The term 'shanzhai' has been used for a long time. Originally referred to as the stockade in the mountains, it gradually became synonymous with 'imitation, piracy, and fake'. In the food industry, the food machinery market, the 'shanzhai' products are also rampant. The cottage products are small. To say that it is deceiving consumers, to say that it affects the order of the entire market. In the face of being infringed, enterprises should pick up legal weapons to protect themselves, and relevant departments should severely punish the actions of Shanzhai and purify the market.
From imitating the appearance to stealing technology, Shanzhai products are extremely useful.
CCTV 3.15 Consumers’ Party this year exposed some of the local Shanzhai foods. These foods, the packaging of the ultimate imitate similar brands. Other Shanzhai food on the market, but also to imitate food packaging based. In recent years, coconut milk beverage market, regardless of In big cities or rural areas, various kinds of coconut milk beverages make people silly and unclear. Among them, the yellow and black packaging of coconut palm and the blue, white and black camouflage packaging of special forces are the most iconic. Similar products generally imitate these two brands. In the packaging, consumers will buy the wrong brand without careful attention. Not just coconut milk, like walnut, dairy products, candy, and cakes, but there is a phenomenon of small brands mimicking big brands.
In addition to Shanzhai food and beverage, well-known food machinery companies are not uncommon among products. The disadvantages of product homogenization are a headache. People who regularly participate in industry exhibitions must “prevent photographing” before the exhibition booths of some companies. The brand is very familiar with. Food machinery companies participate in large-scale exhibitions to promote products while also being concerned about being imitated and plagiarized, thus affecting the marketing of their products.
Shanzhai products not only harm the interests of consumers, but also affect the healthy development of the market.
From the author's point of view, the fact that cottage products are small is to deceive consumers, and to say that they affect the entire market order. Shanzhai products are often branded on their brand names and are brand-named on the outer packaging, eliminating the need for large advertising costs. Taste, product design to imitate similar famous brands, saving a R & D funds, and therefore have a larger premium space.
This kind of self-interested behavior is not conducive to the sustainable development of the entire industry. Over time, it has severely hit the confidence of those companies that have spent a lot of money on R&D and promotion. More and more people are unwilling to pay for innovation. The phenomenon of homogeneity is serious. When there is no strong technology and design to create a competitive advantage, a price war will evolve, enter a vicious circle, and wait for self-efficiency.
Severely punish the behavior of enterprises and cleanse the bad market
The recent Sino-U.S. trade war we can see. In the current international market competition, whoever has mastered the latest technology, the more patents, the more people have the right to speak. With the development of the times, scientific and technological progress, intensive labor force The competitive advantage will be weakened more and more, and the high added value and status of the technology will gradually become prominent. We should realize how urgent and important it is to protect innovation and protect the sound development of technology.
In recent years, the state has intensified its protection of intellectual property rights, and companies have also taken up legal weapons to stop other people’s infringements and safeguard their own legitimate interests. In May this year, Suzhou Wujiang District Court concluded the “coco” brand. In the case of coconut milk products being packaged by other enterprises, the defendant was required to compensate the plaintiff for economic losses and reasonable expenses of 200,000 yuan. In 2016, Kaixing Food Machinery Co., Ltd. had a number of patented dumplings sold by a company in Henan Province and infringed on it. The Zhengzhou Intermediate People's Court ruled that the defendant's infringement was established.
Combating Shanzhai products is a protracted battle. Persistence is victory.
The author admires those companies that are still insisting on self-innovation and valuing technology. They are the hope of the future national enterprise in China. It is necessary to know that when everyone is on the right path, who is going to take a hard look and open up a new path. People open up new roads. The more people who go, the more people go, the more crowded they are. They find that they have no way to go. The thorns next to them are too deep and their knives are not sharp enough. Road. Everyone does not want to see this outcome.
With regard to the development of the domestic food and food machinery industry, it will take time before the complete suppression of the Shanzhai. Enterprises must believe in innovation, and the power of technology is ultimately the ultimate winner. It gradually cultivates the technological strength of enterprises according to their own development strength; Their own legitimate rights and interests, once found that their products were copied, they were infringed and quickly collected evidence to contact lawyers. The relevant departments should improve patents and intellectual property laws and regulations so that law-breakers have no loopholes; they must strengthen supervision and supervision. , Cracking down on infringements. Combating Shanzhai products is a protracted war. Enterprises that insist on innovation and value technology development will win the final victory.