Chinese Shoes And Clothing Enterprises And "Cottage Boss" Confrontation "Resume" (Two)

　　 " Shanzhai Pain makes Chinese enterprises fight back

In the past ten years, with the continuous maturity and development of Chinese enterprises, and facing the trend of global economic integration, they began to strengthen the protection and effective contention of intellectual property rights. In the game of the international market, Chinese brands began to wake up and argue against themselves under the heavy resistance of being "Shanzhai".

From Annil ( Annil Children's wear trademark complaint for 10 years, we can see traces of Chinese enterprises' awakening. In 1999, he submitted an application for Chinese trademark to SAIC, and soon boarded the "trademark notice", waiting for feedback from the community. At this time, the international famous brand Chanel (Chanel) raised an objection. Chanel (Chanel) blocked the registration of Chinese trademark by "Ann" on suspicion of duplication and imitation of its trademark. From the perspective of the trademark of both brands, it is true that Chanel and Chanel are more similar. Chanel, which has always paid attention to trademark protection, has no objection to it at the first time. However, judging from the standards of approximate trademark, it is different from Chanel in terms of business scope, development concept and enterprise culture. There is no threat to the dilution of Chanel brand influence. This is evident from her development and positioning in the past 10 years. Of course, 10 years later, the Chinese trademark of ANN has been registered, and it is inseparable from Chanel's attitude towards the transformation from "Shanzhai" to "thorough knowledge".

　 In addition, the Daimler Benz Corp, which has the "first case of international victory", sued the trademark infringement lawsuit case of the 31 group of Chinese construction machinery enterprises. Finally, after the verdict published by the high court of London, the decision was announced, Chinese enterprises were won; Hisense was successful in the dispute with SIEMENS; Chery was reconciled with the general intellectual property dispute; Sheng Fang won the lawsuit against Johnson for the acquisition of the trademark. More and more Chinese enterprises, in the face of disputes over international intellectual property rights, dare to argue with each other and dare to use legal weapons to defend their rights. This shows us the hope of Chinese enterprises becoming stronger and stronger.

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　　 Strengthen self protection and jump out " Shanzhai Embarrassing situation

Lu Yongxiang, vice chairman of the Standing Committee of the National People's Congress, once said, "the phenomenon of infringement on intellectual property rights still exists in large numbers. Intellectual property litigation is difficult and the cost of safeguarding rights is high, which has dampened the initiative of enterprises in independent innovation and the use of intellectual property rights system to safeguard their legitimate interests."

At present, there are 469 state-level innovative pilot enterprises and more than 3000 local innovative pilot enterprises, such as Ann, Sany and other enterprises that have been or are being tested by intellectual property disputes such as trademarks. Without dispute, it will become a "Shanzhai". Even the famous trademarks such as "Wuliangye", "Du Kang" and "Yi De Ge" can not escape from bad luck. The rush of overseas enterprises means that the national brands will be on the road of international development, and will become a "weak potential group" that is "Shanzhai". They will only win some sympathy. Contention means that they should take the protracted war spirit of "Xu do not give up" and make every effort to clear the way for the future long-term planning, and be proud of it, just like an enterprise such as Ann, Sany and so on, with the gold lettered signboard protected by law.

The choice between competition and indisputable is the choice of life and death for enterprises. Cao Zhang, general manager of the company, hit the nail on the head. "Trademark is the Amulet of enterprises". The international economic competition in the twenty-first Century is largely the competition of intellectual property rights and the competition of intangible assets. From a certain level, a large number of scramble or compete with international enterprises for trademark rights shows that the competitiveness of Chinese enterprises in the international market has been continuously improved, which has attracted the attention of foreign companies, but what is more obvious is the problems existing in the protection of intellectual property rights, capital investment and intellectual property management and formulation strategy, which is known as "trademark shortsightedness" in Chinese enterprises. Facing the escalation of international competition, domestic enterprises urgently need to raise brand awareness, implement trademark strategy, strengthen the overseas registration of trademarks, and make the international registration of trademarks become an important part of the whole brand strategy of enterprises, and create conditions for the products to go abroad and enterprises to go global. Whether it is a well-known trademark enterprise or a temporarily unknown enterprise, we must strengthen the concept of brand safety, establish a sense of trademark first awareness, and conduct defensive registration in the export market.

　　 Now, Cao's biggest wish is to focus on the market and customers. Annil Developed into a century old brand worthy of consumer trust. He said, "my greatest expectation in my lifetime is that when I am 50 years old, when I am more than 70 years old, I can give it to my brand for my birthday." We also hope that more Chinese enterprises can enhance the awareness of trademark protection and enhance their soft power, so that more and more enterprises can do more and go further. I believe that in the near future, Chinese enterprises can gradually get rid of the shadow of "Shanzhai" and get the due respect in the international arena.