As an important intellectual property, trademark reflects the economic strength, development level and overall image of an enterprise, a city and even a country. In particular, trademarks such as well-known, famous, and well-known are not only intangible assets of enterprises, but also resources and wealth of society.
In recent years, Ningbo City has focused on the three key points of cultivating, using and protecting brands, accelerating the cultivation of independent trademarks and brand creation, severely cracking down on infringement of intellectual property rights and the illegal production and sale of counterfeit and shoddy goods, boosting Innovation drives development and economic transformation, enhances the competitiveness of Ningbo's enterprises and products in the international and domestic markets, and promotes the implementation of the city's trademark and brand strategy. During the 12th Five-Year Plan period, the number of registered trademarks in the city reached 141,000, including more than 12,000 overseas trademarks and 26 geographical indication trademarks. The three data increased by approximately 120%, 70% and 40% respectively compared with 2010; nationally well-known trademarks 77, including 592 provincial famous trademarks and 1,264 Ningbo city famous trademarks, an increase of nearly 250%, 60% and 50% respectively compared with 2010. In addition, the number of overseas (Madrid) trademarks and geographical indication trademarks ranks first in the province.
Trademark cultivation in the Yupai chapter leads to brand bloom
Creating a brand is the support for the development of the brand economy. In recent years, Ningbo City has further improved the three-level cultivation mechanism of well-known, famous and well-known trademarks, further stimulating the enthusiasm of enterprises to create famous trademarks. Ningbo always maintains 30, 60 and 90 trademarks listed in the well-known, famous and well-known trademark cultivation database every year. Among them, under the careful guidance of the regulatory authorities and the active participation of enterprises, the recognition of well-known trademarks in Ningbo has achieved remarkable results, increasing from 22 in 2010 to 77 in 2015, which not only achieved a leap in the number of trademarks created, but also improved the quality of trademarks. As for the level and level of brand building, the number of well-known trademarks has jumped from fourth to second in the province.
In the work of trademark cultivation, the market supervision and management department closely grasps the characteristics of Ningbo City and takes innovative measures in international registration and geographical indication trademarks. The market supervision and administration department facilitated the Trademark Office of the State Administration for Industry and Commerce and the Ningbo Municipal Government to sign the "Memorandum on Supporting the International Registration and Overseas Rights Protection of Ningbo Enterprises' Trademarks" (hereinafter referred to as the "Memorandum") to carry out all-round cooperation in international trademark registration and overseas rights protection. In 2015, Ningbo City held a city-wide working meeting on the management of the use of geographical indications to discuss the correct and effective use of the unique attributes of geographical indications and trademarks to promote increased corporate income and industry efficiency. After the meeting, the Municipal Bureau also issued the "Guiding Opinions on the Use and Management of Ningbo Geographical Indication Certification Trademarks", which is the first text in our province to guide the use, management and development of geographical indication trademarks.
Trademark and brand strategy is an important economic development strategy, and its implementation is also a long-term and basic work. To this end, the Ningbo Municipal Market Supervision and Management Department is the first in the province to launch the Star Brand Work Guidance Station construction "Spark Plan". Through the market supervision department and township streets, industry associations, professional markets, and business districts, the market supervision department jointly builds a platform to form a trademark and brand guidance station. The joint efforts of the two parties will actively provide services and assistance to market entities, thereby laying a solid foundation for grassroots trademark and brand guidance work.
As of 2015, 71 star-rated brand work guidance stations have been established in the city. Among them, there are 18 three-star hotels, 19 two-star hotels and 34 one-star hotels. At the same time, Ningbo City is also actively carrying out work such as cultivating "three" enterprises, building trademark and brand bases, creating trademark demonstrations, and building trademark agencies to strengthen guidance on the city's trademark cultivation work. In the next step, Ningbo will further enrich the website building model and encourage industry associations, characteristic towns, high-tech industrial parks, etc. to focus on cultivating a number of brand guidance stations.
Use Paipian trademark operation in exchange for real money
Trademark rights, as intangible assets of enterprises, are gradually being recognized and utilized by small and micro enterprises. After successfully pledging a loan of 200 million yuan last year, the Dongqian Lake trademark was once again pledged and a loan of 500 million yuan was obtained. Recently, Ningbo Dongqian Lake Investment and Development Co., Ltd. pledged the exclusive rights of the "Dongqian Lake" trademark and formally signed a loan contract of 500 million yuan with the Ningbo Jishigang Branch of Zhejiang Chouzhou Commercial Bank, becoming the largest single amount of trademark in our province. Mortgage loan.
It is understood that trademark pledge loans solve financing problems for enterprises, help enterprises pay attention to building a brand-oriented and credit-oriented atmosphere, and will also drive more enterprises to solve financing problems through this channel. ?Dongqian Lake? trademark is a full-class registered trademark registered in March 2003. In 2014, it was recognized as a famous trademark of Zhejiang Province.
