In February 2012, the Guangdong Provincial Administration for Industry and Commerce (hereinafter referred to as the Guangdong Provincial Administration for Industry and Commerce) issued an announcement to cancel the "Guangdong Province Famous Trademark" qualifications of 120 trademarks. This is the largest number of cancellations of "famous trademarks in Guangdong Province" in recent years. What is particularly surprising is that brands familiar to consumers such as Tencent QQ, Hsu Fuji, R&F, Lianxianglou, and Likofu are also among them. As soon as this move came out, it immediately attracted widespread public attention.
Three categories of "famous trademarks" were removed
Some well-known corporate trademarks were canceled due to transfer or failure to apply for renewal
120 "Guangdong Province Famous Trademarks" The reason for being removed from the list has attracted special attention.
The reporter learned from the announcement issued by the Guangdong Provincial Administration for Industry and Commerce that the 120 trademarks that were canceled this time are mainly divided into three categories: First, after being reviewed by the Guangdong Provincial Famous Trademark Review and Adjudication Committee, the "Guangdong" trademark will not be renewed. Those that have the qualification of "Provincial Famous Trademark" include "Likoufu", "Huaqiang", "Fenghua Hi-Tech", "Kanghui" and other 34 trademarks; second, those that have not applied for renewal of the "Guangdong Province Famous Trademark" qualification have expired, including "Lianxiang" "Building", "Xu Fu Ji", "Tencent QQ", "Meizu" and other 82 trademarks; thirdly, enterprises applied for renewal but the industrial and commercial bureaus at or above the prefecture level found that they did not meet the renewal certification conditions and did not accept the application, including "Fu Mei" , "Yuhetian", "Jinhuo", "Jianda Tire" and other 4 trademarks. If the "Guangdong Province Famous Trademark" is cancelled, the Provincial Administration for Industry and Commerce should withdraw the corresponding certificate.
The first batch of "Guangdong Province Famous Trademarks" began to be recognized in 1998. Up to now, 15 batches of 3,096 items have been recognized. However, after renewal every three years, the currently valid "Guangdong Province Famous Trademarks" Trademark" numbered 2,568, and 528 were cancelled.
Wu Lichao, Director of the Trademark Management Division of the Guangdong Provincial Administration for Industry and Commerce, said that there are four main reasons why the Provincial Administration for Industry and Commerce has canceled 120 famous trademarks this time: First, the trademarks of some companies have been transferred, such as "Xu Fu Ji" "The trademark has been transferred to a Hong Kong enterprise, and the trademark registrant is not in Guangdong, so it does not meet the applicant conditions of the "Guangdong Province Famous Trademark Recognition and Management Regulations"; secondly, some trademarks have been recognized as "China's well-known trademarks", and the enterprise does not File a renewal application, such as "Tencent QQ"; the third is the business reasons of the enterprise, such as "Livzon Sele" cerebroproteolytic injection and "Meizu" player. These strong products in the market at that time have gradually withdrawn from the market or The market share is very small, and the company voluntarily gave up the application for renewal; in addition, some companies had problems with product quality, production safety, etc., and did not meet the conditions stipulated in Article 6 of the "Regulations on the Recognition and Management of Famous Trademarks in Guangdong Province", so they were Logout.
No fee is required to apply for a "famous trademark"
It is recognized once a year, which is different from "China's well-known trademark"
"Guangdong Province's famous trademark" and "China's well-known trademark" "Trademarks" have similarities but also differences. "China's well-known trademark" is recognized by the State Administration for Industry and Commerce or by the People's Court through judicial procedures. It may be a registered trademark or an unregistered trademark; while the "Guangdong Province Famous Trademark" is applied by the trademark holder to the Guangdong Provincial Administration for Industry and Commerce. It must be a registered trademark, and applications and withdrawals must be made voluntarily by the applicant.
