一则公告将南极电商延续近一年的商标使用诉讼公示于众。 日前，南极电商在公告中披露，旗下品牌"卡帝乐"授权使用方——上海新和兆企业发展有限公司（以下 简称"上海新和兆"）早在2025年1月起诉南极电商，后于12月变更诉讼请求，诉讼金额从9525万元变更 为5.65亿元。而南极电商则在2025年6月反诉上海新和兆，要求支付因侵权造成的损失、违约金等，诉 请金额为8169万元。 中经记者 蒋政 北京报道 《中国经营报》记者注意到，南极电商曾长期依靠品牌授权获得营收和利润。但在业绩承压之后逐渐 向"自营+授权"转型，并对旗下多个品牌供应链及经销渠道进行梳理，很多不合格的供应链和加盟商遭 遇清退。不过，囿于转型周期较短，其成果在营收数据上尚未获得正向反馈。 服装行业分析师马岗告诉记者，品牌授权在行业内非常普遍，且是非常严谨的事情。南极电商对授权商 标进行监控，符合合约要求和国家质量管理等规范。不过，整体来看，南极电商对于品牌授权管理相对 比较粗放，导致部分商品质量高频出现问题。如果其不通过自营提升形象，南极电商的品牌授权生意并 不可持续。 一场涉及商标使用的双向诉讼 南极电商在公告中详细介绍了诉讼的基本情况。 早在20 ...

一些年轻人愿意花几千上万元买个其他轻奢品牌的手饰、小提包，却很难说愿意花上千元去买件 比音勒芬 的Polo衫，有的甚至没logo，多数人压根不知 道你穿这么贵的衣服。 "知道"（nz_zhidao）跟你谈谈，"衣中茅台"高端化受阻之路背后的深意。 （IC photo/图） 近日，深市指数样本调整正式生效， 比音勒芬 被调出 深证成指 样本股名单。 比音勒芬 近两年来股价表现疲软，2024年全年跌幅达30.76%，2025年以来 跌幅为26.59%，不到两年时间股价腰斩，最新市值仅85亿元左右。 而 比音勒芬 的股价颓势与其业绩表现密切相关。2025年前三季度，公司实现营收约32.01亿元，同比增长6.71%，但归属于上市公司股东的净利润约6.2亿 元，同比减少18.7%，扣非净利润同比下滑21.36%，第三季度单季净利润及扣非净利润下滑幅度进一步扩大。 比音勒芬 一直有"衣中茅台"和"中国拉夫劳伦"之称，专注高尔夫服饰赛道，目标客群为中年商务精英，服饰定价普遍在500-5000元，核心POLO衫基本都 在千元以上。 如今看来，高尔夫服饰赛道被 比音勒芬 闯出来了。但这一条赛道也有天花板，在此背景下， 比音勒芬 ...

"聚酯纤维就是塑料吗？一到冬天，从头到脚都是塑料。" 南方人为啥一到冬天就把"省服""焊"在身上？正是因为聚酯纤维的低吸湿性，不像棉、羊毛那样容易 吸湿后变凉，因此能长时间保持蓬松干爽。同时，通过特殊纤维结构设计，聚酯纤维能通过芯吸效应 迅速吸收皮肤表面的汗液并导向面料外层蒸发，让体表保持干爽舒适，运动时不易闷汗，静止时也不 易着凉。 在北方，聚酯纤维也有自己的用武之地，它的保暖秘诀在于"锁住空气"。通过"超细纤维""热反射"等黑 科技，聚酯纤维能在织物内部形成轻盈又扎实的保温层，所以你会看到，很多羽绒服的外层面料和内 衬都使用了聚酯纤维。 如果你也听过这种说法，不妨花几分钟重新认识一下这种在我们生活中最常用的面料。 聚酯纤维与我们熟悉的塑料瓶，都源自常见的热塑性聚酯材料——PET(聚对苯二甲酸乙二醇酯)。在吹 塑工艺下，它会变成塑料瓶；而经加热熔化后"拉成丝"，就成了聚酯纤维。简而言之，PET在不同工艺 下已走向了不同的方向，就像我们不会把钻石称为"高级铅笔芯"一样，聚酯纤维和塑料瓶也是"两模两 样"。 就算吊牌上写着"用回收塑料瓶制作而成"，你也绝不是"行走的塑料瓶"，其实你穿的是2024年巴黎奥 运会中 ...

