Elephant News Reporter Wang Lin/Wentu
I have heard of Feitian Moutai and Five Star Moutai, but have you heard of "Sunflower Moutai"? In June 2021, a box (24 bottles) of sunflower Moutai from 1974 was sold for £1 million (equivalent to RMB9.03 million) at Sotheby's in London, with a single bottle price of nearly RMB380,000. Recently, Moutai reapplyed for the "Sunflower" trademark, which triggered heated discussion among netizens. Many people have speculated: whether Sunflower Moutai will re-emerge from the "jianghu"? Or is Moutai going to launch a new product?
Guizhou Moutai reapplyed for the "Sunflower" trademark and is currently awaiting substantive examination
On February 21, the reporter logged on to the China Trademark Network to see that China Guizhou Moutai Distillery (Group) Co., Ltd. applied for two trademarks named "KWEICHOW MOUTAI of Guizhou Moutai Wine" on January 25, 2022, with the patterns of "Large Leaf Sunflower" and "Small Leaf Sunflower", the application/registration numbers were 62388608 and 62388615, the international classification was wine (33), and the trademark details showed that "this trademark is waiting for acceptance".
Subsequently, the reporter inquired through Tianyancha that the trademark structure of the two "Sunflower" trademarks was pure Chinese, the type of trademark and the form of the trademark were not yet displayed, and the trademark status was "waiting for substantive examination".
In addition, the China Trademark Network shows that as early as March 25 and 31, 2016, Moutai has registered the trademark of "Sunflower" pattern, of which the application/registration number of "Big Leaf Sunflower" is 19497175, and the exclusive right period is from May 07, 2017 to May 06, 2027; while the application/registration number of "Small Leaf Sunflower" is 19432382 and the exclusive right period is from May 14, 2017 to May 13, 2027. However, the reporter noted that the current status of the trademarks of these two trademarks shows that they are "under examination for cancellation/invalidation application".
Regarding the display of the status of the trademark, Wang Wenbo, a lawyer at Shanghai AllBright (Zhengzhou) Law Firm, explained that according to the Trademark Law, after a trademark is acquired, if it arbitrarily changes the registration matters and refuses to correct it, it may be revoked by the trademark office; if there is a bad faith registration, the use of inappropriate signs, the lack of distinctive features or shapes, etc., the trademark office may declare it invalid ex officio. If a registered trademark has improper use of geographical indications, infringement of the trademark rights of others, etc., the Trademark Review and Adjudication Board may declare it invalid upon application. Where an application is declared invalid, the Trademark Office shall allow the parties to reply and conduct a substantive examination within a period of nine months, and if the examination finds that the applicant's opinion is valid, it will make a ruling declaring the registered trademark invalid. If it is considered that the applicant's opinion is not valid, then a ruling is made to uphold the registered trademark. Until the Trademark Office and the Trademark Review and Adjudication Board make a conclusion, the trademark is still in a state of use.
The single bottle of "Sunflower" Moutai has been auctioned for 570,000 days, and the current e-commerce auction price is as high as 240,000
The reporter found that sunflower label Moutai is not common in the market at present. The reason is that according to the official micro of the Guangdong Provincial Museum, after the founding of New China, sunflower brand Moutai actually once shouldered the heavy responsibility of diplomacy and export foreign exchange.
According to the data, in 1957, Guizhou Moutai wine began to be exported, the earliest use of the "Golden Wheel" brand trademark, and later changed to the "Feitian" brand trademark. From 1968 to 1975, the "Sunflower" trademark temporarily replaced "Feitian" and was used for the export and sales of Guizhou Moutai wine. Among them, the production of "sunflower" Moutai wine in 1974 was the smallest. It was not until 1975 that the export of Moutai liquor was once again restored to the "Feitian" trademark.
Because of this, on June 18, 2021, at the Sotheby's auction, a box (24 bottles) produced in 1974 sunflower label Moutai sold for 1 million pounds, equivalent to 9.03 million yuan, and the price of a single bottle was about 380,000 yuan.
However, this is not the highest light moment of sunflower Moutai wine's "value". According to the data, at the 2012 Hangzhou Xiling Famous Wine Auction, a bottle of large-leaf sunflower Moutai wine from about 1967 fetched a sky-high price of 575,000 (including commissions).
The reporter logged on to a number of e-commerce platforms to show that there are still sunflower Moutai in the auction, the highest price is 240,000. In addition, sunflower Moutai wine varies according to the year, the degree of preservation, etc., the price ranges from tens of thousands of yuan to more than 200,000 yuan.
Does Guizhou Moutai's reapplication for the "Sunflower" trademark mean the launch of new products?
Since the "sunflower" label Moutai wine "value" is extraordinary, then Moutai enterprises re-apply for the sunflower pattern trademark this time to re-create "Sunflower Moutai "?
Some netizens boldly speculated whether Moutai's move was likely to launch a new category or series, just like the current Feitian series.
However, there are also industry insiders who analyze that Moutai reapplyed for the sunflower trademark that has been auctioned at a sky-high price, which may be in preparation for the subsequent promotion of brand added value, after all, in the eyes of many people, In addition to its own drinking attributes, Moutai even has the function of investment to some extent.
For example, just like not long ago, Guizhou Moutai has successively launched new products such as Moutai 1935 and The Year of the Tiger Zodiac Moutai and other new products, and the "value" of these new products is also as many people expect, and the price has soared.
On February 21, the reporter repeatedly called the landline telephone of Guizhou Moutai Liquor Co., Ltd., but it was unanswered.
However, according to the Daily Economic News, relevant people in Guizhou Moutai responded that "the Sunflower trademark was only a picture trademark before, (this move) is for trademark protection, and is currently applying for the registration of word trademarks."