Supreme Is Revealed To Be The Back Of The Shanzhai, Which Reflects The Credit Of The Anchor Of Weiya'S Head

The co branded product of fashion brand supreme sold in the studio was exposed to be a fake. Later, weia responded with the way of "refund and no return" and formally apologized.

Even so, this "fire" still makes viya questioned. An e-commerce industry analyst said bluntly: "the matter of supreme has exposed the weakness of Viva, the national head anchor's team, in product selection and supply chain links."

More media asked: "super anchor" is not fragrant

Coincidentally, in 2018, Samsung announced at the press conference that it had reached a cooperation with supreme, but soon, Netizens found that Samsung was looking for a fake brand. As far away as the United States, "Zhengzhu" immediately issued a statement saying "supreme has not cooperated with Samsung".

Official "seal", Samsung encountered group ridicule, the media called it "dramatic plot" and "Samsung was slapped in the face".

It seems that after the incident, the "injured" are Shanzhai supreme and its partners, but in fact, the unbridled attack of the Shanzhai brand also makes supreme deeply impacted. If you carefully understand it, the whole process has the meaning of "Shanzhai teaching supreme to be a man".

This is the cruel story of the business world.

01

imbalance between supply and demand

First of all, Shanzhai is attracted to supreme because of its incomparable commercial value.

Last November, apparel and footwear giant Weaver bought supreme for $2.1 billion. This acquisition makes supreme the most expensive brand ever.

The reason why it is called "the most expensive trademark" is that, in the eyes of the layman, supreme's business model "seems to just print its familiar red and white logo on limited production T-shirts and sweatshirts, creating a sense of exclusivity.".

But obviously, it is not just a trademark that carries the commercial value of supreme.

In 1994, supreme was born in Manhattan, New York, USA. It was founded by James jebbia from England. At first, influenced by hiphop and skateboarding, he decided to open a fashion clothing store with skateboarding style as its main style.

The characteristic of this store is that it is not only a shopping place, but also a local skateboard cultural "stronghold" where people can chat, play and have parties together.

Thanks to the high frequency of offline parties, supreme gathers skateboarders to "blend and ferment with each other to form a unique skateboard culture" community. ". Gradually, supreme became the brand identity of New York street culture, especially skateboarding culture.

It is not difficult to see that at the beginning of the rise of supreme brand, the focus on a small group of skateboarders and street culture crowd has played a crucial role.

During this process, opinions from the crowd of skateboarders such as Jason dill appeared, which pushed this trend to break through the circle and move forward.

After that, supreme went out of the United States and was brought to London by the British fashion group GIMME5; He was praised by Japanese trend Godfather Hiroshi Fujiwara and other human resources, broke into the Japanese market, and was highly praised by Japanese popular idol yassuka Yoko. Subsequently, a large number of domestic Popular Idols openly wore supreme, and Chen Guanxi, Yu wenle and others incarnated as "walking billboards".

Thanks to popular idols, in the context of the increasingly developed Internet, its influence has further expanded. Supreme has successfully jumped out of the U.S. local market and upgraded to a global first-line Street brand.

On the one hand is the rapidly expanding brand influence, on the other hand is the rebellious market behavior.

Most of the shop assistants at Supreme are street skaters. Their service tenet is "love to buy or not to buy". They can't touch, try on, choose, take pictures and make noise. Each person can only buy one piece of each color.

In addition, all products of supreme are on sale within a limited time. They can only be ordered through the official website or queued up in physical stores. There is no dealer channel at all.

On the other hand, supreme is extremely strict with offline stores and will not open stores in cities where the trend culture is not mature. It is understood that there are only 13 stores in the world, which are located in New York, Los Angeles, Paris, London, Tokyo and Milan.

In recent years, luxury brands have been running around in China. So far, supreme doesn't have a physical store in China, not even an official online brand store.

The more you want to buy, the more you can't buy, the more you want to buy. The market space caused by the contradiction between supply and demand is filled by the "joint efforts" of buyers and Shanzhai brands.

In 2019, a set of data released by semrush, a market analysis company, shows that among the counterfeit brands on the Internet, the search volume is "fake supreme". In the previous two years, false supreme was the first.

In other words, many buyers are actively buying fake brands. "From shoes to accessories, whether it's casual brands or luxury brands, there's a huge desire for counterfeits," a semrush spokesman admits.

The key is that the data shows that 69% of people who have bought counterfeit products (whether they want to buy them or not) are very satisfied with the feedback of the products.

Because of this, the strong market demand derived from the alienation of supreme's supply and demand contradiction has been captured by Shanzhai brands. These brands continue to increase their weight and dig for gold, and some even become "giants" in the industry.

02

Fight for rights

Among the supreme Shanzhai brands, the strongest is supreme Italia. Samsung is "planted" in its hands.

In the eyes of many Italians, supreme can be called a "national brand", but the supreme they see is not founded by James jebia, but subordinate to the British company international brand firm and operated by the Italian camora group.

The true identity of KAMORA group is the famous Naples Mafia. You're right. The Mafia not only engage in illegal activities, but also engage in serious business, especially those that can make a lot of money.

When they found that supreme was popular in the United States, but they did not register a trademark in Italy, they registered supreme Italia and supreme span before the other party, and sold counterfeit products in the country.

As you know, KAMORA group also has brand awareness and has moved to the supreme logo, which has a larger area and looks more visual.

At the same time, they invited local Italian and other European designers, which means that the products produced by the Shanzhai brand are likely to be produced by the same designer as the famous brands such as LV, Hermes and Prada.

