Recently, we learned from Shanghai administration for industry and commerce that feihe was once again recognized as "Shanghai famous trademark" (2015-2017) through the review of Shanghai administration for industry and commerce. This is the second time that the company has been awarded the title of "Shanghai famous trademark" after 2009 and 2012.
"Shanghai famous trademark" is based on the "trademark law of the People's Republic of China" and the Shanghai municipal people's government promulgated the "measures for the protection of Shanghai and the identification of famous trademarks" standards, for in the market with high degree of public awareness and enjoys a high reputation of the trademark, approved by the Shanghai famous trademark review and adjudication board for review, and authorized by Shanghai administration for industry and commerce with the government authority of the honorary title, identified as the famous trademark is valid for 3 years.
As a comprehensive high-tech enterprise focusing on manufacturing industry and integrating product r&d, manufacturing, sales and service, feihe owns multiple r&d and production bases in China. Fly after years of development, and in the industry and customers at home and abroad have a higher visibility, as the scale of China's most one of the air compressor production and export enterprises, the company has independent intellectual property rights and a number of national patents, has passed ISO9001 international quality management system certification, ISO14001 international environmental management system certification, the European Union CE certification and the national energy saving product certification.
From the founding, the company has been fully realize the importance of trademark protection and brand building, as an important way to improve enterprise competitiveness, it attaches great importance to the trademark brands such as the cultivation and management of resources, formed in the course of practice including idea, system and practice of brand management system, and obtained results.
I. the company's trademark development helps
Founded in the 1990s, feihe attaches great importance to trademark registration and protection. In 1998, the company successfully registered the FEIHE trademark, which was the first registered trademark of the company. Trademark registration helps the company to develop market, improve the competitiveness of the company's products and brands in the market, and effectively safeguard the company's intellectual property rights and legitimate rights and interests. Since then, the company has been increasing efforts in trademark registration and protection. By the end of 2014, the company had 34 registered trademarks, and another 7 trademarks are being registered.
In order to strengthen the protection and management of trademarks, the company has set up a special trademark management team, who is responsible for the registration, use and protection of trademarks, and has formulated a sound trademark management system and carried out strict supervision and management.
In the process of internationalization, feihe actively develops the international market and provides perfect service and support for global customers. In order to strengthen the use and protection of company trademark in a foreign country, strive to build the international well-known brand, the company through the world intellectual property organization and the book to the Madrid agreement and protocol in the UK, Germany, Russia, Spain, Greece, Egypt, France, Iran, Romania, Bulgaria, Ukraine, Vietnam and other countries and regions registered the trademark. The registration of international trademarks plays an effective role in ensuring the normal operation and development of the company's products and services in the international market, enhancing the international popularity of feihe brand, and deepening the recognition and trust of foreign customers.
In addition to winning "Shanghai famous trademark", the company has been awarded "Shanghai famous brand" for 10 consecutive years and "China famous brand" by China famous brand product recommendation committee. The company's brand influence and brand effect to expand the domestic and foreign markets, market share has always been in the forefront of the industry.
Second, the cornerstone of excellent quality brand
Technical level and product quality are the cornerstone of the company's brand development and the guarantee of brand innovation. Feihe guarantees the high content of famous trademarks with its strength. As a pioneer in the domestic market, after many technological innovations, the air compressor products produced by feihe are used in many industries. The company has always been around the core technology, continuous exploration and research, research and development focus on improving product materials, and improve the processing method, improve product accuracy, so that the company's air compressor products have a qualitative flight, laid a flying and leading position in the industry. Relying on research and development and technology, feihe will release amazing brand energy and dare to compete with international famous brands.
Implement the technology leading strategy, so that the technology content of feihe products always ahead of peers, advanced production equipment, production technology to ensure that every product is high-quality. The company has a modern and professional production workshop and production line, and has perfect sheet metal parts, spraying parts and other self-supporting capabilities. For feihe, quality is the foundation and cornerstone of an international brand.
The company took the lead in setting up the air compressor research institute in the industry, focusing on the research and development of air compressor products, and cooperating with many famous universities to develop new products. New generation single screw air compressor, permanent magnet frequency conversion air compressor, centrifugal air compressor... It is the crystallization of flying and innovative development, and the embodiment of flying and technical strength. Technology is the guarantee of quality, and quality is the guarantee of brand. Over the years, feihe has obtained dozens of patents such as invention, utility model and appearance design, which guarantees the leading position of feihe in the industry and products.
Scientific management of brand value added
In order to improve the management level of the company and build its all-round competitive advantages, feihe has built an enterprise information management platform, and successfully implemented the ERP enterprise resource management system, CRM customer relationship management system and HR human resource management system. The perfection of information construction makes the company's management concept, management mode and management means realize a qualitative leap, and promotes the scientific and modern decision-making of the company.
Company established a perfect marketing network and after-sales service system, with the innovation of marketing idea and excellent marketing team, to "pre-sale consultation, product sales, maintenance, spare parts timely" four one serves the masses of customers, sales and after-sale network distribution around in providing customers with high quality, efficient pre-sale, sale and after-sale service. Over the years, feihe uphold the "quality to win the most extensive reputation, credibility to win the most broad market" development strategy, with strong technology, excellent products, perfect service to win the recognition of customers. To achieve the synchronous growth of domestic and foreign sales is the strategic development goal of feihe, and the future foreign market will become a new high-speed growth point of feihe.
The innovation of management concept, the improvement of management system and the improvement of management level have shaped the internal and external brand image of the company and realized the increment of the company's brand value.
Four, the promotion of brand take-off
The company attaches great importance to the promotion and publicity of trademarks and brands, and invests a large amount of funds in the promotion and brand promotion every year to carry out effective operation and implementation of brand promotion. Over the past few years, companies all over the country and foreign newspaper, magazine, Internet, outdoor advertising and other kinds of media publicity to the enterprise brand image, and actively take part in exhibitions at home and abroad, marketing activities, to improve enterprise and product brand image, for the domestic and international to create a first-class brand laid a solid foundation
The rapid increase of the popularity and reputation of feihe brand has been recognized and trusted by the vast number of customers at home and abroad, which is attributed to the brand promotion strategy that the company has been adhering to. The multi-layer and cross-media advertising investment has brought the brand rapid improvement, providing a strong driving force for the rapid growth of feihe.
The title of "Shanghai famous trademark" is recognized and affirmed by the market and users. Feihe has long been committed to becoming an internationally renowned brand into the company's development strategy planning and as a brand building goal. The company will once again won the "Shanghai famous trademark" as the starting point, continue to make persistent efforts, through continuous innovation and development, strive to become a brand with international popularity and influence, constantly improve the company's brand value and influence, make greater contributions to the development of Chinese national brands.