Commercial activities in our country appeared very early. There are already a large number of records about merchant activities in the pre-Qin classics, so there are also rudimentary commodity labels. Many unearthed cultural relics indicate the surnames of the producers. , the seal and imprint of name and place of origin are the origins of trademarks in our country. Based on the existing physical objects, at least in the Northern Song Dynasty (960-1126 AD), graphic product logos including text and graphics had been produced. In Jinan, Shandong A copper plate with a white rabbit as the product logo designed and produced by Liujia Needle Shop, which specializes in kung fu fine needles, is the earliest and first complete trademark discovered in China (picture 1). This white plate The rabbit trademark has both text and graphics, and is almost square. The store number "Jinan Liujia Kungfu Needle Shop" is engraved horizontally on the top, a white rabbit is engraved in the middle, and "Recognize the white rabbit in front of the door as the one" vertically engraved on both sides. "", and there is a longer postscript below. This design, compared with modern trademarks, has become quite standardized. Since then, trademarks have taken a step forward. In addition to words and pictures that represent the quality characteristics of the goods, they also combine Commodities contain blessings and festive meanings, catering to customer psychology. However, from the Yuan, Ming and even the middle of the Qing Dynasty, China's trademarks did not develop or change much. This is due to the long-term implementation of the policy of "emphasis on agriculture and restraint on commerce" by successive dynasties, which affected the development of industry and commerce. There are many obstacles on the road, so that the commodity economy has never been able to replace the natural economy. Therefore, the development of trademarks has not reached a certain level. Most of the ancient Chinese trademarks used people's names, place names or store names as trademarks. This is a pure A word trademark (note: the so-called word trademark refers to a trademark that purely uses words (Chinese characters, Chinese pinyin, ethnic minority characters and foreign characters or letters) and numbers). It cannot express the characteristics of the trademark, nor can it express it. Fully play the role of a trademark. Therefore, it is the most primitive and immature trademark. Some excellent trademarks in modern China are illustrated with pictures and texts, and have rich meanings. They already have the characteristics of modern trademarks. The trademarks of modern Chinese enterprises have The basic characteristics can be summarized as the following points: first, the image is clear and concise, with strong stimulating characteristics; second, it has rich imagination and is intrinsically connected with the product or business; third, it has original symbolic meaning and is closely related to other products. The trademarks are not identical; fourth, they reflect the spirit of the times and have the beauty of national-style patterns. Most of the products and companies with these excellent trademarks were household names at the time, with high visibility and reputation. Some companies such as Bergamot MSG, Changyu Wine, and Xinyi Pharmaceutical , Meilin Food is still a well-known brand today. It can be seen that, in fact, Chinese trademarks have developed to a very high level in modern times, which has a great relationship with the invasion of foreign cultures at that time. China’s first trademark regulations It is the "Trademark Registration Regulations" drafted in April 1904. The officially promulgated trademark regulations are the "Trademark Registration Trial Regulations" promulgated in 1904. Therefore, 1904 is used as the dividing line, and the period from 1840 to 1904 is called modern Chinese trademarks. The first stage of development. This stage belongs to the budding period of modern Chinese trademark development. Due to the slow development of Chinese national industry and commerce, the number of Chinese trademarks at this stage is very small. However, there is one trademark that must be mentioned, and that is the currently discovered trademark. The earliest documented "Weishui" trademark approved for use by the central government (picture 2). This trademark was filed by the Shanghai Xiechang Match Company in Hongkou, Shanghai in the year when the company was founded (1890) and was approved by the jurisdiction of the Shanghai area. The "Weishui" trademark was approved by the Nanyang Trade Minister of the late Qing Dynasty government and used on matches. The "Weishui" trademark is taken from the folk story of "Jiang Taigong fishes, and those who wish to take the bait". The "Weishui" trademark pattern is Jiang Taigong and Zhou Wenwang fishing in the Weishui River in Shaanxi The scene of playing and fishing by the river is in black and white. According to the trademark structure classification, the trademark is a word trademark. According to the trademark user classification, the trademark is a commodity trademark. According to the trademark use classification, the trademark is changed to a business trademark. Because " The unique meaning of "Weishui", the trademark is also a meaningful trademark or a metaphorical trademark. Xiechang Match was founded by Ye Chengzhong, one of the richest men in the Shanghai business community at that time and the "Hardware King", in order to challenge the British businessmen and save the country through industry. The national famous match brand. It can also be said that the "Weishui" trademark is the product of China's national capital enterprises to resist foreign invasion. Section 2 1904-1923 In the history of Chinese trademark development, people regard the period of May 1923 as China's modern trademark An important watershed in management and development. It was in May 1923 that it was proposed by Xie Fuchu, a representative of the Shanghai industrial and commercial circles, and reviewed by the Beiyang government.

