In November this year, Lianyi Group, located in Jiaozhou, had a happy event: the company's "Lianyi" brand trademark was awarded "China Famous Trademark" by the Trademark Office of the State Administration for Industry and Commerce, marking that the enterprise has become the leader in the same industry.
Over the years, Lianyi Group has been taking brand building as the focus of enterprise development, and striving for China's well-known trademark and provincial famous trademark as an important reflection of enterprise competitiveness. According to the development concept of "brand is the direct reflection of enterprise image and product image, brand is the carrier of enterprise vitality and comprehensive strength", it vigorously implements trademark strategy and builds a strong trademark brand. Through the construction and promotion of the trademark brand, the product's popularity and reputation are constantly improved. As early as 2005, the company's Lianyi brand trademark was identified as "Shandong Famous Trademark" and "Shandong Famous Brand". In 2010, it was rated as "famous trademark" by Qingdao Industry and Commerce Bureau. In November 2011, the company's Lianyi brand trademark was awarded the high honor of "China Famous Trademark" by the Trademark Office of the State Administration for Industry and Commerce.
The trademark consciousness of enterprises is the basic premise of cultivating trademarks and establishing brands. The floor is a small product, a large market, which determines the characteristics of the national floor enterprises small and more, wide and scattered. According to incomplete statistics, there are more than 3,000 flooring enterprises in the country. In order to avoid low-end competition, the company has recognized the important role of trademarks in the development of enterprises since its establishment in 1997, and established the development strategy of "cultivating trademarks and establishing brands" in order to stand out in the market competition. At the beginning of the business, the company developed a trademark development plan, hired professionals to design trademarks and brands, and carried out a full range of packaging from the trademark concept, product vision, advertising and other aspects. Relying on the popularity of Qingdao in the world and the characteristics of the coastal city, the trademark name is determined as "Lianyi and Tu", which echoes the city name and characteristics of Qingdao; In the pattern design of the trademark, the "two hemispheres of the world and the words of friendship" are integrated to expand the influence of the "friendship" trademark; According to the use of the floor, the advertising slogan is set as "friendship floor, beautify thousands of millions", and the product image is designed as "friendship embraces the whole earth" to create a broad and atmospheric atmosphere for customers. After determining the overall concept of the trademark, the company successfully registered the trademark "Friendship and Map" in 1997. This initiative has laid a solid foundation for the subsequent development of the company, and has become a leader in the national wood flooring industry.
Comprehensive and effective publicity and promotion is an important means to cultivate trademarks and establish brands. In order to better promote and publicize the "friendship and map" trademark, the company timely established a product promotion department, responsible for product promotion and publicity work. For more than 10 years, the company has formulated a series of marketing measures according to the characteristics of enterprise products and the differences of sales regions, and established a trademark communication system with accurate positioning, accurate appeals and flexible forms. Every year, according to the characteristics of the products, the company innovates publicity methods, extensively uses various forms such as television, newspapers, networks, outdoor advertising and promotion, establishes multi-level, three-dimensional, wide field and all-round promotion mechanism, and carries out the overall publicity and promotion activities of large density, multi-form and wide coverage. In the late 1980s and early 1990s, under the situation that the enterprise trademark awareness was not strong at that time, the company carried out a number of concentrated trademark publicity and promotion in Dazhong Daily, Qingdao Daily, Jiaozhou Daily, so that the "friendship and graph" trademark became the darling of the media and caused greater concern in the society. For more than 10 years, the company has cooperated with more than 10 TV stations such as CCTV, Shanghai TV, Shandong TV, Economic Daily, Dazhong Daily, Yantai Daily, Guangzhou Daily, Qingdao Daily and more than 20 provincial and municipal newspapers and periodicals, and has done a lot of systematic publicity and promotion; In Shanghai, Jinan, Qingdao, Shijiazhuang, Dalian, Urumqi, Yantai and other important road sections, prominent positions, set up more than 30 outdoor billboards, give full play to the advantages of outdoor advertising; Grasping the development trend of the rapid popularization of the Internet, the company set up the "Lianyi" portal website in 1998, and established cooperative relations with Alibaba and other e-commerce enterprises. It not only used the network media to publicize the "Lianyi" trademark, but also carried out e-commerce in the forefront of the industry. The company makes full use of the publicity effect of the festival, and increases publicity through naming, participating in exhibitions and other forms. In terms of product promotion, the company organizes college students to carry out public welfare publicity activities in the community during important holidays such as May 1st, 11th and Spring Festival every year to publicize the use of common sense flooring; In the sales season, arrange direct sellers to enter the major shopping malls in major cities across the country, distribute promotional materials on the spot, introduce the excellent characteristics of products, and increase promotion efforts.
Trademark is brand, brand is benefit. With the increase of trademark publicity and promotion, the advertising slogan of "friendship floor, beautify thousands of millions" is widely spread in China, and the popularity of the "friendship and map" trademark continues to improve. At present, the Lianyi brand floor is not only exported to the United States, Canada, Japan, the United Kingdom, Belgium, Italy, the Netherlands, South Korea and other countries in the world, but also sold well in more than 20 provinces and cities and regions, in more than 10 large and medium-sized cities in the country set up a distribution office, in the Home Depot, Oriental home, good family, B&Q and other domestic large chain supermarket favored, And has a stable consumer group.
Through the implementation of trademark strategy, Lianyi Group has continuously improved its product quality, made its brand continuously occupy the market, established solid brand loyalty, and greatly increased the intangible assets of the enterprise. At the same time, we also actively build a noble corporate culture and business philosophy, carry out high-quality corporate culture activities, build a high-quality workforce, enhance the comprehensive strength of the enterprise, enhance the social status and reputation of the enterprise, and lay a solid foundation for the long-term development of the enterprise.
Lu Public network security No. 37130202371663