Brands can't "free ride" - furniture companies should think deeply

Recently, Mr. He, the person in charge of a trademark registration agency in Chengdu, received the “Notice of Acceptance of Trademark Registration Application” issued by the Trademark Office of the State Administration for Industry and Commerce. This indicates that his application for the trademark name “Lin Shuhao” has been officially registered. Accepted.

In fact, the trademark "Lin Shuhao" has been pre-registered by a company in Wuxi. However, the company only registered trademark rights for sports-related products. Trademark registration follows the principle of prior application, and the most relevant areas cannot be registered. Mr. He selected other categories to register.

When this news came out, it was easy to reminiscent of the flying man Jordan, who had been raging in the past, suing Jordan for sports infringement. A sports brand that has no direct contact with the flying man Jordan, relying on speculation, relying on the huge attraction of the flying man, earned enough gimmicks, and exchanged for more than 10 years of rapid development. It is able to promote the rapid development of enterprises through the “free rider” way like Jordan Sports, and many companies that want to quickly improve the brand effect to promote their own development will be eagerly awaited. In the birthplace of Jordan Sports----China sports shoes and clothing towns in Fujian Jinjiang, as well as "Kobe Sports", "Yao Ming", "Yi Jianlian" and other brands, and these brands are not related to these stars. In addition, there are a large number of brands such as Kangta, Beita, Ruita, Endurance, Quality, New Step, and Steady, which follow the trend of “Anta”. This “free rider” brand strategy is popular in Jinjiang.

And the situation in Jinjiang is not a case. In the whole country, Jinjiang is only a microcosm of the huge “cottage” enterprise group. According to investigations by relevant parties, 76% of furniture companies in Guangdong have had the impulse to “foreign brands” and other “famous trademarks” or “well-known trademarks” in China.

With the deepening of openness and economic development, many domestic enterprises have experienced the huge benefits brought by the brand effect of foreign companies. The branding road has gradually become the development direction that domestic enterprises are striving for. However, the author believes that many domestic enterprises, especially small and medium-sized enterprises, do not understand the true meaning of branding. The fundamental of branding is to create differences that differentiate oneself, that is, the ability of a company to create differences and differentiate itself. For those companies that promote the development through the use of celebrity effects, "mountain" brand names and other "free riders", they do not have the ability to create differences to differentiate themselves. Perhaps through this "free rider" approach, these companies can achieve faster development over a period of time, but this development can only be temporary. Because there is no core competitiveness of the company, only the brand has a gimmick, which can deceive the consumers but they can't lie to them for a while. In the end, consumers lost confidence in these businesses, and these “free-riding” companies can only be ignored.

Branding is not a “free rider”. For companies, there should be a long-term perspective, not just focusing on immediate interests. What companies need to think about is how to create distinctive differences. Only if we have the ability to create differences and differentiate ourselves, can a company have a core competitiveness, so that the company can truly have a brand effect, and the company can continue to develop.

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