Experts interpret Putian Shoes "Turning Right": Small and medium -sized enterprises need brand -based upgrading new ideas

Cover Journalist Ouyang Hongyu

Recently, the collective trademark of "Putian Shoes" has been approved by the State Intellectual Property Office and has been registered successfully, which has caused heated discussion among netizens. According to reports, since then, "Putian Shoes" will be managed by Putian Famous Brand Management Co., Ltd. as a collective trademark, and this company is invested and established by Putian State -owned Asset Investment Group Co., Ltd.

What do you think of the development of small and medium -sized enterprises in the "True Putian Shoes" era? On June 20, the joint director, researcher Pan and Lin, the co -director, researcher Pan and Lin of the International Joint Business School of Zhejiang University, believed that the current cost of corporate brand construction is high. Through the method of collective trademarks, brand autonomous brand autonomy can be achieved. Establish a channel.

Joint Director, Researcher Pan and Lin, the Joint Director of the Digital Economy and Financial Innovation Research Center of Zhejiang University

The eastern coast is a gathering place for manufacturing. For manufacturing companies, foundry does not need to pay attention to sales channels and brand construction, as long as it focuses on manufacturing production and focus on expanding scale and improvement. But now, many problems such as thin profit margins, increased profitability, and urgent brand awareness need to be strengthened, which has prompted them to seek the development of their own brand.

"OEMs are not welcome to build their own brands; for small and medium -sized enterprises, brand promotion is a long process that needs to be continuously invested. It is difficult for companies that are used to foundry to deal with fierce market competition." It is believed that small and medium -sized enterprises have realized the importance of self -built brands, but the construction cost of brands and sales channels is high, and advertising fees and marketing investment are huge, resulting in new risks with new risks.

It is precisely the difficulty of seeking the self -built brand of foundry companies that some local governments have begun to seek new breakthrough methods. Public information shows that collective trademarks concentrate the products of various manufacturers, and use the model of collective brand labels to reduce the cost and risk of self -built brands of small and medium -sized enterprises. In the collective brand model, the product can display two brands, the title of the collective brand can be marked in a significant position, and the LOGO of the independent brand under the collective brand. In this way, small and medium -sized enterprises can use collective brands to promote independent brands.

However, the collective brand model is still testing the water stage. When talking about future development, Panhe Lin believes that the screening mechanism of subordinate products should be formulated. First, lower costs are included in small, medium and micro enterprises; second, the quality of the products of subordinate enterprises is supervised; third, it requires certain brand operation investment. Only if the collective trademark has brand value, it is possible to form positive feedback, and to promote more companies to join in and enrich its product line.

"Through the method of collective trademarks, the brand construction cost is stripped from small and medium -sized enterprises, and concentrated power strengthens the popularity of collective trademarks. The brand establishes a channel independently. In the future, under the wings of the collective brand, several well -known domestic products brands will inevitably produce. "Pan and Lin said.

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