Is The Trademark Invalid And Its Performance Worrying? These Sports Brands Are Facing Crisis In The 2019.

In 2018, the sports fever continued. Now 2019 is almost half too fast, but not all sports brands are having a good day. The first time to mention the domestic sports brand is Anta, Lining and XTEP. Meanwhile, there are also brands such as "bird of honor" and "360 degree". But recently, the three brands of "noble bird", "360 degree" and "Adidas" have ushered in the brand crisis.

As a prestigious sports brand, the history of Adidas's trademark can be started in 1949, when Adidas's founder used three parallel stripes on shoes and became the iconic pattern of the brand. Foreign countries have always attached importance to trademarks and intellectual property rights. In order to maintain brand influence and particularity, Adidas has been bombarded with similar and striped brands.

Just a few days ago, a European Court ruled that Adidas's three bar logo was invalid. The court explained that the logo was just a common graphic marker and had no corresponding uniqueness. Meanwhile, the court upheld the decision of the EU Intellectual Property Office to cancel the trademarks of the three bars in 2016.

The trademark of the three bar is invalid, which means that Adidas's trademark is no longer unique and unique. The brand that uses similar trademark will appear in a wide range, which is a disaster for the brand. Adidas said it was disappointed with the ruling. However, the company also pointed out that the ruling is valid only for the use of the "three bars" trademark in limited fields, and the appeal can continue.

We can find that all the three bars in Adidas's brand and trademark are indispensable elements, whether they are familiar with three bars, clovers or round Logo. For Adidas, the existence of the three bars can be regarded as the initial intention of the brand and the unique characteristic of the brand.

Trademark is the basic condition to distinguish the source of goods. Adidas, which has lost its uniqueness, will face the weakening of brand value and the emergence of numerous "three bars" brand. But will it have a negative market impact on the brand? In the past sixty or seventy years, Adidas's trademark has been deeply rooted in the hearts of the people. Even if it loses its particularity, it will not have a big negative impact on the brand, and Adidas will not give up the appeal.

When Adidas was entangled in trademark, the local brand of "noble bird" made the decision to end diversification and return to the main industry.

Also born in the shoe city of Jinjiang, the great bird went different ways with Anta and XTEP. Please Andy Lau, sponsor the phenomenal program, brilliant achievements make it difficult for the birds to stop the pace of expansion. When the cost pressures increased rapidly and profits continued to decline, the "floating" birds of fancy birds took a fancy to the diversification of sports industry, and tried to build sports industrialization groups with various forms of sports industry coordinated development on the basis of sporting goods manufacturing.

Entering the unfamiliar field has brought endless hidden dangers to the "noble birds". Immature diversification has become the trigger for the decline of enterprises. Just recently, in a notice issued by the noble bird, we wrote: adjust the long-term strategic plan of the company as "return to the main business" and adjust the business plan as "strive to achieve profitability in 2019".

Making this decision is a decision made by the precious bird after losing 686 million yuan in 2018. It is understood that by the end of June, the market value of precious birds was only 3 billion 200 million, and evaporated by 37 billion yuan in four years. However, the brand crisis of the noble bird will not end because of the decision to return to the main industry. The company also faces challenges from other sports brands.

It is also a local sports brand, and there are different problems.

Last year, the business revenue of 331 degrees reached 5 billion 187 million yuan, an increase of 0.6% over the same period last year, with net profit of only 304 million yuan, down 33.5% from the same period last year. Although the 31st degree threw the pot into the environment, compared with Anta Lining and XTEP, the reason can be said to be unconvincing. So the source of the problem is at 31st degree.

Compared with the other brands' high profile, the 31st degree is somewhat obscure, but deep excavation reveals that there are abundant resources in the 31st degree, including the national swimming team, the sponsorship of major sports events and the international market, but none of them is reasonably and effectively utilized. It can be said that a good hand is beaten badly.

At present, the biggest brand crisis is the difficulty of spanformation. Remodeling the brand is a protracted war for the enterprise. Establishing brand image is not overnight. Improving the brand image of consumers is not easy. Author: Wang Yiting