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Five central government agencies - Ministry of Commerce (MOC), Ministry of Culture and Tourism, State Administration for Market Regulation, National Cultural Heritage Administration and China National Intellectual Property Administration (CNIPA) - recently enacted the Measures on Building and Administration of Model Chinese Time-Honored Brands, explicitly setting rules for the general requirements, basic conditions, application/certification and dynamic administration of the building of these brands and sending a strong message on advocating innovative development of time-honored brands and consumption of them.

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At a press conference featuring development and consumption of time-honored brands, according to an MOC executive, there are 1,128 national time-honored brands and 3,277 local ones, 701 of which have been in business for over a century since establishment. The oldest of them - Bian Yi Fang of Beijing boasts 607 years of operations. These long-admired shops span a couple of dozens sectors like food processing, catering, hotels, daily services. Amassing over 2 trillion yuan each year make them key participants in boosting consumption, upgrading existing sectors, taking the lead in cultural pride and national confidence. It is a common international practice to protect and support time-honored brands. In 2022, 1,300 companies celebrated their centennial birthday in Japan alone while half of Germany"s Fortune 500 companies are in the same senior age group.

The MOC executive elaborates the three qualities of the Measures. First, it consolidates the authorities of several agencies. The Measures bring five agencies on board, which is easier for stressing both the historic value and cultural nature of the brands, and for facilitating both protection and development. Second, sustainable development is placed at a more prominent position. A time-honored brand has to be established prior to 1956 under the old rules, whereas the Measures sets 50 years of operations as the minimum entry. Third, a dynamic administration mechanism having both \"listing and delisting\" is formed. For those brands declining to fulfil their prescribed obligations and violating laws and regulations, incremental administrative measures in mandatory talks, rectification, suspension of privileges and even delisted from the official log would be invoked.

Shang Jiaquan, a lawyer with Beijing Globe-Law Lawyers says the change from a fixed cutoff time - 1956 to an ever-changing one - 50 years may inspire more companies to build up their own future time-honored brand, opening the gate for an infinite number of such brands. At the same time, those already certified to use the title - Chinese Time-Honored Brand - do not get a certification for good, meaning they cannot keep the title by simply living off their history and reputation. The Measures has a host of measures in place to monitor them and administer their privileges, aiming to purge those not deserving the title and make the title always living up to its name.

Developing time-honored brands shall focus on preserving strength and innovating, meaning solidifying the established \"old\" strength, cracking the \"old\" problems, defending the \"roots\" with the people at center, inheriting the \"soul\" of proven traditional culture, borrowing the \"power\" of advanced applicable technology, and accelerate innovative development. \"Quality and heritage are the essence allowing time-honored brands to survive for centuries and stay strong. Even when they attempt to innovate, they could not afford losing historical and cultural heritage or their "soul" might be gone in the process. The Measures provides that time-honored brands shall develop with the trend, preserve their strength and innovate, present economic and cultural value,\" Shang says.

Trademark is an important legal vehicle for time-honored brands. Innovation and development of time-honored brands cannot advance without IP protection. In recent years, the CNIPA has been working closely with other relevant agencies in examination/grant, company registration and administrative enforcement to heighten trademark protection. It is waging a new round of amendment of the trademark law in an effort to shape a favorable order for registration and use of trademarks and a market environment for fair competition through new credibility rules, stricter trademark administration and proprietary protection, which would definitely benefit the development of time-honored brands.(by Wang Guohao)

近日，中国商务部、文化和旅游部、国家市场监督管理总局、国家文物局、国家知识产权局等五部门联合印发《中华老字号示范创建管理办法》（下称《办法》），对中华老字号示范创建的总体要求、基本条件、申报认定、动态管理等内容作出明确规定和要求，释放出推动老字号创新发展、促进品牌消费的积极信号。

在“推动老字号创新发展　促进品牌消费”专题新闻发布会上，中国商务部有关负责人介绍，目前，中国有中华老字号1128家、地方老字号3277家，其中有701家中华老字号创立至今超过100年，历史最悠久的北京便宜坊到今天已经走过607年的岁月。这些老字号广泛分布在食品加工、餐饮住宿、居民服务等20多个领域，既有柴米油盐，也涉琴棋书画。从规模看，全国老字号年营业收入超过2万亿元，在消费促进、产业升级、文化引领、民族自信等方面发挥着重要作用。从国际上看，重视对老字号的保护支持也是普遍做法，日本仅2022年就有1300多家企业迎来了“百年生日”，入选2022年《财富》世界500强的德国企业中，有一半发展历史超过百年。

上述负责人介绍，此次出台的《办法》主要有3个特点，一是形成部门联合推动的工作合力。《办法》由五部门联合组织实施，将更好地兼顾老字号的历史价值和文化属性，更有利于形成保护和促进老字号发展的合力。二是将可持续发展摆在更突出的位置。相比此前要求中华老字号必须是创立在1956年以前，《办法》调整为品牌创立时间在50年（含）以上。三是建立了“有进有出”的动态管理机制。对于拒不履行相关义务、出现违法违规行为的中华老字号，将分门别类采取约谈整改、暂停权益、直至移出名录的管理措施。

