China's well-known trademarks in paint industry are not famous

Twelve trademarks, including 12 paint companies including Garboli, Chenguang Coatings, Garrison, and Chuanhua, obtained the well-known Chinese trademarks of the State Administration for Industry and Commerce in December last year. It is reported that this is the most recognized annual award in the history of the paint industry. It is gratifying!

However, even if many enterprises obtain administrative recognition of well-known trademarks, they cannot conceal the fact that well-known trademarks in the paint industry have been seriously misunderstood and have been alienated, and the proliferation of well-known trademarks is also accelerating the serious devaluation of their value in the paint industry. Many powerful companies are also unwilling to participate in well-known trademarks, and consumers do not care about well-known trademarks. Why is this? Here, the author needs to discuss his own views on well-known trademarks.

Well-known trademark companies should have the corresponding basic conditions Chinese well-known trademark refers to the authoritative organs in accordance with legal procedures identified trademarks, should have the following aspects: In the country for the relevant public is widely known and enjoy a high reputation of the trademark. The author believes that in accordance with the national interpretation of well-known trademarks, paint companies must have the following conditions to obtain the “well-known trademarks” before they are qualified to obtain, otherwise they will not; if they do, they will lose the glory of “well-known trademarks”. Image.

First of all, companies that have acquired well-known trademarks should be companies with considerable scale. The products they produce should be products that meet the needs of the market, can be recognized by consumers, and are responsible to consumers. For coating companies, currently produced paint products must have “energy-saving, environmental-friendly, non-toxic and harmless, beneficial to health”, and have a relatively large scale of production and production.

Second, the products produced by companies that have acquired well-known trademarks should have the following aspects: they must have the functions and excellent physical and chemical properties (ie, good product quality) that consumers need; they must have good social Social image; There should be a certain market share in the market; In the market should have a suitable market price; Must have a stable after-sales service, have a reliable, excellent technical team, can solve the production of the enterprise in time for consumers The product has all the problems that occur during use.

Thirdly, to obtain a trademark designed by a well-known trademark company, it should clearly and clearly demonstrate the distinctive cultural connotation of the company and the product. In addition, it must also have its own characteristics. It should not be the same as the trademark of similar products and must reflect the difference. , can closely match the corporate culture, and has easy-to-read and understandable features.

The spread of well-known trademarks in the paint industry In order to establish a corporate image and build a brand with high reputation and reputation, anyone would like to earn a few honors, even more, in the paint industry. I often find in industry media magazines that companies with “Chinese famous brands”, “Chinese famous brands”, and “world-renowned brands” are all in one place. They are everywhere, and even some companies are self-titled “China. XX first brand." In addition, well-known trademarks are everywhere in the paint industry and can be described as flooding.

In fact, for the "well-known trademark", although not an honor, but in the heart of the company is actually a heavyweight honor, with a certain amount of gold. It stands to reason that the quantity should be very small. However, what puzzles the author is that there are quite a few companies that have “well-known trademarks” in the paint industry, and they have also widely promoted well-known trademarks in media and websites such as television, newspapers, and magazines.

According to the author's understanding of trademarks and brands, trademark and brand advertising language must have factual and valid evidence. However, in fact, many small and medium-sized enterprises that are not well-known in the country also openly display "China Famous Brands" in the media. "China's XX First Brand", "World Famous Brand", etc. What is the basis for these propaganda? Is it compliant with the standards of the trademark law or the relevant laws? All kinds of media and websites randomly publish advertisements with well-known trademarks. Is it irresponsible to the society and consumers? We can often see from various kinds of media such as television, newspapers, magazines and websites that various false and well-known trademark advertisements that are not responsible for and deceive the public can not be tolerated. I also hope that the Administration for Industry and Commerce can strengthen supervision and control against illegal activities. behavior.

In addition, the author is skeptical that the paint industry really has so many "Chinese well-known trademarks"? Recently, the author found out that there are as many as tens of paint companies owning "well-known trademarks" (only a few statistics are made in the media, and others have not been involved). As a person in the industry, so far, I have visited more than 1,000 paint companies and coating manufacturers, including more than 100 well-known paint companies. However, some companies that have “well-known trademarks” have not yet done so. Knowing, it is truly extreme; on the Other hand, it is puzzled that according to my perception of the standards of companies with “well-known trademarks”, why are some of the companies that I’ve visited that are quite large and well-known? Is "China Famous Brand"? Is it my cognitive bias?

