Zhu Director "Q-Coin Door" challenges the Chinese online marketing moral bottom Line

Wen/mr. X Preface: The Nineth city in the end of 2009, "famous three" official website impressively played "Nineth City to DNF play letter" Activity page, among them not only "Dungeons and Warriors" described as their own game research and development at the beginning of the reference to the object, but also issued the final "we decided in the Three Kingdoms" public testing period, Sincerely invite all DNF players to participate in the test "statement ..." The Three Kingdoms "official website played" The Nineth City to DNF play home "slogan as Grand never in their own official website or ads directly appear Tencent, even if because of historical reasons for the nine city will never love to have added to the long tour even if played a" dozen pig bacteria " Sign will not name the "Audition 2". Even in the face of media interview CEOs will try to avoid commenting on their competitors-to maintain a certain distance to their own products, this is almost a decade of Chinese online games circle or even the whole industry "impinging" guidelines.　　However, recently this line is always dare to put the Zhu break!　　Where is the moral bottom line of the game circle? Although the 09Q3 China net swims the market scale to reach 7.17 billion yuan, and the industry's income will reach 68.6 billion yuan in 2012.　　But the fact that the whole industry is still showing a extensive state, due to innovative ability is not strong so even if the new online game, still can not escape the extreme similar to some other games and will lead to hand-to-hand combat. So, when the "World of Warcraft" easy to master even one months can not be smoothly online. For the first time, we saw the grim smile behind the big manufacturers-"the door of a world closes, a martial arts door opens", "Another World waits for you to change", "Two worlds are alternating, the new world of nine cities". This can be seen as different manufacturers are good at using current affairs, on the other hand, the player is also understood as not well-meaning to insult. Nine city after the loss of Warcraft after the "King of the World" out of the advertising language in the great economic interests of the temptation, manufacturers in marketing seems to have become more and more understand how to challenge the bottom line.　　From the earlier difficult to send to a non-RMB players in the hands of the wages, to the subsequent landing on the phone bill has been deducted to the deletion of the competitor virtual currency.　　Suspected of violating the anti-unfair competition?　　All along, the major manufacturers do not directly in advertising or soft text directly appear in the competitor's vocabulary, even Sando Mamang's "Running kart" and "QQ rook", "Bubble Hall" and "QQ Hall" is only in the case of intellectual property rights in the lawsuit will go to talk about opponents. Believe that the Nineth city in this marketing word is very careful, as the industry for the first time in their own official website will appear directly to the title of the article, the "Dungeon and Warrior" described as "the most of our attention to a game" on the surface did not violate the "Advertising law" Advertising shall not diminish the terms of the goods or services of other production operators. But inadvertently can not avoid and the "PRC trademark law Implementation Rules" is inconsistent with the original meaning-whether the use of trademarks in advertising is trademark law on the use of trademarks, directly related to comparative advertising isWhether it constitutes a question of infringement of trademarks. If the answer is yes, then the advertisers who use the registered trademarks of others in the comparative advertisement may constitute trademark infringement. 3rd of the implementation rules of the trademark law of the People's Republic of China indicates that "the use of trademarks for advertising" is a trademark usage behavior.　　Therefore, advertisers for profit for the purpose of their goods or services with the mark attached to the registered trademarks of goods or services to compare, and show that the registered trademark, it may constitute the exclusive right to the other person's trademark damage. We in the "famous three" in the marketing process is not difficult to find, nine City chairman and CEO Zhu personally to do the ads. Screen, Zhu shouted: "You play" Three Kingdoms ", I send 200 million q coins. "At the same time, the city also issued an open letter on the game official online, claiming that all the test" Dungeons and Warriors "(Tencent's products) if the player after the experience found that the game can not meet the demand, before leaving the game can get 20Q currency returns. This is like one day KFC is not satisfied with eating hamburgers to send McDonald's book as absurd. Zhu personally as the advertising actor Zhu Director of a marketing gamble single from the Zhu Director of this marketing, not to be "successful." At least from the Baidu index we can see a day ago also unknown "famous", in such a wave can not define whether the ethics of the marketing Baidu index rose 400%. And the major forums also have a lot of "Dungeons and Warriors" "tourist group" appeared, so that competition game players hot discussion of their works is the "famous three" hope to achieve the purpose. To this end, the nine city is a gamble-not only foreign claims to buy the 200 million RMB Tencent platform for the Q currency, but also directly in the advertising material used Zhu himself portrait, using its on the court often used in the game of the shape of the finger to the player shouting "hair!" UNCTAD！ "But there are also insiders pointed out that the so-called 200 million Q coins should be only" hoarding "the million or so, after all, if ordinary players want to harvest this 20Q must be in less than 2 weeks before January 20 to complete the three countries (registered entry), signed the Agreement (Participation activities), play to the 19-level after ( More than 10 hours of input and patience), and delete the number (exit threshold) of the process to cash-is the choice of 20Q currency compensation, or continue. Apparently Zhu is using money to challenge the player's tolerance for the "Dungeon and Warrior". Relatively complex rules and harsh acceptance conditions, it can be said that Zhu in a little cash reserves for a moral plus money marketing gamble. And if it works for Chinese players who are still having a hard time with intellectual-property awareness, it has to wait until the game is open.　　In addition, according to nine of the city insiders revealed "famous three" in the day of the public test has done a pre-recharge and the mall test open preparation! Finally, for the nine city 200 million Q coins public digging angle Tencent game player events, Tencent has been identified as a direct vicious competition behavior, Tencent formally to the nine cities to express the protest and dissatisfaction, Tencent decided to stop the nine city famous three ads. Relevant before the deadlineAdvertising has been visible in the major platforms, but Tencent has not yet any advertising to the light and news.