Rely on intellectual property to compete in the market

“Sanlu milk powder, more nutritious”, this striking advertising word on top of a taxi attracts people's attention. What kind of cultural heritage does “more nutrition” explain to the people? How does Sanlu Group compete in the increasingly fierce competition in the dairy products industry today and has quickly emerged from numerous peers and has become one of the nation's three largest dairy product manufacturers?
Standing in the spacious and bright laboratory of the Sanlu Group’s research and development center, which has invested more than RMB 30 million and was recently built and put into use, looking at various advanced experimental testing equipment at the front row, Dr. Sheng Qinghai, director of the Engineering Technology Research Center, was impressed. He told us: “The reason Sanlu Group has today is inextricably linked to the company’s deep understanding of intellectual property protection.”
For many years, Sanlu Group has always closely integrated with the needs of strategic development of the company, and has been actively exploring and practicing in the field of intellectual property. It has taken a welcome step in the successful use of intellectual property strategy to promote the development of enterprises, and has opened up a wide range of innovative technologies and famous brands. Market.
After the “Sanlu” trademark was registered in 1985, Tian Wenhua, Chairman of the Board of Directors, often told everyone that it was not easy to create a brand. “Sanlu” brand must be dedicated to people in order to gain the recognition of the people and have a high reputation. Many high quality and reliable products. They penetrated this idea into every aspect of production and sales, strictly controlled the quality and guarded against counterfeit products. In 1999, the “Sanlu” trademark was recognized as a well-known trademark in China by virtue of its first-ever milk powder production and sales in China for the first time in seven years. At the same time, the company also attaches great importance to patent protection. Before a new product is put on the market, it always applies for packaging design for exterior design. For the ongoing scientific research projects, they actively explored the innovation points of the project, applied for patent applications for core technologies, and clearly defined the ownership of intellectual property rights in the contracts. In January 2005, the company's self-invented formula for infant formula was patented.
Sanlu people have closely linked the fate of the company with intellectual property rights. The company has gradually formed an atmosphere where everyone attaches great importance to intellectual property rights, employees’ awareness of intellectual property has been greatly enhanced, and the number and quality of patent applications have been greatly improved. As of the end of 2004, the company had one patent for invention, 72 patents for design, one well-known trademark in China, two honorary titles for “Chinese famous brand products”, and eight other invention patent applications had entered the stage of actual examination.
The escort of intellectual property rights has won the market for Sanlu, won the trust of consumers, and has also won significant economic benefits. In 2004, Sanlu Group achieved sales revenue of 6 billion yuan, profit tax of 550 million yuan, and its leading product, the Sanlu series of formula milk powder, achieved the highest output and sales in the country for 12 consecutive years. Talking about the company's intellectual property work development goals, Sheng Qinghai said with full confidence: “We will further strengthen the protection of intellectual property rights, actively use intellectual property strategy, aim at the leading level of the international dairy industry, and strive to reach the world dairy products in a short period of time. The industry ranks first."
In today's China's dairy market, domestic and international flocks are fighting together, and Sanlu is using intellectual property as a weapon to compete in the deer market. (China Intellectual Property News)