On the way to brand protection, Chinese enterprises have not paid less tuition in recent years. When entering the international market, he was subjected to almost harsh intellectual property review or trademark rush registration, which made him miserable. Many enterprises have sold their products overseas for many years, but overseas trademark registration is often "slow". In recent years, China's well-known trademarks have been registered overseas in succession, not only the number has increased sharply, but also all over the world.
The protection of trademarks has a strict territorial principle, that is, trademarks can only be recognized and protected by a country if they are registered in that country and have the exclusive right to use registered trademarks. Trademarks play an important role in opening up and consolidating the international market. Once the trademark is rush registered, it means that the local market will be lost or the trademark will be recaptured at a great cost. Although China has joined the WTO for many years, there are still many enterprises that do not pay enough attention to intellectual property rights and have a weak awareness of trademark management and protection, resulting in the malicious rush registration or counterfeiting of some Chinese brands that have been established through decades or even hundreds of years of efforts overseas, which has caused significant losses to the intangible assets of enterprises, and has also brought serious obstacles to the development of the international market. Therefore, how to actively and effectively register and use international trademarks to expand the influence of brands on the international market is still an urgent problem for many domestic enterprises.
In order to improve the competitiveness of Chinese enterprises and promote the transformation of China's economy. In 2008, the State Council issued the Outline of the National Intellectual Property Strategy, emphasizing that intellectual property must be taken as an important national development strategy. On June 2, 2009, the State Administration for Industry and Commerce issued the Opinions on Implementing the Outline of the National Intellectual Property Strategy and Vigorously Promoting the Implementation of the Trademark Strategy.
The international financial crisis in 2008 fully demonstrated that the transformation of the economic development mode and the optimization of the economic structure have become the most prominent task of economic work. The impact of the international financial crisis on China's economy is, on the surface, an impact on the speed of economic growth, but in essence, an impact on the way of economic development. It is urgent to comprehensively judge the international and domestic economic situation and accelerate the transformation of the mode of economic development. Accelerating the transformation of the mode of economic development is a profound change in China's economic field, which is directly related to the overall situation of China's economy. The transformation of the mode of economic development requires the safety of trademarks and other knowledge.
From a big manufacturing country to a strong manufacturing country, from "Made in China" to "Created in China". Must comprehensively promote the implementation of trademark strategy
China has become a manufacturing power, but it is not yet a manufacturing power. According to statistics, China's output of more than 700 categories of products ranks first in the world, with toys accounting for 70% of the world, clocks and watches accounting for 70%, lighters accounting for more than 70%, footwear products accounting for more than 50%, DVDs accounting for 50%, color televisions accounting for 45%, household air conditioners accounting for 42%, textiles and clothing accounting for 42%, bicycles accounting for more than 60%, and motorcycles accounting for 48%, China's cement, steel and paper production also rank first in the world. However, among the three major links of product development, product manufacturing and product marketing, China's manufacturing industry mainly focuses on product manufacturing, while the two links of product development and brand marketing are still weak.
Take the glasses industry as an example, more than 60% of our glasses are sold abroad. The export price of a pair of glasses is $3~$5, but when glasses with brand logo are sold in foreign glasses stores, the price can reach $70~$300. Glasses of many well-known foreign brands are manufactured in the mainland of China, and the cost generally does not exceed 100 yuan, but the retail price of these glasses in the Hong Kong market is more than 2000 yuan. For manufacturing enterprises, the profit is shared on a pair of glasses for less than 10 yuan, but the gross profit margin of these glasses can reach more than 500%.
The root cause of this situation is that the product development and marketing of China's manufacturing industry are too weak, lacking its own core technology and independent brand. Some people say figuratively that manufacturing without design and brand is not called manufacturing. Due to the lack of core technology patents, 20% of the selling price of each domestic mobile phone, 30% of the selling price of computers, and 20%~30% of the selling price of CNC machine tools must be paid to foreign patent holders.
Jinjiang City, Fujian Province, is one of the largest shoemaking bases in China. Every year, 1 billion pairs of 7 billion pairs of shoes manufactured nationwide come from Jinjiang, but the price of Jinjiang's products in the international market is not high. Hundreds of millions of shirts can be exchanged for a Boeing airliner. Few brand products, low added value of products and low competitiveness of brands are common problems for Chinese enterprises. Countless examples show that if an enterprise does not have its own brand and marketing channels, it will be restricted by others, and it will be difficult to get rid of the position of kicking people for work.
Strictly speaking, the core of brand is trademark. Therefore, if we want to accelerate the adjustment of economic structure and move from a big manufacturing country to a strong manufacturing country, we must vigorously implement the trademark strategy. In the three links of the traditional manufacturing industry, in some non high-tech fields, we also took the initiative in the design and development links, but still can not reverse the passive situation. Why? Because we don't have our own famous brands and marketing channels, you can't sell your products if you go abroad. This means that it is very difficult to go out without brands and brands (trademarks) that we can call our own.
To strengthen China's ability to withstand international risks and improve its ability to sustainable development, we must vigorously develop the trademark strategy and promote the transformation of enterprise production mode. The financial crisis in the 2008's has had a great impact on China's economic development, especially for some processing and manufacturing enterprises, many of which even went bankrupt, but some of them are better off. This is because those enterprises have their own brands.
At present, China's export mainly depends on quantity, and the technological innovation and brand building of enterprises are lagging behind. Less than 10% of China's export products use independent brands, and less than 20% of import and export enterprises have independent brands. China's clothing exports account for 24% of the world's clothing trade, but its own brands are less than 1%. The international financial crisis has had a huge impact on the economic development of countries all over the world, and also on the economic development of China, especially on processing and manufacturing enterprises that rely on "three processing and one compensation". Practice has proved that in the international financial crisis, enterprises that can survive and even rise against the trend have independent innovation ability, independent intellectual property rights and core technology.
Today's era is already an era of brand competition. A famous brand is a symbol of strength of a country, a nation and a region. It marks the economic level and advanced productivity. To some extent, owning a brand means owning a market, which is the game rule of the brand era. In the current critical period of national economic transformation. Brand building is the only way for enterprises to develop in the long run. Brand building is the cornerstone of the development of all industries. Registering international trademarks to build famous brands with international influence is the only way.
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