Business club at the end of August, October 24, the standing committee of the National People's Congress passed on modifying the decision of the trademark law, it is prohibited to produce, the operator will "well-known trademark" for commodities, commodity packages or containers, or used in advertising, exhibitions and other commercial activities.

Since then, after the inspection-free, Chinese famous brand stoppages, home textile industry called "three big honor" China well-known trademark also be disabled.

Once, for the sake of the honor, a lot of deliberate, stressed China home textile entrepreneurs. Journalists access to a large amount of data, can have the three honors only a dozen home textile enterprises. Many enterprises to have these three honors as "shots") to store terminals, and many stores it is with these three honors as the measure of enterprise product quality.

By expanding propaganda

For some unfamiliar brand, if the packaging or advertising has the words "China well-known trademark", consumers will buy more at ease. This is common consumer psychological contradictions, performance in low awareness of home textile industry more and more obvious.

"Now that has the" China well-known trademark ", embodied in the product packaging is also reasonable, because it was approved by the government, authoritative, also can make consumers better distinguish, choose products." Southern general manager of bedroom act the role ofing Xie Ancheng think, will the Chinese well-known trademark printing on the product packaging, have very strong positive effects on home textile brand promotion.

Is rated as early as several years ago China's well-known trademarks, jiangsu menglan group also had the well-known trademark in the home textile product packaging. "There is no denying the fact that it has promoting effect to raise public awareness of the brand." Jiangsu menglan group head tells a reporter, but in recent years, their package has cancelled the well-known trademark, "because our brand is very famous, don't need to use to advertise".

"Apply for well-known trademark, really have the brand publicity, brand protection two meanings." Xie Ancheng said, after the success of the well-known trademark application, they use it for advertising and publicity packaging immediately. It can further improve the recognition of south home textile of bedroom act the role ofing, expand the market influence.

However, holding the advertising purpose, according to the well-known trademark of home textile enterprises in the future this desire to be dashed.

This year submitted twelfth session of the standing committee of the National People's Congress on June 26, the third session of the second draft amendment of the trademark law of the regulation, the production, the operator "well-known trademark" may not be used for commodities, commodity packaging or containers, or for advertising, exhibitions and other commercial activities, and passed the draft on August 30.

Xie Ancheng believes that the implementation of the new rules of the trademark law, holding the promotion, according to the well-known trademark of home textile enterprises declaration would be decreased enthusiasm to a certain extent.

"At the same time, China's well-known trademark legislation, let our inventory before a large number of cases are updated, it will be a big cost." Xie An, said the adoption of the draft, new rules on the implementation of time, in what occasions what time can't use, is a issue for home textile enterprises. Because home textile enterprises need to know how long the transition can prepare new packaging printing, plate making, one important reason is the container of big business are batch production, hundreds of millions of pieces of inventory is very normal.

Xie Ancheng also said: "China well-known trademark cannot be used for propaganda, is indeed a great loss."

By alienation of honor

In recent years, the household textile industry in China, well-known trademark filing is so hot, because a lot of home textile enterprises to "well-known trademark" as a title of honor, think of the "title" can add cent for the home textile enterprise market influence, is a kind of very good "advertising". The well-known trademark is treated as a title of honor mentality, has also been spreading to shopping malls, stores, "a lot of store brands have requirements for admission, a well-known trademark brand is preferred.

"To this end, enterprises and government of well-known trademarks are in a state of" strive "." First to get the well-known trademark of jiangsu grand group marketing director Shao Gongxing, said the government virtually will well-known trademark as an evaluation index of local economic development, to declare the success of well-known trademark enterprise and high reward, which boost the enthusiasm of the home textile enterprise. At present, a lot of home textile enterprises will well-known trademark used on packaging and advertising for propaganda, produces the misleading to consumers, relative to the counterparts, this is actually a covered with legitimate means of unfair competition.

Wu Qifeng China home textile marketing experts think, the honorary title of well-known trademark system is not the original, but in a form of legal protection for well-known brands, its purpose is to hit the infringement. "Now many home textile enterprises understanding of well-known trademark, some put the cart before the horse will declare and identified as the purpose, and hit the tort is a kind of auxiliary function, rarely used to rights. So in this understanding, the well-known trademark system is alienation." Wu Qifeng thinks, "for no awareness of home textile, declare well-known trademark is meaningless, because in theory, no one will take an unknown brand."

"In the past we have well-known trademark as the honorary title of point of view, but in the process of enterprise development, over the years has been reversed." Shao Gongxing said, "when we become bigger and stronger, and the process of internationalization, must be easy to imitate, so want to make good use of well-known trademark to protect their brand."

Xu Hangjian, director of the center for China home textile design thought, the use of well-known trademark as advertising and packaging, is to make the famous trademarks to return to the "origin", "home textile enterprises don't have to struggle to declare, when there's a certain well-knownness, declare and was identified as well-known trademarks on autopilot, and only when they have enough awareness, well-known trademark to come in handy."

"Competition should be through quality, after-sales service and technological innovation." Shao Gongxing said, the enterprise to bring more brand bigger and stronger in the long run, you should put additional on well-known trademark "name", to speak, with the strength to increase product innovation and research and development ability and strength of brand cultivation, go the way of brand development.

Shao Gongxing think: "customer impression of your product is subtle, really famous or not famous, judge also in ordinary heart, rather than for the name, it is better to actually do brand."

For home textile enterprises, "China well-known trademark" cannot be advertising selling point, is not a fatal blow. Way, is to improve the competitiveness, and the improvement of strength, depends on enterprises, strengthening the practice internal work solidly, can make a perfect brand and stronger. Trademark law can only protect the fact of the well-known trademark, does not favor the enterprise free-ride.

The source "China textile network"

Editor: zheng