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Liuzhou Breaks through the Dilemma to Expand the Brand Influence of River Snails Rice Noodle
 
Date:2018-11-05  Source:Liuzhou Daily

River snails rice noodle industry drives upstream and downstream industries including planting, processing, e-commerce, tourism, etc., to gradually present a whole industry chain. In 2017, with a total output value in Liuzhou reaching CNY 3 billion, packaged river snails rice noodle had become one of the hottest online food at home and abroad, and the physical stores could be found all over China and even in the United States. Up to now, river snails rice noodle has become a model for the high quality development of the food industry in Liuzhou and even in China. On July 21, 2018, "Liuzhou River Snails Rice Noodle”, as a geographical indication certification trademark, was approved for registration by the National Intellectual Property Administration of the PRC and officially put into use on August 20, 2018.

As introduced by relevant person in charge of Liuzhou Municipal Administration for Industry and Commerce, Liuzhou river snails rice noodle began to become more and more popular in 2012, and Local Standards for Liuzhou River Snails Rice Noodle and Local Standards for Pre-packaged Liuzhou River Snails Rice Noodle were promulgated with the aim to unify the specification and standardize the management. Meanwhile, Liuzhou Municipal Association of River Snails Rice Noodle was established to expressly act as the subject for applying for registration of the geographical indication certification trademark. Finally, the application was successful this year.

As now the trademark "Liuzhou River Snails Rice Noodle" is only registered for use on pre-packaged food (rice noodle, convenient grass noodle), the category is relatively single, and the international registration with extension of territory has not yet launched, which is undoubtedly a major blow to Liuzhou river snails rice noodle being ready to go abroad. A war to protect the trademark of "Liuzhou River Snails Rice Noodle" has started quietly. On the one hand, Liuzhou Municipal Administration for Industry and Commerce immediately instructs Liuzhou Municipal Association of River Snails Rice Noodle to carry out overseas trademark rights protection. On the other hand, registration protection should be carried out to strengthen the international registration of the trademark "Liuzhou River Snails Rice Noodle" in major countries and regions worldwide, and to effectively protect "Liuzhou River Snails Rice Noodle”, a regional public brand in China, so as to protect the reputation of Liuzhou river snails rice noodle overseas and the legitimate rights and interests of manufacturers of Liuzhou river snails rice noodle.

It is learned that Liuzhou River Snails Rice Noodle Industry Development Plan (2018-2022) will be promulgated to specify the future development strategy, development goals, industrial layout, development priorities and development measures of Liuzhou river snails rice noodle. It is planned to fully explore the historical and cultural connotations of Liuzhou river snails rice noodle, and build up a Liuzhou river snails rice noodle industrial park, as well as a river snails rice noodle characteristic town, a cuisine culture street, a raw material planting & breeding and processing base, so as to realize the diversified development of river snails rice noodle industry.

According to statistics, in 2017, the total employment population throughout the river snails rice noodle industry chain was about 250,000 persons, and more than 200,000 farmers in raw material bases and 23,000 persons in 4,500 poor households were driven thereby. River snails rice noodle industry has become a successful model for deepening of the agricultural supply-side structural reform in combination with precise poverty alleviation.

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