{"id":9004111222137728,"date":"2020-07-04T14:30:21","date_gmt":"2020-07-04T13:30:21","guid":{"rendered":"https:\/\/www.hgf.com\/?p=9004111222137728"},"modified":"2025-11-13T20:13:04","modified_gmt":"2025-11-13T20:13:04","slug":"long-chemin-en-chine","status":"publish","type":"post","link":"https:\/\/www.hgf.com\/fr\/centre-de-connaissances\/articles\/long-chemin-en-chine\/","title":{"rendered":"Long chemin en Chine"},"content":{"rendered":"

Succ\u00e8s pour New Balance et 1,5 million de dollars. Le logo N est synonyme des chaussures de course New Balance et est pratiquement instantan\u00e9ment reconnu par les consommateurs du monde entier et a un attrait de masse \u00e0 travers les g\u00e9n\u00e9rations. <\/p>\n

New Balance Athletics a demand\u00e9 l’enregistrement du logo NB aux \u00c9tats-Unis dans les ann\u00e9es 1970 et a d\u00e9pos\u00e9 en Chine en 2003 et a obtenu une protection d’enregistrement chinoise en 2005. Il a cependant fallu 15 ans \u00e0 New Balance Athletics, Inc pour convaincre la Haute Cour de P\u00e9kin que le logo N devrait \u00eatre class\u00e9 comme une d\u00e9coration de produit c\u00e9l\u00e8bre en Chine. Comme les lecteurs le savent, ceci n’est pas inhabituel pour la Chine \u00e9tant donn\u00e9 les diverses s\u00e9ries d’appels et le temps qu’il faut pour que les affaires soient tranch\u00e9es. <\/p>\n

Cette saga de longue dur\u00e9e entre New Balance et New Barlun (China) Co Ltd est en cours depuis 2004, lorsque la demande chinoise originale a \u00e9t\u00e9 d\u00e9pos\u00e9e par New Barlun ; ce n’est qu’un des rares combats que New Balance a eus avec les entreprises chinoises de chaussures. Cette affaire a fait l’objet d’une opposition mais a finalement \u00e9t\u00e9 enregistr\u00e9e en 2011. New Balance a ensuite d\u00e9pos\u00e9 une action en invalidation en 2014 pour faire annuler l’enregistrement et ceci a fait l’objet de deux proc\u00e8s avec la Cour de la PI et la Haute Cour de P\u00e9kin. Les r\u00e9clamations \u00e9mises par New Balance comprenaient l’attaque de l’entreprise chinoise pour \u00eatre un contrefacteur et d\u00e9tourner le logo N et ainsi s’engager dans une concurrence d\u00e9loyale qui a substantiellement endommag\u00e9 la r\u00e9putation de la marque New Balance et son offre en tant que fournisseur de chaussures de haute qualit\u00e9. <\/p>\n

Le point int\u00e9ressant de cette affaire n’est pas la chronologie prolong\u00e9e mais comment New Balance a finalement r\u00e9ussi et pourquoi les d\u00e9taillants ne doivent pas abandonner en Chine. Le verdict a \u00e9tabli trois conditions qui doivent \u00eatre remplies lors de la d\u00e9termination qu’une marque de commerce entre en conflit avec une \u00ab d\u00e9coration de produit \u00bb ant\u00e9rieure enregistr\u00e9e en Chine, celles-ci sont : <\/p>\n

    \n
  1. Le produit a obtenu une certaine r\u00e9putation avant le d\u00e9p\u00f4t de la demande de marque de commerce ult\u00e9rieure ;<\/li>\n
  2. La d\u00e9coration du produit est distinctive, pour fonctionner comme un identifiant de source des marchandises ; et<\/li>\n
  3. La d\u00e9coration du produit est identique ou similaire \u00e0 la marque de commerce ult\u00e9rieure.<\/li>\n<\/ol>\n

    La cour a statu\u00e9 que le logo N sert effectivement d’identifiant d’origine et ils ont vaincu la d\u00e9fense de New Barlun qui s’appuyait sur le fait d’avoir un enregistrement chinois en place. Il a \u00e9t\u00e9 statu\u00e9 que le logo \u00ab N \u00bb de New Barlun contrevient au principe de \u00ab bonne foi \u00bb et porte atteinte \u00e0 un enregistrement d\u00e9j\u00e0 existant qui cause de la confusion entre les deux marques. <\/p>\n

