Yili's application for the trademarks "HiPiniuye" and "NiuYear" is to prepare for the promotion of the Year of the Ox next year. In addition, Yili Dairy itself relies on "Niu" to do business, which also has certain meanings. 1. Preparing for the New Year of the Ox

Next year 2021 will be the traditional Chinese year "Year of the Ox". In addition, Yili is doing business with the "Ox", so it has applied for "Hi Pi Niu Night" and "Ox Year". Trademarks are certainly of great significance in a company's development strategy. Relying on homophonic memes to be more friendly to the people, closer to consumers, and increase visibility is a marketing strategy.

2. The stock market is particularly bullish, celebrating the "bull market" and ending the extraordinary year of 2020

Eli's stock market has been quite bullish since this year, and recently the stock market hit a new high of 44.54 Yuan, with a market capitalization of 268.5 billion yuan, which can be said to be the best. Yili probably wants to tell everyone that it is the best. 2020 is an extraordinary year, and people all over the world are having a hard time amid the epidemic. These new trademarks have expectations for the coming year. Yili has always taken quality and responsibility as its own responsibility, created diversified products, and has enjoyed tens of millions of reputations domestically and internationally. . 3. Compete with competing brands and expand business scope

Recently, Yili's biggest competitor Mengniu has strategically cooperated with the famous beverage company Coca-Cola to establish the company "Keniu". Because of its friendly and arrogant name, it has gained popularity on the Internet. sparked heated discussions. Yili’s application for a fun trademark this time does not imply a battle between competing brands. Nowadays, intellectual property rights are highly valued, so a trademark name that has special meaning and is related to the business scope will add a lot of color to the product and brand. If a company thinks of a unique trademark that is suitable for its own brand, it should apply quickly. If business opportunities are seized in advance, publicity stunts and business scope will also be seized. The scope of Yili's new trademark application this time includes convenience foods, food, beer beverages and medicines in international categories. It can be seen that its business scope may also be expanded to explore other categories of markets and seize market opportunities.