As the main body of society’s fight against counterfeiting, enterprises have both rights and social responsibilities to fight against counterfeiting.
Enterprise anti-counterfeiting includes two tasks: product counterfeiting prevention and special anti-counterfeiting. Product anti-counterfeiting should focus on improving technical content and applying anti-counterfeiting measures. Product counterfeit prevention may increase costs. As a result, companies that rely heavily on sales must work hard on research and development and marketing. The specific work of special anti-counterfeiting includes: counting regional sales; analyzing the reasons for fluctuations; inspecting the specific sales status of stores; contacting intermediaries and governments; participating in litigation and special anti-counterfeiting activities; and summarizing experience in intellectual property protection.
How helpless are companies when it comes to cracking down on counterfeiting? Today, as competition intensifies, cracking down on counterfeiting has become a worry for entrepreneurs. Being concerned but powerless about franchise issues has become the basic mentality of many entrepreneurs. In actual anti-counterfeiting cases, most business owners are wondering about the difficulty of anti-counterfeiting. When will it be solved? There is love and hate for the government's functional anti-counterfeiting department, and it cannot cooperate with its normal actions. This has resulted in companies having to take the initiative to carry out anti-counterfeiting activities on their own. Fortunately, there are third-party commercial anti-counterfeiting and rights protection companies on the market. It is these companies. , enterprises are gradually establishing their determination to fight counterfeiting, and the model of cooperation with third parties to fight counterfeiting was also listed by the government that day: Enterprises must make full use of intermediary resources to fight counterfeiting.
1. Enterprises are timid in combating counterfeiting. In order to prevent the loss of customer base, they consider many factors, including their own corporate image, the impact of legal settlements on their own sales, and other factors.
2. The difficulty for government functional departments is that enterprises themselves are unwilling to expand their scope of influence and rarely ask functional departments to intervene. Without the application of enterprises, they are also in a very embarrassing situation. Therefore, they generally only encourage enterprises to strengthen independent innovation and protect intellectual property rights. At present, my country's legislation on intellectual property rights is not very complete, especially the provisions related to trademark and trade name issues are not very clear, which also brings great inconvenience to the Industrial and Commercial Bureau when handling related cases.
3. Unhealthy consumption concepts have cultivated a group of potential and loyal consumers who buy and use "fake goods", and it is these people who provide a broad market for counterfeiters. Some think that genuine products are too expensive, such as brand-name clothing, while others think that it is difficult to buy genuine products, such as parallel-imported mobile phones. Some even think that the quality of counterfeit products is better than some genuine products. In addition, law enforcement agencies in some places operate independently, management departments turn a blind eye, and government agencies provide local protection, which provides a comfortable breeding ground for counterfeit goods.
Enterprises should pay attention to post-market maintenance when fighting against counterfeiting
In order to protect their own commercial interests and quickly and effectively prevent illegal infringement by counterfeiters, intermediaries maintain long-term contact with relevant government departments. And implement maintenance and regular market monitoring to effectively discover, combat, and curb the harm caused by counterfeiters and dealers to the intellectual property rights of commercial enterprises, and maintain a good market competition environment.
It is worth noting that, based on many years of experience of intermediaries, most companies tend to focus on the intensity of key strikes at a certain point in time, but ignore the continuous maintenance work within a period of time after the key strikes, making Many illegal and counterfeit products have made a resurgence, and the crackdown has been ongoing for a long time. Therefore, in the process of intellectual property protection and anti-counterfeiting, after effective key crackdowns, we must pay attention to long-term market maintenance. Only a combination of point and area crackdown methods can achieve twice the result with half the effort and effectively protect the interests of enterprises. This is reflected in many anti-counterfeiting cases. Under fierce attacks, the market has been effectively maintained, but it is the intensity of the later period that easily causes the counterattack of counterfeit products. Therefore, we have been emphasizing the late stage of the market during the anti-counterfeiting process. I hope more companies will pay attention to the maintenance issue.