On April 16, a reporter from Beijing Commercial Daily learned from Qixinbao that the trademark dispute between “farmers’ repayment Nongfuhuili” has been settled, and the old domestic goods have successfully defended their legitimate rights in the enthusiasm. From the perspective of the industry, the thickness of the old domestic goods backbone brand, especially the recent “hot and special heat”, is the root cause of “being caught”. It is worth noting that at the same time as “being stunned”, the back force is also pumping other brands of popularity: the best -selling products of multiple brands, which can find VANS, ASICS, Converse, adidas and other products in their products. shadow. Industry insiders believe that Hui Tower is trying more on products, channels, or marketing. As an old domestic product, it also needs to be market -oriented. Especially in the era of pursuing personalization and diversification of millennials, it is necessary to make up lessons if you want to continue to develop.

“被 被 被”

On April 16, a reporter from Beijing Commercial Daily learned from Qixinbao that the case of the trademark of the “Farmers’ Nongfuhuili” trademark used by Weng Cun’s brother, and the Beijing Intellectual Property Court judged that the lawsuit of the Trademark Jury of the State Administration for Industry and Commerce of Weng Cun appealed to the State Administration for Industry and Commerce ask.

It is reported that the case was debated on the business review of the dispute [2018] No. 64751 on the trademark of “Farmers Returning Nongfuhuili” on the “Farmers Returning to Nongfuhuili”. The plaintiff believes that the trademark and the trademark of the “Back force and Map” trademark (referred to as cited trademark 1) and No. 10705820 “Back force” trademark (referred to as cited trademark 2) The appearance difference is obvious, and it does not constitute a trademark. The court requested that the prosecution was revoked in accordance with the law and ordered the defendant to re -ruling. In this regard, Shanghai Huili Shoe Industry Co., Ltd. requested to reject the plaintiff’s claim.

It is worth noting that while defending its own legitimate rights and interests, the back force also fell into a vortex that violates the legitimate rights and interests of other brands. Earlier, Huili was told to court by Fujian Seven Wolf Industrial Co., Ltd. (hereinafter referred to as the “Seven Wolf”). The store and Shanghai Yicai Supermarket Co., Ltd. infringed their special rights for registered trademarks. However, due to stopping the violation, the plaintiff seven wolves revoked the prosecution of the above shops. In 2015, Shanghai Huili Shoe Industry Co., Ltd. and Shanghai Double Whale Jelly Shoe Co., Ltd. also had disputes on trademark infringement.

In this regard, a reporter from Beijing Commercial Daily contacted the interview, but as of the press time, the other party did not respond.

According to Cheng Weixiong, an expert in textile and clothing management and general manager of Shanghai Liangqi Brand Management Co., Ltd., the heavy weight of the backbone brand is also described by other brands. This brand DNA not only has a sense of historical vicissitudes, but also innovate today’s consumer market. It is only the state -owned business background of the back force brand. The depth of the backbone brand in the market is not enough. The links between the brand, products, channels, and users are still relatively weak.

Imitation best -selling products

It is reported that the Hui Shoe Shoe Industry was founded in 1927 and has a history of 90 years. The “back force” trademark was first registered in 1935 and was identified as a famous Shanghai trademark in 1997; it was identified as a well -known trademark in China in 1999.

Nowadays, while developing a series of products in the development of popular and popular sports and leisure shoes, it has also developed cold -stick professional sports shoes, outdoor fitness sports shoes, and expanded all kinds of light injection and casual shoes in the way of brand operation and technical management. Rain shoes, sandals and other products.

It is worth noting that multiple products are considered to be plagiarized with brands such as Vans and Article of ASES. Especially on the platforms such as Zhihu and Weibo, issues such as “how to view back to plagiarizing various big -name shoes?”

In Zhihu, an anonymous netizen showed a variety of pictures of backbacking products and Converse, Vans “hit shirts”. However, the attitude of consumers has obvious polarization for whether to plagiarize.

游走在“蹭与被蹭”之间 老国货回力刮起“山寨风”

Some netizens said: “Do you not be able to do yourself well at the low -level plagiarism?”, “I generally don’t buy a brand with feelings, I will really serve the backbone. ?”

And another netizen expressed dissatisfaction: “What is the plagiarism? As long as the back force can improve the quality, strong, not stinky, and not covering my feet, I will buy it. It is a good thing to buy the most cheap shoes. “,” Back to the classic high -top high -top color change color also called plagiarism? The statutory color change is allowed to be allowed to match Nike, Converse, adidas? “

“This is caused by a specific business model of Hui force. The backbone headquarters is just a brand manager. Without its own channels, factories, dealers and authorized factories grow together with the backbone brand. Acts, there is still a lot of room for reconstruction in product research and development, supply chain management, channel management, etc., “Cheng Weixiong commented on this.

“Back to Heaven” non -Tanchen

In fact, the product of the product is also new and cater to the dimension of the new generation of consumers, and the force is working hard. The “return to heaven” launched on May 20, 2018 caused consumers to discuss it. “The Power of Return to Heaven” is known as “the most expensive shoe in history”. Each price is 999 yuan, and a pair of products that were originally nearly 100 yuan were sold at a price of more than ten times. Old brand cognition.

It is understood that the design inspiration of the “back to heaven” comes from the customized model launched by the American custom team The Remade and YeenJoy Studio, K.Yee. “The Power of Back to Heaven” is created by the creative template, plus the classic elements of OFF-White. Earlier, OFF-WHITE has also launched joint models with well-known brands such as Nike and adidas, and the products are very popular.

Industry insiders said that limited models and joint models are the marketing methods of many brands at the moment. The higher prices of products are because of “rare things”, but the pricing of more than ten times its own products is rare. However, the price of “return to heaven” sold in Tmall flagship stores is 149.9 yuan and 179.9 yuan.

In order to return to the consumer’s sight, Huili not only launched a limited edition, but also continued to increase online in the background of new retail. In June 2012, he settled in Tmall. In 2014, Huili launched the strategy of “terminal direct supply platform+e -commerce platform”.

But this does not mean that the force can go smoothly in the domestic market. At present, in the domestic sports shoes market, not only the international brands Nike, Adidas, Vans, ASICS, Converse and other brands are increasingly sinking markets, but also domestic brands Anta, Li Ning, Tubu, 361 degrees, and pooker segmented market segments. “It is difficult to grow up to rely on low prices and hit the national tide.” Industry insiders pointed out.

In this context, Cheng Weixiong put forward 5 suggestions on the future development of the back: “The flexibility of the state -owned mechanism needs to be combined with the market to innovate, not the old; the combination of the history of the backbone and the current culture, cater to the new consumer users, and do a good job of doing a good job in the local market; Change the single -product category to the shoe and clothing multi -series; the channel mode and the authorization model must have a revolutionary breakthrough, strengthen the appeal of the backbone brand; the creation of the omni -channel brand model instead of a single online and offline low -priced competition. “Beijing Business Daily reporter Fang Binnan Bai Yang (Picture Source: Huili Official Website)