As an intangible asset of an enterprise, trademarks play a vital role in daily operations. Trademarks accompany the growth of enterprises and are the carrier of corporate reputation and the soul of the enterprise. In recent years, more and more companies have begun to pay attention to trademark protection and have invested a lot of manpower, material and financial resources in trademark registration. Many well-known companies have thousands of registered trademarks. However, will everything be fine once the trademark is successfully registered? Not really.

In order to protect "Alibaba", in addition to registering all categories of core trademarks, we also registered defensive trademarks such as "Alimama", "Grandpa Ali", "Grandma Ali", and "Sister Ali". The 360-degree no-dead-end trademark protection strategy effectively prevents unscrupulous merchants from "sitting on famous brands" and preemptively registering trademarks.

However, it is inevitable that there will be times when things are both dense and sparse, such as this small trademark - No. 6685014 "Alimama" trademark. The canceled "Alimama" trademark was applied for registration by Alibaba on April 28, 2008, and was approved for registration in Category 1 on May 14, 2010. On June 8, 2015, an unknown individual filed an application for cancellation of the registered trademark after three years of non-use (hereinafter referred to as the cancellation of three years).

The "Penguin" graphic trademark was withdrawn

Penguin graphic trademark No. 1956795 was applied for registration by Shenzhen Tencent Computer Systems Co., Ltd. and was approved for registration on November 21, 2002. On January 6, it was transferred from Shenzhen Tencent Computer Systems Co., Ltd. to Tencent Technology (Shenzhen) Co., Ltd.

This trademark is designated for use in Class 35 advertising and other services, and is used for advertising, business management consulting (consultant), business professional consulting, business information, sales promotion (on behalf of others), accounting and other services.

Shanghai Qianguo Enterprise Management Co., Ltd. (hereinafter referred to as "Shanghai Qianguo") used the Tencent Penguin trademark for advertising and business management on April 13, 2015 and April 5, 2016 respectively. Consulting (consultancy), commercial professional consulting, business information, sales promotion (on behalf of others), accounting and other services submitted an application for cancellation of non-use for three consecutive years. The Trademark Office decided not to cancel the application at that time. Shanghai Qianguo was dissatisfied and filed a review application for the third time on January 20, 2017.

Facing the dilemma of being revoked, Tencent emphasized that "QQ" has been used and widely used by Tencent for a long time and has been recognized as a well-known trademark. Its penguin graphic trademark is the corresponding image representative of the "QQ" social software .