Geographical indications have become the cash cow for the development of enriching the people in Jiangsu

Crayfish is undoubtedly one of the favorite delicacies of diners in hot summer. When it comes to crayfish, we have to mention Xuyi, the "capital of lobsters". Now, the lobster industry has become a pillar industry with a scale of more than 1 billion yuan in the country. Along with the competition for supply chain optimization and industrial upgrading, we traced back to the field from the tip of the tongue, closely followed the structural reform of the agricultural supply side, further protected and utilized the geographical indication brand of "Xuyi lobster", played the role of "cultivating a brand, driving an industry and enriching the people", and walked out of a new path of targeted poverty alleviation with Xuyi characteristics.

Now, the ecological and natural beauty of "rice grows in the water and shrimp downstream of rice" can be seen everywhere in Xuyi. This is mainly due to the new model of shrimp rice symbiotic planting and breeding first developed by Xuyi county in the whole province. In recent years, the local government has vigorously promoted "lobster +" comprehensive planting and breeding, "lobster + rice", "lobster + lotus root", "lobster + Euryale ferox"... Under the multi-mode innovative development, the newly developed shrimp rice symbiotic area is 135000 mu, with an average yield of 100kg lobster and 400kg ecological rice per mu, an increase of more than 3000 yuan compared with the conventional "one wheat and one rice", and the annual increase of relevant income of farmers is more than 400 million yuan.

Top down planning leads the development of landmark brands into the "fast lane"

Jiangsu, with abundant resources and fine scenery, is known as the "land of fish and rice" and "land of aquatic products". Backed by natural endowment, it has bred many geographical indication trademark products. Up to now, Jiangsu Province has 257 geographical indication trademarks, ranking among the national advanced ranks. Among them, there are 116 geographical indication trademarks in Huai'an City, Jiangsu Province, ranking first among prefecture level cities in China. Among the geographical indication trademarks in the province, there are 11 well-known trademarks and more than 100 well-known trademarks related to agricultural industries. The geographical indication industry base represented by Xuyi lobster, Nanjing Yunjin, Dongting mountain Biluochun, Sheyang rice, Zhenjiang vinegar, Huai'an red pepper and Huai'an rice has begun to take shape. The value of agriculture related brands is huge, and the brand power leading local economic development is becoming more and more obvious.

"There must be fertile soil under the big tree". The development and protection of geographical indication trademarks has a long way to go. In recent years, under the correct leadership and guidance of the provincial Party committee, the provincial government and the State Administration for Industry and commerce, the industry, commerce and market supervision and administration departments of Jiangsu Province have made great efforts to promote the scientific registration of geographical indication trademarks, solidly carry out the general survey of geographical indication resources and establish a catalogue database. On the basis of finding out the bottom number, formulate the development plan of geographical indication trademark around the regional leading industries and characteristic industries, and build an industry and regional layout with distinctive characteristics and complementary advantages. On the other hand, we will vigorously promote the efficient use of geographical indication trademarks, and organize some leading enterprises that register geographical indication trademarks to enhance the influence of geographical indication trademarks by relying on the Internet.

Governments at all levels in our province attach great importance to the work of geographical indications and trademarks, and the implementation of various policies has a voice. According to Wang Yuanhui, director of the Provincial Administration for Industry and commerce, the provincial government has included the development of geographical indication trademarks in 100 assessment indicators of the top ten key tasks every year. When formulating the regional trademark brand development index of Jiangsu Province, the Provincial Administration for Industry and Commerce incorporated the effectiveness of geographical indication trademark work and supporting policies into the index system to promote the introduction of supporting policies. Many cities and counties (districts) such as Huai'an, Yancheng, Zhenjiang, Nantong and Wujin have issued financial support policies of 50000-200000 yuan for geographical indication trademarks. In the past three years, Huai'an City and county have provided 1.83 million yuan in support of geographical indication trademarks. Xuzhou municipal government incorporated the development of geographical indication Trademarks into the outline of the 13th five year plan and included them in the special assessment of local governments. Zhenjiang has carried out local legislation and promulgated the regulations on the protection of Zhenjiang balsamic vinegar, which provides all-round support and protection for the trademark of Zhenjiang balsamic vinegar from six aspects: intellectual property protection, industrial support and development. Yangzhou, Huai'an and other places have also invested in the construction of geographical indication museums.

