Jordan's Case Hits The Soft Spot Of China's Sporting Goods Industry

A "Beijing court does not accept Jordan sports trademark infringement case" news quickly. micro-blog Spread on. According to the news, the Beijing court rejected Jordan's "no specific designation in China, Jordan's surname in the United States, tens of thousands of people surnamed Jordan, no specific person" and so on. Basketball Superstar Michael Jordan sues China's Jordan sports company's request. However, there was no clear source of news in the news. In the evening, when we called the Chinese lawyers' Association in the case, the media contacted the company, the reply was that "no court has yet received any news of the court's dismissal of the claim".

Whether the news of "no acceptance" is true or not, the appearance of this news has already reflected some general judgement of the future trend of the case. As Ma Gang, a veteran of the industry, said in an interview, "I personally believe that Jordan sports will finally win the lawsuit, because Jordan's trademark has been registered for a long time, and has also won the title of China's well-known trademark and Chinese famous brand."

Since Michael Jordan announced the prosecution of China Jordan sports company in February 23rd, many Chinese legal circles have expressed their views on the "Jordan case". They believe that Jordan's registration of Jordan's trademark is in line with Chinese law, and Michael and Jordan are very difficult to win.

But for Jordan sports, even if the lawsuit wins, it may not be called the "ultimate winner".

In the minds of consumers, the biggest consequence of the "Jordan case" is that this "Jordan" is no longer the "Jordan". Although Jordan sports has claimed for many years that its products have nothing to do with Michael Jordan, in fact, many consumers choose the product of Jordan sports just because of Jordan's two words. Once the "trapeze effect" is lost, the future performance of the company will be directly affected. As Ma Gang said, "even if China's Jordan wins, the case will have a certain negative impact on its brand, and it will also be an obstacle to its entry into the overseas market."

The appearance of the "Jordan case" should be a warning for the Chinese sporting goods industry, which is good at copying, copying and borrowing means. At the very least, it will wake up some people and enterprises who are taking the shortcut. Ma Gang said.

But can the "Jordan case" promote the sporting goods industry in China? innovate The turning point of the road, the industry has no confidence. Ma Gang is not optimistic about this. In this connection, he tried to contact the relevant head of the China sports products Federation and was also politely refused by "sensitive period is not suitable for making speeches".

However, as long as he interviewed Ma Jilong, Secretary General of the China Sports Goods Federation and director of the National Sports General Administration equipment center many years ago, he worried that the biggest shortage of Chinese sporting goods enterprises is the lack of scientific research and development capabilities and the unsustainable brand value.

After the Beijing Olympic Games, Ma Jilong issued the appeal that Chinese sporting goods enterprises should step up their efforts to practise "internal strength". Jin Yinghua, Professor of Beijing Sport University, 2009 China Sports Science Society forum It has also indicated that since the reform and opening up, with the adjustment and upgrading of the world industrial structure, China's sporting goods manufacturing industry has fully exerting its own labor cost advantages and gained relatively high interests through international industrial transfer. However, in the process of undertaking overseas industrial transfer, China's sporting goods manufacturing industry has not made great breakthroughs in technological innovation and product upgrading due to various reasons. At the same time, the development of the economy and the rise of the wage level of labor force have weakened the traditional labor cost advantage. In addition, at present, the impact of external environment, all these make China's sporting goods manufacturing industry face the arduous task of structural adjustment.

In the eyes of a Chinese sporting goods company executives, enterprises usually start by means of imitation, copying and borrowing in the early stages of the development of the industry.