#本文仅代表作者观点，不代表IPRdaily立场#

“敢于放开手脚，亦可握紧创新‘命脉’。”

来源：IPRdaily中文网（iprdaily.cn）

Dong Mingzhu: Innovation is the soul of a brand

《IP PEOPLE》 Issue 1 封面

随着科技的发展，家电行业之间的竞争逐渐由价格竞争走向科研技术、创新能力、产品质量之间的竞争，家电制造业正面临着产业结构重组、转型和升级的挑战。在激烈的竞争之下，珠海格力电器股份有限公司已经连续二十多年处于领跑者的地位，格力电器也已发展为本土品牌崛起的重要代表。

As technology advances, home appliance manufacturers are tapering off the price war and swing to the competition in R&D, innovation, and product quality. However, they are also facing the challenge of industrial restructuring, transformation, and upgrading. Despite the fierce competition, Gree Electric Appliances, Inc. of Zhuhai has maintained its lead in the home appliance industry for more than 20 consecutive years, making it a symbol of the rise of Chinese brands.

《IP PEOPLE》 Issue 1

Editor：Dora Wang

董明珠 Dong Mingzhu

格力电器董事长、总裁董明珠是中国杰出的女企业家。在“2021福布斯中国杰出商界女性榜”发布上榜的100名女性中，董明珠排名第五位，这是她第九次荣获福布斯相关榜单荣誉。多年来，她通过在核心技术、人才培养、管理体系等方面的创新发展，带领格力品牌持续走在家电行业的领先地位。格力电器坚持走自主创新之路，董明珠在全国人大代表履职期间也多次提及“知识产权”相关的建议，足见她对知识产权的关注与重视。此次接受《IP PEOPLE》专访，董明珠就与我们详细聊了聊创新、品牌、人才与知识产权。

Dong Mingzhu, Chairwoman and President of Gree, is an outstanding female entrepreneur in China. She ranked fifth in the 2021 Forbes China Top 100 Businesswomen List, the ninth time she entered Forbes lists. With Ms. Dong at the helm, Gree has been leading China’s home appliance industry for years through innovation in core technology, talent training, and management system. With a deep conviction in independent innovation, Ms. Dong, once a member of the National People's Congress (NPC), put forward many concrete suggestions for IP protection. In the interview with IP PEOPLE, Ms. Dong shared her insights into innovation, branding, talent fostering, and IP protection.

“一个真正伟大的企业，一定是创造者、引领者”

“A great company must be a creator and a leader”

《IP PEOPLE》：格力是国内家电行业的领军企业，您在格力已经工作了30年，回首30年，您认为格力长期在家电行业保持领先的关键因素是什么？

IP PEOPLE: Gree is a leader in China’s home appliance industry. You have been with Gree for 30 years. What do you think are the key contributors to Gree’s long-term market leadership?

董明珠：在格力电器发展的30年过程当中，我们深刻领会到企业的生命力首先在于掌握自主创新的能力，其次是要有公平公正的企业文化来支撑，第三就是要有挑战自我的一种精神。

Dong Mingzhu: I think three things matter most to Gree’s development over the past 30 years: independent innovation, a fair and just corporate culture, and the courage to challenge ourselves.

格力电器从一个单一的空调生产企业发展至今天工业装备和生活电器消费品全覆盖的企业，离不开对自主创新的坚持。实体经济的发展关乎国家经济发展，作为制造业企业来讲，一定要坚定不移地走自主创新之路。我们认为一个真正伟大的企业，一定是一个创造者、引领者，依靠创新引领一个行业的发展，创造一种生活方式，满足消费者的需求，给消费者带来健康，这是我们企业在发展过程中所看重的。

It is independent innovation that has turned Gree from an air conditioner manufacturer into a vast conglomerate specialized in both industrial equipment and household appliances. As we know, real economy plays a critical role in national development. As the backbone of the real economy, manufacturers must stick to independent innovation. We believe that a great company must be a creator and a leader. A great company is supposed to lead an industry and create a lifestyle. A great company is duty-bound to meet consumer needs and care for their health. This is what we value at Gree.

