When We Meet Each Other, We Will Meet The Balance Treasure.

After the successful launch of Alipay's "balance treasure" in June, Alipay's "P href=" http://www.91se91.com/news/index_c.asp "Ali" /a has launched an internet financial boom. Many Internet giants have plunged into the new blue ocean of the Internet field.

Recently, it has been reported that Shi Yuzhu's giant network has begun to test water Internet finance, and has submitted the "full treasure" trademark registration application to the State Trademark Office. At the same time, it has registered relevant domain names and official micro-blog, thus causing widespread speculation in the industry.

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< p > the author here does not explore the authenticity of the giant Internet test of Internet finance, but contends only for its application for registration of "full treasure" trademark.

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< p > < strong > risk > /strong > /p >

< p > the process of trademark registration can not be smooth. Because of the need for the State Trademark Office to examine and approve, any trademark registration will be faced with the risk of being rejected by the trademark office. It is only the risk of different sizes. At the same time, there is also a risk that the competitors and even the non competition will disagree with the hands.

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< p >, therefore, the "a href=" http://www.91se91.com of the giant network can be successfully registered, but it is still unknown at the moment, but its registration process may face greater risks.

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< p > first, it may face the risk of being dismissed.

As we all know, Alipay's "balance treasure" is launched earlier than the "full treasure" of the giant network. Let's not say whether the product area (goods or service categories) is the same or similar. From the brand name itself, how much difference will there be between "full treasure" and "balance treasure"? Is this difference enough to make the general consumers do not produce confusion and misidentification? No matter what constitutes the form of the trademark or the overall visual image, there is little difference between them. The only difference is only the first word of the trademark, while "Yu" and "Quan" are different in pronunciation, but the font is similar.

The overall distinction between the two trademarks is not obvious, which makes it easy for the relevant public to misunderstand the source of the goods or services.

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< p > look at the type of trademark. Although the database of the national trademark office can not retrieve the register of "balance treasure" and "full treasure" trademark, but according to the Internet characteristics of Alipay and giant network, its products will inevitably involve forty-second types of computer software programs. Therefore, the trademark of the two products will inevitably involve the category, which is likely to constitute the same or similar service category.

As to whether "full treasure" will involve thirty-sixth types of financial services, it still belongs to the trade secrets of giant networks. But if "full treasure" involves consumption and payment of online games, it will surely use the function of "electronic pfer", which belongs to thirty-sixth similar groups, and the "balance treasure" may still constitute the same or similar service category.

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< p > secondly, it will not exclude trademark objections from Alipay and other industry colleagues.

Even if the "full treasure" trademark has not been rejected by the trademark office as an approximation, it may also be challenged by Alipay and its colleagues to apply for the cancellation of its preliminary approval notice, resulting in the eventual failure to register the "full treasure".

After all, if there are both "full treasure" and "balance treasure" on the market, it may not be a good thing for Alipay and Ali group.

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< p > < strong > cause < /strong > < /p >.

< p > since the "full treasure" and "a href=" http://www.91se91.com > balance treasure < /a "are similar, why does giant network have to apply for registration of the trademark? It may be considered the following considerations.

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< p > one, borrowing power.

At present, Ali's "balance treasure" is in the limelight, which has aroused the close attention of the industry. At this time, the launch of "full treasure" will inevitably cause widespread concern of the industry and netizens. "Full treasure" will also go along with the "balance treasure", and the fame will increase.

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< p > 2, shortcut.

"Full treasure" itself is easy to remember, easy to promote, and is very consistent with the Internet nowadays popular "slightly cock silk" temperament naming way, close to Internet users without losing its logo.

For giant network, it has registered the "cock wire" trademark specially, and is very good at catching the public's eye, so it can be regarded as a shortcut to popularize its products or services.

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< p > Third, capital.

The Internet is "a href=" http://www.91se91.com/news/index_cj.asp "fund > /a" intensive industry. Whether it is expanding the scale or developing new industrial chain, it needs the injection of external capital, and venture capital institutions have always preferred the Internet industry.

By revealing its application for registering the "full treasure" trademark and its domain name, giant network can hint to the outside world that it actively seize the market opportunity for the new blue ocean business of the Internet finance, so as to carry out the strategic pformation of the company and take the road of diversification to attract venture capital or strategic investment.

