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Zoomlion: build a leading brand of construction machinery

Zoomlion Heavy Industry Co., Ltd. (hereinafter referred to as Zoomlion) was founded in 1992. It is the first a+h-share listed company of China's construction machinery and the sixth largest construction machinery enterprise in the world

in November 2015, Zoomlion won the Trademark Application Award at the China Trademark gold award ceremony jointly hosted by the State Administration for Industry and Commerce and the world intellectual property organization. This honor comes from Zoomlion's high starting point, high positioning, innovative trademark management mode from an international perspective, and its effective role in promoting the implementation of trademark strategy and building a leading brand of global construction machinery

consolidate the foundation and enhance value

in 2000, Zoomlion Chinese trademark, Zoomlion English trademark and graphic trademark were officially launched. Zoomlion means "roaring lion" and symbolizes Zoomlion's strength and ambition to enter the world as an enterprise representative of "Oriental lion"

since 2002, Zoomlion has successively reorganized and acquired Hunan Machine Tool Plant, Hunan Puyuan Group Co., Ltd., Changsha National High tech Industrial Development Zone bid winning Industrial Co., Ltd. and other enterprises, and has successively owned Puyuan and bid winning trademarks

in 2007, Zoomlion Heavy Industry Co., Ltd. began to implement the brand unification strategy known as "holding hands to become fists" in order to achieve the international development goal, that is, on the basis of positioning the brand as a single brand, Zoomlion, Puyuan and winning the bid were unified as Zoomlion brands. Zoomlion's brand has been selected into the list of China's 500 most valuable brands for 12 consecutive times, becoming a world-class brand leading the domestic construction machinery industry

in 2000, Zoomlion officially launched the first set of visual identity system, and in the subsequent gradual collision and integration with the world's multiculturalism, the foundation for the transformation of Zoomlion's brand image and corporate visual identity system concept has also been gradually laid. In June, 2015, Zoomlion launched a new corporate visual identity system to the world in Milan, Italy, the world's art capital. Through the demonstration of the corporate visual identity system, Zoomlion, the brand logo of Zoomlion, was completely interpreted

the brand-new design of enterprise visual recognition system integrates the abstract image of the lion with the letter "Z" to form a new trademark. The new trademark is not only more three-dimensional, but also more vividly reflects the connotation of Zoomlion - Zoomlion considers the future of enterprises and products from a global perspective, promotes product upgrading, leads industrial transformation, and finally creates a better life

in order to improve the core competitiveness of the brand, Zoomlion has established a national technology center, which will use 5% of the annual sales revenue for technological innovation. Through the R & D system, it will continuously launch high-tech achievements. While continuously improving the competitiveness of Zoomlion brand and products and catching up with and Surpassing the world-class level, it will form a virtuous cycle of scientific research promoting industry and industry nurturing scientific research, and the gold content of trademark brands will continue to increase. By 2015, Zoomlion had applied for 8416 patents, with a brand value of 33.571 billion yuan

expand influence and undertake

while enhancing the core competitiveness of the brand through various ways, Zoomlion attaches great importance to the publicity and promotion of trademarks. Zoomlion has spent more than 2billion yuan on the publicity and promotion of trademarks such as Zoomlion in the domestic and foreign markets through television, Internet, newspapers, exhibitions, outdoor and other media advertisements, as well as embedded advertisements

while carrying out brand promotion, Zoomlion has not forgotten the enterprise's society, and will take social responsibility as an important part of expanding brand influence. At the beginning of 2008, there was a rare rain, snow and freezing weather in most parts of southern China and the eastern part of Northwest China. Zoomlion not only sent disaster relief teams, provided equipment, actively participated in disaster relief, but also donated 3.5 million yuan to ice and snow disaster areas. After the Wenchuan earthquake in 2008, Zoomlion organized the first mechanized rescue team to arrive at the scene in addition to the army, and donated equipment and love funds totaling more than 30million yuan to the disaster area. After the Yushu earthquake in Qinghai in 2010, Zoomlion not only donated 10million yuan for earthquake relief, but also urgently mobilized Qinghai and surrounding engineering machinery and equipment to form a rescue team, rushed to the outer areas with high specific intensity and other characteristics to participate in the rescue, and sent all kinds of scarce living materials to the affected people. In the 10 years of "love changes destiny" public welfare charity student activities, Zoomlion has donated 12million yuan to help students, helping more than 1200 poor students enter the University

build a network to safeguard rights and interests

"products are not moving, trademarks first" has always been the trademark protection strategy pursued by Zoomlion. In order to ensure the implementation of this strategy, Zoomlion has divided the trademark management into two levels, that is, the legal affairs department manages the company's trademark work uniformly, and each business unit is the trademark user. In 2006, Zoomlion made it clear that the risk management office of the headquarters was responsible for the trademark management of the company, and set up an intellectual property supervisor and an intellectual property lawyer to be responsible for the application, registration, use, transfer, renewal and other work of trademarks, as well as supervising and managing the use of trademarks in each business unit. The legal department of each business unit shall set up non litigation lawyers to cooperate with the intellectual property lawyers of the headquarters to manage the trademark use of the business unit. The brand management department is responsible for the design and publicity of the company's trademark, and the research institute is responsible for developing new technologies to improve product quality

in terms of brand protection, Zoomlion will determine trademark registration and protection measures according to the overall operation of the company. For example, in China, the company will register and protect all kinds of trademarks for each application logo; In foreign countries, Madrid registration and single country registration are carried out at the same time, starting from the registration of key regions and key categories, and the protection of corporate trademarks is gradually constructed. As of the end of 2014, Zoomlion has registered 684 trademarks such as Zoomlion, Zoomlion and Zoomlion in China, and 458 trademarks such as Zoomlion, Zoomlion and Zoomlion have been registered in 126 countries and regions that have activated all kinds of steel trade service providers with "partners". 201 the minimum value is 1s5. Zoomlion has designed and built a global trademark protection system according to the company's new enterprise visual identity system, which provides a guarantee for the international development of Zoomlion, and the trademark value of Zoomlion has been continuously improved. In 2007, the trademark of Zoomlion was recognized as a well-known trademark by the State Administration for Industry and commerce; In 2008, Zoomlion trademark was recognized as a well-known trademark by the people's court in the process of judicial protection. From 2007 to 2013, 10 trademarks including Zoomlion, Zoomlion and Zoomlion were recognized as famous trademarks in Hunan Province

in view of the situation that other domestic market entities apply for the registration of trademarks with the same or similar words as Zoomlion in relevant categories, Zoomlion has arranged special personnel to conduct dynamic monitoring, actively raise objection applications, and stop their registration. By the end of 2014, the company had raised objections and disputes against a total of 170 domestic trademarks. The main function of the testing machine is to test the mechanical endurance application of the testing machine, effectively safeguarding the trademark rights of the company. Internationally, Zoomlion has found that the English trademark of Zoomlion has been registered by others in Mexico, Ukraine, Chile, Argentina, Syria and Indonesia since 2007. Through full communication with intellectual property agencies, the company has formulated a sound overseas trademark rights protection strategy, using its own market and brand advantages, with the help of commercial negotiations, administrative revocation, litigation and other means, it has successfully recaptured all Zoomlion trademarks registered in the above six countries in four years

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