格力电器也用实践证明，坚持自主创新的重要性和正确性。2018年总书记来视察时，讲到格力电器做到了“真学、真懂、真信、真用”。这个时代一直是进步的，我们总是往前走，即使你今天拥有了世界领先的技术，依然要不断地创新，创新是没有止境的。对于技术研发和创新，格力是坚持“投入不设上限”的。目前格力累计申请国内专利85128项，其中发明专利43563项；累计授权专利48745项，其中发明专利11872项；申请国际专利4081项，其中PCT申请2212项。在国家知识产权局发布的排行榜中，格力电器排名全国第六，家电行业第一。目前，我们格力拥有33项“国际领先”技术，获得国家科技进步奖2项、国家技术发明奖2项、中国专利金奖2项、中国外观设计金奖3项。

Gree has proven the importance and correctness of independent innovation with action. During his visit to Gree in 2018, Chinese President Xi Jinping spoke highly of Gree’s earnestness in learning, developing, and applying advanced technologies. In an ever-evolving world, we should never stop innovating even if we are the leader. There is no end to innovation. Speaking of investment in R&D and innovation, Gree sets the tone: The sky’s the limit. So far, we have applied for 85,128 Chinese patents, including 43,563 utility patents, and 4,081 international patents, including 2,212 PCT patents. We have granted 48,745 patents, including 11,872 utility patents. Gree ranks sixth nationwide and first in the home appliance industry by the number of patent applications and grants according to a ranking released by the China National Intellectual Property Administration. At present, we have 33 cutting-edge technologies, and have won many accolades including two National Science and Technology Progress Awards, two State Technological Invention Awards, two China Patent Gold Awards, and three China Design Gold Awards.

《IP PEOPLE》：您在全国人大代表履职期间多次提出保护创新、加强知识产权保护的相关建议，您认为知识产权保护对格力来说意味着什么？

IP PEOPLE: You put forward many proposals relating to innovation and IP protection when you were an NPC member. What do you think IP protection means to Gree?

董明珠：近两年新实施的商标法和专利法，建立了惩罚性赔偿原则，对于恶意侵犯知识产权要最高给予五倍的惩罚，严格知识产权保护，同时也是在减少权利人的维权成本，通过一系列的行政手段、法律手段，来实现知识产权的快保护、同保护。良好健康的营商环境不但要通过政策法规来维护，同时也要所有从业人员、企业共同自觉维护，只有知识产权得到保护，一个企业的产品才能够得到更好的发展、更好的进步。

Dong Mingzhu: The Trademark Law and the Patent Law amended in the past two years have introduced a punitive damages system, where malicious IP infringement will be subject to a penalty up to five times the determined amount of damages. This system provides strict IP protection and reduces the cost of rights safeguarding. Rapid collaborative IP protection is achieved by administrative and legal means. A healthy business environment requires not only sound policies and regulations, but also the support of all practitioners and companies. IP protection is an essential precondition for better product development.

加强知识产权的保护，是给格力的自主创新更多底气和信心，同时也是提升中国制造核心竞争力的有效手段。格力并不是一味地追求专利的数量，因为一个专利的使用也是有年限的，一般专利大概15年基本上就不再受到保护，就变成社会公用的技术，我们希望通过创新不断地升级技术。实际上我们希望拥有自主知识产权的技术能够得到保护，一方面是能够帮助整个行业建立良性竞争的环境，另一方面是能够在对旧的技术进行迭代升级甚至突破的时候，提供很好的基础和保障。也就是说，加强知识产权保护有利于我们在发展的过程当中不断挑战自我，有利于我们保证技术的研发具有领先性。

Stricter IP protection boosts Gree’s confidence in independent innovation. It is also an effective way to enhance the core competencies of Chinese manufacturers. When it comes to innovation, Gree pursues the constant upgrading of technology, rather than the number of patents, because a patent generally lasts about 15 years, and once it expires, the protection ends and the invention enters the public domain. We demand protection of proprietary technologies because it facilitates healthy competition in the industry, and provides a solid foundation for iteration, upgrading, and breakthrough of technology. In other words, strict IP protection can encourage us to challenge ourselves to become ever more inventive and maintain our lead in technology R&D.

《IP PEOPLE》：格力是国内专利授权量最多的企业之一，在知识产权创造、申请及布局方面，您对中国企业的建议是什么？

IP PEOPLE: Gree is one of the companies with the most patent grants in China. So do you have any suggestions for Chinese companies on IP creation and patent application?