Core Viewpoint - The article discusses the rise of counterfeit and low-quality imitations of popular fashion brands, particularly focusing on the impact on consumers who unknowingly purchase these products, leading to social embarrassment and a loss of confidence [4][15][72]. Group 1: Brand Imitation and Consumer Experience - The article highlights the frustration of consumers who find themselves purchasing low-quality imitations of brands like ALO, Miu Miu, and Ralph Lauren, often without realizing it [10][37][56]. - It emphasizes the prevalence of these imitations in the market, with many consumers unknowingly wearing products that are poorly replicated versions of high-end brands [25][32][60]. - The emotional toll on consumers is significant, as they navigate a landscape filled with counterfeit products, leading to feelings of embarrassment and confusion about their purchases [18][72][110]. Group 2: Market Dynamics and Brand Perception - The article notes that the demand for branded products has led to a surge in counterfeit goods, with manufacturers capitalizing on the popularity of logos as social currency [96][98][100]. - It discusses how the low barriers to entry in the fashion industry contribute to the proliferation of these imitations, making it easier for counterfeiters to produce and sell their products [100][101]. - The article also points out that the imitation of logos has become a common practice, with various combinations and alterations of brand names flooding the market, further complicating consumer recognition [81][99][110]. Group 3: Consumer Sentiment and Social Media Influence - The article reflects on the collective sentiment of consumers who feel deceived by the prevalence of imitations, leading to the formation of online communities where they share their experiences and frustrations [72][90]. - It highlights the role of social media in amplifying these issues, as consumers often turn to platforms like Xiaohongshu to seek validation and share their encounters with counterfeit products [7][60][93]. - The article concludes with a plea for manufacturers to refrain from producing imitations that mislead consumers, emphasizing that many people would prefer unbranded items over deceptive replicas [111].

Core Insights - The article discusses the proliferation of counterfeit and low-quality replicas of popular fashion brands, particularly focusing on the American yoga brand ALO and its competitors like Miu Miu and Ralph Lauren. The rise of these imitations has created confusion and embarrassment among consumers who unknowingly purchase these products, believing them to be authentic [1][5][62]. Brand Analysis - ALO is positioned as a competitor to Lululemon in China but lacks a physical store presence, leading to a surge in counterfeit products that mimic its branding [5][10]. - Miu Miu, despite being a luxury brand, has also seen a rise in low-quality replicas, with consumers often unaware of the differences between authentic and counterfeit items [20][62]. - Ralph Lauren's iconic logo has been widely imitated, resulting in various humorous and embarrassing versions that misrepresent the brand [35][43]. Consumer Behavior - Consumers are increasingly frustrated with the prevalence of counterfeit goods, leading to a sense of betrayal when they discover their purchases are imitations [51][59]. - The article highlights a growing community of consumers who share their experiences and frustrations regarding counterfeit products, forming a "victim alliance" [51][60]. - Many consumers express a desire for authenticity, stating they would prefer no logo at all rather than a misleading imitation [62][72]. Market Dynamics - The demand for branded apparel has created a lucrative market for counterfeit goods, with profit margins for manufacturers of these replicas estimated between 20% to 30% [62]. - The low technical barriers in clothing production contribute to the rapid spread of counterfeit items, making it easier for manufacturers to produce imitations [62][65]. - The article suggests that the fashion industry needs to address the issue of counterfeiting more effectively to protect consumers and maintain brand integrity [72].

Core Insights - The men's clothing market has become a "safe zone" compared to the highly competitive women's clothing sector, with brands like Hailan Home and Baoxiniro leveraging brand strength and operational efficiency to maintain their leading positions [4][12]. - The Chinese men's clothing market has matured, focusing on brand power, product quality, and operational efficiency as core competitive factors [4][12]. - Despite social media criticisms regarding the lack of variety and design in men's clothing, companies in this sector often enjoy high profit margins and customer loyalty [4][12]. Group 1: Market Dynamics - The men's clothing market is characterized by high repurchase rates and profitability, with brands benefiting from a stable customer base and lower inventory pressure compared to women's clothing [12][13]. - Brands like Hailan Home are projected to achieve revenues exceeding 20 billion yuan and net profits around 2.2 billion yuan in 2024, showcasing strong profitability [13][15]. - The consumption behavior of male customers is highly task-oriented, leading to strong brand loyalty and high repurchase rates, which benefits retailers [12][13]. Group 2: Consumer Behavior - Male consumers prioritize functionality and social signaling over aesthetic appeal, often viewing clothing as a means to convey status rather than a form of self-expression [6][10]. - The majority of male clothing purchases are influenced by women, who tend to focus on brand reliability rather than design [19][20]. - Younger male consumers are increasingly seeking personalized and fashionable options, posing a challenge to traditional brands that have relied on classic designs [20][21]. Group 3: Competitive Landscape - The competition in the men's clothing sector is less about rapid fashion cycles and more about building brand equity, making it difficult for new entrants to disrupt established players [15][19]. - Traditional brands face pressure to innovate and adapt to changing consumer preferences, particularly as younger generations become the primary market [20][21]. - The market is witnessing a shift as brands explore new styles and collaborations to attract younger consumers while maintaining their core customer base [20][21].

