Jordan, A Native Of Sports, Was Listed Before &Nbsp;

"Michael. Jordan "The business is done in China?" the red shop inviting basketball players to dribble. The brand named Jordan reminds people of "flying trapeze" Michael Jordan.

Jordan sports A share first application will be accepted by the SFC today (November 25th). For a while, Investor There is a lot of discussion. "Li Gui" Jordan wants to be famous?

However, yesterday, the reporter saw from Jordan sports prospectus that its main product trademark "Jordan" and "Michael Jordan" surname are the same, but there is no commercial cooperation relationship.

Zhao Jilin, a professor at Southwestern University of Finance and Economics, said Jordan sports cleverly played a "edge ball". Although it misled consumers to a certain extent, it was difficult to accuse it of breaking the law.

Listing is not related to "flying man".

In November 21st, Jordan sports pre disclosed the prospectus, leaving the relationship with NBA basketball superstar Michael Jordan.

"At present, Jordan sports and Michael Jordan do not have any commercial cooperation relationship, nor have they used their image to carry out enterprise and product publicity." The prospectus indicates that the Chinese transliteration name of Jordan's sports product trademark "Jordan" is the same as that of former US professional basketball player Michael Jordan. "Jordan" is not a specific foreign character, but there is no one-to-one correspondence between them.

The company prospectus stated that neither Jordan Sports Company nor registered trademark infringed Michael Jordan's right to name or other rights. Since its establishment in 2000, MichaelJordan has never submitted any rights to the "Jordan" registered trademark. There are no disputes and potential disputes between the two sides.

Nevertheless, there is still a puzzling coincidence in the prospectus of Jordan sports. On the 164 and 168 pages of the prospectus, the trademarks of "Jeffrey Jordan", "Markus Jordan", "JIEFULIQIAODAN", "MAKUSIQIAODAN" and their variants appeared in other registered trademark columns. The Chinese name of Michael Jordan's two sons is "Jeffrey Jordan" and "Markus Jordan".

Native products from Fujian

Jordan's sports shop in the red sign can be seen everywhere in Chengdu. The list of dealers on the official website of Jordan sports shows that there are 139 stores in Sichuan, of which 89 are distributed in Chengdu city and surrounding counties.

Reporters yesterday visited Jordan sports in Chengdu, a number of stores, sales staff have said, "we have nothing to do with Michael Jordan."

When a reporter asked why he wanted to be named Jordan, some of the shop assistants seemed puzzled. A salesperson explained that "it was originally endorsed by Jordan."

But in fact, Michael Jordan did not serve as the spokesperson of the brand. Jordan sports only signed the first image spokesman NBA player Hayes this year. {page_break}

Jordan brand is indeed a native "China Doll". Its predecessor was the two commodity factory of chedai Creek in Jinjiang, which was founded in 1984. Later, it introduced the new shareholder to set up Fujian Jordan, and changed it to Limited by Share Ltd at the end of 2009, that is, the current Jordan Sports. At present, the "Jordan", "QIAODAN" trademark and the corresponding graphic trademark are used by the company to register in 2002. In addition, Jordan sports also registered more than 100 trademarks related to Jordan, such as "Jordan king" and "Markus Jordan".

"Twin brother" Nike also has Jordan card.

Coincidentally, Nike launched the Jordan brand sneaker "AirJordan" in the 80s of last century, not only earlier than Jordan's sport, but far better than the latter, and signed a commercial cooperation agreement with Michael Jordan.

So are these brands registered by Jordan registered as a "AirJordan" for Nike? In this regard, Jordan sports prospectus says that the brand "Jordan" of the company has a higher degree of discrimination with Nike's "AirJordan" brand, which can be clearly identified by consumers in general. There is no dispute or potential dispute between the company and Nike company, and the company's "Jordan" series trademark is first registered in China. Nike's "Jordan" series trademark is applied for registration in China, which is rejected for review. There is no infringement problem. Nike has only 3 trademarks in China, including "MICHAELJORDAN".

However, for consumers, they can not distinguish clearly the two brands belonging to the Jordan brand. "The first feeling of seeing Jordan's sports signs is Michael Jordan's opening." Mr. Jordan, a white-collar worker from a Chengdu company, told reporters that "Nike also has a series of Mr. Jordan. My colleagues once mistakenly took Jordan sports shoes as Nike's Jordan series and bought a pair."

Experts say

Brand strategy misleads consumers

"Jordan sports brand and trademark naming strategy, to a certain extent, misleading consumers." Zhao Jilin, deputy director and doctoral tutor of the Institute of consumer economics, Southwestern University of Finance and Economics, said Jordan sports cleverly played a "edge ball", allowing consumers to equate their brand with sports stars or foreign brands.

Zhao Jilin said that in the early stage of entering the market, celebrity effect can make consumers trust the brand and help manufacturers open the market quickly. But consumers' association with Jordan's sports brand is based on common sense reasoning by consumers themselves, so it is hard to blame Jordan's sports.

In recent years, Chinese brands have been tagging themselves with "foreign goods", and the veil of "foreign brands" of "French Union", "Italy Mark Ed Faye" and "German European Code floor" has finally been unveiled.

Zhao Jilin pointed out that in the early days of marketization, the public generally formed the concept of good quality of foreign products, so later Chinese brands tried their best to "make up foreign makeup". "But in fact, consumers are becoming more and more rational. These skills are increasingly lacking in the market, and only by relying on quality can we finally win the hearts of consumers."