Maotai: "Guo" trademark can not be given

The word of propaganda for the "national wine" of Kweichow Moutai was not new, but in fact, the trademark "national wine" Maotai did not win. However, the situation seems to have changed somewhat recently. The "national liquor Maotai" trademark applied for by Kweichow Moutai has passed the preliminary review of the State Administration for Industry and Commerce. If there is no objection or the opposition is invalid during the three-month announcement period, Maotai will "transform" into a legal sense country. Wine is also the first product in China that may have the “National + Common Name” trademark.

Maybe someone wonders why for a long time the “Guo” trademark has no merchants to apply for success, why do they say that “The 'national' trademark cannot be granted?” The following small series will be answered for everyone.

Why does the "National + Common Name" trademark never exist?

Because the new regulations of the State Administration for Industry and Commerce on July 28, 2010, "The review criteria for trials with "China" and the word "Guo" as the "Critical Review Standard" clearly stipulates that: "For the "National + Trademark Designated Product Name" as a trademark If the application or the trademark contains "a country + trademark designation product name", it shall be rejected on the ground that it constitutes "exaggeration of propaganda and is deceptive," "lack of distinctive features," and "has a bad influence."" , Kweichow Moutai applied for the "national liquor Moutai" trademark nine times and was rejected.

Why can't the "national" trademark be given?

First of all, once the "national wine Maotai" trademark application for the first "national + common name" has been approved, a precedent is opened, not only is it directly suspected of illegality, but it will also create further chain effects and create potentially endless problems - Are manufacturers in other fields, such as cigarettes and medicines, also following the footsteps of liquor companies and competing to apply for trademarks such as “national tobacco” and “national medicine” and eventually causing a flood of similar trademarks? As a result, the solemn authority of national laws such as the "Trademark Law" is difficult to maintain, and the dignity of the "nation" title inherent in the "nation" prefix itself has lost its significance.

Secondly, the "national" trademark can easily make the company take shortcuts in the competition. As a public authority, the SAIC’s basic obligation is to maintain a fair and just market environment. The "national" trademark will convey to the public that this enterprise is superior or superior in quality, making the competitiveness of the product greatly enhanced. This action will inject too much administrative intervention into the originally fair market environment and disrupt the fair and just competitive environment.

Finally, the "national" trademark makes the goods not only represent the company, but also affect the country's image. Once the company’s product or reputation is in trouble, it is not just the company that is hurt, but it is also the national image. This must be careful!