Kweichow Moutai, which has always been known as the "national liquor", is being strongly questioned by many media about the "legitimacy" of this title.
On July 28, 2012, the Trademark Office of the State Administration for Industry and Commerce issued the latest regulations, regarding “product names designated by the National + Trademark” as trademark applications, or trademarks containing “product names designated by the National + Trademark” , which will be rejected on the grounds that it “constitutes exaggerated propaganda and is deceptive”, “lacks distinctive features” and “has adverse effects”. This has triggered a controversy over whether Moutai, the above-mentioned "national liquor", has not obtained an "official license" and whether Moutai can still claim to be "national liquor" in the future.
Liquor marketing expert Xiao Zhuqing said that this is a company’s desire that hurts the interests of an industry!
Xiao Zhuqing said that from a marketing point of view, Moutai’s purpose of doing this is to influence the high-end liquor. On the other hand, Moutai’s doing this has hit other high-end liquors of national brands.
Some people in the industry said that the purpose of Moutai's registration of the national brand trademark was to clean up the national brand products in the liquor industry and to raise the threshold of national liquor. On July 20, 2012, the "National Liquor Moutai" trademark applied by Kweichow Moutai has passed the preliminary review. There are 4 trademarks of "National Liquor Moutai", all of which belong to category 33. The application date is June 9, 2010. The trademark usage categories of the 4 registration numbers are: fruit wine (containing alcohol); bitters; wine; aperitif; cooking and extraction Products (liqueurs and spirits); wine (beverages); alcoholic liquids; alcoholic beverages (except beer); cooking wine; edible alcohol.
For the initially approved trademarks, 3 trademarks will be registered from the date of announcement. Within this month, anyone can file an objection.
The possibility of passing the final review is low.
“As a company, it is the company’s problem to apply for a registered trademark from the perspective of its own interests.” Tie Li, a well-known liquor marketing expert, said, "However, the national liquor Moutai trademark has only passed the preliminary review. It is expected that many companies will raise objections during the publicity period. There is still a process to whether it will be approved in the end. I personally estimate that the possibility of approval is very small." Kweichow Moutai, which has long been promoted as the "national liquor", has not actually obtained the "national liquor Moutai" trademark. Maotai Company has been sparing no effort in applying for more than ten years. As of October 20, 2012, the three-month public notice period for the preliminary review has finally ended. During the 3-month publicity period, various sectors of society submitted 95 objections to the registered trademark applications with 4 different patterns of "National Liquor Moutai", of which 93 were "pending review". Therefore, the process of trademark display online It is in "Change Objection".
Although the publicity period for the preliminary review has ended, according to the relevant procedures, it will still take about a year and a half to decide whether it will be passed. If any party files for reconsideration after the ruling, more time will be needed. If it goes to court, the final ruling will not be until 2017.