International market competition analysis report.
Strengthen the consciousness of trademark protection and participate in international market competition
Abstract: As an important weapon for enterprises to participate in market competition, trademarks are a symbol of commodity taste and quality, and a symbol of corporate image and reputation. Only by strengthening the awareness of trademark protection and actively participating in international market competition can we create more world famous brands.
[Keywords:] trademark brand-name trademark protection
In today's society, trademark is no longer a symbol of commodities in the original sense, but an important weapon for enterprises to participate in market competition, a symbol of commodity taste and quality, and a symbol of corporate image and reputation. China is a consumer market with a population of 65.438+0.3 billion, but there are few internationally renowned brands like Coca-Cola and Mercedes-Benz. China has a world-famous food culture, but it lacks restaurants such as McDonald's and KFC all over the world. None of the top ten well-known trademarks in the world is a China brand. Why is it so difficult for China famous brands to go global?
First, the implementation of brand strategy problems
1. Weak legal awareness of trademarks
The basic conditions of famous brand strategy are products and trademarks. Internationally, trademarks are recognized as the most important intellectual property rights, especially brand-name trademarks. Multinational companies and many well-known enterprises regard brand-name trademarks as national treasures and take all possible means to protect famous brands. What is disturbing is that some enterprises in China do not pay enough attention to brand-name trademarks. They only pay attention to profits and are busy with production and business activities all day, ignoring or even ignoring the importance of trademarks. Only after the products that I produced and operated were booming, did I find that the brand I worked so hard to create was squatted by others, and the developed market was handed over to others. Over the years, the examples of well-known trademarks registered by domestic enterprises are shocking: "Dabao" was registered by a Dutchman in the United States, Britain, the Netherlands, Belgium and Luxembourg; Dukang wine and Longjing tea are registered in Japan. Changhong TV is registered in Thailand ... According to incomplete statistics, more than 80 trademarks in China are registered in Indonesia, and nearly 100 trademarks are registered in Japan. An Australian businessman registered 180 famous trademarks in China within one year! Faced with the embarrassment and helplessness of registering a trademark, China enterprises have to use huge sums of money to win back the right to use the trademark, or rebuild themselves, create a new reputation, or give up selling goods in this country or region. No matter what choice you make, the enterprise will pay a high price and cause irreparable losses.
2. The expansion and diffusion of well-known brands
Some enterprises blindly expand the scope of trademark use without considering the quality of products, or license many enterprises to use them themselves, which damages the reputation of trademarks and causes the depreciation of well-known trademarks. For example, famous brand products such as "Zhenjiang balsamic vinegar" and "Dezhou braised chicken" can easily obtain considerable trademark license fees by selling "old brands" through joint ventures and allowing other enterprises to use local names; Tianjin Goubuli Corporation once put forward the slogan of developing 100 branches every year. The uncontrolled development of branch stores has led to irregular product management, and a strange phenomenon has emerged. Any restaurant can buy a "Goubuli" signboard as long as it can pay a license fee of 10000 yuan.
3. Counterfeit and shoddy products infringe trademarks
According to the estimation of the State Administration for Industry and Commerce, the annual market circulation of fake and shoddy products in China is 300 billion yuan. A steady stream of counterfeit famous brands is impacting genuine products, making famous brand enterprises complain. According to the relevant data, no less than 1.200 tons of fake maotai enter the market every year, worth 400 million yuan; "Hongtashan" cigarettes, fakes in the market have accounted for 30% ~ 50% of sales, and fakes have accounted for 70% of the total sales of Hongtashan in the main sales places of Hongtashan. Surrounded by counterfeit products, some enterprises spend money on how to improve anti-counterfeiting labels, and even pay for anti-counterfeiting by themselves, which seriously restricts the development of famous brand products in China and damages their image and reputation. Some enterprises were not defeated in the fierce competition, but were defeated by fake and shoddy products.
4. Foreign businessmen steal famous brands from China.
Many well-known brands in China are either in the sunset or in the "cold palace" because they don't pay attention to protecting the exclusive right to use trademarks of joint ventures. For example, "Meijiajing" brand cosmetics used to be a well-known brand in China, but after the joint venture was invested at a discount of 6.5438+0.2 million yuan, it was immediately put in the cold shoulder and replaced by "Mei Lu Chen Zhuang". The advertisements that catch our eyes every day are Rejoice, Head & Shoulders, Shufujia and Amigues Ni, all of which are joint venture foreign brands, while the names and commodities that Chinese people are familiar with and like are decreasing or even disappearing.
All these drawbacks have hindered the development of China's trademark industry to a great extent. With the acceleration of economic globalization, China will face more intense market competition challenges. Therefore, it is an urgent and realistic task for China enterprises to raise their awareness of trademark self-protection and build China brand.
