The cottage shoes brand cited disputes

Jinjiang street can often see a variety of cottage signs. â–  Our reporter Wang Jiaxuan / photo

A few days ago, the End of the World blog, a "Chinese sports shoes cottage brand series report", so that the entire sporting goods industry's attention to re-focus on such as "Yin Bao (UYBTO)", "New Barron", "France back to back" and the like cottage brand On the other hand, "The Jinjiang Sports Shoes Shanzhai Brand Umbro: How far can you go? "A text is a stone that sparked a thousand layers of waves, so that the outside world once again stared at the gathering place of Jinjiang, a domestic sporting goods company.

Jinjiang Footwear has gone through more than 30 years of history, and many of them are truly national brands such as Anta, Xtep, 361° and so on. However, there are still many people who want to quickly complete the initial accumulation of capital by taking short cuts. Therefore, it is inevitable that they will play the trick of “pariat, cottage, and wipe the ball”. However, looking at the ups and downs of the Jinjiang brand in these years, who really made a fortune with “remedies”? Any cottage brand will only be a short-lived one.

Shanzhai Family "Shangshang" International Famous Brand

The posters claimed to be the "observers" of the domestic sports shoes retail market. They were deeply indifferent to the phenomenon of "false foreign devils, wipers, and knockoffs". They decided to post black. He said that as a loyal fan of umbro, he hopes to share what he has seen and heard, and let more fans who love “Umbro” know the truth.

In the first copy of the brand of the cottage brand "Yinjiang sports shoes cottage brand Umbro: How far can you go? In the post, the posters presented "Umbro," the British top football brand, from the post-cotton Jinjiang "UYBTO" from a variety of perspectives including brand logos, brand history, and brand founders. .

In the post, we can clearly see that after the Umbro of Umbro, the authentic pedigree, was branded as “UYBTO” after the cottage was branded as “UYBTO”, the original brand logo was diamond-shaped and double-diamond shaped, and was added with two after the cottage. Small bars, at first glance, are hard to distinguish between true and false.

In the brand history and company profile, Quanzhou Umbro “UYBTO” introduced this way: Umbro “UYBTO” brand originated from British descent. In 2002, it entered Hong Kong and Taiwan successively, and officially launched the Chinese mainland market in 2008. Umbro Sports Industry (International) Development Co., Ltd. was formally established in the UK and became the only legal operator of UYBTO brand in the world.

In this network report, the reporter specifically called Yinbo (Quanzhou) Sporting Goods Co., Ltd., the person in charge of the company made it clear that Quanzhou Yubao (UYBTO) is not suspected of copycat, its attitude is very confident, and even expressed the hope that through the media to do related statement.

Profitable starting point for the cottage family

In the post, the poster said that if you lift your legs and walk to the pedestrian street, you will find a lot of so-called international brands such as the new backrest, French back to back, Kobe, New Balun, Yi Jianlian and so on. At first glance, there is still a lot of international taste, and then you sell the price, and you will secretly sneak up and think that today you have gone for a bad luck and you've got cheap brand names. However, if you go in and carefully touch the material of your clothes, look at the work of your shoes, and then look for a product description, you will find that these so-called international brand names are all common goods: Made in CHI-NA.

The so-called "China General Agents, China's General Distribution, and Special Authorization" and so on have all come to the fore, seemingly quite international, but in reality they typically use the reputation of international brands to wipe the ball in the Chinese market and even violate the law.

In fact, there are many cities in China, such as Xiushui Street in Beijing and Xiangyang Road in Shanghai. Such brand names for cottages are not uncommon, and well-known marketing expert Hu Baoming said that its roots still lie in: profitability.

Hu Baoming told reporters that a certain cottage crocodile brand has only one provincial-level market in Guangdong. In less than two years, it has opened more than 100 stores and sold more than two billion yuan each year. Their approach is to “play high and sell low”: the product has two stickers. Price tags, such as "original price of 900, current price of 60", large price discount poster shocking, and "imitation famous brand + good image + low price" is effectively creating a "temptation of cost-effective", store business is booming, merchants earn pours Turbulence... How can such a good profit model not be rushed?

In addition, Del Hui (China) Sporting Goods Co., Ltd. related responsible person also said that the Chinese market demand is large, there is a large part of the brand consumer consciousness but there is no brand consumer power consumer groups, imitation brand names just to meet their consumer psychology Habits and customs, these brand names not only can satisfy the vanity masturbation masturbation, but the price is very "close to the people", although the quality may not be satisfactory, but it can not be so much. “What is important is that this group of people is the largest group of people in the city, especially in the southern cities. In a city like Guangzhou, there are more than 5 million grass-roots general workers. Assuming an average of 1,000 yuan per person per year for shoes and clothes, it is more than 5 billion market demand!"

Dangerous game

Hu Baoming believes that businessmen are profitable, but they are keen to “walk the wire” and “grey areas”, and the “treasures” of other people’s property rights are not a permanent solution. If it is a big fanfare and a massive undertaking of a “cottage” business, it is an extremely dangerous game. The cottage model is only profitable, has no growth, and profitability is only temporary. Say no to the day that the seal is sealed and penalties will be imposed on the penalties. At that time, the merchants will inevitably lose their lives.

Liu Xingxing, the media manager of Elegant Birds (China) Co., Ltd., said that many people want to quickly complete the capital accumulation in a short-cut way. Therefore, they can not help but play the trick of “preferences, cottages, and borders”. With the ups and downs of creating a brand, who really made a fortune with "remedies"? At the same time, this is probably in contradiction with the overall policy that our government has put forward to create an independent brand-building route and create a national brand.

Author: Asi ( "24352,26684,26684") Zhang princess