Core Insights - The men's clothing market has become a "safe zone" compared to the highly competitive women's clothing sector, with brands like Hailan Home and Baoxiniro leveraging brand strength and operational efficiency to maintain their leading positions [1][12] - The Chinese men's clothing market has entered a mature phase where brand power, product quality, and operational efficiency are the core competitive factors [1][12] - Despite the strong performance of men's clothing brands, social media feedback often criticizes the lack of variety and innovation in men's fashion [1][12] Market Dynamics - During this year's Double Eleven shopping festival, several sports and leisure brands popular among men entered the "billion club," indicating strong market demand [1] - The male consumer demographic is largely composed of individuals over 25 years old, who prioritize practicality and reliability over fashion trends [12][19] - Men's clothing purchases are often driven by women, who value brand recognition and reliability more than design [15] Consumer Behavior - Male consumers tend to prefer basic styles and are less inclined to explore new fashion options, focusing instead on functional and socially acceptable attire [6][12] - The shopping behavior of men is highly task-oriented, leading to high brand loyalty and repeat purchases once a suitable brand is identified [8][9] - The perception of men's clothing as "expensive and unattractive" is countered by the high customer loyalty and profit margins of brands in this sector [1][12] Brand Performance - Leading brands like Hailan Home are projected to achieve revenues exceeding 20 billion yuan and net profits around 2.2 billion yuan in 2024, showcasing strong profitability [9][11] - The men's clothing sector benefits from lower inventory pressure and higher profit margins compared to women's clothing, as classic styles have longer life cycles [9][11] - The competitive landscape for men's clothing is characterized by brand asset accumulation, making it difficult for new entrants to penetrate the market [11][12] Future Challenges - Despite current success, traditional men's clothing brands face challenges in appealing to younger consumers who demand more innovative and personalized designs [19] - The rise of fast fashion and international brands intensifies competition, necessitating a balance between maintaining core customer bases and attracting younger demographics [19] - The market is evolving, with emerging trends indicating potential growth areas, such as outdoor and athleisure wear for men [18][19]

Core Viewpoint - Ralph Lauren achieved a significant victory in the field of intellectual property rights in China, with the Beijing High Court confirming the "POLO" trademark as a well-known trademark in the clothing category, concluding an eight-year legal battle involving over 600 lawsuits [1]. Group 1 - The Beijing High Court's final ruling upheld the previous recognition of the "POLO" trademark as a well-known trademark by the Guangzhou Intellectual Property Court in 2021, indicating a strong protective stance towards Ralph Lauren's trademark [1]. - The court's decision emphasized that the existence and use of the disputed trademark could mislead the public, diminish the distinctiveness of the "POLO" trademark, and harm Ralph Lauren's interests [1]. - The case involved an administrative lawsuit against Guangzhou Aichi's request for the invalidation of the "POLO POLO CLUB" trademark, which was ultimately rejected by the court [1]. Group 2 - The case sparked widespread discussion on social media, focusing on the argument that "POLO" has become a common term in the clothing category and can be used as an everyday English word [2]. - An academic pointed out that while "POLO" is a dictionary term, its application in marketing and sales could lead to infringement if it causes consumers to associate it with Ralph Lauren [2]. - Legal experts noted that while the design of polo shirts may not be exclusive to any one company, the brand's design and logo are crucial for distinguishing it from other brands [2].

Group 1 - Ralph Lauren achieved a significant victory in the field of intellectual property rights in China, with the Beijing High Court confirming the "POLO" trademark as a well-known trademark in the category of clothing goods [2][3] - The case, which lasted for eight years and involved over 600 lawsuits, concluded with Ralph Lauren's final victory, reinforcing the recognition and protection of its trademark [2][3] - The Beijing High Court upheld the previous ruling by the Guangzhou Intellectual Property Court, reiterating that the existence and use of the contested trademark could mislead the public and harm Ralph Lauren's interests [3][4] Group 2 - The core controversy surrounding the "POLO" trademark involved its common usage in the clothing category, with discussions on whether it could be considered a generic term [3][4] - Legal experts emphasized that while "POLO" is a common English word, its application in marketing and sales could constitute trademark infringement if it leads consumers to associate it with Ralph Lauren [4]

Core Viewpoint - Ralph Lauren has achieved a significant victory in the field of intellectual property rights in China, with the Beijing High Court confirming the "POLO" trademark as a well-known trademark in the clothing category [1][2]. Group 1: Legal Proceedings - The trademark infringement case lasted for eight years and involved over 600 lawsuits, culminating in Ralph Lauren's final victory [2]. - The Beijing High Court upheld the previous ruling by the Guangzhou Intellectual Property Court, which recognized the "Ralph Lauren" trademark as a well-known trademark [2]. - The court reiterated that the existence and use of the disputed trademark could mislead the public and diminish the distinctiveness of the "POLO" trademark, harming Ralph Lauren's interests [2]. Group 2: Public and Expert Opinions - The term "POLO" is a common English word that translates to "polo," but its application in the market is crucial for trademark protection [3]. - An expert noted that while "POLO" as a term may not belong exclusively to any one company, Ralph Lauren's brand design and logo should be distinctly recognized to avoid infringement [3]. - The case has sparked widespread discussion on social media, particularly regarding the use of "POLO" as a generic term in the clothing category [2].