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Shanghai stores to put reality check into writing

(Shanghai Daily)
Updated: 2008-09-04 09:42

Starting from next month, 100 stores in Shanghai will display a signboard bearing the Chinese character for "real," spelling out a promise to sell only genuine goods.

The use of the "zhen" logo will be gradually extended to all retailers across the city, according to officials from the Shanghai Intellectual Property Administration, which is coordinating the action.

"The activity means consumers can shop without worrying about counterfeits or inferior products," said Gu Yonghua, administration spokesman. "This is also an effort to protect intellectual property."

The action follows a practice adopted by Hong Kong stores. In the past 10 years, about 4,700 stores in Hong Kong have put up a "zheng" signboard, which also stands for genuine goods and certifies that no counterfeits are sold there.

In Shanghai, more than 30 stores in the Luwan District alone have been selected as pilot sites for the new logo.

Chen Zeying, assistant director of the Huaihai Road outlet of the Shanghai Book Mall, said the store is required to check the authenticity of all goods it stocks and record patent and trademark information. It must also make sure suppliers provide intellectual property certificates and clarify legal responsibility if intellectual property violations occur, Chen said.

Similar to the Hong Kong practice, the validity period for each signboard is one year, and after that a company must re-apply. If a store is caught selling counterfeit goods, the signboard will be removed immediately, Gu said.

"We will work hard to promote the signboards," he said. "They can help create a better shopping environment when they are widely accepted."