Either LV invests 120 million to buy back the patents, or exchanges Wuhan's exclusive agency rights for intellectual property rights. According to Hong Kong's "Wen Wei Po", the world's top brand that is worshiped around the world - French Louis Vuitton, In recent years, operating in the Chinese market has not been smooth sailing. In 2002, a Chinese businessman named Wang Jun successfully registered the English "LOUYIVEITEN" and Chinese "Louis Vuitton" trademarks, and was awarded the LV handbag appearance on October 8, 2003. patent. After a series of lawsuits over trademark and patent rights, LV was completely defeated. In November 2007, Wang Jun issued a "Christmas ultimatum": If the two sides do not conduct substantive negotiations on the agency rights in Wuhan before Christmas 2007, "Louis Vuitton" will become a civilian brand in China the next day. LV's request to revoke the patent was rejected. Wang Jun is an ordinary private clothing owner in Hanzheng Street, Wuhan. In 2002, Wang Jun studied the trademark law and found that China implements one mark and one category in trademark management, with a total of 45 categories. Each category requires a specialized Registration, while LV only applies for trademark rights in China for clothing, leather goods, jewelry and precious metals; at the same time, LV’s product patents in China are completely blank. That year, Wang Jun successfully registered the English "LOUYIVEITEN" and Chinese "Louis Vuitton" trademarks; at the end of the year, he designed the outer packaging of LV handbags and applied for an appearance patent. On October 8, 2003, the China State Intellectual Property Office announced that it had been granted the patent rights. On February 24, 2004, LV submitted to the China Intellectual Property Administration that most of the elements of Wang Jun's patented patterns were LV's world-famous logos, and LV had already registered trademarks in China. Wang Jun's patent was different from the patent it had obtained. First, the trademark rights conflict and the patent is requested to be revoked. Subsequently, the State Intellectual Property Office established a review panel for this patent (hereinafter referred to as the review panel). The LV patent case took three years. At the end of 2006, the review panel finally ruled that French LV had insufficient legal basis and upheld Wang Jun's patent rights. efficient. In April 2007, the French company LV Maliti filed a lawsuit against the Patent Review Committee of the State Intellectual Property Office to the Beijing No. 1 Intermediate People's Court, requesting the court to revoke the relevant decision of the review committee. Wang Jun will participate in the lawsuit as a third party. Seven months have passed and there is still no result. On November 22, Wang Jun applied to Wuhan Customs for nationwide patent registration and seized LV's products suspected of infringement. In order to retrieve the goods, LV must pay a million yuan "counter-guarantee" deposit as a guarantee once the infringement is determined. Compensation payment to Wang Jun. If reconciliation cannot be achieved, China’s “LV” will be produced. It is certain that Wang Jun’s act of registering the trademark and product appearance patent of China’s “Louis Vuitton” is an act of squatting. What is his purpose? In the peace negotiation plan Wang Jun sent to LV on November 6, 2007, he was willing to transfer a series of intellectual property rights he owned to LV at a price of RMB 1, but the premise was that LV must grant it the exclusive agency rights in Wuhan. But it may be difficult for LV to adopt the direct sales model. The peace talks plan came to nothing, and Wang Jun was already prepared for LV's attitude. "The reason why I hold the trademark and patent rights of China's 'Louis Vuitton' but did not put it into production is because I respect LV as a top brand, but LV The delay in making a statement makes me feel that there is no point in waiting. If they have not conducted substantive negotiations with me on the agency rights by Christmas, I will immediately terminate all negotiations after Christmas and enter the production process. China's 'Louis Vuitton' The price is only one-third of LV products. I believe that when the Chinese boss and his employees are using Louis Vuitton, LV’s status as a top international brand in China will not be guaranteed.” Wang Jun also said that if LV cannot be authorized as an agent. , it is not impossible to buy back the patent rights, the transaction was completed for 120 million yuan. He stressed that the price would increase if there was a delay. If you want to sell in China, LV may have to "change its face." It is reported that the real fatal threat to LV's trademark comes from the product appearance patent rights held by Wang Jun. From the product appearance patent identification materials provided by Wang Jun to reporters, it is not difficult to find that there is no difference between the product appearance applied by Wang Jun and the pattern combination of LV products sold in China. In other words, LV "lost Jingzhou carelessly" in China - no Apply for patent protection for the pattern combination of its product appearance.

Wang Jun said that if LV’s products use a single graphic element to enlarge the appearance of the product, it is reasonable and legal. Once a traditional combination of graphic elements appears on its products, it will infringe the appearance patent rights of China’s “Louis Vuitton”. He pointed out like a riddle. The appearance of several of LV's current mainstream products has infringed upon his rights and interests. If LV's products want to continue to be sold in the Chinese market, "face-changing" is the only way out