Trademark evaluation case:

The Luomeng Group, located in Jiangkou Town, Fenghua, Ningbo, Zhejiang, was founded in 1984. It is a national, non-regional, cross-industry, modern company approved by the State Administration for Industry and Commerce. A well-known large-scale clothing enterprise group, Luo Meng's annual sales volume of suits ranks first in the country. The overall market share of suits in the domestic market ranks second. In 2002, sales reached RMB 1.5 billion, with profits and taxes exceeding RMB 100-200 million. The group is also the largest exporter of suits in my country, having exported more than 5 million suits in total, ranking first in the country in terms of export volume. The group now has fixed assets of 1 billion yuan, 98% of the world's first-class high-tech clothing production equipment, and more than 10,000 high-quality employees. The company has passed ISO9002 international quality system certification and ISO14001 international environmental protection. Environmental management system certification. "Romon" is now a registered trademark in more than 20 countries including the United States, France, Italy, Russia, and Japan. It is a well-known trademark in China, a Chinese famous brand, and a Zhejiang famous brand.

In September 2007, it was evaluated by the national authoritative evaluation agency 010-81870798. Its trademark value was as high as 2.6 billion yuan, and it successfully obtained a mortgage loan of 780 million yuan from the Agricultural Bank of China, creating the largest intangible asset mortgage loan in China.

1. Trademark evaluation procedure

1. Understand the evaluation purpose and wishes of the client and fully communicate;

2. Sign an entrustment contract to clarify the purpose of assessment, assessment objects, assessment base date and various requirements;

3. Define the ownership of property rights;

4. On-site inspection to understand the production, operation, management and other conditions;

During the on-site inspection, the company must understand the following conditions:

A. The economic and cultural conditions of the region where the enterprise is located, and the economic and cultural conditions of the region where the enterprise project is developed.

B. The company’s main successful experiences.

C. Business operating status: the current operating status of each important subsidiary.

D. Current status of enterprise management: on-site management, system management, safety management, cost management, etc.

E. The company’s main honor status and social welfare work status.

F. Enterprise talent status and human resources management status.

G. Enterprise intellectual property status and technological advancement.

H. The status of corporate culture construction and employee team construction.

I. The management thoughts of the enterprise management team, especially the core leaders.

J. Enterprise’s future development plan (3-5 years) economic forecast.

5. Guide the client to fill in the information;

6. Market research, data retrieval, analysis of relevant market demand, technical indicators, economic indicators, industrial policies, industry information, etc.;

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7. Expert demonstration, evaluation and estimation, three-level review;

8. Issue a draft of the evaluation report for comments, exchange opinions with the client, and improve the report;

9 .Issue a formal evaluation report.

2. Time required for trademark evaluation

The evaluation time starts from the date of signing the contract, and all work will be completed within fifteen working days and a formal report will be delivered to the client. If your company has special time requirements, you should inform us in advance so that we can adjust work arrangements and progress in a timely manner.

Specific work and time arrangement:

(1) On-site work takes about three working days; the company should cooperate with the assessment agency to complete the following tasks:

A. Discussion and inspection: Understand the company’s development history, experience, and future development plans; (one working day)

B. Provide basic evaluation materials according to the list of materials proposed by us (two working days);

(2) Market research, industry research, report writing, and third-level review (about ten working days);

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(3) Issue a draft evaluation report and solicit opinions from the client (one working day)

(4) Issue a formal evaluation report and hand over the project (one working day).

3. Principles to be followed in trademark evaluation

1. Principle of independence: Have independent evaluation qualifications, conduct independent operations, and bear civil liability independently.

2. Principle of objectivity: proceed from reality, conduct careful investigation and research, and conform to the actual selection methods and standards of the company's valued assets.

3. Scientific principle: Use the basic principles of asset evaluation to guide operations, which is in line with both national norms and international practices.

4． Principle of asset verification: Do not reduce or omit appraisal of assets under appraisal.

5. Principle of safety and confidentiality: Keep known technical secrets and business secrets absolutely confidential.

IV. Basis for trademark evaluation

1. State Council Order No. 91 "Asset Evaluation Management Measures".

2. "Asset Assessment Standards" and "Asset Assessment Standards - Intangible Assets" promulgated by the Ministry of Finance;

3. State-owned Assets Supervision and Administration Commission (92) Order No. 36 "Implementation of Asset Assessment Management Measures" "Detailed Rules";

4. "Opinions on Standards for Asset Assessment Operations" issued by the China Asset Appraisal Association on May 7, 1996;

5. "Guiding Opinions on Enterprise Value Assessment."

6. "Company Law of the People's Republic of China";

7. "Trademark Law of the People's Republic of China";

8 , "Patent Law of the People's Republic of China";

9. Relevant national laws, regulations and relevant opinions and regulations;

10. Assessment of various types of data collected and investigated material.

5. Trademark Appraisal Changhu La Jiuzhixing Shoes Explosive Cat Valuation Method

Under the condition of going concern, the intangible assets valuation adopts the internationally accepted intangible assets valuation method - the present value method of income.

The income present value method is an evaluation method that determines the value of the asset being evaluated by estimating the expected income during the economic life of the asset and converting it into the present value using an appropriate discount rate. ...Guangdong Zhigao Air Conditioning Co., Ltd. is one of the top four air conditioner sales companies in China, ranking fourth in the industry. The company has nearly 10,000 employees and annual sales of 6.8 billion yuan. In 2006, it won the title of "China's Well-known Trademark".

In March 2007, Zhongdu Guomai evaluated its intangible assets for the purpose of pledging the "Chigao" trademark rights and brand promotion, and successfully obtained a pledge loan of 100 million yuan from CITIC Bank, and passed this This evaluation has achieved good brand promotion in the industry.