From The Shanzhai Village, Adi Wang Goes To The Grass Root Future.

< p > the road of "taking advantage" of Adi Wang seems to have come to an end.

Recently, media reports said that Adidas had filed a reconciliation with the king of Adidas, and the king of Adidas would not use the triangle mark and "Adi Wang".

Jordan sports, like the king of ADI, was forced to stop because of the infringement proceedings at the time of the upcoming listing.

Analysts point out that the grassroots brand marketing model based on "Shanzhai" can only be short-term behavior.

In the long run, it will bring risks and even huge losses to enterprises.

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< p > ADI triangle removed from Tmall < /p >.

< p > it is reported that a media report has been reported that Adidas has filed a reconciliation with the king of adidas for infringement. The settlement agreement includes two aspects. First, Adi Wang should not continue to use trademarks containing the logo of LOGO and "ADI" in the products, packaging and promotional materials. Two, since April 7th, all the shops of Adi Wang should not have the words of "triangle" and "Adi Wang".

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< p > although Adidas's peer-to-peer media said Adidas and Adi are still under trial, the agreement has not been finalized.

But the new China financial network channel landed at the official flagship store of Tmall mall, Adi Wang. It was found that the Chinese logo of "Adi Wang" had disappeared and replaced the "Adivon" logo in English.

The flagship store is also known as the "Adivon official flagship store". The only word in the "brand culture" is the word "Adi Wang sporting goods (China) Limited".

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< p > it is worth noticing that the flagship store is still selling goods with triangular marks, but in the "new summer" campaign, the sports a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > the original triangle position has been changed to "Adivon".

The new a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > also has not seen "Adi Wang" Chinese trademark and triangular label LOGO, only retaining "Adivon" in English.

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< p > "Shanzhai" brand has been sniping "/p".

< p > it is understood that as early as August 2008, Adidas took the king of Adi Wang to the Yingkou intermediate people's Court on the grounds of the infringement of his trademark exclusive right and unfair competition dispute.

In July 2009, Adidas again filed a lawsuit in the intermediate people's Court of Wuhan, Hubei.

In April 2010, the court dismissed all the claims of Adidas.

After three years of peace, until March 2013, Adidas filed a complaint with the Trademark Review and Adjudication Board of the State Administration for Industry and commerce to request the cancellation of the registration of "ADI".

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< p > analysts believe that Adidas's three years later brought up the old matter, seeking reconciliation with Adi Wang or related to its sales channel sinking to the two or three line city market.

At present, ADI products and consumers have reached a certain scale, which has created competitive pressure for Adidas in the middle and low end market.

Adidas's move is a commercial defensive strategy.

Statistics show that in 2006, Adi Wang, whose annual profit has exceeded 100 million yuan, has about three thousand stores in the country.

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< p > Jordan sports is similar to Adi Wang.

When Jordan sports approved the upcoming issuance of the stock market through the SFC, Michael Jordan suddenly filed a lawsuit of name right, which directly led to Jordan sports's IPO listing being forced to stop.

Taking into account the commercial endorsement relationship between Michael Jordan and Nike, and after the prosecution of Michael Jordan, Nike issued a statement supporting its prosecution, and its intention to "renown" its own brand is also more obvious.

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< p > it is reported that in recent years, the sporting goods market in China has been in the doldrums, and Nike, Adidas and other international sports brands have begun to adjust the operation strategy of the Chinese market and strive for the two or three line cities.

Gao Jiali, managing director of Adidas Greater China, has said that by 2015, "a href=" //www.sjfzxm.com/news/index_f.asp "Adidas" /a "plans to enter more than 1400 small and medium-sized cities in China.

In addition, Nike announced that it plans to open 40-50 new factory stores this year, and that the price of goods will be 3-4 fold, and the new store will also extend from the first line to the two or three line market.

The confrontation between international brands and local brands is unavoidable in the middle and low end markets.

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< p > the marketing mode of grass root brand is not long enough. < /p >

< p > it is reported that a director of Adi Wang said that the company was indeed known as "Shanzhai" brand at the beginning of its creation, but in recent years, its products have been very popular in the three or four tier cities.

And this is the marketing mode of grass root brand. With popularity, it will naturally bring about sales.

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< p > insiders pointed out that relying on "Shanzhai" to start up, to achieve primitive accumulation and seek pformation is the common practice of small and medium-sized enterprises in China, but it is not a long-term development plan.

When consumers with low purchasing power have developed, they almost always choose to abandon the brand that they had consumed for a long time, and join the international mature brand of the consumer army, because they are eager to get rid of the original low-end group and get rid of the grass root breath.

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< p > it is reported that Zhao Zhanling, a researcher at the intellectual property center of China University of Political Science and Law, believes that when Chinese enterprises build their own brands in the early stage, the registration of trademarks with the names of others or famous products can only be short-term actions.

In the long run, no independent brand will bring risks and even huge losses to enterprises.

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