Home textile giant Fuannacompany and Raleigh compete for network marketing platform

21st Century Economic Report Wang Zhooming Beijing Report Home textile industry two listed companies Rich Anna (002327.SZ) and Raleigh (002293.SZ) is very busy, Rich Anna sued Raleigh home textile use improper network promotion way, infringement of its trademark patent. Raleigh and Rich Anna is home textile industry before the two companies, the cause of the lawsuit is from September 2009 to October, Raleigh Home Textiles in its website promotion process, using Google Auction rankings, false propaganda "rich Anna products 10 percent", and will link to Raleigh E-commerce site.　　In fact, Raleigh's website Lovo only sell Raleigh products, the rich Anna believes that Raleigh home textiles infringement of its trademark patent, hence to the Beijing Haidian District People's court to sue. August 26, Rich Anna Media PR manager Lori told reporters: "At present, Beijing Haidian District Court has entertained our Raleigh home Textile prosecution, is organizing a collegial panel, Luo Lai has received a lawyer letter." In early August, the Haidian District Court accepted the case. "After the case, Mr. Luo tried to settle the dispute privately, but we still wanted to take the legal path," said Lori Red.　　"and Raleigh Home textile Dong Secret Wu Zhongzhong did not make an evaluation on this matter. Suspected illegal promotion of Raleigh is home textile industry earlier involved in E-commerce platform, its website Lovo in April 2009 online.　　Raleigh internal Estimate, 2009 its network sales in 20 million yuan. 2009, Raleigh Home Textile sales income of 1.145 billion, compared to the net income is insignificant, but Raleigh to Lovo gave a high priority. Raleigh has noted that low-end home textile products are fiercely competitive, Raleigh positioning at the high-end, but not willing to give up the low-end market sales, so the company chairman Shi Chengwei said: "Online sales can make up for this market vacancy." "Raleigh said its Lovo web site invested millions of yuan, performance is not satisfactory, but the industry generally believe that 20 million of sales are not easy."　　Just rich Anna believes that this performance was achieved because the Raleigh network promoted the use of illegal means. Lori Red Introduction: "September 2009, consumers complained to us, said Google search for rich Anna, see Raleigh to ' buy rich Anna to Lovo ' name to promote its website." However, after clicking in, we found that the site only sells Raleigh products, which has attracted our attention. "Rich Anna through the National Textile Association to Raleigh Representations, Raleigh feedback is the dealer's behavior, and immediately made a correction." However, the October 28 issue again, Lovo again to "rich Anna 10 percent" to do the promotion, rich Anna again to the Home Textile Association to make representations, Raleigh and removed the false propaganda.　　But then, in November, Raleigh the third false promotion of its website. Reporter in Lovo website inquires, Lovo Copyright belongs to the Raleigh Home Textiles E-commerce Division. The case attorney Zhao Rei said: "Even the dealer's behavior, it should be Raleigh home textiles supervision within the scope, not to mention the founder of the website is Raleigh." ”　　Lawyers found in the evidence, Raleigh Lovo website at least used 13 home textile enterprises to promote the brand, similar techniques, Google search for these brands show is the brand 10 percent, and points to the Lovo site links.　　The injured enterprise almost covers all the mainstream home textile enterprises in China. Fuannacompany Dong Hu Zhenshu said: "A lot of small and medium enterprises do not have a door, I think we should stand out." China National Textile Association also supports our action.　　"Network platform for the reason Mano brought lawsuit, Rich Anna also have difficulties." "When Anna was listed at the end of 2009, fearing that the lawsuit would affect the company's image, it chose to sue at this time," said Lori Red. We have also established e-commerce companies. This market is growing fast and can no longer give up. Hu Zhenshu also believes that this infringement incident has made the company aware of the importance of E-commerce. "Now our own website is not perfect, but definitely the focus of future training." "For Raleigh, the meaning of E-commerce is particularly important." Raleigh has been to join the main shop, the proportion of direct battalion has been very low. 2009, Raleigh began to increase the construction of direct shop, the proportion of direct sales from 2008 to 15.45% to 16.27%. Because of this, a group of franchisees were directly challenged by the regular army, joined the enthusiasm to reduce.　　E-commerce is a powerful means to make up for the ebb of franchisees. However, E-commerce is not easy to do. Industry insiders: "To seven wolves, for example, last year online clothing sales, seven wolves in the top five sales, but their own network platform sales of only 2 million yuan, the rest of the share are all types of dealers income." "This is also the home textile industry few High-profile E-commerce reasons, Raleigh is a fancy to the market space."　　Relatively speaking, Rich Anna's direct shop ratio accounted for more than 40%, the enthusiasm of E-commerce is not high also in reason. Home Textile Association Under-Secretary-General Zhu Xiaojong said: "Apparel home Textiles, E-commerce is the two years before the rise." This time, we have been doing the coordination work. But since Anna's lawsuit has been accepted, we still have to wait and hear the result. The ruling of the law will be a good thing to standardize the electronic commerce behavior of the home textile industry. ”