Brand：Vitality in Yiwu’s development
Never have market dealers understood so well the importance of brands. And they are making efforts to get more power in the market through brand de-velopment. “Many foreign purchasers in Yiwu attach great importance to the products’ quality. But what reflects the quality most？ It’s brand. If you got good brands，foreign purchasers would favor，” said Lou when interpreting the common view of “brand is business” on the third floor of ITC District G，who was the general agent of some brand battery in Zhejiang Pro-vince. The latest statistics from the market branch of Yiwu Administration for Industry & Commerce show that the recorded trademarks in China Commo-dity City have totaled 18，107.
With the driving force from brand operation，Yiwu’s foreign trade maintained a rapid development. In the first half of this year，Yiwu had 137 more export entities and achieved $ 935 million dollars of business volume in the self-operated import and export trade，up 14.33 percent over the same period of last year. In the figure，self-operated export volume took $ 849 million dollars，rising by 12.37 percent year-on-year.
Present situation： Comprehensive strength ranks third nationwide
By this June，the number of registered trademarks in the city had reached 16，339，and China well-known trademarks and Zhejiang famous trademarks shared 63 and 69 respectively in the number，which have already developed into brand bases covering shirts，hosiery，jewelry，zippers and other industries in the province. So far，Yiwu’s registered trademarks have accounted for one-twentieth of the provincial total，whose comprehensive strength in the trademark development ranks third among the county-level cities nationwide. According to a policy released by the municipal government，enterprises having obtained internationally valid registered trademarks will be awarded 80 percent of the registration costs (with the maximum of 100 thousand yuan). With this award mechanism，enterprises are spurred to the internationalization of their brands.
Administration for industry & commerce： Brand admittance becomes part of mechanism
As a unit of supervision in Yiwu Market，Yiwu Administration for Industry & Commerce has made the brand admittance and publication as a mechanism in the market. In Yiwu Market，any business activity in the form like “general agent，exclusive distrib-utor or special sales agency” requires the completion of approval procedures in the branches of Yiwu Administration for Industry & Commerce with authorized letter，certificate of trademark registration and other related certificates. Besides，“B-efore selling famous-brand products in the China Commodity City (CCC)，the dealers should ask for the valid trademark certificate or a copy of it from the supplier”.
Through the comparison of brands，verification of the commodities’source in the market，and publication of the well-known trademarks and famous trademarks，the Administration for Industry & Commerce is beefing up the supervision and management on brands，guiding the customers to buy brand products，and providing consumers with exact brand information，said Luo Bin，deputy head of Yiwu Administration for Industry & Commerce (CCC Branch).(Fang Qingyuan，Chen Zouming)
