I hope this selection is not an end, especially for the time-honored enterprises in Jiangxi, it is a new starting point.
Jiangxi Youjia Food Company, which owns the brand of "Defuzhai", is a leading agricultural enterprise in Ganzhou. However, compared with other enterprises participating in the competition, it has a small economic aggregate, a long history, a small scale and a low reputation. Why can "Defuzhai" stand out among many time-honored enterprises with a history of nearly a hundred years or even hundreds of years? Identifying "Chinese Time-honored Brand" is the first task of the Ministry of Commerce to implement the "Revitalizing Chinese Time-honored Brand Project" in China since 2006. Because it is the first batch, the Ministry of Commerce has a very strict review, with special emphasis on the review of the old brand's own intellectual property rights, traditional culture and development potential. The Market System Construction Section of Ganzhou Municipal Bureau of Commerce, which is responsible for the selection of "Defuzhai", believes that the continuation of tradition in process quality and the courage to innovate in management concept and enterprise operation mechanism have made "Defuzhai" get rid of the weak competition of some old brands and have the conditions for revitalization and development, which is the basis for the selection of "Defuzhai".
Nankang Chili sauce was founded in the late Ming and early Qing dynasties, and has a production and sales history of more than 300 years. This product was first made and eaten by the people, and the processing method is relatively simple. After continuous improvement and perfection, it has become a delicious "salty Chili sauce". 19 15, Wang, the founder of "Defuzhai", collected the technical achievements of Nankang Chili sauce and introduced it into the China market, and won the gold medal of Panama International Expo that year, laying the foundation for "Defuzhai" as an old brand. 1936 Chili sauce produced by "Defuzhai" sauce garden won the first prize of special products joint exhibition held in Zhejiang, Jiangxi and Anhui provinces and cities. After the founding of the People's Republic of China, the brand was owned by Nankang Southern Food Company. In 1982, 1986 and 1990, "Defuzhai" Chili sauce won the "Jiangxi Quality Product" award for three consecutive years. 1995, "Defuzhai" Chili sauce was designated as "selected food" by the Great Hall of the People.
In 2004, after a food company in Jiangxi took over the brand, its modern enterprise management concept and operation mechanism injected new vitality into the "Defuzhai" brand. While the traditional craft of Defuzhai is inherited, it is constantly endowed with new elements of innovation and development. After several years of brewing and planning, Wu Youjia, the head of a family, formulated a development strategy of excavating Hakka traditional food series and integrating it under the banner of Defuzhai, and began to build the first brand of famous food in Jiangxi.
Defuzhai Jiangxi Province was selected as one of the 23 time-honored corporate brands. Among the unsuccessful 2 1 enterprises, there are many large-scale and time-honored enterprises, but some of them are stuck outside the threshold of the first batch of "Chinese time-honored brands" because of trademark problems. For the protection of the brand trademark of "Defuzhai", the operating enterprises and the local government have spared no effort. Although the brand has changed hands several times in history, the trademark "Defuzhai" has never been lost, but it has become louder and louder after a hundred years of wind and rain.
For a long time, the Nankang municipal government and people have an idea that "Defuzhai" is the "Defuzhai" of Nankang people, and "Defuzhai" is only "Defuzhai" if it takes root in Nankang. From the perspective of protecting local brands and local brands, the government requires that brands must be transferred locally in various restructuring and changes of enterprises owned by Defuzhai. In the mid-1990s, a famous food processing enterprise in Sichuan tried to buy this brand for 260,000 yuan, which was politely declined. In August 2004, Nankang Southern Food Company entered the bankruptcy auction procedure. In order to protect the time-honored brand "Defuzhai", Ganzhou Municipal Bureau of Commerce and Administration for Industry and Commerce took the initiative to get in touch with enterprises, provided legal consulting services for trademark intangible assets, and helped enterprises to publicly auction the trademark "Defuzhai" to the public through television announcements. A food company in Jiangxi won the bid at a price of 27,000 yuan. At the same time, the relevant functional units recorded and filed the changes, inheritance and honors of "Defuzhai", which provided detailed information for its selection. In this "China Time-honored Brand" selection, 67 brands including Quanjude and Daoxiang Village were selected in Beijing, and 10 brands including "Longchaoshou" and "Chenmapo" were selected in Chengdu Catering Company of Sichuan Province, but only two brands were selected in Jiangxi Province, which shows that the construction of time-honored brands in Jiangxi Province has a long way to go. Compared with Beijing and other places, there is a big gap between the economic strength and brand protection awareness of protecting time-honored brands.
According to incomplete statistics, there are hundreds of time-honored enterprises in Jiangxi * * *, and many enterprises and brands have a history of nearly a hundred years or even hundreds of years. However, most time-honored enterprises are in a difficult situation, and only a few enterprises are well-known in China. There are many time-honored enterprises that pay more attention to the completion of sales and profits in that year, and simply pursue short-term interests without long-term planning, which is easy to make enterprises develop backward, let alone sing famous brands.
The relevant person in charge of the Jiangxi Provincial Office of Domestic Trade expressed the hope that the time-honored enterprises in Jiangxi can really pay attention to the cultural heritage and historical connotation of the brand, and pay attention to sorting out and collecting information while improving their operations and expanding their enterprises, so as to carry forward the time-honored enterprises. It is understood that for those declared enterprises that have not been recognized due to incomplete application materials, the business department will strengthen the guidance on enterprise declaration in the future and strive to identify qualified old brands in three years.