The industry is in the introduction period, with personalized customization and refined digital marketing as highlights

From the perspective of the development of the domestic Internet intellectual property agency industry, the first product in the industry was launched in 2014 Zhiguoguo, the first domestic intellectual property legal service e-commerce company founded by Beijing Zhiguo Technology Co., Ltd. in March, mainly provides users with free trademark registration and complete intellectual property industry chain services. Since then, Internet intellectual property platforms such as Kuaizhihui, Zhiliao.com, Zhiliaowang, and Patent Baba have been launched one after another. Generally speaking, my country's Internet intellectual property agency industry is still in the introductory stage of development. The industry currently does not have very mature products and business models. Many companies are still in the exploratory stage, and there are still many ideas about charging, profit and other models. dispute.

Chart 1: The "Internet" intellectual property agency industry is in the introduction stage

Data source: compiled by Qianzhan Industry Research Institute

The main "Internet" agency models include The following characteristics:

Chart 2: Characteristics of the business model of the "Internet" intellectual property agency industry

Data source: compiled by Qianzhan Industry Research Institute

The industry faces development challenges. "Internet" intellectual property will move toward platformization and decentralization

The "In-depth Research Report on Business Model Innovation and Investment Opportunities in China's Internet Intellectual Property Agency Industry" released by the Qianzhan Industry Research Institute pointed out that the current "Internet" knowledge There are still development challenges for the title agency industry.

First of all, most companies ignore intellectual property rights in their daily operations because they have no time to take it into consideration or are unaware of the risk of loss; most people think that intellectual property rights are patents, but intellectual property rights include patents. , copyright, trademark, domain name, trade secrets and other contents.

Secondly, most companies focus their business competition on price wars, quality wars, etc., but rarely use intellectual property wars. Intellectual property is an often overlooked tool for business competition. Most entrepreneurs understand intellectual property from the perspective of "protecting their own technology"; but the correct understanding should be to view intellectual property from the perspective of commercial competition, and find ways to layout intellectual property around their own products to create opportunities for infringement by competitors. Opportunities and probabilities, obtain sufficient evidence, and use the law to attack competitors. Many intellectual property rights are worthless from an innovation perspective; but they are of great significance from a competition perspective. Entrepreneurs should implement this competitive thinking into business operations, especially the management of R&D personnel.

At the same time, not all technological innovations are suitable for patent protection, such as software (algorithms) and tooling, fixtures and tooling in pilot departments of manufacturing enterprises. The reason is that it is easy to be copied but difficult to detect the other party’s infringement. This category is suitable for protection by technical secrets.

At present, the intellectual property industry is mixed, and many agencies rely on patent copywriting to make money, instead of helping companies write patents with layout thinking from the perspective of corporate development and competition. There is an urgent need in the country for a service-oriented enterprise that truly starts from the perspective of the enterprise, combines each enterprise's own characteristics and industry characteristics, and provides personalized intellectual property strategic layout and consultation for enterprises. Intellectual property should not be a cost department, but should become a profit department to some extent.

Chart 3: The "Internet" intellectual property agency industry faces challenges

Source: Compiled by Qianzhan Industry Research Institute

For the intellectual property industry, especially agency services As far as the industry is concerned, the way of e-commerce is nothing more than to use the Internet to achieve transparency, industry transparency, service transparency, reduce costs, and increase profits, which is also in line with the trend of the Internet. Generally speaking, there are several trends, the first is platformization, the second is product standardization, and the third is decentralization.

1. Platformization

It becomes a comprehensive platform for practicing firms. Because most firms, especially small and medium-sized firms, lack a professional marketing team or management without a marketing team in terms of personnel structure, many outstanding practitioners do not have high-quality business sources.

The platform establishes the market value and channels of the platform through self-marketing, and provides brand protection to the platform through firms, allowing corporate users to choose firms on the platform that meet their own requirements for services.

2. Product standardization

In the past, firms relied on patent application business, and the patent application business itself had no objective standards, and the work standards of each firm were not uniform. In the end, Evaluating the quality of work is nothing more than the final authorization result. There is no objectivity provided to customers in the user experience and product process. At this time, it is a good direction to establish a complete customer experience system and service system, standardize products, promote the standardization of the agency industry, improve the quality of agency work, and provide it directly to users through the Internet in a transparent manner.

3. Decentralization

Patent agency itself is basically a matter undertaken by a single agent. There is not much detailed division of labor and collaboration, so the original office marketing , property management, and manager income can reduce costs and increase service income through patent agents directly connecting with users.

4. Product differentiation

The practitioners themselves need to expand their business models, from the initial and most basic application agency work, to the normal market needs of the enterprise, and develop products that meet the enterprise's normal market needs. The products and intellectual property services themselves also need to be innovatively researched and developed to develop new service products, which is also in line with the trend of the Internet promoting industry adjustment.

Chart 4: Development Trend of the "Internet" Intellectual Property Agency Industry Source: Compiled by Qianzhan Industry Research Institute

The above data comes from "China Internet Intellectual Property Agency" released by Qianzhan Industry Research Institute In-depth research report on industry business model innovation and investment opportunities.