Home Textile Industry Focuses On Combating Network Infringement

Recently, the first home textile industry anti unfair competition statement will be held in Beijing.

At the meeting, a home textile giant as a listed company

Famous brands encounter Internet Infringement

Websites that use search engines to deceive and deceive consumers are called "Li Gui". They are commonly seen in IT, medicine, air traffic and other industries.

Although "Li Gui" often appears on the Internet, it is not common in home textile industry, and even appears to be "fashionable", which is directly related to the time of "touching the net" of home textile enterprises.

The construction and application time of home textile enterprises to network marketing platform is not long. The construction of the formal network marketing platform in the industry basically started in 2009.

For this new marketing model, many domestic textile enterprises seem to have some lack of experience, not to talk about the protection and prevention of their own rights and interests.

In the meantime, the advanced enterprises have grasped this characteristic and tried to occupy the "time, place and land".

According to the information disclosed at the meeting, the home textile industry is affected by the "steal chain" of a home textile network, including Shanghai's Kasen, Fang Fang Ting, Eddie Monto, Hunan's Meng Jie, Shandong's poetry family, Jiangsu's grand home textiles, Meng Lan and many other well-known home textile enterprises.

Fuanna

15 years ago, Fu Anna was settled in Shenzhen as a home decoration company. Now fuanna home textile has become a leading brand in the home textile industry.

Relying on its strong brand appeal, fuanna set up 1200 sales outlets nationwide and became a strategic partner with the ten major commercial systems in China.

And has won a series of honorary titles such as China's famous brand and China's top 500 brands.

Some enterprises are looking at the brand influence of fuanna, so they take the way of "stealing chains" on the Internet and get improper benefits.

Although this behavior has seriously damaged the interests of many home textile enterprises, some home textile enterprises "know something later" and do not know how to resist such improper behavior.

Bad behavior is driven by interests.

In 2008, the financial crisis brought great impact to China's home textile industry, but also let domestic textile enterprises begin to attach importance to the construction of network platform.

After the cold winter of 2008, along with the economic recovery, the home textile industry began to lay out its own network marketing platform, and a home textile enterprise is one of the earliest home textile enterprises that set up an independent network marketing company.

According to statistics, the network sales volume of the company in 2009 was around 20 million yuan, compared with only a few million investment, the revenue has been "considerable".

As the "pioneer" of home textile industry network marketing, the enterprise may have been an example of the industry. Unfortunately, driven by interests, they have extended their tentacles to the "brothers" who are the same as home textile enterprises.

When these well-known home textile enterprises began to carry out network marketing, they suddenly discovered that the home textile enterprises had already taken advantage of these famous brands by hijacking technology of search engine keywords through bad means.

But consumers can not be kept in the dark forever, and the "hijacked" home textile enterprises can not remain silent forever.

This short-term interest drive is doomed to be difficult to sustain, and it will bring long-term negative effects to enterprises.

Jointly resist the maintenance of industry development

Wu Bing, Deputy Secretary General of the Shenzhen Textile Industry Association, said that as a trade association, he strongly opposed this behavior.

For the sake of their own market position and share, the consumer at the expense of the interests of the enterprise, at the expense of other enterprises in the interests of other industries, the use of other brand names to promote their e-commerce website, through unfair links affect other enterprises, not only directly cause economic losses, but also has a huge negative impact on the brand.

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The unfair competition of the network not only damages the interests of individual enterprises, but also directly damages the interests of consumers. The most important thing is that the overflow of such behavior will directly affect the healthy development of the whole industry.

Under such circumstances, calling for the whole industry to work together to maintain a healthy competitive environment has become the voice of most home textile enterprises, and the involvement and lead of the textile association is also "duty bound".

It is for this reason that the Shenzhen Textile Association has chosen to come forward.

Of course, the Shenzhen Textile Association has never stopped its unfair competition.

As early as 2006, in view of the frequent occurrence of unfair competition among enterprises in the home textile industry, such as mutual excavation of talents and plagiarism, to promote sustained, stable and healthy development of Shenzhen's home textile industry and to prevent unfair competition, 12 textile enterprises jointly launched the industry self-discipline initiative by the Shenzhen textile Association.

This industry self-discipline proposal was answered by 12 enterprises, including "fuanna", "Ya Fang Ting" and "Ya Lan", and reached 4 points: first, we should start from the enterprise and establish a high sense of social responsibility; two, we must consciously maintain the ecological environment of the industry and establish the concept of sustainable development.

Enterprises do not adopt unfair competition means; three, we should promote exchanges and cooperation and promote common development; four, we must establish a good image of the industry and create "Shenzhen home textiles" regional brand.

With the joint efforts of all of us, the home textile industry of Shenzhen has developed rapidly in recent years.

At the end of 2009, fuanna worked as an outstanding representative of Shenzhen textile enterprises, and successfully completed the listing of financing.

Wu Bing stressed that the necessary competition between the industries is needed. But if we only stay in the unfair competition of the industry, the home textile industry is also difficult to achieve long-term high-speed development, and the industry cake will only become smaller and smaller. This is a problem that can not be ignored.

For the unfair competition behavior, the whole home textile industry should always ring the alarm bell, and can not let this undesirable phenomenon impede the development of the whole industry.