In the context of the rising of the concept of intelligence and the upgrading of consumption, the war of home appliance companies has entered the second half. It has developed from the initial price war, marketing war, channel war, and war of words to the current technology war, product war, patent war, and innovation war. Home appliance companies are striving to compete for the consumer market, and it is inevitable that there will be smoke among the camps. The first thing that bears the brunt is the issue of product patents.
Contradictions frequently occur home appliance patent tug of war inventoryIn the past two years, patent wars in the home appliance industry have become the norm, whether abroad or at home. Sharp and Hisense, Gree and Oaks, Gree and Midea have all had mutual "angry" patent tug-of-wars, and the patent conflicts between Midea and Yunmi and TCL broke out directly at the AWE exhibition.
In June 2016, Sharp sued Hisense in a U.S. court, demanding the recovery of the brand use rights and claiming US$100 million. In the last month of 2017, Hisense Electric initiated a lawsuit against Sharp in Beijing and Qingdao courts on the grounds of patent infringement.
Also in June 2016, Gree filed a 110 million yuan patent litigation claim against Oaks for patent infringement. In August, Oaks counterattacked Gree, sued Gree for patent infringement and claimed 50 million yuan.
In addition, Gree Electric has also "fighted" with Midea on air-conditioning patents, and it is also regarded by the outside world as a landmark event that the competition of home appliance companies has increased to a new level. At the end of June 2017, Gree sued Midea's "King of Refrigeration" series air conditioners in Beijing for infringing its utility model patent rights, claiming 50 million yuan. Subsequently, Midea began to "counterattack" and initiated three lawsuits against Gree Air-Conditioning within a week, claiming a total of 40 million yuan.
The raging fire of the patent battle also burned to the scene of this year's AWE exhibition. On the first day of the exhibition, law enforcement officers from the Shanghai Pudong New Area Intellectual Property Office arrived at the AWE site to conduct an on-site investigation on the suspected infringement of Midea's patent rights of Yunmi dishwashers under Yunmi Technology. The cause was that Yunmi dishwashers were suspected of infringing Midea's patent rights. .
Coincidentally, law enforcement officers of the Shanghai Pudong New Area Intellectual Property Office also conducted an on-site investigation on TCL’s alleged infringement of Midea’s patent rights in air-conditioning technology, and the atmosphere was once embarrassing to the freezing point.
The essence of the patent war is a game of technological innovationIn recent years, there is a popular saying: "First-class companies sell patents, second-rate companies sell technology, and third-rate companies sell products." In the eyes of industry insiders, the frequent patent wars among home appliance companies reflect the shift in the direction of competition in the home appliance industry.
At the initial stage of the industry's development, the entire industry chain was under rough management. The most obvious features were low-price competition, channel expansion, extravagant marketing, and extensive management. Nowadays, the home appliance industry is mature and the market is saturated. If home appliance companies want to take a share in the fierce market competition, they must pay attention to product value, premium capabilities, product innovation, and technology research and development. The level of competition has also increased to technology wars, patent wars, and products. war. Whoever has advanced product technology and production technology will take the initiative in the next stage of competition. Therefore, no one will miss this excellent opportunity to show the "wrist".
At present, home appliance companies have entered a stage of in-depth development in their patent warfare. In foreign countries, the use of patent wars to encircle and suppress competitors has become very mature, and the protection of patents and the patent fees paid are very high. However, China is still in its enlightenment stage, and the escalation of patent wars between enterprises is not only to seize the market or to ask for a small amount of patent fees, but also to gain time for the rapid promotion of their products and to seize the market.
Obviously, the current patent disputes come and go, but they are actually a positive and fair contest between the competitive strengths of enterprises. I believe that with the increasing attention and protection of research and development results, corporate competition is moving to a higher level, and now it is only a painful period for the development of China's home appliance industry, and the effect is not harmful.
So, how can companies win the patent war? This needs to be explained from the following aspects.
As the owner of technological innovation, the key is to understand the rules of the game in the patent system. The core of the patent system is the full disclosure of new technologies to obtain conditional market monopoly. This requires companies to have patent awareness. Once there is a new technological invention, they must apply for a patent as soon as possible, so as not to be taken advantage of by others and miss the opportunity to own a patent. In this regard, it is a common shortcoming of Chinese companies, not only in the home appliance industry.
In the face of an opponent who declares war, keep the financial account books and information that can prove the profitability of the product in daily work, speak with evidence, and don't be afraid of going to court. Patent disputes are essentially tug-of-wars and consume the vitality of both parties. As long as the evidence It is enough to actively challenge.
In addition, for companies with relatively low resources and competitiveness, limited resources should be devoted to innovation in key areas to obtain the greatest innovation benefits. At the same time, they should make full use of patent resources to make intellectual property the "real money" of enterprises.
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