"Free-ride" it is fact, from the late 1990s VCD, clothing industry spread to many fields, it is common. "Free-ride" Omega Watches phenomenon looks be like simple, actually mingled with many complex condition, need to differentiate and see.
"Smart" free-ride 'is stood on the shoulders of giants, judge forerunner pioneered market and follow-up capacity, avoid himself as "martyrs' risk while, properly using brand communication means a voice. And low-level" free-ride' but only know the boring copied on brand." Beijing wisdom workshops brand strategy consultancy ZhuLei said.
The reporter understands,vintage omega watches low-level "free-ride" often is the industry and Commerce Department as "pseudo famous brand". General will take three ways, and famous brand LOGO design similar with brand-name homophonic, famous brand, brand name registered to own the company name. These dozen the practice of current market outside, monitor and legal restriction still exist considerable difficulty.
Although related legal points out: will with the registered trademark identical or similar text as enterprise name, in the same or similar goods, easy to use on the outstanding make relevant public cause misidentification, belong to give others to exclusive use of a registered trademark Rolex Deep Sea Dweller cause other damage behavior. But well-known enterprise, in prosecuting free-ride enterprise, requires a lot of time and money, often also midway forget about it.
Expert proposal, well-known enterprise must use "registered trademark" extends to protect ourselves. Not only to be registered in the industry, where the trademark and still should consider in enterprise may expand involves industry to register; Not only is already use of the trademark, the will of the use of the trademark, still should put some and his trademark registered close together.
Beijing cheong long LvFeng lawyer said, not all of the "free-ride" constitute infringement, many companies are in the "grey zone" law technical processing, must not do with tort elements. "A tort is trying to replace, and 'alongside' just pretend like, essentially not to replace original a well-known brand. Be 'alongside" enterprise should not accuse lawsuit, but also to win." Related sources said, because the big bazaar involves the risk of ipr infringement cost, "free-ride" in some big stores to breed.
Low-level "free-ride" not only touched the legal limits, but for other brand caused the damage. Famous brand marketing experts YeMaoZhong said, the brand is the mental pathway into consumer PASSPORT (pass). So-called well-known brand, is often will its brand name and LOGO etc, and successfully completed a brand symbol. A simple symbols can help consumers associate to brand quickly connotation, and cause them to buy intention. And to emulate the brand is lower borrow other site, and do his own trading, secretly use someone else's PASSPORT
Low-level emulate has increased in virtually a brand maintenance costs. But on the other hand, exploiting legal loopholes brand generally do not. Peking University management consulting company senior partner and downtown, low "that yu" tend to free-ride is aimed at lower-end consumers, and with low price strategy, will not have much benefit.
The first kind: cut. Imitation of famous trademarks, make consumer misidentification is famous brand and buy. Will some famous trademark for text and prefix or suffix brand, such as "warren tino," plus prefix into his "warren tino," plus suffix into "warren tino" prepare.
In fact, the world brand is not much of a prefix suffix, although have, also is the average person familiar several.
The second: famous trademark variable Omega Watches business. Will the famous trademark registration become his own firm, confusing the company name and brand name, make consumer mistook the famous brand is the company production. Such as the famous brand "w" Chinese trademark registration for "jiujiang w... the company", "shenzhen w... the company", "Shanghai w... company" etc, then loudly of publicity. The decoration in stores in imitation of famous trademark boldly in the store, and dealt with by administrative organs to vintage omega watches confidently said: "when I use my own company name not yet?" Had higher in Ming dynasty is abroad or Hong Kong will famous trademark registration for his own firm, more let consumers true thing.
Third: turtle shell. Through the international registered company in applying for trademark registration and overseas, make consumers think this is foreign companies, is foreign brands, but Rolex Deep Sea Dweller enterprise products are still in domestic production and sales. They this brand all claims has r&d institution in overseas, in fact is out-and-out domestic production and domestic technology, the quality of the products, technology, design are all homemade.
Fourth: oneself "producer" international brands. Their production of products, playing so-and-so producer, who seemed to quality assurance feeling. In order to close to him and well-known brand relationship, some operators and even their own personally "producer" international famous brand. Particular way is registered in Hong Kong, first name and some international famous brand a very similar in the company, then put in the production of products by the company producer. Give consumers feeling is international famous brand company for these products quality control and quality assurance.
"From the start of 2008, warren tino (valentino has begun to store from Beijing, shenzhen withdrew." Zhejiang rule Omega Watches the group an anonymous sources. In fact, this two store is Italian famous apparels brand warren tino in China only two storefront.
So far, this in the world clothing prestigious brand temporarily in China over. And by reporters, send as vintage omega watches warren tino before only Chinese dress, the general rule this group of zhejiang official claims and have not given. But before critics said: "although brand building their own problems, but with numerous different levels of sino-foreign garment overdraw 'warren tino' brand inseparable."
Market warren tino · cypresses, warren tino gates, warren tino · Louis, warren tino than slaves, and federal · warren tino, new school · warren tino etc are numerous, according to not complete count, in China there are nearly 200 "alongside" warren tino clothing brand. However, "alongside warren tino" just numerous "alongside brand" event, Rolex Deep Sea Dweller the tip of the iceberg for almost all walks of life behind numerous "leader there, they also followers in in their different ways" alongside "famous brand.
Warren tino mourning
As warren tino dress only Chinese general agent, zhejiang rule the group has been reluctant to admit that "warren tino" this transliteration name, but insists that "valentino", they hope in call with the other "warren will distinguish tino".
According to understand and authentic warren tino family, actually consists of three parts, it is warren tino family third-generation heir vincenzo warren tino in leather and leather products with warren tino trademark. 2 it is vincenzo warren tino ZhuoFan, the brother, with their names warren tino Giovani Valentino "named" brand, can produce shoe leather products, also can produce garments, but must use trademark full name. Three is stylist warren tino · valentino garavani on in apparels products with warren tino trademark.
And it is early in 2003, to enter the Chinese market for seven years, the ZhuoFan, warren tino will exit the market in China, then to enter the Chinese market is mainly with men after only in Beijing, shopping center in a few large set up shop. And in early 2008 exit the Chinese market is stylist warren tino · valentino garavani owns on in apparels products tino warren.
For these facts, most consumers don't understand it, in Beijing, the warren tino xidan than slave stores, promote slogan is "Italian brand of warren tino, all kinds of men's clothing, business casual attire is you cannot resist temptation." And who also believe that the consumer buys is quality goods.
In fact, since 2004, a nationwide emitted "warren tino" stores, they're all in warren tino plus prefix or suffix before the name, thus, warren tino · WeiNi, warren tino gates, warren tino · Louis, warren tino than slaves, and federal · warren tino, new school · warren tino was born.
These stores often have such sales scene - promoters cried out: "discounts! On sale! Warren tino trousers, shirts as 49 yuan only 50 yuan." In fact, quality goods warren tino still at Beijing wangfujing sales, sales have introduction, the lowest priced at men's shirts 1760 yuan, is highest is 6,000 yuan, the biggest discount is 3 percent.