Shortcuts are sometimes detours - starting with Jordan’s sports lawsuit

Recently, there is a news outside the apparel industry that deserves attention: Shenzhen Proview and Apple iPad lawsuits. Within the industry, it is worth noting that Michael Jordan sued Jordan Sports for his right to infringe on his name. Invariably, there was the case of the Hermes Chinese trademark dispute.

Behind these “buzzes”, aside from the legal aspects of right and wrong, what we are seeing is the deviation and conflict between corporate management and business ethics. Regardless of how some parties dictate, regardless of the final outcome of these events, the moral qualities of certain companies have been questioned.

We also have to admit that there are numerous examples of celebrities and celebrities in the industry and abroad. After seeing Michael Jordan sue the news of Jordan Sports, some netizens were ridiculed: Ask Adi to come to China to tell King Ardi, beg of camels to report camel costumes, and Vacheron Constantin to inform Ashidundon’s water heaters, and Mizuno to complain Mijinu Sports, ask facebook to inform the intranet, ask the United States to report California beef noodle king, ask France to report French synbiotic milk powder, ask Edison to report Edison milk powder, ask Van Gogh to tell Van Gogh floor, find love to complain love MP3 , ask Nobel to admonish Nobel Tiles...

Fake, quick money, speculation, shortcuts, many people and companies are doing this, and some people even think that these words have become Chinese labels. In the downtown area, louies berry, which is affixed with a price of 29 yuan and sold for a long time, claims to be Versace's deputy license and is produced by Versace in Italy. In fact, it is a masterpiece of a company in Shanghai.

However, shortcuts are sometimes a detour. A seemingly short, convenient road may not necessarily reach the end; on the contrary, a road that looks very crooked, although it may take a lot of energy, but it can reach the culmination of success. Jordan Sports, who is branded as a national brand and wants to go public, is paying the price for short-cutting behavior.

Last year, I had the privilege of attending a FENGBAOMAFENG Menswear “Brand” fall/winter trade fair. This is known as the “Brand” of the German Century BMW Group Co., Ltd. and the distributor in China. There is a story: Its predecessor, "Century BMW" was found by the court at the end of 2009 to constitute trademark infringement and unfair competition against others; in December 2011, "Fengbao Mafeng" repeated the same mistakes. In both cases, the plaintiffs are German BMW Co., Ltd., which is known as the “BMW” automobile.

There is no need to worry about this. The operator behind Feng Bao Ma Feng has also registered many trademarks like Spielberg and Harrison Ford. One trademark was found to be infringing and the other “brand” was on the court. They use the information asymmetry of consumers to make quick money. In their opinion, even if only one-third of the people of the country consume one time, they will earn enough money to earn enough money.

So we often hear this kind of voice: Objectively speaking, the quality of the products of louies berry (Feng Bao Ma Feng) is also OK, but this name flickered us. However, people who had been fooled once found that they had been fooled and no longer stupidly continued to be fooled.

The term “morality” has become synonymous with falsehoods, but the universal value of truth, goodness and beauty must be observed by both companies and individuals. What about an enterprise, brand, or brand that is not genuine, good or beautiful? A sustainable brand requires a core value orientation, practical accumulation and a good foundation, and a natural way to success. There is no shortcut.

Fortunately, there are some brands that let us see hope. On the opening day of London Fashion Week on February 17th, EVE CINA respectful of professionalism, respect for culture, respect for history, and “exceptions” are all amazing. Wang Jun, Secretary-General of the China Garment Forum, said with emotion: “Being a brand and being a person, the usual choice of values, what we do, basic research, and practical accumulation are the reasons. They are recognized, respected, and respected.”