How does "geographical indication" bring the rich side

After waking up, the tea trees that had been dormant for a winter began to wake up on the tea mountains in Anhua County, and the tender buds stuck out their heads and swayed with the wind. The tea picking girl shuttled through the tea garden, a touch of new green leaped to her fingertips, and her joy rippled on her face.

After "Anhua black tea" was approved as a national geographical indication, its popularity became higher and higher, and its output value increased significantly. Last year, its annual output value exceeded 20 billion yuan, becoming a local industry to enrich the people.

Manage and make good use of geographical indication products. Focusing on the development of local advantages and characteristic industrial brands, our province has cultivated a number of geographical indication clusters with Hunan characteristics. Geographical indication products have become the "gold lettered signboard" for local people to get rich. Up to now, the total number of geographical indication products and collective certification trademarks of geographical indications in the province has reached 304 (pieces), the protected areas cover 14 cities, prefectures, 108 counties and urban areas, and there are more than 1200 enterprises using special geographical indications, with an annual total output value of nearly 100 billion yuan.

Cultivate famous and high-quality products and promote "Hunan products out of Hunan"

Hunan is a major agricultural province. The "Xiang brand" has many special products and high quality. "Xianglian" is the leader in the specialty of "Xiang brand".

In 2010, Xiangtan County's traditional specialty "Xianglian" was approved as a geographical indication product. Last year, a single Xianglian planting project in Huashi Town, Xiangtan County, the main production area of "Xianglian" achieved an output value of 120 million yuan and increased the income of lotus farmers by 6 million yuan.

Use geographical indication brand to cultivate famous and high-quality products. The 14th five year plan for the development of intellectual property rights in Hunan Province requires deepening the work of Enriching Farmers with trademarks and geographical indications, helping rural revitalization, creating a number of Hunan famous and high-quality trademark brands represented by Hunan tea, Hunan porcelain, Hunan embroidery, Hunan rice and Hunan oil, cultivating a number of geographical indication industries with an output value of more than 1 billion yuan, and promoting the "export of Hunan products from Hunan" and "export of Hunan products".

Geographical indication products shine brightly when they go out of Hunan and abroad. Last year, the China EU agreement on geographical indications came into force, and seven geographical indications including Liuyang fireworks and Jiugui Liquor were selected; The State Intellectual Property Office is preparing to build 50 new national geographical indication product protection demonstration zones, and two national geographical indication product protection demonstration zones, including Anhua black tea and Baojing gold tea in Hunan Province, have been approved to build; Yanling yellow peach and other six geographical indications were included in the list of intention to protect geographical indications in Russia, and Yongfeng chili sauce and other seven geographical indications were included in the first batch of key contact guidance directory for promoting the use of geographical indications in China.

Strengthen protection and enrich people's industries

In January this year, the use of "zhangshugang pepper" in the menu of a restaurant in Changsha was sentenced by Changsha intermediate people's court to constitute infringement. "Zhangshugang pepper" was registered as a trademark of geographical indication in 2013, and the fire went out of the circle. There are more and more "fake Li Gui" with the brand of "zhangshugang pepper" on the market.

Several supermarkets selling fake zhangshugang pepper in Changsha were investigated and dealt with by Changsha Intellectual Property Bureau.

Also suffering from the "imitation" crisis is Yanling yellow peach. In July last year, Yanling yellow peach geographical indication products, which were popular through the Internet, sold more than 50000 tons in just 20 days. But many netizens complained that the "Yanling yellow peach" bought online was not authentic.

We will strengthen protection and help enrich people's industries. Last year, Zhuzhou Market Supervision Bureau signed the country's first remote cooperation agreement on online transaction supervision with Alibaba to establish a green channel for handling rights protection complaints of "Yanling yellow peach".

"We should not only polish the 'gold lettered signboard' of geographical indication products through modern business concepts such as branding and standardization, but also strengthen protection and promote the high-quality development of geographical indication products." Duan Zhixiong, director of the Provincial Intellectual Property Office, said.

At present, our province has set up 15 trademark and brand guidance stations, issued the measures for the management of special funds for promoting intellectual property strategy in Hunan Province, and vigorously supported the use of geographical indications and brand construction of more than 60 products. Last year, the province investigated and dealt with 1182 cases of infringement of the exclusive right to use trademarks, with a fine of more than 20 million yuan.

Establish a brand database to revitalize old brands

The land warms up and is busy preparing for farming. Facing the spring breeze, walking in Nanxian County, Yiyang City, you can see a busy scene of preparing for farming.

Thanks to its geographical advantages, Nanxian county has become a natural treasure land for aquatic and rice production. The Provincial Intellectual Property Office strongly supports the brand building of geographical indications in Nanxian county. At present, Nanxian county has applied for 9 geographical indications such as "Nanxian rice, shrimp and rice" and "Nanxian crayfish" in the State Intellectual Property Office, and established a product quality and safety traceability supervision platform of "Nanxian rice, shrimp and rice".

Establish brand database. Hunan Province has independently developed and built the country's first provincial-level geographical indication brand database - "Hunan geographical indication information query system". The construction of brand database can not only realize fast query, but also realize the intellectualization and standardization of production.

According to the intelligent unified production standard of "Nanxian rice and shrimp" in the brand database, Hunan jinzhixiang Rice Industry Co., Ltd., located in Nanxian, launched an intelligent control rice processing line with an annual output of 200000 tons, processing more than 500 tons of "Nanxian rice and shrimp" every day and sending them to all parts of the country.

The implementation of the action of "strengthening the chain of intellectual property protection" has revitalized a number of old brands.

On February 4, at the opening ceremony of the 2022 Beijing Winter Olympic Games, the national geographic indication product "Liuyang fireworks", an old brand in our province, amazed the world again. This year, Shaoyang County will continue to develop the geographical indication product "Shaoyang tea oil" as the primary industry of enriching the people and strengthening the county, which is expected to drive 100000 farmers and increase the per capita income by more than 9000 yuan.

This year, the province will set up a provincial geographical indication product protection demonstration area. With the successive implementation of various supporting policies, the province's geographical indication industry will usher in new development opportunities.

(by February 20, 2022, 126 agricultural products in Hunan Province have obtained the registration of geographical indications of agricultural products from the Ministry of agriculture and rural areas. For details, see the Annex: information form of geographical indications of agricultural products in Hunan Province)