"Yanchuan red dates" into the national geographical indication

According to historical records, Yanchuan red dates have been cultivated for more than 4,000 years. During the Qing Dynasty, the “Yanchuan County Chronicle” records: Red dates all over the country, not as good as Dongxiang along the Yellow River area, a hundred forestry, into a clothing trafficking, and food for food. The staff of Yanchuan County Date Industry Association said that the Yanchuan jujube has an elliptical shape, a large size, a small core, a thin skin, a good taste, a lot of juice, a crisp and delicate pulp, a high dry rate, and fine dried wrinkles. It is light, dense, and full of elasticity. It can be dried by hand and can be restored. Due to the high vitamin content, red dates are also known locally as "vitamin dates."

The locals said that Yanchuan County is located in the east and the Yellow River, along the coast, is a temperate semi-arid climate, dry and little rain, a large temperature difference, long sunshine hours, fertile land, is an ideal growing area of ​​red dates. Affected by the special geographical factors of the Yellow River, the Yellow River Beach forms a unique microclimate, so the quality of red dates here is superior. Even folk legends can hear the sound of the Yellow River, where the quality of red dates is best.

In 2001, Yanchuan County was named “Hometown of Chinese Red Dates” by the State Forestry Administration. In 2010, "Yanchuan Red Date" was registered as a national geographical indication certification mark. In 2012, "Yanchuan red dates" was recognized as a well-known trademark in China by the Trademark Office of the State Administration for Industry and Commerce. The achievement of a series of honors has greatly promoted the industrial development of Yanchuan dates and the richness of jujube farmers.

Yanchuan jujube sings the trademark theme

Yan Feng, president of the Yanchuan County Date Association, said that the Yanchuan County Date Association was established in August 2005. It is a non-profit organization that is mainly composed of private companies, jujube farmers, processing households, and technocrats that are dated for marketing. Civil organizations.

There are 5,653 existing members of the date industry association, basically covering all aspects of the county's industry chain. Over the years, through organizing various classes, more than 70,000 jujube farmers have undergone professional training. Through the provision of quality services, quality products, and strict management systems in sales management, Yanchuan Jujube has gained consumers. Praise. At present, Yanchuan dates are popular in more than 50 cities across the country, but they are also exported to more than a dozen countries and regions such as Southeast Asia.

In 2010, the Yanchuan County Juvenile Association, the owner of Yanchuan Jujube Collective Trademarks, registered Yanchuan Red Jujube as a national geographic certification mark with the help of the Yanchuan County Administration for Industry and Commerce, which has contributed to the development of the county’s jujube industry economy. Has a great impetus. In 2010, sales revenue reached 210 million yuan, an increase of 17% over the previous year, and sales revenue continued to climb in 2011, reaching 300 million yuan.

In 2011, "Yanchuan Red Dates" was again identified as Shaanxi Province's famous trademark by the Shaanxi Provincial Administration of Industry and Commerce. In 2012, in order to further implement the trademark brand strategy, strengthen the legal protection of well-known brands and give full play to the traction and promotion of the dominant brands in economic and social development, the Yanchuan Industry and Commerce Bureau also recommended the application of the “Yanchuan Red Date” collective trademark as China's well-known trademarks to promote the rapid and healthy development of the local agricultural industry. At the end of 2012, "Yanchuan red dates" was recognized as a well-known trademark in China by the Trademark Office of the State Administration for Industry and Commerce.

According to the Director of the Bureau of Industry and Commerce of Yanchuan County, He Shirong said that the jujube industry is the local pillar industry in Yanchuan County. Its development status and the success or failure of its prosperity are directly related to the level of rural economic and social development of the county. Therefore, how to use trademark brand strategy to make good use of it It is an important duty of all government departments, including the industrial and commercial departments, to protect "Yanchuan Red Dates" geographical certification trademarks and Chinese well-known trademarks, and to bring into play the role of trademarks in promoting economic products.

Make every effort to escort the trademark strategy of "Yanchuan Red Date"

Secretary-General He Shirong said that in order to strengthen the supervision of the Yanchuan Jujube Market and crack down on the acts of endangering the geographical indications of Yanchuan Jujube, the promotion of the healthy development of Yanchuan Red Jujube geographical indication products was based on the Trademark Law of the People's Republic of China. The relevant laws and regulations such as the “Implementation Regulations of the People’s Republic of China on the Trademark Law” and the “Anti-Unfair Competition Law” have formulated the “Measurement for the Packaging and Usage Protection of Collective Certification of Geographical Indications for Geographical Signs of Yanchuan Red Date”. According to the “Measures”, the County Administration for Industry and Commerce fully strengthened the protection of geographical indications of Yanchuan red dates, endeavored to safeguard the legitimate rights and interests of registrants of geographical indications, and comprehensively standardized the use of special signs for geographical indication products. Since the beginning of this year, the county bureau commercial stocks, market shares, and the inspection brigade established a joint law enforcement team for the protection of trademark exclusive rights and conducted three special investigations to illegally use the trademark “Yanchuan red dates” to clean up the market environment and maintain business order. positive effects.

