Behind the Tangshan Hitting incident, how can the British tide brand Boy London become the "Big

Radar finance produce | Zhang Kaijing editor | Deep Sea

After the "Tangshan Hitter Incident", a picture of "away from such a crowd" was hot.

Radar Finance noticed that in this picture, the gold chain, Boy London T -shirt, Hermes belt, handbag/bracelet, soybean shoes without socks have become the standard of "big brother". One of the violence men involved in this time was also wearing the Boy London short sleeves that day. The large hot golden eagle pattern and the eye -catching Boy logo behind them were impressive.

After the outbreak of people, Boy London was resisted by netizens. Many netizens rushed into the official account of Boy London's Weibo, Douyin and other official accounts, calling it "barbecue shirt", and "wearing Boy, the value of force has increased", even in the live broadcast room of some tide cards, as long as you only need If there is a Boy London brand, you can see the "sharp" comments from netizens.

Public information shows that Boy London is a British street trendy clothing brand established in 1976. It was once worn by many stars such as Madonna, Andywahar, Rihanna and other stars, sweating the world. After entering China, Boy London also led a wave of fashion trends. Some young people in Shanghai drove to Changzhou New Store to scan the goods, and some couples bought them as couple shirts when taking wedding photos.

However, to this day, Boy London has become synonymous with "earth tide". "Unexpectedly, it's expensive to die", "Essentials of spiritual guys, must be necessary for the elder brother" ... Behind many netizens, the influence of the Boy London brand has also declined.

What caused the "Golden Eagle" to fall?

Tangshan fighting incident fermentation, Boy London lying gun

In the early morning of June 10, a number of men's groups of men's fighting women in a barbecue restaurant in Tangshan City, Hebei Province caused widespread concern for public opinion. On June 12, the Guangyang Branch of the Public Security Bureau of Langfang City, Hebei Province issued a notice saying that with the approval of the People's Procuratorate of Langfang City, nine suspects such as Chen Mou had been arrested by the Guangyang Branch of the Langfang Public Security Bureau.

It is worth noting that in the surveillance video of the barbecue restaurant, the woman in white drags her hair is dragged out of the shop, and one of them wearing a Boy London short sleeves in the fisting and feet will cause some of them. Netizens "criticized" the brand.

"The brand's first impression is the uniform of rogue mixed." Some netizens said. Some netizens hope that the brand will apologize: "I know that people are not playing with you, but have you ever reflected why so many criminals are wearing your brand."

Netizens also rushed into the official account of Boy London's Weibo, Douyin and other official accounts, calling it "barbecue shirt", and "put on Boy, the force value has increased", even in the live broadcast room of some tide cards, As long as there is a Boy London brand, you can see the "sharp" comments from netizens.

It is understood that consumers have chosen Boy London clothes they bought during the 618 period due to the Tangshan incident. And Boy London's official flagship store customer service has also set up an automatic reply for Tangshan's beating incident: "Hello, we resolutely resist violent behavior, thank you for your support for us."

In fact, the "impression" of netizens did not happen overnight. Radar Finance noticed that many criminal suspects were wearing Boy London in public vicious cases.

In 2019, the Nanjing police disclosed in the special campaign in the anti -crime and elimination of evil and eliminates the case: the black -related organization led by the leader Liu Mouqiang involved several cases of illegal criminal cases. Illegally collecting debts such as blocking doors and other means, repeatedly implemented provocative troubles, forced transactions, opened casinos, and extorted, and even sent people to hit the people's court law enforcement vehicles to challenge public power.

In a group photo of the organization, many people are wearing Boy London sweaters, and the huge brand logo on the chest is still clearly distinguished in the blurred pictures.

However, there are also opinions that the brand should not carry the pot. Lawyer Xiang Fangliang, executive director of Shanghai Meigu Law Firm, reminded that consumers should distinguish between the incident and brand, objectively evaluate the matter, and remember not to infringe up maliciously.

In 13 years in the battle for trademarks, fake goods have caused low purchase costs in "social people"

From the perspective of many industries, the status quo of Boy London is related to the trademark disputes they have fallen into.

