the original is low, they sell 399 yuan, and the famous brand sells for 10 yuan."

In addition to perfume, he also raised headphones, and also said that in a very expensive headset brand style, the name of the product was revised, and the cost was reduced.

Wang Yang summed up the three steps of the "micro innovation" of the famous products, namely, simplifying the original products, improving the color value of the products, and making the price about 1/10 of the original international brand.

He summed up many methods for Chinese enterprises to grow up from a small scale to zinc finance and Economics: "one copy two changes to three optimization", and equated it with "indigenous innovation". In his view, the first step in this methodology is "copy". "Copy is not copied, how can it be copied successfully?"

Wang Yang believes that the name creation products have entered the stage of micro innovation, and have optimized and upgraded the products according to the strategic objectives of enterprises. "Who do you think are many refrigerators in China? Who do many cars and cell phones look like?"

This "simplified big brand" design method has greatly improved the design efficiency. Although the life cycle of each product is different, the SKU of the name creation can always be maintained at around 3000, and it can maintain 2-3 efficient product updates per week.

Radical businessman

In 2014, Dai an Du, a founder consultant and founder of the letter and win business school, met Ye Guofu. His first impression was "untidy, real". The first meeting lasted for only half an hour, and the two sides finalized the intention of cooperation: let Dai an create a business plan in the name of socialized mobile Internet.

"The logic map of the operation system at that time wrote a whole wall." Dai Ran turned around, raised his hand and made a two mark against the wall behind his office. He still remembered that when Ye Guofu saw the wall, his eyes lit up, and it was called "value".

"We met basically the same as the first time, half an hour." After four or five years of cooperation, Ye Guofu, who is familiar with Dai an, is always fast paced and vigorous.

The eight PPT must be clear about the matter. Small decisions are directly clash on the spot, and important decisions must be answered within two days. Behind this simple and crude "28 rule" is a set of efficient logic that cuts off all invalid links.

"Eat fast, walk fast, speak fast." Dai an Du added one sentence.

In the previous media reports, Ye Guofu's image is a typical Guangdong entrepreneur style - walking with the wind, sitting in economy class, eating real skills, but he is very particular about company affairs.

Just like Ye Guofu's style of action, the label of "famous brand" is "fast". Quick design, quick production, rack up, quick replacement of products, quick opening shop.

In order to be efficient, Ye Guofu mentioned in his speech that he tried every means to reduce intermediate links and find excellent suppliers. He also has a way: a leader, money to smash, big bills, cash.

Ye Guofu mentioned one example, one time the supplier communicated with him, a pair of socks quoted 7.5 yuan, Ye Guofu said 5 yuan, and he ordered the next 1 million. The other side answered and thought about the way to change the material: "I say you have water in your head. If I cut the price, let you change the material, what do you want to do?"

Out of strict control over the supply chain, Ye Guofu was proud to say in a media interview: "our supply chain can be flexible, quick, new, small, and only 19.5 days."

Zhuang Shuai, founder of Bailian consulting, told zinc finance that the core strengths of famous products are product selection, design, supply chain management and shop opening. In his view, Ye Guofu is a businessman who is good at management. "He has strong ability to open shop and cross regional chain management."

This highly efficient businessman has opened over one thousand stores in China in two years. Zhuang Shuai analysis, in China, the name of the best quality products, this low-priced boutique category is indeed a blank. "Taobao quality is not good enough, Jingdong freight is too expensive, the price of products under the line is high. I want to buy 10 yuan socks, I may be best named Chuang Chuang. Zhuang Shuai said.

The famous brand products are Japanese Muji, but Muji is priced very high in China. Zhuang Shuai believes that this development background is very important. "If the price of Muji is reduced by 20%, and the shops will be accelerated, the pressure of fame creation will be great."

So far, although Muji has announced many adjustment prices in China, it is still more expensive. And the pace of famous products is faster.

According to Dai Andu, when the domestic stores reached two thousand stores, the famous brand products started the global layout, and explored the pace of the three or four line cities.

"Why is there only UNIQLO in the world? Why shouldn't you be famous for creating excellent products?" Ye Guofu's memory made Dai Andu memorable. Ye Guofu, who likes to wear uniforms at ordinary times, wants to make the name of the best quality product into the UNIQLO of the department store.

In Dai's view, the trial of famous products in Southeast Asia proved that the mode of global expansion is feasible. According to him, the next target is four thousand domestic stores and six thousand overseas ones.

At the same time, the ecological chain of famous and excellent products is also extending. From the beautiful makeup and daily life to the future maternal and infant products, Ye Guofu's business layout is all inclusive and interlinked, presenting the form of full chain development.

Rapid expansion and sustained high revenue make Ye Guofu's speech radical. Ye Guofu became famous after his fame.

