Recently, Contemporary Amperex Technology Co., Ltd. has applied to register two "NING COFFEE" trademarks, categorized under convenience food and catering & accommodation services, currently in the status of pending substantive examination.
The "NING COFFEE" line features six distinct flavors including "Super Charge Americano," "Endurance Latte," "Zero-Carb Fairy," and "Zero-Carb Jade Dew," all priced at $9.99. This price point aligns perfectly with the spending psychology of young consumers, allowing the products to seamlessly integrate into their daily lives.The product naming is also quite creative, such as "Super Charge American," which subtly implies CATL's technical advantage in the new energy field, offering consumers a refreshing experience. This brand association not only enhances the product's added value but also lays a solid foundation for CATL's success in the coffee market.
However, the sportswear brand Li-Ning had already applied to register the trademark "NING COFFEE" as early as 2022.Li-Ning Corporation has responded to the application for registering the "NING COFFEE" trademark, stating that they hope to enhance the comfort and experience of customers during shopping by optimizing in-store services. Offering coffee services will mark an innovative attempt by Li-Ning to improve the retail consumer experience. Regarding the timing of when the stores will officially sell coffee, Li-Ning indicated that there is no further information available.
Subsequently, whether CATL and Li-Ning will engage in a trademark dispute over "NING COFFEE," we are currently unaware.However, the coffee raceway is now crowded with giants from various industries, including new energy, automotive manufacturing, food and beverage, sports apparel, and traditional Chinese medicine brands, all venturing into the field.In the era of diversified business, what may defeat you isn't necessarily your competitors, but could be the cross-industry players.It is evident that the importance of cross-industry protection for trademarks in intellectual property planning cannot be overstated! For businesses, it is crucial to have a forward-thinking approach to the layout of intellectual property such as trademarks from the outset, and to plan ahead!
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