Brand is an important symbol of the comprehensive economic strength of a country and region. Brand awareness reflects the public's recognition of an enterprise.

Because it is not only a symbol of quality, a passport to the market, a support point for the industry, but also the cohesion of corporate intellectual property rights and a concentrated expression of cultural connotation. It is an organic unity of product visibility, reputation and integrity. . When realizing the infinite power of "brands", entering the 13th Five-Year Plan, Qinghai Province, which focuses on "trademark enhancement value and brand-driven development", is also developing a "brand-strengthening province" of "increase, appreciation and going global". On the road, spur the horse forward and strive to catch up?

Since 2002, the "Salt Bridge" trademark of Qinghai Salt Lake Potash Co., Ltd. and the "Snow Boat" trademark of Qinghai Xuezhou Sanrong Group have successively won the title of China's Well-known Trademark , the breakthrough in achieving zero well-known trademarks in China in Qinghai Province began, and the province's trademark strategy entered a new period of development. Three major squares: Brand construction goes hand in hand

In recent years, our province has promoted the strategic deployment of "Strengthening the Province with Brands" around the provincial party committee and the provincial government, adhering to the principle of brand priority and gradient advancement to expand registered trademarks Based on the total amount, focusing on building famous trademarks in Qinghai Province and well-known trademarks in China, we will increase efforts in trademark and brand cultivation and comprehensively promote the implementation of the trademark and brand strategy.

Data from the provincial industrial and commercial department show that as of the end of 2015, the number of trademark registration applications in Qinghai Province has exceeded the 2,000 mark for five consecutive years. Currently, there are 12,918 registered trademarks in China, including 43 well-known trademarks in China, 175 famous trademarks in Qinghai Province, and 33 registered geographical indication certification trademarks. Among them, in 2015 alone, 2,936 trademarks were successfully registered, an increase of 40.2% compared with the end of 2014.

Under the policy guidance and financial support of the provincial party committee and the provincial government to vigorously develop specialty industries and cultivate private brands, Qinghai brands have blossomed, and product brands with unique regional characteristics have sprung up like mushrooms after a rain. It took 18 years for the number of trademark registrations in the province to increase from hundreds to thousands, 13 years to increase from 1,000 to 5,000, and only 4 years to increase from 5,000 to 10,000.

Qinghai Yijia National Clothing Co., Ltd. has developed from a little-known family workshop-style processing factory into one of the world's largest development and production enterprises of Muslim products and national costumes. The sales company has expanded into Saudi Arabia, the United Arab Emirates, Pakistan and other countries and domestic provinces and cities.

Kunlun Mountain Mineral Water dedicates the best glacial snow water in natural mineral water to consumers who pay more and more attention to safety and health.

In 2015, in order to solidly promote the trademark and brand strategy, the Provincial Administration for Industry and Commerce selected enterprises with plateau characteristics, a certain scale and broad development prospects from among the famous trademark enterprises in Qinghai Province, and conducted a One-to-one tracking service, in the end, 8 reported items including Jinta Highland Barley Wine, White Camel Halal Meat Products, Lujie Egg Poultry, Chaerhan Salt, and Jiumei Tibetan Medicine were approved by China. Well-known trademarks have added new troops to the first line of our province's three major formations, greatly enhancing the market competitiveness of Qinghai brands.

At the same time, in conjunction with the "Opinions on the Implementation of Qinghai Province's Strategy for Further Promoting Agricultural and Livestock Product Trademarks and Geographical Indication Brands", the Provincial Administration for Industry and Commerce and the Provincial Department of Finance issued the "Qinghai Province Brand Construction and Development Special Fund Management Measures" ", further increasing support for trademark registration of agricultural and livestock products. Many green, natural, pollution-free agricultural and livestock products that were unknown in various parts of Qinghai have been listed among the private sector as Qinghai trademark and geographical indications for the first time. Hall?.

In 2015 alone, the province applied for registration of 1,660 agricultural and livestock product trademarks, accounting for 42.3% of the province’s total applications; the province currently has 4,159 agricultural and livestock product trademarks, an increase from 2014 76.2%.

In response to the above trends, Zhu Fubao, deputy director of the Commodity Advertising Supervision and Management Office of the Provincial Administration for Industry and Commerce, believes: Today’s trademark registration and application for geographical indication certification are no longer purely self-protection, but should be regarded as Looking at a resource, it is actually the core key point of sustainable development of the industry.

