Recently, Dongfang Selection has become a hot topic among netizens due to a small composition turmoil. Although Dongfang Selection CEO Sun Dongxu and Dong Yuhui responded, netizens did not agree with this. On December 11, Dongfang Selection*** exceeded 7%, and nearly 1 million fans were lost. This situation provides an opportunity for competitor Gaotu, many netizens called on Gaotu to poach people, and Gaotu responded that Yuhui is not for digging, but for love!
A check of the State Intellectual Property Office** found that the trademark "Dong Yuhui" has been applied for registration by many parties, including Oriental Optimal (Beijing) Technology, a company in Shanghai, and a number of natural persons. These applications cover a variety of categories such as food, clothing, bags, advertising sales, etc. However, only a number of "Dong Yuhui" trademarks of Dongfang Preferred Company have been approved for registration, and the rest of the trademark applications have been rejected and are invalid.
It is worth noting that as early as July 2022, Dong Yuhui became popular for "bilingual delivery". Since then, New Eastern has registered Dong Yuhui's portrait trademark. In addition to Dong Yuhui, New Oriental has also registered the portrait trademarks of many anchors, including "Sun Jiaqi", "Sun Chuhan" and others. These trademarks cover a number of international classifications such as education and entertainment, advertising and sales, agriculture and forestry fresh food, office supplies, etc.
As a listed company, trademark registration is essential to protect the brand image and maintain intellectual property rights. In principle, trademark registration follows the "first-to-file principle", so the earlier it is registered, the higher the success rate. This incident reminds other business operators to deploy their own trademarks in a timely manner to prevent them from being preemptively registered by others. Building an IP defense shield that integrates trademarks, patents, and copyrights is an effective strategy.
In the Internet era, the phenomenon of trademark squatting is becoming more and more intense, and the speed of information transmission is fast. Therefore, registering a trademark in advance is a necessary means for enterprises to cope with risks and protect their brands. If a brand considers registering a trademark after it has launched the market, it may miss out on the exclusive right and the initial investment in the brand may be in vain. A trademark is an important asset for a business, and not registering it in advance means losing control of the brand.
Dongfang selected Dong Yuhui