Geographical indication trademark to open up the "Sichuan Road" of targeted poverty alleviation

Zengjiashan, Guangyuan City, Sichuan Province, with an average altitude of more than 1400 meters, is known as the "Little Tibet" in northern Sichuan. "In the past, the people in the mountains were poor, the winter was too cold and the transportation was inconvenient. They lived on the food in the mountains." Recently, when the Western propaganda group of "targeted poverty alleviation with geographical indications" from the Trademark Office of the State Intellectual Property Office came to Sichuan for an interview, a grass-roots cadre in Guangyuan told reporters that in recent years, Zeng Jiashan has vigorously developed the alpine green vegetable industry, applied for the registration of Zeng Jiashan pepper, cabbage, lettuce and other vegetables as geographical indication certification trademarks, created agricultural brands, developed tourism and promoted the increase of farmers' income. "Now zengjiashan vegetables are exported to many places, and the supply is in short supply, which is difficult to buy locally. Many urban residents go up the mountain to rent farmers' houses, spend summer, enjoy red leaves in autumn, ski in winter, and taste fresh Alpine vegetables."

"Geographical indication trademarks play an important role in promoting green development, expanding the economy with local characteristics and implementing targeted poverty alleviation." Chen Wentong, deputy director of the Trademark Office of the State Intellectual Property Office, introduced that 12 provinces and cities in Western China have an average of 2.1 geographical indication trademarks per 10000 square kilometers, far lower than 18.5 in the eastern region and 6.2 in the central region.

By the end of September this year, Sichuan Province had 308 geographical indication trademarks, ranking fourth in China and first in western provinces. Building bridges, providing counterpart assistance with the help of experts, giving full play to the role of geographical indications and trademarks, and exporting more advantageous agricultural products of Sichuan to provincial and overseas markets have become the focus of this "targeted poverty alleviation by geographical indications" Sichuan activity.

Quality first, make a big brand

The car drove towards Dongyu Town, Nanjiang County, Bazhong City, circling up the steep mountain road, surrounded by forests blocking the sun. Qiaoba village is located on the flat ground 1100 meters above the Shanghai mountain. According to tan Quanzhen, deputy secretary of Dongyu town Party committee, Qiaoba village has limited cultivated land, and the incidence of poverty was 53.7% in 2014. However, relying on the high added value of geographical indication certification trademark, the whole village was lifted out of poverty in 2016 and took off the "hat" of poverty.

"Nanjiang Huangyang with geographical indication certification trademark is our leading industry here." Tan Quanzhen said that in recent years, downstream processing enterprises have adopted the "first five year plan" model to lend one Nanjiang Yellow sheep ram and 20 Nanjiang Yellow sheep ewes to villagers for breeding lambs free of charge. The government also subsidized 500 yuan for each square meter of enclosure built, which greatly improved the villagers' enthusiasm for breeding Nanjiang Yellow sheep. "The villagers return the sheep to the enterprise in three years, and the rest belongs to themselves. At the same time, the enterprise purchases live sheep at the guaranteed price of 15 yuan per kilogram. Now there are more than 1600 Nanjiang Yellow sheep in our village, and the average income of sheep raising households can increase by more than 20000 yuan per year."

Yue Meizhi, head of Nanjiang Yellow sheep Science Research Institute, introduced that "Nanjiang Yellow sheep" is a meat goat variety cultivated by Nanjiang animal husbandry workers after 40 years. The people's Government of Nanjiang County designated Huangyang scientific research institute to submit an application for trademark registration of "Nanjiang Huangyang" geographical indication, which was approved for registration in 2009. Subsequently, the Huangyang scientific research institute authorized the geographical indication trademark of "Nanjiang Huangyang" to be used by 11 enterprises and professional cooperatives such as Dejian Huangyang and Beimu group. At present, more than 30 kinds of Nanjiang Huangyang products have been developed on the market, including cold and fresh food, snacks and so on. "Before the registration of geographical indication trademark, Nanjiang Huangyang was 24 yuan per kilogram; by the end of 2017, it increased to 40 yuan per kilogram, higher than similar products without registered geographical indication trademark."

