Huixian Xinwei Refractories Co. , https://www.xinweirefractory.com
In December last year, twelve well-known Chinese trademarks in the paint industry were awarded by the State Administration for Industry and Commerce. These include major companies such as Garboli, Chenguang Coatings, Garrison, and Chuanhua. This was considered the most prestigious recognition in the history of the paint sector, a milestone worth celebrating. However, despite these achievements, there is a growing concern that the concept of "well-known trademarks" has been misinterpreted and overused, leading to a decline in their true value.
Many companies that have obtained this status do not truly meet the standards required for such recognition. As a result, the term has become diluted, and consumers no longer place much trust in it. Even large enterprises are hesitant to promote their "well-known trademark" status, and the market seems indifferent. Why is this happening? This article aims to explore the real meaning of well-known trademarks and why they have lost their significance in the paint industry.
A genuine well-known trademark should be recognized through legal procedures and must reflect the brand’s strong reputation and market presence. For a paint company to qualify, it should not only have a significant scale but also produce environmentally friendly, safe, and high-quality products. It should also maintain a solid social image, a strong market position, and offer reliable after-sales service. Additionally, the trademark itself should represent the company’s unique identity and cultural values, distinguishing it from competitors.
Unfortunately, in recent years, the term "well-known trademark" has become widely misused. Many companies, even small ones, proudly display "China Famous Brand" or "World Renowned Brand" on their websites and advertisements. This lack of regulation has led to misleading claims that confuse consumers and undermine the integrity of the entire system.
The author has observed numerous cases where companies with questionable reputations claim to be "well-known trademarks." Some of these brands have never been officially recognized, yet they continue to promote themselves aggressively. This raises serious concerns about the credibility of the system and the responsibility of media outlets in publishing such claims without proper verification.
In some regions, like Guangdong, there are dozens of companies claiming to have well-known trademarks. Examples include Foshan-based brands like Jialeshi, Bangpai, and Ouqi, as well as others in cities like Guangzhou, Jiangmen, and Zhongshan. Similar trends can be seen across other provinces, with many companies using titles like "China’s No. 1 Brand" or "World Famous Brand" without any official backing.
What is even more concerning is that some of these companies also claim to be "CCTV joint broadcast brands" or "century-old names," which is far from accurate. The paint industry is full of such exaggerated claims, raising questions about the authenticity of these designations.
To address this issue, stricter regulations and supervision are needed. The government should ensure that only legitimate companies receive such recognition and that false advertising is penalized. Media platforms must also take responsibility by verifying the legitimacy of claims before publishing them.
Ultimately, the purpose of well-known trademarks is to promote quality, innovation, and fair competition. If managed properly, they can help build strong, trustworthy brands that contribute to the growth of the industry. However, when misused, they lose their value and erode consumer confidence. It’s time for a more transparent and responsible approach to trademark recognition in the paint industry.