Supreme Is A Good Time To Go Back To China.

Supreme ltalia, known as "Canada Supreme", has just started a large number of queues in China, and the United States is finally unable to resist Supreme.

In March 13th, according to information from Hongkong trend information platform, Supreme US legal adviser claimed that goods in Supreme ltalia stores were not allowed to be sold in law, because Supremeltalia was registered in China and New York Supreme is working with local law enforcement agencies in China to safeguard trademark rights.

For this dispute, the industry believes that Supremeltalia's opening up in China provoke Supreme, and Supreme may launch large-scale rights protection activities in the future, and is likely to take advantage of the right protection event to enter the Chinese market.

China market dispute

Supremeltalia Shanghai opened the heat at the time, Supreme finally made a statement. According to the fashion trend web site Hypebeast, citing Supreme US legal advisers, Supremeltalia has no registered trademarks in China and therefore prohibits the promotion, manufacture, or sale of any products with Supreme, Supreme ltalia or SupremeSpain trademarks.

Not only that, Supreme also denied the Italy court decision on the previous media reports.

Supreme said that he had not lost any lawsuit against Supremeltalia, but won every intellectual property lawsuit. Therefore, Supreme ltalia has no right to operate in Italy, and the judicial ban was lifted as early as 2017.

There is a discrepancy between this statement and previous reports on the dispute between the two brands.

It has been reported that Italy court has determined that SupremeItalia can be produced in accordance with the rules of legality and does not constitute an infringement offence according to the confusion between the two brands and the similarity of the product appearance.

In addition, at the end of March 2018, at the invitation of a well-known agency in Hongkong, Italy supremeitalia had entered China through legal authorization.

In response to the Hypebeast Supreme legal advice from the United States, the Beijing Commercial Daily tried to call Hypebeast's mainland China operation company, HP cultural pmission (Beijing) Co., Ltd. to verify the phone number, but it has been prompting that "now the network is busy."

True or false Supreme

In fact, Supreme Italia is well known to Chinese consumers. It was the Oolong incident of Samsung's joint venture with the brand in mid December last year. Although Samsung announced that it stopped cooperation with SupremeItalia in February this year, it also triggered a series of "branding".

Taking this opportunity, SupremeItalia landed its first store in Shanghai in March 7, 2019 and said it would continue to expand the Chinese market.

In fact, Supreme, which is well known to the public, was born in Manhattan, New York, in 1994. It was founded by James Jebbia. It is a combination of skateboard, Hip-hop culture and skateboard based American street apparel brand. It takes New York's emerging skateboarding as its main axis.

At that time, many famous skateboarder and street artists in the city often gathered in the store of Supreme. Gradually, Supreme became a street trend brand representing New York street culture, especially skateboard culture.

Supreme Italia was founded by Camorra, a local group in Italy. The group noticed that Supreme, which had been popular in the United States, had not registered a trademark in Italy. So it grabbed the Supreme Italia and Supreme Spain (Spain Supreme) before grabbing the other party in Camora.

According to the Beijing Commercial Daily reporter previously reported, SupremeItalia Shanghai store products, mainly selling products with "Supreme" words, including T-shirts, hats, backpacks and skateboards, and so on, regardless of the style of decoration or product design style, they are exactly the same as the US Supreme.

A good time to enter China

Zhang Peiying, an honorary consultant and fashion industry expert at the luxury Chinese Union, looks at the Supremeltalia's opening up in China, which has completely provoke Supreme. In the future, Supreme will launch large-scale rights protection activities.

Last week, when the SupremeItalia store opened in China, Zhang Peiying told the Beijing Commercial Daily that if the US Supreme did not respond, as Supremeltalia increased its publicity in the Chinese market, its fame might surpass the US Supreme and even expand the Chinese market in one fell swoop, becoming a "genuine Supreme" in consumer cognition.

Actually, not only SupremeItalia, but also Shenzhen has opened a "Supreme".

The cake in the Chinese market has been eyed by many "Shanzhai" enterprises.

Zhang Peiying told reporters that in the face of these enterprises' attacks, Supreme seems to have been cautious about the Chinese market. This is not because the Chinese market has no room for expansion, but Supreme believes that China has no street culture and is inconsistent with the brand concept, so it is reluctant to enter the Chinese market.

Up to now, Supreme has only laid down physical stores in 4 countries, including the United States, Britain, France and Japan.

But in the face of all kinds of "Shanzhai" Supreme's "forced" behavior, Zhang Peiying believes that Supreme will launch counterattack.

Before competitors have fully occupied the Chinese market, Supreme will have the opportunity to grasp the market opportunities and expand the physical stores to the Chinese market with the help of the rights protection.