According to the evaluation by the national authority, its brand evaluation value exceeds 2.05 billion yuan. The trademark is now used by 31 companies, 32 categories of goods, and 15 million products inside and outside the region.
In recent years, Ningbo’s trademark pledge loan work has continued to accelerate. In June last year, the Ningbo Municipal Administration for Market Regulation and the Ningbo Branch of the People's Bank of China jointly issued the "Opinions on Vigorously Promoting Ningbo's Trademark Exclusive Rights Pledge Financing" to help enterprises, especially small, medium and micro enterprises, solve financing problems. So far, the city has provided a total of RMB 1.151 billion in trademark pledge loans to more than 100 companies, and has actually issued pledge loans of RMB 1.126 billion, accounting for nearly one-third of the province's total trademark pledge loans.
Not only does it work domestically, Ningbo has seen a significant increase in international trademark registrations in recent years, and companies have achieved remarkable results in acquiring foreign brands. Currently, Ningbo has a total of 12,057 internationally registered trademarks. From 2013 to 2015, the number of international trademark registrations in Ningbo was ***3,784, with an obvious upward trend. Among them, 1,078 were registered in 2013, 1,155 were registered in 2014, and 1,551 were registered in 2015. The number of registrations in the three years accounted for 10% of Ningbo’s international trademark registrations. 31% of the total. In addition, some companies in Ningbo are actively expanding overseas markets, participating in the acquisition of foreign brands, and actively safeguarding their international trademark rights abroad, achieving good results. For example, Ningbo Jinhui Photographic Equipment Co., Ltd. in Yuyao has created the miracle of acquiring international trademarks and brands with the courage of "small fish eating big fish". The company successfully acquired the German PROLITE company in November 2009 and obtained all the patents, trademarks, technologies and professional talents of the original PRIOLITE company. After the completion of overseas mergers and acquisitions, the company maintained a multi-brand sales model. Currently, Jinhui Company is strategically cooperating with famous brands in the international film and television equipment industry such as B&H, WESTCOTT, and Calumet. The products produced and designed by Jinhui have been widely recognized in the European and American markets.
The brand protection mechanism innovates to safeguard trademark interests
While making every effort to cultivate trademark brands, the Ningbo market supervision department also spares no effort to strengthen the management and protection of trademark exclusive rights, and has successively carried out? A series of special law enforcement activities such as Red Shield Escort and Red Shield Agricultural Protection have effectively prevented the occurrence of industrial and regional trademark infringement incidents. From 2011 to 2015, the Ningbo market supervision department investigated and dealt with 3,636 trademark cases, resulting in fines and confiscations of 86.6 million yuan. The Ningbo Municipal Administration for Market Regulation was rated as an advanced collective for "double-strike" work by the State Administration for Industry and Commerce, and was jointly awarded the "Trademark Protection Gold Medal" by the State Administration for Industry and Commerce and the World Intellectual Property Organization. The issue management model is the first of its kind in Ningbo to carry out the protection of exclusive rights to registered trademarks. It is Ningbo’s effective exploration and practice of a long-term mechanism for trademark supervision. Since 2013, the Ningbo Municipal Bureau has begun to deploy and implement an "issue management" law enforcement model based on research. The so-called "issue management" means to carry out centralized research and problem identification on the phenomenon of trademark infringement in certain industries and certain categories of goods in the regulatory field of the jurisdiction in advance, systematically analyze and evaluate the counterfeit and infringement characteristics of such industries (commodities), etc., and adopt key management and control measures. , correction, guidance and other law enforcement intervention measures, thereby achieving effective supervision of related trademark infringement phenomena.
As of the end of last year, the city had carried out 414 cases of trademark, issue management, and administrative guidance, investigated and handled 592 cases of trademark infringement, with a case value of 16.15 million yuan, and a fine of 12.83 million yuan. The number of cases and the amount of fines accounted for 32.8% and 44.6% of the statistics of trademark cases respectively, basically achieving the expected goals of overall controllability of some regulatory issues, increased intensity, initial results, and maximum sharing of law enforcement experience.
Take the bonded zone as an example. In recent years, the bonded zone has further improved its market size, influence and reputation through the "issue management" model. According to preliminary statistics, the turnover of the imported goods market in the bonded zone last year was 2.5 billion yuan, a year-on-year increase of 25%; the cross-border e-commerce transaction volume was 2.6 billion yuan, a year-on-year increase of 643%. It is understood that the city has coordinated and determined dozens of work issues including small household appliances, liquor, fire valves, plumbing fixtures, power cords and plugs, etc., which will be jointly promoted by local market supervision departments based on industry distribution.