Wandering Between "Rubbing And Being Rubbed", The Old Chinese Goods Fought Back To Create "Shanzhai Style".

In April 16th, the Beijing Commercial Daily reporter learned from Qixin Bao's inquiry that the case of "farmer's back NONGFUHUILI" trademark dispute has been settled. The old Chinese goods have successfully defended their legitimate rights in the heat of rubbing. In the industry circles, the heavy weight of the old Chinese brands, especially the recent "hot and hot", is the fundamental reason for being "rubbed". It is noteworthy that, while being "rubbed", Huili is also branding other brands of heat: imitation of many brands of popular products, more or less in their products can find Vans, Asics, Converse, Adidas and other products of the shadow. According to the insiders, more efforts should be made in products, channels or marketing. As an old domestic product, it needs market orientation, especially in the era of millennial pursuit of individuation and diversification.

　　 "Rub and be rubbed"

In April 16th, the Beijing Commercial Daily reporter learned from the letter of the letter that the intellectual property court of the Beijing intellectual property court decided to dismiss the lawsuit filed by Weng Tsao's trademark review and Adjudication Board on the case of Wun Tsao's "farmer back NONGFUHUILI" trademark.

It is reported that the case was debated on the Trademark No. [2018], No. 16556563rd, "farmer's back force NONGFUHUILI", which was the commercial Comment No. 64751st. According to the plaintiff, the trademark and the Trademark No. 627068th, "warrior" and "map" (No. 1) and No. 10705820th "Hui Li" trademark (referred to as the trademark two) are obviously different in trademark composition, main salient parts, meaning, calling and overall appearance, and have not been made into similar trademarks. The court is requested to revoke the defendant's ruling in accordance with the law and to order the defendant to make a ruling again. In response, Shanghai Huili Shoes Co., Ltd. requested to reject plaintiff's claim.

It is noteworthy that, while defending its legitimate rights and interests, Hui Li has also been caught in the whirlpool that infringes the legitimate rights and interests of other brands. Prior to this, Huili was sent to court by Fujian seven wolves industrial Limited by Share Ltd (hereinafter referred to as "seven wolves"). The seven wolves said that Shanghai Hui Li Shoes Co., Ltd., Shanghai Yi Mart Supermarket Co., Ltd., Yin Du store, Shanghai Yi Mart Supermarket Co., Ltd., Rui Hong store and Shanghai Yi Mart Supermarket Co., Ltd. infringed on its exclusive right to use registered trademarks. However, following the cessation of the infringement, the plaintiff revoked the prosecution of the above shops. In 2015, Shanghai Hui Li Shoes Co. Ltd. and Shanghai double whale Rubber Shoes Co., Ltd. also had disputes over trademark infringement.

In this regard, Beijing Business Daily reporter contacted Hui Li for an interview, but as of press time, the other side did not reply.

Cheng Weixiong, general manager of textile and clothing management experts and Shanghai Liang Qi Brand Management Co., Ltd., looks back to the heavy weight of the brand, and other brands want to learn from each other. It can continue to survive until today. It shows that the popularity of Huili brand is deeply rooted in the market. This brand DNA not only has a sense of historical vicissitudes, but also a new innovation in the consumer market today. It is only the backdrop of Huili brand's national management background that it is not enough for the brand to dig deeper into the market, and the links between brands, products, channels and users are still weak.

　 Imitation best seller

It is reported that the shoe industry was founded in 1927 and has a history of 90 years ago. The "Hui Li" trademark was first registered in 1935, and was recognized as a famous trademark in Shanghai in 1997. In 1999, it was identified as a well-known trademark in China.

Today, in developing the popular and popular sports leisure shoes series, Huili has also developed cold adhesive professional sports shoes and outdoor sports shoes, and has expanded various kinds of lightweight injection molded casual shoes, rain shoes, sandals and other products in the way of brand operation and technology management.

It is noteworthy that the products of the force are considered to be plagiarized by Vans, Arthur and other brands. Especially on the platform such as know, micro-blog and so on, "how to treat Hui Li plagiarizing all kinds of big shoes" and so on are also pushed to the cusp of the storm.

On the know, an anonymous netizen has poured out pictures of a variety of products and Converse and Vans crash shirts. However, there is a noticeable polarization in the attitude of consumers to plagiarism.

Some netizens said, "low grade plagiarism, can't you do well yourself?" "I will not buy the brand with feelings."

Another part of the netizens expressed their dissatisfaction: "what is the plagiarism? As long as the quality can be improved, sturdy, not smelly, and no feet covered, I will buy it, look good and wear it cheap, why not buy it? It is good to buy the best and inexpensive shoes with the least money." "The classic version of the" back force "is also called" plagiarism ", which is only allowed for Nike, Converse and Adidas.

"This is caused by the specific mode of operation of the force. Huili headquarters is only a brand manager, without its own channels, factories, distributors and authorized factories to grow together with the back brand, driven by their own interests, and the product will become the most realistic behavior. This shows that there is still room for improvement in R & D, supply chain management, channel control and so on. Cheng Weixiong commented on this.

　　 "Return to heaven" is not a smooth road.

In fact, in terms of product promotion and new generation of consumers, Huili is working hard. In May 20, 2018, the power of "back to the sky" launched by Huili launched a heated debate among consumers. "The power to return to the world" is known as "the most expensive rebound shoes in history". The price of each pair is as high as 999 yuan, and a pair of products that were originally nearly 100 yuan were sold at a price of more than 10 times.

It is understood that the "inspiration" design inspiration from the United States custom team The Remade hand in hand with YEENJOYSTUDIO advocate K.YEE launched customized. "The power to return to heaven" was created by combining force with OFF-WHITE's classic elements. Prior to that, OFF-WHITE also launched a joint venture with famous brands such as Nike and Adidas, and its products are selling well.

Industry insiders say that limited money and joint name are the marketing techniques of many brands nowadays. The higher prices of products are due to the fact that "goods are scarce but expensive", but the price of their products over ten times is not common. Today, however, the price of 149.9 yuan and 179.9 yuan is sold at Tmall flagship store.

In order to return to the consumer's vision, Huili not only introduced a limited amount of money, but also constantly increased the line under the new retail background. In June 2012, Hui Li was admitted to 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 international brands such as Nike, Adidas, Vans, Asics, Converse and other brands are sinking into the market, but also domestic brands such as Anta, Lining, XTEP, 360 degree and PEAK overweight. "Relying on low prices and playing the role of national tide card is difficult to grow rapidly." Insiders pointed out.

Against this background, Cheng Weixiong put forward 5 suggestions for the future development of Huili: "the flexibility of the state-owned mechanism needs to be combined with the market to innovate instead of keeping the old." combining the history of force with the current culture, catering to the new consumer, doing well in the local market, changing the single category to the multi series transformation of shoes and clothing; Channel mode and authorization mode must have a revolutionary breakthrough, strengthen the appeal of the force brand, and create the brand mode of the whole channel instead of a single online and offline low price competition.