Geographical indications are signs that indicate that a product originates from a certain region, and that the specific quality, reputation or other characteristics of the product are mainly determined by the natural or human factors of the region. Geographical indication trademarks can be applied for registration as certification trademarks or collective trademarks in accordance with the provisions of the Trademark Law and the Implementation Regulations of the Trademark Law.
Nowadays, everyone is no longer unfamiliar with geographical indication trademarks. However, many people do not know exactly what obstacles will be encountered in the registration process of geographical indication trademarks, what matters need to be paid attention to, what problems exist when cultivating geographical indication trademarks in various places and how to deal with them. Today I will dedicate an article to you: Analysis of existing problems and countermeasures in the cultivation of geographical indication trademarks? Taking Guangyuan City, Sichuan Province as an example. Analysis of existing problems and countermeasures in the cultivation of geographical indication trademarks? Taking Guangyuan City, Sichuan Province as an example
Sichuan Guangyuan, known as Lizhou in ancient times, is located in northern Sichuan, adjacent to Shaanxi and Gansu provinces, with an area of ??16,300 square kilometers. There are currently 4.9757 million acres of natural forest, with a forest coverage rate of 54%. The unique geographical and climatic environment has given birth to rich product resources. In recent years, Guangyuan City has continuously increased its efforts in cultivating geographical indication certification marks (hereinafter referred to as landmarks) and achieved remarkable results.
Current status of landmark cultivation
Guangyuan City, in accordance with the development idea of ??"government-led, enterprise-led, industrial and commercial-driven, and departmental linkage", vigorously promotes the implementation of the trademark revitalization strategy and actively carries out trademark enrichment work. , guiding agricultural-related enterprises to register landmarks and use landmarks to develop characteristic agriculture. As of the end of 2015, Guangyuan City had 22 valid registered landmarks, ranking first in the province, city, and state.
Currently, Guangyuan City has cultivated a number of agricultural products brands with strong regional characteristics, such as Cangxi red kiwi, Cangxi snow pear, Qingchuan black fungus, Chaotian walnut, Jianmenguan tofu, and Guangyuan olive. Among them, Chaotian walnuts are planted in 170 towns and 7 counties in the city, covering an area of ??1.7 million acres, with an annual output value of 5 billion yuan. The registration and use of landmarks play an important role in promoting the development of agricultural industrialization in Guangyuan City, improving the organization level of the rural economy, solving farmers' employment and increasing farmers' income.
Existing problems
Although Guangyuan City’s landmark cultivation work has achieved remarkable results, there are also some problems.
1. Lack of overall planning
In recent years, Guangyuan City has formulated a number of policies to support the development of trademarks and issued implementation opinions on trademark development, positioning trademark and brand creation as an important economic aspect. development strategy, and formulated and improved supporting policies and working mechanisms. However, when it comes to landmark cultivation work, the city has yet to formulate a targeted implementation plan, and has not incorporated landmark development into the city's economic development plan. This is inconsistent with Guangyuan City's strategic positioning of trademark rich farmers, resulting in a lack of focus on landmark cultivation work. , the unique resources are not explored in depth, and the advantages of landmark resources are not fully developed.
2. The working mechanism is imperfect
Guangyuan City’s landmark resources are mainly concentrated in agriculture, forestry, animal husbandry, fishery and other industries, and the landmark application registration process involves industry and commerce (market supervision) , quality supervision, agriculture and other departments, there is currently no effective synergy between the various departments, resulting in an imperfect working mechanism for landmark cultivation. In addition, Guangyuan City lacks sufficient special funds for the cultivation of landmarks. Landmarks require a long period from registration application to successful registration, and require a lot of funds. It is still difficult to rely entirely on industry leading companies or associations to bear the funds, which also affects the development of landmark cultivation work.
3. Irregular management
At this stage, some industry associations in Guangyuan City are not very aware of the standardized management of landmarks, have not established an effective management system, and the licensing system needs to be Complete. For example, the quality control of landmark products is not strict, and the standards for products entering the market are not unified and standardized, resulting in uneven quality of landmark products; the actual value of landmarks is ignored and used as a common name for products; not enough attention is paid to the protection of landmarks. Infringement of the exclusive rights of landmarks occurs from time to time; some landmarks are left idle after registration and their utilization rate is low.
4. The scale, industrialization, organization and standardization of landmark products are not high
Among the industries related to the 22 landmarks in Guangyuan City, the vast majority of production and operation entities are small in size. Small, with mostly free and loose connections with farmers, underdeveloped industries, weak radiating and driving capabilities, and poor ability to withstand market risks.
