Trademark strategy makes Qinghai brand more "shiny"

Brand is an important symbol of the comprehensive economic strength of a country and region, and brand awareness reflects the public's recognition of enterprises.

Because it is not only the symbol of quality, the passport of market, the support point of industry, but also the condensation of enterprise intellectual property rights and the concentrated expression of cultural connotation. It is the organic unity of commodity popularity, reputation and integrity. When you realize. Brand? Infinite power, enter? Thirteenth Five-Year Plan? , to? Trademark enhances value and brand drives development? Qinghai province, as the main line, is also working? Increment, appreciation, going out? what's up Strong brand? Whip the horse to catch up on the way?

Since 2002, Qinghai Salt Lake Potash Co., Ltd. Salt bridge? Qinghai Sesshū Tōyō Sanrong Group trademark? Sesshū Tōyō? Trademarks have successively won well-known trademarks in China, and well-known trademarks in China have broken through, and Qinghai Province has begun, and the province's trademark strategy has entered a new development period.

Three squares? Brand building goes hand in hand.

In recent years, our province has promoted around the provincial party Committee and the provincial government. Strong brand? Strategic deployment, adhere to the principle of brand priority and gradient promotion, based on expanding the total number of registered trademarks, focusing on creating Qinghai famous trademarks and China famous trademarks, increase the intensity of trademark brand cultivation, and comprehensively promote the implementation of trademark brand strategy.

According to the data from the provincial industrial and commercial departments, by the end of 20 15, the number of trademark registration applications in Qinghai Province has exceeded 2,000 for five consecutive years. At present, * * has registered trademarks 129 18, including 43 well-known trademarks in China, 75 well-known trademarks 175 in Qinghai, and 33 registered geographical indication certification trademarks. Among them, 2,936 trademarks were successfully registered in only 20 15 years, an increase of 40.2% compared with the end of 20 14.

With the policy guidance and financial support of the provincial party committee and the provincial government to vigorously develop characteristic industries and cultivate independent brands, Qinghai brands have blossomed, and product brands with unique regional characteristics have sprung up like mushrooms after rain. The number of registered trademarks in the province rose from several hundred to several thousand 18 years, 1000 to 5,000 13 years, and it took only four years to rise from 5,000 to 10000.

Qinghai Yijia National Clothing Co., Ltd. has developed from a little-known family workshop-style processing factory to one of the largest Muslim products and national clothing development and production enterprises in the world, and its sales companies have advanced into Saudi Arabia, United Arab Emirates, Pakistan and other countries and domestic provinces and cities.

Kunlun Mountain mineral water dedicates the best glacier snow water in natural mineral water to consumers who pay more and more attention to safety and health.

20 15 in order to promote the trademark brand strategy, the provincial administration for industry and commerce selected enterprises with plateau characteristics, certain scale and broad development prospects from the famous trademark enterprises in Qinghai Province to provide one-on-one tracking service. It was finally reported. Jinta? Highland barley wine? White camel? Muslim meat products? Green Jay? Egg bird? Chaerhan? Salt? Kumi？ Eight pieces of Tibetan medicine were approved as well-known trademarks in China. Three squares? Adding a new army in the first battle greatly enhanced the market competitiveness of Qinghai brands.

At the same time, combined with the Implementation Opinions on Further Promoting the Brand Strategy of Agricultural and Livestock Products Trademarks and Geographical Indications in Qinghai Province, the Provincial Administration for Industry and Commerce and the Provincial Department of Finance jointly issued the Measures for the Administration of Special Funds for Brand Building and Development in Qinghai Province, which further increased the support for trademark registration of agricultural and livestock products, which was unknown in many places in Qinghai in the past? Green, natural and pollution-free Agricultural and livestock products, the first time from the folk to Qinghai trademark geographical indications? Elegant hall? .

Only in 20 15 years, the province applied for registration of agricultural and livestock products trademarks 1660, accounting for 42.3% of the total number of applications in the province; At present, the province has 4 159 trademarks of agricultural and livestock products, an increase of 76.2% over 20 14.

In view of the above trend, Zhu, deputy director of the commodity advertising supervision and management department of the Provincial Administration for Industry and Commerce, believes that the current trademark registration and application for geographical indication certification are not simply self-protection, but should be regarded as a resource, which is actually the core key point of industrial sustainable development. ?