"Don't listen to Ma Yun's flickering. Ma Yun will bring you to the ditch and listen to my flickering."

"If the physical store is lost to the electricity supplier, I would like to give Wang Jianlin one hundred million of the money with Ma Yundu."

"Sunning is not worth a penny in my eyes."

"Today's online traffic in China has been taken away by BAT. Where is the line traffic? It's in my hands. "

"You can't understand us, just like you didn't understand Alibaba ten years ago."

These golden sentences may be Ye Guofu's propaganda strategy. He himself and the famous excellent products have received more attention in the controversy, which will help the famous and famous products to become more famous, and they can produce more explosions.

Create explosive funds

Behind the products of famous and excellent products is Ye Guofu's ambition to become a bomb.

In the jitter search, the short video appeared in the short video with the recommendation of "name creation and good stuff", "teach you the price of creating the name, buy the quality of Muji", and "label the grass girl". In the video, young girls search in the famous store. The voice is mysteriously swaying the "new baby" in front of the camera. The number of videos is more than two hundred thousand.

In 2018, famous brand products especially paid attention to marketing. In the film and television field, the "sweet crit", which was created by Lu Han and Guan Xiaotong, has been implanted in micro-blog fever by embedding Korean dramas "ghosts" and "when you are sleeping".

In addition to vigorously promoting various channels, famous brand products are modeled on famous brands such as Dior chameleon lipstick and Biore sunscreen in a large number of products, with the slogan of "parity" instead of "KOL". Rubbing the heat of the big name, the name Chuang has exploded one after another.

A lot of people are drying out products that have been sold out on micro-blog. Because of this kind of fever, there are many evaluation papers published, which further improves the visibility of products.

Dai Yang told zinc finance, in 2014, the name Chuang has tried to implant mobile social networking and scenario based strategy in the system. Social games were not as popular as they are now.

He mentioned that in the past, the "goddess tribe" community was set up in every store. The goddesses in the group were the most popular fans. They were similar to the trouble finding officials, who could offer internal discounts and concessions by giving advice to the stores.

These people will be ahead of the test and feedback before the products are put on shelves. "The goddess of the community tribe and part of it is in the name creation system. Nowadays, word of mouth recommendation and jitter promotion are actually the development of this group of people. Dai Yang told zinc finance.

Ye Guofu himself pays great attention to marketing. He once mentioned in a media interview that a good name will save 90% of advertising expenses for enterprises. He asked the shop assistant to emphasize the shop name MINISO. He said that MINISO sounds nice, and it can be a beautiful LOGO comparable to apple and Nike. The large number of blank bags on the famous brand products, printed with the red MINISO with a smiling face, is an excellent advertisement in itself.

Whether trademark or product design, Ye Guofu wants to get more attention. However, last year, the name of the best product was hit by another form of infringement.

"Business hooligans"

In the rapid development of famous and excellent products, intellectual property has always been savage.

The products on the market can be used for it, and it has always been entangled in the past two years.

"Thank you for creating the best products, so that I have gone through all judicial proceedings." In October 2018, the illustrator Bai Guan, who had fought for two years with a famous product, finally waited for their apology on the official website.

Bai Guan has published comic books since 2008. In 2016, he was told by netizens that his "minimalist zoo" comic book was sold directly on the book.

From the beginning of the incredible to the founder's apology today, it is recalled that in the past two years, Bai Guan has been calming down a lot, and all of the original emotions have been smoothed out by the fact that many of the names have been rejected.

In March 2017, the first trial decided to win the white pass, ordered the founder to stop selling, compensate for the economic losses of 80 thousand, and publicly apologize, but the name founder side appealed the result. 7 months later, the first instance was upheld by the second instance.

Bai Guan still remembered that he sat outside waiting for a lawyer before the second trial. The electronic screen on the front door of the court is constantly moving the case to be tried on that day: JDB and Wang Laoji are "big companies," and suddenly feel that they are a bit troublesome to the country. Bai Guan said.

There were not many accidents on the opening day. The lawyers of the Chuang Chuang Fang only emphasized three things: "do not recognize the original author is white Guan", "the name is only selling, not responsible for the production, so it is not infringement". "The first trial is too heavy, not consistent with the facts, not to the first instance", but it is unable to submit any evidence.

"Denial is the main reason, and it is obvious that they have become accustomed to such lawsuits, and there are early countermeasures." Bai Guan told zinc finance.

At the end of February 2018, the compensation was paid, but it refused to carry out a public apology.

In the 8 months, Bai Guan applied for compulsory enforcement, but the founder made a request for cooperation and face to face apology. After the two refusal of the white pass, the name Chuang Gao finally released a letter of apology at the official website, and this long lawsuit ended.