In addition to the specified actions, innovative measures across the province can be described as "emerging in endlessly". In terms of publicity and display, Huai'an Administration for Industry and Commerce hosted the first provincial geographical indication Expo, with 200 enterprises from Shandong, Fujian, Yunnan, Zhejiang, Anhui and other places participating. Suzhou and Lianyungang Administration for Industry and Commerce held the selection of "top ten agricultural products of the city" using the new media platform. In terms of e-commerce connection, Yancheng Administration for Industry and Commerce organized and held the city's geographical indication trademark cultivation and e-commerce promotion meeting, and reached a sales cooperation intention of 180 million yuan; Wuxi Administration for Industry and Commerce has carried out the joint action of "xipinhui · online travel" to promote the docking and cooperation between geographical indications such as "Yixing purple sand" and "manna herring" and e-commerce and Internet advertising enterprises; Relying on Taobao's "characteristic China Xuzhou Pavilion" platform, Xuzhou administration for Industry and commerce promotes the priority entry and top publicity of geographical indication products, and creates a "1 + 1 + 1" operation mode for the government, operators, service providers and platforms. In terms of standardized management, Taizhou Administration for Industry and Commerce has formulated Taizhou specification for the use and management of geographical indications, and Huai'an Administration for Industry and Commerce has guided and formulated the measures for the use and management of geographical indication certification trademark of "Huai'an rice".

Targeted poverty alleviation has achieved fruitful results. Landmark products are inserted with "take-off wings"

As a strategic mission in the new historical stage, "enriching the people" has been deeply engraved on the milestone of Jiangsu's development. The 13th provincial Party Congress clearly established the goal of concentrating on innovation, focusing on enriching the people and building a well-off society at a high level in an all-round way. In June this year, the second plenary session of the 13th provincial Party committee again emphasized the importance of promoting the cause of enriching the people. In the critical period when the clarion call for enriching the people is sounded from top to bottom in Jiangsu Province, how to achieve the goal of enriching the people by starting a brand, driving one industry and enriching one people, and fighting the battle of industrial employment, entrepreneurship and democracy has become the most important chess game for the competent departments.

Wu Yongcai, deputy director of Jiangsu Provincial Administration for Industry and commerce, introduced that under the care and guidance of the Trademark Office of the State Administration for Industry and commerce, Jiangsu Provincial Department of industry and commerce actively played a leading role, timely issued the three-year action plan for Jiangsu Provincial trademark brand strategy, closely focused on the main line of "focusing on innovation and enriching the people", always took geographical indications as an important breakthrough in promoting the implementation of trademark brand strategy, and built government departments, industry associations A good mechanism for leading enterprises to work together. Geographical indication brands have sprung up in Jiangsu Province, and the effect of enriching the people has been enlarged. Geographical indication work has gradually become a "brand" for the industrial and commercial departments to serve the local economic development.

"Dongtai watermelon" has an annual planting area of more than 300000 mu, an output of 1.05 million tons, a sales volume of more than 2 billion yuan, and a per capita income of melon farmers of more than 10000 yuan; "Yangshan honey peach" has a planting area of more than 50000 mu, and its products are sold to 15 provinces and cities, Hong Kong and Macao. Farmers grow honey peach, with an annual per capita income of more than 30000 yuan; In 2016, "Xuyi lobster" completed sales of nearly 100 million yuan on the three e-commerce platforms of Taobao, Jingdong Mall and Suning Tesco; The annual sales volume of "Huai'an rice" is 200000 tons. The average purchase price of rice is 0.20 yuan / kg higher than the market, which increases the annual income of agriculture by 60 million yuan. The average price of rice is 0.80 yuan / kg higher than the market, realizing an increase of 160 million yuan; In 2016, "jiulongkou surf fish" achieved a total output value of 11.4 million yuan, a profit of 2.8 million yuan and an average benefit of more than 6000 yuan per mu; Rudong Meretrix has a breeding area of more than 400000 Mu and an annual export volume of 8000 tons, accounting for more than 40% of the national export volume; The planting area of "Pizhou garlic" is 600000 mu, and the export trade volume has reached 270 million US dollars, making Pizhou a garlic export base... Such data are numerous. The protection of landmark products has not only become a sharp tool for targeted poverty alleviation and increasing farmers' income in many places, but also solved the problem that it is easy for farmers to get rid of poverty and difficult to get rich, and has become a new engine of economic development.

