Shoemaker: Hurry Up And Paste Your Brand.

"The great Lord" is a well-known trademark that has been recognized by the judiciary in our city.

Su Zhanning, who was planning the motive, recently learned about two things in the interview of the Municipal Bureau of industry and Commerce: first, the trademark of an enterprise has been used for many years, but it has not been registered, and the result is registered by a Dongguan person. The company is forced to spend one hundred thousand yuan to buy the original trademark from the person.

The other is that the trademark of an enterprise in our city is difficult to get the booth when attending the Canton fair when it is identified as "Guangdong famous brand". It has to buy the pfer booth from the booth enterprises. A booth costs 160 thousand yuan. After the trademark is identified as "Guangdong province famous brand", then the Canton Fair will get a guaranteed booth, which costs only 30 thousand yuan.

He paid much attention to trade marks and lost his trademark.

Trademarks are playing a more and more important role in today's market competition.

The municipal Party committee and municipal government attached great importance to trademark work, and issued incentives to encourage our enterprises to create famous trademarks and well-known trademarks. However, in some enterprises of our city, the phenomenon of not paying attention to trademarks is serious.

What is the trademark status of our city?

What are the problems?

Why do business operators ignore the role of trademarks?

How to get rid of the misunderstanding in trademark? Recently, reporters and city commerce and industry departments have conducted an in-depth visit.

In the past three years, with the joint efforts of relevant departments and enterprises at all levels of government and municipal industry and Commerce Bureau, we have made remarkable achievements. According to statistics, as of now, there are 9500 registered trademarks in our city. Among them, 4 well-known trademarks have been registered. Among them, the State Trademark Office has named "Vinda" and "Carpoly" as the well-known trademarks in China, and there are 58 famous trademarks in Guangdong. The number of famous and famous trademarks has increased by a large margin. However, as 130 thousand enterprises and individual industrial and commercial households, the proportion of registered trademarks or well-known trademarks is lower than that of neighboring cities.

Like Zhongshan, which has 130 thousand enterprises and individual businesses, there are more than 30 thousand registered trademarks, 10 well-known well-known trademarks and 111 famous trademarks (excluding judicial cognizance of well-known trademarks), while Foshan, with 260 thousand enterprises and individual businesses, has more than 30 thousand registered trademarks, 16 and 179 famous and famous trademarks respectively.

Besides, there are still irregular practices in the use of trademark in our city. There are still some misunderstandings about the role of trademarks.

80%. The use of trademark is not standardized. "Our trademark registration has 10 years. Now the quality of the product is relatively stable and has been recognized by the market.

I think it is ripe for us to declare the famous trademarks in Guangdong. "

Recently, the reporter with the Taishan Municipal Bureau of Commerce and industry personnel in an electrical company research trademark situation, the company's boss said happily, "this time you came, you can guide and guide me."

But when he took out his company's registered trademark, he found that the trademark used on the company's product was not a registered trademark.

"The trademark on your product is not a registered trademark. Why should it be amended?"

The manager asked the old manager.

"Advertising companies help us design, they say that using the current trademark dynamic, better look, is the upgrading of registered trademarks."

The boss said.

In the interview, the director of the trademark and Advertising Bureau of the city's industry and Commerce Bureau told reporters that, like the company, about 80% of the enterprises in the city did not regulate the use of trademarks, and there were widespread phenomena such as changing the visibility marks of trademarks. The investigation of the city's trademark utilization status in recent days found that the use of trademark was not standardized in the following aspects: first, some enterprises allowed their trademarks to be used by some enterprises whose quality was insecure for the sake of immediate interests; two, some unauthorized changes in the combination of trademarks, graphics, letters, colors, and other elements, even violating the exclusive rights of other registered trademarks; three, some of them produced and sold inferior products, resulting in a decline in trademark reputation and finally smashed their brands. A kind of

For example, furniture produced by a furniture Industrial Development Co., Ltd. in Jiangmen is not aware of the use of registered trademarks, and the word "furniture" is added without authorization after the registered trademark.

After the overall rectification, all the furniture products produced have been changed to the original registered trademarks for re-use, and now it has become the "famous trademark of Guangdong province".

"Registered trademarks are not subject to change."

Such a change is not a trademark approved by the State Trademark Office. If a trademark is still registered, it is an illegal act of counterfeiting a registered trademark. If the trademark is not registered, the registered trademark is idle, and a non registered trademark not protected by law is used.

City Industrial and commercial bureau of law and regulations division responsible person said.

Some enterprises are wasting their trademark value. "Compared with the surrounding cities, the brand awareness of our city is quite weak."

It is not only a weak awareness of famous and well-known trademarks, but also a weak sense of trademark registration. "

"Unfortunately, some enterprises have obtained registered trademarks and famous trademarks, but they will not use them," he said.

It is understood that in Foshan, Zhongshan and other places, local business operators compete every year to declare famous trademarks and famous trademarks in China. Local enterprises are declared annually by quota, while in our city, quite a number of powerful enterprises, when the business sector actively finds business operators, suggests that they declare the famous trademarks of the province, but they are not willing to.

