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"#carousel-page-157916", scroll : { fx : "crossfade" } }); }); </script></div> </div> </div> </div>  <section class="main"> <div class="page-width clearfix"> <section class="content float-right"> <section class="page-title page-title-inner clearfix"> <div class="breadcrumbs float-right" skinobjectzone="HtmlBreadCrumb_3754"><span>当前位置：</span>{dede:field name='position'/}</div>  <div id="a1portalSkin_mainArea" class="content-wrapper"><a name="33111" id="33111"></a> <div class="module-default"> <div class="module-inner"> <div id="a1portalSkin_ctr157918157918_mainArea" class="module-content"> <div class="product-detail product-detail-simple"> <div class="product-name"> <h1>{dede:field.title/}</h1> </div> <div这些年，胖东来吃过哪些商标上的亏？c"> <div class="qhd-content"> {dede:field.body/} </div> </div> </div> 有时候想想，这个世界有点魔幻。谁能想到，春节期间，<br /> 胖东来超市的3天游客量竟然超越了河南最火景区。<br /> <br /> <img alt="" src="/uploads/allimg/240220/1-2402201639551b.png" style="width: 229px; height: 257px;" /><br /> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">河南文旅部门铆足了劲宣传自家景点，没想到大家喜欢去的竟然是默不作声的一家超市。<br /> 一家超市能和热门景点打擂台，恐怕全国仅有胖东来一家了。</span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">这些年，胖东来超市在消费者心目中的知名度越来越高，邀请其去全国其他地方开店的声音不绝于耳，<br /> 从来不想着将店开大的创始人于东来恐怕也没料到会是这种景象。现在的胖东来不仅仅卖日常用品，<br /> 还卖电器、茶叶、黄金、药品，还有自营酒品和各种食品，涉足的品类越来越多。</span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">企业发展越来越大，各种品牌建设自然也要跟上。只是，华姐梳理了胖东来超市的商标概况，<br /> 发现胖东来的品牌建设速度明显慢于其企业发展的速度，导致其吃了不少亏，这几年在品牌建设上疯狂恶补，没少花费金钱和精力。</span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">创始人于东来的品牌意识其实是相当强的，在</font><font face="Microsoft YaHei UI">1997年将“望月楼胖子店“更名为”胖东来烟酒有限公司”后，<br /> 在1998年就提交了“东来及图”的<a href="https://www.shuangqian.net/fuwuquyu/yuedongshangbiaozhuce/shanweishangbiaozhu/">商标申请</a>。<br /> <br /> <img alt="" src="/uploads/allimg/240220/1-24022016412TV.png" style="width: 400px; height: 234px;" /></font></span></span><br /> <span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.35pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">2002年又申请了第35类的“胖东来DL”商标。<br /> <br /> <img alt="" src="/uploads/allimg/240220/1-24022016422C94.png" style="width: 400px; height: 231px;" /></span></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">在</font><font face="Microsoft YaHei UI">2005年和2006年又开始布局其他类别的</font></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">“胖东来DL”，只是那时布局的仅限于餐饮、日化用品、酒类、服装鞋帽、<br /> 方便食品及珠宝类，并没有将“胖东来DL”商标进行全类别保护。估计他们那时想，注册那么多商标干嘛，又暂时用不着。</span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">只是，他们低估了人性之恶。在胖东来名声鹊起后，有人开始专门盯着他们没有申请的</font><font face="Microsoft YaHei UI">“胖东来”商标的类别来进行申请注册。</font></span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">这些商家遍布全国各地，比如广东佛山一家陶瓷公司在建筑材料上注册了</font><font face="Microsoft YaHei UI">“胖东来”商标，<br /> 杭州一家装饰设计公司在厨房洁具上注册了“胖东来”商标，河南的一家建材公司在燃料油漆上注册了“胖东来”商标，<br /> 河南的一家酒业公司也在白酒产品上注册了“胖东来”商标……，这些商家数不胜数，<br /> 只要是胖东来超市自己没注册的，他们几乎见缝插针全给注册上了。</font></span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">这些年，胖东来超市自己提了多少个商标异议、无效宣告申请，估计只有他们自己知道。有不少商标是提了异议后，<br /> 被商标局予以核准注册，又开始提无效宣告申请，提了无效宣告后，有的成功，有的失败，<br /> 还有不少处于行政诉讼中，那些失败的案例看得让人糟心的很。</span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> </p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt;"><o:p></o:p></span></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">比如这个，他们许昌本地人注册的这个</font><font face="Microsoft YaHei UI">“胖东来装饰”商标。胖东来就在许昌本地，发展了几十年，外地人都已知晓，<br /> 许昌本地的这家公司在2020年申请注册这个“胖东来装饰”商标，如果说没有傍胖东来的名气，狗估计都不信。<br /> 但就是这个商标，胖东来超市又是提异议又是提无效宣告，就是将其消灭不了。<br /> <img alt="" src="/uploads/allimg/240220/1-24022016435E49.png" style="width: 500px; height: 261px;" /></font><br /> 还有这个商标“胖东来DL”，远在上海的一家公司怎么那么巧和胖东来超市的人想法那么的一致？胖东来公司也是异议、<br /> 无效宣告提个遍，仍是挡不住人家商标能“大摇大摆”的存在。<br /> <img alt="" src="/uploads/allimg/240220/1-24022016454A44.png" style="width: 500px; height: 271px;" /></span></span></p> <p class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.35pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">类似的案件还有很多。</span></span><br /> <span style="text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt;"><font face="Microsoft YaHei UI">让胖东来超市糟心的可不仅仅如此。你能想到，还有一些人申请了</font><font face="Microsoft YaHei UI">“</font></span><span style="text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: 微软雅黑; color: rgb(51, 51, 51); letter-spacing: 0pt;">眫东来</span><span style="text-indent: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt;">”、“月半东来”、“东来哥”商标。<br /> <img alt="" src="/uploads/allimg/240220/1-240220164A9C9.png" style="width: 400px; height: 235px;" /></span></p> <p class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">你要说，胖东来超市没有<a href="https://www.shuangqian.net/fuwuquyu/yuexishangbiaozhuce/yangjiangshangbiaozhu/">申请防御商标</a>的意识，那有点不实事求是。他们在</font><font face="Microsoft YaHei UI">2016年围绕着胖东来<a href="https://www.shuangqian.net/fuwuquyu/xinwuqu/maomingshangbiaozhuce/">商标申请</a>了<br /> “胖东来大胖”、“胖东来小胖”、“胖东来二胖”、“胖东来三胖”、“胖东来四胖”、“胖东来五胖”、<br /> “胖东来六胖”、“胖东来七胖”、“胖东来八胖”等商标。</font></span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">他们估计没想到，他们名气大了后还会有人在</font><font face="Microsoft YaHei UI">“胖”字和创始人名字上做文章。</font></span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">现在，他们只得把这些</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">“眫东来”、“月半东来”、“东来哥”商标给买回来。</span></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> </p> <p class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-size:12px;"><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.45pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">有人问，公司为什么要做商标布局和进行防御注册，胖东来超市的商标确权经历或许就是答案。</span></span><span style="font-family: "Microsoft YaHei UI"; 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