Quanzhou Applies For Famous Trademarks To Make The Brand "Take Root"

A few days ago, the Amoy brands such as Phoenix clan, Hongmin, Hongqi and so on have already been awarded the famous trademarks in Quanzhou. Under the upsurge of e-commerce, a new round of "licensing movement" has been opened. More and more brands such as Taobao, Tmall and other Internet platforms have begun to redesign their brand paths and transform from registered trademarks to brand building.

For Quanzhou Amoy brand, "go Amoy" is not only a simple application for Quanzhou famous trademark, but how to make the brand "take root" becomes the key issue of these brands. Obviously, the development of offline stores has become an important step in trying these brands.

　 Amoy brand "Phoenix clan" has won the famous trademark in Quanzhou.

Phoenix girl shoes Join in

Apply for famous trademark "go to Amoy"

A few days ago, reporters from the Quanzhou City Industrial and commercial bureau released the 2013 Quanzhou famous trademark list, found that the Phoenix clan, Hongmin, Hongtai and other brands have been approved Quanzhou famous trademarks.

As the first online brand to win the famous trademark in Quanzhou, Shishi has attached great importance to brand planning from the beginning. Apart from building online dragon and Phoenix mall, the store is also actively distributing. By the end of last year, there were more than 20 direct outlets in large commercial complexes such as Wanda Plaza in Fujian and Guangdong provinces of two. "The entity store can be used as a brand image shop and an experiential shop. Compared with the network channel, the promotion function of the entity store to the brand is more direct." The official of Longfeng mall said.

At the same time, although this year has not yet begun to identify the well-known trademarks in Quanzhou, the network brand Mai Dao and Qing Wan Tian are actively preparing for the 2014 Quanzhou famous trademark declaration. "Declaring the famous trademarks in Quanzhou is conducive to the protection of intellectual property rights on the one hand, and on the other hand it is an endorsement of the brand." Zhang Qiang, founder of green Wan Tian, said.

"Registered trademarks in 2009, through network sales, sales of enterprises grew steadily. Since 2012, the brand awareness of online consumers has been constantly improving. The well-known brands have greater competitive advantages in promotion and pricing. With the brand recognition, enterprises will have the pricing power, otherwise they will only plunge into the vicious competition of price war. Beginning in 2012, Su Qingyang, general manager of Chi Tong Tea Co. Ltd., began to plan his own brand roadmap. He set up a special brand department very early and began to mold and disseminate the brand on the network platform. On the other hand, he referred to the brand path of traditional enterprises, and promoted the brand gold content by declaring Quanzhou famous trademarks and famous trademarks.

It is understood that the conditions for declaring well-known trademarks in Quanzhou include: the actual use time of the trademark is 2 years, and the sales volume of the company is more than 10 million yuan. According to the analysis of the industry, most of the trademarks of Amoy brands in Quanzhou were registered in 2008 and 2009. After the rapid development of 2~3, the annual sales volume of many enterprises has exceeded 50 million yuan, and has a certain reputation on the Internet. "It can be predicted that with the promotion of brand awareness of e-commerce enterprises, more companies will participate in the declaration of well-known trademarks in Quanzhou, and this year will usher in an outbreak period." Insiders said.

At present, the Amoy brands in Quanzhou have shown a trend of rapid development. Clothes & Accessories Thousands of paper crane clothing, men's men's clothing, Naka Hiroyasu and other annual sales of tens of thousands of Internet brand. Under the network brand integration line, the production enterprise OEM for its own production, and focus on product research and development, marketing promotion, logistics distribution and customer service.

"Online brand and offline brand, though the channel of sales is different, there is no essential difference in shaping brand names. Therefore, it is a necessary road to declare the famous trademarks and famous trademarks in Quanzhou and finally to the famous trademarks of the country. Lin Qiubo, general manager of Mai Road, thinks so. {page_break}

　 Offline open shop for Amoy brand future plan

For Quanzhou Amoy brand, "go Amoy" is not only a simple application for Quanzhou famous trademark, but how to make the brand "take root" becomes the key issue of these brands.

