I recently received informed sources, operating world-renowned luxury goods. Men's wear Zegna's (Zegna) Concord Limited has recently issued 21 respondent notices through the Guangzhou intermediate court to prosecute Guangzhou Fuyin Trading Co., Ltd. and its stores throughout the country to infringe on Zegna's exclusive right to use registered trademarks, and request the court to order the defendants to stop trademark infringement. The amount of compensation is said to be as high as 100 million yuan, and relevant cases will be held next month.

It is understood that Zegna (Zegna) is the world's leading luxury men's wear brand in Italy, accounting for 30% of the world's men's clothing sales. Zegna ranks among the ten top fashion brands released by the World Luxury Association.

The ZSNOI (Jie Sheng) menswear operated by Guangzhou Fuyin Trading Co., Ltd. is a new fashion men's wear brand established in 2010. It coincides with the weakness of the traditional international luxury brand sales in China. Jenson men's clothing has been conquers by the light luxury marketing strategy, and has occupied a place in the high-end men's clothing market in just two years. It can be seen that although the two brands differ greatly in brand pricing, sales channels, consumer groups and market size, Zegna has regarded Jay as a direct competitor.

For a long time, our country is lagging behind in the aspect of intellectual property protection. With the rapid development of China's economy, China's own brand is also rising rapidly. It seems that the simple trademark war has become the most outpost of the game between Chinese and foreign enterprises. In contrast, foreign enterprises are more skilled in using intellectual property rights as a weapon to suppress competitors, especially those lacking in intellectual property protection.

Zegna and ZSNOI The trademark case also shows that in the face of the escalating competition environment, domestic enterprises urgently need to raise brand awareness and make trademarks become an important part of the whole brand strategy of enterprises, creating conditions for the brand to go abroad and to the world.