In Shucheng County, Anhui Province, Dabie Mountain area, Anhui Hanwen Sporting Goods Co., Ltd. (hereinafter referred to as Hanwen Sporting Goods Company) gallops like a fine horse on the "grassland" of domestic and foreign sporting goods industry. "Under the guidance of the industrial and commercial departments, we will actively implement the trademark brand strategy, cultivate trademarks as children, and strive to incite the great development of enterprises with small trademarks." Qiu, chairman of sporting goods company, said.
Today's Korean Sporting Goods Company is a well-known enterprise with an annual output value of over 50 million yuan. China's badminton, rackets and other sporting goods sell well in more than 20 provinces, autonomous regions and municipalities, and are exported to Southeast Asia, the Middle East, Northern Europe and other regions.
Behind the glamour is hard work. In the late 1990s, the planned economy was transformed into a market economy, and Qiu, who once managed a state-owned enterprise with nearly 10,000 people, left. That year, he fell into depression, sometimes sitting in his yard for hours, constantly thinking about his way out.
After working for others for two years, Qiu was unwilling that his ambition could not be displayed. In July 2004, he took out all his 30,000 yuan, and raised 500,000 yuan from all sides by virtue of his good reputation, and founded his own enterprise-Shucheng Korean Sporting Goods Co., Ltd. (now the predecessor of Korean Sporting Goods Company) in his hometown. In this way, Qiu led a dozen laid-off villagers to start businesses.
Time flies, and more than a dozen spring and autumn years have passed. At present, China Sporting Goods Company has jumped from an unknown workshop to a listed company, creating its own "China Speed" and "China Miracle".
On the road to entrepreneurship for more than ten years, Qiu has always been innovating products and building brands. In his words, innovation is the internal strength of an enterprise, and brand creation is the word-of-mouth of a product, just like two wheels of a car and two wings of a bird.
Qiu, who is determined to make the enterprise stronger and bigger, has a strong sense of trademark-whenever a new product is successfully developed, he will design and apply for a registered trademark for it at the first time. Therefore, although the establishment of Korean Sporting Goods Co., Ltd. is not too early, it has created three "firsts" among enterprises in the same industry in the county in terms of trademarks: it has 26 registered trademarks, ranking first in number; Has the largest number of famous trademarks in Anhui Province; Take the lead in applying for registration of Madrid international trademark.
In Qiu's view, although the trademark logo is small and accounts for a small proportion in the whole product packaging, it is the "eye" of the product and plays the role of "identifying the brand and shopping guide". To this end, Korean Sporting Goods Company incorporated the trademark brand strategy into the overall development strategy of the enterprise and earnestly implemented it. On the one hand, the company establishes and improves the trademark management system, and strictly controls the use of trademarks, the printing of logos and the destruction of abandoned trademarks; On the other hand, trademark knowledge publicity and education activities are often carried out, so that all employees can firmly establish the brand awareness of "it is easy to smash cards but difficult to cultivate".
After careful cultivation, Hanwen Sporting Goods Co., Ltd. has now formed a trademark cluster with Chinese trademarks as the mainstay and other trademarks as the supplement. In terms of specific use, the company pays equal attention to "parent trademark" and "sub-trademark", and uses different brands according to different product quality, sales area and market demand, thus realizing the diversification of brand development and consolidating the brand development potential.
Qiu believes that the lowest level of implementing trademark brand strategy is to "own" the trademark, that is, to apply for registered trademark; The higher level is how to make a registered trademark "famous", and to make a trademark "famous" must be guaranteed by product quality.
As early as the beginning of the business, Korean sporting goods company put forward the slogan "Only with excellent quality, the brand will flourish". Qiu recalled that at that time, in order to hire skilled employees to produce high-quality products, he stayed in front of a foreign-funded enterprise producing badminton rackets in Dongguan, Guangdong Province for a week. Through "reconnaissance", he learned that the technical directors of six or seven processes in the enterprise were all from Anhui and were planning to return home. Therefore, Qiu hit it off and sincerely invited the urgently needed talents. Today, they have become the main force supporting the development of the company.
In order to improve the core competitiveness of the brand, Qiu always regards technological innovation as the soul of enterprise development. Hanwen Sporting Goods Co., Ltd. actively took the road of "Industry-University-Research" cooperation, jointly established a carbon fiber technology research institute with Hefei University of Technology, and took the lead in developing high-tech products such as carbon fiber rackets in China. In recent years, it has obtained 85 national patents. In addition, Qiu was proud that sporting goods companies were invited to participate in the formulation of national standards for badminton rackets and tennis rackets.
"Innovation, brand creation and entrepreneurship are always on the road, only when they are carried out and not completed." Qiu said that this sentence will be given to entrepreneurs and will also apply to the future of him and sporting goods companies.
What a brand needs is not traditional creation, but more innovation. Creating a brand is particularly important. No matter how hard you try, you still need a good direction, which is positioning and innovation. Do you also feel this way about the trademark feelings on the road to entrepreneurship?