Trademark analysis report of nine lighting enterpr

Abstract: after investigation, a total of 9 lighting enterprises have collected trademark application data over the years. Starting with trademarks, we can further understand the brand trends of these nine lighting enterprises, subdivide the brands into various trademark classification fields, and reflect the product R & D focus and distribution of each stage or company from the layout of trademark application, the annual application situation, as well as the protection and attention to trademark brands, so as to obtain the brand development history

in order to expand the popularity and influence of independent brands, on May 2, the State Council approved the approval of the national development and Reform Commission on the establishment of "China brand day", agreeing to establish May 10 as "China brand day" every year from 2017

after investigation, trademark application data of 9 lighting enterprises over the years were collected. Starting with trademarks, we can further understand the brand trends of these nine lighting enterprises, subdivide the brands into various trademark classification fields, and reflect the product R & D focus and distribution of each stage or company from the layout of trademark application, the annual application situation, as well as the protection and attention to trademark brands, so as to obtain the brand development history

the number of trademark applications nationwide in 2016 was 3.52 million, with a year-on-year increase of 28.4%

recently, the Trademark Office of the State Administration for Industry and Commerce announced the statistics of trademark applications and registrations in China in 2016. Statistics show that the number of trademark applications in China reached 3.526 million in 2016, ranking first in the world for 15 consecutive years. The year-on-year growth rate was 28.4%, 1.5 percentage points higher than that in 2015

among them, in 2016, the top five provinces (autonomous regions and municipalities) with the largest number of domestic applications were Guangdong (689434), Beijing (372387), Zhejiang (327572), Shanghai (257616) and Jiangsu (209900). The total application volume of these five provinces and cities accounted for more than half of the total domestic application volume, up to 52.65%. Compared with 2015, there are two more provinces that will also see a high increase in shopping malls, with applications exceeding 100000, namely Sichuan Province (126300) and Henan Province (129946)

the data shows that the consumption level of coastal cities has improved, the consumer brand awareness is strong, and the market economy is active. From the perspective of the lighting industry, Guangdong and Zhejiang will implement paid maintenance services in the following situations Shanghai, Jiangsu and Fujian are mostly the distribution centers of the lighting industry. Among them, Guangdong has an ancient town accounting for more than 70% of China's lamp market share, and the industrial development is highly concentrated. Zhejiang, Shanghai, Jiangsu and Fujian are areas with developed LED high-tech industries, with large-scale enterprises, most listed enterprises, and strong awareness of brand development routes, such as OPP lighting, Rex lighting, sunshine lighting, Foshan Lighting, Sanxiong Aurora Mu Linsen and other industry leading brands. In addition, there are more than 100000 trademarks in Fujian Province. In 2016, San'an optoelectronics headquarters with a revenue of 6.273 billion yuan was located in Fujian

ranking of trademarks applied for by the nine major domestic lighting brands

trademarks and brands, as the sharp weapon and flag of enterprise market competition, will undoubtedly occupy the top of the market economy and "dominate for decades" at the time of the transformation from "products" to "brands". The number of trademark applications of nine major lighting enterprises over the years was investigated respectively, and the ranking results were as follows: 710 Mu Linsen, 633 AUP lighting, 325 Rex lighting, 192 Foshan Lighting, 75 Huayi lighting, 54 sunshine lighting, 44 juhao lighting, 41 Sanxiong Aurora, and 23 aux lighting

trademark applications and international classification distribution of the nine major lighting enterprises over the years

MuLinSen: 710

trademark applications in 2016:

MuLinSen medical lighting, MuLinSen biological lighting, MuLinSen quality, MuLinSen new energy, MuLinSen electrician, MuLinSen intelligent lighting, and MuLinSen intelligent manufacturing

as of May 5, 2017, the total number of trademark applications that can be queried by MuLinSen is 710. 2016 was an important year for mu Linsen to expand its territory. In 2016, the number of trademark applications for mu Linsen was 539, an increase of nearly 500% over normal times. It can be seen that it is mainly distributed in LED, home lighting, biological lighting, intelligent lighting, new energy, electrician and other product fields, and has corresponding English trademarks. It seems confident to acquire landvance and enter the international market aggressively

OPP lighting: 633 pieces

trademark applications in 2016:

opple lighting, creating value with light, opple, integrated home, integrated ceiling, opple home light e-change

in 2016, opple was successfully listed on the main board, with 202 trademark applications in the same year. From the list of annual trademark applications, we can clearly see the trademark of OPP, from which we can find that in 2016, OPP mainly developed interior design, intelligent lighting, integrated home, integrated ceiling and other market fields. Over the past three years, OPP lighting has been rapidly developing new channels to win greater market share, while accelerating category expansion, continuous research and development and product innovation to enhance brand influence

