The sentence "mountains and rivers are broken" has shattered the filter of how many people have selected "cultural people" in the East.
On June 22, Dongfang Selection walked into Dong Village, Zhaoxing, Guizhou, wanting to find the pulse of Guizhou and appreciate the local customs with tourists, but unexpectedly, because of the anchor's sentence "broken mountains and rivers" to describe the landform of Guizhou, coupled with the ridicule of high temperature and spiders, this cultural tourism promotion has become a "reverse operation" to persuade tourists.
Subsequently, the news of "Guizhou Cultural Tourism deleted all videos related to Oriental Selection" rushed to the hot search on Weibo, and Oriental Selection stood on the cusp of public opinion.
On the 29th, the anchor of Dongfang Selection involved issued an apology for "describing the terrain of Guizhou with broken mountains and rivers". He said, "When talking about the terrain in the live broadcast, I used this word casually, without thinking much about it at all, and there was no 'ulterior motives' or 'deliberate'. He said he apologized to the public for the distress caused to many people by the inappropriate use of words and the lack of precision.
But the public opinion around Dongfang Selection is far from over: someone broke the news that Dongfang Selection had offered a 7-figure publicity fee to Guizhou, which caused heated discussions.
The relevant news described: "Since last year, the governor of Guizhou, who is in charge of cultural tourism, personally led a team to Beijing to invite the team to come to Guizhou again to do cultural tourism promotion, and quoted a seven-figure publicity fee to Guizhou in the name of his counterpart with Hui." ”
After the news fermented, Dongfang Selection immediately refuted the rumors and clarified.
Since June, affected by various negative turmoil, the Oriental Selection account has lost 300,000 fans in January, the company's stock price has fallen by more than 30%, and sales have declined.
The "messy" Oriental Selection (Yu Minhong once bluntly said that "Oriental Selection is also doing a mess now"), in addition to dealing with various online public opinions, he also has to take his hand to deal with the rejection of the reexamination of the 24th class of "Oriental Selection" trademarks.
Recently, the website of the Trademark Office of the State Intellectual Property Office issued a decision on the rejection review of the No. 66532036 "Oriental Selection" trademark, which shows that the No. 66532036 "Oriental Selection" trademark is rejected because it constitutes a similar trademark used on the same or similar goods because it constitutes a similar trademark used on the same or similar goods because it constitutes a similar trademark with the previously registered No. 66428054 "Oriental Selection" trademark.
According to the intellectual property information, the No. 66428054 "Oriental Paper Selection" trademark was applied for registration by Zhongshun Jierou Paper Co., Ltd. on August 5, 2022, and was designated for use in "textile fabrics; non-woven fabrics; textile tapestries; Felt; Textile face towels" and other Class 24 goods, August 14, 2023 registration announcement.
"Oriental Selection" met "Oriental Paper Selection" and was rejected? Oriental Selection: It's too difficult......
Trademark similarity has become a major obstacle to trademark rejection. By the end of 2023, the number of valid trademark registrations in mainland China has reached 46.146 million, and such a huge number also increases the difficulty of obtaining the right to subsequent trademarks.
We recommend that enterprises choose a more diversified portfolio strategy when planning their trademark layout. After the trademark registration application is rejected, the applicant may seek relief through the rejection review if the conditions are met. If the trademark rejection review fails, it can also be comprehensively considered whether to continue to fight for the trademark. If the trademark is of great importance to the enterprise, it can also take the route of administrative litigation for follow-up relief.
In the process of administrative litigation, it can be carried out through strategies such as opposition, invalidation, and revocation, and the strategies that need to be adopted are different for different reasons for trademark rejection. In conclusion, trademark registration is a rigorous and complex process, which requires a careful understanding of the requirements and milestones at each stage, and cooperation with a professional IP agency to ensure the success and legitimacy of trademark registration.
Image source: China Trademark Network and Internet The copyright belongs to the original author