Brand commodity promotion conference: the medium of going out

Are you online? 20 16 Hangzhou Promotion Conference of Qinghai Brand Goods? In fact, Qinghai's yogurt, miscellaneous grains products, beef jerky and so on. Very popular and sold out;

Large supermarkets, specialized farmers' markets and e-commerce companies are all from the Qinghai-Tibet Plateau? Green, natural and pollution-free Agricultural products, showing great interest, are willing to provide the most favorable conditions and the best treatment support? Made in Qinghai? Enter the Zhejiang market;

The quinoa of Golmud Ice Planting Co., Ltd. won a big bill of 85 million yuan at the promotion meeting, which enhanced the confidence for the subsequent development of the enterprise?

Hangzhou, located in the sub-center of the Yangtze River Delta, is also the e-commerce capital of China. For branded goods in Qinghai, it is an ideal place to tap domestic and foreign markets and promote Internet marketing. The promotion meeting is to use the unique geographical advantages of Hangzhou to promote beautiful Qinghai and characteristic brands to the whole country with Qinghai brand goods as the medium. ? Qi, deputy director of the Provincial Administration for Industry and Commerce, summed up the original intention and harvest of this year's promotion meeting.

Up to now, hundreds of Qinghai enterprises have settled in Taobao, JD.COM and other online shopping platforms, which have been well realized through online promotion and online sales? Small bag out of the province? And then what? Seasonal sales? Among them, industry and commerce, agriculture and animal husbandry, commerce and other departments have contributed.

Since the promotion meeting in Shanghai in 2009, the provincial industrial and commercial departments have carefully selected the promotion sites every year. In the past seven years, there will be more? Made in Qinghai? 、? Made in Qinghai? Take it out and make the Qinghai brand that was not well-known in the past become? Gold signboard? Let more enterprises outside the province get close contact with Qinghai's characteristic products, expand Qinghai's foreign exchanges and cooperation, and further stimulate the confidence of going abroad. The promotion conference will enable Qinghai enterprises to develop from simple commodity promotion to brand promotion, from simple commodity trading to supermarket docking and even Internet sales, and from single product trading to win-win cooperation.

Brand promotion meeting is becoming a way for Qinghai enterprises to go global and develop? South window? 、? Highway? 、? Booster? .

Protecting the exclusive right of trademark: making the brand brighter

Some time ago, many highland barley wine enterprises in the province were suspected of infringement and counterfeiting? Huzhu highland barley wine co., ltd? The complaint case was settled. There are 14 products from large manufacturers on the market, which are suspected of counterfeiting? Huzhu highland barley wine co., ltd? what's up Brocade and colorful help each other? 、? Highland barley wine? And other major products. The packaging, decoration and design style of the fake highland barley wine are very similar to the main products sold by the complaining enterprises, which is suspected of unfair competition. This kind? Next to the famous brand? Behavior, so that the province's industrial and commercial departments in recent years to give more powerful protection of trademarks.

According to incomplete statistics, from 2005 to 20 14, the province's industrial and commercial system investigated and dealt with 7850 cases of infringement of trademark exclusive rights, including 2 195 cases of infringement of well-known trademarks, accounting for 28% of the total number of cases investigated and dealt with; The total value involved is 59010.9 million yuan, including 20.85 million yuan of well-known trademark infringement cases, accounting for 36% of the total value involved; A total of 6.74 million yuan was paid, including 2.46 million yuan for infringement of well-known trademarks, accounting for 37% of the total fines. 685 dens of counterfeiting, hiding and selling fakes were destroyed, involving 382 cases of infringement of well-known trademarks, accounting for 56% of the total.

If Qinghai wants to occupy a place in the market competition at home and abroad, it must build a weighty brand, and the well-known trademarks it already owns should pay more attention to the protection of trademark exclusive rights and protect the value of this hard-won intangible asset. Enterprises must abandon the habit of OEM for others and avoid having no independent trademarks, and eventually the market will become narrower and narrower. Brand economy? The road to development is getting farther and farther away. ? The staff of Shangguang Office of the Provincial Administration for Industry and Commerce often remind business owners in this way.

Following the above ideas, Qinghai 20 16 will continue to move forward? Strong brand? Strategy, firmly grasp the development direction of low carbon, recycling, ecology, green and agglomeration, and accelerate the cultivation of a number of leading brands of modern ecological agriculture and animal husbandry with the characteristics of Qinghai Plateau around the top ten agricultural and animal husbandry industries such as rapeseed, potatoes, vegetables, Chinese and Tibetan medicines, special fruits, beef and mutton, and cold water breeding; Combination? Hundreds of innovative projects? And then what? Thousands of small and micro enterprise cultivation projects? In the fields of new energy, new materials, biomedicine and other small and micro industries, efforts should be made to cultivate a number of brands leading emerging industries and brands with fresh vitality for small and micro enterprises? Strive to reach more than 20,000 registered trademarks nationwide, 50 well-known trademarks in China and 250 well-known trademarks in Qinghai by 2020.