At the same time, the Yanchuan County Administration for Industry and Commerce and the Yanchuan County Jujube Association further improved the “Yanchuan Red Date” trademark management standard, launched a number of “Yanchuan Red Jujube” trademark use standard learning training activities, and further enhanced the use of registered trademarks by members of the Association. Awareness. The industry and commerce departments require companies that use the “Yanchuan red dates” trademark to strictly follow the Yanchuan jujube product quality standards, strengthen quality management, and maintain the popularity and reputation of regional brands.

For the chaos of the red jujube product packaging trademark labeling market, the Yanchuan County Administration for Industry and Commerce has intensified efforts to rectify the jujube packaging market. Secretary-General He Shirong said that the County Bureau of Industry and Commerce requested that companies authorized to use the “Yanchuan Red Dates” trademark should redesign their packaging, and the “Yanchuan Red Dates” geographical indication and the “Chinese Well-known” words should be uniformly marked on all kinds of red jujube product packaging. When redesigning, according to the "Regulations on the Implementation of the Trademark Law," it is not allowed to change the characters, figures, colors, or combinations of "Yanchuan Red Dates" geographical trademarks, and the new packaging design must be submitted to the County Administration for Industry and Commerce and the Zao Industry Association for approval. Used for printing. At the same time, the County Industry and Commerce Bureau took the lead in organizing the cleaning and rectification of the jujube packaging market in the county to ensure that all types of jujube packaging after August 31, 2013 unified use of new packaging labels.

Yan Yongtao, a jujube farmer in Dalenggou Village, Yanshuiguan Town, Yanchuan County, said that in 20 years, the jujube area in the village has rapidly developed from sporadic planting to more than 5,200 hectares. He himself became a farmer broker. In the first few years, one person ran the market and suffered a lot of grievances. He also took a lot of detours. At that time, although Yanchuan dates were of good quality, they were not famous. With the acquisition of a series of honors such as geographic certification trademarks and China's well-known trademarks, Yanchuan dates are well known, and dates are getting better and better, and the dates of jujube farmers are getting better and better. From product marketing to brand marketing, Liu Yongtao's experience is a microcosm of the development history of Yanchuan dates.

Trademark Protection Promotes "Yanchuan Red Dates" to Sailing

Yan Chuan, president of the Juvenile Association of Yanchuan County, said that Yanchuan jujube has now become a gold sign for local farmers to embark on the road to prosperity. How to use this piece of gold signboard is a major issue for him and the county's juvenile farmers to think about day and night. In June this year, the Yanchuan County People's Government issued a further protection measure for the geographical certification of Yanchuan red dates, on the recommendation of the Yanchuan County Administration for Industry and Commerce.

One is to protect the packaging of Yanchuan jujube through copyright registration. If an unscrupulous enterprise uses a product package that is different from the Yanchuan jujube trademark but has similar packaging, it will damage the legitimate rights and interests of consumers and trademark registrants of Yanchuan red dates. Yanchuan County Administration for Industry and Commerce will crack down and maintain market order.

The second is that the “Yanchuan red dates” trademark has been well-known throughout the country. For the upstream and downstream products of the jujube industry, all trademarks must be registered and protected in order to prepare for the optimization, upgrading, or deep processing of the Yanchuan jujube industry, and to prevent malicious cybersquatting. Yanchuan jujube "trademark, to hinder the use of Yanchuan jujube" for the expansion of the trademark. The Yanchuan County Administration for Industry and Commerce will provide guidance on the extension of the registration scope for the Yanchuan Jujube Trademark Holder, the Yanchuan County Juvenile Association.

The third is that Yanchuan jujube has a certain number of overseas exports, but the trademark of "Yanchuan red dates" has not been registered overseas, especially in Southeast Asia, Central Asia, the United States and other countries and regions. To implement the protection of "Yanchuan red dates" brand in other countries, it is necessary to complete the foreign registration of the trademark as soon as possible and further increase the export trade volume. Yanchuan County Administration for Industry and Commerce will guide the Yanchuan County Date Industry Association to gradually implement the international registration of “Yanchuan Red Date” trademark.