Speaking From Jordan'S Sports Lawsuit, Shortcuts Are Sometimes Detours.

Lately, Garment industry Besides, there is a news that deserves our attention: the case of Shenzhen Proview and apple iPad. In the industry, it is worth mentioning that Michael Jordan sued. Jordan Sports The infringement of the right to name also coincide with the case of Hermes' trademark competition in China.

Behind these "bustling", we throw aside the legal aspect of right and wrong. What we see is the divergence and conflict between business management and business ethics. No matter how certain parties argue, no matter what the final outcome of these matters is, the moral qualities of some enterprises have been questioned.

We also have to admit that the edge ball behavior of famous brands and celebrities in the industry is everywhere. Seeing the news of the flying man Jordan suing Jordan sports news, some netizens were so ridiculed: ask Adidas to come to China to accuse the king of Adidas, ask the American Camel smoke to tell the camel clothes, and ask the Vacheron Constantin to sue the Arden water heater. Ask MIZUNO to tell the sports of California. Pray for Facebook to tell the school net, ask the United States to sue the king of beef noodles in the United States, pray for France to tell the French Union milk powder, ask Edison to sue Edison's milk powder, ask Van Gogh to tell Van Gogh floor, ask Sony Ericsson to tell Sony Ericsson MP3, and ask for Nobel to tell the tile.

Counterfeiting, making quick money, speculation and shortcuts, many people and businesses are doing this. Some people even think that these words have become Chinese labels. In the downtown area, Louies berry, which has been posted for 29 yuan a year, is known as the Deputy brand of Versace and supervised by Versace in Italy. In fact, it is a masterpiece of a Shanghai company.

However, shortcuts are sometimes a detour. A short and convenient road does not necessarily go to the finish line. On the contrary, a seemingly curved road, though it may take a lot of energy, can reach the verge of success. Jordan sports, which is under the banner of national brands and wants to be listed, is paying the price for shortcuts.

Last year, I was lucky enough to take part in an autumn and winter ordering meeting of "FENGBAOMAFENG" menswear brand. This brand, known as the Limited by Share Ltd of the German century BMW group and the general agent of China in Guangzhou century, is the brand of the century costumes Industrial Co., Ltd. of Guangzhou. It also has a story: its predecessor, "century BMW", was identified by the court as a trademark infringement and unfair competition against others in late 2009; in December 2011, "Feng BMW Feng" repeated the same mistakes. The plaintiffs in these two cases are world-famous German BMW Limited by Share Ltd with "BMW" car.

There is no need to worry about this. The operator behind Feng BMW Fung has also registered many trademarks like Spielberg and Harrison Ford. A trademark has been infringed and another brand is on the scene. They use the information asymmetry of consumers to earn fast money. In their view, even if only 1/3 of the people spend one time, he will earn enough money.

So we often hear this kind of voice: objectively speaking, Jordan sports (Louies berry, Feng BMW) product quality is still good, but this name flickered us. However, people who have been fooled for once find themselves fooled and are no longer foolish enough to continue to be fooled.

The word "morality" has once become a synonym for false sky, but the universal value of truth, goodness and beauty must be observed by both enterprises and individuals. What is a real, bad and not beautiful enterprise and brand? What about a century old business? A sustainable brand needs core value orientation, solid foundation, and no shortcut to success.

Fortunately, some brands made us see hope. On the opening day of London Fashion Week February 17th, respect for professionalism and respect. Culture Respect for the history of EVE CINA and "exception" amazing fog. Wang Jun, Secretary General of the China Fashion Forum, sighed with emotion. "Making a brand is just like being a human being. It is because of its value choice, behavior, basic research and steadfast accumulation that it is recognized, respected and respected."