Design and quality can be played, plus the price advantage that genuine supreme does not have, supreme Italia is favored by a large number of buyers.

The formula of supreme Italia, known as legal fakes, is explained in Wikipedia that in another country, third-party companies register before the original brand, or imitate trademark registration.

According to Shen Shuaibo, a financial writer, "legal Shanzhai" is a business model of "no adultery, no business". The ultimate goal of copying the original brand and products is to create a new business parallel to the original brand and make itself a real brand.

How aggressive is it? Supreme Italia is not only worn by American NBA star Wade and Chinese actress Jingtian, but also goes out of Italy and goes to the world.

In 2019, the first shop of supreme in the golden section of middle Huaihai Road in Shanghai will be full of people. All the fashionable men and women will come for supreme. But if you look carefully, you will find that "Italian brand" is marked on the small metal sign on the side of the store.

Fans of supreme couldn't look down on the original copy of the fake brand, so they "graffiti" on the white curtain at the door of the store to protest. However, supreme didn't make a big fight. Instead, some employees said that they would consider making anti-counterfeiting graffiti into T-shirt printing.

The news of supreme Italia is growing. New retail business reviews believe that it has something to do with supreme's "connivance".

When Shanzhai first rose, supreme didn't pay much attention to it. Until the brand value and product scarcity that it focused on were plundered by the widespread Shanzhai crazily, it had to protect its rights.

In 2016, supreme took supreme Italia to court in Milan and won the case. In the court's final judgment, supreme Italia was judged to be unfair competition, about 120000 counterfeit goods were once seized by the court, and 5500 euros were also symbolically compensated, and the official website of the brand was shut down.

When many people thought that the KAMORA group would collapse, supreme Italia was overturned in another lawsuit.

According to the court of trani, supreme Italia and supreme span are not confused with supreme, and "there is not enough similarity between the actual external products", and supreme was ruled to lose the lawsuit.

Although the "fight for rights" is hard, supreme still has to seek legal protection.

Taking the Chinese market as an example, two registered trademarks of supreme Italia were revoked by the China Trademark Office after supreme launched legal action.

In May 2020, supreme successfully registered its trademark in China, and really regained its reputation and legal reputation in the Chinese market from the copycat brand.

The new retail business review looked at the public comments and found that the Shanzhai supreme store on middle Huaihai Road in Shanghai has been "closed".

Last month, supreme opened its stores in the Milan area, causing widespread concern. This is supreme's 13th store in the world. It also specially plans an Italian limited product. With the theme of "the last supper" in the oil painting of the Republic of China, it is interpreted as "delivering the oath of declaring war on Shanzhai".

Although some achievements have been made in safeguarding rights, supreme is not the only brand in Shanzhai. The "Last Supper" should be reflected in reality. Supreme obviously needs to run faster and do more.

03

China suspense

At a recent investor meeting, Weaver revealed that supreme is likely to enter the Chinese market in 2022 or 2023.

"There's a lot of work involved in integrating the supreme team into Weaver's Asian platform, including understanding the business model and how to leverage our expertise in the region, especially in China," said Steve Rendle, President of weaver

These tasks need a lot of time. So he simply said, "you can't see anything this year, and the work will be finished next year or the year after."

Don't think the Asia Pacific market is unimportant to Weaver. On the contrary, the report of weaver's financial year 2020 / 21 shows that the Asia Pacific region is the regional market for the whole group to achieve annual growth, with annual business growth of 13%, and the Greater China region with a year-on-year growth rate of 24%, is the regional market of weaver's annual growth.

The performance of Greater China is so eye-catching, but supreme still maintains a consistent cautious attitude towards entering the Chinese market.

There is no doubt that this slow pace of the market will still be fully utilized by Shanzhai brands.

A new review of retail business searched for Gode map and found that there are supreme Shanzhai stores only in Zhejiang, Hangzhou, Ningbo, Shaoxing, Jinhua and other cities.

China's Shanzhai stores are blooming everywhere, swallowing the brand image and brand value of supreme. Previously, the Internet power that supreme uses to open up the international market has also undergone unexpected changes in China.

In many short videos, the "tide flavor" of supreme is no longer the same. Videos such as the dancing of a woman and the giggle of a tramp are marked with the logo of supreme, which is full of earthy flavor with powerful divine music. Actor Wang Yuan's use of "Liu Neng supreme" mobile phone case at his birthday party has aroused heated discussion among netizens... All these may not be what Supreme would like to see.

The change of supreme itself should not be ignored.

In recent years, in the eyes of people who love fashion culture, supreme's "supreme" status has begun to shake.

According to the media on a supreme community app called "sup comm", more than 80% of the consumers of some styles of supreme do not like them recently.

Xiao Li, a fashion culture enthusiast, told the media: "in the past, I felt that supreme was a God and nothing would go out of business. Within one minute of online sale, all clothes and accessories would be sold out, but now the secondary market price of some styles of supreme has even begun to be lower than the original price."

The internal and external factors are superimposed, and a dark current is surging.

Even so, there are still many people who are optimistic about supreme.

Zhang Peiying, an expert in fashion field, said: "on the whole, supreme has great development space in China, because the brand's new generation consumption base still exists. However, in terms of product innovation and R & D, it still needs to make adjustments. In view of China's market development, it needs to take into account multi-dimensional consumer groups. "

When to open a store in China, and whether it can meet the challenges of the Chinese market and set a benchmark for zhanshanzhai, is the suspense of supreme's development in the next few years.