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Li Shunde: Sanlu’s grave food safety accident takes a toll on preservation of brands

Recently, “Sanlu scandal” has caused industry insiders and outsiders to value and ponder the preservation of brands while producing nationwide astonishments and reactions.

On September 17th, Li Changjiang, the minister of national administration of quality supervision, inspection and quarantine (AQSIQ) and the deputy leader of leading group investigating the infant milk powder branded Sanlu, said that the central committee of party and the state council attached great importance on the grave food safety accident of the infant milk powder branded Sanlu, the AQSIQ had urgently launched nationwide tests for melamine and also canceled the national “famous brand” titles and the exemption qualifications of those having the title and the qualification among 22 dairy producers whose products tested contaminated.

It is reported that Sanlu group was among the top 100 list of China food industry and a prominent enterprise of national quality management, milk powder and liquid milk of Sanlu group were exempted from checkup and titled “famous brand”.

Three leading dairy companies (Yili and Mengniu Groups and Shanghai-based Bright Diary) have also been removed from China's Famous Brands list after their milk was found to be contaminated with melamine, the AQSIQ on September 19th.

Prof. Hong Tao from Beijing Technology and Business University said, Sanlu scandal has taken a toll on the whole industry. The well-known brand holders should pay more attention to self-management; in particular, the food producers should take the food quality seriously at any time. Due to the similarity between production, management and operation of an enterprise and management and operation of a brand, it allows no mistake in this regard.

Dr. Wang Hao from China economy research center of Beijing University said, Sanlu scandal demonstrated that even big brands owning high popularity in the public mostly adopt the organization form “entity + farmers”, so most brands in food industry are unstable and more likely to frustrated by inappropriate activities of their upstream providers. The well-known brands must have stronger self-protection awareness and sufficient control of the entire industrial chain, or else they will pay for others’ faults seriously.

Researcher Li Shunde from law institute of Chinese Academy of Social Sciences said, the well-known brand holders should take comprehensive measures in terms of management, technology and operation together with doubled efforts, good quality and reputation to cherish, preserve and build their intangible property, and strive to cultivate their own outstanding brands so as to foster the enterprise development.

From: China intellectual property news

http://www.weiyuanpat.com/en/jtxw.asp?id=130