Shoe Enterprises Are Close To Star Sword And Take Advantage Of &Nbsp; Trademark Rush Registration Needs Caution.

From Shenzhen

However, some enterprises' positive trademark registration behavior can not represent the status quo of Chinese enterprises' trademarks.

Taking Chinese enterprises' overseas experience as an example, Chinese enterprises often suffer from trademark problems in the process of going out, which can be said that they have suffered a lot.

In September 2004, Hisense's "HiSense" trademark was snatch by SIEMENS in Europe. In July 2006, the "Wang Zhi he" trademark of Beijing Wang Zhi he food group was registered.

In fact, there are far more than three Chinese companies with similar experiences.

For a long time, the number of overseas Chinese enterprises in the registration of trademark applications is far lower than that of foreign enterprises in China.

Even in China, trademark problems have not received enough attention from domestic enterprises.

Taking the traditional shoe industry as an example, a survey conducted in 2011 showed that in the half of the shoe market in China, 2000 of the shoe companies surveyed had already submitted less than 30% of the trademark registration applications to the industry and Commerce Department, and only 221 registered trademarks had been registered.

Official data from the Trademark Bureau of the State Administration for Industry and commerce also confirmed this point: by the year September 2011, the number of effective trademark registration in China was about 5 million, ranking first in the world.

However, the average effective registered trademarks of various market players in China are only 10%, that is to say, on average, every ten market players have only one valid registered trademark.

It can be seen that the brand awareness of Chinese enterprises needs to be improved.

A sharp contrast with most enterprises' brand awareness is the speculative mentality of some enterprises in the trademark field.

In the birthplace of Jordan sports, China's sports shoes and clothing city, Jinjiang, Fujian, there are "Kobe sports", "Yao Ming", "Yi Jianlian" and other brands, and these brands are not associated with these stars.

In addition, there are a lot of things.

Of course, as a business competition strategy and business mode, trademark rush registration has its rationality, but for the Chinese enterprises in the early stage of brand development, it is worrying about the brand's speculative mentality.

On the one hand, the "Shanzhai" behavior has a negative impact on the image of "made in China", which is not conducive to guiding enterprises to pursue innovation. On the other hand, the short-sighted practice of Jordan sports has laid a great potential for the future development of enterprises, which will lead to greater risks in the process of listing and expanding overseas.

The author believes that Chinese enterprises should adopt a protective strategy in the field of trademark. In the early stage of brand building, a trademark strategy should be established through specialized intellectual property institutions, and trademark registration should be carried out both at home and abroad.

In addition, Chinese enterprises should focus on how to establish brands instead of trying to take legal steel wires to win the top position.

In the process of building brand, trademark is the foundation, and having legal trademark is the first step to build brand, but having a trademark does not mean having a brand.

The word "brand" (brand) comes from the ancient Norwegian "brandr", which means "brand" in Chinese.

From the point of view of modern brand, brand needs to be labeled in the minds of consumers.

At the brand level, though we are a trademark power, it is not a trademark power, and the brand strength of Chinese enterprises is weak.

Although we already have well-known brands like Lenovo, Haier, HUAWEI and so on, but on the whole, China's brand enterprises are still very scarce, especially compared with developed countries such as Europe and the United States, no matter the number of brands or brand influence, the gap is very large.

The reason is that Chinese enterprises rely on OEM for a long time, and many enterprises lack the motivation and experience to build their own brands.

When building a brand, it ignores trademark rights and interests, and does not have enough trademark awareness; or the sword goes against the right side, and lays hidden trouble for subsequent development by means of "foreign brands" or imitation, etc.; or product and design homogenization, wins by price rather than innovation; or marketing relies too heavily on distributors, and channels are inadequate; or lacks systematic brand strategy and planning, relying too much on the single mode of "celebrity endorsement + advertising", and is not good at making use of diversified brand building means, so that the cost of brand construction continues to rise.

In fact, the problem of trademark is actually a brand problem.

Chinese enterprises are facing pformation. Whether in the domestic market or in foreign markets, brands will become the core of enterprises' participation in market competition.

Therefore, while we are concerned about the rush of trademark registration, we should not ignore the problems faced by Chinese enterprises in the process of branding.