Embarrassment Of Luxury Owners

GUCCI sued Huaan optics is just a microcosm of luxury brands to safeguard their brand and trademark interests.

Zhou Ting, President of the luxury goods industry and President of the Institute of wealth quality, believes that consumers pay for luxury goods as well as their intangible assets such as brand value, LOGO, trade mark, history and culture.

"Emerging markets such as China are frequently infringed. These market supervision is lax, intellectual property protection is poor, and the cost of fraud is particularly low."

Zhou Ting pointed out.

However, the development of luxury goods in China over the past ten years has been observed. She believes that the root cause of this situation is the initial carelessness of the brands.

Burberry's painful experience is a typical example.

At the end of 2013, the classic lattice graphics trademark of Burberry was revoked by the Trademark Office of the State Administration for Industry and Commerce on the grounds of "not being used in China for 3 years". The applicant was a polo polo, a privately owned luggage and leather goods company in Shenzhen, China. The company had been in the intellectual property disputes around Burberry for around 9 years.

A claim for "sky high" was made.

Similar embarrassment is not uncommon: luxury brands can not only protect their rights but encounter them.

Litigation, which has to be said to be a tragedy of its brand protection and trademark protection.

"10 years ago, fake products played a certain role in brand marketing, but 10 years later, the visibility of fake goods far exceeded the visibility of genuine goods, resulting in the shortening of the brand's life cycle and the fact that many LOGO or graphic trademarks could not continue to be used. These are the basic elements to support the survival and development of luxury goods."

Zhou Ting said.

In fact,

Not only does the product cycle shorten, but also because of brand visibility and popularity, and "fish in the clouds", more and more consumers, especially consumers with a certain taste, will gradually abandon these "bumping bags", which will weaken the brand value and even lead to brand extinction.

Since 2012, many consumers in China's first tier cities have quietly abandoned the products of big LOGO logo, and are more willing to choose low-key non LOGO products.

At the same time, many brands including LV, Prada and GUCCI launched the package without LOGO design. However, except for LOGO, the similarity of products was high, and the differentiation was not obvious, which was widely criticized by consumers.