Beijing business daily (reporter Zhao Fengrui) on March 12, a reporter from Beijing business daily learned from the enterprise investigation that Sichuan Shuijingfang Co., Ltd. (hereinafter referred to as “Shuijingfang”) has newly added such trademark information as “peerless”, “Dajiang years” and “xingtianxia”, and the international classification involves liquor. Coincidentally, a reporter from Beijing Business Daily found that in March, five enterprises, including Luzhou Laojiao and Gujing gongjiu, had applied for the registration of new trademarks. In this regard, industry insiders said that trademark is an intangible asset, which is particularly important for liquor enterprises.
Beijing Business Daily reported that Luzhou Laojiao has added “Gaoguang” trademark information since March; Gujing gongjiu has applied for “Shanghai Tan” trademark again; Xifeng Liquor has applied for registration of “how lonely it would be if there were no descendants of this Phoenix dragon” trademark; Jinhui liquor has added “Jinhui” and “Jinhui guoniang” trademark. In addition, Shuijingfang applied for nearly 300 new trademarks in March. The trademark status of these wine enterprises is “trademark application”.
In this regard, Shuijingfang said that the newly applied trademark has been registered for a long time, and the second application is to make continuous maintenance according to the corresponding process, without special circumstances.
For liquor companies to get together to apply for trademark, Baijiu marketing expert Jin Yufeng told Beijing Business Daily reporter that liquor companies valued the application of trademark registration very normal. On the one hand, trademarks are intangible assets of enterprises, on the other hand, liquor companies need cultural marketing to create brand IP, so they must reserve a certain amount of trademarks. This can not only protect the existing brand equity, but also help to extend and develop new brand equity.
Beijing Business Daily found that most of the registered trademarks contain cultural elements, either used for corporate culture promotion or used to develop cultural brands. In the application of trademark for cultural marketing, we have to mention Maotai’s obsession with national liquor trademark. It is reported that from 2001 to 2018, Maotai launched a total of nine applications for “state-owned liquor Maotai”, which were not approved by the Trademark Office of the State Administration for Industry and commerce, and each application for a trademark caused opposition from many liquor companies such as Langjiu and Luzhou Laojiao. In June 2019, Maotai decided to suspend the trademark of “Guojiu Maotai”, and the dispute over the trademark of “Guojiu” was finally settled.
Before that, Gujing gongjiu had been questioned because it was the first to register the original pulp trademark. In 2016, Gujing gongjiu’s application for registration of the trademark “Niannian Yuanjiang” was approved by the State Trademark Office. As soon as the news came out, many liquor companies successively applied to the Trademark Review and Adjudication Board to declare the “Niannian Yuanjiang” invalid, but none of them was approved.
With the improvement of people’s awareness of intellectual property rights, more and more enterprises begin to purchase and register trademarks for their own products or services, and the battle for trademarks is inevitable. From 2015 to 2019, the dispute between Luoyang Dukang and Baishui Dukang over the trademark of “Dukang” took four years, and there were more than 40 related lawsuits, which ended with a public apology from one party to the other. In 2016, jiangxiaobai company, the distributor of jiangxiaobai products of Jiangjin distillery, applied for the registration of “jiangxiaobai” trademark, and the distillery and the distributor went to court for four years, after many lawsuits Finally, in 2020, the Trademark Review and Adjudication Board again made an invalid ruling on jiangxiaobai company.
In response, insiders said that a reasonable trademark registration helps to safeguard the interests of liquor companies, but inappropriate trademarks will make consumers feel wrong about the Baijiu, misleading consumers, and even harm the interests of other liquor companies, resulting in adverse effects and unfair competition.
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