This is a classic case of grassroots brand creation. The main founders, Guo Juncong and his brother Guo Junwei, opened a small shoemaking family workshop in 1997, employing a few workers, and it was very small-scale. At the beginning of its establishment, the company aimed to "build the first professional sports brand in China" and positioned itself as a footwear manufacturer for professional sports.
In the face of opportunities, the test is speed and courage. Tiebao immediately seized the opportunity based on its initial positioning and shifted the focus of corporate production to the field of football shoes. If you have the ambition to be a professional brand, you must have professional focus and 100% effort. In order to make their products more in line with the needs of sports, the Guo brothers went deep into the sports field to observe closely, watched live broadcasts of various sports competitions such as football and track and field, and repeatedly studied the posture and movements of athletes' feet during strenuous exercise. Through painstaking research and reference to successful brand products, the Guo brothers found design inspiration and development direction from the physical characteristics of the Chinese people and the dazzling array of foreign football shoes. So we united with surrounding workshops, registered the Tiebao brand, specialized in the research and development of football shoes, and established our own company. Tiebao sports shoes were presented to people with professional sports quality. After more than half a year of hard work, the results of Tiebao football shoes are beginning to take shape. Before the arrival of the World Cup, the company launched more than ten models of football shoes and began to launch them in the northern market. Once the product was launched, with its novel style design and cost-effective market positioning, Tiebao football shoes caused a sensation in the market, and it was not uncommon for supply to exceed demand.
Later, with the end of the World Cup and the unsatisfactory performance of Chinese football in the game, the Chinese people's confidence in football was greatly frustrated, and the domestic market for football shoes gradually dimmed. While stabilizing the domestic market, Tiebao began to look globally, broadened its sales strategy, and opened up international markets.
In 1999, Guo Juncong personally carried dozens of pairs of shoes to participate in the Guangzhou Exhibition. Due to the novel and professional product design, strong sense of fashion, and excellent quality, Tiebao products made their debut at the Canton Fair and won the trust of countless foreign customers. Favored, orders came one after another.
After earning the first pot of gold, Tiebao expanded its scale, built a new factory, and invested heavily in two modern production lines. At the same time, we actively introduce professional sports shoe developers to guide the research and development of Tiebao sports shoes based on human body mechanics theory, so that Tiebao sports shoes can better meet the comfort and safety of sports. After that, Tiebao Shoes began to explore and explore in the export market for more than ten years, processing for brands all over the world.
The growth of the Iron Leopard brand has not been smooth sailing. The professional quality and excellent quality have enabled Tiebao to win a certain degree of popularity and praise. However, in terms of brand copyright, it has encountered attacks from major international brands. Due to the dispute over the ownership of the brand logo, Tiebao's brand promotion and market expansion momentum has been seriously hindered.
On May 12, 2004, "Mazda" filed a request to the Trademark Review and Adjudication Board to cancel the "tiebaojitu" trademark registered by Guo Junwei (a 25-category shoe and clothing trademark, applied for registration in 2000 and successfully registered in 2003). Registration application. Mazda's reason is that Guo Junwei's trademark graphics are similar to Mazda's trademark graphics, which may easily cause misunderstanding among consumers and infringe its graphic copyright. In May 2009, the Trademark Review and Adjudication Board ruled that Mazda lost the case. Later, Mazda filed a similar lawsuit against "Tiebao tiebao" and "Tiebao" (28 types of shoes and clothing trademarks, entertainment and sporting goods categories). In 2011, "Tiebao" defeated Mazda for the second time and successfully safeguarded its own trademark intellectual property rights. .
After this challenge and training, Tiebao has become more aware of the importance of brand building, which has also released huge room for improvement for the "Tiebao" brand. From now on, "Tiebao" can have no worries. Develop worldwide.