During the two sessions, the issue of intellectual property rights of old Shanghai brands attracted widespread attention, and many CPPCC members put forward views and suggestions on the current intellectual property issues.

"In the past few decades, many famous old Shanghai brands are gradually fading out of people's vision. This is not only the result of market competition, but also the reason why enterprises lack awareness of intellectual property protection." Luo Xin, a member of the Shanghai CPPCC and host of the Oriental Satellite TV Center, told First Financial Reporter.

Luo Xin believes that in terms of intellectual property rights, some enterprises often face various malicious infringement lawsuits after their brands are squatted due to lack of awareness of protection; on the other hand, due to historical legacy problems, the same trade name and trademark are registered, owned or used by multiple business entities. With business expansion, contradictions eventually broke out, which caused great damage to the value of the enterprise or the brand itself.

Shanghai permanent brand pain point

Shanghai permanent brand is a well-known trademark under the joint stock company of Zhonglu, but now Shanghai permanent can't develop other categories except bicycles.

"We acquired permanent in 2001, and when we wanted to do category registration, we found that as early as the early 1990s, other categories of permanent had basically been squatted. If we want to make shoes, clothes and other derivatives, we can use a permanent logo, but we have to take another name. "Chen Shan, a member of the Shanghai Municipal Committee of the Chinese People's Political Consultative Conference and chairperson of the Middle Road joint stock company, told the First Financial Reporter.

Chen Shan told reporters that there were a bunch of such famous brands in Shanghai before that can actually do IP derivatives, but they are often a little bit laggy on this issue." Zhonghua brand pencils are only authorized to make wooden pencils, but now the market of the pen industry itself is already declining. If the business of the enterprise does not make changes, it will be difficult to benefit. "