Intellectual Property Awareness and Product Packaging

Explore Intellectual Property Strategy and Improve Overall Creativity

Over the years, Shanghai Jahwa has actively tried to establish new concepts and work spirits from a new perspective in intellectual property theoretical discussions and intellectual property strategy exploration. In economic activities, the awareness of intellectual property will be the product leader through product design work until the market sales system project, in order to improve the level of creative design and overall effective breakthrough. At the same time, we must pay attention to establishing awareness of intellectual property rights, constantly seeking a great environment for innovation, introducing competition mechanisms, and nurturing designers and research and development personnel so as to improve overall core competitiveness.

With the fierce competition brought about by a completely open market, scientific research, development and design of powerful multinational corporations have opened markets with patented products. The cosmetics industry has involuntarily entered the global market competition. Unique personalized products make the products use basic functions. The one behind it is closely related to the progress of society and the change of the concept of life. On the other hand, it is closely linked with the consciousness of the international community and the development of international trade. Therefore, the intellectual property strategy faced by the cosmetics industry and the improvement of the core competitiveness of enterprises are also of international significance.

After joining WT0, China entered the international consensus game rules of operation. The TRIPS agreement and [trade-related (including trade in counterfeit goods) intellectual property agreements] combine internationally recognized rules for the protection of intellectual property and trade to make trade activities. Being more orderly is more conducive to motivating the development of new technologies and encouraging creativity, and this new technology and creation will ultimately benefit the society. Shanghai Jahwa has incorporated intellectual property work into the entire process of technological innovation, especially in the development of patent strategies in new technology and new products. It has actively strived to improve the ability and level of mastering and operating intellectual property, and has given full play to intellectual property rights in the overall development of the company. The positive effect. The R&D and innovation of packaging, along with the innovation of new products, are also protected and motivated by the intellectual property management mechanism.

Strengthening Intellectual Property Awareness Designers Struggle for Patent Is to Struggle the Market

For a long time, most of China’s intellectual property laws and regulations have focused on the application, review, and authorization of intellectual property rights and penalties for infringement of intellectual property rights. They have not paid attention to the overall management awareness of intellectual property rights, and they have not given intellectual property rights to designers. Awareness training and education. In particular, during the transition period from the planned economy to the socialist market economy, some ideological concepts of the planned economy still have residual influence. During the planned economy period, such as product design and development, technical appraisal, achievement awards, and the publication of papers, product development and brand attribution in the cosmetics field are all forms of planned economy. The state implements a set of relatively complete promotion of enterprise scientific and technological inventions and product development. Science and technology policies and regulatory measures. In the cosmetics industry, the unified arrangement of the competent bureaus and industry companies, unified arrangements, and the design of draft designers' drafts do not require the company's intangible assets - "intellectual property rights" and designers' inventions - to apply for patents. As long as the product is designed and developed in accordance with a unified plan, it is possible to arrange products into the market through the unified sales channels of the "Department Stores". The well-known US-Canada net brand is “unified” by various manufacturers to complete the production of various products such as skin care products, toothpaste, laundry detergent, soap, etc... This is in a certain context and in a closed society. In the system, it also plays a role in promoting technological inventions and product production management. However, the direct consequence of such measures is to focus only on product design and development itself, focusing on technical appraisal, papers, and awards. Each company only pays attention to the short-term direct sales of products, and does not attach importance to the market. Designers do not have to face the market. After the product design gains awards, the extension of the series of products does not allow consideration of the brand's overall image, long-term planning, and systematic brand resource sharing, and it cannot form a continuous combat strategy, resulting in the loss of intangible assets of intellectual property in state-owned enterprises.

In today's increasingly fierce cosmetic market, due to the increasing homogenization of products, the rapid development of differentiated products alone has greatly impacted the way to expand the distance from competitors' products. The protection capabilities of intellectual property rights have been It is increasingly becoming one of the core specialties that companies must rely on. In particular, the characteristics of cosmetics products, more and more famous brands in the world have entered the Chinese market, the technology of a considerable number of domestic products has become increasingly mature, and the product technology has become more difficult to develop in a short span of time. The ability to protect intellectual property has become The important indicator that enterprises measure competitiveness. Therefore, while enhancing the awareness of corporate leaders on intellectual property rights, we must effectively incorporate intellectual property work into technological innovation work practices, vigorously promote intellectual property rights and universalize intellectual property rights, and start with designers, first of all to cultivate designers’ awareness of participation. The designers are required to adapt the overall intellectual property awareness to the requirements of international intellectual property protection after China's accession to the WTO, give full play to the role of the intellectual property system in the design and development of technological innovation products, and promote the entire process of intellectual property management from design and development to marketing. The overall awareness of intellectual property rights of divisions and research and development personnel focuses on the use of intellectual property network retrieval systems, and often inquiries of patent documents and information, to avoid infringement of the intellectual property rights of others for low-level repeated research. Blind design and repeated research not only result in the failure of design and scientific research to be legally confirmed, but also easily cause intellectual property infringement disputes and waste a lot of manpower, material resources and energy. Designers consciously establish a sense of innovation, can speed up the development of new products, fully release the product's personalized, differentiated design, establish a controversy over patents, is to fight the market awareness.

