"Collective Trademarks" Add New Impetus To Industrial Upgrading

In recent years, the number of registered trademarks, the number of famous trademarks in Foshan and the number of famous trademarks in China have kept increasing by more than two digits in recent years.

At present, there are 68 thousand registered trademarks in Foshan, the total number is third in Guangdong Province, 42 in China, 291 in Guangdong, the number is second in Guangdong Province, and the first in the prefecture level cities in the country.

Especially in the registration and operation of collective trademarks, it has taken the lead in the whole country. The city has 3 collective trademarks such as "Nanhai Jinsha hardware", "Zhangcha knitting" and "Shunde household appliances", which has greatly promoted the pformation and upgrading of related industries.

Successful registration solves problems

For many

"From No. 5249436 to No. 5249445."

To Foshan Shunde household appliances chamber of Commerce interview, Secretary General Lai Xiaoming first let reporters saw the "Shunde household appliances" collective trademark registration card demeanor.

Shunde is a famous household appliance capital in China. There are more than 3000 home appliance manufacturers that are large and small. The 105 National Road Shunde section has become the world famous household appliance industrial belt, distributing the beautiful Chinese, Galanz, Wanjia, Vanward and other Chinese household appliance giants.

Due to its great influence and popularity in the country, Shunde's household electrical appliance enterprises are often counterfeited by some enterprises in the field. At the same time, due to the large number of household electrical appliance enterprises and the uneven quality of products, they are faced with problems such as homogenization of products, intensified competition at low prices, squeezed profit margins and poor ability to cluster sustainable development.

Accordingly, as early as 2005, the relevant departments in Shunde proposed to register "Shunde household appliances" as collective trademarks, and use regional brand driving strategies to carry out image display and standardized management, so as to promote the upgrading of Shunde household appliance industry.

However, who will register? "First, the local government can not come forward to register, because it involves the follow-up management of trademarks, and collective trademarks are not suitable for individual enterprises."

Gong Hengchao, deputy director of Foshan Trademark Bureau of industry and Commerce Bureau, said.

What we did not expect was that the "Shunde household appliances" had been registered as a common trademark by a small enterprise.

How to do it? With the support of the local government, after consulting with the association and related enterprises, in May 2006, the original registered enterprises abolished the registration of ordinary trademarks of "Shunde household appliances". The Shunde household appliance chamber of Commerce, as a trademark registrant, applied to the State Administration for Industry and Commerce for registration of "S" and "ShunDe" trademarks.

The Shunde Appliance Association also applied for registration of collective trademarks to Germany, the United States, France and Australia, all of which are the key areas for the export of Shunde's household electrical appliances.

Lai Xiaoming told reporters that the trademark of "Shunde household appliances" was successfully registered in Germany, the United States, France and Australia in 2007 because of the relatively simple application procedures for foreign trademark applications.

In China, the SAIC only approved "S" and "ShunDe" in April 14, 2009 as registered trademarks.

"Shunde household appliances" has also become domestic.

"For a large number of large and powerful enterprises, we may as well register trademarks and create brands independently, but for many small and medium-sized enterprises, collective trademarks are obviously the best choice to enhance popularity, reputation and market influence."

Li Tao, Minister of brand management of Wanjia Gas Appliance Co., Ltd., believes that the use of collective trademarks in international competition is more conducive to make up for the insufficiency of the scale and influence of domestic enterprises, and is conducive to achieving economies of scale.

Under the guidance of the "Shunde household appliance" brand, even in the face of the unprecedented international financial crisis, last year, more than 300 member enterprises of the Shunde household appliance chamber of Commerce realized the trend of growth. The annual output value of Shunde household appliances was as high as 160 billion yuan, and exported 10 billion US dollars, accounting for nearly 1/5 of the total output in China.

Fortunately, as well as "Shunde household appliances", Foshan has successfully registered the "South China sea Jinsha hardware" and "Zhangcha knitting" collective trademark, which has injected new vitality into the upgrading of related industries.

Perseverance and perseverance

Foshan ceramic, children's wear, stainless steel and other traditional industries associations have been actively running for registered collective trademarks.

Foshan ceramics are widely known.

According to Yin Hong, Secretary General of Foshan Ceramic Industry Association, the highest peak of ceramic wall and floor tiles produced in Foshan has reached 40% of the whole country, that is, there is still a nearly 30% share.

Of the 10 Chinese famous brands of ceramic tile products, there are 7 in Foshan. In 2010, the new National Standardization Committee on building and sanitary ceramics was made up of 87 members, and the proportion of Foshan members was 40%. The new National Association of building and sanitary ceramics and the vice president of the association of China ceramic industry association were also the largest proportion of Foshan ceramic enterprises, about 30% to 40%, and the strength of Foshan ceramics was evident.

But in contrast to its strength, Foshan ceramic collective trademark registration is not smooth.

It is understood that as early as 2003, the city proposed to create the "Foshan ceramics" regional brand, and subsequently applied to the relevant functional departments of the state.

Later, due to the integration of several industry associations in Foshan, the application has been suspended for some time.

In 2006, the Foshan Ceramic Industry Association once again applied for the registration of the "Foshan ceramic" collective trademark to the State Administration for Industry and Commerce Trademark Office. However, the application was rejected at the end of 2007.

