From the disappearance of Artie to see the "cottage"

The five-year-old Adidas lawsuit against the king of the case, the recent end of the two sides to settle. The court decided that the Chinese trademark and its triangular logo must be transferred to Adidas for free and could not be used again and appear in the terminal store. This means that the Adi Wang from the cottage will completely lose the brand, and the next company to build a new brand Adivon, the road to rebirth and development is still long. The disappearance of the Di Wang, also seems to let us see the cottage brand crisis-Shanzhai, after all, is not a long-term development of the plan.

Come out, sooner or later.

Di Wang can be called the omni-directional, the most thorough "cottage". From the name, logo, to marketing strategies, slogans, all with imitation traces. In these years of development, the king of the ads frequently appeared in CCTV 3 sets, 5 sets and Hunan TV, "Everything can be changed" advertising language is caused by the vast number of consumers of the discussion and spit. Network exaggeration of the post, video, popular language has also spread the brand well-known.

Although the "Cottage King" has been carrying the blame, but the brand's development speed and create a brand effect can not be underestimated. In the three or four-line city of Di Wang, which has spread nearly 3,000 stores, last year's sales reached nearly 400 million yuan, a miraculous hit of billions of profits, and won the "Fujian famous trademark." Even more surprising is that the Shanzhai brand has also been a high-profile outside the country, frequent appearances at home and abroad major events, into the Spanish and the NBA, and high-profile sponsorship of Syria, Lesotho and Côte d ' Ivoire three countries 2012 Olympic Games delegation.

But all this glory, all along with the decision of the cottage case, vanished. "Borrowed" come, after all, not their own, sooner or later are to return.

Shanzhai wants to develop and must be transformed

Throughout the domestic "cottage" market development, the final result showed a polarization trend: part of the efforts to brand enterprises, part of the market can only be eliminated. The road to the cottage has become increasingly difficult to walk.

First of all, the government departments of the "cottage" brand to strengthen the supervision and protection of intellectual property more and more, increasingly perfect domestic trademark protection laws and regulations, all forced the survival of the cottage space compression;

Second, the Enterprise's own brand awareness has become more and more strong, more and more attention to product innovation and development, as well as proprietary technology protection. This virtually enhances the "cottage" product technology threshold, to the "cottage" product market has brought great impact;

Thirdly, with the increasing of the brand, the market competition is more and more fierce, the advertisement is overwhelming, the channel sinks unceasingly, the former "Shanzhai" product survives 三、四级 market competition intensifies, the market share is less and fewer;

Finally, "Shanzhai" products after several years of development, there are vicious competition, quality not pass, the lack of after-sales service, marketing system is not perfect, and so on, gradually revealed the drawbacks, consumer distrust also led to the market downturn.

In fact, we can not deny the registration of "Shanzhai brand" in the brand development is a short cut, but when the development of strong will find a lot of embarrassment. Fame has, but was buckle on the cottage hat, the impact of the brand is not only the reputation, which is really to the foot. Therefore, enterprises to establish a brand at the beginning must be long-term vision, from a long-term perspective to plan their own brand strategy. and already by virtue of "Shanzhai" started the brand, should be transformed early, in the adjustment to find their own market, cultivate their own independent innovation ability, strengthen the molding of own brand.

We are pleased that "Artie King" is changing, with its existing channels and relatively mature marketing system, the rebirth of its own brand is sooner or later, and we are more looking forward to see more domestic "Made in China", "China created" the rise.

Mu Chaoxi

China marketing decision expert

Dean of the school of excellent marketing

Visiting Professor of Tsinghua University