The first Trademark Office in China's history was established within the Ministry of Agriculture and Commerce. During this period, the new Trademark Law and the Implementation Rules of the Trademark Law were also promulgated, which had a significant impact on future trademark management. Therefore, 1923 is regarded as the year The period from 1904 to 1923 is called the second stage of trademark development in modern China. On September 15, 1923, the Trademark Office of the Ministry of Agriculture and Commerce edited and published the first "Trademark Gazette" for the first time, announcing the approved registered trademarks. 4. Among them, the first trademark to be approved for registration is the "Warship" brand (Attachment 3) applied for registration by Jiangsu Wuxi Maoxin Flour Company founded by the famous industrialists Rong Zongjin and Rong Zongquan brothers in modern China. "Warship" The trademark came out in 1910, and it was not possible to apply for registration until the Trademark Office of the Ministry of Agriculture and Commerce was established. The time when the "Warship" brand trademark was registered and certified was August 29, 1923, in the twelfth year of the Republic of China. According to " Article 16 of the Trademark Law stipulates that the exclusive period of a trademark is 20 years. Therefore, the exclusive period of the "Warship" brand trademark is from August 29, 12th year of the Republic of China to August 28, 32nd year of the Republic of China. Stop. The "Warship" brand trademark was ranked No. 1 when it was announced. When the registered trademark was announced, the "Trademark Office Trademark Registration Certificate" issued by Qin Rui, Director of the Trademark Office, was also No. 1. In this way, apply for registration in accordance with legal procedures. It became the No. 1 registered trademark in the history of trademark registration in China. The top of the "Wustch Flour Mill" trademark is the name of the company at that time, and "Wustch Flour Mill" is the company name in English below. In the middle below is the trademark name "Warship" and a ship. The trademark pattern of the warship riding the wind and waves. The trademark name and the text on both sides of the pattern are "China's homemade top flour" and "Ministry of Commerce approved tax-free". At the bottom are some English descriptions of the flour, including the weight and specifications of each bag of flour, such as If there are quality problems, refunds are guaranteed, etc. It should be said that as the first registered trademark, the "Warship" trademark can be said to be very "modern". First of all, the trademark name is concise, easy to understand, and complements the picture. Secondly, the trademark is in English, which is consistent with At that time, the foreign goods dumping market was full of "foreign characters", which should be very suitable. Thirdly, adding product description and integrity commitment to the trademark increased credibility and persuasiveness. According to the trademark structure classification, the trademark is a combination of text and graphics. Trademarks. From this we can see that China’s trademarks have reached an unprecedented height since then. During this period, the origins of many excellent Chinese trademarks were closely related to foreign culture. To give two examples, one is our country The earliest art paint trademark "horse head" brand (picture 4), this trademark was introduced into our country through the religious propaganda works of Western missionaries, product advertisements of Western manufacturers, and cheap picture albums imported to our country by foreigners. Born out of the prosperity of Western painting. Shanghai Mali Craft Factory, founded in 1919, is the earliest manufacturer of Western painting pigments in China. The trademark name "Matou" contains the meaning of "immediate success". I hope that Mali Craft Factory will continue to grow and develop. "Be the first to take the lead" is one step ahead in the business competition. Therefore, the "horse head" on the trademark pattern raises its head high, full of magic, and its eyes are staring ahead. This trademark is a combination trademark that combines words and graphics (note: a combination trademark refers to the use of "words" , graphics, letters, numbers, three-dimensional logos and color combinations ("a trademark formed by a combination of any two or more of the six elements), with strong recognition, sufficient information transmission, simple and easy to identify patterns, and have stood the test of time. It is a very complete and excellent modern trademark. The "horse head" brand has developed to this day and is still a well-known brand in the domestic art paint market. It has finally lived up to the hard work of the founder. The other is China's earliest wine The trademark - "Shuangqilin" brand (picture 5) is used by Mr. Zhang Bishi, the earliest pioneer of machine-made wine in China. He invested in and founded the earliest industrialized grape wine company in China - Changyu Grape Wine Company (1894 Year). Mr. Zhang came up with the idea of ??producing wine on his own land in China after he was treated with wine by a foreign friend who was the French consul in Singapore while serving as the Consul General of China in Singapore. In order to develop in the future, he also Introducing high-quality grape varieties from Germany, France, Italy and other countries, and inviting senior foreign winemakers from Austria, the Netherlands and other countries, he also required the wine produced by the company to be stored for more than five years in accordance with international wine production practices before it can be sold. 1914 In 1915 and 1915, Changyu Grape Winery Company's "Double Qilin" brand wine won the best prize at the product display competition held in Nanjing and the gold medal and best certificate at the Panama Pacific International Exposition, becoming a world-class wine.

The famous brand. The "Double Qilin" trademark highlights the distinctive characteristics of the Chinese nation. "Qilin" is an animal that symbolizes auspiciousness in Chinese legends, and "Qilin" means horse, symbolizing galloping thousands of miles. In the middle of the pattern is the company name, with the Chinese characters below It is grapes and grape leaves, which highlights the company's product features, so it is a combination of text and graphics. As early as more than 90 years ago, such a rich and meaningful trademark pattern and name were used, which is rare. At this stage, the number of national industrial products in our country is increasing day by day. Most of their trademark patterns are relatively simple and single. Generally, they only use birds and animals, joy and auspiciousness, etc. There are many single black and white, red and white colors, thick line style trademark patterns, and the styles are only To use the "month plate" New Year picture style. However, the product trademarks of foreign companies rarely use the trademark pattern of the invader image (such as the "robber" brand), and mostly use Chinese folk tales as the main content of the trademark to cater to Chinese consumers. There is also a lot of Chinese and foreign trademark development history. You can log in to the China Trademark Network portal. I found it there. I hope it can help you. The website address is: (replace the period with .) www. cnlogo. cc/news/9827681. html