The main reason is to get legal protection. To give a simple example, when a company develops a new product, it may take a year or two in the simplest case. For some companies, if they work overtime to develop it quickly, it may take a shorter time. You can put a product on the market for use, but if you don’t have a trademark, a lawsuit from others can make all your efforts go to waste, and you have to take it off the shelves or change your name. Products can be developed through research and development, but if you want to apply for registration of a trademark, it is not that easy. Because applying for a registered trademark is a process, which takes about one and a half to five years. Some trademarks may have a certain review stage, which may take longer, so trademark registration must be prepared for a rainy day.

If the trademark cannot be obtained, it means that your intellectual property rights have not been protected to a certain extent. In the past, some companies launched a payment function called Duoduo Pay. But they didn't expect that when they wanted to apply for a trademark, they found that the trademark was invalid. In this case, if they continued to use it, they might be sued for infringement by others and would have to be removed from the shelves or renamed. . Because Qiaodan Sports is the most obvious example. The company spent so much money, carefully managed the market, cultivated and established market reputation, and spent a lot of money. As a result, someone sued and had to change the company's name. Then in the future, it will not be able to do anything in this market again. You can’t see Jordan Sports either, which is the biggest loss for companies, so they are very keen to apply for trademarks.

With so many lessons learned from the past, they are definitely not willing to go through this trademark dispute with this Internet giant. The most fearful thing is that once the market reputation has been built and cultivated, the other party will ask for changes. In this case, a lot of energy will be wasted, and one's own market will be affected. At the same time, it may lead to a vicious incident. , causing the stock to fall, and even requiring compensation.

If the trademark registration is not timely, it will actually cause very serious consequences. In many cases, because the application is late, it is very likely that it will be registered by others. In this case, if It was registered by a professional squatter. Fortunately, you can use money to purchase it. The worst thing is that it was registered by a competitor. Competitors don't care about money. They want to kill you, so they will be forced to change their names, which will cause them to lose a lot of initiative in the market, thus affecting their market position and even the company's revenue.