欧盟给手工艺品发「产地证」：一张标要过哪些关

▍一、为什么要把地名变成权利

地理标志保护的不是一件东西，是一件东西和一个地方之间的关系。据欧盟委员会的说明，凡是其品质或声誉本质上与产地相关联的产品名称，都可以纳入这套体系。手工艺品恰好符合这个定义：材料、水系、师承、工具，都长在具体的土地上。

委员会在公报中列举了可能受益的例子：波西米亚玻璃、穆拉诺玻璃、利摩日瓷器、多尼戈尔粗花呢、索林根刀具、博莱斯瓦维茨陶器、卡拉拉大理石、马德拉刺绣。

展陈柜里按产地分区的手工艺器物，每格配一张产地说明卡

▍二、一张标要过两道关

据 EUIPO 说明，这套体系采用两阶段注册：生产者先向成员国指定主管机关提交申请，由成员国完成评估；通过后送 EUIPO 在欧盟层面审查。审查通过后获得的是覆盖全欧盟的单一权利。

与农产品体系一样，注册者可以使用「受保护地理标志」的官方标识。这一权利没有期限，无需续展。成员国此前已有的本国手工艺地理标志，需在适用后一年内向欧盟委员会与 EUIPO 通报，方能转为欧盟层面的权利。

▍三、给中国手艺的三点参照

对照来看，有三点值得留意。头一点是分层：欧盟对农产品分原产地名称与地理标志两档，对工艺品的这套新规则则要求品质或声誉与产地存在本质关联，门槛写在文件里，留给解释的空间很小。

第二点是注册与监管分开：注册由知识产权机构负责，市场抽查则由公共机关执行，线上线下都要查，包括域名。这两件事交给不同主体做，避免既当裁判又当运动员。

手工艺与工业产品地理标志在欧盟获得单一注册后，覆盖全部成员国，权利无期限、无需续展。（据欧盟委员会 2023 年 11 月 16 日新闻公报与欧盟知识产权局说明）

第三点是给第三国留了口子：据委员会说明，非欧盟生产者的知名手工艺产品，只要符合欧盟要求，同样可以依这套规则寻求保护。这条对做出海的中国手艺人是实打实的机会。

在国内，产区的另一套口径是专业镇：据晋中市人民政府门户网站公开信息，晋中在「十五五」部署中把平遥推光漆器列入省级专业镇提质工程。地理标志保护产品在获批时，会把产地范围明确写进公告，限定到具体的县级行政区。地名一旦成为可主张的权利，产地之争就有了裁决的依据。

▍四、制度能做什么，不能做什么

需要说清楚的是，地理标志解决的是「这个名字该谁用」，解决不了「这件东西做得好不好」。制度能挡住冒名者，挡不住粗制滥造。它守的是入口，不是水准。

对手艺人来说，这恰恰是值得参与的理由：把地名守住，至少让认真做的人不用替别人背锅。

▍问答

问 ｜ 欧盟这套手工艺地理标志从什么时候开始能申请

答 ｜ 据欧盟委员会 2023 年 11 月 16 日公报与欧盟知识产权局说明，《欧盟 2023/2411 号条例》2023 年 11 月 16 日生效，2025 年 12 月 1 日起正式适用，首次申请自该日起可提交；注册由欧盟知识产权局管理，分成员国评估与欧盟审查两个阶段。

问 ｜ 中国的地理标志和欧盟这套是一回事吗

答 ｜ 思路相近，规则不同。两者都把产品名称与产地品质挂钩，但主管部门、注册程序、保护范围与互认安排各有规定。跨境经营时，两地分别依各自制度申请；具体以主管部门公布的规则为准。

问 ｜ 韵和鸣做非遗出海，跟普通外贸差在哪

答 ｜ 韵和鸣有成熟的跨境链条，产品出口欧美、日韩、新加坡等市场，同时帮匠人处理材质说明、标签与合规这些琐事，也做多语言直播把来路讲清楚。器物由匠人署名，出海只负责把路铺平。

▍说在最后

把地名做成权利，是把「这里出的」从一句广告变成一条可援引的规矩。这一步别人走了三十年，我们正在走。

📩 非遗项目 ｜ 匠人举荐 ｜ 跨境出海 ｜ 线下联营

欢迎留言或后台联系，我们与匠人同行。

—— 韵和鸣 · 与匠人同行

〖 寰 〗

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English

A geographical indication protects not an object but the relationship between an object and a place. Per the Commission's explanation, names whose qualities or reputation are essentially linked to their area of production may enter the system. Handicrafts fit this definition precisely: materials, water systems, lineages of teaching and tools all grow in a particular place.

The Commission's release lists possible beneficiaries: Bohemian glass, Murano glass, Limoges porcelain, Donegal tweed, Solingen cutlery, Boleslawiec pottery, Carrara marble and Madeira embroidery.

Handicraft objects displayed by place of origin, each case carrying a card naming the origin

According to EUIPO, the system uses two-phase registration: producers first file with the designated authority of a member state, which carries out the evaluation; successful applications then go to EUIPO for examination at EU level. Registration grants a single right covering the whole EU.

As with the agricultural scheme, registered producers may use the official "protected geographical indication" symbol. The right has no time limit and requires no renewal. National craft geographical indications existing beforehand must be notified to the Commission and EUIPO within a year of application in order to convert into EU-level rights.

Three Points of Reference for Chinese Craft

Three points stand out in comparison. The first is layering: the EU separates designation of origin from geographical indication for farm products, while for crafts the new rules require that quality or reputation be essentially linked to the place, with the threshold written into the text rather than left to interpretation.

The second is separating registration from enforcement: registration sits with the intellectual property office while market checks are carried out by public authorities, online and offline, domain names included. Assigning the two to different bodies keeps judge and player apart.

E> Once registered, a geographical indication for craft and industrial products covers all member states, with a right of unlimited duration requiring no renewal.

The third is that a door is left open for third countries: per the Commission, well-known craft products from non-EU producers may also seek protection under these rules provided they meet EU requirements. For Chinese makers going abroad this is a concrete opportunity.

At home, a parallel instrument exists in specialised towns: according to information published on the Jinzhong municipal government portal, Jinzhong's 15th Five-Year deployment places Pingyao polished lacquerware in the quality programme for provincial specialised towns. A corresponding system exists at home. When geographical indication product protection is granted, the production area is written explicitly into the announcement, limited to specific county-level administrative regions. Once a place name becomes a claimable right, disputes over origin have a basis for resolution.

To be clear, a geographical indication settles who may use a name, not whether an object is well made. It blocks those who borrow a name, not those who make shoddy work. It guards the entrance, not the standard.

For makers, that is precisely the reason to take part: holding the place name steady at least means those who work seriously need not carry the blame for others.

From when can applications be filed under the EU craft geographical indication scheme?

According to the Commission's release of 16 November 2023 and EUIPO material, Regulation (EU) 2023/2411 entered into force on 16 November 2023 and applies from 1 December 2025, with first applications accepted from that date; registration is administered by EUIPO in two phases, national evaluation followed by EU examination.

Is China's geographical indication system the same as the EU's?

The thinking is similar, the rules differ. Both tie a product name to the qualities of its place of origin, yet competent authorities, procedures, scope of protection and mutual recognition arrangements each follow their own rules. For cross-border business, applications are filed separately under each system, following the rules published by the competent authority.

How does YUNHEMING's heritage export differ from ordinary foreign trade?

YUNHEMING has a mature cross-border chain, exporting to markets in Europe, America, Japan, Korea and Singapore, while handling material declarations, labelling and compliance for makers and running multilingual livestreams to explain provenance. The maker signs the object; going abroad is simply a matter of laying the road.

Turning a place name into a right changes "made here" from an advertising line into a rule that can be invoked. Others have walked this road for thirty years; we are walking it now.

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