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].

至此， 这场长达八年、打了600余场官司的商标侵权案终于随着拉夫劳伦的终审胜诉而落幕 。 北京高院此次作出的终审判决延续了2021年广州知识产权法院对"RalphLauren"商标进行"驰 名商标"认定，就已经体现出的对于拉夫劳伦旗下商标知名度的认可及保护倾向。 此前，北京知识产权法院已就此案作出一审判决， 先行认定"POLO"商标依法构成"驰名商 标"，判决拉夫劳伦胜诉 。被告国家知识产权局及第三人广州爱驰公司均不服一审判决，上诉 至北京高院。在终审判决中，北京高院维持了北京知识产权法院所作认定，重申了"POLO"商 标已构成驰名商标之事实，并认定诉争商标的存在与使用可能将误导相关公众，减弱、淡 化"POLO"商标的显著性，损害拉夫劳伦公司的利益。 去年12月，该案曾在社交媒体上引起广泛讨论，核心争议在于"POLO"当前已成为服装品类， 且可以作为英文实词进行日常使用。 记者丨 高江虹 编辑丨高梦阳 9月26日，拉夫劳伦公司宣布 在中国知识产权维权领域取得里程碑式胜利 。 近日，北京市高级人民法院（以下简称"北京高院"）对拉夫劳伦就广州爱驰公司旗下"POLO POLO CLUB" 商 标 无 效 宣 告 请 ...

（原标题：终审判决！拉夫劳伦的八年"POLO"之争落幕） 21世纪经济报道记者 高江虹 实习生 陈晓冉 9月26日，拉夫劳伦公司宣布在中国知识产权维权领域取得里程碑式胜利。 北京高院此次作出的终审判决延续了2021年广州知识产权法院对"RalphLauren"商标进行"驰名商标"认 定，就已经体现出的对于拉夫劳伦旗下商标知名度的认可及保护倾向。 此前，北京知识产权法院已就此案作出一审判决，先行认定"POLO"商标依法构成"驰名商标"，判决拉 夫劳伦胜诉。被告国家知识产权局及第三人广州爱驰公司均不服一审判决，上诉至北京高院。在终审判 决中，北京高院维持了北京知识产权法院所作认定，重申了"POLO"商标已构成驰名商标之事实，并认 定诉争商标的存在与使用可能将误导相关公众，减弱、淡化"POLO"商标的显著性，损害拉夫劳伦公司 的利益。 去年12月，该案曾在社交媒体上引起广泛讨论，核心争议在于"POLO"当前已成为服装品类，且可以作 为英文实词进行日常使用。 对此，西交利物浦大学教授郭剑光曾指出，POLO一词翻译本为马球，是个字典里查到的普通英文名 词，但是其如何应用是重点。如果只是用于普通书写，就不包括在知识产权法 ...

Core Viewpoint - The brand Biemlfdlkk, known for its high-end positioning and targeting high-net-worth middle-aged men, faces challenges as it experiences its first decline in net profit since its listing, despite previous strong performance in revenue and profit margins [3][15][31]. Group 1: Brand Positioning and Market Strategy - Biemlfdlkk has successfully captured a niche market among high-income middle-aged men, particularly golf enthusiasts, by combining sports elements with fashion and social contexts [4][8]. - The brand's logo and name create a perception of being a European luxury brand, appealing to the identity concerns of its target demographic [4][10]. - The company has strategically placed its stores in high-net-worth areas such as airports and high-speed rail stations, with product pricing set to meet the expectations of middle-class and above business men [7][10]. Group 2: Financial Performance - In 2023, Biemlfdlkk reported revenue of 35.36 billion yuan, a year-on-year increase of 22.58%, with a gross margin of 79.08% in its apparel category [2][12]. - However, the company faced a decline in net profit in 2024, with a reported 14.28% decrease to 7.8 billion yuan, despite revenue growth to 40 billion yuan [15][31]. - The increase in sales expenses, particularly in advertising, has contributed to the profit decline, with sales expenses reaching 16.13 billion yuan in 2024, a 22.96% increase [16][31]. Group 3: Market Challenges and Competition - The overall apparel market in China has slowed, with a mere 0.1% increase in retail sales for clothing in 2024, impacting Biemlfdlkk's performance [23]. - Increased competition from both domestic and international brands in the high-end sportswear market has emerged, with brands like FILA and Descente entering the golf apparel segment [24][25]. - Biemlfdlkk's pricing strategy is no longer a significant advantage, as competitors offer similar products at comparable prices [26]. Group 4: Brand Evolution and Future Direction - The company is attempting to appeal to younger consumers by changing its logo and engaging younger brand ambassadors, but initial sales results indicate limited success [18][21]. - Biemlfdlkk has pursued a multi-brand strategy by acquiring international luxury brands, but these efforts have not yet translated into significant growth [27][30]. - The brand faces a dilemma in balancing its established identity with the need to attract a new generation of consumers who prioritize design and quality over traditional luxury markers [31][32].