董明珠：一个企业在知识产权创造、申请及布局时是不能逐利而行的，赚钱不是唯一的，企业是要有使命的，企业要想做强，必须要随着国家的发展去思考。对于专利研发这方面的考量，我觉得很重要的是，一个企业有多少研发成果对社会做出了贡献，为消费者的生活带来了哪些改善。

Dong Mingzhu: Profit should not be the sole purpose of IP creation and patent application. A company’s IP and patents should also serve its mission and contribute to national development. Only in this way, can the company get stronger. I think a company must take into account how many of its creations will contribute to society and improve people’s lives.

比如2020年，面对突如其来的新冠肺炎疫情，格力纠结于短期的损失是没有用的，最重要的是要有战胜困难的信心和勇气。和很多在国家需要的时候挺身而出、肩负责任的企业一样，格力凭借自己的技术积累和创新能力，推出了能够杀灭新冠病毒的空气净化器、消毒液制造机、热泵洗护机等产品，用技术创新给消费者的健康生活带去安心。

For example, when COVID-19 broke out in 2020, we did what we should do: Muster up confidence and courage and get through this, as we knew bewailing economic losses was not going to help. Like many other companies, we have stepped up to the plate and helped the country grapple with the pandemic. We have launched a range of products, such as air purifiers, disinfectant generators, and heat pump washers, to help consumers keep their home healthy.

坚持信念与坚守底线，是为了让世界更美好

Firm commitment to making the world a better place

《IP PEOPLE》：近年来，格力进入汽车、小家电、芯片等领域，在2021年第二十二届中国专利奖获奖名单中，格力的19项获奖专利中就包含机器人、芯片等，格力是如何在新跨界的领域中继续坚持走自主创新之路的呢？

IP PEOPLE: In recent years, Gree has ventured into fields including automobiles, small appliances, and chips. Nineteen of your patents won the 22nd China Patent Award in 2021, and among them are robotics and chip patents. How does Gree manage to continue independent innovation in these new fields?

董明珠：格力电器的跨界尝试和多元化布局不是仅仅新增一个品类、增加几个产品，而是经过了长期的技术积累、全局布局策划。我们更多是基于自身产业发展需要、产品的升级技术需要，进行科学的筹划和布局，并且在坚实的技术基础之上，进行经验积累和产业协同合作。

Dong Mingzhu: Gree’s diversification effort is more than just adding a few new categories or products. It is a long-planned move backed by our technical expertise. More often, we expand into new areas out of business and product upgrade needs. Such expansion has a solid technical foundation. On top of that, we seek industry collaboration to accumulate experience.

格力的多元化发展是一种自我挑战，但格力从来不惧挑战，从技术发明到外观设计，我们都秉承创新理念、不断突破挑战，满足消费者品质生活的需求。格力坚持多元化发展是立足中国制造高质量发展的多元化，也是坚守实体经济、不骄不躁的多元化。作为企业就要急国家之所需，将创新理念渗透在企业发展的各个层面，锤炼核心科技，追求可持续发展，同时为制造业高质量发展凝聚力量。

Diversification is a challenge for Gree, but we are never afraid of any challenge. From technological invention to product design, we always focus on improving the quality of people’s lives through breakthrough innovations. We diversify our business, in an effort to promote the high-quality development of Chinese manufacturing as well as the healthy development of the real economy. A company should serve the country’s needs. Gree has instilled innovation into all aspects of business development. We relentlessly hone our core technologies to make our business sustainable and to boost the high-quality development of Chinese manufacturing.

《IP PEOPLE》：格力提出要让世界爱上中国造，多年来，格力积极走国际化道路。出海一定要有知识产权保驾护航，请问格力是如何规避海外的知识产权风险的？

IP PEOPLE: Driven by the ambition to make “Made in China” percolate through to the whole world, Gree has been aggressively building up its global presence over the years. However, global expansion requires effective IP protection. How does Gree avoid IP risks in overseas markets?

董明珠：格力坚持自主创新，高度重视海外的知识产权保护，尊重他人合法的知识产权：

Dong Mingzhu: Gree sticks to independent innovation, attaches great importance to IP protection in overseas markets, and respects the legitimate IPR of others.

