What is a trademark? Many people will define it as the first step of a company. Only when the chess piece moves first can the whole game be played better. Many people take trademarks very seriously. Here we talk about trademark sentiment. In this article, Bajie Intellectual Property will introduce to you a case that we have seen.
In Shucheng County, Anhui Province, in the Dabie Mountains, Anhui Hanwen Sporting Goods Co., Ltd. (hereinafter referred to as Hanwen Sporting Goods Company) is like a horse, galloping in the "grassland" of the domestic and overseas sporting goods industry. superior. "Under the guidance of the industrial and commercial department, we actively implement the trademark and brand strategy, cultivate trademarks like children, and strive to use small trademarks to leverage the development of enterprises." said Qiu Suwen, chairman of Hanwen Sports Goods Company.
Today Hanwen Sports Goods Company is a well-known enterprise with an annual output value of more than 50 million yuan. The sports goods it produces and sells, such as Hanwen series badminton and rackets, are sold well in more than 20 provinces, autonomous regions and municipalities across the country and exported to Southeast Asia, the Middle East, Northern Europe and other regions.
Behind the glamor is hard work. In the late 1990s, as the planned economy transformed into a market economy, Qiu Suwen, who had managed nearly 10,000 people in state-owned enterprises, was laid off. That year, he fell into depression. Sometimes he would sit in the courtyard of his home for several hours, constantly thinking about a way out.
After two years of trying to work for others, Qiu Suwen was unwilling to let her ambitions go unfulfilled. In July 2004, he spent all his 30,000 yuan worth of money, and relied on his good reputation to raise 500,000 yuan from various sources to create his own company in his hometown - Shucheng County Hanwen Sports Goods Co., Ltd. (now Hanwen Sports) supplies company). In this way, Qiu Suwen led more than a dozen laid-off villagers to start their own business.
Time flies like an arrow, and more than a dozen spring and autumn years have passed. The current Hanwen Sporting Goods Company has jumped from a little-known small workshop to a listed company, creating its own "Hanwen Speed" and "Hanwen Miracle".
In more than ten years of entrepreneurship, Qiu Suwen has always innovated products and created brands. In his words, innovation is a company's internal strength, and brand creation is a product's reputation, just like the two wheels of a car or the two wings of a bird, both are indispensable.
Qiu Suwen, who is determined to make his company stronger and bigger, has a strong awareness of trademarks - whenever a new product is successfully developed, he will design it and apply for a registered trademark immediately. Therefore, although Hanwen Sporting Goods Company was not established very early, it has created three "firsts" among enterprises in the same industry in the county in terms of trademarks: it has 26 registered trademarks, ranking first in quantity; it has famous trademarks in Anhui Province The largest number; the first to apply for Madrid international trademark registration.
In Qiu Suwen's view, although the trademark logo is small and accounts for a small proportion of the entire product packaging, it is the "eyes" of the product and plays the role of "brand recognition and shopping guide." To this end, Hanwen Sporting Goods Company has incorporated the trademark and brand strategy into the overall development strategy of the company and implemented it conscientiously. On the one hand, the company has established and improved the trademark management system, and strictly controls the use of trademarks, printing of logos, and destruction of obsolete trademarks; on the other hand, it often carries out trademark knowledge publicity and education activities to ensure that all employees firmly establish that "it is easy to smash brands." It’s difficult to cultivate” brand awareness.
After careful cultivation, Hanwen Sporting Goods Company has now formed a "stars holding the moon" style trademark cluster with Hanwen trademark as the main trademark and other trademarks as supplements. In terms of specific use, the company attaches equal importance to both the "parent trademark" and the "sub-brand" and uses different brands for different product qualities, sales areas and market needs, achieving diversified brand development and consolidating the potential for brand development.
Qiu Suwen believes that the lowest level of implementing trademark and brand strategy is to "have" a trademark, that is, apply for a registered trademark; the higher level is how to make a registered trademark "famous", and if you want a trademark to "become famous", you must It must be guaranteed by product quality.
As early as when it started its business, Hanwen Sports Goods Company put forward the slogan "Only with high quality can the brand thrive."
Qiu Suwen recalled that in order to hire highly skilled employees to produce high-quality products, he stayed at the entrance of a foreign-funded enterprise that produced badminton rackets in Dongguan, Guangdong for a week, and learned through "reconnaissance" that the enterprise had six or seven processes of technology. The supervisors are all from Anhui Province, and they are planning to return to their hometowns to work. So, with just one shot, Qiu Suwen hired the much-needed talent with sincerity. Today, they have become the main force supporting the company's development.
In order to improve the core competitiveness of the brand, Qiu Suwen has always regarded technological innovation as the soul of enterprise development. Hanwen Sports Goods Company actively follows the path of "industry-university-research" cooperation, and jointly established the Carbon Fiber Technology Research Institute with Hefei University of Technology. It is the first in the country to develop high-tech products such as carbon fiber rackets. In the past few years, it has won 85 national awards. patent. In addition, Qiu Suwen is proud that Hanwen Sports Goods Company was also invited to participate in the formulation of national standards for badminton rackets and tennis rackets.
“Innovation, brand creation, and entrepreneurship are always on the road. There is only the ongoing tense, not the completed tense.” Qiu Suwen said that he would give this sentence to entrepreneurs. This also applies to him and the Hanwen Movement. Supplies Company Tomorrow.
Brands no longer need to be built in the traditional way, but more in innovation. To create a brand, create a brand, and creation is particularly important. No matter how hard you work, you still need to have a good direction, that is, positioning and innovation. Do you also have this feeling about trademarks on the road to entrepreneurship?