First-instance court ruled Jasmine Milk White must pay LV tens of millions; four-leaf flower logo embroiled in infringement controversy.
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Moli Naibai is currently facing trademark litigation pressure from a luxury brand.
Recently, the Suzhou Intermediate People's Court made a first-instance judgment on the trademark infringement case of Louis Vuitton Malletier (LV) against Moli Naibai.
The court determined that Shenzhen Moli Naibai Catering Management Co., Ltd. and Dongxia Beverage Store in Wu Zhong Economic Development Zone infringed the exclusive rights of seven registered four-leaf flower graphics trademarks belonging to LV.
According to the judgment, the main company of Moli Naibai must compensate LV 10 million yuan for economic loss and 300,000 yuan for reasonable rights protection expenses, totaling 10.3 million yuan within 10 days from the effective date of the judgment. Dongxia Beverage Store in Wu Zhong Economic Development Zone is jointly liable within a limit of 1 million yuan.
LV's core claim is that its registered four-leaf flower graphic trademark was used by Moli Naibai in its business operations. The court supported LV's relevant claims in the first-instance ruling, confirming that Moli Naibai infringed its exclusive rights to registered trademarks.
From a visual perspective, the graphics in question overall present a four-petal symmetrical structure, with a central dot or small flower core and arcuate elements resembling petals extending outward, arranged in a way that bears certain similarities to the four-leaf flower symbol in LV's classic Monogram pattern.
In response, Moli Naibai did not accept the results of the first trial. Moli Naibai's founder, Zhang Bocheng, stated to the media that they will appeal. This means the case has not yet been finalized and further progress awaits the second-instance proceedings.
However, based on currently available public information and trademark status, Moli Naibai's efforts to obtain rights to its core visual symbols have not been successful.
A search in the China National Intellectual Property Administration trademark database reveals that Moli Naibai's applications for related four-leaf flower graphic trademarks are currently in the “review after rejection” or “invalid” status.
If the second trial upholds the first-instance judgment, Moli Naibai may need to comprehensively rectify the relevant graphics, covering areas such as online logos, store signs, packaging, menus, social materials, and terminal displays. This may further affect accumulation of its brand assets and impact store opening progress, store image, and franchisee confidence.
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