It is not the first time that the two "Taoxiang Villages" have gone to court.

after Beidao registered the handwritten trademark of "Beijing Daoxiang Village", at the end of March 216, Beidao sued Sudao's three companies to the Chaoyang District People's Court in Beijing for trademark infringement disputes and unfair competition, demanding Sudao to change its enterprise name, and the word "Suzhou" must be added to the changed enterprise name.

At the beginning of April that year, Su Dao said that Su Dao was the founder of "Daoxiang Village" and the sole holder of the trademark of "Daoxiang Village" in pastry and food.

Beidao does not deny that Sudao holds the trademark "Daoxiang Village". However, Beidao said that the "Daoxiang Village" trademark held by Su Dao is a circular pattern with a combination of "Daoxiang Village" and "DXC", which is obviously different from the handwritten "Beijing Daoxiang Village" trademark registered by Beidao. Therefore, Sudao should not use the handwritten "Taoxiang Village". If it is to be used, the word "Suzhou" should be added to show the difference.

Liu Junhai, a professor at the Law School of Renmin University of China, told this reporter that a feasible solution to the current dispute between the two companies is to subdivide the trademarks to make it easier to distinguish the trademarks of both parties.

in August this year, the dispute between jiaduobao and wanglaoji over the packaging of "red cans" of herbal tea ended, and the Supreme People's Court finally ruled that "* * * enjoys" the packaging of red cans. Su Dao also expressed the hope that the two sides can work together to develop the brand Daoxiang Village and strengthen the old Chinese brand. However, Yang Guoyin, deputy general manager of Sudao, told reporters that for Sudao, the word "Suzhou" should be added in front of "Daoxiang Village". "It is unacceptable to turn a national brand into a local brand".

At present, the court has not made a judgment on this case. Pan Helin pointed out that the longer the trademark dispute drags on, the greater the harm it will do to enterprises. Therefore, he believes that judicial approach is the best way to solve trademark disputes. "If you pass the judicial judgment, in the short term, one party may be injured in the market. But in the long run, this will help enterprises pay more attention to trademarks and attach importance to the definition of property rights of trademarks, an intangible asset. "