The new oxygen main application was removed from the Apple App Store because it did not have the right to use the ninth category trademark. There are only two "small packages" in the apple store, "New Oxygen Micro-shaping" and "New Oxygen Youth Edition", and most new oxygen users have been unable to update the app because of the removal of the main package. Looking at many trademark loopholes in the past, almost all ended in the failure of the passive party. As a medical beauty O2O enterprise, Xinyao's trademark loopholes may directly cause unpredictable losses.

evaluate

New oxygen is just a microcosm of many trademark loopholes. Behind the new oxygen, we can also judge that the impact of trademark loss may be devastating for entrepreneurial companies. If entrepreneurs do not pay attention to trademarks, they may have some unpredictable adverse consequences for their own enterprises.

First of all, brand influence is frustrated and user loyalty is declining. Trademarks are user-oriented and market-oriented. For entrepreneurial companies, trademark design often contains many profound meanings. And these positive meanings are just a kind of values that enterprises convey to the market and consumers. Under such values, users can continuously improve their recognition and loyalty to the enterprise.

When a trademark is changed, the first thing users feel is a sense of strangeness. Based on this sense of distance, users' needs may be further weakened, thus losing some loyalty.