IP for her
In recent years, women's influence in social, economic and cultural fields has continued to grow and female consumer has increasingly become a key force driving global consumption growth. As the "She Economy" continues to thrive, the market has responded with a series of products designed to meet "her" demands and enhance "her" convenience.
From patented innovations that combine aesthetics with functionality, to trademarks that emphasize women's power and geographical indication (GI) products that promote female health, intellectual property (IP) has played an indispensable role in the female consumer market, witnessing the brilliant "her" power. On the occasion of the International Working Women's Day, Bilingual Weekly launches a special feature "IP for her", exploring the role of IP in the "She Economy" and inviting readers to discover the charm behind "her" influence.
Clothing is not only for pleasure, but also for woman's own spontaneity and comfort. With the rise of outdoor sports, women's demand for sports shoes and other sports apparel has grown significantly. However, some women's sports shoes on the market previously ignored the wider forefoot and narrower heel characteristics of women's feet compared to men's feet, which may cause damage to women's feet to a certain extent. To address this issue, many sports brands have launched products specifically tailored to women's feet, and have carried out technical research and development around insoles, heels, eyelets and other aspects and submitted related patent applications. These innovations provide good cushioning, stabilization, and protection to ensure a better running experience for female runners.
Lingerie is an important commodity for women's consumption, and its comfort relies on technological advancements in new materials and product manufacturing. Traditional lingerie often has drawbacks including heaviness and susceptibility to bacterial growth. To solve these issues, many brands have turned to innovative materials such as corn-based fiber, vertical cotton, and other environmentally friendly materials. They have also improved traditional techniques and produced a series of products with anti-yellowing and breathable advantages.
With the development of the times, women can fully show the beauty of their personality. Hair style is a key point of personal image, making hair tools represented by curling irons essential for women looking to achieve their desired look. Throughout products on the market, sleek design and original core technologies have become focal points for major brands. To meet female consumers' demand for damage-free styling, many brands have accelerated their IP efforts in low-temperature styling, heat insulation, and negative ion technology, effectively reducing frizz while keeping hair smooth and shiny.
Behind the new designs of lipstick tube and upgrading of patented technology and formulation process lie in many IP elements. In the 1920s, the patent application of the world's first rotating metal tube lipstick was submitted in the United States. Nowadays, square and round tubes, as well as other shaped lipsticks are widely available. In addition, major beauty brands improve their quality of lipsticks on color-fixing and color-locking, aging delay of lip, and UV protection through independent research and development for female consumer's better beauty experience.
In recent years, women have become more concerned about "eating healthy" rather than just "eating enough". Dietotherapy is a way to help women replenish energy and maintain overall well-being. Among these, GI products gain widespread recognition for their exceptional quality and rich nutritional value.
Figs are packed with essential nutrients, containing the plant progesterone that can help women regulate menstrual cycle, and enhance immunity. The GI product Rongcheng fig from Rongcheng City, Shandong Province is renowned for its thin skin and sweet filling. Local people match figs with a variety of ingredients to make fig porridge, fig jam and other products, making them particularly popular among female consumers.
Pueraria lobata, as a kind of plant with the same source of food and medicine, is of great significance to women in maintaining hormone balance and delaying aging. In China, Pueraria lobata is widely distributed, among which the GI product Zhongxiang Pueraria lobata powder is a specialty food of Zhongxiang City, Hubei Province. The city's pueraria lobata soups, buns and other delicacies are characterized by strong flavor, crystal-clear texture, and rich nutrition. （Produced by Eyes on Studio, Written by Xue Peiwen/Tian Yihui, Designed by Yao Lihui/Wang Zhenjie, Cartoons in this edition generated by AI）
近年来，女性在社会、经济、文化等领域影响力不断提升，女性消费者日益成为拉动全球消费增长的重要力量。随着“她经济”的不断升温，市场上产出了一系列应“她”之需、为“她”之便的商品。
从兼具美观与实用的专利产品，到彰显女性力量的商标品牌，再到改善女性健康的地理标志产品……在女性消费市场中，知识产权从未缺席，见证着熠熠生辉的“她力量”。在“三八”国际劳动妇女节到来之际，本期《双语周刊》推出“IP for her”特别策划，揭秘“她经济”背后的知识产权元素，带领读者一同领略“她风采”。
穿着，为了舒适
穿着不仅为悦人，更为女性自身的随性舒愉。近年来，随着户外运动的兴起，女性对运动鞋等运动服饰的购买需求日益旺盛。然而，此前市面上有些女性运动鞋忽略了女性和男性相比前掌更宽、后跟更窄的特性，在一定程度上会对女性的脚造成损伤。为了改变这一现状，不少运动鞋品牌推出了专门为女性脚部研发的产品，围绕鞋垫、鞋跟、鞋眼等多个方面开展了技术研发并提交了相应专利申请，为女性跑者提供了良好的缓震、稳定和防护效果。
内衣是女性群体消费的重要商品，其舒适度的提升离不开新材料研发、产品工艺等领域“黑科技”的支撑。针对传统内衣厚重、容易滋生细菌等痛点，不少品牌以新材料研发为抓手，开发出玉米基面料、立绵等环保材料，并着力改进传统内衣制作工艺，推出了一系列具备抗黄变、透气性强等优势的内衣产品。
消费，为了美丽
随着时代的发展，女性可以尽情展现个性之美。发型一直是塑造个人形象的关键因素，以卷发棒为代表的美发工具成为女性打造造型的得力助手。纵观市面上的产品，时尚的外观设计、原创的核心技术是各大品牌发力的重点。针对女性消费者对避免发质受损的需求，各大品牌在低温定型、隔热防烫、负离子技术等领域加快知识产权布局，有效避免毛躁现象的产生，在烫卷的同时让头发更加顺滑。
无论是新意频出的口红管外观设计，还是口红专利技术和配方工艺的迭代升级，都蕴藏着无数的知识产权元素。20世纪20年代，第一支旋转式金属管口红在美国提交专利申请。如今，方管、圆管，以及其他异形口红层出不穷。此外，为了进一步提升口红的品质，各大美妆品牌自主研发固色锁色、延缓唇部衰老、紫外线防护等技术，为女性消费者带来“美的体验”。
饮食，为了健康
近年来，相较于“吃饱”，女性更加关注“吃得健康”。食补是女性补充气血、增强体质的一种方式，其中地理标志产品以其优质的品质、丰富的营养受到广泛关注。
无花果是一种富含多种营养元素的水果，其中包含的植物黄体酮能够帮助女性调节月经周期、增强免疫力等。来自山东省荣成市的地理标志产品荣成无花果以皮薄、馅甜的特点而闻名，当地人将无花果与多种食材搭配，制作出无花果粥、无花果果酱等系列产品，受到女性消费者喜爱。
葛根作为一种药食同源的植物，对于女性维持激素平衡、延缓衰老具有重要意义。在中国，葛根分布广泛，其中地理标志产品钟祥葛粉是湖北省钟祥市的地方特色食品，用其制作而成的葛根汤、葛根包等美食具有味道浓郁、晶莹剔透、营养丰富等特点。（出品：言知工作室 文字：薛佩雯 田伊慧 设计：姚立辉 王镇杰 本版漫画由AI生成）
（文章来源：中国知识产权报原标题：“知”与她行）
（编辑：晏如 责任编辑：侯岭 审校：冯飞）
