Smartphones have ended the era of rapid growth. The collapse of one manufacturer after another is enough to illustrate the cruelty of the Red Sea. From the industrial design of Gionee's products to its branding, it feels like it's getting older and slower. With such an image, how can it gain a foothold in the smartphone market where young people are the main consumers? Recently, the Shenzhen Intermediate People's Court held a creditors' meeting, which determined that Gionee's total claims were 17.359 billion yuan, and its liabilities reached nearly 21.1 billion yuan. The official website of Gionee mobile phones has become inaccessible due to server instability. In fact, the official website of Gionee mobile phones has long been inactive. Last year, the official website of Gionee mobile phones became inaccessible, and all Gionee mobile phones were removed from the shelves. In addition, Gionee’s flagship stores on major e-commerce platforms have also disappeared, and only some third-party mobile phone manufacturers are still selling Gionee phones. The company goes bankrupt, but the trademark is still a treasure. Starting a company is easy, but many companies go bankrupt every day. After the company goes bankrupt, most companies have these opinions about trademarks: they either don't know whether the trademark is still valid; or they don't remember the trademark at all. In fact, after the company goes bankrupt, the value of the trademark is far beyond your imagination. Every trademark that has experienced market baptism has its own specific cultural connotation and is an intangible asset. This asset is attached to a specific enterprise or product. When a trademark that loses its owner finds a new owner, it is actually a review of the asset. A registered trademark can not only be used by oneself, but also has many other functions: 1. Permitting others to use a trademark license refers to the act of the trademark registrant allowing others to use its registered trademark through legal procedures, usually by entering into a license contract. , types include general license, exclusive license, and exclusive license. Trademark licensing can also be understood as authorization and leasing. It can take effect as long as both parties of the enterprise negotiate the terms, sign a contract, and register the trademark. 2. Trademark transfer: Trademark transfer refers to the act by which the trademark registrant transfers the exclusive right to use a trademark to another party in accordance with legal procedures during the validity period of the registered trademark. When the company goes bankrupt or the trademark is no longer in use, the trademark can be transferred to others for a certain fee. 3. Pledge of trademark rights. Pledge loans for exclusive use of trademark rights are an innovative type of credit. It means that enterprises with brand advantages can use the exclusive right of trademarks that has been approved by the Trademark Office of the State Administration for Industry and Commerce in accordance with the law as pledge, and obtain loans from banks. A method of obtaining a loan and repaying the principal and interest of the loan at an agreed interest rate and period. Therefore, a trademark is an intangible asset of an enterprise. After long-term publicity and promotion, it will form a certain degree of popularity and reputation, and will also become an important company asset. The trademark can be licensed to others to use, transferred, pledged for loans, etc., and the value it creates is far greater. Far greater than the profits created by tangible assets, and all of this is the function of the "registered trademark". In any case, Gionee's departure is still a bit regretful. In today's era of the continuous rise of the smartphone industry, in such a good era, a big brand actually "died" due to personal factors. This is really It’s a bit embarrassing to buy more mobile phone trademarks, please click: