Introduction September 19, 1991 is a date worth remembering. When the first 124 “China Well-Known Trademarks” were unveiled, brands such as Moutai, Phoenix, Tsingtao Beer, Forever, and Zhonghua were officially written into China’s business history. Thirty-five years have passed: some brands still stand at the forefront, while others have faded from view. Today, let us travel back through time, revisit that passionate era, and understand the code of the times behind each trademark.

I. 1991: The Coming-of-Age Ceremony for Chinese Brands

In 1991, China stood at a historical crossroads. That year, the dissolution of the Soviet Union shocked the world and reshaped the global landscape. That year, China entered its 13th year of reform and opening-up, and the tide of the market economy began to surge. In the Pearl River Delta, countless factories operated day and night; in Wenzhou, Zhejiang, the private economy had grown into a 燎原 force. Yet Chinese brands at that time mostly remained at the OEM stage of “Made in China”. Truly proud domestic names that the world would remember were few and far between.

A trademark is the face of an enterprise, and an epitome of a country’s economic strength. Against this backdrop, the State Administration for Industry and Commerce (now the State Administration for Market Regulation) made a landmark decision: to select the first batch of “China Well-Known Trademarks”. This was not a simple commercial award, but a collective awakening of Chinese brand awareness — a historical witness to Chinese enterprises’ transition from “product thinking” to “brand thinking”.

According to staff who participated in the selection, more than 300 enterprises and 337 trademarks applied nationwide after the launch. The process was extremely rigorous: after enterprise applications and layer-by-layer administrative reviews, nearly 80,000 consumers voted in the final selection. In an era without the internet or big data, those 80,000 votes represented real market reputation — trust cast by consumers with their wallets.

On September 19, 1991, the results were officially announced. When 124 trademarks including Moutai (liquor), Phoenix (bicycles), Tsingtao (beer), Qindao-Liebherr (refrigerators), Zhonghua (cigarettes), Polaris (clocks), Forever (bicycles), Xiafei (cosmetics), Wuliangye (liquor), Luzhou (liquor) and Jianlibao (beverages) made the honor roll, the entire Chinese business community was shaken. This was the “founding ceremony” in the history of Chinese brands, the highest honor countless enterprises dreamed of.

II. 35 Years of Vicissitudes: Those That Faded and Those That Persisted

Thirty-five years is long enough for an infant to grow into adulthood, and for seas to turn into mulberry fields. Re-examining that 1991 list today reveals a clear trajectory of divergence.

First tier: Everlasting excellence, strong getting stronger

Brands such as Moutai, Wuliangye, Tsingtao Beer and Haier (Qindao-Liebherr) have not only defended the honor of well-known trademarks, but turned it into sustained market competitiveness. Their secret lies in upholding quality while embracing change, evolving from national brands into global players. Moutai transformed from a traditional distillery into a “stock market champion” through relentless pursuit of quality and careful maintenance of scarcity. Haier evolved from a Sino-foreign refrigerator factory into an IoT ecosystem brand through continuous innovation and organizational courage. Tsingtao Beer, a century-old enterprise, has mastered youth-oriented marketing based on deep consumer insight.

Second tier: Difficult transformation, rebirth through fire

Phoenix and Forever bicycles are typical representatives of this tier. Instead of becoming “tears of the times”, they seized the historic opportunity of the 2024 domestic cycling boom and achieved brand rebirth through high-end, intelligent and youth-oriented transformation. Phoenix’s FNIX carbon fiber road bike and Forever’s high-end Factor acquisition both signal that these old brands are telling their stories in a new language. Brands such as Polaris clocks and Xiafei cosmetics, though no longer as dominant as before, still survive tenaciously in niche markets. Polaris leads the high-end mechanical clock sector with technical accumulation from the Yantai Clock Research Institute. Xiafei has undergone multiple restructurings, seeking to regain its position amid the domestic brand revival.

