It's not always cool under a tree.

Article | Li Collective trademarks not only bring benefits to small businesses. Remember "Qiang three people line" There is an episode please Zhongxiang. Suan Tao asked Mr. Zhao one I have always wanted to know the question: Why CCTV announcer's voice position and speech tone are trained to the same, but not human some?　　Zhao's answer is presumably to maintain the majesty of a great power image. 30 years back, the answer was understandable in an era when all things emphasized collectivism.　　But the times are different.　　So, when the country's first regional collective trademark "Shunde home Appliances" registered successfully, always let people feel that something is not right. Their inspiration may come from agricultural cooperatives such as the United States and Australia, whose benefits are naturally apparent. For local small household electrical appliances enterprises, can be assembled in a tree under the shade, can save the many troubles of self-reliance.　　All actively want to join this collective brand of companies, the scale is generally small, most still in the OEM and cottage processing stage, whether it is capital, market or brand awareness are very limited. It is too difficult to develop such a small company into a private enterprise capable of playing CCTV advertising. Whether it is lending to banks, facing foreign negotiations or marketing, a single strike has no huddled power. Even if they raise money to build their own brands, the risk of failure is hard to bear.　　And conversely, if we can work together to the Shunde household appliances This collective brand bigger, not only can share, but also by the way to stimulate the regional economy, for the local government's achievements to add a pen, become Foshan external business card.　　However, the collective trademark still has a lot of doubts about the place. First of all, who should be responsible for the unified management?　　Now responsible for these small and medium-sized enterprises to gather together is a business of shunde household appliances, it has formulated a number of regulations and quality inspection standards, in line with the enterprises are allowed to join. But plainly, this is a kind of trade association of the Nature of the loose alliance, there is no shareholding system, there is no mutually restrictive contract.　　Shunde household appliances in the collective brand has not been big, the various members of the conflict of interest will not be obvious, but in the long run, the simple organization of such a third party is still difficult to serve, whether from the distribution of benefits or the structure of corporate governance, its form makes it difficult to operate as the board of a large company. You will find that similar successful brands abroad are more likely to be found in the agricultural sector, which is a form of individual farmers ' associations to the chambers of Commerce, unlike the organization of Shunde, which is clearly more complex in management. But the foreign agricultural Product Union brand's management goal and the commodity category also relatively simple, but its risk prevention crisis public relations ability and the management ability is also relatively strong.　　All these have put forward the high request to the Chamber of Commerce of Shunde electric appliance. Second, the designation of a product as a region does not necessarily have any advantages. Since the ninth session of the plenary, we have learned that the pot is not really delicious. After all, every business in the Chamber of CommerceSum product quality is not the same, if there is a mouse excrement, will be implicated in the whole pot of soup. Depending on the phenomenon of local word-of-mouth survival in China's food industry is very common, such as Nanjing Salted Duck, Zhenjiang vinegar, ditch people roast chicken, Jinzhou rice But, because the family does not develop their own brand, once one of the manufacturers out of quality problems, it will affect the future of others.　　A few years ago, when the ham was exposed to a ham factory in Jinhua, it caused more than 50% of the Jinhua Ham factory to stop production, similar examples are Longkou fans. Finally, we should return to the main body of the contradictions between the collective and the individual, emphasizing that the collective interest sometimes sacrifices individual interests. Just imagine, if the original Quanzhou shoe industry collective trademark registration success, now there will be special step, this has become a certain scale of private enterprises? Quanzhou's collective trademark has not been successfully launched, because many businessmen have doubts about this development model.　　The biggest drawback of a collective trademark is that it can meet the needs of a small company for a while, but not once and for all, and even stifle their future growth opportunities. Of course, if you are just willing to do a grass, it is still let the tree for you to cover the wind and rain.