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< p > < strong > substance > /strong > /p >

In addition to the above reasons, from a deep perspective, to some extent, the giant network applies for registration of "full treasure" brand. To a certain extent, it also reflects the slack of the brand in today's industry, which leads to the lack of new meaning of brand naming. Following the prevailing trend, there are many trademark series of similar styles on the market. The distinguishing feature of trademark is becoming more and more blurred, that is, the loss of trademark originality. P

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< p > for example, the success of Ali's "balance treasure" has brought great confidence to the related industries, and has launched similar products. Even the naming of products must bring "treasure".

If Zhong Lu fund launched "cash treasure", every day the fund network also launched the "demand treasure" in July 1st. Now, the giant network has launched the "full treasure" with only one word difference of "balance treasure".

The "boundaries" between the "treasure" are really hard for the public to distinguish, and the significance is not strong enough, let alone originality.

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< p > the fundamental purpose of trademark is to distinguish the source of goods or services, that is, to distinguish providers of goods or services.

The stronger the originality of trademark, the stronger its significance, and the more recognizable function it will be.

Ingenious trademarks are usually conjecture and have no real meaning.

Foreign countries such as SONY, Kodak, domestic products such as Haier, BYD and so on are all very original trademarks with strong identifiability.

However, if the descriptive words are used in trademarks, the significance is generally not strong. Although the widespread publicity and usage of the postnatal day is significant, its cost is extremely high and easy to be diluted.

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< p > < strong > root > /strong > /p >

< p > originality as the foundation of trademark saliency is the core meaning of trademark as a trademark. Any company that believes brand strength should attach importance to the originality of its brand or trademark.

But in practice, although many enterprises know and believe in the power of a brand, they are often reluctant to create a brand, and are willing to imitate or follow the existing first brand. Why? /p

< p > on the one hand, creating a brand is not a simple matter. Especially when creating a brand new and unique brand, it takes a lot of energy to think, plan, and consult materials in the early stage. In the later stage, it still needs to spend a lot of money to publicize and promote brand awareness.

On the other hand, in the era of fast changing business competition, it is obviously uneconomical and unattractive to run a brand for a few years to pursue profits faster and more.

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< p >, but can not directly use other people's brand.

The "two rights are mutually harmful to take lightly". At this time, it is inevitable to take the brand "shortcut" by imitating or following strategies and adopting the same or similar names or styles with others' prior brands.

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< p > < strong > limitation < /strong > < /p >.

< p > there is a view that it is extremely difficult to create a word trademark, especially a recognizable trademark, because the limited number of commonly used Chinese characters greatly limits the creation space of Chinese trademarks.

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I disagree with the point P, because its essence is to make excuses for losing its original trademark or brand.

According to statistics, in 1990, the Chinese dictionary, which was compiled by Xu Zhongshu, contained 54678 Chinese characters. The number of Chinese characters collected in 1994, such as cold ERON, was even more astonishing, as many as 85568. Recently, according to the Chinese character database published by Guoan Information Equipment Co., Ltd. in Beijing, 91251 Chinese characters were recorded, and 5000 commonly used Chinese characters were also recognized.

Why can such a number of Chinese characters limit the creation of Chinese trademarks? < /p >

< p > there are only 26 letters in the English alphabet, but hundreds of thousands of English words can be created.

How many characters can be created by commonly used Chinese characters? How many characters can be created? Even if the combination of single Chinese characters, two Chinese characters, three Chinese characters, and four Chinese characters is commonly used, the number of commonly used forms is amazing.

Moreover, trademark creation does not have to be in Chinese, and trademark in English is used as the brand of an enterprise. It can still be identified, for example, TCL, HTC, OPPO and other well-known enterprises all adopt English trademarks.

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< p > therefore, it is not the quantity of Chinese characters but the limitation of creative thinking that really restrices the originality of trademarks.

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< p > < strong > new idea < /strong > < /p >

In the era of mobile Internet, the speed and depth of information dissemination are accelerating and increasing. There are many marketing concepts and slogans such as hunger marketing, word of mouth marketing, fan marketing, micro-blog marketing, WeChat marketing, etc., and have created a number of rapidly rising domestic brands, such as millet, Jingdong, WeChat, Tmall, Youku, WeChat and so on.

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"P" obviously, this provides a possibility for the rapid growth of the brand. It can be said that this is a brand marketing "golden age" with low cost, quick results and wide audience.

Whether traditional enterprises or Internet enterprises, or mobile Internet companies, they do not need to imitate or follow the strategy in trademark or brand naming. They can take full advantage of new ideas, create new brands, open up < a href= "http://www.91se91.com/news/index_s.asp > market < /a > New Blue Ocean, and find the originality of trademarks.

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