苏州稻香村近150年的知识产权保护之路

Core Insights - Suzhou Daoxiangcun, established in 1773, is one of the oldest existing brands in the Chinese pastry industry, recognized as a time-honored brand and a holder of the "Daoxiangcun" trademark [1] - The brand value of Daoxiangcun has reached 18.277 billion yuan, and it has been listed as a national intangible cultural heritage since 2009 [1][3] Brand History and Recognition - The brand gained fame after Emperor Qianlong praised its pastries, leading to widespread imitation across the country [3] - Daoxiangcun has faced significant imitation issues, with many counterfeit shops using its name, particularly in regions like Beijing and Tianjin [3][4] - The company has a long history of protecting its intellectual property, having published anti-counterfeiting statements since 1879 [6] Trademark and Legal Protection - Daoxiangcun registered its first company in the tea and confectionery industry in 1905 and has maintained its "He" trademark for over 100 years [4] - The company has initiated over 100 legal actions against counterfeiters since 2010, successfully protecting its trademark rights [6][7] - Recent actions have targeted various forms of infringement, including similar product packaging and unauthorized use of the brand name [7] Market Expansion and Globalization - Daoxiangcun has established 10 modern processing parks across several provinces in China, with its products sold nationwide and exported to over 60 countries [7] - The company began its global market research and trademark registration as early as 2006, laying a solid foundation for international expansion [7]