一是，格力实施多元化的国际知识产权布局战略，利用各国知识产权法律政策，全面提高海外知识产权应对能力。截至目前，格力在欧、美、日、韩等35个国家和地区布局4750件专利，在215个国家和地区布局商标14515件。

First, we implement a diversified international IPR strategy, using the IP laws and policies of countries around the world to improve our abilities to tackle IP challenges in overseas markets. Up to now, Gree has applied for 4,750 patents in 35 countries and regions including European countries, the US, Japan, and ROK, and 14,515 trademarks in 215 countries and regions.

二是，格力建立海外知识产权预警制度，利用知识产权数据库、海外知识产权事务所、海外驻地公司等渠道，建立包括专利、商标、著作权、标准、重大知识产权事件的预警制度，及时发现、识别、排除海外知识产权风险。

Second, we have established an early warning system to promptly discover, identify and eliminate IP risks in overseas markets, including risks associated with patents, trademarks, copyrights, standards, and major IP disputes, through channels such as IP databases, overseas IP firms, and overseas branches.

三是，格力建立出口项目知识产权风险管控制度，以制造国和进口国的知识产权保护现状为基础，结合公司产品研发流程，在产品出口之前，全面排查知识产权风险，保证不侵犯他人合法的知识产权。

Third, we have established an IP risk control system to detect IP risks in products before they are exported and ensure they will not infringe others’ IPR, based on the status quo of IP protection in the exporting and importing countries as well as our product development process.

《IP PEOPLE》：格力在知识产权运营与运用方面，未来将有什么样的规划？

IP PEOPLE: What is next for Gree in terms of IP operation and utilization?

董明珠：格力知识产权运营与运用坚持以让社会重视创新、促进行业发展为目的。

Dong Mingzhu: The purpose of Gree’s IP effort is to raise social awareness of innovation and promote industry development.

一是让全社会重视创新。格力坚持通过知识产权法律制度，促进全社会重视创新。截至目前，格力共开展30余起专利诉讼起诉，标的额超过3亿元，获得赔偿额近六千万，屡创中国家电企业专利诉讼赔偿额新高、多次纳入国家专利诉讼十大经典案例。

First, we raise people’s awareness of the importance of innovation by attracting their attention to IP laws. Up to now, Gree has filed more than 30 patent lawsuits, involving more than RMB 300 million in total, and won damages amounting to nearly RMB 60 million, breaking the record for the amount of damages in China’s home appliance industry. Several of our cases are selected into the top 10 patent cases in China.

二是促进行业发展。我们的创新，是为了让世界更美好。专利技术要与人、社会的需求结合，才能激发出最大的价值。格力与格兰富的专利许可是格力专利技术走向海外的第一步。格力仍会坚持，用最好的技术帮助行业不断向前发展。

Second, we innovate to make the world a better place. We must combine patented technologies with the needs of people and society so that we can make the most of these technologies. The patent licensing between Gree and Grundfos is the first step for our patented technologies to go global. We will hold fast to our commitment to helping the industry grow with the best technology.

《IP PEOPLE》：有人认为知识产权是商业竞争的重要工具，您怎么看待知识产权与商业竞争之间的关系？

IP PEOPLE: Some say that IP is a powerful competition tool. How do you see the relationship between IP and business competition?

董明珠：市场本身就存在竞争，作为企业，一方面必须能为消费者提供好的、有品质的产品，提高消费者的生活质量，才有可能在市场上站住脚。而要实现这些都是需要自主创新来进行支撑的，知识产权是格力创新的成果，但不是格力创新的目的。

Dong Mingzhu: The market itself is competitive. To gain a foothold in the market, a company must be able to provide good products for consumers to improve the quality of their lives, which entails independent innovation. To Gree, IP is the outcome, but not the purpose, of innovation.

另一方面，拥有自主知识产权能够让企业在激烈的竞争中掌握主动性。格力电器能够有如今的成就，靠的不是广告，是产品质量和自主创新技术。多年来我们走出了一条自主研发道路，创造了很多别人没有的技术，因此也在行业的竞争中具有优势。

In addition, IP gives a company the upper hand in fierce competition. We become who we are today thanks to our product quality and technology innovation, rather than advertising. Over the years we have been sticking to independent R&D, and we have created many technologies that others do not have. That’s how we gain our competitive advantage.

