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在第99届广交会上,东盟各国的采购商明显比往届多了许多。马来西亚的中国经贸总商会特地组织国内企业、中国品牌代理商和经销商前来采购和洽谈。一位马来西亚华人采购商对记者说,目前,五粮液、同仁堂乌鸡白凤丸、云南白药等数十种中国名牌产品在东盟市场十分畅销,像他这样的中国产品代理商、经销商在东盟各国越来越多,大家都十分积极而主动地将中国企业或名牌“引回去”。然而,面对友好邻邦的盛情邀请,中国企业品牌略显迟疑。近年来,由于品牌意识的缺乏,一些征战东盟的中国先行者先后遭遇了商标被抢注的事件。四川“长虹”在印度尼西亚、泰国相继“被抢”,而菲律宾则成为了“红塔山”、“阿诗玛”、“云烟”等中国名烟品牌流失的“重灾区”。对中国企业和知名品牌而言,目前正是进军东盟的大好时机,如果因为惧怕品牌流失而迟疑观望,甚至裹足不前的话,企业将来必定会为错失“头啖汤”而捶胸顿足。在东盟开拓市场之前,国内企业有必要先了解一下东盟各国的商标保护情况,然后有针对性地拟定一套完善的商标保护策略,保护好自己的无形资产。
At the 99th Canton Fair, buyers from ASEAN countries were significantly more numerous than in previous years. Malaysia’s China General Chamber of Commerce and Economy specially organizes domestic enterprises, Chinese brand agents and distributors to come to purchase and negotiate. A Malaysian Chinese buyer told reporters that at present, dozens of Chinese brand-name products such as Wuliangye, Tongrentang Wuji Baifeng Pills, and Yunnan Baiyao are very popular in the ASEAN market, and that the distributors and distributors of Chinese products like him are all over ASEAN countries. The more people come, the more actively and proactively they “lead back” to Chinese companies or brand names. However, in the face of a warm invitation from friendly neighbors, Chinese corporate brands are slightly hesitant. In recent years, due to the lack of awareness of the brand, some Chinese pioneers who fought against ASEAN have encountered the case of trademark squatting. Sichuan “Changhong” has been “robbed” in Indonesia and Thailand, while the Philippines has become a “hit area” of the loss of Chinese famous brands such as “Hongtashan”, “Ashima” and “Yunyan”. For Chinese companies and well-known brands, it is an excellent opportunity to enter ASEAN. If you are hesitant to wait and see if you are afraid of the loss of your brand, you may even want to make a mistake and lose your head. Before ASEAN expands its market, it is necessary for domestic companies to first understand the trademark protection of ASEAN countries, and then formulate a set of comprehensive trademark protection strategies to protect their intangible assets.