'Yuliang' noodles sadly disappeared on the 19th. The winter sun brought a sense of warmth to people. On Gong'an Road's Grain and Oil Street, Zhang Ming (pseudonym), the owner of the grain and oil store, sat in his shop. I read the day's newspapers at the door, waiting for business to come to my door. ‘Boss, do you have Yuliang noodles here? ’ ‘Yu Liang? ’ Zhang Ming raised his head and looked at the reporter doubtfully through the round lenses, ‘Few people buy Yuliang now. It was not possible five or six years ago. ’ What happened to make the once popular Yuliang noodles slowly fade out of the Huangshi grain and oil market? Another female boss, Cheng Dongmei (pseudonym), who has been in the rice and noodle business for more than ten years, told reporters that this "Yuliang" is no longer the same Yuliang. ‘Do you want to buy original Yuliang noodles? ’ Cheng Dongmei pointed to the street, ‘There are several specialty stores selling directly from manufacturers, but they are no longer called Yuliang. They are now called Xinmai. Xinmai noodles are the original Yuliang noodles. ’ In 2007, the ‘Yuliang’ noodle trademark was successfully registered with the Industrial and Commercial Bureau by a dealer named Chen of the original Yuliang Group. Yuliang Noodles was forced to change its name to Xinmai. There are still Yuliang noodles on the market, but they are all processed by small workshops from other places. Both the quality and taste are different from the original ones, so the market is not good. Big grain and oil stores like the Grain and Oil Street no longer stock them. The bosses of the Grain and Oil Street are very secretive when it comes to Yuliang Noodles and are unwilling to talk about it. Without exception, their faces look regretful. ‘I used to eat Yuliang noodles all the time. In 2017, Yuliang Noodles carried the memories of old Huangshi people. ’ Tian Li, deputy section chief of the Trademark and Advertising Section of the Municipal Administration for Industry and Commerce, shook her head slightly when talking about ‘Yu Liang’. Tian Li was full of regrets for Lao Yuliang, both professionally and personally. The once-famous Yuliang Noodles had an annual sales volume of more than 4,000 tons before the squatting incident, accounting for most of the Huangshi noodle market. More importantly, this 17-year-old brand is also a brand in the Huangshi grain and oil processing industry. In 2002, the "Yuliang" noodle packaging obtained the design patent; in 2005, the "Yuliang" trademark obtained the trademark of Hubei Province. However, the squatting incident in 2007 broke the upward momentum of Yuliang Noodles. Due to the change of trademark ownership, Xinmai Company was forced to stop using the packaging of ‘Yuliang’ brand noodles and replaced it with the new trademark name of ‘Xinmai’. The sales volume of ‘Xinmai’, which appeared with a new face, is not optimistic, and ‘Yuliang’ noodles, which are not produced by themselves, have become their biggest rival. In October 2007, the sales volume and sales volume of the renamed 'Xinmai Noodles' dropped significantly. In November, the sales volume was only 147.915 tons, and the sales volume was 342,206 yuan, which was a full decrease from the same period in 2006. half. Times have changed. Five years later, the Xinmai people have regrouped and the factory in Xingang Logistics Park is under construction. However, the Xinmai people are still unwilling to talk more about the pain of 2007. The take-off of ‘Shuangfeng’ cable. Compared with the secrecy of the parties involved in the ‘Yuliang’ trademark incident, Shu Xuejun, assistant to the general manager of Hubei Aerospace Cable Co., Ltd., smiled when talking about the trademark. “The acquisition of the trademark is the first real honor for our company, and it is also a major breakthrough for the company to actively implement its brand strategy. 'Shuangfeng' is a brand of Hubei Aerospace Cable Co., Ltd. Currently, the company has 3 registered trademarks, namely 'Shuangfeng', 'Anrui', and 'ANRAD', among which 'Shuangfeng' It has even been recognized as a trademark. ‘It is a trademark with a high reputation in the market. The rapid development of enterprises such as Jinpai, Melya, Huaxin, Dongbei and Shanli relies on the trademark and brand effect. 'Jiang Jian, director of the Municipal Administration for Industry and Commerce, told reporters that the role of trademarks is to enjoy stronger legal protection: not only to protect the exclusive right to trademarks within the scope of the trademark registration, but also to prohibit others from using it without authorization in other related fields. This trademark can enjoy more courtesy in all aspects of trademark disputes; it is not only protected in the trademark field, but also in other fields such as corporate names and Internet domain names. 'This will greatly increase the value of the trademark's intangible assets, and at the same time effectively prevent others from 'free-riding', laying a solid foundation for enterprises to adopt diversified development and widely use core brands in multiple production and service fields when the time comes. ’ Jiang Jian said. Brand building has brought tangible benefits. The business scale and total profits and taxes of Hubei Aerospace Cable have been growing at an average annual rate of more than 30% for three consecutive years. In addition to the support of high and new technologies, trademarks also play a significant role in this. ‘There are more than 200 cable companies in Hubei Province. We are not the largest, but we have an advantage in the competition.