    En ce qui concerne l’assertion de concurrence d\u00e9loyale men\u00e9e par New Balance, la cour a examin\u00e9 les preuves d’utilisation faites par New Balance et a trouv\u00e9 qu’elle avait une p\u00e9n\u00e9tration r\u00e9p\u00e9t\u00e9e du march\u00e9 chinois et que le public associerait le N \u00e0 l’entreprise New Balance. Ceci a men\u00e9 la cour \u00e0 la d\u00e9cision que le logo N avait atteint un statut plus \u00e9lev\u00e9 comme \u00e9nonc\u00e9 ci-dessus et ainsi ils pouvaient tirer avantage de la protection sous la Loi chinoise sur la concurrence d\u00e9loyale. <\/p>\n

    Ce jugement montre qu’il vaut la peine d’intenter une action en justice en Chine, surtout si vous pouvez montrer une utilisation persistante en Chine pour votre marque et qu’elle a une reconnaissance aupr\u00e8s du consommateur. L’affaire montre aussi que la cour chinoise a quelques dents (bien que pas encore aiguis\u00e9es) car ils ont accord\u00e9 \u00e0 New Balance 1,5 million de dollars en dommages-int\u00e9r\u00eats pour couvrir aussi les co\u00fbts l\u00e9gaux et la cour a aussi fait que New Barlun \u00e9mette une clarification publique sur les marques. New Balance cherchait plus de 4 millions de dollars et sans doute l’affaire a co\u00fbt\u00e9 plus \u00e0 mener au fil des ann\u00e9es qu’ils n’ont \u00e9t\u00e9 r\u00e9compens\u00e9s mais prendre position est crucial et avoir un historique r\u00e9p\u00e9titif d’actions. Ceci laisse se demander que cette bataille longue aurait pu \u00eatre \u00e9vit\u00e9e si l’opposition avait \u00e9t\u00e9 trouv\u00e9e correctement en premier lieu cependant et \u00e9tant donn\u00e9 le nombre de ventes que New Barlun a faites en Chine. <\/p>\n

    Mais comme toujours, la le\u00e7on \u00e0 retenir pour les d\u00e9taillants est l’importance d’enregistrer les marques en Chine t\u00f4t, y compris le droit d’auteur si appropri\u00e9, et de garder d’excellents registres de ventes et de donn\u00e9es. HGF a r\u00e9cemment eu du succ\u00e8s devant les cours chinoises. Parall\u00e8lement \u00e0 avoir un enregistrement en place, vous devez prouver la reconnaissance de marque et la p\u00e9n\u00e9tration du march\u00e9 chinois. Sans ces deux choses, les actions sont peu susceptibles de r\u00e9ussir, et on doit aussi avoir de la patience et \u00eatre pr\u00eat \u00e0 mener diverses r\u00e9clamations en m\u00eame temps. <\/p>\n

    Par Rebecca Field – Rebecca est directrice des marques de commerce dans le groupe sp\u00e9cialis\u00e9 en marques de commerce de HGF. Elle a rejoint HGF en septembre 2009 et s’est qualifi\u00e9e par examen en novembre 2010. <\/p>\n","protected":false},"excerpt":{"rendered":"

    Succ\u00e8s pour New Balance et 1,5 million de dollars. Le logo N est synonyme des chaussures de course New Balance et est pratiquement instantan\u00e9ment reconnu par les consommateurs du monde …<\/p>\n","protected":false},"author":315,"featured_media":9004111222137730,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[536,517],"tags":[],"class_list":["post-9004111222137728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-centre-de-connaissances","sector-commerce-de-detail"],"acf":[],"yoast_head":"\nLong chemin en Chine - HGF<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hgf.com\/fr\/centre-de-connaissances\/articles\/long-chemin-en-chine\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Long chemin en Chine\" \/>\n<meta property=\"og:description\" content=\"Succ\u00e8s pour New Balance et 1,5 million de dollars. 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