The much-anticipated Shanghai International Auto Show recently opened on April 19. The “troublemaking” incident of car owners that happened in previous auto shows was not absent this time. In the morning, a woman appeared on the Tesla booth, standing on the On the roof of the Tesla, people wearing white T-shirts complained about “brake failure.”
The incident continued to ferment. Many clothing merchants discovered “business opportunities” and rushed to produce overnight. They quickly put on the shelves the same T-shirt with “Brake Failure” and placed photos of women defending their rights. There has been a lot of trading volume on the product homepage.
The same T-shirt with “Brake Failure” has been put on the shelves
It is worth noting that according to media reports, on April 19, when the incident occurred, Some e-commerce merchants have put on the shelves the same white T-shirts with “Tesla brake failure”.
At present, dozens of merchants on multiple platforms have put this T-shirt on the shelves. The price is basically around tens of yuan. More styles can even be customized, such as T-shirt color, font size, etc. Some products are already on the market. Hundreds of transactions.
Screenshot from the e-commerce platform
A merchant with a transaction volume of over 100 said that these were all produced by the factory overnight. It will be shipped within 24-48 hours after taking the photo. “Don’t worry, our quality is very good and the color will not fade no matter how you wash it!”
An e-commerce practitioner said: “This is a hot spot. , whatever is popular will be sold. T-shirts like this are the simplest products in clothing. Just print words on them. The cost is low, easy to make, and the quantity is not large. You can print as many as you like. As long as If someone pays for it, then it’s a sure profit.”
After this incident, when the U.S. stock market opened on Monday, Tesla opened lower and moved lower. The maximum decline once exceeded 6%, falling below $700 in one fell swoop, and the lowest fell to 691.85 US dollars, the market value shrank by 46 billion US dollars. As of the close, Tesla’s stock price fell 3.4% to US$714.63, and its market value shrank by US$24.1 billion, equivalent to approximately 157.1 billion yuan.
Although event marketing is “spicy”, it must be moderate!
Tao Jiahong, a lawyer from Zhejiang Kenting Law Firm, said that among merchants selling “brake T-shirts”, those who used photos of the women who caused trouble at the Shanghai Auto Show have constituted an infringement of their portrait rights, even if they are accompanied by Wearing a mask.
“According to the provisions of the Civil Code, a portrait is an identifiable external image of a specific natural person reflected on a certain carrier through images, sculptures, paintings, etc. That is to say, as long as it can be Identification’ does not necessarily mean a complete facial portrait. Many businesses use the image of a female car owner wearing a mask and a rights protection T-shirt for product promotion. In fact, it has constituted an infringement of portrait rights, because even if she is wearing a mask, The car owner’s face can still be recognized, and the woman can complain to the e-commerce platform or sue the merchant for infringement.”
As for printing the Tesla logo on T-shirts, Tao Jiahong said that this behavior is not It does not constitute an infringement of trademark rights, but it is suspected of infringement of reputation rights.
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