Currently, the "Guangdong Province Famous Trademark" is recognized once a year and is valid for three years. After being recognized as a "Guangdong Province Famous Trademark", if it is necessary to retain the famous trademark qualification upon expiration of the validity period, the trademark owner shall submit an extension application to the local industrial and commercial administration department at or above the prefecture level within 6 months before the expiration of the famous trademark validity period. There is no need to pay any fees to apply for certification or extension, but you need to pass a series of strict assessments by the review committee on product quality, market share, popularity, legal operation, and labor security. For most private enterprises, it is not easy to obtain a "Guangdong Province Famous Trademark". Therefore, ordinary enterprises cherish this very much.
As a time-honored brand with a history of 120 years, Guangzhou's "Lianxianglou" has also been deregistered as a "Guangdong Province Famous Trademark", which is a surprise to many "Old Guangzhou" people. Some people even feel aggrieved for "Lianxiang Tower" and believe that regardless of whether "Lianxiang Tower" has the title of "Guangdong Famous Trademark" or not, it is a famous brand in the hearts of Guangzhou people. The Guangzhou Lianxianglou Company stated that the "Lianxianglou" brand is a state-owned asset. Trademark registration and famous trademark application and renewal matters are all handled by the Guangzhou Municipal State-owned Assets Supervision and Administration Commission. The Municipal State-owned Assets Supervision and Administration Commission entrusts the management and operation of Guangzhou Catering Service Company. .
At present, the Lianxianglou Company has communicated with the Guangzhou Catering Service Company regarding the failure to apply for the renewal of its "Guangdong Province Famous Trademark". The catering service company responded that it is ready to submit the application materials for the Lianxianglou trademark to the industrial and commercial department and will Go all out to reapply for recognition as a "Guangdong Province Famous Trademark".
The "VTR" trademark of Zhuhai VTR Biotechnology Co., Ltd. is also among the 120 "Guangdong Province Famous Trademarks" canceled this time. However, the person in charge of the company said that the reason for abandoning "Yuduoli" was entirely due to the adjustment of the company's brand strategy to replace the old with the new. The company had developed and produced China's first generation of feed enzyme preparations many years ago. In 2009, the company's "Yuduo Enzyme" "Has already applied for "Guangdong Province Famous Trademark" and been recognized, so "Yi Duoli" has not applied for renewal.
“Famous trademarks” are not a laurel crown for enterprises
The purpose is to promote transformation and upgrading through “brands”
Currently, enterprises in the Pearl River Delta are at the critical stage of transformation and upgrading. During this period, there were various opinions from all walks of life regarding Guangdong’s cancellation of 120 “Guangdong Province Famous Trademarks” at one time. Some companies believe that profit is the first priority, and "Guangdong Province Famous Trademark" is just a title, which has little impact on corporate profits; others believe that whether a product is well-known or not should be left to the market, and only the evaluation of the market and consumers can It is the most objective and ultimate evaluation, and the government’s assessment does not count.
With the accelerated pace of transformation and upgrading, the vast majority of private enterprises in Guangdong have become "brand" aware and will find ways to expand the influence of their "brands". But for quite a few companies, their understanding of "brand management" is still at the stage of "putting a brand on product packaging". For the company's internal product quality and process management, market segmentation, which are extended by "brand management" , channel and terminal construction, corporate image building, etc. are still half-understood.
Director Wu Lichao said that the recognition of "Guangdong Province Famous Trademark" is not to put a laurel crown on an enterprise to attract consumers' attention, but to guide enterprises to improve their brand building by carrying out this activity. awareness and strive in the direction of "brand management". Relevant experts believe that a brand is not just about registering a trademark, but through the market use of the trademark, it forms high market added value, social benefits, and cultural influence, is recognized by consumers, and has market visibility. Only when more and more enterprises are determined to take the road of "brand management" and work tirelessly for this purpose can the recognition of "Guangdong Famous Trademarks" achieve its goal and will greatly promote the transformation and upgrading of Guangdong enterprises.