At the same time, there is little information communication between production and operation entities, the production structure is convergent, and product management is mainly based on shallow buying and selling relationships, which cannot bring added value to the processing and circulation links, and it is difficult to form scale benefits of industrial clusters. In addition, the quality of Guangyuan City's landmark products is low, the technological content is low, and the innovation capabilities of enterprises are insufficient, which is not conducive to promoting the adjustment and upgrading of industrial structure.
5. The economic benefits are not significant
Guangyuan City is rich in natural products and has many high-quality agricultural products. However, many products have low market share and low prices, and lack a voice in market competition. . The main reason is that some agricultural-related enterprises do not pay enough attention to the creation of landmark brands and have low awareness. There is still a lot of room for improvement in the city's landmark cultivation work. In addition, the economy of Guangyuan City is relatively backward. Most industry associations or landmark holders only care about immediate interests and ignore long-term development. They do not pay attention to product promotion and image creation. The added value of products has not been deeply developed and utilized, resulting in low economic benefits for landmarks. . According to statistics, among the 22 landmarks in Guangyuan City, only Chaotian walnuts and Cangxi kiwis had output values ??of 5 billion yuan and 1.15 billion yuan respectively in 2015. The annual output values ??of other landmark products are relatively low.
Countermeasures and Suggestions
1. Scientifically formulate development plans
Under the leadership of local government, the industry and commerce (market supervision) department can take the lead in organizing personnel to go deep into each township to conduct comprehensive inspections of the city Conduct a thorough investigation of the basic situation of featured products, comprehensively examine the actual situation of agricultural-related enterprises in Guangyuan City, understand the production scale, sales situation and market prospects of agricultural products, sort out the city's landmark resources, and make a list; hire experts to review the resources listed on the list Analyze the feasibility of applying for landmark registration, screen and review each item, and then combine the geographical environment, humanistic factors and market demand of the candidate products to finally determine the candidates and apply for registration; compile the "Guangyuan City Landmark Cultivation and Development Guide" to enhance the landmark brand The planning work is forward-looking and instructive; a landmark development center composed of industry and commerce (market supervision), agriculture, animal husbandry, forestry, aquatic products, quality supervision and other departments will be established to implement special funds, clarify goals and tasks, and deeply explore unique resources.
2. Strengthen publicity through various means
The construction of landmark brands is a process of creating regional public brands. Under the new situation, it is necessary to increase the publicity of landmarks and promote the whole society to realize that landmark products are a "sharp tool" to increase farmers' income and increase industrial efficiency, and are a "business card" to enhance regional visibility, so as to create a good atmosphere for cultivating landmark brands; establish Specialized promotion mechanism to do a good job in landmark brand publicity and planning to enhance the image of landmark products, such as guiding relevant companies to actively participate in various domestic and foreign trade fairs, expos and trade fairs, etc., thereby enhancing the visibility and influence of corporate products in the industry force. At the same time, it is necessary to cultivate a sense of innovation and use new means such as "Internet +" to carry out multi-dimensional and three-dimensional publicity activities.
3. Increase financial and policy support
It is recommended that the government increase financial investment in landmark cultivation, regard landmark cultivation as a livelihood project, and encourage social capital to participate The creation of landmark brands forms a multi-channel and diversified capital investment mechanism. At the same time, advantageous enterprises with strong local characteristics, high technological content, strong innovation capabilities and great radiating effects should be given appropriate policy support in the production and operation of landmark products to create a good development environment.
4. Cultivate leading enterprises to create characteristic industrial clusters
Leading enterprises have a certain demonstration and guidance role for other enterprises in the same industry. Its development will help improve the degree of industrial organization and transform the mode of agricultural development. of great significance. It is recommended that Guangyuan City vigorously support the development of leading enterprises, guide leading enterprises to focus on green products and specialty products, and create "three" (well-known, famous, famous) landmark products. In addition, small and medium-sized enterprises can be encouraged to carry out asset mergers, acquisitions and reorganizations, integrate superior resources, create characteristic industrial clusters, increase technological innovation, extend the industrial chain, and promote industry expansion, quality improvement, and efficiency increase.
5. Strengthen the management of landmark use
Successful registration of landmarks does not mean everything will be fine, and their use must be managed. It is recommended that Guangyuan City landmark holders formulate relevant management regulations, requiring landmark users to strictly implement product quality standards or planting specifications to ensure the stable quality of the core features of landmark products, and to unify packaging, standardize names, symbols, logos, etc., so that consumers can form ?Landmark products mean high-quality, distinctive cognition.
At the same time, a law enforcement mechanism for regional linkage and departmental collaboration should be established, supervision and law enforcement should be strengthened, cases of infringement of exclusive rights to landmarks should be strictly investigated, and the legitimate rights and interests of landmark holders should be effectively protected.