Boy London originated from a shop called "BOY" opened on a street in King Road, London. It is the originator of the British street fashion tide brand. The parent company is Anglo joint company.

The Boy London of the start-up period is full of rebellion in the bones. It is its iconic characteristics.

However, it is also such a rebellion that made Boy London quickly become a British fashion label. At that time, the British "Daily Express" and "Sun Daily" published a large number of reporters that singers and stars were fans. And photos.

In 1995, Boy London opened the market in South Korea and decided to transfer the trademark to the local Baocheng International Co., Ltd. for 10 years. The two parties agreed that the trademark must be transferred back to the Anglo joint company for free. However, due to poor operation, Baocheng Company transferred the trademark to South Korea's natural person Kim Jaqi before bankruptcy, and the latter not only returned the trademark to Anglo joint company after the transfer period expired, but also started to enter the Chinese market. idea.

In 2001, Jin Jiaqi applied to register the "BOY and Map" trademark in China. Radar Finance Search China Trademark Network found that the trademark was almost exactly the same as the original Boy London trademark. Since then, Jin Jiaqi has begun to develop agents in China to further expand the market.

"What is this brand? According to the salesperson, it is South Korea? Which one knows? How do you look like a brand brand?" As early as 2002, some netizens posted to ask about the specific situation of the Boy London brand, and in the mouth, in the mouth It is Kim Kya's version of Boy London.

Compared with the British version, the Boy London version of Golden Jiaqi is more slim and more suitable for Asians. However Deep first impression. In addition, the first -line star groups such as Bigbang have strongly respected the Korean version of Boy London, which made the brand fire from South Korea to China.

It is worth mentioning that even in 2005, the trademark authorization of the Anglo joint company and Jin Jiaqi has expired, Jin Jiaqi continues to register a trademark related to Boy London. According to China Trademark Network, on August 5, 2005, Jin Jiaqi has registered a trademark named "Boy" under the International Category 18 (briefcase, travel bags, schoolbags, etc.) and 9 (glasses, sunglasses, etc.). It also quoted a large number of Boy London's brand history and the trademark of its partner artists on the website.

Kim Jaqi's behavior has aroused strong dissatisfaction of Angrolore Company. In 1997, Anglo's associated company had registered trademarks in China, and in 2001, it opened the first Chinese store in the "Popular Frontline" of Guangzhou China Plaza.

In 2005, Angelo jointly filed a lawsuit against Kim Jaqi, and the two parties had 13 years of the dignitaries. During this period, Jin Jiaqi newly established Baoai Trading (Qingdao) Co., Ltd. (hereinafter referred to as "Baoai Qingdao"), and used this as a platform. Since 2014, he has applied for 41 trademarks related to Boy London, even A application for the revocation of Anglo joint companies in China was initiated.

It was not until 2017 that the Beijing Higher People's Court finally ruled that the Anglo joint company held the ownership of the Boy London brand in the UK and confirmed the uniqueness of the Boy London brand in China. One year later, Anglo brand authorized Shanghai Fan Jin Investment Management Co., Ltd. to officially declare the success of the Boy London brand trademark rights protection.

However, the situation of Boy London's fake goods has not ended because of Anglo's rights protection.

With the increase in overseas group purchase and the rise of a new round of trends, Boy London began to be popular in China and reached its peak around 2015.

"You are a Boy London." A word circulating around 2010 reveals the important position of Boy London in the domestic trend circle.

There are tide card enthusiasts recalled that 2012-2015 is the peak period of Boy London's popular in China. "At that time, you went to any bustling commercial district in China. clothing."

According to reporters, the clerk at the Boy London Store in Changzhou New Taipei Wanda Plaza recalled that in 2016, some people bought this brand of clothes to wear a couple shirt when taking wedding photos, and some people were sent to celebrities, because they were usually usually they were, because they were usually they usually. Just wear this brand. At one point, the photos of Boy London, such as Luhan, Wu Yifan, became the best advertisement for the brand.