Core Viewpoint - The article highlights the success of a small business owner in Changshu, who has built a profitable export business by acting as an intermediary, purchasing low-cost clothing and selling it overseas, leveraging a digital platform for streamlined operations [1][4][11]. Group 1: Business Model - The business model involves purchasing clothing at low prices (e.g., T-shirts at 4.8 yuan) and selling them at a markup (e.g., 7.5 yuan), focusing on high volume sales to achieve significant annual revenue (approximately 10 million yuan) [7][8]. - The owner, Chen Yue, operates without production, instead sourcing inventory from suppliers in Indonesia and selling to clients in the Philippines, demonstrating a low-overhead approach to international trade [5][7]. Group 2: Digital Platform Utilization - The "Shicaitong" platform, launched in 2019, provides a comprehensive service for small and micro enterprises, facilitating various aspects of international trade such as customs clearance, logistics, and payment processing [8][11]. - This platform has enabled over 40,000 small and micro foreign trade entities to export goods to 177 countries, with a cumulative export value exceeding 90 billion yuan, showcasing its effectiveness in simplifying cross-border trade [11]. Group 3: Market Challenges and Adaptations - The article notes that the business environment has become more challenging, with previous clients generating higher sales volumes, indicating a shift in market dynamics [7]. - Despite these challenges, the use of the "Shicaitong" platform has allowed businesses like Chen's to operate more securely and legally, addressing issues related to compliance and payment risks in international transactions [9][11].

Core Viewpoint - The article highlights the success of a small business owner, Chen Yue, who operates as a middleman in the clothing export industry, leveraging a digital platform to streamline operations and increase profitability without engaging in production [1][3][8]. Group 1: Business Model - Chen Yue's business model involves purchasing clothing at low prices (e.g., T-shirts at 4.8 yuan) and selling them at a markup (7.5 yuan), focusing on high volume sales to achieve significant annual revenue [1][4]. - The business primarily exports to Southeast Asia and the United States, with annual sales reaching approximately 10 million yuan and a profit margin of around 15% [4]. Group 2: Operational Efficiency - The use of the "Shicaitong" platform since 2019 has allowed Chen Yue to manage logistics, customs, and payment processes efficiently, reducing the complexity and risks associated with traditional export methods [8][9]. - The platform provides a one-stop service that connects various regulatory bodies, facilitating compliance and reducing costs for small and micro enterprises [9]. Group 3: Market Trends - The article notes a decline in business performance compared to previous years, indicating a challenging market environment for small exporters [5]. - Despite the challenges, the digital platform has enabled many small businesses to engage in compliant cross-border trade, addressing issues related to invoicing and payment security [7][9]. Group 4: Platform Impact - The "Shicaitong" platform has served over 40,000 small and micro foreign trade entities, helping them export goods to 177 countries and regions, with a cumulative export value exceeding 90 billion yuan [9]. - The platform charges a fee of 0.6% on sales, making it a cost-effective solution for small businesses to access international markets [9].

Core Insights - The article highlights the success of a businessman in Changshu, who generates an annual income of 10 million yuan by purchasing and reselling low-cost T-shirts to overseas clients, particularly in the Philippines [1][6]. Group 1: Business Model - The businessman, Chen Yue, operates as a middleman in foreign trade, focusing on wholesale and some retail, without engaging in production [4]. - He sources T-shirts from Indonesia at a price of 4.8 yuan each and sells them for 7.5 yuan, earning a profit of 2.7 yuan per shirt through high volume sales [1][6]. - The T-shirts are sold to clients in the Philippines, who then retail them at approximately 30 yuan each [6]. Group 2: Export Process - Chen's goods are shipped to the Philippines within four days, and they are available for sale within a week [2]. - The logistics, including customs clearance and tax reporting, are managed by the "Shicaitong" platform, allowing Chen to focus on sales [2][10]. Group 3: Market Trends - The article notes a decline in business compared to previous years, with Chen mentioning that he used to have a Hong Kong client generating several tens of millions annually [7]. - Chen's domestic sales also contribute significantly, with an estimated revenue of 3 to 4 million yuan, supplemented by live-streaming sales on platforms like Douyin [8]. Group 4: Platform Benefits - The "Shicaitong" platform, launched in 2019, provides a comprehensive service for small and micro enterprises, facilitating compliance in cross-border trade [10][11]. - The platform has served over 40,000 small and micro foreign trade entities, helping them export goods to 177 countries and regions, with a cumulative export value exceeding 90 billion yuan [12].

