Xinhua Bookstore is a national bookstore chain in China. It was established in Qingliangshan, Yan'an on April 24, 1937. Because the bookstore is under the Central Propaganda Department of the Communist Party of China and the China Publishing Group, it is a national official The bookstore is also one of the publicity and sales centers for official publications. It has branches all over the country. As of 2006, there were more than 14,000 sales outlets. Each provincial capital has a book buying center or book city, etc.; in Hong Kong, it is known as "Xinhua Book City" "It operates in Wan Chai under the name "Zhu Xin Book Company" in Macau.

The inscription on the current branch signboard was written by Mao Zedong in Hebei in December 1948. The current head office and distribution office are located in Xicheng District, Beijing.

History

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On April 24, 1937, Xinhua Bookstore was founded at the foot of Qingliang Mountain in Yan'an, and soon developed to various liberated areas across the country. After the founding of New China, Xinhua Bookstores across the country were unified, and the Xinhua Bookstore Head Office was established on January 1, 1951. In the course of development, Xinhua Bookstore Head Office has gone through the period of unified management of Xinhua Bookstores at all levels across the country (1951-1955); the period of gradually decentralizing management authority to local governments (1956-1965); the ten-year period of the "Cultural Revolution" (1966-1976); The period of progress during rectification and recovery (1977-1978); the period of ushering in the reform and opening up and assuming the business guidance of the national Xinhua Bookstore system (1979-1986); the period of merging the head office with its directly affiliated units in Beijing and transforming it into an economic entity (1987-present).

Overview

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Xinhua Bookstore Main Store is a large wholesale enterprise of central first-class books and audio-visual publications and is affiliated to China Publishing Group. Xinhua Bookstore Head Office has rich experience in book marketing operations. In the long-term development, it has built a nationwide purchase and sales network, warehousing and transportation network and fund settlement network, and has the conditions for intensive and large-scale operations. In recent years, in order to adapt to the growing needs of the book market and increase the use of high-tech means in the book distribution business, a national publication information network system and enterprise management system are being built. The enterprise has a sound structure and strong strength, with fixed assets of more than 300 million yuan, a business area and storage space of nearly 80,000 square meters, and is responsible for handling more than 5,000 Xinhua Bookstores and social bookstores at all levels across the country, including the central level, Beijing area and all over the country. Publications from more than 500 publishing houses are shipped.

Economic and System Structure

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With the gradual establishment and improvement of the socialist market economy, Xinhua Bookstore Head Office continues to accelerate the pace of reform. Develop and grow in the reform. Especially in recent years, corporate efficiency has continued to improve, with average annual sales, gross profit margin, total profit, and inventory reaching 1.28 billion yuan, 7.33 billion yuan, 24 million yuan, and 157 million yuan respectively. The composition of the main book wholesale business is relatively reasonable. After years of accumulation, the company's total assets have reached 700 million yuan, of which 398 million yuan is owner's equity. The asset-liability ratio has remained at a reasonable level of around 50 for many years. The book market coverage rate is more than 90%, and the book sales market share is about 5-7%, and it is expanding year by year, becoming the backbone of the state-owned book distribution industry. As the book market continues to develop in the direction of "unification, openness, competition and orderliness", Xinhua Bookstore Head Office will have greater achievements and development.

In recent years, the head office has adhered to "market development" as a guideline, actively promoted the agency system, consignment system and sales promotion system, conceived new ideas to adapt to the development of market economy, implemented regional development strategies, and strived to enhance its own Strength and vitality, adjust resource allocation, and achieve a diversified combination of industries.

At present, the company has initially built several operating systems:

The book issue and spot purchase and supply and marketing systems are mainly based on the Beijing publishing house and wholesale center;

Shanghai Donghua Book Distribution A regional book wholesale system based on agency companies;

A book and audio-visual retail chain network system based on large shopping malls;

A book and audio-visual retail chain system based on Xinhua Audio-visual Leasing and Distribution Co., Ltd. Production and distribution of audio-visual and electronic publications and community chain sales entities;

Book logistics and distribution system mainly based on storage and transportation companies and logistics centers;

Based on information centers and publishing A book e-commerce system that combines traditional material subscription business and a computerized management system for purchase and sales business;

An asset management entity focusing on property management services;

Shuxiangyuan Hotel and China Xinhua Travel Agency are mainly diversified operating entities.

