Author: Xiong Zhi
Starting from June 30, the National Wine Moutai officially changed its call for Moutai, Guizhou, and bid farewell to the use of national wine propaganda that has been used for many years.Open the website of Moutai Wine Co., Ltd., and there is no word of national wine on it. In order to successfully register the trademark of Guoshu Moutai, since September 2001, Maotai Group has submitted an application to the Trademark Bureau of the State Administration of Industry and Commerce. It can be said that it was defeated and repeatedly fought for 17 years.In May last year, after the National Trademark Review Commission did not register for the application for the reconsideration of the application, Moutai Group even complained to the Beijing Intellectual Property Court to the business judges and many opposed liquor companies.Disputes and waves are quite large.
In fact, after the self -business judges said no of Moutai's last application for reconsideration, the dispute between the national wine has been settled.Not to mention other liquor companies, and the general public's opposition to the trademark of the Moutai Moutai, the result of failure to register is already expected.But for a long time, Moutai's brand promotion and advertising marketing have always been under the signboard of national wine.
In fact, the trademark law clearly stipulates that if it is deceived, it is easy to make the public's misunderstanding of the quality of the commodity or the place of origin, and it shall not be used as a trademark.In particular, the trademark of the Chinese character has always had strict approval standards. The industrial and commercial departments also issued a special review and trial standards containing Chinese and first characters as the Chinese character trademark, and relevant application registration is strictly reviewed.Most pharmaceutical companies' trademark applications for Chinese medicine have been rejected.
Moutai Group mentioned in the past application reasons that national wine only refers to one of the typical representatives of Chinese liquor, and it has indeed won many national -level alcohol awards, even as shown in the movie battle wolf. Some representatives are representatives.Sexual symbolic significance.But for public opinion, these two words are easily understood as national, national quality recognition, and even the meaning of designated official wine.
The use of national wine Moutai is not allowed to avoid misleading consumers and avoid the outside world that Moutai's quality and grade are higher.Furthermore, letting state agencies endorses the brand of Moutai in disguise.
In addition, like Maotai has always been hungry marketing, the premium rate has soared, while the market is flooding, and it is difficult to buy real Moutai. It is not necessarily the same as that of national wine.Moutai, which has no national character to protect himself, is more affected by marketing and publicity, but losing the blessing of the name of the national wine can force Moutai to put more energy on improving the quality of the product.As the so -called wine is not afraid of the deep alleys, as long as the quality can continue to be guaranteed, consumers will continue to buy it.
Of course, the conclusion of Moutai Group's national wine comes to an end, which does not mean that there are no similar controversy in the white wine field.Some wine companies that previously opposed the trademark of Moutai, Moutai, and although they did not apply for registration like Maotai, they can still see frequent use of the national account in their marketing and publicity.For example, Luzhou Laojiao's strong incense country wine, the new national wine of Yanghe Dream Blue, and the red national wine of the Great Wall wine are all cases of rubbing the ball.
They did not get relevant trademarks, but they were promoted by the relevant national wine banner, which may also mislead consumers.After Moutai changing the door, the concept of national wine and the right to interpretation will be more intense. Similar to the brand marketing that is randomly relied on the national character, it also needs to be regulated in accordance with the relevant regulations of the advertising law. Source: Surging News
