On June 26th, Li Chao, Deputy Director of the Policy Research Office of the National Development and Reform Commission, responded to the recent launch of the Jiangsu City Football League (hereinafter referred to as "Su Chao") at a press conference, stating that "Su Chao" reflects the high enthusiasm and demand of the masses for diversified and mass sports events and physical fitness; On the other hand, it also demonstrates the enormous potential for the development of related industries such as sports events and cultural tourism in China. The reporter's investigation found that with the popularity of "Su Chao", peripheral products have also started to sell well, but currently third-party merchants are still the main designers and sellers. Among them, some third-party merchants directly promote "Jiangsu City Football League" and "Jiangsu Super League" to sell related products, which is suspected of trademark infringement and unfair competition. Industry insiders pointed out that "Su Chao" needs to strengthen its defensive layout in intellectual property. To unleash the economic value of the surrounding areas of the 'Su Chao' to a greater extent, it is necessary to make multidimensional breakthroughs in intellectual property protection, business model innovation, industrial chain integration, and deep exploration of IP. Most of the products come from third-party merchants. This Saturday (June 28th) and Sunday (June 29th), "Su Chao" is about to enter its fifth round of competition. Taking the highly anticipated Nantong team vs Suqian team as an example, the first round of ticket sales had 220000 pre booked ticket buyers, and the actual number of ticket buyers reached 649000, far exceeding the supply of tickets. With the popularity of "Su Chao", not only are tickets difficult to obtain, but related cultural and creative peripheral products are also experiencing explosive sales. Taking the "Nan Ge" canvas bag as an example, the original seller of this canvas bag sold over 1000 pieces in just 5 days of its launch. On the Taobao platform, the reporter noticed that a "Su Chao" fan uniform priced at 109 yuan per piece has sold over 6000 pieces and even ranked second on the Tmall football uniform hot selling list. The data shows that this product has dominated the top three for two consecutive weeks. In addition, Tiktok e-commerce data shows that during the period from June 4 to 10, the turnover of football jerseys increased by nearly 40% month on month compared with the previous week. At the same time, Tiktok topics such as "Who hasn't got the bag called Nange", "The canvas bag called Nange" has exploded "," The slippers called Nange "are coming", "Changzhou 'Dinosaur Sister' dolls are new" and other topics hit the top 7 of the hot list, driving the turnover of customized peripheral products to increase by more than 44 times over the previous week. It is worth noting that the reporter found that on the official platform of Jiangsu City Football League, there are no cultural and creative peripheral products for sale, except for the channels for purchasing event tickets. At present, most of the cultural and creative peripheral products related to "Su Chao" in the market come from third-party merchants, and some merchants even directly name their online stores after names such as "Jiangsu City Football League" and "Jiangsu Super League". A customer service representative from the online store "Jiangsu City Football League" bluntly stated that the design of the "Nange" canvas bag originally came from the public, and now it is mostly third-party merchants who design and sell peripheral products. An industry insider revealed to reporters that currently, there are not many officially authorized "Su Chao" cultural and creative peripheral products, and the authorized ones are Jiangsu Cultural Investment Group and Xinhua News Media Group. It is reported that the Intersection News App Mall under Xinhua News Media Group has officially launched canvas bags such as "Call Nan Ge", "Champion Here", "Jiangsu Thirteen Paintings", "Whoever can do it" white T-shirts, and "Ball Little Su" plush pendants, all of which are printed with "JSCL", the abbreviation icon of Jiangsu City Football League. The large number of third-party merchants doing business around 'Su Chao' indicates that 'Su Chao' is too popular, exceeding expectations. 'Su Chao' has already shown a trend towards IP based consumption, extending from the consumption of the event itself to peripheral consumption. ”In the view of Zhou Yang, a fan born in the 2000s, some third-party products with interesting designs and reasonable prices still have strong appeal to fans. But if it's a team that you particularly like or a collectible peripheral (such as an important historical moment commemorative item), you may still choose the official channel. Jiang Han, a senior researcher at Pangu Think Tank, pointed out that the popularity of "Su Chao" peripheral products is mainly driven by small private workshops, reflecting the rapid growth of market demand and the lagging response of the supply side. It should be noted that riding on the heat of wild