Jingdong's First Application For Registration Of "618" Trademark Is Full Of Strength.

In the day-to-day operation and management of enterprises, we should strengthen the awareness of intellectual property rights, advance the strategic layout and management of trademark protection, establish a long-term trademark protection mechanism, take precautions against the possible trademark crisis, and consult with professional intellectual property organizations when necessary, and guard against the vortex of trademark infringement, which will adversely affect the future and future of enterprises.

As Ali successfully set up the "double eleven" as the first national online shopping carnival, Jingdong, as a strong rival, was also not to be outdone. The publicity campaign, channel development and marketing activities were trying to make the annual 618 anniversary day to become exclusive Jingdong Shopping Festival.

But then Tmall, Suning, Gome, shop 1, vip.com and a host of mainstream e-commerce platforms took the advantage of the big promotion of the year in June 18th. Online travel, medicine, car rental and other industries were also reluctant to ride the "618" big promotional activities. "618" has become the "Carnival" battlefield after the "double eleven".

"618" trademark was first applied for registration by Jingdong. After last year's famous "double eleven" trademark crisis, will "618" again become the nightmare of e-commerce providers?

I believe that many business enterprises still remember the "double eleven" trademark crisis in 2014.

In October 30, 2014, when the annual "double eleven" online shopping carnival was about to arrive, the media exposed the Alibaba group's successful registration of the "double eleven" trademark and prohibited the use of the trademark except for Tmall.

For a while, many netizens and media were heated up. The contents of the circular were even more alarming in the industry.

Now, the aftershocks of the "double eleven" trademark crisis have not yet disappeared. Are the business enterprises suffering from trademark abuse once again suffer the impact of "618" being snatch?

Enquiries revealed that Jingdong has applied for registration, including "618", "618", "618 shop celebration", "618 Carnival", "Lu Yiba" "618PARTYON", and a number of trademarks related to promotional activities in June 18th, covering ninth, thirty-fifth, thirty-sixth, 37, 38, 39, 41 categories and other categories of goods and services. Among them, thirty-fifth categories related to advertising, thirty-eighth categories related to communications, and thirty-eighth categories related to logistics and distribution are all important service categories for electric business enterprises. This means that once the Jingdong registration is successful, other e-commerce platforms will no longer be able to continue to use the word "thirty-eighth" to carry out promotional activities.

However, Jingdong bigwigs Liu Qiangdong once said publicly in an interview that the registered trademark is just for defending vicious infringement. It will not coerce or ban other electricity suppliers with the "618" trademark. However, Xiao know has to doubt that, and no matter how big the electricity supplier has been trying to prevent Jingdong from gaining profits alone, they have been beheading for 618 of the enemy's resistance. It has paid a lot of time and effort from Jingdong, and has spent a lot of money to make "618" the same name as "double eleven".

On the basis of the promotion of brand, Jingdong will willingly offer "618" both hands, so that other electric business enterprises can use the Dongfeng freely.

If Jingdong successfully registered the "618" trademark, if other Internet providers want to continue to use the "618" trademark for promotional activities, they should be authorized by Jingdong in law, otherwise they will be faced with tort risks and need to bear certain legal responsibilities.

However, the author found that although Jingdong had already begun to plan for the layout of the "618" trademark strategy as early as 2013, so far, it has not yet been related.

Through the successful registration of the Trademark Office, most of the "618" trademarks are still in the awaiting trial status. After the initial examination, most of the trademarks are rejected by the trademark office. Can the "618" series of trademarks be successfully dropped?

The bag is still unknown.

After experiencing the "double eleven" trademark crisis, more and more enterprises have begun to attach importance to trademark issues, and gradually established a comprehensive trademark early warning and protection mechanism.

Some enterprises discovered the "618" trademark layout of Jingdong in time, and made a quick response. They launched the initiative to attack, and put forward trademark objection to several "618" trademarks that entered the notice period of first trial, trying to block the trademark registration.

For other electric business enterprises, this can be regarded as a good way to protect their own interests.

For Jingdong, it is still a long way to go to completely privatize "618".