In the first half of this year, there were 368 registered trademarks 1, 6 well-known trademarks in China and 1 trademark for geographical indications. At present, the number of registered trademarks, well-known trademarks, geographical indications, certification trademarks, collective trademarks and famous trademarks in Gansu Province is 8 times, 8.3 times, 3.6 times and 9.5 times that of/kloc-0 at the end of 2007 respectively. Tianshui City was named as a national trademark strategy demonstration city, and Lanzhou Huanghe Enterprise Co., Ltd. was named as a national trademark strategy demonstration enterprise.
Where is the Provincial Administration for Industry and Commerce? Trademark strategic development planning? It is proposed that by 20 15, the total number of registered trademarks in the province will reach 20 thousand, 50 well-known trademarks and 700 well-known trademarks; By 2020, there will be 30,000 registered trademarks, 100 well-known trademarks and 1000 well-known trademarks in the whole province. Gansu industry and commerce is making every effort to build a province with trademark characteristics.
Trademark strategy: creating regional development advantages
In recent years, the market has entered the era of brand competition. The quantity and quality of trademarks have become an important embodiment of a country or region's comprehensive strength and an important symbol to measure its technological innovation ability and economic competitiveness.
After in-depth investigation and combining with the actual situation in our province, the Provincial Administration for Industry and Commerce has formulated? Choose the best to help the strong and become bigger and stronger? Overall working ideas and three key points: First, vigorously cultivate characteristic agricultural trademarks. The unique climatic and geographical conditions in our province have bred excellent and high-quality agricultural products, and the industrial and commercial departments have vigorously developed them? Trademark rich peasants? Work provides a broad stage. Second, vigorously cultivate the trademarks of advantageous industries. Give full play? Old industrial base? Advantages in metallurgy, machinery manufacturing, biopharmaceuticals, national industries, etc. Seriously cultivate key trademark enterprises that are among the best in the country and have good development prospects. Third, vigorously cultivate emerging industrial trademarks. Around? The Silk Road? Give full play to the radiation-driven role of gold-lettered signboards, fully tap tourism resources, and actively cultivate characteristic trademarks that combine tourism with cultural industries. In a word, we will focus on cultivating and supporting leading enterprises in the industry, the sustained development of private economy trademarks, the rapid growth of agricultural products trademarks and service trademarks, and the revitalization and development of traditional characteristic trademarks to promote Gansu's realization? Selling raw materials? Arrive? Create a brand? A historic leap.
Focusing on the overall working idea of the strategy of strengthening the province with trademarks, the Provincial Administration for Industry and Commerce encourages local enterprises of agricultural and sideline products and superior products to use registered trademarks, helps enterprises to be familiar with the conditions and procedures for trademark registration, actively participates in the planning and design of registered trademarks, and gives them timely treatment, use, management and self-protection? A dragon? Guidance; Vigorously cultivate independent brands, actively guide and support enterprises to strive for well-known trademarks, geographical indication certification trademarks and collective trademarks; Timely remind enterprises to do a good job in trademark registration, renewal, change, transfer, use license filing and so on. , to avoid malicious cybersquatting of trademarks, or loss of intangible assets caused by extension, change and transfer.
Brand Strengthening Enterprise: Cohesing the Essence of Corporate Culture
The implementation of trademark strategy has mobilized the enthusiasm of the majority of market players to strive for brands. Well-known trademarks in Gansu Province and well-known trademarks in China have also brought vigorous development vitality and good economic benefits to market players.
Gansu Mogao Industrial Development Co., Ltd.? Mogao? In 2008, after the trademark was awarded the famous trademark in Gansu province, the company clearly proposed that the development of wine should be geared to the whole country? Top three? Catch-up strategy, planning the national market layout, accelerating development and expansion, and rapid growth of market sales. April 2009? Mogao? The trademark was recognized as a well-known trademark in China by the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce. The popularity and reputation of products have been further improved, the economic benefits of enterprises have been significantly improved, and the development momentum has become stronger.