According to several visits to companies and large numbers of media newspapers and magazines, I discovered that Guangdong has the largest number of “Chinese Well-known Trademarks,” such as Foshan City, Jialeshi, Bangpai, Ouqi, Ouqi, and Molleng. , Palladium lacquer, peony lacquer, large lacquer workshop, pearl lacquer, Wanshun lacquer, centuries lacquer, etc.; Guangzhou City has Fengyuan lacquer, etc.; Jiangmen City has Huibang lacquer, Qiaoben lacquer, Haojia oupai lacquer, etc. Zhongshan City, there are special paint, music Yiju licensing paint, elegant garden paint, paint master Ali, Wisno paint, Kang Ting paint. In addition, other provinces also have more companies with well-known trademarks, such as Fujian Province, the prospect of paint, more Runsi paint, etc.; Shandong Province have music paint, 000 US water-based paint; Hebei Province has goldfish paint; Zhejiang province has fish Children's paint; Jiangsu Province has cherry blossom paint, etc.

In addition, the author was surprised that in the media of our country, we can also see the beautiful halo worn by some paint companies. For example, Shunde Palladium paint has a “world-renowned brand” (I do not know which department (Assured to issue), Shunde Feihu Paint owns "China's No. 1 Brand" and Shunde Diamond Paint owns "Top 10 Coating Brands in the World", etc.; like Shandong Qingzhou Petal Paint, Shunde Ouqi Paint and Ouqi Waterproof Paint, Zhongshan Wall Sand Lacquer, etc. also has a "Chinese famous brand"; In addition, many unknown paint companies also have "China Famous Brand" and so on.

What is even more interesting is that some paint companies not only own the "China Famous Brand" but also have many other auras. For example, Zhongshan Alibaba Masters owns a well-known Chinese trademark and CCTV joint broadcast brand; Shunde Century Paints has a well-known Chinese trademark, a Chinese century-old name, etc., and I only know that Tianjin Lighthouse and Shanghai Paint have a long history in the domestic paint industry. Less than a hundred years, how could a hundred years of paint become a hundred-year-old?

Strengthen the management of well-known trademarks and supervision The purpose of the well-known trademark identification work is to strengthen the protection of trademark rights, guide enterprises to implement the trademark strategy, use independent trademarks, enrich the connotation of the trademark, attach importance to the innovation and protection of trademark intellectual property, increase the visibility of the trademark, and form a batch of It has competitive enterprises with independent intellectual property rights and well-known brands and strong international competitiveness. It promotes enterprises and economic and social development and promotes the construction of innovative countries. All along, China has continued to promote the selection of "China Well-known Trademarks" with this aim.

However, from the perspective of the paint industry, the recognition of well-known trademarks is very different from the purpose, because from the above-mentioned some brands, some brands received trademarks and honors are completely incompatible with the strength of the development of enterprises, and even some are insulting well-known trademarks. "The laurel wreath" is suspected. If the government's supervision is effective, there will not be so many trademark brands and honors that do not meet the basic norms.

In order to protect the legitimate rights and interests of consumers, the relevant departments are urged to seriously study and propose effective methods to standardize trademark terms and advertisements, eliminate false advertising, maintain normal market order, and crack down on all unlawful acts. In addition, a strict censorship system must be established for media such as television, newspapers, and magazines as well as for online advertisements. Any advertisement that does not have a complete recognition procedure must not be published. Relevant government departments should also formulate a complete set of rules, such as a certain selection criteria and management system, especially the supervision system. They must not let themselves go. They should not turn a blind eye. See it.

The author believes that it is increasingly difficult to identify well-known trademarks. This is a concrete embodiment of the realization of the intellectual property strategy of the coatings industry. It can regulate non-standard operations, combat malicious competition, encourage the paint industry to regulate operations, and legally identify well-known trademarks. Participate in market competition, form a good industry self-discipline mechanism, focus on product quality and service, cultivate some well-known paint brands, and work hard to achieve the “go global” strategy.