Liquor trademarks blew up the "martial arts" just to "stand in advance"?

　　"Swordsman", "Eastern Unbeaten", "Sunflower Treasure"... these names in Jin Yong's martial arts might one day appear in the trademarks of all kinds of alcoholic beverages.

　　The Red Star Capital Bureau noticed that China Resources Snow Beer (China) Co., Ltd. (00291.HK) applied for more than 20 trademarks in total on August 10. Among them, "Eastern Unbeaten", "Hop Palace", and "Hop Flower Collection" appeared. "Wait for the name.

　　In fact, this is not uncommon. Kweichow Moutai Co., Ltd. (600519.SH) has already successfully registered the "Swordsman" trademark.

　　In this regard, some people in the industry believe that in the short term, it is unlikely that the trademarks applied for above will be put into operation. Perhaps it is due to "preemption" for the gaps that may appear in some market segments.

　　Tianyancha APP shows that Snow Beer (China) Co., Ltd. (hereinafter referred to as "Snow Beer") applied for more than 20 trademarks on August 10.

　　Among the names of these trademarks, in addition to "the unbeatable son" and "Laojun Taishang", they also include "Oriental Unbeaten", "Hop Flower Palace", "Hop Flower Collection", "Beat Dog Stick" and so on.

Among them, the registration number of "Oriental Unbeaten" is "58365765", the registration number of "Hop Flower Palace" is "58361768", and the registration number of "Hop Flower Collection" is "58351417", and their international classifications are both "32-Beer Beverages" ".

　　The above information has also been confirmed on the official website of the Trademark Office of the State Intellectual Property Office.

However, the Red Star Capital Bureau inquired on the official website of the Trademark Office and found that the trademarks such as "Eastern Unbeaten" applied by Snow Beer this time displayed the words "this trademark is waiting to be accepted and detailed information cannot be searched temporarily".

　　In addition to Snow Beer, the Red Star Capital Bureau found that Kweichow Moutai Co., Ltd. (hereinafter referred to as "Kweichow Moutai") had applied for the "Swordsman" trademark as early as 1996, and was successfully registered in 1997. The international classification is " 33-Liquor", its exclusive right period is from 2017 to 2027.

　　On December 18, 2020, Kweichow Moutai once again applied for the "Swordsman" trademark, the registration number is "52305490", the international classification is "33-wine", and it is currently in the "waiting for substantive examination" stage.

The agency is Beijing Wanhuida Intellectual Property Agency Co., Ltd.

　　The Red Star Capital Bureau noted that the trademark applied for by Kweichow Moutai this time is different from the trademark "Swordsman" that has been successfully registered.

　　After the Kweichow Moutai application was reported, some netizens ridiculed, "Did the descendants of Jin Yong agree?"

　　Expert Reviews:

　　It is unlikely that companies will operate these brands

　　So, why would Snow Beer and Kweichow Moutai use the names in Jin Yong's martial arts novels such as "Invincible in the East" and "Swordsman" to apply for trademarks?

　　In this regard, Cai Xuefei, an analyst in the liquor industry, believes that alcohol consumption in China is a kind of social consumption, which has certain cultural attributes, and is particularly closely related to traditional culture and traditional social interaction.

Some excellent names or names with their own topics and traffic are helpful to the marketing of wine companies.

　　Regarding Snow Beer’s trademark application this time, Cai Xuefei believes that in the short term, it is unlikely that it will operate these brands. It should just stand ahead of the gaps that may appear in some market segments.

　　According to Zhao Liangshan, senior partner of Shaanxi Hengda Law Firm and well-known public interest lawyer, You Yunting from Shanghai Dabang Law Firm, and Lu Qingqing, a lawyer from Sichuan Renhou Law Firm, whether the trademark applied for this time requires the consent of Jin Yong’s descendants. And whether it is suspected of infringement, it is necessary to determine whether the declared trademark infringes the prior rights of Jin Yong’s descendants.

Chengdu Commercial Daily-Red Star News Reporter Li Weiming and Li Chen