Break through technical barriers in exports

On January 16, 2006, the Dongzheng Electric Company mentioned in the case officially changed its name to Tongling Technology Group Co., Ltd. Although the old name is no longer used, its intellectual property dispute with Leverton is not over. However, according to information obtained by General Manager Chen Wusheng from an American lawyer, "the situation is becoming more and more favorable for General Manager." He also said, "Although the financial pressure is very high, the lawsuit must go on."

The vast majority of users of the CEConline website support Chen Wusheng's decision. If Dongzheng (Tongling Technology) has overcome the difficulties, it will usher in a bright future.

Analysis 1: Be prepared and actively respond to lawsuits

The fundamental reason why Dongzheng is in trouble is that it lacks the perspective of global competition. Therefore, Dongzheng can start from the following points to improve its competitiveness in the international market .

Promptly apply for a patent in the United States. Although Dongzheng has passed the certification of the UL certification body of the US National Laboratory, it does not mean that it is protected by the US patent law, but only indicates that its quality meets the US standards and can enter the US market. Obtaining a patent in the United States not only distinguishes it from the products of other companies in the United States by means of authoritative and statutory methods, but also protects its competitive advantage by legal means.

In participating in the global competition, China has suffered a lot in trademark protection and paid a heavy price. Should it continue to follow in its footsteps in patent protection? Trademarks and patents are both intellectual property rights. Many companies may survive and develop if they ignore this point in China, but if they bring this bad habit to the arena of international competition, they will be hit hard.

Improve international marketing capabilities. Dongfang should consider the possible strong counterattack and resistance before formulating its strategy to enter the US market, rather than just thinking about the advantages and favorable aspects of its own products. Trade barriers, technical barriers and security barriers are market barriers that developed countries set up for other countries, especially developing countries. Anyone with international market knowledge knows this. If your price is low, people can sue you for dumping or ask you to pay royalties to increase your selling price; if your price is comparable to others, they can sue you for intellectual property infringement or for not meeting safety standards. There are countless such examples. Therefore, Dongzheng should have prepared various countermeasures long ago, including thorough collection and analysis of relevant laws, technologies and market conditions in the United States.

Quick response to market conditions. The relevant market in the United States is so huge, and it is the main market for Dongzheng products, it is absolutely necessary for Dongzheng to establish its own branches in the United States. There are many disadvantages to only establishing an institution in China. Establishing a branch in the United States is not only conducive to timely, accurate and complete understanding of the market conditions in the United States, providing convenient services to customers, but also enabling enterprises to respond quickly to various possible situations. And when the litigation involved in this case occurs, it can also provide convenience and greatly reduce costs.

Dongzheng may face such commercial counterattacks whether it enters the US market or the European and Japanese markets. Therefore, Dongzheng must persist and win this lawsuit, which not only protects its own rights, but also deals with other important business opportunities in the future. The international market has done an exercise, and more importantly, it has learned from it and learned from it.

Dongzheng should actively use legal means to protect itself and improve its international marketing concepts and capabilities. At the same time, it can join relevant interest groups (channel dealers and customers) to seek assistance from relevant commercial industry organizations in my country.

——The author is Summit, a registered user of the CEConline website.

Analysis 2: Solving long-term development problems

The case of Dongzheng Company is only a microcosm of the internationalization of our Chinese enterprises. , Enterprise public awareness is not strong has a lot to do.

Therefore, for Dongzheng Company, the urgent problems that need to be solved can be summed up in six words: first treat the symptoms, then treat the root causes.

Treatment of symptoms can be considered from the following aspects: 1. Develop new markets (sales growth points). When there is no hope in this market, it is better to find new growth points to make up for the loss of the US market, so as to improve the business One-step action provides sufficient economic support; 2. Negotiate with the four competitors as soon as possible at a reasonable price. Different opponents can adopt different strategies to defeat each of them, so that Dongzheng's products can be sold in the US market, which mainly depends on the determination of the four competitors to respond to the lawsuit; 3. If reconciliation cannot be achieved, join all forces to actively respond to the lawsuit , Dongzheng can cooperate with relevant Chinese departments and companies, or investigate the status quo of the four competitors, contact relevant American companies, and jointly respond to the lawsuit.

Cure the root cause is to solve the long-term development problem of Dongzheng Company, that is, to solve the problem of tendentious thinking of American companies and the American market towards Chinese companies.

As for the case of Dongzheng Company, I personally think that the most fundamental problem is that American companies, including most Americans, have a tendency to think about non-local companies. We can think in the opposite direction. If American companies are competing with Chinese companies in the Chinese market, we generally tend to think in favor of Chinese companies.

In my opinion, this tendency to think is understandable, but it must be changed. And this is not just a matter of Dongzheng Company. It requires the joint efforts of the Chinese government and the company. It requires the Chinese government to improve China's legal system and increase publicity efforts. It requires Chinese companies to actively improve their corporate management level and strengthen the awareness of "global citizenship". We need to establish such a thought: we are not only suppliers of products, but more importantly, citizens of our society have a high sense of social responsibility and a strong sense of social service, and any of our products and services Race.

——The author is "Quality Scholar", a registered user of the CEConline website.