Landmark: rich peasants and prosperous peasants! Fujian market supervision bureau promotes rural revitalization to "ride the wind and waves"

In recent years, the market supervision bureau of Fujian Province has actively guided the right holders of geographical indications to formulate a brand strategy in line with their own development, promoted the formation of an integrated industrial chain of "leading enterprises + farmers' professional cooperatives (farmers) + production base", connected the small production of thousands of households with the ever-changing large market, created a regional brand of geographical indication products, and led more farmers and farmers through the guidance, drive and radiation of the brand Farmers participate in the planting and production of geographical indication products, drive farmers' income and agricultural efficiency, promote geographical indication products to benefit more agricultural population at a higher level and wider range, and make geographical indication products an important part of improving industrial competitiveness, building regional business cards and promoting high-quality development of regional economy.

By the end of 2020, the cumulative number of effective registered trademarks in Fujian Province had reached 1571895, an increase of 22.56%, higher than the national average. There are 543 effective registered trademarks of geographical indications, 74 geographical indication protection products, the total number of geographical indication trademarks ranks second in China, and 28 well-known geographical indication trademarks rank first in China. Cultivate high-profile trademarks, with a total of 512 well-known trademarks.

Such excellent achievements are inseparable from the "four measures" implemented by the market supervision department of Fujian Province.

1、 Strive to promote the quality improvement and increment of geographical indications

Fujian Province will carry out the pilot reform of the approval of the use of special signs for geographical indication protection products from April 2020. During the reform pilot period, the Fujian Provincial Intellectual Property Office simplified the process of geographical indication enterprises applying for the use of special signs, shortened the time limit, and improved the approval efficiency of applying for the use of special signs for geographical indication products.

2、 We will continue to improve the mechanism of geographical indications to benefit farmers

Fujian Provincial Intellectual Property Office promotes the inclusion of geographical indications in the local economic development plan, promotes the local government to introduce policies and measures from capital guarantee to industrial development, and promotes geographical indication products to drive regional industrial development. In particular, the development of geographical indications, grain and oil trademarks and grain and oil trademarks are included in the government work plan and effectively deployed and promoted in the way of government performance appraisal.

3、 Continue to strengthen the promotion of advantageous geographical indication products

Closely follow the characteristics of natural and human factors of geographical indication products, form distinctive product publicity materials, and fully show the traditional knowledge and culture carried by geographical indication products.

Recommend and support enterprises of geographical indication products to participate in geographical indication publicity and display activities such as China International Trademark and brand Festival, Dayue Bay intellectual property forum and Golden Mango agricultural products exhibition, so as to improve the influence and social recognition of geographical indication products.

Promote the development of geographical indication products in overseas markets. In recent years, Fujian Provincial Intellectual Property Office has recommended and submitted three batches of 31 geographical indication trademarks and geographical indication product lists to the State Intellectual Property Office, participated in the negotiation of China EU geographical indication cooperation agreement, and provided strong legal protection for Fujian's high-quality geographical indication products to go abroad and open the international market.

4、 We will continue to strengthen the protection of geographical indication products

Adhere to the guiding ideology of paying equal attention to development and protection, constantly strengthen supervision, strengthen the protection of geographical indications, and severely crack down on violations of the exclusive right to use geographical indication trademarks and the exclusive right to use geographical indication products.

As the "beneficiary" of geographical indication certification trademark promoting rural revitalization, Ningde City has also formed a set of its own experience and practice.

Precise positioning and efforts in understanding. Ningde Municipal government promoted the trademark work as a government behavior, and included "one county, one famous, one county and one landmark" in the county economic assessment indicators. The municipal and county governments all issued opinions on the implementation of trademark brand strategy, and successively issued preferential policies such as land and tax to encourage and support the development of geographical indication certification trademark industry.

Plan accurately and work hard on research. Over the years, the main leaders of Ningde Market Supervision Bureau have led a team to visit 10 counties (cities and districts) in the city, went deep into villages and towns, fields, forests and islands, investigated and excavated the geographical indication certification trademark products benefiting "agriculture, rural areas and farmers" one by one, and formed an investigation report with connotation, analysis, depth and Countermeasures for the decision-making reference of the municipal Party committee and the municipal government.

Precise cultivation and efforts in guidance. Ningde City publicizes the relevant knowledge of geographical indication certification trademark at multiple levels and angles through symposiums, lectures, door-to-door delivery and law popularization publicity, so as to help geographical indication certification trademark registrants use geographical indication certification trademark to develop the market and get rid of poverty.

Precise protection and efforts on standardization. Ningde city took the lead in formulating and Issuing the provisions of Ningde City on the administration of the use of geographical indication certification trademarks in the province to guide the registrants of geographical indication certification trademarks to strengthen the use management and standardize the licensing behavior. Under the guidance of Ningde Market Supervision Bureau, Zherong pseudoginseng Association implements "four unification" for the production, operation and processing of "Zherong pseudoginseng", that is, unified identification, unified packaging, unified standards and unified supervision, and guides the enterprises licensed to use "Zherong pseudoginseng" to use more than 200000 special marks.

Promote accurately and make efforts in effectiveness. After years of poverty alleviation and development, the number of poor people in Ningde City has decreased from 72500 at the end of 2015 to 193 at the beginning of 2019, and the incidence of poverty has decreased from 3.176% to 0.01%. It can be seen that Ningde prospers agriculture and enriches farmers. Geographical indications have proved that the trademark effect is indispensable, and examples of "strong county with trademark" emerge one after another. The relevant person in charge of Ningde Market Supervision Bureau said, "in just a few years, geographical indication certification trademark products basically cover key agricultural fields such as aquatic products, tea and edible fungi in Ningde City, benefiting nearly 3 million people, accounting for 89% of the total population of the city. 53% of the farmers' income in the city comes from geographical indication certification trademark products, which has become the main source of income for farmers in the city." By the end of 2019, there were 52022 valid registered trademarks in Ningde, with the growth rate ranking second in the province; 46 well-known trademarks, ranking the fourth in the province; 79 geographical indication certification trademarks, ranking second in districts and cities; Among them, there are 8 well-known geographical indication certification trademarks, ranking in the forefront of districts and cities in China.