Generation of legendary spring mattress; ; How did Simmons lose because of the trademark problem?

When it comes to Simmons, we can all think of comfortable spring mattresses. In the early years, Simmons has always been synonymous with luxury goods in the eyes of China people, because of its high price, excellent quality and the stunt once enjoyed by the royal family, and it was also the first luxury goods of that era. After all, Hermes has just entered China, and its popularity has not broken this circle.

After 100 years of development, this well-known company has not yet become an enviable century-old shop, and even experienced seven bankruptcies, with its debt as high as 100 billion US dollars.

Among them, the great influence of China Shanzhai Store is also one of the reasons.

The following two trademarks are more like true and false Monkey King, which not only affects Simmons' market share, but also dilutes its brand influence.

▲ The left side is true.

But in fact, Simmons is not only synonymous with mattresses, but also the name of an American furniture owner-Zalmong. Simmons.

1870 In the post-war reconstruction stage, Zalmon Simmons opened his own factory in a county town in Wisconsin, mainly producing wooden insulators and cheese boxes.

A customer was unable to repay his debts due to poor management, so he gave a patent to Simmons to pay off his debts-this is the patent of wire mesh spring that later affected people's lives all over the world.

Since then, Zalmon Simmons has been deeply involved in the field of mattresses and made a generation of legends.

At first, he heard customers complain that the bed board was too hard to sleep. To this end, he thought of many ways, such as stuffing thick cotton into the mattress, but it didn't take long to compress it. Once at work, he saw a spring made of iron wire and was inspired. So, he invented a spring bed that was comfortable and not easy to collapse.

The first spring bed appeared in 1876. Later, Mr. Simmons established the brand of spring bed under his own name: Simmons Simmons.

With the patent and manufacturing technology of spring bed, Simmons became the largest spring bed manufacturer in the world in 1890.

All parties received rave reviews, and then Simmons mattress became an instant hit, and everyone praised his mattress for sleeping well.

Henry Ford, wife of American President Roosevelt, automobile magnate, inventor Edison, investment banker Morgan Belmont and playwright Bernard Shaw. At that time, celebrities from all walks of life around the world were users of Simmons. It is said that even Empress Dowager Cixi was a fan of Simmons.

At that time, Simmons was not just a piece of furniture, but a kind of "social currency", which became a symbol of aristocratic identity and status.

1925, in order to meet the mass demand in the market, Simmons introduced the first machine that can be mass-produced, which changed the manufacturing history of the spring bed. Before 100 years ago, Simmons could directly transport the mattress from the warehouse to the guest's home within 24 hours.

By 1929, the annual sales of Simmons mattresses reached 9 million beds, which almost dominated the American bedding market.

1935, Simmons was also very popular in China market, and once became synonymous with spring mattresses, especially advanced mattresses.

In 1960s, the performance of Simmons Company grew rapidly, and by 1970, it had become one of the top 500 multinational companies selected by Fortune magazine.

Considering the huge size of the mattress, the difficulty in turning over and the health of customers, in 2000, Simmons Company introduced a single-sided non-turning mattress, which was imitated by peers. In the 20 13 season, Simmons' income reached 8.7 billion yuan!

There is an old saying in the marketing field: third-rate companies make products, second-rate companies make brands, and first-class companies make categories. Simmons' ultimate spirit of making mattresses makes it a representative of a category.

I thought that Simmons would feel more secure in the hearts of users after becoming a representative of a certain category, but this is not the case.

True or false Simmons

There is a saying in China: Trees attract the wind; This sentence is changed to business: brand red is a cottage.

Earlier, Weibo's unannounced visit to the mattress video "American Simmons" also exposed Simmons' fake scam on the land of China.

The cause of the incident was that a netizen turned to the blogger who shot the video for help, saying that the Simmons mattress he bought for 8,000 yuan might be fake, and I hope he can investigate it. So, the blogger came to a Simmons store in a furniture monopoly market for an unannounced visit.

After entering the store, I saw a big Simmons trademark, and there was a very scary advertisement in the store: not all mattresses are called "Simmons".

In addition, it is also a high-end route in terms of price: a mattress costs 48,800 yuan, which makes people feel that it is absolutely genuine.

After listening to the introduction of the salesperson of this "American Simmons" store, the unannounced blogger made an inquiry on the trademark registration website in the United States and found that this is actually a trademark registered on 20 14, and the brand registrant is still from China.

Obviously, this so-called American Simmons is a fake.

However, the fake Simmons is far more than this one. At present, among the brands with the words "American Simmons" that can be found on the Internet in China, the names of registrants are all China names.

One of the addresses of Simmons in the United States on the official website is Chinese.

It's not terrible if it's only for the cottage products. The most terrible thing is that the cottage company has successfully registered a trademark with the words Simmons, so they dare to be fake and shoddy openly.

But in fact, this method is not uncommon in the business world.

In order to prevent others from malicious competition, many large companies and groups usually adopt a unified strategy: register all similar trademarks.

Alibaba trademark registered an "Ali family": Grandpa Ali, Grandma Ali, Aunt Ali, Uncle Ali, Aunt Ali, Uncle Ali and Baby Ali. ...

The hammer company also provided a nail for Luo Yonghao.

Xiaomi Company collects all kinds of rice: black rice, purple rice, orange rice, green rice ... and even registered rice noodles and popcorn.

The reason why these companies register so many similar trademarks is that they are good at catching business opportunities and loopholes and seizing every opportunity to blow themselves into genuine products.

They saw the great potential of these brands and directly gained the "brand premium" by virtue of the local cheap production system.

For example, Simmons began to advertise in Shenbao in the 1930s. The brand value accumulated in the world since 100 is immeasurable, but now these brand premiums are directly harvested by China cottage manufacturers. This can't help but make people wonder: How many families in China think they have bought their dream brand, but the result is knockoffs?

Nowadays, Simmons has fallen behind in the face of all kinds of cottage shops in the market.

Because of his failure to keep pace with the times, Simmons suffered a heavy blow in the business and capital circles. In the past 20 years, Simmons went bankrupt seven times and reorganized seven times, and now his debt is as high as $654.38 billion. The legendary Simmons of the previous generation was poisoned by the cottage machine many times, which not only directly harmed the rights and interests of consumers, but also made the whole industry face a "crisis of trust". For more trademark information, please visit Bajie Intellectual Property Trademark Transfer Network!