Trademark Infringement Continues, Shoe Companies Need To Enhance Strategic Management.

Yesterday was World Intellectual Property Day. market On the pirated goods, pirated videos, pirated books, businesses and other departments around the country launched a crackdown on intellectual property infringement activities. As for the footwear industry, trademark infringement is a major problem to be solved in all kinds of torts.

PUMA arc runway pattern has been infringed, top shoe shoes. brand The trademark rights of Chris Christian Louboutin shoes were infringed. When the Zhejiang shoe brand red dragonfly captured the market, Hongkong red dragonfly, French red dragonfly and Italy Red Dragonfly appeared all over the country. Nike Lining and other trademarks were embezzled.

In the footwear industry, trademark infringement cases occur frequently, and the situation of infringement is various. The problems reflected behind these violations deserve our deep consideration. Apart from the reasons for the legal system, the trademark infringement problem reflects the deficiency of the development of the whole industry from the perspective of shoe enterprises themselves.

　 Psychology of "naming famous brand" and "riding a free ride"

As a result of using similar trademarks on the shoes sold, the famous clothing and accessories brand COACH (Ke Qi) of the world has prosecuted the "seven wolves" company in Fujian for a claim of 2 million yuan. The first instance of the second middle court of Beijing decided to infringe the plaintiff's exclusive right to use the registered trademark, and decided to stop the infringing act immediately, and compensate the company for $200 thousand.

With the intensification of market competition, some shoe companies take various measures to infringe upon others' trademarks, especially embezzlement of many famous international brands. This way of "brand name" and "ride the ride" become a shortcut for enterprises to make profits. It not only saves the previous investment for enterprises, but also achieves the purpose of misleading consumers through the same or similar trademark patterns.

The phenomenon of "naming famous brand" is not new. However, this opportunistic behavior is not only misleading consumers, damaging the interests of trademark owners, but also violating the norms of the law. Perhaps, under the aura of famous brand, enterprises can get temporary profits, but this is not a permanent solution after all.

　 The awareness and management level of trademark protection should be promoted.

With the rapid development of the economy, the trademark awareness of most enterprises has been obviously improved. However, while expanding the number of registered trademarks, the level of trademark management and the awareness of trademark protection have not been improved correspondingly. There is a lack of theoretical research and practical exploration on the relationship between trademarks and enterprise names, domain names, advertising and trade names, and even some enterprises blindly pursue the number of registered trademarks, do not attach importance to the quality of registered trademarks, and lack systematic management and overall utilization of their registered trademarks.

Insiders say that intellectual property is only a defensive tool to protect the R & D achievements of enterprises. In fact, as an intangible asset, it can maximize profits through the combination strategy. In addition to investing in intangible assets and establishing joint ventures, it can also "monetize" intellectual property rights through patent licensing, selling and offsetting the procurement cost of products.

Chen Guanghua, a senior lecturer in Fujian industrial and commercial school, said that the trademark should have a long-term plan, especially with the continuous expansion of the company's scale, and the business projects and industrial structure have been expanded and adjusted. This requires long-term planning for the operation of trademarks to meet the needs of the rapid development of enterprises. Therefore, when applying for a registered trademark, the applicant should try to register the trademark in the relevant categories, which can expand the scope of trademark protection and avoid unnecessary losses caused by the trademark being registered by others.

Trademark infringement has damaged the interests of many parties and is not conducive to the healthy development of the footwear industry. As a shoe enterprise, it is necessary to improve its trademark protection awareness and management level, regulate its own behavior, and strive to enhance the popularity and competitiveness of its own trademarks, and promote healthy and rapid development of enterprises and industries.