In Zhenjiang, Southern Jiangsu, "Zhenjiang balsamic vinegar" has become the loudest city card. Up to now, Zhenjiang vinegar industry association has 42 member enterprises, with an annual output of 260000 tons and sales of 1.2 billion yuan in 2016. In 2016, it exported more than 4000 tons and sales of more than 50 million yuan. It sold well in more than 30 provinces, cities and autonomous regions and exported to more than 50 countries and regions. While the sales volume increased, it also led to the growth of raw material consumption. The vinegar industry consumes tens of thousands of tons of rice every year, driving more than 20000 farmers around. The sales price of farmers' high-quality rice has increased from 2.12 yuan / kg in 2007 to 4.60 yuan / kg at present. The rapid development of the vinegar industry has also effectively promoted people's employment. Only Hengshun Group has developed from about 300 employees to more than 4000 today, and has accepted a large number of laid-off workers, people from poor families, veterans and other reemployments. When the cost of vinegar production increased by 20-30% year by year, the decline of gross profit was basically curbed through the operation of geographical indications and trademarks, and the income of employees maintained an annual growth of 10%.

In Jianhu in Northern Jiangsu, the honorary title of "hometown of Chinese river crab" has strongly promoted the expansion and strengthening of the local river crab industry. In recent years, Jianhu County has taken the promotion of modern fishery as an important part of the implementation of agricultural modernization strategy, and vigorously promoted the large-scale, standardized and ecological breeding of river crabs. In 2016, the total amount of aquatic products in Jiangsu reached 102000 tons, and the total output value of fishery reached 3.08 billion yuan, an increase of 1.1% and 6.1% respectively; Among them, the output of river crab breeding exceeds 12000 tons, and the output value reaches 1 billion yuan, accounting for 11.8% and 32% of the total output value of aquatic products and fishery respectively. With the continuous expansion of breeding scale, modern fishery development elements such as enterprise and joint-stock system are constantly presented in the river crab breeding industry, realizing the transformation from "large-scale crab breeding" to "large-scale crab breeding", and walking out of a production path of "large specification, large brand, low density and ecology".

Some industries have also driven the development of tourism and related industries, which not only protects the vital interests of farmers to the greatest extent, but also drives the development of catering, packaging, processing and other related industries. Over the years, Wuzhong District of Suzhou has strengthened the protection and publicity of geographical indications of "Biluochun in Dongting mountain". Through the implementation of the protection of the origin of Biluochun tea in Dongting mountain and the holding of "Biluochun tea cultural tourism festival in Dongting mountain, Suzhou, China", it has driven the linkage development of tourism economy and expanded the road of characteristic development for farmers to get rich.

Expanding the quantity and improving the quality of landmark construction and doing a good job in "must answer" of targeted poverty alleviation

The sea is wide, the fish leap, and the birds fly high. Following the 2017 world geographic indication conference held in Yangzhou, the National Geographic Indication trademark targeted poverty alleviation exchange meeting of industry and Commerce and market supervision departments came one after another, choosing Jiangsu again.

At present, geographical indication products have played a very important role in promoting agricultural development, extending the industrial chain and improving industrial competitiveness in our province, especially in promoting targeted poverty alleviation and helping the transformation and development of county economy. The contribution rate of geographical indication product protection to economic development is increasing. According to the person in charge of the Trademark Office of the Provincial Administration for Industry and commerce, in the next step, the industry and Commerce and market supervision and administration departments of Jiangsu Province will focus on implementing the deployment of the CPC Central Committee, the State Council, the provincial Party committee and the provincial government on strengthening the development of modern agriculture and further enhancing rural development, relying on local leading characteristic agriculture and taking geographical indication trademarks as the link, Focusing on the "resource survey", "law enforcement protection", "characteristic cultivation" and "management improvement" of geographical indications, vigorously implement the trademark strategy, actively cultivate geographical indication trademarks and strive to build Jiangsu geographical indication brands.

The development of geographical indications is a long-term and systematic strategic project. For consumers, the popularity and reputation of geographical indication products prefixed with place names have become an important standard for considering products. Under the new wave of consumption upgrading, consumers' demand for quality consumption is better than before, and geographical indications are the representative of quality goods. Therefore, it is particularly critical to better protect and promote geographical indication products. The competent department should actively play its role, enhance the awareness of trademark brand, popularize and publicize the strategic knowledge of trademark and supporting policies, and strengthen the awareness of trademark benefiting farmers, enriching farmers and strengthening farmers. Deeply excavate the successful cases of geographical indication brand creation, especially in promoting industrial development, structural adjustment, increasing income and becoming rich, and set up benchmarks in time to form a demonstration effect. At the same time, valuable experience that can be copied and popularized is refined on difficult issues such as effective publicity, standardizing internal management, preventing disorderly competition and combating counterfeiting and safeguarding rights.