New Balance, New Balance, New Balance, who is the official name of the century-old American sneaker brand new Balance in China?
The answer is that so far, because Balance and similar trademarks such as New Balance have been registered before New Balance registering Chinese trademarks, New Balance, known as President's Jogging Shoes, does not have an official Chinese name.
It was founded in 1906 and appeared in Korean idol dramas many times. In 2012, the domestic films Zhiming and Chun Jiaoli, Shawn Yue wore New Balance running shoes from beginning to end, which instantly increased its popularity.
However, with the emergence of counterfeit products and the technological elements that have remained unchanged for thousands of years and have slower updates and iterations, New Balance's popularity quickly declined after once becoming a must-have item for young men and women.
Now, this brand ranked 5th in the top 100 APP sports shoes list, aims to become the world's third largest sports brand.
Touch quality, discover the future, please immediately watch the 100,000 brand stories "The President's Jogging Shoes: New Balance"
1906 Boston. When William Riley was observing the chickens in the yard, he found that the chicken feet could firmly grasp the land and maintain balance. Inspired by this, Riley designed and developed foot arch supporters and correction shoes. Because this design brings people an unprecedented sense of balance, the company named it New Balance.
In 1938, New Balance provided the first pair of running shoes developed and designed to the elite runner team of MIT. As the career gradually grew, in 1960, New Balance launched the world's first "Trackster" series of sneakers that can provide multi-width lasts, subverting the concept of traditional sneakers.
With the opportunity of this new product release, New Balance officially announced that the company will stop producing arch support and correction shoes and officially transform into a professional sports shoe brand.
In 1972, New Balance was acquired by James Davis, the current chairman of the board of directors, and has been insisting on privatization for many years. During this period, New Balance spared no effort to develop high-tech running shoes, and the calls for "President's jogging shoes" were getting higher and higher.
With Tom Fleming winning the New York Marathon Championship with his New Balance M320 running shoes in 1975, the New Balance M320 was selected as the world's number one jogging shoe by the US Runners Magazine. It is precisely because of the M320, a pair of multi-width running shoes specially designed for women in the world for the first time in the world, that New Balance established its leading position in sports brands in one fell swoop.
began to enter the fields of clothing and other sports equipment in 1978.
4 years later, New Balance spared no expense to use the most advanced technology and technology at the time to create a 990 running shoe priced at US$100. With its excellent stability and shock absorption, it became the best-selling running shoe at that time. The success of
990 also allowed New Balance to create the world-famous 99X series in 30 years, becoming the ace model of New Balance.
1985, New Balance released the first running shoe of the Thousand Family Family M1300. As the first pair of running shoes carrying ENCAP technology, the M1300 can be said to be an epoch-making product and has been sought after by countless celebrities with its excellent cushioning technology.
The midsole made with this technology can also increase stability and support in addition to cushioning.
and some doctors will even recommend this pair of shoes to patients with walking disorders as correction shoes.
Although this technology is now widely used in shoemaking, it can be said to be a revolutionary invention in the 1980s.
M1300 This shoe model, known as the king of running shoes, is reproduced every five years, and every time it has a price but no market.
From fabric selection, hand-stitching to the lined white leather edging are all done in the United States, representing the brand's highest-end quality and technology.
Among the world's top sports brands, many have moved most of their factories to Southeast Asia where labor is relatively cheap. Now only New Balance still retains American production and two production lines.
For example, NB Only 25,000 pairs of shoes are produced in the Flimby factory in the UK every year, and the workers also have more than 30 years of experience in making shoes. It is also conceivable that the difference between such a small batch of high-quality production and the 574 which is flooded due to supply shortage. Newbalance under the lens of
35mm, New Balance became the designated clothing of the Chinese national track and field team at the Sydney Olympics, ranking second in the United States.
2002 Kanochi wore New Balanc and broke the world marathon record with a time of 2 hours, 05 minutes and 38 seconds, and continued to be the world marathon record and remained the world marathon record for the rest of the time. Although
is very popular internationally, it was not until 2012 that New Balance began to become popular in China.
In 1988, the New Balance trademark was registered by China Dolido Shoes, and this trademark was registered on multiple goods and services. In order to enter the Chinese market, New Balance tried to apply for multiple New Balance trademarks, but never achieved the expected results.
So in 1989, when New Balance first entered the Chinese market, its business was not directly operated, but was handed over to the exclusive agent Yangjiang Youlian Shoe Industry Company.
In the 1990s, with the climax of China's market economy , New Balance's progress in the domestic market was smooth, but troubles also followed.
In order to speed up money making, agents privately expanded production and lowered prices, and launched a large number of products with poor quality, resulting in a rapid decline in New Balance's image.
In a fit of anger, around 2000, the US headquarters took back the agency rights in the name of dealers violating the rules and withdrew from the Chinese market.
, what kind of relationship is New Balance, New Balance and New Balance on the market today?
In 2006, in order to successfully promote the brand, New Balance established New Balance Trading Company in China.
However, who knew that as early as 1996, a Chinese company registered the Balance trademark. The company's later boss Zhou Lelun later sued New Balance, which was established in 2006. In 2016, the court ordered New Balance to compensate the Chinese company for economic losses of 5 million yuan.
So, the situation in the market now is that New Balance, New Balance and New Balance are three independent companies.
In addition to missing a local name, what is even more annoyed to new Balance is that there are a large number of "N-Zai" trademarks that play edges in China.
From Taobao platform to street shops, from first-tier cities to county towns, New Balun, New Vsold, New Bunren, New bairin.
Three stores with N letters opened in a row that are jaw-dropping.
Now, New Balance, which has been imitated for a long time, has taken the initiative to sue some merchants suspected of infringement.
In August 2017, an American brand won an infringement lawsuit in China, and New Boom was sentenced to lose the case and compensation of US$1.5 million.
After trying all the hardships of trademarks, the old American brands finally began to break through.
However, the N-shoe shoe market on the street still makes him helpless.
The consequence of the increasing number of counterfeit goods is that New Balance's popularity has begun to decline.
In addition to the appearance that has continued the design of the 1970s, which makes consumers aesthetically tired, there is another reason for loneliness. It is to mention NIKE, Kobe , James, mention Adi , Little Fatty Harden , and mention New Balance, can you tell who his spokesperson is.
In this circle, if a brand wants to stay strong, it must be closely connected with sports athletes.
is obvious. New Balance, which focuses on the concept of presidential running shoes, has not done enough in this area, and its connection with teenagers is getting weaker and weaker.
Moreover, the technology of New Balance running shoes is getting slower and slower. On the other hand, Nike's shoes that are automatically tied are expensive, and they are still in short supply after they start selling. New Balance has always emphasized craftsmanship and craftsmanship, which is right, but for most students, what is the difference between American NB and Indian NB.
In 2014, New Balance launched ZANTE cushioned running shoes equipped with Fresh Foam technology midsole. The multi-density foam midsole and unique honeycomb protection particles redefine "soft".
In March 2018, New Balance announced the new brand concept "I dominate" and invited a group of professional athletes to shoot related advertising films. Chris David, vice president of global marketing at
, said: "For 112 years, we have been proud of creating sports equipment that is suitable for comfort and improves sports performance. This year, we launched a new brand concept. Through the interpretation of well-known athletes signed by it, it tells the firm belief of New Balance over 112 years: to become a leader in the field of sports that subverts tradition, fearlessness and independence."
