稻香流宗

Daoxiangcun. The name itself evokes the sweet aroma of freshly baked mooncakes. Here at Daoxiangcun, we stand at the heart of a delicious rivalry, a story of two Daoxiangcuns locked in a battle for the very essence of their name. Imagine two pastry companies, both claiming the legacy of “village with fragrant rice paddies.” One, Suzhou Daoxiangcun, boasts a history dating back to 1773, originating in Jiangsu. The other, Beijing Daoxiangcun, established in 1895, became Beijing’s first purveyor of Jiangnan-flavored treats. Both companies proudly used the Daoxiangcun name and trademark, although registered in different product categories. The rise of e-commerce brought them into direct competition, turning a friendly rivalry into a full-blown legal battle. In 2006, Suzhou Daoxiangcun’s trademark application sparked a conflict. Beijing Daoxiangcun objected, setting off a chain of legal challenges. The State Administration for Industry and Commerce (SAIC), the Beijing High Court, all sided with Beijing Daoxiangcun. Yet, Suzhou Daoxiangcun persisted, leading to a decisive case in the Beijing Intellectual Property Court. The Mid-Autumn Festival of 2017 brought the drama to a head. Mooncakes, the heart of both businesses, flew off the shelves. Beijing Daoxiangcun, fearing irreparable damage, sought an injunction. The court agreed, recognizing the importance of the festival’s sales. A dramatic intervention to protect Beijing Daoxiangcun’s market share. But the story takes another turn. Suzhou Daoxiangcun, armed with a hefty counter-guarantee of 60 million RMB, twice that of Beijing Daoxiangcun’s guarantee, fought back. The court, considering the short shelf-life of mooncakes and the limited sales season, lifted the injunction. The final verdict? Suzhou Daoxiangcun was ordered to cease using the disputed trademarks and pay a hefty 30 million RMB in damages. A bittersweet victory for Beijing Daoxiangcun, securing their name but highlighting the complexities of tradition, commerce, and the enduring love for a mooncake.