While guiding market players to speed up the development of registered trademarks, industrial and commercial authorities pay special attention to revitalizing trademark resources and allowing loss-making enterprises? Reborn from the fire? . Xinyang Cement Plant in Maiji District of Tianshui City was established in 1986, which was produced by this plant? Shuitiange? Brand cement has a certain popularity in the same industry. In 200 1 year, due to poor management, the market share of enterprises dropped sharply and they were on the verge of bankruptcy. In addition, the original person in charge of the enterprise was unaware of the trademark, and the trademark was not renewed in time. Shuitiange? The trademark was cancelled. After being informed, Tianshui Industrial and Commercial Bureau not only provided on-site service, but also took the initiative to contact the Trademark Office of the State Administration for Industry and Commerce to re-register? Shuitiange? The trademark also led a foreign company to contract a factory, and the original enterprise invested in the trademark as an intangible asset. Do enterprises use it today? Shuitiange? Trademark, scientific management, effective use of trademark added value, enterprises embark on a virtuous circle. The person in charge of Xinyang Cement Factory said excitedly: A trademark saved an enterprise. ?
In order to help enterprises explore development ideas and find docking business opportunities, the industrial and commercial departments actively organize well-known trademarks and well-known trademark enterprises to participate? China Trademark Festival? 、? Western Union? 、? Western Trademark Protection Cooperation Association? And then what? International symposium on geographical indications in the Asia-Pacific region? And other large-scale activities, fully demonstrated the brand image of our province, and achieved good results.
Trademark Rich Farmers: Serving Modern Agricultural Economy
Gansu is long and narrow from east to west, with diverse geographical climate, which breeds many agricultural products with obvious characteristics. However, for a long time, farmers have mainly produced and sold in the vast rural areas, making it difficult for farmers to increase their income. Promotion by industrial and commercial authorities at all levels in the province? Company (agricultural organization)+trademark (geographical indication)+farmer? The new industrialized management mode has improved the added value of agricultural products and become an effective measure to increase farmers' income, promote rural economic development and realize agricultural industrialized management.
Linxia Hui Autonomous Prefecture Dongxiang Autonomous County is a poor area, but? Dongxiang grabs mutton? But it is famous far and near. Just by our province? Dongxiang grabs mutton? There are more than 400 enterprises in Benfu Road, with 20,000 employees and an annual turnover of more than 300 million yuan.
Dingxi Industrial and Commercial Bureau pays attention to cultivating local brands, and has instructed relevant market entities to apply for registration of more than ten trademarks such as Xindaping, Longshang Daping and Lujiagou, and four geographical indication certification trademarks such as Dingxi Potato, Longxi White Codonopsis, Longxi Astragalus and Minxian Angelica. Follow? Brand+team spirit? Based on the marketing strategy, Dingxi potato steadily occupied the markets in East China, South China and Southwest China, and gradually entered the international market.
Wuwei city? Ladder Mountain? Since it took root in Zhangyishan District, Liangzhou District, the brand Ginseng Fruit has not only thrived, but also picked for this hot land? China's hometown of ginseng fruit? Gold signboard. More than 2,000 local farmers and more than 8,900 people became rich by planting foreign fruits in greenhouses, with an average net income of 2 1 10,000 yuan per mu.
Ganzhou Branch of Zhangye City Administration for Industry and Commerce actively promoted the trademark rich agriculture project, and realized the characteristic agricultural and sideline products from? Carry a basket to sell? Where to? Brand building? Change. Eggs produced by Ling Jie Breeding Cooperative in Ganzhou District were low in price before registered trademark, and their sales were not smooth. Industrial and commercial cadres have visited and studied cooperatives many times and successfully planned and registered for cooperatives? Zijiazhai? Brand eggs and? Ling Jie brand? Hello, two brands? Zijiazhai? Brand eggs are nearly 1 USD per kilogram higher than similar eggs. The cooperative extends from 2 villages in 1 town to more than 40 villages in 8 surrounding towns, develops more than 600,000 laying hens and provides 65,438+1000,000 Jin of fresh eggs to the market every day. Egg products not only account for 30% of the market share in Zhangye, but also are exported to Xinjiang, Ningxia and other places.
Agricultural name? Trademark effect is releasing more and more dazzling brilliance in mobilizing the enthusiasm of farmers and agriculture-related enterprises and promoting the transformation of industrial advantages into economic advantages.