"New Balance" and "New Balance" are products of two brands

The relationship between the two can be compared with "predecessor" and "afterlife", and "predecessor" is It’s fake, “Afterlife” is a real American brand directly operated by an American company.

In other words: "New Balance" is a domestic brand and now has nothing to do with NEW BALANCE; "New Balance" is a product authorized by the American NEW BALANCE company.

The following is a detailed discussion of the "predecessors" and "afterlife" of these two brands:

(1) In the 1990s, American NEW BALANCE had already entered China The market, because of a big "N", appears to be very unique. "New Balance" is the name used by NEW BALANCE's exclusive agent in mainland China. Later, this agent secretly expanded production behind the back of the U.S. parent company, producing a large number of low-quality, cheap, retro shoes with the word "N" printed on them in China, and made huge profits. Because this agent seriously violated the dealer rules, the American NEW BALANCE company canceled the company's exclusive agency rights, but the "New Balance" trademark has been registered domestically by this agent.

(2) "New Balance", which can be bought for 150 yuan on the street, is no longer a good brand that shows consumers' taste, and consumers who once bought it at an expensive price are not worth it. It even feels like being cheated, which is a devastating blow to the high-end and fashionable brand image established by NEW BALANCE in China. Together with the preemptive registration of Chinese trademarks, NEW BALANCE's efforts in China were ruined and had to withdraw from the Chinese market in a short period of time.

(3) However, China’s huge market prompted NEW BALANCE to re-enter China in 2003, cancel its agency, and directly operate its business in the mainland market. NEW BALANCE has re-registered the "New Balance" trademark. "New Balance" literally matches the English name, and also contains the meaning of nirvana and rebirth. At present, the price of "New Balance" is basically above 500 yuan, and the price will not be too low.

The content of this article comes from: China Law Publishing House's "Complete Knowledge of Legal Life Common Sense Series"