"For products with geographical indication certification trademark, the maintenance and maintenance of its quality is particularly important. Once the quality goes wrong, it will affect the overall reputation of the product." Li Shunde, a researcher at the Institute of law of the Chinese Academy of Social Sciences, suggested that products such as Nanjiang Yellow sheep should not be satisfied with the national market, but also look forward to the global market. We should establish and improve the production process with reference to the green, safe and organic food standards of developed countries as soon as possible, produce agricultural products that meet export standards, improve product quality and let high-quality products go abroad.

"Nanjiang Yellow sheep can not only trade live sheep, but also carry out deep processing of products. I suggest taking the production and processing process of Nanjiang Yellow sheep as a sightseeing site for industrial tourism and cooperating with the 'Guangwu mountain red leaf Festival' in Nanjiang, so that tourists outside the mountain can also have a look." Cai Li, director of Huai'an Administration for Industry and Commerce of Jiangsu Province, introduced the relevant experience of Huai'an City in promoting the geographical indication product "Xuyi lobster", and suggested that Nanjiang government could take the lead in holding brand building activities similar to the "Lobster Festival" to further enhance the popularity of agricultural products. "Geographical indication certification trademark can not only go to Beijing, Shanghai and Guangzhou, but also go to the world as a foreign trade industry."

Technology support differential competition

According to a survey report of Sichuan Administration for Industry and commerce, more than half of China's geographical indication industry has become a pillar industry of the regional economy, with a comprehensive contribution rate of more than 50% to local employment, farmers' income increase and economic development. However, at present, 20 of the 88 poor counties in Sichuan Province do not have a geographical indication trademark; Poor counties generally reflect that local characteristic products and resources urgently need support in trademark registration, brand planning, market publicity, industrial layout and so on; There are still many agricultural products and geographical indication resources with regional characteristics in Sichuan Province, which lack a clear development direction and have a poor reputation.

"If the geographical indication certification trademark wants to win a place in the market, it must carry out differentiated competition, so that people have what they don't have and what they have." After investigating the production bases of "Zhaohua Poria cocos" and "Ziyun Kiwi" in Guangyuan City, Sheng Zhenming, President of Xinjiang Korla Fragrant Pear Association, believes that the differentiation should include product differentiation and market differentiation. "What are the advantages of Ziyun kiwifruit in Sichuan compared with red heart kiwifruit in other places, and whether the sales channel is shopping malls, supermarkets or online? These are all issues that need to be considered in brand positioning."

"Industrial poverty alleviation depends not only on brands, but also on the support of scientific and technological forces." Lin Lizi, President of Fuding Tea Association, and experts from the propaganda group inspected the certification trademark of Guangyuan geographical indication "Chaotian walnut". Entering Chaotian walnut research institute, there are walnut varieties collected from all over the country. Yao Shengbin, deputy director of Chaotian District Forestry Bureau of Guangyuan City, introduced that Chaotian walnut research institute has cooperated with some colleges and universities for many years to tackle key technical problems and selected walnut varieties such as "Shuxing", "xiazao" and "shuchao 2". In order to illustrate the role of technological innovation in the development of geographical indication certification trademark, he picked up a small metal sheet and said, for example, that the tool has obtained the patent authorization for the utility model of "interface shape taking guide die for square budding". Although it looks insignificant, it can improve the success rate of walnut tree grafting.

After years of technical improvement, the current Chaotian walnut is large, thin skin, full grain, easy to take kernel, high content of crude protein, and deep processing can make moon cakes and walnut oil. According to the data, Chaotian walnut rose from 8 yuan per kilogram before registering the geographical indication trademark to 24 yuan per kilogram, and the per capita annual income of farmers increased from 80 yuan to more than 5000 yuan, driving 3950 poor households.

"The promotion of geographical indication certification trademark must be led by the government and industry associations. First, make the popularity of the product, and then rely on the in-depth development and brand maintenance of leading enterprises to form the reputation of the brand and allow consumers to buy repeatedly. The ultimate goal is to create a brand with commercial value, which is not only well-known, but also let consumers form trust in the brand." Sheng Zhenming repeatedly preached during the investigation in Sichuan.

"Geographical indications are the 'golden key' for farmers to increase their income and become rich and for regional economic development." The relevant person in charge of the trademark branch of Sichuan Provincial Administration for Industry and Commerce said that Sichuan will strive to add 90 geographical indications in poor counties by 2020, covering 88 poor counties, so as to further consolidate the foundation for the development of geographical indication brands in Sichuan. (intellectual property news intern reporter Zou Biying)