On November 8, 2023, five departments including the Ministry of Commerce announced a notice on the review results of China time-honored brands, with a total of 1,000 brands from 33 provinces (cities) passing the review, 73 passing with conditions (which were required to be rectified within six months), and 55 moving out. The Ministry of Commerce and other departments in January 6, 2023 jointly issued the "Chinese old model to create management methods" proposed the establishment of "in and out" of the dynamic management mechanism, to avoid some enterprises in the acquisition of the honor of the Chinese old only want to "eat the old capital". According to statistics, nearly six of the old Chinese brands passed the review into the food category, including food processing, tobacco, alcohol, tea, spices and so on. China Food Safety believes that by organizing the content of the relevant laws and regulations and the use of the logo of the "old Chinese brand", it can provide reference for all enterprises.

01 What is a "China Time-honored Brand"?

According to the Administrative Measures for the Demonstration Establishment of China Time-honored Brands issued by five departments including the Ministry of Commerce and the State Administration for Market Regulation, China time-honored brand refers to the brand (name, trademark, etc.) that has a deep historical background, distinctive cultural characteristics, unique craftsmanship and technology, excellent design and manufacturing, high-quality product and service, highly efficient marketing channels, and are widely recognized by the society.

02 A dynamic mechanism of "in and out"

For the application and identification of China time-honored brands, according to the Administrative Measures for the Demonstration Establishment of China Time-honored Brands, China time-honored brands should have the following basic conditions:

(1) The brand has been established for more than 50 years (inclusive);

(2) With the characteristics of the Chinese nation and distinctive regional cultural features;

(3) To provide products, skills or services of high economic and cultural value for the life of the population;

(4) Be representative, leading and exemplary in the industry or field to which it belongs, and be widely recognized and praised by society.

In principle, the Ministry of Commerce will work with the relevant departments to recognize and publish a new batch of China time-honored brands every three years. Enterprises that meet the requirements should upload the declaration materials through the information management system of the Ministry of Commerce within the specified date, and the specific declaration materials should refer to the requirements in the Administrative Measures for the Demonstration Establishment of China Time-honored Brands.

For the review of China time-honored brands, in accordance with the Administrative Measures for the Demonstration Establishment of China Time-honored Brands, the Ministry of Commerce and relevant departments should, in principle, conduct a review of China time-honored brands every three years. If the review finds that the conditions of China time-honored brands are no longer met, the list of China time-honored brands should be removed and the right to use the logo and the plaque of China time-honored brands should be recovered. Two reporting cycles (six years) should not be declared again.

03 Regulations on the use of "China time-honored brand" logo

In addition to meeting the requirements of GB 7718 and GB 28050, prepackaged food products of "China time-honored brands" must meet the requirements of the Regulations on the Use of "China Time-honored Brand" Logo if they want to be labeled with the China's old-fashioned brand mark. The "China time-honored brand" logo applies to enterprises or brands recognized by the Ministry of Commerce as "China time-honored brand" (hereinafter referred to as "China time-honored brand" enterprises). Enterprises or individuals not recognized as "China time-honored brands" are not allowed to use the "China time-honored brands" logo and text. When used, the "China time-honored brand" logo must be used in accordance with the prescribed style, and may be enlarged or reduced in proportion, but the proportional relationship and color of the logo may not be changed. When the "China time-honored brand" logo is printed, the background color of the attached media should not affect the standard color of the logo, and other colors and patterns should not be overlaid.

04 Conclusion

The review of China time-honored brands is actually an important signal, reflecting China's deep concern for traditional industries and determination to identify their healthy development, in order to promote the upgrading of time-honored products, innovative development. In general, the dynamic mechanism of "in and out" has many positive meanings. Antion hopes to help enterprises deeply understand the content of regulations by sorting out the relevant regulations and regulations on the use of logos of China time-honored brands.

Source: Antion

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