'Shu Xuejun revealed that some bidding fairs now even set whether it is a trademark as the threshold for bidding. Without this brand, people will not let you in. As a wire and cable manufacturer in Hubei Province that has won the title of China, Hubei Aerospace has the capital.' Smiling and proud'. ‘From traditional sales in the past to modern brand marketing, if an enterprise wants to develop better and faster, trademark is an indispensable core competitiveness. ’ Shu Xuejun said. Enterprises all need a trademark. The two scenes of tragedy and comedy in shopping malls, "Yu Liang" and "Shuangfeng", reflect the difficult situation in which enterprise trademarks in our city are faltering. On the one hand, the trademarks of large enterprises such as Jinjiu, Melya, Huaxin, and Dongbei have long been well-known in the industry; on the other hand, many small and medium-sized enterprises in Huangshi have weak trademark awareness. Some places have not yet registered them, and many have registered them. However, due to the lack of a far-reaching trademark strategy, the brand had to pay tuition fees again and again. 'Our city ranks fourth in the province in terms of the number of trademarks it owns. However, compared with cities such as Wuhan, Yichang, and Xiangyang, there is still a big gap in the total number of registered trademarks, geographical indications, and agricultural product trademarks in Huangshi. There is still a big gap in the progress of trademark strategy. Must speed up. ’ Talking about the development status of Huangshi trademarks, Jiang Jian, director of the Municipal Industry and Commerce Bureau, has a clear understanding. Statistics show that as of the end of June this year, there were 81,858 market entities in the city, but there were only 2,638 valid registered trademarks. The number of trademarks accounted for 3.16 of the total number of market entities. An average of 32.4 market entities owned 1 trademark, and Jinjiu and Meier The registered trademarks owned by the four enterprises of Ya, Huaxin and Dongbei account for 30.3% of the city's registered trademarks. This shows that there are still a considerable number of enterprises in our city that do not have their own trademarks and are far from meeting the requirement of 'one enterprise, one standard'. ’ Jiang Jian said. ‘The Huangshi trademark is not developing rapidly, mainly due to the weak trademark awareness of enterprises. 'Jiang Jian said that Huangshi is a raw material resource-based city, and most of the company's products are supplied or matched to fixed manufacturers or customers. Because the product quality and popularity are high, the sales targets and sales market are relatively stable, and whether there is a brand or not is very important to the company. There is no decisive impact on operations in the short term, which objectively results in some companies not paying enough attention to trademark creation. Under the baptism of the market, enterprises began to gradually pay attention to and establish trademark awareness, and the government also took action. On November 20, the municipal government's "Opinions on Implementing Trademark Strategy to Promote Economic Leap-to-Leap Development" was officially issued, and a Huangshi City Trademark Strategy Implementation Leading Group was established consisting of 11 departments, with the mayor personally serving as the leader. The "Opinions" proposed to actively strive to become a "trademark strategy demonstration city" and strive to have more than 2,000 new trademark registration applications in the city by the end of 2015, with the total number of registered trademarks exceeding 5,000, including more than 300 new registered trademarks for agricultural products. The total number of administratively recognized trademarks in the city reaches more than 15; the total number of trademarks in Hubei Province is more than 80; the number of well-known trademarks in Huangshi City is more than 150; and the city's geographical indications are more than 5. The government will allocate special funds to reward famous brand enterprises. For enterprises that have newly acquired trademarks, registered geographical indications, Hubei Provincial Trademarks, and Huangshi Famous Trademarks, they will be awarded a one-time reward of 500,000 yuan, 100,000 yuan, and 100,000 yuan, respectively. 50,000 yuan, 10,000 yuan. The implementation of the trademark strategy will help Huangshi gradually get rid of resource dependence and use the trademark strategy to help Huangshi's economic development.
Reporter’s Notes: Trademark awareness determines the rise of cities. As a mark that distinguishes the sources of different goods or services, trademarks are an important tool for companies to develop markets. The total number of registered trademarks, especially the number of well-known trademarks, is an important indicator of a region's economic development level and core competitiveness. ‘There are less than 3,000 registered trademarks in Huangshi, only 100,000 in Hubei Province, and 170,000 in Wenzhou, Zhejiang. ’ What Liu Quan, a professional trademark professional in our city, said is undoubtedly a good footnote on the relationship between trademarks and economic development. For a long time, most small and medium-sized enterprises in our city have focused on product quality and often turned a blind eye to the role of product trademarks. It is precisely because of the weak trademark awareness that many tragedies and comedies have been staged in Huangshi's shopping malls. A few years ago, the local "Yanyangtian" hotel in Huangshi was doing a booming business. Although it had its own system in terms of management and dishes, it was sued by Wuhan's "Yanyangtian" because the trademark name belonged to someone else. In desperation, the hotel had to be renamed "Yanyangtian". His name. Huangshi's entertainment city "Melody" had the same store name as the already registered Beijing "Melody" and had to change its name.
