Every year, Shishi industrial and commercial departments will carry out special actions to crack down on infringing intellectual property rights and counterfeiting counterfeit and shoddy enterprises, so that many counterfeit shoes and garments are "showing their original shape". Because of the existence of false Li Kui, the protection of intellectual property rights has attracted more and more attention. Shoes and clothing The protection of brand intellectual property rights is becoming more and more important.

Coca-Cola's president once said, "even if a fire breaks out, Coca-Cola will burn the world's factories to the ground. Coca-Cola's brand can make Coca-Cola reborn soon." But a basic premise of this is that Coca-Cola has applied. intellectual property right Protection, Coca-Cola's trademark only they have exclusive rights. This involves the protection of intellectual property rights.

Shishi is a city with a more complete textile and garment industrial chain. With the development of economic globalization, industrial structure has been strengthened. adjustment Faster and more competitive. Among them, the possession, allocation, production and application of knowledge resources have become a sharp weapon for big enterprises to compete with each other, creating huge economic benefits through knowledge products, technology and other advantages, so as to stabilize the advantageous position of enterprises in the market industry. Intellectual property has become an intangible asset of enterprises, and its status and role are becoming increasingly prominent in the development. Therefore, shoes and clothing enterprises must attach importance to the protection of knowledge achievements, so as to safeguard their legitimate rights and interests and prevent their competitors from malicious infringement.

According to the author's observation, from the domestic market, "Li Gui" is rampant, so that consumers can not guard against it, but also let enterprises suffer huge losses. Moreover, domestic famous brands are being sped up by malicious spying overseas, resulting in the obstruction of Chinese enterprises' "going global" strategy. Therefore, from the shoe and clothing industry, the brand and trademark have been registered frequently. Apart from the problems of system and standard, the weak sense of intellectual property protection of shoes and clothing enterprises is also an important reason. The importance of intellectual property protection is obvious to all. If shoe companies want to achieve rapid development in market competition, they must strengthen this awareness, protect intellectual property rights and maintain brand interests.