Recently, Dong Yuhui's small essay has attracted much attention. Subsequently, Dongfang Selection announced the removal of Sun Dongxu as CEO. On the afternoon of the 18th, Yu Minhong issued the "Notice on the Appointment of Dong Yuhui", appointing Dong Yuhui as the cultural assistant to the chairman of the board of directors of New Oriental Education and Technology Group, and concurrently the vice president of New Oriental Cultural Tourism Group. 
After 21 o'clock in the evening of the same day, Dong Yuhui returned to the Dongfang Selection live broadcast room to broadcast live with Yu Minhong in the same frame, and the number of fans of the Dongfang Selection Douyin account returned to 30 million. On the 18th, Hong Kong stocks **, Oriental Selection rose 219%, closing at HK$32 shares, the market value returned to HK$30 billion.
The popularity of Dongfang Selection has not diminished in the slightest after small compositions, but similar imitation accounts are endless. For example, the live broadcast of "Western Selection" on a certain music platform attracted millions of onlookers.
The Western selection of "millions** anchor looks like Dong Yuhui.
At 10 o'clock in the evening of the 17th, "Western Selection" started its first live broadcast, and the number of people in the live broadcast room once exceeded 40,000. According to the ** uploaded by @西臻选 , the short ** account named "Western Collection" not only has a similar name to Dongfang Selection, but the anchor is also somewhat similar to Dong Yuhui. The latest ** released in the early morning of the 18th said that "the first broadcast of nearly 1 million**", and said that the live broadcast would continue at 10 pm on the 18th. 
However, on the morning of the 18th, the account was suspected of being reported, saying that it was an infringement of goodwill and intellectual property rights, and asked to delete the ** that infringed intellectual property rights. At present, the Douyin account of Western Selection has been displayed abnormally, and the account name and avatar are no longer displayed.
In this regard,The person in charge of the "Western Selection" live broadcast room said that the account was taken offline by the Oriental Selection Election Report, and although the report said that there was a risk of infringement, he had checked that the Western Selection trademark had not been registered, and he did not think that there was any infringement. At present, it has applied for the trademark of the Western selection account, and it is expected to come down tomorrow. After 3 days of preparation for the start of the broadcast, the anchor was found temporarily, because the anchor looked very similar to (Dong Yuhui), and he thought of an idea temporarily. At present, live streaming will not be considered in the short term. 
After the "Western Selection" attracted widespread attention, a query of the Douyin platform found that similar IDs such as Southern Selection, Northern Selection, and Chinese Selection emerged in an endless stream. 
According to the enterprise investigation, up to now, there are a total of 5 "Western Selection" trademark application information. Among them, Hangzhou Leg Mover Network Technology Co., Ltd. has successively applied for 4 "Western Selection" trademarks in 2022 and 2023, of which the application category is Class 31 (the trademark of feed seeds (food (catering and accommodation) has been registered, and the application category of Class 30 (convenience food) The "Western Selection" trademark is under rejection review. In addition, the trademark "Western Selection" in Class 35 (Advertising Sales) applied for by Beijing Iridium Honglin*** in September 2022 is currently being rejected pending review.
In addition, the "Southern Selection" and "Northern Selection" have also been applied for registration. Up to now, there have been 27 "Southern Selection" trademark applications, of which the third class (daily chemical products) trademark applied by Xiamen Douyin Culture Media has been successfully registered, 18 applied trademarks have been invalidated, and 8 applied trademarks have been rejected pending review. None of the applicants found any relevant entities of New Oriental.
There have been 16 trademark applications for "Northern Selection", of which 3 are in the process of registration, 4 are invalid, and 9 are rejected pending review. None of the applicants found any relevant entities of New Oriental.
It is time to accelerate the layout of the "Oriental Selection" trademark.
Such a large number of cottages are mainly due to the obvious loopholes in the trademark layout of "Oriental Selection".
As early as July 2022, after Dong Yuhui became popular with "bilingual delivery", New Oriental has registered Dong Yuhui's portrait trademark. In addition to the most well-known Dong Yuhui, New Oriental has also applied for a number of anchor portrait trademarks. Including portraits of Dong Yuhui, Sun Jiaqi, Sun Chuhan and others. It is reported that the international classification of these trademarks includes education and entertainment, advertising and sales, agriculture and forestry fresh food, office supplies, etc. 
Dong Yuhui's name trademark has been applied for registered trademarks by many parties, including a company in Shanghai and a number of natural persons, involving food, clothing, bags, advertising and sales. However, only a number of "Dong Yuhui" trademarks applied by Dongfang Preferred Company have been approved for registration, and the rest of the trademark applications have been rejected and are invalid. 
However, according to the enterprise investigation, at present, New Oriental has applied for more than 100 "Oriental Selection" trademarks, but only 5 trademarks have issued preliminary examination announcements, 27 trademarks are being rejected pending review, and 68 trademarks are being rejected for review. Among them, the 5 applications for Class 35 (advertising sales) trademarks are currently under rejection review.
Since its launch, "Oriental Selection" has gained a high reputation and influence, and there may be more trademark squabbling in the future. However, at present, New Oriental's trademark moat is not perfect, and it is urgent to accelerate the trademark layout.
Many companies often focus on doing business and neglect trademark protection. Don't wait for the massive number of infringements to appear, and then put more experience on litigation and rights protection, which may be too late. --
* |The content is compiled from the editors of The Paper, Qichacha, Daily Economic News, etcBeijing Gaowo Intellectual Property (ID: gaowoip-com).