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Brand Product Promotion Conference: A Medium for Going Global

At the 2016 Qinghai Brand Product Promotion Conference in Hangzhou, Qinghai’s yogurt, cereal products, beef jerky, etc. were highly sought after. Sold out;

Large supermarkets, professional farmers' markets, e-commerce, etc. have shown great interest in the green, natural, pollution-free agricultural products from the Qinghai-Tibet Plateau, and are willing to provide the most favorable terms , The most favorable treatment supports Qinghai products to enter the Zhejiang market;

Golmud Melting Ice Planting Co., Ltd.’s quinoa even received a large order of 85 million yuan at the promotion conference, which will pave the way for the company’s subsequent development. Increased confidence? Hangzhou is located in the sub-center of the Yangtze River Delta and is also the capital of China’s e-commerce. For Qinghai’s branded products, it is an ideal place to enter domestic and foreign markets and promote Internet marketing. The promotion meeting is intended to take advantage of Hangzhou's unique location advantages and use Qinghai brand products as a medium to promote Qinghai's beautiful and unique brands to the whole country. Qi Chimin, deputy director of the Provincial Administration for Industry and Commerce, summarized the original intention and gains of this year’s promotion conference.

Up to now, hundreds of Qinghai companies have settled on Taobao, JD.com and other online shopping platforms. With the help of online promotion and online sales, they have successfully realized the "small package export" and "season" Sex sales?, to which industry and commerce, agriculture, animal husbandry, commerce and other departments all contribute.

Since the 2009 Shanghai Promotion Conference, the province’s industrial and commercial departments have carefully selected promotion locations every year. In the past seven years, more Qinghai products and Qinghai-made products have been brought out, making the products that were unknown in the past The Qinghai brand has become a "golden sign", allowing more companies outside the province to learn about Qinghai's specialty products at close range, expanding Qinghai companies' external exchanges and cooperation, and further inspiring their confidence in going global. Promotion will enable Qinghai enterprises to develop from simple product promotion to brand promotion, from simple commodity transactions to business-supermarket docking and even Internet sales, from single product transactions to win-win cooperation.

Brand promotion conferences are becoming the "southern window", "highway" and "booster" for Qinghai enterprises to go global and develop.

Guarantee the exclusive rights of trademarks: make the brand brighter

Some time ago, there was a dustup in the complaint case against a number of highland barley wine companies in the province for alleged infringement and counterfeiting of Huzhu Highland Barley Wine Co., Ltd. settled. There are 14 products from large-scale manufacturers on the market, and they are suspected of counterfeiting Huzhu Highland Barley Wine Co., Ltd.’s flagship products such as Brocade Colorful Huzhu and Highland Barley Altitude Wine. The outer packaging decoration and design style of the counterfeit highland barley wine are very similar to the main products sold by the complaining company, and are suspected of unfair competition. This kind of "famous brand" behavior has led the province's industrial and commercial departments to provide stronger protection for trademarks in recent years.

According to incomplete statistics, from 2005 to 2014, the province’s industrial and commercial system investigated and dealt with 7,850 cases of trademark infringement, including 2,195 cases of well-known trademark infringement, accounting for 10% of the total cases investigated and dealt with. 28%; the total value of the case involved was 59.19 million yuan, of which 20.85 million yuan was involved in the infringement of well-known trademarks, accounting for 36% of the total value involved; the total fines and confiscations paid were 6.74 million yuan, of which 2.46 million yuan was involved in infringement of well-known trademarks, accounting for the total fines and confiscations paid 37% of the total; 685 dens for manufacturing, hiding and selling counterfeits were destroyed, including 382 infringements of well-known trademarks, accounting for 56% of the total. If Qinghai wants to occupy a place in the domestic and foreign market competition, it must create a significant brand. For the well-known trademarks it already owns, it should pay more attention to the protection of trademark exclusive rights and protect the value of this hard-won intangible asset. . Enterprises must abandon the habit of OEM processing for others to avoid the development path that without independent trademarks, the market will eventually become narrower and narrower, and it will be further and further away from the "brand economy". ?The staff of the Commercial and Broadcasting Department of the Provincial Industrial and Commercial Bureau often remind the CEOs of enterprises like this.

Following the above ideas, entering 2016, Qinghai will continue to promote the strategy of "Strengthening the Province with Brands" and firmly grasp the development direction of low carbon, recycling, ecology, green and agglomeration, focusing on rapeseed, potatoes and vegetables. , Chinese and Tibetan medicine, specialty fruits, beef and mutton, cold water breeding and other ten major agricultural and animal husbandry industries, accelerate the cultivation of a number of Qinghai Plateau characteristics of modern ecological agriculture and animal husbandry leading brand brands; combine "hundred innovative projects" and "thousands of households" The Small and Micro Enterprise Cultivation Project will focus on cultivating a number of new industry-leading trademark brands and small and micro enterprise dynamic trademark brands in small and micro industries such as new energy, new materials, and biomedicine. It will strive to have all domestic registered trademarks in the province by 2020. The total number of trademarks has reached more than 20,000, including 50 well-known trademarks in China and 250 famous trademarks in Qinghai Province.