The result is indeed expected, because the judgment of the court of first instance is also relatively objective and legal, because according to the relevant legal provisions of China's intellectual property law, it really cannot be compared with the existing ones. Other trademarks are highly similar, but this small TV trademark in bilibili is similar to a Japanese trademark, and the projects operated by the two companies are similar. Therefore, if the trademarks are similar, it will bring some misunderstanding to the audience, and there will be problems in cognition. Therefore, it is reasonable to be rejected in the second instance to uphold the original judgment according to relevant laws.

This judgment was made by bilibili who refused to accept the first judgment and then appealed. The first trial was made by Beijing Intellectual Property Law Institute. Finally, the appeal to the Beijing Higher People's Court and the Beijing Municipal People's Court of Jurists confirmed the judgment of the Beijing Intellectual Property Court, arguing that the company's appeal reason lacked legal basis and corresponding facts, so it refused to support the company's request. Moreover, the facts of this case are clear, the evidence is conclusive, the applicable legal provisions are correct, and the proceedings are legal, so the original judgment should be upheld and the appeal rejected. According to the relevant provisions in the Criminal Procedure Law, this judgment is the final judgment.

Of course, the way out for bilibili in the future, then I think it can be to modify the trademark to cause certain differences on the trademark, because this time only the registration of the trademark was unsuccessful, and it can't be said that it was a commercial dispute, so there was no great bad news and negative news, so it is reasonable to modify the trademark, which is also a relatively easy and convenient method.

The other way is to continue to appeal to the highest people's court, regardless of the highest level. It takes time for the people's court to finally decide how to try first, and time is precious as an Internet company. To sum up, it is the best way for bilibili to modify the trademark, so as not to hinder the time cost of bilibili's continued development in this field.