Nantong: Create a home textile industry cluster brand cultivation base
Recently, the National Intellectual Property Office released the first batch of outstanding cases of national trademark and brand building. A total of 11 cases from our province were selected, accounting for 10% of the total number of outstanding cases. , ranking second among all provinces in the country in terms of number of selected candidates. Among them, there are the exploration and practice of strengthening trademark and brand building by provincial, municipal and county intellectual property offices, as well as the successful experience of cultivating private brands of Wuxi Little Swan, Heilan Home, Lake Electric and other enterprises, which fully reflects the fact that our province takes enterprises as the main body, The brand economic development pattern is guided by the government, led by the market, and participated by multiple parties. In order to give full play to the typical demonstration role of outstanding cases and guide various entities to explore new ideas and new measures in trademark and brand building work, we will introduce the selected outstanding cases in phases.
Nantong Intellectual Property Office
Build a home textile industrial cluster brand cultivation base to help Nantong’s high-end home textile industry with high quality development
1. Case background
The home textile industry is a landmark industry in Nantong. After decades of cultivation and development, Nantong has become a well-known “Textile Hometown” at home and abroad. The scale of high-end home textiles ranks third in the world and first in the country. It ranks among the “world’s” in the international market. “Three Home Textile Centers”. In recent years, the Nantong Municipal Market Supervision Bureau (Intellectual Property Office), in accordance with the work arrangements of the Provincial Intellectual Property Office, has carried out industrial cluster brand cultivation and construction around the high-end home textile industry, one of the five key industries identified by the Nantong Municipal Party Committee and Municipal Government. Nantong Home Textile Industry Brand The influence and market competitiveness have been effectively improved, which has contributed positively to the city’s efforts to create an important growth pole for the province’s high-quality development.
2. Main practices
(1) Focus on brand strategy and implement the “Grand Project” of cluster brand cultivation
In August 2020, in order to coordinate the coordinated development of the two home textile markets of Tongzhou Chuanjiang and Haimen Dieshiqiao, the provincial government approved the establishment of Jiangsu Nantong International Home Textile Industrial Park. The park has a Planning and Development Department, specifically responsible for “Nantong Home Textile” Cultivation and creation of regional brands. In 2021, the Nantong Municipal Market Supervision Bureau took the lead in formulating the “Nantong Home Textile Industry Collaborative Development Plan 2020-2030”, which clarified the positioning, direction and goals of the brand cultivation and construction of the “Nantong Home Textile” industrial cluster. At the same time, relying on the industrial cluster brand construction pilot, industry associations are supported to carry out collective trademark registration. In 2021, the “Nantong Home Textile” collective trademark was successfully registered. The “Nantong Home Textile” collective trademark is currently in preparation for application.
(2) Build service carriers and implement the “pilot project” of cluster brand cultivation
Carry out the construction of trademark and brand guidance stations, combine regional characteristics and industrial characteristics, and set up two home textile trademark and brand guidance stations in Chuanjiang Town, Tongzhou (textile fabric brand direction) and Haimen Sanxing Town (home textile finished product brand direction), with the focus on Home textile companies in the cluster provide one-stop intellectual property services. Relying on the local home textile B2B platform “91 Home Textile Network”, an online home textile trademark and brand guidance station has been established, with the scope of guidance covering all home textile enterprises in the city. At the same time, an intellectual property overseas service sub-center will be established for countries where Nantong home textile companies have more “going out“, such as Vietnam, Myanmar and Cambodia. At present, the operation model of “online + offline” and “domestic + foreign” home textile trademark brand guidance station has been initially formed.
In addition, China (Nantong) Intellectual Property Protection Center and China (Nantong) Home Textile Intellectual Property Rapid Rights Protection Center are also relying on two “national brands” to provide assistance for the development of the home textile industry. Since the establishment of the protection center in April 2021, the number of invention patents authorized through the “high-end textile” pre-examination channel has exceeded 1,000. The fast maintenance center has accepted 1,854 design patents in 2021, and has been awarded the national patent rights evaluation report pre-examination pilot unit, and is among the first batch in the country , the only rapid rights protection center.
(3) Pay attention to brand creation and implement the “empowerment project” of cluster brand cultivation
Guide home textile enterprises to take the opportunity of structural adjustment and industrial transformation and upgrading to pay attention to the cultivation, exploration, creation and upgrading of trademarks and brands. For example, Nantong Beibao Textile Co., Ltd. has doubled its sales volume from OEM processing, to ODM independent design, to the launch of 18 independent trademark brands such as “Beisifang”. Guide home textile companies to focus on terminal consumer market segmentation and carry out multi-brand strategic layout based on sales characteristics. For example, Nantong Boyang Home Textiles founded Boyang Seven Stars as a high-end brand in 2017, Boyang Life as a civilian fashion brand in 2019, and Boyang Curtains in 2021. Through the construction of a diversified brand system, Boyang Home Textiles has now become A first-line brand in the domestic home textile field. Guide home textile export companies to develop international trademark layouts, use Amazon and other cross-border e-commerce and foreign trade comprehensive service platforms to do a good job Brand promotion and cultivating a number of export-oriented trademark and brand international enterprises.
(4) Create industry benchmarks and implement the “pilot project” of cluster brand cultivation
Give full play to the “locomotive” effect of leading enterprises in leading the development of clusters, and lead collaborative innovation by supporting brand innovation of leading enterprises.�Establish a four-in-one operating model of “government departments promote, industry associations launch, service agencies assist, and relevant enterprises take the initiative”, and implement “ambition”, “pilot”, “empowerment”, “pilot”, “strong chain”, With the seven major projects of “Additional Color” and “Shield”, the value and market competitiveness of enterprises, industries, and industrial brands in industrial clusters have been effectively improved. Next, we will actively promote the physical operation of the Nantong Home Textile Industry Cluster Brand Cultivation Base. Relying on the China (Nantong) Intellectual Property Protection Center and the China (Nantong) Home Textile Intellectual Property Rapid Rights Protection Center, we will use offline trademark and brand guidance stations and online services in the industrial cluster. With the support of the Shanghai Trademark and Brand Guidance Station and the Intellectual Property Overseas Branch Center, we will build a “one body, two wings and three legs” cluster brand cultivation model coordinated by “one base + two centers + three types of trademark and brand guidance stations” to help Nantong’s high-end home textile industry High-quality development.
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