The QR code of Gu Xiaojiu is on the lid of the box

The wine company Gu Xiaojiu was recognized for using the words "Gu Xiaojiu·Niu Qi Tian" in a product for the Year of the Ox. For infringement of the "Niu Qisheng Tian" registered trademark of Binzhou Yipin Tianxia Liquor Co., Ltd. (hereinafter referred to as "Yipin Tianxia"), the Sichuan Chengdu Market Supervision Department fined Gu Xiaojiu approximately 2.8355 million yuan.

In Gu Xiaojiu’s view, the use of “Niu Qi Soaring Wine” in “Gu Xiaojiu·Niu Qi Soaring Wine” is to express blessings and does not constitute trademark infringement. It believes that it has encountered a “porcelain-style rights protection”. However, Feng Fei, the legal representative of Yipintianxia, ??denied "protecting rights in a porcelain style" and said, "We can't get a dime, and it's not good for us." He will also defend his rights through civil litigation.