Huanglong Hotel in Shanwan Village, Jiaxing City

The Shanwan people who live close to Hangzhou Bay have made a living by fishing at sea for generations. Now they wear shoes and go ashore to catch fish, shrimp and shellfish by themselves. Snails are made into seafood to attract guests from all over the world, and the unique cooking methods of fishermen create a unique flavor. The seafood catering industry is becoming more and more popular in Shanwan Village, and seafood hotels are opening one after another. The number of shops attracts more customers, and diners from all directions come in waves.

According to Ding Jinhong, director of the Hong Kong Branch of Jiaxing Industrial and Commercial Bureau, there are now 17 registered seafood hotels in Shanwan Village, and several more are in preparation and will soon open for business. Huang Longjian, secretary of the village party branch, told the author that the opening of seafood restaurants in Shanwan took place in the past two years, but in just two or three years, seafood hotels here have become a trend, attracting people from Pinghu, Jiaxing, Haiyan, Diners from Haining, Shanghai, Hangzhou and other places come here one after another, and the annual turnover exceeds 20 million yuan.

In the midst of prosperous business, Shanwan people, who are good at recognizing wind and waves, saw a crisis. Huang Longjian, who took the initiative to lead everyone to open a seafood restaurant, foresaw that the rising tide must inevitably come with an ebbing tide. If we want to remain invincible in the storm, Shanwan's seafood must not only be bigger, but also stronger. To be strong, the only way is to implement brand strategy. Focus on the quality of seafood products internally, give full play to the unique fisherman flavor, and build a brand image externally. So, with the help of Jiaxing Port District Industrial and Commercial Bureau, Shanwan Village began to register its own trademark and build a fisherman's catering brand.

In Shanwan Village, Huang Qixiang, the owner of Huanglong Hotel, was the first person to register a trademark, and he registered four trademarks, namely "Tangshan", "Shanwan" and "Shanwan Huanglong". and "Zhapu Huanglong". This veteran fisherman, who is over fifty and has been fishing for more than 30 years at the age of 14, has registered trademarks just like when he cast a net to catch fish, the more the better. Lao Huang said: "Because when people outside mention the seafood in Shanwan Village, they always mention these words, so I registered all these words as trademarks." Since registering these four trademarks, The popularity of Huanglong Hotel has been greatly improved, and the business has become more prosperous. The monthly turnover has exceeded 100,000 yuan.

Huang Qixiang said: "Because I have my own brand, the quality of the seafood is more exquisite, the cooking and preparation are more diligent, the service is more warm and considerate, and the operation is more standardized. I can't just Once you have a brand, smash it yourself.”

When I heard that Huang Qixiang had registered a trademark, some shop owners were curious at first: What’s the use of registering a trademark when opening a restaurant and selling seafood? The owners of several larger seafood restaurants even went to Huang Qixiang to ask what happened. Therefore, the village branch secretary Huang Longjian and the industrial and commercial personnel of the Hong Kong District gave them some explanations and guidance.

Huang Longjian told the seafood shop owners: "The taste of our seafood must be 'local', but the business methods must not be local. We must standardize, step up, and let everyone know, so we must register a trademark." Brand. Besides, the fisherman flavor of Shanwan Seafood is also an intellectual property. If we register a trademark, we can’t let anyone copy it and steal our achievements.”

Shop owners suddenly realized this and took action immediately to register trademarks.

I heard that Huang Qixiang had registered the Tangshan trademark. Shi Shuihua, the owner of Tangshan Seafood Restaurant, blamed herself for her lack of awareness. If she had registered the trademark earlier, the "Tangshan" registered by Huang Qixiang would have been hers. Shi Shuihua said: "Now, I have no choice but to register another trademark."

Huang Longjian said excitedly that by registering a trademark and implementing a brand strategy, Shanwan people will not only open a few seafood restaurants, but Create a characteristic industry that relies on the sea and eats from the sea, and an industry with great development prospects.