Luckin Coffee was copied in Thailand, but it lost the lawsuit to defend its rights, and now it has been claimed 10 billion, which is more unjust than Dou E.
This copycat company, not only the brand visual design is the same as Luckin, but the direction of the deer head is mirrored, the genuine deer head is to the right, and the copycat deer head is to the left. Even the name of the company is copied, called Thai Luckin Coffee*** Unsuspecting consumers will regard this as a subsidiary of Luckin in Thailand.
This is not an ordinary copycat company, but a subsidiary of the Royal Thai 50R Group, and it is not an exaggeration to say that it has the support of the Thai royal family and the military.
However, seeing such blatant plagiarism, China Luckin must have defended its rights and cracked down on counterfeiting, so China Luckin Coffee filed a lawsuit against the truth to the **Intellectual Property Office and the International **Court, accusing 50R Group of maliciously registering trademarks, for which the primary court ruled that the defendant lost the lawsuit.
However, the 50R Group decided that the verdict was unfair, submitted a rebuttal to the court, and won the case on December 1 this year. Li Kui actually lost to Ghost Li, there is really no place to reason. A lot of times intellectual property lawsuits are just so magical.
The matter is not over, on the morning of December 19, Thai Royal 50R Group formally submitted a lawsuit to the court, asking the court to order China Luckin Coffee to compensate for economic losses of 10 billion baht (about 20 yuan).4.6 billion yuan), the court has filed and accepted the case.
After talking about the general process of this incident, let's talk about this matter again.
First of all, why does Thailand want to copy China Luckin so obviously?
To put it justice, it is to prevent foreign brands from quickly gaining ground in their home markets. Don't underestimate the beverage market, how many richest people have been produced, and how many world-renowned large companies have been achieved, you can't count them on one hand. For example, Coca-Cola, Starbucks, Wahaha, and Genki Forest.
After all, the development of Luckin in recent years has basically risen all the way to the speed of rockets, although there are also twists and turns in shorting in muddy waters, but it still has not stopped its rapid development. With its high cost performance, the performance in the second quarter of this year has surpassed Starbucks to become the leader of the coffee retail industry. Various cross-border co-branded models emerge in an endless stream, such as sauce latte. It has also reached new heights in terms of marketing momentum, from ** festivals to traffic stars to attract your attention.
After the domestic market stabilized, Luckin began to enter overseas, and the first target market was Southeast Asia, with Singapore, Malaysia and Thailand being the first choice. After successfully landing in Singapore, Luckin quickly opened 18 stores. This menacing situation made Thailand feel the pressure, so it simply struck first. After all, everyone understands the experience of imitating first and then surpassing, not to mention that there are still people in the middle of the court with straight waists.
This is understandable, after all, many of our big brands and big enterprises in China did this back then. Even when they raised funds back then, the PPT said "China's version of so-and-so", and investors were very much affected by this. Today, many copycat brands have become industry Qiaochu, and in recent years, Chinese investment in overseas investment will also be given special consideration, such as the Indian version of shared bicycles, the Thai version of Xiaomi and so on such entrepreneurial projects. This kind of starting a business in the New World with mature experience is equivalent to making a time machine to travel back in time, and it is difficult to succeed or not.
And big foreign brands have not encountered this kind of thing in China, such as American NBA star Michael Jordan has been fighting a lawsuit with China's Jordan Sports. The logo of Jordan Sports is the silhouette of Jordan playing.
In addition, New Balance has also withdrawn from China for a time because of the preemptive registration of trademarks, the proliferation of counterfeit goods, and the high cost of rights protection.
Even if the same brand becomes bigger and stronger, there will be trademark disputes, and the entanglement between the two sides is even continuous and chaotic.
For example, everyone is familiar with Beijing Daoxiang Village and Suzhou Daoxiang Village, Hong Kong Ronghua mooncakes and Guangdong Ronghua mooncakes, as well as the most famous Wang Laoji and Jia Duobao.
The brand is influential, and it is difficult to avoid being plagiarized and touched by copycats. So what to do?
First, put your mentality right, and you can't expect the other party not to rub off on brand awareness. This is something that will most likely happen.
Second, there is an intellectual property strategy, and what can be avoided in advance can be avoided in advance. For example, Alibaba has registered trademarks such as Alimama. For example, if you have international market ambitions, you can register a trademark abroad in advance.
Third, the market strategy counterattacked. For example, JDB responded to Wang Laoji's trademark back, and once advertised that "the world's leading red can herbal tea has been renamed JDB". Let all those who drink herbal tea know that the current JDB is the former Wang Laoji.
Fourth, do your best, the other party can indeed have a late-mover advantage by directly copying technology, design, and business methods, but as long as you are always in front, such as innovation, the other party will never be able to catch up with you.
can be plagiarized, copycated, or even bigger and stronger to surpass yourself, or it shows that you are not strong enough. Work hard to improve the internal skills, and the brand should be self-reliant, so as to swallow mountains and rivers.
What do you think about this?(Wen Zhidun Zhidun Jun).