Applying for a trademark can be said to be a daily operation for a company. Companies regardless of size like to apply for a trademark. Even though a trademark is just a few words, it involves intellectual property rights and can bring significant opportunities or heavy losses to the company. In short, there is absolutely nothing wrong with applying for more trademarks. Yili's application for the trademark word "Haipi Niuye" does not count as following the trend. Even if it follows the trend, it is following the trend with brains. It is a wise move for competitors, market opportunities, and company development.

1. Seize the trademark, gain advantages from the name, and prevent future intellectual property disputes. The names of dishes can be fancy and fancy to attract customers, and the same goes for the products. Many products become popular based on their names. To develop a brand, you must first choose a name that has the image of me and the company, values ??and culture, has profound meaning, and benefits the company. Companies are interested in trademarks, rack their brains to come up with good names, and apply for them one after another. The same applies to Yili's application for trademarks such as "Haipi Niuye". 2. Compete with rival Mengniu in terms of popularity and reputation. Before Yili applied for "Haipi Niu Ye", Mengniu had just co-founded a brand called "Keniu Le" with Coca-Cola, which caused a heated discussion. It not only made the new name popular, but also increased the presence of the two companies. As a big brand that is on the same level as Mengniu and was born earlier than it, how can Yili lag behind? If you don’t show your face at this time, you will look lackluster and your exposure in front of consumers will also be weakened. ?HiPiNiuYe? The homophone of this name is no less popular than ?KeNiuLai?. 3. The "Hi Pi Niu Ye" trademark itself has its own traffic, and the name is festive, joyful, and highly entertaining. It is a good trademark for Yili. Trademarks can play a powerful advertising role. The combination of novel and connotative trademarks and the reputation of a large company often attracts netizens to interpret and comment on it. This brand has become deeply rooted in the hearts of the people in topic discussions. Interesting trademark names can better combine social hot words, design attractive advertisements, and spread a brand culture. Once a certain idea or culture is linked to a product, it will be much easier to increase sales. 4. This brand name will give Yili company room for development next year and lay out Yili’s development strategy related to the brand name. 2021 is the Year of the Ox, and the earthly branch is "Chou" with an edge to form New York, which is homophonic with the word "Hi Pi Niu Ye", and the brand name has a very good meaning. Chinese people like to seek auspiciousness and are extremely sensitive to the most auspicious terms and numbers. Products with this trademark will help sell well in 2021.