Guangdong furniture enterprise intellectual property special investigation found that brand awareness is weak

According to a market sample survey completed by Huakai Hongxin, more than 80% of Guangdong furniture companies lacked trademark and patent awareness. More than 90% of furniture companies are currently in a state of low furniture value and low value-added products.

It is understood that since July 2011, Huakai Hongxin has issued a “Special Property Survey” questionnaire for 2,000 furniture companies in Guangdong, and has visited more than 30 large, medium and small furniture enterprises in Foshan, Dongguan and Shenzhen. As of the end of November, the project team had collected more than 1,603 questionnaires. The main contents of the questionnaire include: the basic situation of production and operation of enterprises, the application of intellectual property rights of enterprises, and the innovation plan of corporate brands. According to the statistics of the above survey questionnaires, among the 1,603 Guangdong furniture enterprises that accepted the market survey, less than 30% (453, 28%) of the enterprises that have submitted applications for trademark registration to the industrial and commercial departments, “have been notified to the national patent authorities. Less than 30% (427, 27%) of companies submitting patent applications. Among them, there are 221 enterprises that have obtained registered trademarks, 221 enterprises that have obtained patents (including appearances), and less than 7% (120 companies) with more than 3 independent intellectual property rights (including patents).

The reporter noted that the weak brand awareness and the homogenization of products constitute an important realistic feature of Guangdong furniture enterprises. According to the survey statistics, more than 83% of the respondents (1,334) admitted that their products have no personality, homogenization with other companies, and the turnover is mainly from extensive market sales, of which more than 90% said In order to drive sales, “price wars are often used”. Obviously, China's furniture industry has become an industry with full industrial chain and full competition. Furniture companies of all types and various heavyweights compete for share in the same market, and opportunities and challenges coexist. Among the companies surveyed, more than 90% (1,460) are mainly targeting the domestic market. They generally believe that inflation, rising raw material prices and rising logistics costs have become the main pressure for enterprises to produce and operate in the past two years. Correspondingly, 150/" of the respondents (26), mainly engaged in foreign trade business, said that the appreciation of the renminbi and the sluggish international economic situation have brought unpredictability to their production and operation.

On the one hand, it is the lack of its own brand, on the other hand, it is full of expectations for building a brand. This is another real situation under the eyes of Guangdong furniture companies. Among the 1,603 companies surveyed, more than 90% (1,586) agree that “well-known goods are huge intangible value” and “brands can create greater profits”, and that “patents are an important chip for internationalization”. ". In addition, 76% of enterprises (1226 companies) have the urge to “foreign brands” and other “famous trademarks” or “well-known trademarks” in China.

The above questionnaire also covers many details such as product design capabilities, environmental standards and levels, and market positioning. The reporter noted that although the Guangdong furniture industry has become a huge industry, enterprises engaged in furniture production and management generally lack the awareness of supporting property rights planning and practical innovation capabilities, both in product development and in comprehensive market operations. There is a considerable gap between the industry giants at home and abroad.

The person in charge of Huakai Hongxin related research group commented that although Guangdong's furniture enterprises account for one-third of the country's output value and market share, there has not been a batch of furniture industry that can lead the region and even the national furniture industry. Super brand."

“If Guangdong furniture enterprises have no innovation in brand comprehensive operation and homogenization in product positioning, then their existing market advantages may be zero in the near future.” The person in charge said that the future Guangdong furniture industry It is bound to usher in a "shuffle war". The ultimate survival will be those brands that are clearly positioned, can withstand the test of market, time and quality, have their own trademarks and patents, and are in the entire industrial chain. The "big name" for the highest standard promotion.

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