Shoe Enterprises Implement Trademark Strategy And Jiangdu Government Vigorously Promotes

A trademark can display an image, and a brand can achieve one party's economy.

It is not only an important intangible asset of enterprises, but also a banner of local economy.

In recent years, Yangzhou Jiangdu industry and Commerce Bureau has vigorously promoted the implementation of trademark brand strategy, winning the government's trust and enterprise's praise.

Trade marks have become a beautiful "business card" for industrial and commercial organs to serve local economic development.

In the ninety years of the last century, the total number of registered trademarks of Jiangdu enterprises was only 300.

Or "zero".

To this end, Jiangdu industry and Commerce Bureau conducted in-depth research, and according to the industrial development layout and key points of the whole region, wrote the survey of the development of Jiangdu trademark, after reporting to Jiangdu district government, the leaders attached great importance to it.

Since then, the Jiangdu district government has held a yearly implementation of the trademark development strategy and the promotion of enterprises to strive for brand work conference. In 2010, a large-scale and high-level forum for "brand strong areas" was convened, which will bring new opportunities to accelerate the development of trademark strategy.

This year, the Jiangdu district government promulgated the "in-depth implementation of trademark strategy advice", and set up a "leading group for trademark strategy work", which takes the district head as the leader and the 25 departments as a member unit, and incorporated the work of trademark registration, brand base cultivation and "three" trademark creation into the evaluation system of "innovative Jiangdu", which requires the traditional industrial brand, high-tech brand and modern agriculture and service industry as the focus of brand strategy implementation, and decomposes the trademark development task into enterprises and related departments into the annual target assessment content.

The Jiangdu district government has also set up a trademark development and cultivation fund to give support and reward to enterprises that have gained famous trademarks in China and provinces and cities, and have applied for geographical indications and collective certification trademarks.

At the same time, the introduction of brand products and the development of new products have been included in the regional technology pformation plan and preferential policies. The working mechanism of "government taking the lead, departmental grasp and business guidance" has been formed, thus stimulating the development of trademark brands.

Jiangdu is located in the Yangtze River Delta, with excellent geographical location and abundant natural resources.

However, due to the lack of mining of trademarks with traditional geographical and economic characteristics, products have no independent brands, low value and poor channels, which have been difficult to enter the domestic market.

There are also some registered trademarks that do not pay attention to the upgrading of products, which makes the original brand overshadowed.

How to use the trademark strategy to promote the economic development of the region, the Jiangdu industry and commerce bureau Party group really took a lot of brains.

Since 2000, the board has adhered to the "four catch" measures, namely, focusing on publicity, enhancing the awareness of the trademark of the whole people, grasping the design and creating a unique image charm; grasping the key points, tracking and assisting the famous trademarks, the famous trademarks and the geographical indications trademarks; grasping the protection and cracking down on counterfeiting infringement.

In order to put the trademark development work into practice, the bureau organizes its strength to go deep into the enterprise and conduct one to one assistance guidance.

From product argumentation, data collection, pattern design to declaration processing, the whole course service is implemented.

We should take some guidance and give priority to the advantageous industries.

For newly acquired provincial famous trademark enterprises, the district leaders should be invited to give door-to-door licensing, listen to the needs of enterprises, seek corporate advice, and help enterprises solve practical problems.

The bureau also pays attention to guiding enterprises to register international trade marks. Enterprises such as Star River, happy, globe and so on have registered international trademarks in more than 10 countries and regions, including the United States, Japan and Korea.

The regional brand that condenses the painstaking efforts and sweat of Jiangdu businessmen and goes to the world.

"...

The business sector is close to the economy, fully performing its duties, serving the enterprises, and has done a lot of work in the field of trademark registration and declaration.

In this regard, Ni Shijun, Secretary of the Jiangdu District Committee, gave high comments.

Under the guidance of the Jiangdu Bureau of industry and commerce, the enterprises in the whole region regard trademark operation and development as the main line of enterprise operation, run through the whole process of production, operation and product development, make the trademark as the core, formulate business strategy, build the new image of the enterprise on the basis of trademark, expand the market share with trademark as the weapon, and enhance the product quality with the reputation of trademark.

"Trademark brand creation has taken the wings of soaring enterprises," said Li Zhengkun, director of Jiangsu Jing Hui company.

In 2010, "Jing Hui" trademark was awarded the provincial famous trademark, which further enhanced the influence and popularity of the enterprise.

In the first 2 months of this year, production and sales increased by more than 35% over the same period last year.

Yangzhou Jin proud Shoes Co., Ltd. has been OEM processing for Wenzhou enterprises, and a pair of shoes can only earn one or two yuan.

Under the guidance of the industrial and commercial organization, the enterprise decided to open up a new world and apply for registration of the "brand", and actively create a well-known trademark.

Since then, the company has added 5 yuan to each pair of leather shoes.

In turn, it is OEM for Jin proud company.

Jiangdu shopping mall and Jiangsu Wan Jin tools and other enterprises have also initiated the registration of protective trademarks, and have applied for more than 100 registered trademarks.

A number of successful cases attract more and more enterprises to join the brand building activities.

In the past 3 years, the volume of trademark registration in Jiangdu has increased at an annual rate of 40%. As of now, there are more than 5500 registered trademarks in the region, including 10 well-known trademarks, 50 famous provincial trademarks and 95 famous trademarks in Yangzhou. In 2010, they were rated as "100 strong counties in China's trademark development" and ranked thirty-ninth.

To improve the brand value and make the product unique, we must continue to innovate.

Only in this way can we bring huge advantages and high added value to the brand and produce brand effect.

Guan Xurong, general manager of Jiangsu's interindustry Spray System Co., Ltd., the leader of the national nozzle industry, believes that the technological content of the product determines the value of the brand.

For a long time, the company has continuously promoted the connotation of the brand through continuous technological innovation and the industry's absolute leading innovation capability.

At present, many products of the company are rated as high-tech products, with nearly 50 national patents, including 2 invention patents, which have successively undertaken 7 items of science and technology projects at the national, provincial and general equipment departments.

In the process of building brand, Jiangdu entrepreneurs gradually realized that products should open up the market and win users, while enhancing the brand's technology content and quality, we must strengthen the promotion and protection of the brand, and establish a good image of the brand.

Shang Guangke, director of the Jiangdu industry and Commerce Bureau, told the author that in recent years, with the guidance and assistance from the industrial and commercial organs, the enterprises in the region have generally formulated the brand publicity strategy, carried out multi form and three-dimensional propaganda, and promoted the popularity of trademarks and expanded their influence through sponsoring various competitions and parties.

According to statistics, since 2005, the advertising cost of Jiangdu enterprises has been nearly 1 billion yuan.

Nowadays, entrepreneurs in Jiangdu understand the importance of trademarks, and the sense of brand creation is enhanced.

People are turning the treasure of the brand into an inexhaustible motive force for accelerating development, and gathering strength to climb to the new brand goal.