Rex lighting: 325

trademark applications in 2016: Dongdong, the original

as of May 5, 2017, the total number of trademark applications that Rex lighting can query is 325. Among them, the number of trademark applications of Rex lighting increased sharply in 2013. The main trademarks are: Rex Dehao LED lighting nvceti, light environment expert, Rex Fengshang series and Rex Fengjing series. Trademarks are mainly distributed in the fields of business license and building materials. This is inseparable from the policy that the government put forward the concept of "new urbanization" and vigorously promoted the urbanization process in 2013, providing a huge consumer market for the home building materials industry. In 2016, Rex applied for "Dongdong" and "original" trademarks, and joined hands with jd.com to expand new fields

Foshan Lighting: 192

trademark applications in 2016:

fozhao electrician, fozhao quality control, fozhao hardware, and Foshan electronics

137 trademark applications for Foshan Lighting in 2010. The trademarks applied for in 2016 include fozhao electrician, fozhao quality control, and fozhao hardware, improving the hardware channel. In 2016, Foshan Lighting continued to vigorously promote FSL's independent brand, and the sales of overseas independent brands continued to increase. It has been successfully sold in more than 30 countries and regions, and the sales of FSL's independent brand increased by 66% year-on-year

Huayi lighting: 75

key trademarks: pin show, Huayi electrician

Huayi applied for pin show trademark in 2016, which is inseparable from the upcoming launch of modern lamp brand "Pinxiu" in today's oil and gas exploration and development, potash mine exploration and development, tailings comprehensive utilization and other mining industries in the middle of this year. So far, Huayi's brands include "Huayi lighting, Huayi lighting, Pinxiu, Huayi Electric building adopts plastic building materials, non-toxic recyclable industry, commercial lighting, Acton, medys, outdoor lighting, kelaimei, + ing", covering the field of Civil lamps and lanterns for lighting, outdoor landscape lighting, public commercial lighting, whether domestic Chinese lamps, European lamps, or fashionable crystal lamps, modern lamps Customers can enjoy what they need in Huayi system

sunshine lighting: 54

key trademarks: Sunshine Yankee

Zhejiang Sunshine Lighting Appliance Group Co., Ltd. was founded in 1975. In July 2000, "Zhejiang Sunshine" A-share was listed on the Shanghai Stock Exchange, becoming the first private high-tech listed enterprise in the domestic lighting industry. In 2017, sunshine lighting will continue to adhere to the three channel strategy of home furnishing, circulation and engineering, actively integrate upstream and downstream resources, and increase its own technology and independent brand investment

juhao lighting: 44

key trademarks: juhao

in 2010, the number of trademark applications was 33, and the sub brand "old comrade" to be built mainly has 20 applications. In 2017, the core point of juhao's focus on building the "juhao model" is one center, three basic points, "everything is centered on the interests of dealers" factory direct sales store juhao mall, and engineering project center

Sanxiong · Aurora: 41

key trademarks: Sanxiong · Aurora

as of May 5, 2017, the total number of trademark applications that Sanxiong · aurora can query is 41. In 2013, it applied for trademarks 30 times. With the product name, Sanxiong Aurora took the word "stable" as its head. In 2017, Sanxiong Aurora was officially listed on the gem

aux lighting: 23

key trademarks: energy ant, health ant, environmental protection ant, longevity ant, ant Corps

as of May 5, 2017, the total number of trademark applications that aux lighting can query is 23. With the trademarks of energy ant, health ant, environmental protection ant, longevity ant, ant corps, etc., the brand connotation of "small ant has great energy, and small light bulb contains great heaven and earth" is interpreted. Aokeshi lighting adjusted its strategic layout and started again in the past two years. Deploy and develop from the following three aspects: first, enrich the product line, launch new products and seize the market; Second, terminal management, strengthen store training and improve the price system; Third, channel laying, strengthening e-commerce and accelerating investment attraction in blank areas

according to the data, the number of trademark registrations has climbed to a new high year by year, which shows that China's economy is in a stage of rapid development, with mass entrepreneurship and innovation, which is an era in which hundreds of schools of thought contend; At the same time, this is also the worst era. In such a volatile era, those enterprises that do not have their own brands swaying in the market wave will undoubtedly be the first to be eliminated

China is a big country in trademark application, but it is a small country in brand. The lighting industry is not. All the brand managers interviewed said that being a brand is really tiring. But can't you do it? No, this is the inevitable result of historical development

why is branding so tiring? The following difficulties are summarized: 1. It is difficult to leap from industry brand to mass brand due to industry characteristics (low attention); 2. As the media environment changes, it is also difficult for enterprises to accurately cover customers with limited advertising fees. Now even if you have money, you don't know how to invest in order to be effective; 3. Changes in consumption habits. The above three points have led to changes in the overall business environment