Looking back at the long river of history, there are many changes and ups and downs. Generations of "modern people" have written extraordinary long volumes in the past 32 years with the enterprise spirit of "perseverance and being the first". Today, Hyundai Group has strided into a new era. "Modern people" follow the pace of the times and follow the trend.

Let us, while braving the wind and waves, launch a series of columns of "Modernity in Time" to look back at "Initial Heart" and relive modern stories with you. Take history as a mirror and protect the modern spirit.

Memorabilia: In 2003, China Hyundai signed a trademark transfer agreement of "manufacturing and sales" with Korean automobile giants, which initiated the cooperation between Chinese and foreign trademarks, and made a far-reaching impact and went down in history.

Legend of trademark

-creating a precedent for trademark cooperation between China and foreign countries.

There are many stories circulating in modern times in the past 30 years, but what can be called legend is nothing more than cooperation with Korean modern trademarks. This is the first cooperation between domestic private enterprises and international brands, the first great victory brought by intellectual property rights, and a bright spot in the history of modern development.

In March 2003, China Hyundai signed a trademark transfer (cooperation) agreement with the international automobile giant Hyundai Korea, which stipulated that China Hyundai authorized Hyundai Korea to use Hyundai Korea's trademark in China. On March 5, 2003, Hyundai United Group invested and established Zhejiang Sitong Automobile Co., Ltd., which is the first 4S shop of Beijing Hyundai Motor Co., Ltd. in Zhejiang.

This brand cooperation has benefited China Hyundai a lot and created a precedent for trademark cooperation between China and foreign countries. Later, cooperation cases were compiled into MBA textbooks of many universities in China and some universities in South Korea.

The first meeting: the first meeting in Beijing

1On August 24th, 992, China and South Korea formally established diplomatic relations at the ambassadorial level, ending the long history of mutual non-recognition and isolation between the two countries. After the establishment of diplomatic relations between China and South Korea, an important measure of the central government at that time was to agree to a joint venture between the two countries to build a factory. In 2002, Jia Qinglin, then secretary of the Beijing Municipal Party Committee, decided to take Beijing Hyundai Motor Co., Ltd., a joint venture between China and South Korea, as the No.1 project. However, the trademark problem was discovered only after the capital construction was completed and the production was ready. After going to the State Administration for Industry and Commerce for verification, we learned that Hyundai Group holds a "modern" trademark.

I understand that Zhang Pengfei is the vice chairman of Hangzhou Agricultural Workers Democratic Party and a member of Hangzhou CPPCC. Jia Qinglin, who had served as chairman of the CPPCC National Committee, found Jiang Zhenghua, then vice chairman of the National People's Congress and chairman of the Central Committee of the Agricultural Workers' Party, and through him found Fang Zhiping, executive vice chairman of the Agricultural Workers' Party in Hangzhou.

At that time, Fang Zhiping happened to attend the National Congress of the Agricultural Workers' Party in Beijing. Knowing the specific situation, he immediately called Zhang Pengfei.

They found Zhang Pengfei, the holder of the "modern" trademark at that time, through the State Trademark Office, and then found that Zhang Pengfei was a democratic party member of the Agricultural Workers' Party, so they found me through the line of the Central Committee of the Agricultural Workers' Party and asked me to contact Zhang Pengfei.

"I called Manager Zhang and asked him to come to Beijing at once. After he arrived, I told him what happened and asked him to see the leader as soon as possible. "

In fact, before going to Beijing, Zhang Pengfei had been in contact with Beijing Hyundai for some time. Beijing Hyundai asked Hyundai Group to transfer the trademark, but the conditions put forward by Hyundai Group-equity participation or trademark management fee for every car sold-were unacceptable. So the negotiations failed again and again.

This time, the leaders came forward to inform that cooperation with Hyundai Korea was a car development strategy in Beijing at that time. Zhang Pengfei knows that the modern trademark transfer event can even be said to be an act of the national government to some extent. Knowing the importance of this matter, he immediately said:

"I can give it all up, and I don't want a penny. I am willing to dedicate this trademark to the country, it doesn't matter. "

Zhang Pengfei did not take the opportunity to offer a high price, nor did it offer other favorable conditions. He didn't mention anything, but simply and neatly expressed his willingness to dedicate the "modern" trademark to the country, which deeply touched Fang Zhiping who called him to Beijing.

Of course, on the basis of foreign cooperation, protecting the brands of China enterprises is also a problem that leaders should consider. Modern automobile trademark transfer, on the one hand, should reflect the support attitude of a China enterprise; On the other hand, it is also necessary to abide by market rules and fair trade rules in the transfer process to achieve a win-win situation for both parties. This is a basic attitude.

Second meeting: special meeting

From June 5438 to 10, 2002, in the season of osmanthus fragrance in Hangzhou, Hyundai Group held an extraordinary meeting. Chairman Zhang Pengfei, Secretary Xu Yining, General Manager Zhao Ting of Hyundai Advertising Company and Assistant Chairman Roy attended the meeting. Besides them, there is also a legal adviser. What they want to talk about is the transfer of modern automobile trademarks.

It seems that it is going to be transferred.

