Jimei District in Xiamen recently organized a specialized training session on "Cultivating Renowned Trademark Brands to Boost New Quality Productive Forces," aimed at strengthening the intellectual property foundation of local e-commerce companies and driving industrial upgrading in the sector. The event attracted over 70 participants, including business leaders, brand operations specialists, IP managers, and key technical staff from more than 50 e-commerce enterprises.

Distinguished lecturers, including a China Certification and Inspection auditor and a Fujian Province intellectual property think tank expert, were invited to lead the session. The curriculum centered on the core provisions of the China Trademark Association's group standard "Evaluation Specification for Well-Known Trademark Brands" (T/CNTA 0022025). During the training, lecturers systematically clarified the conceptual boundaries between trademarks and brands, outlined the development trajectory of national well-known trademark brand evaluations, and used domestic and international case studies to dissect the practical importance of third-party social organizations conducting brand assessments.

The session delved into the critical role that building well-known trademark brands plays in enhancing corporate market competitiveness, marketing effectiveness, and credibility endorsement. Participants received an in-depth analysis of the application criteria for AAA- and AA-level well-known trademark brands, the five major evaluation index systems, the full review process, and certificate management along with supervision and re-evaluation mechanisms. Real-world examples of certified benchmark enterprises in China were used to illustrate the multifaceted value companies can gain by successfully applying for well-known trademark brand status.

Addressing the distinctive operational models of the e-commerce industry, such as online sales and livestream commerce, the trainers offered targeted guidance on scientific trademark portfolio structuring and long-term brand cultivation strategies. They systematically outlined high-frequency trademark infringement risks in scenarios like livestream selling and online store management, while clarifying identifying points and avoidance countermeasures. Additionally, the session shared practical approaches for integrating brand building with the development of new quality productive forces, encouraging businesses to embed trademark and brand strategies across the entire chain of technological innovation, product manufacturing, and market sales, thereby converting intellectual property advantages into competitive market strengths.

Attendees expressed strong approval of the training, noting that the content closely matched their real-world needs. Through the program, they gained a clear understanding of the underlying logic behind well-known trademark brand evaluations and identified their own shortcomings in trademark administration and brand cultivation, laying a solid groundwork for enhancing future corporate competitiveness. Going forward, Jimei District plans to continue offering trademark and brand promotion services tailored to local industrial characteristics, guiding businesses of all types to prioritize trademark creation, protection, and efficient utilization. The initiative aims to cultivate a portfolio of influential homegrown well-known trademark brands, leveraging intellectual property to empower brand upgrades, activate new quality productive forces through brand development, and inject sustained IP-driven momentum into the district's high-quality economic growth.