Commentator Xiangrong Xiangrong

　　Recently, the collective trademark of Putian footwear industry declared by Putian Footwear Industry Association was approved and registered by the State Intellectual Property Office.

The logo of the trademark is like a shoelace, with the Putian pinyin initials "pt" drawn from left to right and pointing into the distance.

This "Putian shoes" collective trademark stipulates that only Putian shoe companies that meet the standards in terms of product materials and prices can use this logo.

At present, 16 Putian shoe companies have been authorized to use it.

　　In the eyes of many people, Putian shoes were synonymous with cottages and high imitations.

Although it is a high imitation, many of Putian's high imitation shoes still have real materials.

There is such a joke in the market: "If your Nike shoes are broken after two years of wear, it is real Nike. If it takes three years to wear out, it is made by Putian." This shows that the quality of Putian shoes is really not bad, but This joke is mixed.

　　So why doesn't Putian shoes do its own brand?

The reason is that designing and building a brand independently is time-consuming and requires a lot of investment, and the styles developed are limited. If it does not sell well, it will cause heavy losses.

Therefore, for many Putian shoe companies, they feel that it is better to take the cottage road to make some quick money and small money.

　　However, today, with the increasing emphasis on intellectual property protection, the living space of counterfeit products will inevitably be suppressed, and there will be no bright future for products without brands.

Shanzhai shoes are destined to have no future, because the road of shanzhai has come to an end in the era of intellectual property.

　　It also started from OEM. Jinjiang, Fujian, which is close at hand, was a famous place for producing and selling high imitation shoes, just like Putian.

However, after the Asian financial crisis in 1997, Jinjiang shoe companies took the road of brand innovation vigorously, and walked out of sports brands such as Anta, 361 Degrees, and Hongxing Erke, which became popular in China.

　　We believe that if Putian shoe companies can use their excellent technical strength for their own research and development and production, and no longer rely on cottages, they will be able to walk out of a road of prosperity.

This time, Putian shoe enterprises focused on the future and created a collective trademark of the shoe industry, showing a courage to say goodbye to the past, and also reflecting the wisdom and courage of the local government and practitioners.

This collective trademark authorization method, like the Shaxian snacks in the past, can allow enterprises to reduce the cost of brand building.

With collective trademarks, enterprises do not have to fight alone, but can also gather resources from all parties to develop their own brands, enhance corporate brand awareness, and improve competitiveness.

　　It is said that the resistance is long, but the action is coming.