But another focus of the discussion is about this kind of non-litigation legal negotiation. The problem of "modern" intellectual property is mainly the exchange and communication between civil law and economy. How should we respond to this? How can we reasonably and legally transfer trademarks and safeguard our own rights and interests? After in-depth discussion, Zhang Pengfei believes that we can start with brand promotion and give Hyundai an opportunity to go international:

"When they came to negotiate with us' Hyundai', someone suggested that we bid 200 million RMB, but we made great concessions. We considered it this way: on the one hand, we should support the development of our country's automobile industry, on the other hand, we should consider the future cooperation between our company and international brands, and finally we got the support of all our employees. Grafting with international brands is also a good channel to bring our brand from China to the international market. So our concession is also worthwhile. This matter should be more proud in our history of development. "

The third time: Zhang Xu Conference.

One day in February 2002, it snowed heavily in Hangzhou. Snowflakes swirl down, or fly, or hover, or fall straight and quickly, disappearing the appearance of various objects, making heaven and earth dissolve into a white body. Zhang Pengfei looked at the white world and stood there alone in thought. Xu Heyi, Chairman of Beijing Hyundai Motor Company, will fly to Hangzhou to visit Hyundai Group and have face-to-face communication with Hyundai Group.

What kind of meeting will this be?

In the afternoon, Chairman Xu's motorcade arrived. Zhang Pengfei has played the role of host, and the tourists from Beijing are full of sincerity. The two sides talked for a long time. The whole communication process left a deep impression on each other. Even a few years after the trademark transfer incident, Zhang Peng flew to South Korea for a return visit and was received by the highest standard, but he still thought of that snowy afternoon from time to time.

"We were all moved by President Xu Heyi's way of thinking and working conditions."

The fourth time: tug-of-war

In the last ten days of June 5438+ 10, 2003, two staff members came to South Korea: Wang Xiufu, director of public relations planning department of Beijing Hyundai Motor Co., Ltd., an operator with international vision; Zhang Jiaxi, modern legal consultant, professional civil law lawyer. At that time, as an assistant to the chairman of Hyundai Group, Roy came forward to negotiate with them for three days on behalf of Dong Zhang.

The negotiation finally boils down to one point: whether the two sides can consider whether Beijing Hyundai will not pay the consideration in cash, but will operate and distribute cars to make Hyundai Group profitable.

At that time, it was the explosive period of domestic automobile sales, and the normal profit of an automobile company should be between 3 million and 5 million a year. Beijing Hyundai hopes to give Hyundai a certain amount of automobile brand flagship store resources, so that Hyundai Group can make profits through vehicle sales services and pay trademark consideration in disguise.

There has been a heated discussion within Hyundai Group. It is generally believed that this proposal is somewhat difficult for Hyundai, because Hyundai still does not understand the mode and link of generating profits in the automobile industry, and is afraid that it will not be done well. However, Zhang Pengfei believes that it is a good choice for the two parties to cooperate well according to the proposal of Beijing Hyundai, which will further expand the group's industry, make up for cash flow and train marketing team.

Finally, after three days of tug-of-war negotiations, Zhang Pengfei made appropriate concessions. The two sides have reached an understanding that Hyundai Group will transfer the automobile trademark to Hyundai Korea for free, and Hyundai Korea will give Hyundai Group some support and help in the operation of automobile business.

The fifth time: happy ending

Zheng, then vice chairman of Zhejiang Federation of Industry and Commerce, vaguely remembers that when the chairman came to Hangzhou again, it was already the first snow in Chu Qing:

I remember it was snowing, and the snow was still heavy. Chairman Xu Heyi of Beijing Hyundai came, and I attended the reception held at Xizi Hotel on behalf of the Provincial Federation of Industry and Commerce. Throughout the process, I have been thinking about how to make peace. That afternoon, after the heavy snow, it was sunny. Through this kind of scenery, I said to them:

You see, the weather is fine and the snow is melting. Can't our contradiction be solved? Can't we work together for a win-win situation?

I wonder if President Zheng's words touched Beijing Hyundai. During that time, the negotiation situation gradually became clear and the wishes of both sides were respected. Finally, this arduous trademark cooperation negotiation came to a successful conclusion.

After a series of tedious and repeated operations, which lasted for two and a half years, Hyundai Group finally successfully transferred the trademark brands of "cars" and "auto parts" to Hyundai Korea. He Hangsheng, the relevant person in charge, said:

I have been dealing with this matter since 2003. In the process of trademark transfer, what impressed me the most is that sometimes we have to fly to Beijing two or three times a week. For example, the signing of the agreement needs to be sealed immediately. I was in Beijing and didn't have time to go back to Hangzhou, so I asked our colleague in charge of the official seal to fly to Beijing to stamp it.

Fortunately, while going through the long trademark transfer formalities, Hyundai Stone Auto's 4S shop is also doing a brisk business.

For modern times, through this trademark transfer cooperation, on the one hand, it improves the reputation of enterprises and obtains tangible economic benefits, on the other hand, it fully embodies the value of "modern" trademarks, creates a new model for private enterprises to participate in international competition and enhance the global value of domestic independent brands in China, and also sets off a wave of trademark registration in society.

Summary: Modern cooperation in trademark registration and transfer is not only an important attempt of modern foreign countries, but also the first attempt of cooperation in the history of China, which not only improves the reputation of enterprises, but also enhances the awareness and value of "trademarks" for domestic independent brands, with far-reaching influence.