Inventory of those who have been registered as international big names in China

In the case of brand names, this situation is mostly caused by the lack of strength of small, unnamed companies that want to rapidly expand their markets and use well-known brands to promote their products. This essentially reflects the thinking of some companies for quick success and instant benefit. Their behavior is a free ride.

On April 24th, the Guangzhou Intermediate People's Court made a first-instance judgment on the case of the “New Balance” trademark dispute over the famous US sports brand. The hospital believes that the New Balance company's affiliated company in China - New Balance Trade (China) Co., Ltd. because of the use of another registered trademark "New Balance" constitutes an infringement of the right to exclusive use of other trademarks, to compensate the other party 98 million yuan. It is said that this is the highest number of intellectual property cases in the history of the hospital.

In recent years, cases concerning trademark rights disputes have occurred from time to time and have increasingly attracted public attention.

In the case of brand names, this situation is mostly caused by the lack of strength of small, unnamed companies that want to rapidly expand their markets and use well-known brands to promote their products. This essentially reflects the thinking of some companies for quick success and instant benefit. Their behavior is a free ride.

1. "Adi King"

A small shoe factory that began with foreign trade OEM started in 2006 the King Adity Sporting Goods (China) Co., Ltd. Its flagship brand, Adi Wang, is known as the “king of the king” because its name and trademark resembles the internationally renowned sports brand Adidas. Netizens talk about “wearing shoes only wearing Adi’s king” and “Adi is the king of the cottage”. .

Even so, King Addi survived the adversity. In the London Olympics, adivon chose Syria, Lesotho, and Côte d'Ivoire as sponsors at a glance; he advertised at the Mango Terrace; sponsored Guo Jingming’s “Little Times”; and entered the NBA. and many more. Although people in the first-tier cities such as Beishangguang are not well-accepted, they quickly occupy the market in the third- and fourth-tier cities. As of the end of 2012, Adi's annual profit has broken 100 million yuan, spreading more than 3,000 stores nationwide.

2. Jordan Sports

Jinjiang's Jordan Sports Co., Ltd. has registered with the "Jordan", "QIAO DAN", "Qiaodan" and other series of brands, due to the same name with the basketball star Michael Jordan, the trademark is also highly similar to its 1997 shot dunk silhouette. Therefore, the brand was once considered to have a relationship with Michael Jordan, and it occupies a large market in small cities in China at a low price. In 2010, the sales revenue was as high as 2.91 billion yuan, and it even sought a listing.

3. Jiangsu Hao Liyou

Hao Liyou was established in 1956. It is one of the four major food companies in South Korea. It entered the Chinese market in the mid-1990s and has two legal entities - Hao Liyou Foods Co., Ltd. and Hao Liyou Foods (Shanghai) Co., Ltd., relying on its well-known brand “Holiday School”. (Chocolate pie)" 20 years after entering the Chinese market, sales exceeded 1 trillion won. But in Lianyungang, Jiangsu, there are two companies named Haoliyou. One is called Jiangsu Haoliyou Food Technology Co., Ltd., which mainly deals in seaweed, seafood, bean products, puffed foods, convenience foods, and small foods; the other is called Jiangsu. Hao Liyou Real Estate Development Co., Ltd.

Grasping trademarks, such behaviors are mostly foreign brands do not register Chinese trademarks in time, leading some people to deliberately rush in order to fishing.

1.BV

Bottega Veneta (BV), a luxury brand in Italy, was sneaked into the familiar name of “Bao Jia Jia” in China and had to launch a new Chinese name “葆蝶家” in 2013. It sounded like a cottage mask sold by friends circles. The name, I do not know how many levels.

Land Rover

LANDROVER is a well-known off-road vehicle brand. However, the company's original trademark "Land Tiger" was registered by Geely Group in 1999. The Geely Group stated that it registered the "Land Rover" trademark because it was preparing to acquire LANDROVER at that time and did not expect that the acquisition plan would later fail. LANDROVER was acquired by the Indian Tata Group.

The new knowledge here also needs to mention the chaos about car rename. Many cars will be renamed in the Chinese market, and some will even be renamed as addictive. Take Toyota's Land Cruiser as an example: In just over a decade, Toyota has painstakingly registered 5 trademarks. And in addition to the "land cruiser" this name sounds a little normal, what are the other ghosts?

Others said that "Lexus" was renamed "Lexus" because the trademark was registered, and the new knowledge had to be read. In fact, the "Lexus" trademark has been owned by Toyota. On June 8, 2004, Akio Toyoda explained the case of Lexus’s renamed incident: “The name change is not because the trademark was registered but LEXUS wants to establish a brand new luxury car image on the mainland, and the global unity of Lexus” The pronunciation will better let Chinese consumers remember the brand of LEXUS."

Crayon Shinchan

Crayon Shinchan Comics works by well-known Japanese cartoonist Masi Ishii. Funny and adorable Shin Chan has become a generation's childhood memories. However, Crayon Shin-chan's road to trademark ownership in the Chinese market has gone quite tortuously. In 1997, Guangzhou Chengyi Glasses Co., Ltd. was approved to register the "Crayon Shinchan" brand on clothing, shoes, hats, bags and other 9 categories of goods. The trademark was transferred several times and is now owned by the Jiangsu Crayon Junior in Xiangcheng District of Suzhou. New Clothing Co., Ltd. use. In addition, Crayon Shin-Xin (Fujian) Food Industry Co., Ltd., which is now well-known in the food industry, was listed in Hong Kong in December 2011 and is mainly engaged in the production and sale of jelly-based snack foods. According to its 2012 annual report, the brand's share of jelly in the Chinese jelly market rose to 12% on a sales basis, which is the second highest in the industry.

Current methods of dealing with foreign companies

The above-mentioned several companies are not very good. The Chinese trademark and logo of “Adi King” are transferred to Adidas for free and can no longer be used and appear in the terminal store; Jordan is accused by Michael Jordan, although The first instance won the lawsuit, but it was very unfavorable for its subsequent listing and internationalization. Jiangsu Haoliyou Food Science and Technology Co., Ltd. was also judged by the court to stop trademark infringement and unfair competition, and changed the company name within a time limit.

With the rapid development of China's economy, more and more foreign brands have begun to focus on the development of the Chinese market, which can not avoid the registration of Chinese trademarks. Registering a trademark in China requires the attention of foreign companies. It is best to lay the road ahead of the product when it is not available, so as to avoid disputes in the future.

In addition, the trademark that has been registered may be replaced with another name. The advantage of this is that you can spend less money, but the disadvantage is also obvious. The brand familiar to the public is suddenly changed, although it is still the original thing, but how much This will have an impact; or buying the original trademark from the trademark holder, but they will surely make a fortune. For example, in 2012, Apple purchased the "ipad" trademark from Shenzhen Proview and it would cost $60 million. The face of malicious cybersquatting trademark can also be based on arguments and fight for legal rights.