Jordan Sports Calls Jordan, But Enterprises Must Have International Consciousness.

Basketball legend Michael Jordan announced through the newsletter that China sports suit and footwear manufacturer Jordan sports Limited by Share Ltd were alleged to have infringed their right to name.

Jordan sports is seeking a domestic listing.

Jordan said that the lawsuit is not about money, it is about principles, and also to protect their names.

If the lawsuit can get financial compensation, the money will be used to develop basketball in China.

Jordan sports disclosed in the prospectus, "Jordan" as an ordinary foreigner's surname is not specific, and has no corresponding relationship with the former US NBA star Michael Jordan.

To be international "

Enterprises must have international consciousness.

The anger of basketball's "flying man" is completely understandable.

But it is not easy for Mr Michael Jordan to win the lawsuit.

Jordan sports argues that "Jordan" is not specific as an ordinary foreigner's surname and does not correspond to the former NBA star Michael Jordan.

In response to Nike's Air Jordan Brand, Jordan sports said its brand difference was large and its identification was obvious, and the company's "Jordan" series trademark was first registered in China. Nike's "Jordan" series trademark is applied for registration in the country is rejected for review status, there is no infringement problem.

From the jurisprudence of China,

There is no big flaw in the argument.

At the same time, at the same time, Jordan's sports registration was successful, and it was also consistent with the law.

Of course, Jordan sports may win the lawsuit, but not necessarily win the hearts and minds.

If the registration of "Jordan sports" is successful and Michael Jordan's surname is purely coincidental, then the Jordan sports declaration will appear on the 164 and 168 pages of the other registered trademark columns with "Jeffrey Jordan" "Markus Jordan" (Michael Jordan's two sons name) in Chinese and English. Can it be explained by coincidence?

The alias "flying man" is very good for naming an enterprise under such a person's name, but it contains the beautiful expectation of domestic business owners to the development of enterprises.

But sharing a name with celebrities is not necessarily the same.

It is important for an enterprise to become a "flying man", but it is not a decisive factor.

The main image of Jordan sports trademark is basketball star jumping dunk. In China, sports shoes occupy a fairly large rural market, and sales revenue reached 2 billion 910 million yuan in 2010.

The data is dazzling, but its products will have a long way to go, like the name of Michael Jordan, calling the whole world highly internationalized.

If an enterprise wants to become an international brand, it has to have an international long-term vision. Naming from enterprise, product quality to the establishment of enterprise culture should be carried out under the law and business rules. Opportunism is not easy.

In China, there are also enterprises that successfully enter the international market and occupy huge market share.

For example, Haier products have been selling well all over the world for decades, not by the two dolls on the label but by the high quality of their products.

Pixian bean, this "general" trademark, its products can sell well in the United States and Japan, depends on the quality of its products and the broad traditional culture.

How does a small brand become a business rule after its growth?

Jordan, the sports brand, was born in 1984 in Jinjiang, Fujian, and is a native Chinese child.

It is not only a domestic brand, but also a typical family business. It has nothing to do with Jordan, a basketball star.

However, the reason why this enterprise wants to build Jordan is not an ordinary foreigner's surname chosen arbitrarily.

Recently, Jordan sports is seeking to go public. It can be in such an industry with international expansion characteristics such as sporting goods. Jordan sports chooses to go on the market in China. It is necessary to say that it is also an international legal risk to circumvent the use of "Jordan" brand logo.

For Jordan's prosecution, Jordan's sport probably had already made a "preplan".

The core point is that it doesn't matter if you don't recognize my trademark.

First, Jordan is only an ordinary foreigner whose surname is not specific. Secondly, it is different from Nike's "Jordan" brand. The third is Jordan's first registration in China, and his opponent's application for registration in the country is rejected.

Therefore, it is hard to say whether Jordan can win the lawsuit in China. Although many people believe that the trademark of Jordan sports is to make use of the celebrity effect of the star Jordan, the law has its own limitations after all. We follow the principle of "application first".

Let alone the lawsuit itself, how to wash away the "original sin" after the small brand becomes bigger is worth more attention.

It is said to be "careless and big", because some small businesses may just want to make a profit when they start their own business.

One of the corroboration is that Jordan sports did not register related trademarks until April 16, 2002, and the trademark law was promulgated in 1983.

Perhaps we should not demand the private enterprise with a low starting point and a low level of foundation. From the 80s of last century, it had a strong sense of intellectual property rights. Moreover, even if it had the intention to contact Jordan to negotiate the right to use the name, people would not give it to it. But when the small brand grew bigger, it would be a frank and honest image to face the special "entrepreneurial history".