There is also the 'Tieliu' photo studio. When the business is booming, it is discovered that the 'Tieliu' trademark has been registered by others. Every enterprise's hope has been aborted, which has brought about the fetters of the progress of the entire city. This time our city The promulgation of the "Opinions on Implementing Trademark Strategy to Promote Economic Leap-to-Leap Development" will undoubtedly play an extremely important role in promoting the trademark awareness of Huangshi enterprises. In the modern economic development trend in which enterprises set standards, second-rate enterprises make brands, and third-rate enterprises make products, when enterprises truly complete the process from the awakening of trademark awareness to the transformation of intellectual property rights into a kind of wealth, the rise of cities is also imminent. In front of you.
Trademark maniac Liu Quan and Qin Qiong sell horses, Yang Zhi sells knives, Liu Quan sells trademarks’, this is Liu Quan’s advertisement for himself. A few days ago, when the reporter had a close encounter with this Huangshi cultural celebrity and trademark maniac, he was busy celebrating the establishment of the long-planned ‘Hubei Promotion of Cultural Development Co., Ltd.’. Liu Quan's new company's business covers dozens of categories such as celebration etiquette, wedding photography, cultural exhibition planning, and cultural works auctions. Does such a diverse business mean that you no longer focus solely on trademarks? ‘All my new attempts are to persevere better. ' Faced with the question, Liu Quan laughed and said. 'My name is my trademark. ’ In 1999, Liu Quan applied to register his name ‘Liu Quan’ with the Municipal Industrial and Commercial Bureau. After approval at all levels by the industrial and commercial administration departments at the provincial, provincial and municipal levels, he was successfully registered the next year. After receiving the trademark registration certificate, Liu Quan immediately opened a photo studio, using his registered name "Liu Quan" as the name of the photo studio. Regardless of whether it is a large-scale film festival, autograph signing, or external event, he always uses the registered "Liu Quan". Another chance. In 2004, Liu Quan's eyes lit up when a news article in the magazine "A 23-year-old Henan girl made an astonishing fortune by 'playing' with a small trademark". Can trademarks still be bought and sold? Liu Quan has had an indissoluble bond with trademarks ever since. Things are not as simple as Liu Quan thought. There are multiple procedures for registering a trademark, and each procedure requires different fees. It costs more than 2,000 yuan to register a trademark. I took out my family's money one by one and got back the registered trademark certificates one by one. For the trademark, he spent millions of dollars in 8 years and even sold his photo studio. At the time of crisis, Liu Quan tearfully wrote "Song of Borrowing Grain to Survive the Famine": The rice and green wheat on the ridges are half yellow, and his wife and children at home are already in famine. The photo studio is demolished and the rich are cut off, while good friends help the poor. It's difficult to borrow money if you don't have the guts to come to the door, and the rewards will be determined based on the amount. When the time comes to settle accounts after autumn, I invite you to talk about the vicissitudes of life over wine. Despite this, Liu Quan still firmly believes that the more than 200 trademarks he has successfully registered are worth tens of millions, and he is now just a poor family guarding a treasure worth tens of millions. In fact, it’s not that no one bought the trademarks. For example, Liu Quan’s bid for the four “good start” trademarks was 1 million, but the buyer’s bid was only 100,000, which was far from what he expected, so Liu Quan never made a move. More and more people see Liu Quan pricing his trademarks at such a high price during the contact process. When they shake their heads and leave, they always say: 'Liu Quan is a madman! ’ ‘As Chinese people’s awareness of intellectual property protection increases, the spring of trademarks will soon come. ’ Liu Quan has always been confident in his trademarks. In his opinion, the demand for trademarks is mainly concentrated in enterprises in economically developed areas such as Jiangsu and Zhejiang, as well as foreign enterprises preparing to enter the Chinese market. As long as the economy improves, his spring will not be far away. Cheng Qiong, chief of the Trademark and Advertising Section of the Municipal Administration for Industry and Commerce, fully affirmed Liu Quan's persistence. Cheng Qiong believes that what cannot be ignored is that trademarks cannot exist independently of goods and companies. Trademarks in the popular sense condense corporate culture, product quality, and corporate management levels. Once these are omitted, trademarks will lose their own value. , 'trademark' will cease to be a trademark. ‘Now Liu Quan is also aware of this problem. He now starts by promoting the trademark atmosphere, publicizing the importance of trademarks to enterprises, designing their trademarks, helping them register, and guiding them in their use. ’ Cheng Qiong said that Liu Quan’s ‘transformation’ was a true understanding of the meaning of trademarks, and he spread his advanced ideas to drive the healthy development of Huangshi’s trademark industry. ‘Get started first, then talk about it. There is always hope for the next step. ’ Although there is a long road ahead, Liu Quan still chooses to wait for the dawn of light in suffering.