When talking about the foreign trade situation of Zhejiang's clothing, luggage and other products, many people think of "volume": winning foreign markets through low prices and huge product quantities. However, there is a company in the development zone that exports bags, Hangzhou Genma Box Co., Ltd., with products sold in more than 100 countries around the world. From 2008 to last year, the total export value of enterprises exceeded 500 million yuan. Lu Qiang, the person in charge of the company, told reporters that Gemma bags do not care about quantity or price. The reason why they can win the market depends entirely on the word "brand". Professional agent for brand registration and transfer. To break away from the price war, we rely on brand, just like many companies engaged in export and foreign trade. When Gemma Luggage first started dealing with foreign customers, it also took the price route. In the company's showroom, CEO Lu Qiang recalled an experience in the company's early days: 'Our products were mainly for foreign trade at the beginning. Foreign buyers are accustomed to the OEM model and often keep prices very low. Domestic companies can only rely on volume in exchange for profits, which is very passive. "This model lasted for a while, and Lu Qiang began to think about whether he could change the relationship with his partners: "Years of work experience tell me that there are only three things that have a price for a company: unique technology, channels and... There is a brand. ( ). We have no control over the channels when our products are sold abroad. So for enterprises, all we can master are technology and brand. ’ Four removable wheels allow consumers to save on shipping fees. The brand is built on quality, service, and unique technology. Good bags are not only lightweight, allowing consumers to use them with less effort, but also save money. In the company's showroom, Lu Qiang showed reporters their R&D products. This is a 20-inch carry-on suitcase. Compared with ordinary suitcases, the four pulleys at the lower end of this suitcase are removable. Frequent flyers often face a checked-in problem: airline regulations stipulate that passengers can only bring one 20-inch carry-on suitcase at most, and checked products exceeding a certain weight will be charged extra. ‘How can I carry more stuff in a 20-inch suitcase? So we designed this product. When the four wheels at the bottom of the box are removed, the size is the same as an ordinary 20-inch suitcase on the market. Helping consumers gain space also helps them save shipping costs. ’ Lu Qiang introduced. Maintaining a brand is a technical job that costs money. If brand building is about cultivating internal skills, then brand maintenance is an external technical job. The Gemma luggage brand has spent a lot of money on various registrations. Lu Qiang gave an example. ‘A leather goods company in Italy raised numerous objections to our registration and blocked our registration. This resulted in us receiving objection notices or response notices from local intellectual property offices or courts in a series of countries and regions such as New Zealand, the United Arab Emirates, Saudi Arabia, Thailand, Hong Kong, and Malaysia. ’ Lu Qiang said, ‘Among them, Saudi Arabia spent US$30,000 on registration fees alone. ’ From 2002 to 2012, in order to respond to these objection cases, Gemma Luggage and its team of lawyers prepared a large amount of evidence materials, went through foreign-related notarization procedures, and finally won the case. Currently, Gemma has 206 registered trademarks at home and abroad, including 19 domestically registered trademarks for its main brands, 163 registered internationally, and 24 domestically registered trademarks for non-mainstream brands.