Legal analysis: Illegal. Case of Yijiupi Information Technology Co., Ltd. using the "Yijiupi" e-commerce platform to sell liquor that infringes the exclusive rights of the registered trademark of "Xinghua Village".

Legal basis: "Trademark Law of the People's Republic of China" 》Article 13 If the holder of a trademark that is well known to the relevant public believes that its rights have been infringed, it may request the protection of a well-known trademark in accordance with the provisions of this Law. The trademark applied for registration on the same or similar goods is copied, imitated or translated by others. Well-known trademarks registered in China that are likely to cause confusion will not be registered and are prohibited from being used. Trademarks applied for registration on different or dissimilar goods are copies, imitations or translations of well-known trademarks registered in China by others, misleading the public, and causing harm to the public. If the interests of the registrant of the well-known trademark may be harmed, it shall not be registered and its use shall be prohibited.