However, a self -described person who had worked at the original single shop in Boy London stated that before 2017, the offline counter was the Korean version of Boy London, which was authorized by Baoai Qingdao. Later, the offline counter gradually changed to the original version.

If the respondent is true, then it is obviously before the real Boy London win the lawsuit, the Korean version of the style and image has already become popular. On this basis, because the design is simple and easy to imitate, Boy London has more imitation in China.

Beginning in 2016, Boy London made many "fake brothers" such as Boy Londom, Boy Lundon, Boi London in a short time.

A case disclosed by the Taizhou Intermediate People's Court shows that from June 2016 to March 2018, in order to obtain illegal interests, the defendant Zhao Moumou also used the eight people such as Fu Mou to use the trademark to design and produce a counterfeit trademark certificate. The Boy London brand anti -counterfeiting inspection system, brand sales certificate, and the authorized letter of the Boy London brand issued by a British company, etc., produce counterfeit trademark clothing and sales profit, illegally operating amounts of more than 50 million. In 2019, the police destroyed a gang of illegal sales of Boy London trademarks led by a couple. The gang was significantly lower than the market price to the public. More than 100,000 yuan.

Radar Finance searched for "Anglo" on the referee document network, and a total of 916 documents were retrieved, all of which have been from 2016 to the present. Among them, there were 365 and 336 articles in 2019 and 2020, respectively, the most over the years, and most of the reasons for the prosecution were intellectual property ownership and infringement disputes.

According to reports, in recent years, Boy London is located in the shopping malls such as Shanghai Nanjing East Road flagship store, Suzhou Red Tang Shopping Center, Yangzhou Vientiane Hui, Yangzhou Sand Ship, Nantong Port Zhara, Xinghua Wuyue and other shopping malls. Holiday closed.

To this day, self -propaganda in the e -commerce platform is genuine, but the price is much lower than the official Boy London clothes.

This not only caused a serious blow to its brand power, but also means that "social people" can use very low costs to achieve the effect they want. The exaggerated hot gold eagle is integrated with the golden chain. It not only loses the trend, but also reveals "domineering."

"Golden Eagle" fell, and was nicknamed "King of Tu Cool"

However, Senior Fashion Consultant Xue Yan believes that the biggest problem facing Boy London is the decline of trendy influence. As a tide brand with a history of 45 years, it may be overwhelmed and cannot keep up with the current trend.

Boy London has also made some attempts and innovative designs. In 2017, he joined hands with the British pioneer designer Katie Ery to release a joint series and went to London Fashion Week. Dungeon and Warriors jointly named; April this year, the official announced that Fan Ye became his brand global spokesperson. But these measures do not prevent the brand's popularity from decline.

In the small red book, the number of notes of Supreme of the tide brand in recent years has exceeded 80,000, the number of OFF-White notes exceeds 60,000, and the products of the two have 500+. The number of notes related to Boy London is only 10,000+, and the product is 100+. Many bloggers joked that it was "Trendy Tide" and "King of Turkish Cool".

At the same time, the rise of Guo Chao also squeezed the market position of Boy London. With the improvement of consumers in the Z era's self -confidence in national culture and domestic goods, national tide style and domestic brands are gradually rising.

The report of "Baidu 2021 National Tide Pride Search" report shows that Guo Chao's attention has risen 528%in the past ten years. Among them, the national tide clothing ranks second in the top ten hot search national tide, second only to domestic digital.

According to the new consumption statistics of the trend, as of December 2021, the number of domestic clothing track has invested nearly 50 during the year, with a total investment of over 10 billion yuan, a record high. In addition, there are many well -known investment institutions such as Sequoia Capital China, IDG Capital, Tiger Global Fund, Pan -Atlantic Capital, Tencent Investment, and Jingwei Venture Capital. Even station B, Bubble Mart, Kuaishou, etc. have seen the segment of the Tarler, two -dimensional clothing, Hanfu and other segmented clothing fields related to generations.

The impact of the industry trend overlapping emergencies, Boy London's development in China is becoming increasingly not easy.

But the change of the times may be the fate of the tide brand.

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