Second, the way to implement the famous brand strategy
1. Strengthen the awareness of trademark protection and be familiar with trademark protection rules.
A country does not have a number of internationally renowned enterprises, and an enterprise does not have a well-known brand in the international and domestic markets. In the increasingly fierce market competition, it can only be in a passive position and always fall behind others. Therefore, a correct awareness of trademark protection can guide enterprises to implement effective trademark strategies, formulate correct trademark development plans, and produce brand-name products that are truly marketable, so as to seize the market and gain benefits. Whether trademarks can be effectively protected determines the success or failure of enterprise production and operation in a certain sense. To strengthen trademark protection, we must first be familiar with trademark protection rules. We should be familiar with not only the trademark protection rules in China, but also the international rules for trademark protection. Because only when you are familiar with the rules of trademark protection can you consciously abide by the rules of trademark protection and avoid intentionally or unintentionally infringing on the trademark rights of others and causing unnecessary losses to yourself because you don't understand the rules. Only by being familiar with the trademark protection rules can we actively use the trademark protection rules to crack down on trademark infringement and fully safeguard our legitimate trademark rights and interests.
2. Attach great importance to trademark strategy and improve product quality and reputation.
(1) We should stick to the strategy of registering before using. If the trademark of an enterprise is used first and then registered, it is easy to be registered by others; If the trademark registration and use are synchronized, there is the possibility of rejection and objection, and there is the danger of being counterfeited by others. Only when a trademark is registered before it is used can it be beneficial for enterprises to carry out effective advertising and protect the exclusive right to use a trademark.
(2) Strengthen product quality and improve brand reputation. The reputation of well-known trademarks is based on perfect quality, and product quality is the life of enterprises and the basis of winning consumers. Enterprises should establish a perfect quality system and realize the integration with international quality standards as soon as possible; Pay attention to the feedback of quality information and produce high-quality products that meet the needs of consumers; Should be equipped with good after-sales service, so that product quality to a higher level.
(3) Implement the brand promotion strategy to increase the market share of brand-name products. Market economy is ignorant of unsung heroes, and this "fame" comes from extensive public activities and in-depth product promotion, and an effective way to promote products is advertising. To build a famous brand, we should change the traditional concept of "the fragrance of wine is not afraid of the depth of the alley" and be willing to invest. The brand of an enterprise is like a savings account. You can accumulate its value through advertising and enjoy its high interest rate.
3. Raise awareness of trademark registration and strengthen trademark registration.
Behind the setbacks in the international trademark war and wave after wave of cybersquatting, China entrepreneurs have left a painful lesson: trademarks should be registered in time. We must follow the important principle of "brand marketing, trademark registration first" to open up the international market. This requires that the trademark used must be registered immediately to avoid being squatted by others; However, it usually takes three months or more for a trademark to apply for registration, so it is very necessary to apply in advance. Defensive registration of important trademarks and well-known trademarks of enterprises, that is, defensive registration of similar goods or services and other non-similar goods, so as to establish a complete trademark protection network and maintain the integrity of brands. For example, the "double-sided needle" toothpaste produced by Liuzhou Toothpaste Factory has added trademarks such as "double-sided needle", "double-sided needle" and "double-sided needle" after the registration of "double-sided needle". These reserved trademarks are called joint trademarks, which form a protective net for "two-faced needles" and make it impossible for infringers to take advantage of them. Guangdong Jianlibao Group is one step ahead. It has effectively registered 60 trademarks in China and 90 trademarks in the world. Its purpose is to better protect its painstakingly created brand-Jianlibao.
4. Strengthen the awareness of trademark rights protection
Safeguarding rights refers to how to safeguard one's legitimate rights and interests after obtaining rights, so that one will not be infringed upon or suffer losses. First of all, in order to make the acquired rights continue to be effective, we must fulfill the corresponding obligations, such as the use of trademarks must comply with the law, otherwise it will be revoked according to law; The validity period of the trademark is 10 year, and it needs to be renewed six months before the expiration or during the renewal period. Never register once and everything will be fine, but renew the fee in time. Secondly, the obligee should stop the infringement of others in production and business activities according to law, safeguard his legitimate rights and interests, and have the right to compensation according to law.
5. Make full use of the exclusive right to use trademarks and actively participate in international market competition.
After China's entry into WTO, China enterprises have inevitably merged into the tide of the world economy. In order to occupy a place in the global economic market, they must have their own brands. As an important weapon for enterprises to participate in domestic and international market competition, trademarks should be obtained in relevant countries or regions as much as possible, otherwise it will be difficult to get legal protection in that country or region. In recent years, Haier Group has applied for thousands of registered trademarks in more than 100 countries and regions, laying a legal protection foundation for its products to enter the international market. At the same time, it should be noted that there are more and more opportunities for foreign investors to come to China for joint ventures and cooperation with domestic enterprises. When cooperating with foreign investors, on the one hand, we should weigh the advantages and disadvantages of selling our own trademarks at a fixed price, and don't lose our own brands for temporary benefits. On the other hand, we should also pay attention to whether the other party's intellectual property rights are legal and effective, and don't pay improper transfer fees or license fees.
In short, after China's entry into WTO, opportunities and challenges coexist in the field of trademarks. Only by seizing the opportunity, meeting the challenge and facing up to the reality can China's trademark protection enter a new stage and create more world-famous brands in China.
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