《IP PEOPLE》：最近几年，格力与奥克斯之间的专利侵权诉讼一直都是焦点话题，此前奥克斯判赔4000万还被称为“家电行业最贵侵权案”，关于与奥克斯之间的纠纷，您目前持怎样的态度？

IP PEOPLE: The Gree v. AUX case has been in the limelight in recent years. AUX was ordered to pay RMB 40 million in damages, making the case “the most expensive infringement case in the home appliance industry.” How do you see the dispute between Gree and AUX now?

董明珠：从实现制造业高质量发展这个目标来看，市场上不能让劣币驱逐良币，企业之间的不正当竞争在加速内耗的同时，对整个中国制造业的发展都会产生巨大的影响。

Dong Mingzhu: To achieve healthy development of manufacturing, we must not let bad money drive out good money. Unfair competition is not only exhausting market players, but also eroding the whole Chinese manufacturing industry.

诚信是一个人的底线，也是一个企业的底线，更是一个国家和社会的底线。对一个行业来说，诚信的底线是通过博弈逐渐铸就的。当劣质产品在市场上大行其道的时候，一定要有企业站出来，需要一种自我牺牲的精神，去弘扬诚信精神，用自己的行为去改变不诚信企业的做法。做企业不能因为受到伤害就放弃诚信，随波逐流。企业家要坚持信念，要讲诚信。长期坚持下去，随着时间推移，未来会得到更好的利益回报。

Integrity is the bottom line for a person, a company, and a country. However, it takes lots of efforts to make integrity the norm in an industry. When inferior products are rampant in the market, someone must stand out against the dishonesty and redress their practices. A company must not give in just because it falls victim to dishonesty. Entrepreneurs must stick to their faith and be honest. Steadfast faith will pay off one day.

敢于放开手脚，亦可握紧创新“命脉”

A free R&D environment can breed innovation power

《IP PEOPLE》：目前，国内知识产权领域的高端复合型人才尚属稀缺，优秀的企业知识产权实务型人才需要长时间培养，格力也一直很注重人才的自主培养，请问格力内部知识产权人才是如何培养的？您对他们有什么期望与要求？

IP PEOPLE: High-caliber versatile IP talents are scarce in China, and it takes a long time to foster excellent, pragmatic IP professionals. As we know, Gree has put great emphasis on talent training. How do you foster IP talents? What are your expectations and requirements for them?

董明珠：格力电器的人才队伍建设始终坚持自主培养，以公司发展经验和文化底蕴为基础，逐步形成以自主人才引进渠道、自主培养与发展机制、全方位激励保障体系为核心的人才自主培养模式。

Dong Mingzhu: At Gree, talent development is based on our development experience and corporate culture. We source talent both internally and externally, and have gradually formed a talent development model with a comprehensive incentive system at its core.

在如今人才竞争激烈的大环境下，格力还是坚持加快速度培养自主人才，人才是解决一切问题的核心，没有人才一切回归为零。多年来格力人才队伍不断壮大，人才结构持续升级，目前格力电器共有员工9万人，其中科技研发人员1.5万人，技术工人3.6万人。对于知识产权人才的培养，格力电器主张只要你想做就给你机会，公司尽可能打造一个平台，给年轻人更多的机会去接触、去研究。

Amid today's fierce competition for talent, we have stepped up our effort in talent development. Talent is everything. Without talent, nothing is possible. Our talent team has been growing with a constantly optimized composition over the years. At present, we have 90,000 employees, including 15,000 R&D employees and 36,000 skilled workers. At Gree, employees are given opportunities to engage in IP activities as long as they want to. We provide a platform where young people are given as many opportunities as possible to do research.

目前格力已上线的自动化生产线，都是由格力自己的人才自主研发成功的，研发团队里的每一个人在格力都能够充分发挥能量。所以在我们看来企业的创新，还在于敢放开手脚，给年轻人提供时间、平台和机会，营造一个无后顾之忧的研究环境。

The automated production lines running at Gree are all developed by our own R&D team. Everyone on the team is able to fulfill their potential. So, as part of our effort to spur innovation, we offer young people a stage to shine, and provide them a free R&D environment.

《IP PEOPLE》：作为中国的民族企业，作为中国制造业的领军企业，在当前的新发展格局下，您认为中国制造业应如何把握机遇、迎接挑战？

IP PEOPLE: Gree is a leading manufacturer in China. How do you think the manufacturing industry should respond to the opportunities and challenges in the current business landscape?

