Foshan ceramics were only compensated by thousands of yuan in the cottage.

High-cost anti-counterfeiting companies can't afford to hurt

It is most appropriate to describe the input-output ratio of “counterfeiting” of Foshan ceramic enterprises by “putting a cow and collecting a chicken”. Foshan ceramics are famous both at home and abroad, but "people are afraid of famous pigs." In recent years, some small enterprises or workshops, the products of the “cottage” Foshan ceramic enterprises, often have to spend a lot of time and money on counterfeiting, and often have to pay for it. Moreover, it is often just that one or two "cottage" enterprises have just been destroyed, and often there are a number of emergencies that can’t be prevented.

The reality of “can’t afford to hurt” has allowed some companies in Foshan to relax their efforts in counterfeiting. Industry insiders said that the maintenance of intellectual property rights has a long way to go, and enterprises should not slack off.

Case: New Zhongyuan anti-counterfeiting case value of up to two million yuan

Recently, Foshan's well-known ceramics company Xinzhongyuan announced to the media the recent "fighting results" of the company. Not long ago, the Foshan Municipal Public Security Bureau and the Zhaoqing Municipal Public Security Bureau jointly attacked and sealed a ceramic production plant and warehouse for the production and sale of counterfeit and shoddy microcrystalline stone products in the Beishui Industrial Zone of Dinghu District, Zhaoqing City, and its Nanzhuang Town in Foshan City. The sales dens have seized more than 20,000 boxes of fake and shoddy microcrystalline stone products, with a case value of up to 2 million yuan. The company's main production and sales leaders have been captured by the police. Ms. Zheng, the person in charge of Xinzhongyuan, told reporters: “These products use our trademarks, and the colors are similar to our products.”

The reporter learned that as early as January this year, the Chancheng District Industrial and Commercial Bureau and the Chancheng District Public Security Bureau Economic Investigation Detachment received a report, a “microcrystalline stone marketing center” in Shagang, Shawan and 4 in Beigang Industrial Zone, Nanzhuang Town. In the warehouse, more than 10,000 boxes of microcrystalline stone products such as “Xinzhongyuan” and “Shengdebao” were found, and several suspects involved in the case were arrested.

Behind: Many ceramic companies repeatedly "lie in the middle of the gun"

In fact, intellectual property infringements in the ceramic industry have emerged over the years. At the end of last year, the Guangdong Provincial Quality Supervision Bureau conducted a random inspection of sanitary ware. The two trademark brands “Dongpeng” and “Mona Lisa” were all unqualified in product sampling. Later, Foshan’s Dongpeng and Mona Lisa ceramic brand companies clarified that these two products and brands have nothing to do with themselves. The unqualified “Dongpeng” and “Mona Lisa” belong to Kaiping Dongpeng Sanitary Ware Industry. Co., Ltd., Guangzhou Mona Lisa Building Materials Co., Ltd.

Some time ago, the reporter participated in the symposium of Foshan Ceramics Industry Association. At the meeting, many representatives of Lehua Sanitary Ware, Mona Lisa and so on all spit out the pain: more and more fakes, the company is helpless. For example, in the online shopping and counterfeiting, Lehua Sanitary Ware has spent dozens of efforts to destroy dozens of counterfeit online stores, but immediately appeared hundreds of others, which is exhausting. According to Lan Weibing, director of the Foshan Office of the China Ceramic Industry Association, many ceramic sanitary ware companies including Dongpeng, Yingpai, Xinzhongyuan, Xinmingzhu and Yinghuang Sanitary have been in the lawsuit against counterfeiters in recent years. "A new product of our company, there are more than 240 counterfeit enterprises." Foshan, a ceramics benchmarking company, said helplessly.

Bitter water: anti-counterfeiting "put a cow, collect a chicken"

“The cost of corporate rights protection is too high.” Lan Weibing once witnessed a ceramic enterprise in Foshan and a ceramic enterprise in Nanhai, which infringed on the appearance patent of the former. Foshan, a ceramics company, spent more than a year, spending five or sixty thousand yuan on legal fees, not counting the manpower invested, the lawsuit finally won, and the claim was only 30,000 yuan. There are also enterprises that spend tens of thousands or even hundreds of thousands of dollars to investigate counterfeit enterprises, and the lawsuits are only a few thousand dollars.

In the view of Blue Guards, compensation is still second, and the most important thing is that it is too much energy. He believes: "Many companies attach great importance to the protection of intellectual property rights, but because of the high cost of rights protection all year round, some companies are slowly taking an eye-opening attitude toward knowledge infringement." Zhou Yachao, director of the Mona Lisa presidential office, told reporters that "the most desirable thing for rights defenders to see is that the other party immediately stops infringement after discovering counterfeit products."

“Counterfeit products are very harmful to enterprises.” Many responsible persons of ceramic enterprises have said that “under the current legal framework, enterprises must pay a lot of energy and time to defend their rights. At the beginning, the new products may be out of date." A person in charge of a brand of ceramics in Foshan, who did not want to be named, said.

Reason: low cost of counterfeiting, high cost of developing core technology

Why is the ceramic industry the hardest hit by intellectual property protection? The reporter learned that this is also related to the nature of Foshan ceramics. Most ceramic products differ only in color and pattern, and do not involve core technology, and counterfeiting is not difficult. In fact, 70%~80% of patent applications filed by Foshan ceramics companies are appearance patent applications, involving less than 10% of core technologies. In addition, some are utility model technology patents. This set of data also shows from the side that the products of Foshan Ceramics are more important and the development of core technologies is relatively “cold”.

In addition, ceramics research and development of millions of dollars and millions of yuan, many companies are not willing to spend this money and bear the risk of research and development, would rather spend hundreds of thousands of dollars from the industry to "dig corners", counterfeiting other people's products, low cost.

Hope: the company calls for strengthening law enforcement

A few days ago, the State Intellectual Property Office, the Ministry of Industry and Information Technology, the State Administration of Industry and Commerce, and the four ministries of the Copyright Bureau jointly issued the "Opinions on Strengthening the Protection of Intellectual Property Rights in the Ceramic Industry" to the whole country, so that some enterprises saw the dawn of rights protection.

Chen Huan, president of Guangdong Ceramics Association, said in an interview with this reporter that the top priority of the document is to strengthen law enforcement supervision and safeguard industry intellectual property rights, especially to increase cross-regional infringement, group infringement and repeated infringement. The crackdown on the case of serious cases, the media exposure of typical cases.

"In the past, cross-regional rights protection can only rely on the enterprises themselves to collect evidence, the cost is very large, and there are fewer cases of synergy between the production areas." The person in charge of a ceramics company in Nanhai said that if implemented according to the new regulations, In the future, the difficulty and cost of the company's rights protection will become smaller.

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