Under the background of rising smart concepts and consumer upgrades, the war of household appliance companies has entered the second half, and has evolved from the initial price war, marketing warfare, channel warfare, and saliva warfare to the current technological warfare, product warfare, patent warfare, and innovation warfare. Household appliance companies compete for the consumer market. It is inevitable that there will be smoke between the camps. The most important issue is product patent issues.
The essence of patent warfare is a game of technological innovation
In recent years, popular sayings like: 'First-class companies sell patents, second-rate companies sell technology, and third-rate companies sell products.' In the eyes of people in the industry, the patent warfare of home appliance companies has been frequent, reflecting the shift in the direction of competition in the home appliance industry.
In the initial stage of industrial development, the industry chain operates from top to bottom. The most obvious features are low-price competition, channel expansion, extravagant marketing, and extensive management. Now that the home appliance industry is mature and the market is saturated, home appliance companies want to compete in a heated market. In order to get a piece of the pie, we must pay attention to product value, premium ability, product innovation and technology research and development, and the level of competition is also raised to the technical warfare, patent warfare, and product warfare. Whoever has advanced product technology and production technology is in the next stage of competition. It takes a proactive position. Therefore, no one will miss this great opportunity to demonstrate 'hands'.
At present, the patent warfare of home appliance companies has entered a stage of in-depth development. In foreign countries, the use of patent warfare to encircle competitors is very mature, and the protection of patents and patent fees paid are all high. However, in China's enlightenment stage, enterprises Inter-patented warfare is constantly escalating, not only to seize the market, but also to ask for a little bit of royalties, a greater role is to win time for the rapid promotion of their products and seize the market.
Obviously, the current patent disputes come and go, but they are actually a positive and fair competition between enterprises. It is believed that as the degree of attention and protection of R&D results is gradually increased, the competition in enterprises is moving higher. At this level, it is only the painful period for the development of the Chinese home appliance industry.
How to defend the patent enterprise to actively fight?
So, how can a company win in the patent war? This needs to be elaborated from the following aspects.
As the owner of technological innovation, the key is to understand the rules of the game of the patent system. The core of the patent system is to obtain a conditional market monopoly through the full disclosure of new technologies. This requires the company to have a patent consciousness. Once there are new technological inventions, We must rush to apply for a patent so that we do not get ahead of others and miss the opportunity to own a patent. On the one hand, this is a common shortcoming for Chinese companies, not just the home appliance industry.
In the face of declaring war opponents, the financial books and materials that can prove the profitability of the products must be kept in daily work. Do not be afraid to file courtesy statements. Patent disputes are essentially tug-of-war and consume the strength of both parties. Complete and active battle can be.
In addition, for companies with relatively low resources and competitiveness, they should invest limited resources in key areas of innovation to achieve maximum innovation benefits. At the same time, they must make full use of patent resources to make intellectual property become the company's 'gold and silver'.