361° Domestic Motivation to Settle Infringement Cases

Recently, media reported that 361°, which had just won a big victory in Olympic marketing, filed a lawsuit against 13 shopping malls and supermarkets in Jiaozuo City, Henan Province, for infringement of its trademark, and Henan Jiaozuo City Intermediate People’s Court has accepted it. Review and file the relevant materials and evidence provided by 361° company one by one.

It is a common practice for big brands to file lawsuits against businesses that infringe on trademark rights. Infringement of a trademark is indeed a headache for the brand. Fighting can play a deterrent role in the market. In addition, the media can properly promote the brand's visibility by cooperating with the media. The recent international big names such as LV and Xideng Road have been sought after by mass media in Nanjing. This can also provide LV with the popularity and strength for the smooth expansion of domestic second and third tier markets.

Industry analysts, 361 degrees in the recent Olympic marketing performance is extremely eye-catching, betting Sun Yang, CCTV Olympic coverage for reporters to provide clothing, etc., have brought it a great reputation, August 2 even got the stock price rose sharply, Compared with the previous Anta and Li Ning efforts to expand the Olympic marketing, the results achieved by both Anta and Li Ning can be matched. Steady strengthening of the Olympic marketing should be its immediate priority.

However, under this background, 361 Degrees set off a domestic infringement case, causing the industry to question its rush. Of course, this also depends on whether 361 Degrees will be used as a small episode or as a gimmick for deep plowing.