growth may face infringement or other illegal and irregular issues, especially when third-party merchants use the event name or logo for sale without authorization, which can easily violate intellectual property laws and regulations. Regarding this, Li Hongjiang, Executive Partner of Beijing Guantao Law Firm and Director of the Intellectual Property Business Committee, further stated that "Su Chao" is a registered trademark, and products from small workshops without official authorization are often suspected of trademark infringement and unfair competition. In the trademark registration process, registering hot keywords and popular phrases is often considered to have adverse effects. In addition, the quality of counterfeit products from small workshops is difficult to guarantee and may also violate laws such as the Product Quality Law of the People's Republic of China and the Consumer Rights Protection Law of the People's Republic of China. According to reports, recently, some applicants also hoped to register the trademark of "Huai'an team emblem graphic+text 'Langlima'", but after being explained by the staff, the application was suspected of taking advantage of hot spots and registering in advance. Currently, the applicant has voluntarily withdrawn the trademark application. Industry insiders have pointed out that currently, the unregistered team emblem and related buzzwords of "Su Chao" are at risk of being registered, counterfeited, and infringed, which may have a negative impact on the normal commercial development of "Su Chao", confuse consumer cognition, disrupt market order, and damage brand image. Lu Xiangqian, Deputy Director of the Planning and Development Department (External Exchange and Cooperation Department) of the Jiangsu Provincial Intellectual Property Office, stated in a media interview that based on the current situation, Jiangsu Province needs to strengthen its defensive layout in intellectual property. The "Su Chao" has formed a competition pattern of "one city, one team" and produced a large number of cultural symbols with local recognition, but lacks full category trademark registration and copyright registration protection for core elements such as team emblem, team name, and visual symbols of the competition. Brand protection releases greater economic value Zhang Shule, an Internet industry analyst, believes that "a mature event must be accompanied by peripheral derivatives. It is necessary to do a good job of authorization and intellectual property protection in the early stage, and it is also just a need for the event to expand new consumption scenarios. Many clubs abroad have various kinds of authorization, including the authorization of games, star cards, etc., which have formed an industrial chain, and the value created may be far higher than the game itself. Exploring the realization form of derivatives and effective development has also become a benchmark to measure the success of a sports event". Meanwhile, Li Hongjiang stated that intellectual property protection is the cornerstone for sports event brands to achieve long-term value. Its significance lies not only in "preventing infringement", but also in building a brand asset protection system and enhancing brand commercial value. The essence of intellectual property is to 'transform cultural influence into commercial control'. For example, developing IP value in layers, establishing an IP material library, adopting a hierarchical authorization model, fan community model, etc. Taking the Guizhou "Village Supermarket" competition as an example, it registered 200 trademarks such as team emblem and name, and protected 74 art works such as the "Village Supermarket Yangshe Village Team Emblem" through copyright registration, building a relatively complete intellectual property defense line. In addition to building a comprehensive and responsive intellectual property protection system, Li Hongjiang pointed out that in order to unleash the economic value of the "Su Chao" surrounding areas to a greater extent, multidimensional breakthroughs are needed in intellectual property protection, business model innovation, industrial chain integration, and deep exploration of IP. In terms of event IP mining, it can be combined with regional characteristics AI、 Deeply integrate virtual images and other elements to unleash the spillover value of the 'Su Chao' IP. In terms of business model innovation, we can draw on the intellectual property layout of the Spring Festival movie "Ne Zha: The Demonic Children Roar in the Sea", build a protection network that includes trademarks, copyrights, and design patents, and develop related derivative markets. In terms of operation, a standardized process covering trademark registration, authorization management, and value evaluation can be established, and a composite team of sports, legal, and commercial operations can be formed to strengthen brand authorization management and avoid problems such as trademark registration abuse and inaccurate brand value evaluation. ”Wang Peng, associate researcher at the Beijing Academy of Social Sciences, added. (New Society)