董明珠：创新，是品牌的灵魂。建设品牌强国，承载着中国由“制造大国”向“制造强国”转变的使命和梦想。品牌强国，不能依赖别人的技术，这也是格力电器多年来一直坚持走自主创新道路的原因。我们认为，要真正成为一个优秀的品牌，必须是引领者，而不是跟随者，自主创新才是王道。

Dong Mingzhu: Innovation is the soul of a brand. Chinese brands carry the mission of turning China into a world manufacturing power. This mission can never be accomplished by dint of reliance on other countries’ technology. That’s why Gree has stuck to independent innovation over the years. We believe that to become a great brand, we must be a leader, not a follower. And we also believe that independent innovation is the formula for success.

“科技兴则国家兴，创新强则民族强。”是对技术创新者的勉励，也是对中国品牌的鼓励。“危”与“机”并存，是中国品牌锤炼韧性、提升“硬核度”的好机会。

Technological innovation is a surefire route to national prosperity, which encourages both innovators and Chinese brands. Though opportunities and threats coexist, Chinese brands are presented with a great chance to build resilience and enhance core competencies.

十八大以来，我们国家高度重视自主品牌建设，明确提出要推动“中国产品向中国品牌转变”，并设立“中国品牌日”，帮助自主品牌获得更多的曝光度和知名度，提升竞争力和发展力，打造品牌格局，培养更多“百年企业”。但是，塑造品牌格局更需要强劲的实力作为支撑，这对企业的创新、质量、诚信、社会责任等提出了更高的要求。

Since the 18th National Congress, China has been attaching great importance to the development of independent brands. It proposed to promote “the transformation of Chinese products into Chinese brands”, and set up the “China Brand Day” to help independent brands gain more visibility, enhance competitiveness and gather momentum, thus fostering more “century-old brands.” However, branding must be supported by business strength, which places higher requirements for innovation, quality, integrity, and social responsibility.

自主创新是中国品牌走出去的关键，也是中国产业向高端化转型的重要一步。仅仅依靠购买、引进技术获得发展，无异于将“命脉”拱手让人，生存尚存风险，品牌的树立更无从谈起。只有加强创新，真正让产品具备核心竞争力，才能锻造品牌张力。另一方面，质量是品牌获得尊重的基础。此外我们还要讲诚信，诚信经营才是真正对消费者负责，才能真正实现共建、共享、共创、共赢。

Independent innovation is the key for Chinese brands to go global, and it is also an important step in China’s industrial transformation. Relying on technology import is tantamount to giving our “lifeline” up to others. In this case, companies may not be able to survive, let alone build brands. Only by creating truly competitive products through innovation, can we build a brand with global appeal. In addition, a respectable brand must be built on quality and integrity. Being responsible for consumers is the only way for us to achieve common development and win-win results.

*本文涉及的相关数据统计时间截至2021年9月 （the statistical time of the relevant data involved in this article is as of September 2021）

"Record those who has made remarkable contributions to Intellectual Property"

（原标题：《知产人物 IP PEOPLE》对话董明珠：创新，是品牌的灵魂）

来源：IPRdaily中文网（iprdaily.cn）

编辑：IPRdaily王颖          校对：IPRdaily纵横君

注：原文链接：《知产人物 IP PEOPLE》对话董明珠：创新，是品牌的灵魂（点击标题查看原文）

「关于IPRdaily」

IPRdaily是全球领先的知识产权综合信息服务提供商，致力于连接全球知识产权与科技创新人才。汇聚了来自于中国、美国、欧洲、俄罗斯、以色列、澳大利亚、新加坡、日本、韩国等15个国家和地区的高科技公司及成长型科技企业的管理者及科技研发或知识产权负责人，还有来自政府、律师及代理事务所、研发或服务机构的全球近100万用户（国内70余万+海外近30万），2019年全年全网页面浏览量已经突破过亿次传播。

（英文官网：iprdaily.com  中文官网：iprdaily.cn） 

本文来自IPRdaily中文网（iprdaily.cn）并经IPRdaily.cn中文网编辑。转载此文章须经权利人同意，并附上出处与作者信息。文章不代表IPRdaily.cn立场，如若转载，请注明出处：“http://www.iprdaily.cn