At present, the protection of intellectual property has become a hot topic of concern in the business community, and it is also an important issue for the government to protect its own brand in the region. The Xtep, known as "The First Brand of Fashion Sports", not only has many honors such as "Chinese Famous Brand Products", "China Famous Brand" and "National Inspection-Exempt Products", but also is a sports brand that young consumers compete to chase. In recent years, Xtep brand has been repeatedly infringed. In order to defend its legitimate rights and interests, Xtep resolutely took up legal weapons and fought one after another in intellectual property rights protection.
Market miracle attracts brand infringement
Since its inception in 2001, Xtep has written a miracle in the development of China's sports goods market. With the development speed of “flyingâ€, it has rapidly surpassed many sibling brands and has grown into one of the leading brands in the domestic sporting goods industry. Its unique fashion style and personality brand charm are favored and chased by young consumers. Its rapid growth rate reflects the extent to which Xtep is widely popular among young consumers. In this case, the Xtep brand became the subject of competition. On July 14, Xtep, with the close assistance of the Economic Investigation Brigade of Jinjiang City Public Security Bureau and the Luoshan Industry and Commerce Inspection Brigade, discovered and investigated about 7,000 pairs of counterfeit “Extra†sneakers at a sham factory in Longhu Town, Jinjiang City. With a total value of more than one million yuan, the parties were arrested on the spot and the case has now entered judicial proceedings.
With determination to carry out rights protection in the end
"For such infringement cases, we will not tolerate it. We should take up legal weapons to protect our interests from infringement, warn more lawbreakers, and at the same time awaken many enterprises' awareness of the protection of independent property rights." Faced with their own intellectual property rights Infringed, Xtep resolutely pulled out the "sword" of the law and safeguarded his legitimate rights and interests.
At present, quite a number of companies do not have such determination in the face of intellectual property protection. According to reports, it gave up protection because of cost considerations. Some companies believe that the infringing party has promised to no longer infringe on the rights, but also compensates the right holder for a certain amount of fees. In the short term, the right holder has no losses and benefits. Some found that the infringing party already owns some foreign markets and customers to a certain extent. If the two parties cooperate after the reconciliation, it will help the rights holders expand the foreign market and achieve "win-win"...
Xtep believes that branded companies should have the courage to fight illegal elements in intellectual property disputes. Chinese companies must improve their awareness of intellectual property protection, not only infringing but also possessing independent intellectual property rights. Only in this way can they help companies respect the awareness of intellectual property and be conducive to the sound development of the market.
The government escorts the rights of enterprises
In Xtep's view, the victory of its own brand on the road to rights protection, in addition to its own continuous improvement in awareness of rights protection, the government is also a strong backing for the maintenance of independent property rights. In the “7.14†case of counterfeiting, the rapid response and rigorous enforcement of the inspection team of the Jingjiang Public Security Bureau and the Luoshan Chamber of Commerce and Industry provided a good help for the special rights protection campaign.
People in the industry believe that it is necessary for the government and industry organizations to further regulate the market order, and establish a complete and convenient rights protection assistance mechanism and information industry intellectual property early warning mechanism as soon as possible to provide comprehensive services for the protection of intellectual property rights of enterprises and to raise awareness of rights protection of enterprises and simplify The process of defending the rights of enterprises reduces the cost of rights protection for enterprises, so as to improve the overall anti-risk ability of enterprises and create a good development environment for enterprises. As the main body of rights protection, enterprises should constantly improve themselves, perfect the intellectual property management system as soon as possible, establish a trademark and patent tracking surveillance network, continuously improve their own level of protection, application and management of intellectual property rights, and actively respond to the challenges of many criminal elements.
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