Does Jingdong Apply For "618" Trademark "618" To Become The Nightmare Of Electric Business People?

In the early days

Enterprises are still fighting for marketing at the front line.

The trademark "618" has been quietly applied, and the trademark strategy has begun to be laid in the rear.

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"

Jingdong's first application for registration, 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 was exposed.

The group has successfully registered the "double eleven" trademark and prohibited the use of the trademark notice from other electronic business platforms except 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?

According to the enquiry, 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 so on. The advertising related thirty-fifth categories, communication related thirty-eighth categories, and logistics distribution related thirty-eighth categories are all crucial service categories to the electricity supplier enterprises. This means that once the Jingdong registration is successful, other e-commerce providers will no longer be able to continue to use the word "thirty-eighth" to carry out promotional activities.

However, Jingdong Liu Qiangdong had publicly expressed that the registered trademark was in order to defend the malignant infringement, and would not use the "618" trademark to threaten and seal other e-commerce. However, it had to express suspicion. However, no matter the big business in order not to allow the Jingdong to make a profit alone, he had paid a huge amount of time and effort to make "618" as a "double eleven" online shopping promotion brand, and would willingly put the "618" hands on the Jingdong, so that other e-commerce enterprises "borrow Dongfeng" freely to use?

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, as early as 2013, Jingdong had already begun to plan for the layout of the "618" trademark strategy, but so far, no relevant trademark applications have been registered successfully through the Trademark Office audit. 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. Whether the "618" series of trademarks can successfully fall into the Jingdong 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".

Finally, it also reminds the vast number of electricity providers that in the daily 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. We must guard against the vortex of trademark infringement, which will adversely affect the future and future of enterprises.