Random talk on the trademark of the hottest cosmet

Random talk on the market trademarks of cosmetics professional line (II)

II. The use of trademarks

the purpose of designing and creating trademarks is to use them, which is to rely on trademarks to provide the necessary legal basis and identification system for the listing of products. However, in the cosmetics professional line market, the use of trademarks is also worrying

1. According to the data of the national trademark administration department, the trademarks used and circulated without registration account for more than 30% of the total trademarks, and this ratio is higher in the cosmetics professional line market! As we all know, trademarks can only become trademarks after being verified and registered by the relevant national departments, and can also be used in the flour market. On the one hand, it is convenient for the management of relevant departments, on the other hand, it is also to prevent the emergence of identical trademarks, so as to protect the interests of all trademark subjects and maintain market order! However, in the professional line market, a considerable number of trademarks have not been registered in time, or even have no intention to register at all, and products with "trademarks" are sold on the market! There are two reasons for this situation: first, the strength of the manufacturer is very small, and there is the idea of "survival through a narrow gap". Because the products of the professional line are sold through beauty salons, they rarely attract the attention of the industrial and commercial departments. Therefore, the manufacturer thinks that the "risk" is not big, so it doesn't pay attention to the trademark registration and plays a "brush ball"; Second, considering the short life cycle of products in the professional line market, some manufacturers often eliminate a product in oneortwo years, and have no long-term plan to create a brand, so they do not register a trademark. In fact, the industry is developing, norms are being established, and government departments are paying more and more attention. As a regular manufacturer, for its own interests and the maturity of the industry, it is still necessary to do a good job before market operation, so as to build its own brand and achieve long-term development

2. Another important reason for the poor use of trademarks in the cosmetics professional line market also lies in its own industry characteristics. Since the sales channel of the professional line market is "manufacturer → agent → beauty salon", the attraction and cultivation of end consumers mainly lies in "service" and the spread of word-of-mouth among consumers, unlike the daily chemical industry, which must rely on traditional media channels such as television, newspapers, outdoor and so on. In other words, to establish customer loyalty for professional line products, we don't need to rely on "trademarks" to narrow the distance with customers, and it seems that we don't need to convey the information of products or enterprises to consumers through "trademarks". It's natural that the use of trademarks is not valued

3. The use of trademarks by professional line enterprises is also extremely irregular. It should be said that once a trademark is formed and registered, it must be a fixed pattern, color and font, that is, the so-called "standard color" and "standard word", which are not allowed to be changed and changed at will. However, in the process of using trademarks, professional line enterprises tamper with trademarks at will in order to match the advertising screen or the color of product packaging. This tampering is mainly manifested in the color, font and mutual proportion of patterns. One reason for this phenomenon is the indifference of enterprises to trademarks. Another reason may also be the unprofessional owners and users of enterprise trademarks. The consequence is that the professional level of the enterprise is low, the confidence of agents is reduced, and consumers are confused and lost

III. trademark update

on February 18, 2003, Coca Cola China announced that it would start to use the new brand logo, so as to enter the sight of consumers with a new face, making people feel the new vitality of Coca Cola. This is a redesign launched by Coca Cola company in order to better create the Chinese market, meet the aesthetic and psychological needs of Chinese consumers and curb its declining sales trend year by year. In 2003, Chinese enterprises also changed their logos one after another: Lenovo replaced legend with the English logo Lenovo, Amoi became Amoi, and Chinatelecom also launched a new logo

someone summed up the six reasons for enterprises to update their trademarks: the establishment of new companies, the anniversary of enterprises, the development and listing of new products, enterprise assets are all a challenge, reorganization or enterprise merger, the implementation of internationalization strategy, and enterprises change their business mechanism and marketing strategy. Due to the development time, environment, order and other reasons, there are few brands with obvious "leadership" in China's cosmetics professional line market, and enterprises have not yet reached the stage of commodity marketing by changing trademarks. Even if there is a move to change the trademark, it seems to be quietly, and it does not expect to attract much attention

however, if the cosmetics professional line enterprises want to grow up, realize the brand strategy, and implement the internationalization strategy, they will inevitably encounter and make the move of updating the trademark:

1. Coca Cola's brand value assets are as high as more than 70 billion US dollars, and all the basic elements in its trademark have become extremely valuable brand assets, but Coca Cola still implemented the global action of "updating the image and changing the packaging" in 2003! Because changing the trademark is an important means of its commodity marketing! Therefore, the replacement of trademarks is also a sharp weapon for Chinese cosmetics professional line enterprises to improve and enrich marketing means. However, enterprises should not blindly carry out trademark replacement activities, but should choose the timing of trademark replacement and the means of advertising communication according to their own strength and the stage of enterprise development, so as to help enterprises achieve a qualitative leap

2. The cosmetics professional line market has always been lively but scattered, which has something to do with the characteristics of low entry threshold and high profits. The development of the market needs leaders and order maintainers, but it can't be achieved only by the original accumulation and expansion of a single enterprise. It can be predicted that in the future, in a period of rapid cooling speed, there will be enterprise reorganization and merger or the integration of large capital in the cosmetics professional line market, which will inevitably lead to the transfer of corporate control and the renewal of trademarks

3. The cosmetics professional line market has always been the "bringing doctrine" of "making foreign things serve China", and all enterprises also focus on local sales. The development of the industry and the wave of global integration will push local cosmetics to all parts of the world. Xinte laboratory machine company specializes in consuming all kinds of laboratory equipment, so the strategic focus of the enterprise must be shifted, and the business mechanism and marketing strategy will have another focus, The renewal of trademarks will also be placed on the agenda of such companies

it is necessary to update the trademark, but "innovation" cannot leave the root of the enterprise, that is, to create good products to achieve the purpose of perfect communication between products and consumers through trademarks

IV. the value of trademarks

the design, use and renewal of trademarks have been discussed in detail above, and the foothold is the "value" of trademarks. What is the value of trademarks? Another example is Coca Cola. One of its managers once proudly said: if one day Coca Cola's factory was burned to the ground and the enterprise had nothing, he could also take the trademark of "Coca Cola" and re create a Coca Cola kingdom in a short time! This is the value of trademarks

professional cosmetics enterprises should create their own valuable trademarks. In addition to designing a good trademark, they should also really do a good job in marketing, so as to achieve the continuous improvement of product market share and the continuous growth of enterprise profits, and obtain the sincere recognition and support of consumers, so as to endow the trademark with real value. In addition, the owner of each trademark must also maintain the uniqueness and seriousness of the trademark to prevent the damage of competitors and the malicious damage of other undesirable elements

it can be said that there are few valuable trademarks in the professional line market so far, which is not commensurate with the speed of development and optimistic prospects of the industry. The huge market capacity is also calling for the birth of well-known trademarks. However, this kind of well-known trademark is not sealed by a competent department or the media, but a "bosom trademark" truly established in the trust of consumers