From the beginning, a second tier city has been steadily gaining ground in the three or four tier cities. In addition to the global strategy of layout, brand upgrading has become the highlight of famous brand products. Based on daily groceries, famous brand products also extend two brands -- light home brand NOME and life home MINIHOME.

But the new brand is also caught in plagiarism.

At the end of November last year, Shen Wenjiao, founder of the PIY brand of flat furniture, wrote the article on the WeChat public. "The elephant never sat on the ground. An open letter to Mr. Ye Guofu" accused the MINIHOME of its products from plagiarizing PIY's NUDE coat rack.

Shen Wenjiao claimed that when he first met in March, Ye Guofu came with a bottle of Moutai, and the two talked happily about it. He also decided to cooperate on the spot: opening PIY area in the famous brand store. But in the next few months, the name of the best quality product has reduced the original 80 square meter area to 25 square meters.

The cooperation ended, but only 15 days later, MINIHOME appeared almost the same product as the PIY NUDE coat rack with PIY's two largest patent. It is called the "Berge Berry hat rack".

Shen Wenjiao's original thought of win-win cooperation has become a premeditated theft, and the reduction of cooperation conditions seems more like a skillful way to force himself to give up the contract.

Since the birth of the NUDE coat rack in 2014, it has been pirated frequently. In 2017, even because of the rampant piracy, it has won the highest prize of German red dot and incorporated into the net red products of many museums. The daily order of Taobao PIY self shop is only two, and the studio is on the verge of dissolution.

In response to this dispute, Ye Guofu responded to the media: "the clothes hanger they have said has long existed in foreign countries, and this is the marketing of touch porcelain, so we do not want to respond more."

In an article that "elephants never sit on the ground", Shen Wenjiao said that if he was confirmed to be the marketing of porcelain, he would open all PIY patents and he would not fight for any longer.

As for the frequent infringement of famous brand products, Wang Yang believes that the micro innovation of enterprises in the commercialization process is more conducive to the market and consumers. "As long as enterprises are willing to bear the cost of plagiarism after losing a lawsuit, I think this way of micro innovation is not unreasonable." Wang Yang said.

He asked the zinc finance and Economics: if we can bring benefits to the public, enterprises are willing to accept the consequences. Is this behavior acceptable?

However, the "welfare" in the eyes of famous and excellent products has been repeatedly exposed to quality problems. In 2018, one plus one pearlescent brush eye shadow pen (bronze) was found to be harmful to excessive arsenic. In July of the same year, according to the interface report, the name of the best quality product blush was detected ten times higher than the standard value in South Korea.

In 2016, the State Food and Drug Administration issued a circular on the fact that sunscreen products were actually inconsistent with the products and identification components of sunscreen cosmetics. The famous glamour product, which was produced by Guangzhou jialmeng Cosmetics Co., Ltd., was on the list of glamour code, whitening sunscreen, charming password whitening sunscreen cream Aloe sunscreen (Wen Hexing), MINISO sunscreen lotion, etc.

Professor Liu Youhua, a national intellectual property expert database and professor of doctoral tutor of Xiangtan University, told zinc finance. The intellectual property rights protection in China has been faced with the problem of long burden of proof and long evidence.

He said that enterprise innovation needs high cost, and the illegal cost of infringement is not high, which leads to some people's luck and the implementation of infringing intellectual property rights. At the same time, once they are accused of infringing intellectual property rights, the perpetrator often uses the administrative litigation procedure as a litigation strategy, which in turn disputes the validity of intellectual property rights, which not only increases the cost of protecting rights of the rights holders, but also greatly prolongs the cycle of civil infringement cases.

The whole process of safeguarding rights takes much time and cost, and the amount of compensation for individual cases is not high. There may still be problems of follow-up implementation. Liu Youhua said that some people gave up their rights for these reasons.

White Guan told zinc finance, the high cost of safeguarding rights is what he did not expect before. "Litigation costs forty thousand or fifty thousand, time cost pressure is not small." Looking back over the past two years, Bai Guan was very impressed, but he also told zinc finance that despite such difficulties, it is still not tolerable for such infringement.

Liu Youhua said that at present, the state is pushing the whole society to enhance the awareness of intellectual property protection from top to bottom, including the establishment of the Supreme People's court intellectual property court, the revision and improvement of relevant laws such as the patent law, the improvement of statutory compensation, and so on.

Although several times have been caught in a wave of infringement, the development of name brand products has not yet been greatly affected. Investors may not mind the reputation of intellectual property rights in their products. What they care more about is the development of amazing products and amazing revenue figures.

"I feel that name creation is absolutely contributing to consumers and investors. Wang Yang, who is standing on the draught, has not had any ups and downs?