Different from the idea of Shunde household appliances holding together, the different ideas of Foshan ceramic enterprises also seem to have affected the creation of this regional brand.

In the interview, locals take Dongpeng ceramics as an example. Dongpeng ceramics are both "China famous trademark" and "China famous brand". There is no need to use the "Foshan ceramics" brand because it does not exist to rely on "Foshan ceramics" to brand, it will not care about the name of "Foshan ceramics".

"If the trademark of Foshan ceramics is really registered, who is willing to use it for those who do not enter the market?" Zhang Yongnong, director of the China Ceramic Industry Information Center, pointed out that there is a problem. The enterprises that can use the trademark do not want to use it; and those who want to use the trademark to publicize it, do you dare not use it? Is there any need for this trademark? Therefore, registering "Foshan ceramics" as a trademark can only be the wishful thinking of the association.

The same situation is also the same situation in Foshan Lancang stainless steel industry association, its application to "Lanci stainless steel" collective trademark is also rejected by the trademark management department.

In fact, Foshan ceramic, children's wear, stainless steel and other traditional industries associations have been actively running for registered collective trademarks.

Not long ago, Chancheng held the first joint conference on trademark strategy in the region, and more than 10 departments in the region jointly established a joint working conference system for trademark strategy implementation.

The meeting pointed out that Chancheng will focus on "Foshan ceramics" in the future to promote the establishment of regional brands such as "Foshan children's clothing" and "Lan Shi stainless steel" and so on, so as to enhance the brand competitiveness of the dominant industrial clusters in the region.

In this regard, the heads of various industry associations in the region indicated that in the context of the adjustment and upgrading of traditional industries and the efforts of Chancheng to develop headquarters economy, the creation of collective trademarks of traditional dominant industries is more urgent. Therefore, the application of collective trademarks will be launched once again by taking advantage of the acceleration of trademark strategy.

"In fact, we have been discussing with the legal profession and the ceramic industry the reasons for the rejection of the trademark office."

Yin Hong said he hoped to apply again to the State Administration for Industry and Commerce for registration of "Foshan ceramics" trademark, which is more conducive to the upgrading of Foshan ceramic industry.

Management promotion is a long way to go

In order to ensure the gold content of collective trademarks, various trade associations will formulate corresponding management rules for their use and standardize their operation.

Upon completion of the application for registration of collective trademarks, it does not mean that all enterprises in related industries or regions can use it.

"In a sense, the use and management of collective trademarks is more important than registration."

Gong Hengchao said that in order to ensure the gold content of collective trademarks, various trade associations will formulate corresponding management rules for their use and standardize their operation.

In July this year, the Nanhai Hardware Industry Association formulated and issued the "South China sea Jinsha hardware" collective trademark usage and management draft.

According to Zhang Jian, deputy mayor of Danzao Town, South China Sea, according to the draft management, more than 2000 hardware enterprises in Danzao Town must first apply for membership of the hardware industry association if they want to get the right to use collective trademarks. Then the products of the enterprise must pass the quality inspection of the relevant departments and meet the standards.

At the same time, enterprises must use the certificate of trade mark after the association has issued the certificate of use. The certificate of validity will be valid for 3 years. After the expiration, the renewal application will be renewed again. In the process of using, the relevant inspection institution will conduct regular sampling inspection of the product, and once the product is found to be unqualified or refuse to accept the product supervision and inspection, the qualification of the trademark will be abolished immediately.

Shunde has a large number of small and medium-sized household electrical appliance enterprises with a certain strength. The standards and threshold laid down should not only enable more enterprises to use the trademark, but also reflect the fine quality made by Shunde.

For this reason, after discussing with the enterprises, the District Economic and Trade Bureau and the industry and Commerce Bureau, the Shunde household electrical appliance association has also formulated a detailed method for the use and management of the trademark, which is currently restricted to members only.

How to improve the gold content of collective trademarks? This is also a problem that trademark holders must face.

Lai Xiaoming told reporters that in order to give full play to the brand effect of collective trademarks, the Shunde Household Appliance Association opened 13 franchises in Shunde, Chancheng, Zhuhai Doumen, Jiangmen Heshan and Gaoyao, etc. with the unified logo of "Shunde household appliances".

"There are about 7 to 8 local household electrical appliance enterprises in Shunde. The products are mainly small appliances."

Shun Ke Long Shiwan store manager Jiang Zihong introduced, "including the United States, Donlim, Qiwei, Yida, Yilong, OUKE, Yili, 100 million total of 8 brands, compared with large household appliances chain and large supermarket appliance area, the number of franchise brands and product categories are not many."

"Owing to lack of experience, we are committed to developing the mentality of" edge development, improvement and adjustment ", and are actively exploring and improving related supporting services.

Lai Xiaoming said, for this reason, they also set up a net to meet the needs of online shopping of Shunde household electrical appliances consumers.

According to the introduction, as a collective trademark holder, the Shunde household electrical appliance chamber of Commerce has jointly worked together with the regional economic and Trade Bureau. Through the various international exhibitions such as the Canton Fair, the German Cologne exhibition and other large international exhibitions, the overall image of "Shunde household appliances" has been set up so as to enhance the "gold content" of the trademark and promote the better development of Shunde household electrical appliance enterprises.