Third tier: Faded away, living in memory

Once household names such as Jianlibao beverages have either become mere trademark licensing tools or completely withdrawn from the mainstream market. Their decline stems from objective industrial shifts, as well as subjective factors such as strategic missteps and backward management. Nevertheless, their place in Chinese business history is indelible. The 1991 well-known trademark designation bears witness to their most glorious moment and remains a precious legacy of the era.

III. Well-Known Trademarks: A Legal Shield Beyond Ordinary Trademarks

The 1991 designation was more than an award of commercial honor; it marked a major improvement of China’s trademark protection system.

What is a well-known trademark? According to the Trademark Law, a well-known trademark is one that is widely known by the relevant public and enjoys a high reputation within the territory of China. Compared with ordinary trademarks, well-known trademarks enjoy the special treatment of “cross-class protection”.

For example: an ordinary trademark is only protected within its registered category. If “Moutai” is registered for liquor, no one else may use “Moutai” for liquor. But if someone tried to register “Moutai” for clothing or furniture, ordinary trademark rules could do little. A well-known trademark, by contrast, breaks category limits and receives protection across all fields.

This “cross-class protection” is designed to prevent “free-riding” and “brand-name hijacking”. Imagine if a clothing factory were allowed to register “Moutai-brand clothing” — consumers could easily be confused and assume it was a new business of Moutai Group, damaging the brand’s value.

The 1991 first-batch designation brought the system from paper into practice. Since then, China has recognized multiple batches of well-known trademarks, forming a relatively complete recognition and protection system. In 2001, China joined the World Trade Organization, and the well-known trademark system aligned with international standards, providing legal safeguards for Chinese brands going global.

IV. Contemporary Value of Well-Known Trademarks: From Protection to Empowerment

Thirty-five years later, China’s well-known trademark system has undergone profound changes.

In 2014, the revised Trademark Law came into effect, explicitly prohibiting the use of the term “well-known trademark” on product packaging, advertising and other commercial activities. This means enterprises can no longer use the title as a marketing gimmick; the designation has returned to its legal essence — a special trademark protection mechanism.

Behind this change is further regulation of the market economy order. In the past, some enterprises treated “well-known trademark” as a gold-lettered signboard, even obtained recognition through improper means, eroding public trust in the title. The new law demystifies well-known trademarks, making them truly serve brand protection rather than commercial hype.

Yet the value of well-known trademarks has not diminished. In international trade, they remain an important “passport” for Chinese brands. When Chinese enterprises encounter trademark squatting or infringement disputes overseas, well-known trademark recognition records are the most powerful legal weapon. As brands such as Huawei, Xiaomi and DJI expand globally, they actively seek well-known trademark recognition in various countries to build a global brand protection network.

More importantly, the awareness of brand, quality and intellectual property protection promoted by the well-known trademark system has taken root in Chinese business culture. From 124 trademarks in 1991 to thousands today, Chinese brands are completing the leap from quantitative growth to qualitative improvement.

V. Conclusion: Salute to the Era, Salute to the Brands

Thirty-five years ago, the first batch of Chinese well-known trademarks was born. It was a promising starting point and a manifesto of Chinese brands going global.

Today, we look back at that history not for nostalgia, but to draw strength for the road ahead. Moutai’s persistence teaches us that quality is the foundation of a brand. Haier’s transformation teaches us that innovation is the soul of a brand. The rebirth of Phoenix and Forever teaches us that old brands can glow in a new era if they dare to embrace change. The fall of Jianlibao teaches us that management is the guarantee of a brand.

A well-known trademark is more than an intellectual achievement; it is an economic calling card for an enterprise, a region and a city. The pioneers of 1991 blazed a trail for Chinese brands with their practice and set a benchmark for later generations with their honor.

Standing in 2026, we salute that day 35 years ago, salute the names that once shone, and salute the rising Chinese brands of today. In the next 35 years, more Chinese well-known trademarks will surely go global, shining even brighter in the galaxy of global business civilization.