"Mountain" includes the meaning of "piracy, informality" and is generally used for counterfeiting of branded goods. The “cottage†originated from the private IT industry. The main form of expression is to start from a small workshop and quickly imitate the famous brand. For many years, the “cottage†wind has been on the verge of various industry policies for many years, causing controversy. The industries initially involved were mobile phones, digital products, game consoles, and daily necessities. In recent years, the home furnishing industry has also begun to slap the “cottage styleâ€, which is specifically reflected in the design of the cottage, the name of the cottage, the slogan of the cottage, and the online shop of the cottage.... Now let you uncover the secret behind the “cottage†home. .
One of the phenomenon of the cottage: the name of the brand
The phenomenon of "borrowing speculation" is rampant in the home industry
Recently, a large number of home furnishing companies have been exposed to the “famous brand†by the media, and even directly forged the brand's foreign background. What's more, some companies directly use brand trademarks to sell counterfeit and shoddy products.
For example, in 2000, when entering the furniture industry, a Cabinet company formerly known as “Yaju†was renamed “Bosini†in 2010. The purpose of this is nothing more than to use the well-known Bolognese cabinets in the industry to enhance its brand influence.
In addition, Chengdu Royal Royal Co., Ltd. was sued by a lawsuit of Minhua Furniture Manufacturing (Huizhou) Co., Ltd. for its use of the "First Class" slogan similar to Zhihuashi Sofa.
Not long ago, the Italian Foreign Trade Commission Beijing Office submitted three batches of 30 “pseudo-Italian brands†to the China State Intellectual Property Office. Saab SABO Kitchenware, JAJEMON Jiajia Dream, Isaiah ISAIAH and many other home brands were added. It is awesome. These brands, which are registered in China and do not exist in Italy, are eager to change their brands through the foreign background.
Expert analysis
Qiu Baochang, head of the Lawyers Group of the China Consumers Association: Similar trademarks or similar color patterns are actually unfair competition behaviors. “Bosini†and “Boloniâ€, “Gerle†and “Dulux†are similar in name. It is very likely that confusion will not be made if they are not seriously discerned. In fact, they have already infringed on brand-name enterprises, and they are not very familiar with the home market. Consumers are misleading.
Liu Chen, Secretary General of the Beijing Branch of the Beijing Market Association: The behavior of “famous brand†is mainly due to a kind of psychology that is eager to attract consumers' attention in the early stage of the company's growth, and is an unconfident expression of the company and products. Brand names are similar and do not represent product advantages. Only through long-term accumulation can companies build their core competitiveness.
Chen Tao, CEO of Yitong Home: In the process of growing a brand, it must be lonely, and the impetuous mentality of craving for a night is not advisable. Only by focusing on original design, perfecting services, and improving product cost performance can we fundamentally enhance corporate influence.
Luo Guisheng, manager of the marketing department of the gold-plated cabinet in Beijing: It is difficult to control the big brand being imitated. This requires the home building materials industry with relatively weak brand awareness to learn from mature industries such as food, and register from patents and product information. The use of legal weapons to safeguard the legitimate rights and interests of enterprises.
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