"Qinglan" is a well-known brand of the company. In the mid-1990s, the rapidly developing cosmetics market gave new opportunities to the brand. Designers and developers used a combination of art and science to form a complete product framework and a series of skin care products. The image design creates an elegant and warm atmosphere, and a systematic project to create a classic brand image through products. The product design and development of the series has applied for the design patent since 1992, and the packaging design has won the "95 World Packaging Star" award. In the past 10 years after the product entered the market, Qingyi series of products have undergone two major brand image design integrations. The design plan has been completed by several designers and applied for nearly 50 design patents. The brand image has been continuously improved. More than 160 franchised stores have been established from Shanghai to the country. The marketing performance has been increasing year by year and intellectual property protection is very important. . In the continuous development of many years of products, the patent protection process has not stopped. Qinglan series products won the gold medal of the 4th China New Technology New Patent Exposition held in 1996 by the State Intellectual Property Office, and the 2nd prize of the 1st National Design Patent Grand Prix in 2000. The designer won the invention issued by the municipal government in 2001.” "Design Patent Award" is a great encouragement and encouragement for designers. It is also a very strong proof and affirmation of the implementation of the intellectual property system.

Pay attention to the implementation of intellectual property rights work organization to change from passive to active

To protect intellectual property rights, it is necessary to establish awareness of concepts and form a system that cannot be resolved overnight, instead of a one-time task. In order to fully implement the TRIPS agreement within the enterprise, first and foremost, it is necessary to establish an intellectual property management department, assign corresponding functions, formulate a work plan for intellectual property rights, and formulate rules for the management of intellectual property rights. Only in this way can the protection of intellectual property be substantially promoted and become passive. . In strengthening the management of intellectual property rights, the company has achieved the implementation of institutions, personnel, and systems. The work and protection of intellectual property rights have been coordinated. Patent applications have been combined with product design and development projects. Patent applications have standardized work processes. At the beginning of the establishment of key new product design projects, special management personnel of intellectual property rights have joined the project work in advance, using the patent information system to search and retrieve relevant information, and to provide the product designer and market researcher brand managers with the latest first hand. Data, for patent information retrieval, to enter the standardization process of intellectual property protection patents in a timely manner after confirmation of the design proposal, to apply for patent application procedures for new product design projects in a timely manner, and to promote passive protection of intellectual property protection. In the company's "Lishen", "U.S. and Canada.com," "Shuxin," "Qinghuo," and other key brands of product design and development projects, patent executives actively participated in the "Project has not yet begun, the patent first" has become a patent manager and designer. Consciousness and action consensus of marketers and marketers. Over the past few years, patent supervisors have actively communicated with designers and timely entered the product development project confirmed by the design plan into the intellectual property standardization process. The company has applied for 443 patents and granted 398 patents. “Lishen” brand is a national brand image of a series of personal protection products developed for many years. It has created outstanding sales for the company’s sales operations. In 1999, it carried out a large-scale product image integration, and the series of products applied for 16 patents. Times set a new economic growth for the brand image design. Entering into the international cosmetics competition market in the company's development business field, the awareness of intellectual property rights is already very strong. The Herborist brand series is a new life concept based on the combination of modern science and traditional medicine theory. It has designed simulation counters and simulation monopoly. The store has established a brand image more comprehensively and comprehensively. It has entered the international market for the first time in recognition of the design and development of the export products of the “Jiancaoji” brand. The trademark has now applied for invention patents, utility model patents and design patents in the country for a total of 48 And applied for 6 patents in Japan, Hong Kong, and Taiwan. Over the past few years, with the support of the company’s leadership, we have been training the scientific research, marketing, and management personnel’s awareness of intellectual property protection every year. We have repeatedly advocated the importance of patent applications for protection of technological innovations, making patents a part of corporate assets and enhancing corporate integration. Competitiveness, comprehensive protection measures. In 1998, Shanghai Jahwa was designated as a pilot enterprise for patent work across the country by the State Intellectual Property Office and the State Economic and Trade Commission. In 1999, Shanghai Jiahua was recognized as the Shanghai Model Patent Enterprise by the Shanghai Municipal Intellectual Property Office and the Municipal Economic and Trade Commission.

At present, effectively safeguarding the company's intellectual property rights has created real value for Shanghai Jahwa's production and operation. In the overall product design and development project, copy verification, foreign-related projects, and foreign cooperation and joint venture projects, intellectual property patent work has been included in the overall management track. Of course, all the work is still in the initial stage of the efforts of the company's management and designers, as well as the intellectual property patent management professionals. In exploring the strategy of intellectual property rights, we must constantly improve the company’s overall intellectual property system so as to create more vigor for more innovative products with independent intellectual property rights to participate in market competition.

Source: Global corrugated box industry