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Ugly Shoe Trademark Milestone: UGG Of Australia

2011/6/8 10:08:00 47

I recently walked into a fashion shop near the central business district of Sydney.

UGG sheepskin boots

。

Inadvertently, a notice posted on the wall beside the shelf was found. The book is that the UGG products sold in this shop are authentic Australian products, which are different from the American "UGG" brand.

Sarah Berryman, a clerk, explained: "in Australia, UGG refers only to sheepskin boots, not brand names.

And the trademark "UGG".

brand

It is controlled by US companies, so it is necessary for us to clarify that UGG is not UGG. "

With all these questions, I found that behind the UGG is a hidden brand of strategic defeat for Australian people, which is worth learning from Chinese enterprises.

Before and after World War I, the UGG sheepskin boots originated in Australia. The so-called UGG means "Ugly Boots", which is commonly known to Australians for such unattractive leather boots.

In 1979, an Australian named Brian Smith brought home made sheepskin boots to the United States for sale, and set up a company to run related businesses.

In 1995, Deckers Outdoor Corporation bought UGG products from Smithfield, and registered the "UGG" trademark in the United States the following year.

In 1999, DEX sent a letter to many Australian UGG sheepskin boots manufacturers, demanding that they stop trademark infringement. In the following years, the two sides started litigation disputes.

In 2006, the court finally decided that the "UGG" trademark was owned by DEX company, but Australian related manufacturers could continue to operate UGG boots in Australia.

As a result, DEX has established the position of "UGG" brand in the world, while Australian UGG manufacturers can only stick to their domestic market, and can not use UGG as brand.

The death of Australian "UGG" sheepskin boots

Looking back on this history, Australians can't help but deplore it.

However, they have to admit that lack of international vision, long term satisfaction with workshop management, and neglect of brand building are the fundamental reasons for Australian manufacturers to hand over their ancestral business wealth to their hands. Smart Americans can only rely on developing global business resources and adhering to the branding strategy to take advantage of the opportunities.

Despite the preservation of the right to operate locally, the UGG manufacturers in Australia are not having a good time, and even the three acres of the domestic market are in danger.

Because the brand is being grabbed, Australian UGG manufacturers lose the most important support for going out.

In addition, UGG producers in Australia are numerous, and it is difficult to form a scale advantage. They are unable to see the "UGG" brand in the aspects of product design, profit margins, international capital and reputation.

In recent years, DEX has relied on the "UGG" brand advantage to start occupying the high-end domestic market in Australia, so that many visitors to Australia only know the "UGG" brand goods, but do not know the Australian UGG.

Many people even mistake Australia's local products for counterfeit products, making relevant manufacturers suffer.

Only then did we have the notices mentioned earlier.

In Australia, ignoring brand building is not confined to the sheepskin industry.

Walking around Pitt Street business district near CBD, Sydney, it is full of famous international brands but few Australian brands.

Even in the dairy industry and other traditional industries, there are few famous Australian brands.

The lesson of Australians once again shows that in the globalized business competition, people will kill you if you don't go out.

Only by establishing brand awareness and taking the initiative to attack can we become bigger and stronger.

For Chinese enterprises who have huge market and human resources advantages, it is particularly important and urgent to establish and protect national brands.

At the same time, the American company's "UGG brand" approach also reminds Chinese enterprises that, under the globalization of capital flow, enterprises should not only introduce goods and services when they go out, but also be good at taking advantage of overseas resources to occupy the brand first through a variety of ways.

In this regard, some Chinese dairy enterprises that are good at using Australian quality milk sources have been at the forefront.

Capital without borders, in advancing brand strategy, attack is the king.