"‘You look at their product brochures. Even the number of each product is the same as ours. This kind of ‘plagiarism’ is too much,’" said an angry staff member from Shandong Shulang Fashion Company to reporters today. The company, a well-known brand in Shandong Province, may be facing a “cottage incident†— a term used in China for copycat or counterfeit activities. The case is currently under investigation and verification.
In a recent photo album, 13 autumn and winter outfits from Shulang’s latest collection were displayed, with the company publicly claiming ownership of the designs. However, it has now been discovered that a clothing company in Shenzhen, named "Vasa Váci," has released a brochure featuring identical products, including the same serial numbers and styles.
According to Shulang's staff, the company launched its 2009 autumn and winter collection earlier this year, featuring around 1,500 different designs, with a total design investment of about 10 million yuan. After the initial design phase, they invited Beijing-based models and photographers to shoot and distribute brochures across their sales points.
But shortly after the launch, the company found a "shanzhai" (counterfeit) version of their products being promoted by Vasa Váci. The staff expressed frustration, saying the infringement was not only obvious but also low-level, as the counterfeiter copied both the style and product numbers.
After investigation, it was confirmed that 20 models from Shulang’s autumn and winter collection were included in Vasa Váci’s promotional materials, with 13 of them being directly used for advertising. The images and clothes in the album are claimed to be independently designed by Shulang.
The Shenzhen-based company, Vasa Váci, is relatively new, with its production facility located in Panyu, Guangdong. When contacted by reporters, the company did not respond. According to Zhang Chunying, director of Shulang’s legal department, the company has already reached out to Vasa Váci, but the latter denies any wrongdoing. Legal teams are currently investigating the matter further.
"If we can locate the factory and confirm that their products are indeed infringing, we will take legal action immediately," Zhang said. "Even if they just stole our brochure, we cannot tolerate such behavior."
Chen Xufeng, a lawyer from San Francisco Oriental Law Firm, explained that if evidence of infringement is found — such as trademarks, physical products, or brochures — the affected party can file a lawsuit and claim compensation. The amount typically depends on the profits gained by the infringer or the losses suffered by the original brand.
This incident highlights the ongoing challenges Chinese brands face with intellectual property protection. As more companies invest heavily in design and innovation, the threat of copycats remains a serious concern. For Shulang, the fight against Vasa Váci could set an important precedent in protecting original creations in the fashion industry.
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