北京高文律师事务所律师商家泉表示，《办法》明确了中华老字号的50年品牌创立“时限”而非1956年这个“时点”，可以鼓励更多的企业与时俱进、守正创新地创办百年老字号，推动中华老字号绵绵不绝、生生不息。同时，获得中华老字号的认定并非一劳永逸，更不能一味地“摆资历”“吃老本”，《办法》规定了一系列措施来加强监测跟踪、加大管理力度，有利于净化老字号队伍，确保中华老字号这一金字招牌的“成色”。

“老字号能够延续百年、屹立不倒，最根本的就是品质与传承。老字号的创新不能丢失历史和文化的传承，否则就丢失了老字号的‘魂’。对此，《办法》规定中华老字号要与时俱进、守正创新，彰显经济价值和文化价值。”商家泉表示，发展老字号，必须牢牢把握守正创新这一主题，以守正创新巩固好“老”的优势、破解好“老”的难题，守住以人民为中心的“根”，传承优秀传统文化的“魂”，借好先进适用技术的“力”，加快创新发展。

商标是老字号的重要法律载体，老字号的创新和发展也离不开知识产权的保护。近年来，中国国家知识产权局会同相关部门从审查授权、企业登记、行政执法等环节加强协同配合，不断强化商标保护。目前，中国国家知识产权局正在推进商标法新一轮修改工作，通过加强商标领域诚信建设、严格商标管理、强化专用保护等方式，营造良好的商标注册使用秩序和公平竞争的市场环境，为老字号发展保驾护航。（王国浩）

Phoenix

Phoenix, a brand in Shanghai, is more than 100 years old. In the last century, a Phoenix bicycle was once a hard-to-get merchandise. In a bid to rejuvenate the brand, Phoenix leans on technological innovation and upgrade of manufacturing capacity, leading to constant product, market upgrades and explosive growth at both home and abroad. Sold to Europe, the U.S. and Japan, its lithium-battery-powered bicycles are priced 10 or even dozens times over regular bicycles.

凤凰

上海老字号凤凰具有100多年历史。在上世纪，凤凰牌自行车曾一车难求。为了重振品牌，凤凰聚焦技术创新和制造能力提升，持续推动产品和市场升级，在海内外迎来新飞跃，其生产的锂电助力自行车远销欧洲、美国、日本等国家和地区，售价是传统自行车的十倍乃至数十倍。

Gui Fa Xiang 18th Street

Known for its pretzels made after over 20-step sophisticated techniques, Gui Fa Xiang 18th Street was founded in 1927. For a long time, it has overhauled its equipment, packaging materials and marketing tools to give new vigor to this Tianjin-based food shop.

桂发祥十八街

桂发祥十八街诞生于1927年，因麻花而闻名。桂发祥十八街麻花制作技艺十分考究，需经过20多道工序。长期以来，桂发祥十八街不断对传统特色食品的生产设备、包装材料、营销手段等进行全方位探索与革新，津门老字号焕发新活力。

Nei Lian Sheng

Established in 1853, Nei Lian Sheng used to be a shoemaker for royal families and governments. Innovation is always in its blood. Colorful \"rabbit welcoming new year\" shoes and \"rabbit feet\" men"s shoes were launched to celebrate this past spring festival.

内联升

始创于1853年、以做千层底朝靴起家的老字号品牌内联升，非常重视创新设计。为了迎接今年春节，内联升在传承与创新中融入新国潮，推出了“玉兔迎新”生肖彩绘鞋、“卯足”国潮男鞋十分吸睛。

Song He Lou

Song He Lou restaurant is a business card of Suzou thanks to its 260 years of existence. It has been picking up steps in innovation recent years, dishing out new recipes, deliveries, premade dishes and Suzhou-style desserts.

松鹤楼

拥有260多年历史的餐饮老字号品牌松鹤楼是苏州的一张名片。近年来，松鹤楼在创新的道路上不断迈出新步子，除了推出创新菜品、开展外卖业务外，还涉足预制菜，推出苏式点心等多个菜品。

Pien Tze Huang

Heat toxicity and swelling are called \"Huang\" in Zhangzhou, Fujian. With one tablet of Pien Tze Huang, the \"Huang\" could be defeated. That is the origin of the brand. Its unique recipe and healing efficacy have made it welcome all over the world for nearly 500 years.

片仔癀

在福建漳州，热毒肿痛统称为“癀”，因一片即可退癀，故名“片仔癀”。片仔癀已走过近500年历史，以其独特的配方和疗效，受到海内外消费者的青睐。

（文章来源：中国知识产权报）

（编辑：邵京京责任编辑：吕可珂 审校：崔静思）

（中国知识产权报独家稿件，未经授权不得转载）