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In December 1948, Comrade Mao Zedong inscribed the Xinhua Bookstore in Xibaipo, Pingshan County, Hebei Province, which is still in use today. After more than 10 years of hard work, the Xinhua Bookstore service trademark registered by the China Xinhua Bookstore Association was recently recognized as a well-known trademark in China by the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce. Why does "Xinhua Bookstore", a "time-honored brand" with a glorious history of 70 years, still need to be recognized as a well-known trademark? How did she go through the process of being recognized as a well-known trademark?

The origin of Xinhua Bookstore’s trademark registration dates back to 1993. At that time, incidents occurred in Guangdong, Jiangxi, Fujian, Hubei, Liaoning, Beijing and other places where individual bookstores posted "Xinhua Bookstore" signs and illegally sold pirated books and illegal publications in the name of Xinhua Bookstore. Xinhua Bookstores in Yunnan, Hainan and other places have also sent letters stating that the local industrial and commercial administration departments have no legal basis to stop the above-mentioned infringements.

For this reason, Xinhua Bookstore Headquarters specially reported this issue to the Press and Publication Administration. After the leaders of the Administration studied and decided, the Xinhua Bookstore Headquarters was entrusted to represent the national Xinhua Bookstore system with the "Xinhua Bookstore" store sign in Mao Zedong's handwriting. As a logo, apply for "Xinhua Bookstore" service trademark registration at the Trademark Office of the State Administration for Industry and Commerce (hereinafter referred to as the State Trademark Office).

When I initially applied for registration, the response I received was that the logo could not be registered as a trademark. The reason is that the word "bookstore" is a business name and is not within the scope of registration, and the word "Xinhua" has been registered before, so the registration in 1995 was unsuccessful.

"Provocation" by squatting trademark registration

In October 1996, a Chinese-American came to the Xinhua Bookstore main store and claimed that he had registered the "Xinhua Bookstore" trademark in the United States. Expressed the hope to seek cooperation with the head office, or operate jointly in the form of a joint-stock system, or have the head office fund the acquisition of its trademark registration in the United States. The reply from the head office at that time was that, first, whether to cooperate would depend on the instructions of the Press and Publication Administration; second, Mao Ti’s “Xinhua Bookstore” sign is an intangible asset of the Xinhua Bookstore system, and only Xinhua Bookstore in mainland China has the right to use it, and Xinhua Bookstore The head office has the right to register, and others do not have the right to register this trademark overseas.

At the same time, a domestic foreign-related patent and trademark agency informed the head office that it received a letter from an American trademark search company. On August 13, 1996, someone used Chinese in Mao, Kaili and Hanyu Pinyin. and English fonts have been registered with the U.S. federal government as the "Xinhua Bookstore" trademark. The trademark agency took into account the special nature of the "Xinhua Bookstore" trademark and its influence abroad, and asked the head office to treat it with caution (later verified by the head office, the trademark registrant in the United States was an American who came to the head office to discuss the repurchase of the trademark Chinese).

Full appeal from publishing seniors

After that, the Press and Publication Administration clearly instructed that the Xinhua Bookstore Head Office should represent the entire industry and overcome all difficulties to first successfully register the "Xinhua Bookstore" trademark in China. Then register overseas, especially in countries and regions where Chinese people live intensively.

1997 was the 60th anniversary of the founding of Xinhua Bookstore. According to the instructions of the Press and Publication Administration on trademark registration, the head office entrusted the China Trademark and Patent Office to apply for the trademark registration of "Xinhua Bookstore" to the State Trademark Office. Apply. However, this application was rejected again by the State Trademark Office for the same reasons as in the 1995 reply. Therefore, the head office turned to seek support from the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce (hereinafter referred to as the Trademark Review and Adjudication Board), the arbitration institution for trademark registration. The head office prepared a large amount of written materials, introduced the history of Xinhua Bookstore in detail, fully stated the reasons for registering the "Xinhua Bookstore" trademark, and asked the Trademark Review and Adjudication Board to support the registration of the "Xinhua Bookstore" trademark based on the particularity of the Xinhua Bookstore industry. After studying the application materials, the Trademark Review and Adjudication Board went to the Xinhua Bookstore Head Office several times to learn about the situation and organized special seminars.

At the same time, many veterans in the publishing industry have also used different channels to call for registration protection for "Xinhua Bookstore", a state-owned intangible asset and famous brand.

At that time, Liu Gao, Wang Yi and other senior leaders in the publishing industry launched a joint proposal at the CPPCC meeting, calling for attention to the trademark registration of "Xinhua Bookstore" to protect this well-known brand from infringement.

Successful registration and another victory

Based on the 60-year glorious and long history of Xinhua Bookstore, taking into account the particularity of the Xinhua Bookstore industry, especially the Mao-style "Xinhua Bookstore" font in overseas With internal and external influence, the Trademark Review and Adjudication Board made the final decision to register the "Xinhua Bookstore" trademark. The State Trademark Office finally accepted and announced the registration of Class 35 and Class 39 service trademarks of Xinhua Bookstore. After the expiration of the announcement period, the registration of the "Xinhua Bookstore" trademark was approved in January 1998 and November 1998 respectively. After the China Xinhua Bookstore Association was established in 2003, the Xinhua Bookstore Head Office transferred all the registration and holding rights of the "Xinhua Bookstore" trademark to the association free of charge. The association also registered Class 16 and Class 41 "Xinhua Bookstore" with the National Trademark Office. trademark.

With the increase in the popularity of the "Xinhua Bookstore" trademark, and in order to further increase the protection of the "Xinhua Bookstore" trademark, the China Xinhua Bookstore Association President's Office Meeting decided to issue a trademark to the trademark in August 2006 The review committee submitted an application for recognition of a well-known trademark for "Xinhua Bookstore". After reviewing a large amount of written evidence prepared by the Xinhua Bookstore Association, the Trademark Review and Adjudication Board determined in August 2007 that the trademark "Xinhua Bookstore" was a trademark in accordance with Article 14 of the Trademark Law of the People's Republic of China. Well-known trademark in China.

In accordance with the spirit of the instructions of the General Administration of Press and Publication, in order to comprehensively strengthen the overseas protection of the "Xinhua Bookstore" trademark, the China Xinhua Bookstore Association hired the China Trademark and Patent Law Firm in May 2006 to act as an agent in 22 countries Apply to register the "Xinhua Bookstore" trademark. These 22 countries are: Australia, Japan, South Korea, Vietnam, Singapore, the United Kingdom, the United States, Austria, Belgium, the Netherlands, Luxembourg, France, Germany, Italy, Mongolia, Poland, Portugal, Romania, Russia, Spain, Switzerland, and Ukraine. At present, China Xinhua Bookstore Association has obtained the registration certificate from the Madrid International Registration Office of the World Intellectual Property Organization.

At this point, Xinhua Bookstore, a golden sign and an important state-owned cultural brand, has been fully protected at home and abroad.

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