What is more regrettable is that some enterprises in our city have won the "famous brand in Guangdong". After the expiration of three years of the validity period of the famous trademark in Guangdong Province, they need to apply for renewal by the enterprises and the re evaluation of relevant indicators by the Guangdong famous trademark review board.

For example, the "777" brand battery produced by Jiangmen battery factory was awarded the famous trademark of Guangdong Province as early as 1992. Later, due to various reasons, the factory did not continue to apply for a continuation, but lost its famous trademark.

Last year, there was another company with "famous brand in Guangdong". After the expiration of the validity period, the company no longer applied for extension.

We attach great importance to the influence of products and despise the role of trademarks. According to the survey conducted by the business sector, a large number of powerful enterprises in our city recognize the role of famous brand products or famous brand products in China, but they ignore the role of well-known trademarks or famous trademarks in China.

Not long ago, the relevant departments of the Heshan Municipal Industry and commerce bureau investigated and recommended that a large company in the city declare China's well-known trademark. However, the company's managers are full of praise for Chinese famous brands, but they lack enthusiasm for famous trademarks.

According to the survey conducted by the business sector, there are a lot of people in the city like the company who attach importance to the impact of famous brand products and despise the role of famous and famous trademarks.

Some business operators regard well-known trademarks and famous trademarks as dispensable items.

It is also the neglect of the role of trademarks as the protection of knowledge by law. New products such as Xinhui and Taishan are well-known products in the provinces, domestic and overseas, and so far there are no registered trademarks.

In recent years, "guifengshan" and "Mao long pen" have been or have been snatched as trademark incidents, which is a good example.

(reporter Yan Jianguang correspondent Tang Shunzhao) analysis of the reasons for the development of the trademark strategy.

Why?

Reporters found that they were mainly influenced by the following factors: they did not know enough about trademarks.

"What's the use of famous trademarks?

Our product brand has already gained a high reputation in the market, and consumers agree that it is not necessary to spend manpower and material resources to declare famous trademarks and well-known trademarks, and products sell well in the market.

A company in the urban area no longer renewing the famous trademark of Guangdong province.

According to the analysis of the head of the trademark Advertising Bureau of the Bureau of industry and commerce, we believe that before the reform and opening up, China implemented a single planned economic system, and commodities, especially consumer goods, were very tight.

To a certain extent, it causes enterprises to pay no attention to brand names, let alone famous and famous trademarks.

After the implementation of the market economic system in China, in the face of fierce market competition, our city's trademark awareness has been enhanced, but it has not yet kept pace with the pace of social development.

Many enterprises believe that their products are good quality, and products are sold well. Whether there is a trademark effect or not, there is a natural fragrance of musk deer; some of them are backward thinking of Postgraduates registration; others think that the enterprise is only processing or assembling the samples provided by the customers or underwriting by the customers, and does not have the need to create their own trademarks.

These enterprises or products or services without trademarks or trademarks do not register.

Reporter learned in Taishan, Taishan eels, oysters, crabs and other seafood in the province, the domestic market has considerable popularity, but because no registration as a trademark, anyone can come to use, some are not Taishan produced eel, and some people are selling Taishan eel under the banner of sale.

Reporter also found that although some business operators have realized the importance of trademarks, however, they lack the necessary understanding of trademark related knowledge, which will make their trademark awareness not strong enough.

Several executives of the company admitted that they did not know the specific process of applying for a registered trademark or declaring a famous trademark in the province.

"I think trademark is only successful if you apply for registration. I don't know if you need to use it at ordinary times."

An operator said.

The way of brand is a long way to go. OEM is a way of operation of some enterprises in our city. It is understood that OEM enterprises occupy a large proportion in the urban areas, Heshan, Taishan and other places.

According to statistics of Heshan footwear industry association, the city's annual output of shoes is nearly 60 million pairs, accounting for about 1/5 of Guangdong's total output of shoes.

Heshan has more than 280 large and small shoemaking enterprises and more than 330 registered trademarks. However, in fact, only a few companies that use their own registered trademarks have been registered by these enterprises, and 90% companies are processing OEM for others.

The reporter learned from the Taishan Bureau of industry and commerce that a lock factory in Guanghai town of Taishan is the largest lock factory in Asia. However, the factory does not have its own trademark and does not own its own brand, all of which are OEM production.

Taishan also has an enterprise that produces barbecue appliances, with an annual output value of more than billion yuan. However, it has no trademark and has no own brand.

"We have repeatedly looked for these strong OEM companies, and suggested that they create their own brands and build their own brands. However, most operators do not think they need them.

They believe that it is not necessary to register their own trademarks and create their own brands to make money for others.

"The fact is that their technical ability is pretty good, but they only stay on OEM, which is really a pity," said the head of the Taishan Trademark Bureau.

People in charge of industry and Commerce Trademark advertising department believe that the construction of a brand is not something overnight. In the early stage of an enterprise's growth, the way of OEM production is more conducive to the survival of small and medium enterprises. It is an effective way for enterprises to rapidly improve their technology and management level. However, if the technology and management level of the enterprises reach a certain level, they still remain at the level of OEM production, and still rely on others to make dresses and earn small profits, which is not desirable.

The road to brand is a long way to go.