Quick comment| when will the "famous brand" wealth be suspended?

Recently, a variety of skin care products named "Sun Yat-sen University" on the e-commerce platform have caught fire, and some media have questioned and investigated whether these skin care products are produced by Sun Yat-sen University? Is it a school-enterprise product? Cooperative? Or is it a brand that has nothing to do with the name of the rustle? The news report failed to give an accurate judgment and was awaiting investigation and characterization by the relevant functional departments. In November, law enforcement officers from the Guangzhou Baiyun District Market Supervision Bureau conducted an on-site inspection of the business premises of Guangzhou Jiukoushan Technology Co., Ltd. and found that the packaging box of the "Beifu Whitening Nourishing Body Lotion" cosmetics sold by the company was marked with the words "Technical Support of the School of Chemical Engineering and Technology of Sun Yat-sen University", and some of the fonts of "Sun Yat-sen University" were significantly larger than other contents. The company's personnel could not provide the relevant technical support of Sun Yat-sen University, and after investigation and verification, confiscated its illegal gains of 2100 yuan and goods, and imposed an administrative fine of 104160 yuan.

In fact, it is not uncommon for well-known schools to be "branded" and cause many problems as a result, and it has a long history. Consumers in the "brand" aura temptation to buy a certain product, the use of ineffective and harmless at most a throw away, if invalid harmful and then protect rights, the leaner slipped away, the brand lying gun, leaving a mess to the functional departments to clean up.

There are many reasons why the chaos of "famous brands" and "rubbing halo" is difficult to treat. First of all, the relevant management systems of names, famous brands and trademarks are not clear, accurate and meticulous, and the boundaries have not been fully clarified, nor have they penetrated into the smallest units of social life. Secondly, driven by economic interests, counterfeiting, shoddy, rubbing and imitation have never stopped. Most of the famous brands are for the purpose of rubbing the aura, and the theft is no longer a physical object, but an intangible asset similar to the reputation. Finally, if the cross-border "famous brand" is registered in different places, produced in foreign ports, and sold online, if the quality of the goods itself meets the standards and does not cause harm to consumers, it is difficult to define the victims and rights protection subjects. If you want to defend your rights, you will fall into the embarrassment of "recovering a chicken and killing a cow".

It is not impossible to control the chaos of "famous brands". At the macro level, more detailed and comprehensive laws and regulations should be formulated and implementable solutions should be provided. At the meso level, functional departments should manage and guide services at the same time, while increasing management efforts, law-abiding, and severe punishment for violations of the law, to create a better business environment for enterprises with production capacity and sales channels, and to help them establish their own brands. From the micro level, enterprises should abandon the illusion of famous brands, concentrate on product development, production and sales, and gradually establish their own brands; consumers should enhance their ability to distinguish, and should pay more attention to the actual effects of products.

Article/Guangzhou Daily commentator Li Ji

Photo: Guangzhou Daily New Flower City reporter Mo Weinong

Guangzhou Daily New Flower City Editor Hu Jun