Editor's note: As China's accession to the WTO, international and domestic competition has become increasingly fierce. To maintain the competitiveness of enterprises must start from a variety of aspects, but one is no less, is to give products registered trademarks, market competition has changed from the main focus of price competition to the main brand competition.
As one of the most important intangible assets of modern enterprises, trademarks are a weapon for enterprises to participate in competition and become the main weapon for enterprises to seize the commanding heights of competition. Consumers can distinguish products of different grades from their trademarks. Trademarks have expanded from the original role of a single external sign to the connotation of the overall quality of the representative company (products, services, quality, reputation, culture, property rights, etc.) and play an increasingly important role in market competition.
Many companies pay more and more attention to trademarks. Enterprises with certain economic strength have registered trademarks for their products, forming a registered trademark. At the end of 1982, there were only 600 effective registered trademarks in Harbin and exceeded the 10,000 mark by the end of 2003. The number of registered trademarks of Harbin Cigarette Factory and Harbin Pharmaceutical Group Six Pharmaceutical Factory reached more than 100 pieces. The registered trademark of Fangzheng County, which has a population of more than 200,000 people, has jumped from 38 in the past to more than 80 in the past five years, promoting the rapid economic development of enterprises and increasing economic benefits.
Heilongjiang Province has a unique resource advantage and has formed a large industrial chain of dairy products, pharmaceuticals, rice, and tobacco industries. It has a world-famous dairy product village, a pharmaceutical town, a selenium-rich rice village, and a tobacco country. Companies have registered trademarks for their products, formed a good brand, implemented a brand strategy, and brought products to domestic and foreign markets, bringing considerable economic benefits.
Wandashan (Dairy Products) Anderson Redstar Group's Red Star (milk powder) from Heilongjiang Wandashan Group is one of the only two well-known Chinese trademarks in Heilongjiang Province. Wandashan Group of Heilongjiang Province is famous for producing high quality products such as “Wandashan†brand milk, fresh milk powder, malted milk and candy. Anda is the “hometown of dairy cows†in China. The Red Star Group is located in Anda City. With the “Red Star†(milk powder) brand, it is favored by many consumers. Product output has increased year after year, and the economic efficiency has been rising year after year. In 2002, it only paid taxes of more than RMB 10 million and became the financial pillar of Anda City.
Heilongjiang is also a major province for the production of medicines, and various kinds of Chinese herbal medicines and western medicines are relatively complete. People call them hometowns of medicines. Harbin Pharmaceutical Group attaches great importance to the registration of trademarks. In recent years, more than 80 registered trademarks have been registered, such as Yandi, Wah Hong, Gaizhonggai, Chungzhongchun and other trademarks.
Heilongjiang Province is a major province for tobacco cultivation and a major province for registered tobacco trademarks. Harbin Cigarette Factory attaches importance to trademark registration, "Sun Island", "Lao Ba Temple", and other brand cigarettes bring good benefits for the company. In 2002, Harbin Cigarette Factory sold a total of 320,000 boxes of various brands of cigarettes, with a sales income of 780 million yuan and a profit of 422 million yuan.
Fangzheng County of Harbin City is the “origin of origin†for the drought-fighting and sparse cultivation of rice fields in the country. The county has 400,000 acres of paddy rice and is also the county with the largest number of registered rice trademarks. Twenty-six rice production agro-products are registered trademarks of rice such as “Emeraldâ€, “Fengyuâ€, “Zhiran†and “Nantianmenâ€. Founder County Baoxing Xiang Shicun "emerald" brand (selenium-rich rice) special nutrition rice, is a famous trademark of Harbin. Before the Spring Festival in 2003, South Africa and other countries purchased 600 tons. It is estimated that 5,000 tons of rice will be exported each year, with an average annual increase of 2 million yuan for farmers.
Many companies have noticeably increased their awareness of trademarking, and have pre-registered trademarks, which has brought good business opportunities and has gained market initiative. The drama "Liu Laogen" was widely hit, and "Liu Laogen" became a hot commodity. A Harbin company spent 2,000 yuan to apply for the "Liu Laogen" trademark and applied for more than 30 kinds of products including coffee, sugar, non-medical nutritional powder, and cereal products. Ice cream, salt, sauce, etc., a Liu Laogen trademark brings a larger market share.
At present, the awareness of trademark of Heilongjiang enterprises has been obviously enhanced, and the product categories of trademark registration have been continuously expanded. In particular, famous trademarks are undoubtedly the pinnacles and selling points of the packaging of goods. They have played a leading role in promoting sales, not only bring about considerable economic benefits, but also importantly protect the legitimate rights and interests of enterprises.