Obviously, the development of offline stores has become an important step in trying these brands. PINLI has opened several offline stores from the end of last year to the beginning of this year. "For the Amoy brand, the ultimate goal is to become a brand." Deng Youjun, general manager of PINLI Menswear, said that the same category, the coverage of the line is still less than the line, and the enterprise must form a brand, and the line is an unavoidable channel. "Although there is faster room for growth on the Internet, homework is also needed. In addition to being a real brand, the online shop is also aimed at meeting the needs of consumers.

Deng Youjun said that the main purpose of the physical store is to sell more than one channel. Now, under the layout line, it is more important to try to arrange the whole channel in the era of consumer sovereignty so as to meet the needs of consumers in various levels and personas, and its strategic significance is greater.

The leaders of Feng nationality approved this view. He said: "the brand will eventually fall to the ground. If you want to make a product, you don't have to be offline. If you want to make a brand, you must synchronize online and offline. The main purpose of establishing a physical store is to enhance the popularity of online brands. As a brand image shop, an entity store is also an experiential shop. Compared with the network channel, the advertising function of the entity store is more direct.

In fact, the Phoenix family is the first brand in Quanzhou to try offline store layout. "After two years of trial, we have accelerated the layout of the physical store recently." Feng family official told reporters that these shops occupy a relatively large area, mainly distributed in department stores in some important cities of Guangdong and Fujian, but the pace of opening stores will not be as crazy as those of traditional shoes and clothing brands.

Judging from the actual effect, the positioning of high-end and high-end shopping centers in the Dragon faction Phoenix clan positioning has obviously laid the foundation for the spread of brands and the layout of franchisees in the whole country.

In addition to shaping the brand image and providing consumers with experience, Wu Zhichao, a male brand CEO, seems to be preparing for the next online and offline integration.

"In the future, O2O (combining offline business opportunities with the Internet, allowing the Internet to be the front desk for offline transactions) will become the mainstream shopping mode. Especially after the traditional brands are touching the net, the traditional brands with strong terminal advantages will inevitably choose the O2O mode that combines online and offline after they are familiar with the mode of network operation. This year, Amoy brands began to expand their offline channels, largely to pave the way for the next stage of O2O. Wu Zhichao said.

　　 "Going to Amoy" needs more attention to brand style building.

Reporter's notes

In the past, Amoy brands represented the only brand of online retail outlets, and rejected the brand of physical retail stores. They once relied on the two advantages of Taobao's traffic and their own low price, forming the online brand value. However, such brands rarely operate themselves as a real brand. Now, Amoy brands are gradually changing from the application of well-known trademarks to offline stores: when consumers are king, they are paying more and more attention to the consumer experience. If they do not start to find their own value orientation and redefine the brand, their commercial value and consumer groups will be greatly restricted. First brand image, then drive sales, perhaps short-term profit is slower, but in the long run, it has far-reaching significance.

Any brand will go through a stage of development. Amoy brand has opened up a new brand innovation and existence mode, but this does not mean that it can survive and develop for a long time. Faced with the traditional brand electric business breakthroughs, Amoy brands also need to learn from traditional brands and make up for the short board of systematic management in order to go further in the future.

Systematic management is the short place for the brand to compare with the traditional brand. Consumers buy products, and they are also qualities. Therefore, Amoy brands need to have strong R & D capability to support the diversified needs of consumers. At the same time, we need to optimize the management of supply chain to ensure the quality of products. In this sense, Amoy brand is bound to face the problem of brand upgrading and operation upgrading. Systematic management is a problem that many Quanzhou Amoy brands need to solve.

In fact, the success of the transformation and the brand recognition of many consumers have their own distinctive positioning characteristics, such as the Korean style of Han Du Yi house, the exotic character of cracking the silk and so on. The brand name of the Amoy brand is more distinctive than the traditional brand with popular characteristics, but this personality needs to persist for a long time, and it should be maintained through the continuity of brand continuity. Fortunately, Quanzhou's Amoy brands have already seen this craze. For example, Qingtian Tian insists on the small refreshing route, and PINLI focuses on the unique design with style.

As a marketing expert said in the interview, the Amoy brand should not only regard itself as selling products, but should be selling an experiential service. A good brand experience should contain three levels of thinking: from the establishment of brand image to brand awareness, advertising, promotion, and then to attracting and contacting consumers, the core of brand is service. "Service is provided by businesses, and experience is presented by enterprise planning; service is passively accepted by consumers, and experience is the integration and participation of consumers. This is a process from "push" to "pull" and then to "active participation".