The Inheritance of the Bai Jingyu Brand

　　Due to historical reasons, the conscious inheritance of the old brand's culture and brand only gradually began after the company's name change and restructuring. Modern enterprises primarily focus on the market economy environment to achieve sustainable development and long-term success.

　　 First, the establishment date was confirmed.

　　On July 3, 2009, "Bai Jingyu" held a grand celebration for the "70th Anniversary of Whale Trademark Registration and 72nd Anniversary of Factory Establishment" at the Nanjing Jiangnan Theatre. Over 400 employees attended, and representatives from the descendants of the founder of the "Bai Jingyu" trademark were invited to attend.

　　Due to the loss of many precious documents, "Nanjing Bai Jingyu" has not had a confirmed establishment date for a long time. To be faithful to history, the company specially organized personnel to consult historical records and approvals from the Nationalist government, and after repeated research and verification, the establishment date was confirmed as September 10, 1937, mainly based on the historical image of the "Business License for Chinese Medicine Merchants issued by the Nanjing Municipal Health Bureau of the Republic of China on September 10, 1937"; the registration date of the whale (Bai Jingyu) trademark was confirmed as July 3, 1939, mainly based on the historical image of the "Trademark Registration Certificate issued by the Trademark Bureau of the Republic of China on July 3, 1939." The old Chinese brand "Nanjing Bai Jingyu" finally has a clear establishment date.

　　At the celebration ceremony, Tao Yuebao, the new generation "leader" and general manager of the restructured company, gave a speech titled "Strive for Excellence, Create New Glory." The speech focused on two key aspects: inheriting the traditions and essence of the ancestors and ensuring the sustainable development of the company. He first analyzed the profound meaning of "Whale" and "Jingyu": dedication as the foundation, broad-mindedness, a global perspective, and deep roots. The whale is the largest fish in the sea, signifying the ancestors' ambition to expand the product and let the whale swim to the world, continuously expanding the international market. Fish cannot live without water, and whales cannot leave the sea; this is a warning and reminder that medicine is the company's eternal main business and the foundation of its existence. Regardless of future changes, Bai Jingyu people cannot change this, otherwise it would violate the ancestral teachings. He pointed out that from the day this brand was created, the ancestors had clear requirements and goals for managing the enterprise. First of all, everyone must be dedicated and do their own work well; this is a requirement for everyone, that is, dedication as the foundation. The requirements for managers at all levels are even higher; they must not only be diligent and hardworking but also have a broad mind, be strict with themselves, and lenient with others. That is, the requirements for subordinates' work are strict, and the handling and punishment of problems are lenient. The whale is the largest fish in the sea, signifying the ancestors' ambition to expand the product and let the whale swim to the world, with a global perspective and continuously expanding the international market.

　　He also pointed out that our ancestors were very wise, not only thinking about starting a factory to produce eye drops on a certain scale but also having an awareness of intellectual property protection during the Republic of China period, registering the "Whale" trademark, which has been passed down to this day as the "Bai Jingyu" trademark. It is also a "Time-honored Chinese Brand" with a seventy-year history in the pharmaceutical industry.

　　Protecting the Trademark Brand

　　 Before the company's restructuring, it had fewer than 10 registered trademarks. By the end of 2013, it had a total of 61 registered trademarks, including 3 registered overseas.

　　Starting in 2004, the company strengthened the registration of the "Bai Jingyu graphic" trademark. First, it expanded the registration scope of "graphic + text." From only the single fifth category "used for medicines, plasters, disinfectants, and Chinese herbal medicines," it gradually expanded to 8 categories, including the first, second, third, and 28th categories. The trademark's usage area expanded to more than 20 fields, including detergents, fruit juice drinks, alcohol, edible alcohol, care instruments, and sports balls. Subsequently, the registration scope was further expanded to more than 30 fields outside of "medical health," such as beauty salons, animal husbandry, and product packaging. At the same time, the scope of the old brand trademark was gradually expanded. "Bai Jingyu Pharmacy" was registered in related categories; "Bai Jingyu Eye Ointment" and "Bai Jingyu Eye Drops" were registered in the fifth category, and related trademarks such as "Bai Jingyu" characters, "whale pattern," and words like "Jingyu," "Whale Mark," "Whale Wave," "Whale Ocean," "Jingyu Hall," "Jingyu Fang," "Jingyuan," and "Sibi Jing" were successively registered. In 2009, two design patterns of the English version of the Bai Jingyu graphic trademark were registered in the fifth category. In 2012, the Chinese and English versions of the two design versions of "Bai Jingyu graphic" were successfully registered in Cuba.

　　In addition, the company often participates in large-scale domestic and international pharmaceutical exhibitions to promote the Bai Jingyu brand.