The above operating systems, together with various functional departments, constitute the organizational structure under the leadership of the general manager’s office of the main store: office, party work office, personnel and education department, planning and finance department, infrastructure department, audit department, security department Office, Beijing Distribution Office, Wholesale and Sales Center, Storage and Transportation Company, and Information Center.

In its fifty years of operation and development, the Xinhua Bookstore Main Store has issued a total of 4.2 billion books, 1.1 million kinds, and 21 billion yuan in books. The cumulative sales revenue was 15.1 billion yuan and the total profit was 487 million yuan.

In the new century, the main store will continue to adhere to the policy of deepening reform, strengthening management, expanding operations, and promoting its own steady development, striving for steady growth in economic benefits, and building the enterprise into a large-scale modern book circulation center radiating across the country. . We will continue to emancipate our minds, implement the "big company strategy", accelerate the transfer to a modern enterprise system, and enable the enterprise to achieve a fundamental transformation from "big" to "strong".

"Xinhua Bookstore" - the road to well-known trademarks

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In December 1948, Comrade Mao Zedong visited Xibaipo, Pingshan County, Hebei Province The inscription for Xinhua Bookstore is still in use today. After more than 10 years of hard work, the Xinhua Bookstore service trademark registered by the China Xinhua Bookstore Association was recently recognized as a well-known trademark in China by the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce. Why does "Xinhua Bookstore", a "time-honored brand" with a glorious history of 70 years, still need to be recognized as a well-known trademark? How did she go through the process of being recognized as a well-known trademark?

The origin of Xinhua Bookstore’s trademark registration dates back to 1993. At that time, incidents occurred in Guangdong, Jiangxi, Fujian, Hubei, Liaoning, Beijing and other places where individual bookstores posted "Xinhua Bookstore" signs and illegally sold pirated books and illegal publications in the name of Xinhua Bookstore. Xinhua Bookstores in Yunnan, Hainan and other places have also sent letters stating that the local industrial and commercial administration departments have no legal basis to stop the above-mentioned infringements.

For this reason, Xinhua Bookstore Headquarters specially reported this issue to the Press and Publication Administration. After the leaders of the Administration studied and decided, the Xinhua Bookstore Headquarters was entrusted to represent the national Xinhua Bookstore system with the "Xinhua Bookstore" store sign in Mao Zedong's handwriting. As a logo, apply for "Xinhua Bookstore" service trademark registration at the Trademark Office of the State Administration for Industry and Commerce (hereinafter referred to as the State Trademark Office).

When I initially applied for registration, the response I received was that the logo could not be registered as a trademark. The reason is that the word "bookstore" is a business name and is not within the scope of registration, and the word "Xinhua" has been registered before, so the registration in 1995 was unsuccessful.

"Provocation" by squatting trademark registration

In October 1996, a Chinese-American came to the Xinhua Bookstore main store and claimed that he had registered the "Xinhua Bookstore" trademark in the United States. Expressed the hope to seek cooperation with the head office, or operate jointly in the form of a joint-stock system, or have the head office fund the acquisition of its trademark registration in the United States. The reply from the head office at that time was that, first, whether to cooperate would depend on the instructions of the Press and Publication Administration; second, Mao Ti’s “Xinhua Bookstore” sign is an intangible asset of the Xinhua Bookstore system, and only Xinhua Bookstore in mainland China has the right to use it, and Xinhua Bookstore The head office has the right to register, and others do not have the right to register this trademark overseas.

At the same time, a domestic foreign-related patent and trademark agency informed the head office that it received a letter from an American trademark search company. On August 13, 1996, someone used Chinese in Mao, Kaili and Hanyu Pinyin. and English fonts have been registered with the U.S. federal government as the "Xinhua Bookstore" trademark. The trademark agency took into account the special nature of the "Xinhua Bookstore" trademark and its influence abroad, and asked the head office to treat it with caution (later verified by the head office, the trademark registrant in the United States was an American who came to the head office to discuss the repurchase of the trademark Chinese).

