Event: A year’s investigation of 60 enterprises surfaced.
"Beijing Studio of Intellectual Property Department of Italian Foreign Trade Commission" is the Italian government agency responsible for counterfeiting this time. Dai Sheng Qiao, the head of the office, said that in July 2010, the Foreign Trade Commission under the leadership of the Italian Ministry of Economic Development set up an intellectual property office in Beijing. After a year’s collection and investigation, they found 60 enterprises counterfeiting Italian brands in the China market. The market subjects of these "pseudo-Italian brands" include enterprises in Chinese mainland, Hong Kong, Taiwan and South Korea. These enterprises either claim to be produced in Italy, or use Italian country names, place names or even national flags as product names to mislead consumers under the banner of "Italy", but in fact these brands simply do not exist in Italy.
Since the second half of 2011, the Intellectual Property Department of the Italian Foreign Trade Commission has successively submitted three batches of 30 "fake Italian" brands to China National Intellectual Property Administration, China, and Italy called on the China government to take targeted measures as soon as possible. According to the Italian side, these enterprises, under the banner of "originating from Italy", sell in the China market at a super-high price that is several times or even ten times higher than similar products, and the price is even higher than that of similar products imported from Italy, which deceives consumers in China, disrupts market order, constitutes unfair competition, and harms the interests of colleagues who operate in good faith. At the same time, Dai Shengqiao said that in the near future, more lists of China enterprises with fictional "Italian origin" will be submitted to China National Intellectual Property Administration, China.
Phenomenon: the price of counterfeit goods is 10 times that of Italian high-end brands.
According to Dai Sheng Bridge, these fake Italian brands involve luggage and leather goods, clothing and home textiles, automobile supplies, furniture and building materials and other industries. Some of these brands are priced even higher than Italian high-end brands.
The slogan "Jia Jia Meng from Italy, the world …" sounds quite exciting. Jia Jia Meng Jia Fang, which produces bedding, claims to be from Italy, and its trademark clearly indicates the word Italy.
But in fact, Jiajiameng is not an Italian brand at all. According to Dai Sheng Bridge, after investigation, the trademark "JAJEMoN Jiajiameng" is registered in China, and the owner is "Italy Louis Trading Co., Ltd.", and the address is Room 5014, No.2 Buoz Road, Florence, Italy. The Italian Foreign Trade Commission confirmed through the Chamber of Commerce in Florence, Italy, that the company is a myth and its address is a fabrication. The real operator of the brand is "Shanghai Jiali Bedding Co., Ltd.".
But the high price of Gaga Dream even startled the Italian Dai Sheng Bridge. "At an exhibition, a Jiajiameng mattress was priced at 34,000 yuan, and it was also claimed that the retail price of the mattress was 6,000 euros, which was more expensive than a car. The price of a real high-end brand-name mattress in Italy does not exceed 600 euros, only one tenth of it. "
Chinese response: Some trademark applications have been rejected.
Zhang Zhicheng, deputy director of the Protection and Coordination Department of China National Intellectual Property Administration, said that the information provided by Dai Sheng Bridge had been received, because it involved different departments such as industrial and commercial administration and quality inspection, so the relevant information had been transferred to functional departments in time.
In response to the first batch of infringement lists submitted by the Italian Foreign Trade Commission, the State Administration for Industry and Commerce replied on October 12, 2011 that the China Trademark Administration had rejected the trademark registration applications of two brands, Nino Ferletti Italy and Bestibelli Milan. As for the behavior of some trademark users involved in adding Italian place names by themselves in the use of trademarks, they replied that Italy could report complaints to the local administrative department for industry and commerce. There are also some claims that they are Italian brands or Italian enterprises, and whether there are false propaganda and misleading behaviors of consumers needs to be determined by the competent industrial and commercial authorities after investigation according to law.
Analysis: Second-and third-tier brands prefer big names.