Core Viewpoint - The article emphasizes the importance of choosing the right summer clothing for men, particularly highlighting the benefits of linen shirts over traditional options like polo shirts and cotton t-shirts, which can be uncomfortable in hot weather [1][3][5]. Group 1: Product Features - The recommended product is a linen shirt made from a blend of cotton, Tencel, and linen, which combines softness, smoothness, and coolness for a comfortable wearing experience [9][39]. - Linen is highlighted as a premium fabric that has been valued since the Middle Ages, symbolizing wealth and power, and remains popular in high-end fashion today [12][14]. - The shirt is designed with a relaxed fit and structured tailoring, providing a balance between comfort and style, making it suitable for both casual and business settings [23][102]. Group 2: Fabric Benefits - Linen has superior moisture-wicking and breathability properties, allowing for quick heat dissipation and keeping the wearer cool and dry, especially in humid conditions [21][43][54]. - The shirt's unique blend of materials results in a soft, smooth texture that is gentle on the skin, avoiding the roughness often associated with pure linen [72][78]. - The fabric's natural properties help inhibit bacterial growth and reduce odor, ensuring freshness even after prolonged wear [65]. Group 3: Pricing and Availability - The shirt is offered at a promotional price of 99 yuan, significantly lower than typical market prices for similar linen shirts, which can range from 200 to 300 yuan [31][33]. - Limited stock is available, with only 200 units for sale, indicating a sense of urgency for potential buyers [33][110]. - The product is available in two colors, blue and gray, catering to a variety of personal styles and preferences [35][105].

Core Viewpoint - Anta Sports reported a record high revenue of 38.54 billion yuan for the first half of 2025, marking a 14.3% year-on-year increase, alongside a net profit of 7.03 billion yuan, which is a 14.5% growth compared to the previous year [1][3]. Group 1: Financial Performance - The company achieved a revenue of 38.54 billion yuan in the first half of 2025, representing a 14.3% increase year-on-year [1]. - The net profit for the same period was 7.03 billion yuan, showing a 14.5% growth compared to the previous year [1]. Group 2: Brand Performance - FILA - FILA achieved a revenue of 14.18 billion yuan in the first half of 2025, with a year-on-year growth of 8.6% [3]. - The brand is focusing on a high-end strategy and has shown resilience in growth, particularly in the golf and tennis sectors [3][4]. - FILA is enhancing its brand image with the "ONE FILA" initiative and has maintained the top position in fashion perception within the industry [3]. Group 3: Product and Innovation - FILA launched the OPTIMA-SHELL technology for its new breathable shell jacket, catering to urban outdoor wear needs [4]. - The brand is expanding its product offerings with innovative items like POLO shirts, down jackets, and elite running shoes [3][4]. Group 4: Retail Strategy - FILA is accelerating the upgrade of its retail channels and services, with a 30% coverage of its new V6 store image in the first half of 2025 [3][4]. - The brand is focusing on creating stores that cater to specific consumer segments and enhancing the shopping experience [5].

Core Viewpoint - The Chinese footwear and apparel industry is experiencing a "K-shaped" differentiation in the first half of 2025, with traditional categories like men's and casual wear seeing only a 3.1% year-on-year increase in retail sales, while the sportswear segment is growing at 15%, nearing a market size of 500 billion yuan, indicating a shift in consumer demand towards specialized and functional products [2][8]. Group 1: Industry Trends - The differentiation in the footwear and apparel market is a result of the transition from "inclusive expansion" to "structural necessity" as the market matures, with consumers cutting back on non-essential clothing while willing to pay a premium for professional sports gear [2][9]. - The performance of FILA, a brand under Anta Group, reflects this trend, achieving a record revenue of 14.18 billion yuan in the first half of 2025, marking an 8.6% year-on-year growth, showcasing resilience and adaptability in a challenging market [2][4]. Group 2: FILA's Performance and Strategy - FILA maintained a stable operating profit margin of 27.7%, outperforming other mainstream brands, driven by strong growth in its tennis and golf segments and effective channel reforms [4][8]. - The brand's strategy includes a focus on high-end sports fashion, targeting middle-class consumers, and enhancing brand recognition through integrated marketing campaigns [4][8]. - FILA's innovative product strategies, such as the introduction of the OPTIMA-SHELL technology in its products, demonstrate a commitment to quality and functionality, appealing to urban elite consumers [11][16]. Group 3: Marketing and Community Engagement - FILA has actively engaged in sponsorships and community events in the golf sector, enhancing its influence and professional image [5][13]. - The brand's channel innovations, including the opening of specialized retail spaces and leveraging e-commerce platforms, have contributed to its growth and market penetration [7][14]. Group 4: Future Outlook - The ongoing differentiation in the industry presents both challenges and opportunities, with brands needing to balance maintaining their core positioning while exploring new growth avenues [17]. - The potential for high-end sports fashion remains strong, particularly in niche markets like tennis and golf, positioning FILA as a potential leader in this segment [17].