Full appeal from publishing seniors

After that, the Press and Publication Administration clearly instructed that the Xinhua Bookstore Head Office should represent the entire industry and overcome all difficulties to first successfully register the "Xinhua Bookstore" trademark in China. Then register overseas, especially in countries and regions where Chinese people live intensively.

1997 was the 60th anniversary of the founding of Xinhua Bookstore. According to the instructions of the Press and Publication Administration on trademark registration, the head office entrusted the China Trademark and Patent Office to apply for the trademark registration of "Xinhua Bookstore" to the State Trademark Office. Apply. However, this application was rejected again by the State Trademark Office for the same reasons as in the 1995 reply. Therefore, the head office turned to seek support from the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce (hereinafter referred to as the Trademark Review and Adjudication Board), the arbitration institution for trademark registration. The head office prepared a large amount of written materials, introduced the history of Xinhua Bookstore in detail, fully stated the reasons for registering the "Xinhua Bookstore" trademark, and asked the Trademark Review and Adjudication Board to support the registration of the "Xinhua Bookstore" trademark based on the particularity of the Xinhua Bookstore industry. After studying the application materials, the Trademark Review and Adjudication Board went to the Xinhua Bookstore Head Office several times to learn about the situation and organized special seminars.

At the same time, many veterans in the publishing industry have also used different channels to call for registration protection for "Xinhua Bookstore", a state-owned intangible asset and famous brand. At that time, Liu Gao, Wang Yi and other senior leaders in the publishing industry launched a joint proposal at the CPPCC meeting, calling for attention to the trademark registration of "Xinhua Bookstore" to protect this well-known brand from infringement.

Successful registration and another victory

Based on the 60-year glorious and long history of Xinhua Bookstore, taking into account the particularity of the Xinhua Bookstore industry, especially the Mao-style "Xinhua Bookstore" font in overseas With internal and external influence, the Trademark Review and Adjudication Board made the final decision to register the "Xinhua Bookstore" trademark. The State Trademark Office finally accepted and announced the registration of Class 35 and Class 39 service trademarks of Xinhua Bookstore. After the expiration of the announcement period, the registration of the "Xinhua Bookstore" trademark was approved in January 1998 and November 1998 respectively. After the China Xinhua Bookstore Association was established in 2003, the Xinhua Bookstore Head Office transferred all the registration and holding rights of the "Xinhua Bookstore" trademark to the association free of charge. The association also registered Class 16 and Class 41 "Xinhua Bookstore" with the National Trademark Office. trademark.

With the increase in the popularity of the "Xinhua Bookstore" trademark, and in order to further increase the protection of the "Xinhua Bookstore" trademark, the China Xinhua Bookstore Association President's Office Meeting decided to issue a trademark to the trademark in August 2006 The review committee submitted an application for recognition of a well-known trademark for "Xinhua Bookstore". After reviewing a large amount of written evidence prepared by the Xinhua Bookstore Association, the Trademark Review and Adjudication Board determined in August 2007 that the trademark "Xinhua Bookstore" was a trademark in accordance with Article 14 of the Trademark Law of the People's Republic of China. Well-known trademark in China.

In accordance with the spirit of the instructions of the General Administration of Press and Publication, in order to comprehensively strengthen the overseas protection of the "Xinhua Bookstore" trademark, the China Xinhua Bookstore Association hired the China Trademark and Patent Law Firm in May 2006 to act as an agent in 22 countries Apply to register the "Xinhua Bookstore" trademark. These 22 countries are: Australia, Japan, South Korea, Vietnam, Singapore, the United Kingdom, the United States, Austria, Belgium, the Netherlands, Luxembourg, France, Germany, Italy, Mongolia, Poland, Portugal, Romania, Russia, Spain, Switzerland, and Ukraine. At present, China Xinhua Bookstore Association has obtained the registration certificate from the Madrid International Registration Office of the World Intellectual Property Organization.

At this point, Xinhua Bookstore, a golden sign and an important state-owned cultural brand, has been fully protected at home and abroad.