For the vast majority of enterprises in our country, they use their own manufacturing trademarks. However, from an international perspective, the dominance of manufacturing trademarks in the market is being greatly challenged by sales trademarks. For example, Sears, the largest retail company in the United States, developed the first tire named after itself in 1979. Currently, more than 90% of the company's products are sold under its own sales trademarks. This successful approach is favored by more and more middlemen. For many small businesses, they are also willing to voluntarily give up their own brand ownership and adopt the sales trademarks of intermediaries to promote their products by using the trademark reputation of intermediaries. When they become stronger, they can "set up their own business" and claim that they are It is a supplier of brand-name goods to a well-known middleman. Therefore, using sales trademarks is also a strategy for companies to launch their brands under certain conditions.
From the perspective of consumer psychology, contemporary consumers not only attach great importance to the reputation of manufacturers, but also attach great importance to the reputation of sellers. Some consumers are willing to shop at stores with high credibility, even without asking which manufacturer the product is from. For example, Shanghai **Supermarket Company is a well-known retail middleman. In the minds of consumers, as long as the goods purchased from **Supermarket are trustworthy, the trademarks of the manufacturers that provide goods to the supermarket are diluted. Some sellers are willing to sell goods under their own trademarks rather than the manufacturer's trademark. In fact, this is also a reflection of the implementation of trademark strategy by commercial enterprises. For manufacturers, of course, they should not easily succumb to sales companies and give up their own brands. However, if a company wants to promote products in a new market that it is unfamiliar with, or the company's goodwill in the market is far inferior to the seller's goodwill, then it is easier to open up sales by using a sales trademark, because it can make full use of the seller Long-term reputation among consumers. When the company's products have been accepted by the market, it can switch to using its own manufacturing trademark, or use the manufacturing trademark and sales trademark at the same time. This form has more practical significance in my country's foreign trade. For example, if my country's export goods have low credibility among foreign consumers, we can first use foreign sales trademarks, and then switch to using our own after the goods generally gain the trust of customers. Create a trademark so that you can gradually establish the credibility of your trademark.