The store layout is very British, the brand website is introduced in English, and the page promotion uses a foreign model … At first glance, it is a foreign brand, but after careful inquiry, it is found that the origin of clothing is in China. Strolling through the major shopping malls in Beijing, whether it is men’s wear, women’s wear, shoes and famous bags … Looking around, almost all the letters are "foreign languages". When approached, the shopping guide replied "foreign brands" without exception. Although the brand name is at a loss, many consumers are worried that they will be laughed at by the shopping guide because of their ignorance, so most of them will not ask any more questions. Thousands and tens of thousands of goods are more valuable just because they are stained with the word foreign.
The reporter found that goods in many fields, including clothing, bags, home and so on, all pretend to be "foreign" brands, among which second-and third-line clothing brands are the main ones, and they will be admitted to being produced in China only after questioning.
However, these merchants who sell domestic products under the "foreign" brand often explain it slightly differently. Some say that a well-known foreign brand merged with a domestic company and produced it in China; Others say that brands are registered abroad and domestic companies are agents; Others claim that domestic companies produce and foreign companies supervise the production. But if you take out the internal label of the goods, most of the places of origin are from Guangzhou, Zhuhai, Shenzhen, Dongguan, Zhongshan and other places.
"Why not say it’s a local brand?" Asked about this question, some shopping guides are not subtle. "English is high-end, and consumers think that foreign brands are of good quality, well designed and easy to sell." A shopping guide for an Italian brand name bag in a shopping mall said this.
Just stick an "Italian origin" and you can sell it at a high price in China! Of course, such a business is a good business that only earns money and does not lose money. It’s easy to remind us of the same examples not long ago, such as "Da Vinci Furniture One-Day Tour in Italy" and "NBA basketball superstar Michael Jordan sued China Jordan Sports Co., Ltd. for infringement". In the eyes of the industry, the common behavior that China enterprises like to make up overseas ancestry and fake international celebrities has obviously reflected the crisis of corporate brand culture in China.
Xiaobian BLABLA: only exchange for "deception" with high prices.
The Italian government came to China to crack down on counterfeit goods. This time, instead of disrupting the Italian market with counterfeit goods from China, it knocked out Italian counterfeit goods for consumers in China. This is a new phenomenon. In the past, foreign entrepreneurs complained that "fake and shoddy" goods from China crossed the ocean and hit the market of authentic brands in other countries. But this time, people complained that China’s unscrupulous businessmen were selling their own "Italian" brands in the China market.
When someone saw this news, the first reaction was that the consumption mentality of Chinese people was not yet mature, which encouraged the pursuit of foreign domestic products. Spending a high price on "fake foreign cards" really belongs to Zhou Yu on the surface. But think again carefully, is the immaturity of consumers enough to shirk the responsibility for the inaction of the market supervision department? Insiders pointed out that from the perspective of protecting rights by "purifying blood", the Italian intellectual property department’s "counterfeiting" in China was largely due to the "Da Vinci incident" last year, but it does not rule out that other countries will also move to China to strengthen intellectual property protection.
Cheng Kuixing, a well-known columnist and commentator, believes that China is now striving to move from a manufacturing power to an innovative power, and "Made in China" is also transforming into a luxury created by China. Today, several years after China’s entry into WTO, it seems a little naive to ask who lost Italy’s anti-counterfeiting in China.
We should see that no matter what harms the interests of Italian enterprises or China enterprises, in fact, the ultimate harm is the interests of consumers in China, and consumers in China have been exchanging high prices for "cheating".
Part of the anti-counterfeiting list provided by Beijing Office of Italian Foreign Trade Commission:
JAJEMoN Jiajiameng Bedclothes Shanghai Jiali Bedclothes Co., Ltd.
Sheng Kyle San Marco clocks and watches Shenzhen re-long Co., Ltd.
Ou Bai si OBOSI leather Guangzhou roewe handbag products co., ltd
Tuscany Toskany Leather Beijing Times Weiyi Leather Co., Ltd.
Ka er Dan dun clothes Shenzhen ka er Dan dun clothing co., ltd
Jinuolizi Clothes Beijing Jijianuo Clothing Co., Ltd.
Camel brand leather shoes shishi city Haomai footwear industry Co., Ltd.
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