Supreme High Imitation Shop Will Be Closed! The Genuine Brand Just Got Up.

According to the May 6th announcement of the China Trademark Office, the US Chao brand Supreme has successfully registered its trademark "SUPREME NEW YORK" in China. This also means that the most famous and popular brand in the world can take back the reputation and legal rights of the Chinese market from all the high imitation Shanzhai brands. Since November of last year, the brand has been awarded a series of trademarks such as "SUP" and "SUPREME" in China.

At the same time that Supreme was granted the trademark, the "Supreme Italia" brand, which was publicised in China's high-profile shop, had been registered, such as "SUP GO!" and "SUPREME FRA". Since last September, China Trademark Office has been sentenced to invalid.

Supreme Italia, a high-profile Shanghai store opened in March last year, is also facing a power failure. The Supreme, who had been confused and confused, was able to breathe at the same time. To say that this Shanzhai brand "record", it can be really numerous, two brands have been on the court several times, Supreme Italia has also turned over in one of the lawsuit, turned into a "legal fake".

Italy Mafia to create a tidal card to understand

Most people mentioned that the first thing that Supreme thought of was the tide card that was founded in New York, USA. The brand was the main body of New York's skateboarding in 1994, and combined with Hip-Hop culture, it attracted many skateboard enthusiasts and street artists. But in the eyes of Italians, "Supreme" is the national brand of Italy. Supreme Italia is a brand of International Brand Firm (IBF) backed by Italy Camorra group, which was registered in 2014. The Camorra group is closely related to the Naples Mafia. They engage in drug trafficking, garbage trade and even fashion counterfeiting industry. They sell genuine products by making all kinds of products with high imitation design, fabric and process, and selling them openly.

When Supreme came to the United States, IBF found that Supreme had not yet registered a trademark in Italy, which is not properly seen in the Italy market. So they scramble to register the Supreme Italia and Supreme Spain before the original, and sell the copycat goods with high similarity with the official copy. They even opened a physical store in Barcelona, fukemtra and other places to take the lead in the Italy and Spain markets.

In addition to confusing the brand name and logo, its products and designs are highly similar to the genuine Supreme. Their iconic Supreme logo and red box are larger than the genuine ones. And unlike other Shanzhai brands that play the edge ball, Supreme Italia swagger to expand the market and rush to mark the world. In the face of such a high-profile Shanzhai, New York Supreme could not sit still. In 2016, Supreme had brought the cottage brand to Milan court and won the lawsuit. The court judged Supreme Italia as unfair competition in the final judgment. But later in Spanish litigation, the court took Supreme Italia earlier than Supreme NYC, in the case of Spanish trademark registration, decided that Supreme NYC lost the lawsuit, the Shanzhai version could continue to operate in Spain, and this is good, the fake became a "legal fake", the legal version also can not take it. The brand of the Vietnam War's brave cottage began to rush from Italy to the world. Even NBA star Wade had brushed a wave of existence for his "take the goods", the upper body logo logo is bigger than the genuine white sweater, and the brand of the cottage brand. Seeing here, I don't know what the mood of Supreme NYC is.

The fastest joint venture in history

And what really brings this cottage brand to China's Internet users is its joint cooperation with Samsung, which is a "broken dollar" cooperation between the digital circle and the tidal current circle. At the end of 2018, Samsung announced its cooperation with Supreme at its new product conference and called it "double S" cooperation. A self proclaimed Supreme brand CEO was wearing a Supreme. Logo's assault suit takes the grand blueprint of Supreme's entry into the Chinese market: opening a 7 story flagship store in Sanlitun, Beijing, stationing in Tmall, and holding China's first show at the Mercedes Benz cultural center in Shanghai. After the conference, it was discovered by netizens that the black assault clothing on top of the brand executive was not a product of Supreme at all. The huge logo on the top also exposed the fact of Shanzhai. The discussion on this website became more and more popular on the Internet. It was learned that the "Supreme" was also rumor online. On the second day of the conference, Samsung issued a statement through micro-blog, saying it would reassess its cooperation with Supreme Italia. The euphemism, though a euphemism, has declared the end of the cooperation. The joint name can be said to be the fastest collaboration in history, and it has also brought some negative effects to Samsung and even been laughed at by netizens.

"Zhai" heart does not die, Shanghai opens shop

However, the determination of Shanzhai Supreme to enter the Chinese market has not been extinguished. At the beginning of last year, it set up a store in Huaihai Road and Wuzhong Road in Shanghai. From the distance, we could see the word "Supreme" on the outside side of the store. The store's skateboard design, logo and font are not far from the original Supreme. More consumers say that the price of the cottage brand is more intimate than the genuine version, and even the quality is better than the genuine one. But with the successful registration of the registered trademark of the genuine Supreme, the two "high imitation shops" had to go out of business.

Supreme enter Shenzhen market?

In addition to the Supreme Italia shop opened in Shanghai, Shenzhen also appeared in Shanzhai Supreme, a Supreme NYC store opened in Shenzhen Tianli famous city. In order to avoid the genuine "crash", the design of supreme red bottom was retained in logo design, but a small circle was added to the upper right corner to form a symbol of NYC. This combination was ingeniously packaged for industrial and commercial registration. A well-known foreign blogger, Unknow Vlogs, secretly explored the store. The clerk also made it clear: "we sell Supreme NYC instead of Supreme." This kind of brand that deceives consumers is often seen.

Entering the store, the style of sweater, hat, short sleeves and so on is very similar to that of the US tidal brand Supreme. The price is almost the same, and the price of a sweater is 980 yuan. In the bustling shopping center of the first tier cities, relatively high prices have also made the unidentified masses regard it as a genuine Supreme store.

China Tide brand OXN and Supreme NYC jointly held an official joint signing ceremony in Dongguan, Guangdong. In the video released by the famous Superme fake blogger supreme leaks news, the host of Supreme NYC was black, while the real American boss was the white woman named James Jebbia. The performance of the two brands' self directed performances, through the brand cooperation, defrauded millions of dollars worth of joint cooperation.

Supreme, which is regarded as the high-end brand in Europe and America, ranks first in the world's fake search rate, rising by 500% in recent years. In the electronic business platform, a treasure website can search a large number of rough imitation, 1:1 copy. Supreme's trademark is printed on various household, clothing and cell phone shells. Sales of the first few Supreme box logo sales in the month of 5 thousand and 600, these "sucker" in Russia, the United States is more rampant.

The reason why New York Supreme has been repeatedly caught in a Shanzhai storm is closely related to its lack of awareness of intellectual property protection. It is reported that the company registered its trademark only ten years after its establishment. It was not until 2017 that a legal consultant was hired. On the contrary, Supreme Italia, the founder of the company, said that he employed more lawyers than senior executives.

Not only is Supreme, but also many brands have lost their registered trademarks. The most typical example is the Korean cosmetics brand Etude. House Etude is loved by Chinese people because of its low price and diversified products. But if we search Etude on Taobao, Tmall and other platforms, the first shop is not genuine "Etude", as early as Etude. Before entering Tmall, House was first registered by other brands, and was also stationed in Tmall to become flagship store. All the products inside it were very similar to the genuine ones, which forced the genuine version to change the name to "Edith's house".

The same situation has also occurred on many foreign hot brands. Anessa, the main product of sun protection, has been forced to be changed to "Andrea" because of its first name in Chinese name "annexin". So far, many consumers call it "An Ning sun". What's more, this Shanzhai brand has openly complained about buying genuine consumers in Taobao. But later this Shanzhai Tmall store has been put off the shelves, and consumers do not have to worry about buying it wrong.