新型烟草制品中国商标统计分析

Current status of next generation tobacco product trademark registration in China

为准确把握三类新型烟草制品(新型卷烟、电子烟、无烟气烟草)商标注册申请的现状和特点,对中国商标网1986—2015年申请的有关新型烟草制品的商标进行了检索和统计分析。结果表明:① 2010—2015年是新型烟草制品商标尤其是电子烟商标申请注册的快速增长期。②以广州、深圳电子烟企业为代表的国内其他企业是拥有电子烟有效注册商标最多的群体,国外烟草公司是拥有无烟气烟草有效注册商标最多的群体,国内烟草企业尚无有效注册商标。③国外烟草公司采取以无烟气烟草为主、三类制品并行的商标申请策略,而国内其他企业和国内烟草企业则主要关注电子烟商标。④从商标特点看,以国外烟草公司和国内烟草企业为主的传统烟草生产企业基本以其传统卷烟知名品牌为主题,受众以传统烟民为主,而国内其他企业则主打保健和趣味性概念,受众以年轻人和戒烟群体为主。

In order to understand the status and characteristics of trademark registration of three types of next generation tobacco products, i.e. new type cigarette, e-cigarette, and smokeless tobacco, trademark application from 1986 until 2015 were retrieved from website of Tradmark Office of The State Administration for Industry ＆ Commerce and analyzed. Results showed that： 1） The application of trademarks of next generation tobacco products increased rapidly during 2010-2015, especially for e-cigarette. 2） Most effective e-cigarette trademarks were registered by domestic enterprises represented by e-cigarette companies in Guangzhou and Shenzhen, and most smokeless tobacco trademarks were by foreign tobacco companies, while no valid trademarks were registered by domestic tobacco companies. 3） Foreign tobacco companies applied for trademarks of all three types of next generation tobacco products especially for smokeless tobacco products, while other domestic enterprises and domestic tobacco companies mainly focused on the application of e-cigarette trademarks. 4） In view of the trademark characteristics, foreign and domestic tobacco companies focused mainly on diversification of well-known brands of traditional cigarettes to accommodate traditional smokers, while other domestic enterprises were keen on promoting the concept of health and fun to meet the need of young people and those who have quitted smoking.