Letv clarified that "trademark le is auctioned": the auction is the "LE" held by Letv, not the "Le" of Leeco.
CTOnews.com September 27 news, For "Le trademark le auction," Letv said: This auction is Le Holdings '"LE" trademark, Not Le. com "Le." At present, Le Video, Le Super TV and smart ecological products use le and letv trademarks, which are not affected by this auction.
The person in charge of LeTV video clarified that the message was misread. Le Holdings 'LE was auctioned instead of the trademark "Le." At present, the trademarks used by Letv video, Letv super TV and smart ecological products are "Le" and "Letv," which are not affected by this auction, and the use of the Chinese "Letv" trademark is also unaffected. When consumers buy Letv products, they must recognize the three trademarks "Le,""Letv" and "Letv."
Industry insiders analyze that the "LE" trademark is a trademark used by Letv during its ecological development period, which is used to indicate its ecological seven sons. As early as 2019, Letv stopped using the trademark and updated it to "le" and "letv," so "LE" is not a classic trademark of Letv, but a trademark of a business period.
On September 26, the First Intermediate People's Court of Beijing City issued an announcement saying that 908 trademarks under the name of Letv Holdings (Beijing) Co., Ltd. would be auctioned on October 10,2022, with a starting price of about 837,900 yuan. Specifically speaking, the trademarks auctioned this time include the "LE" icon trademark, the LeMobile trademark of Letv mobile phone, and the electric vehicle time-sharing rental platform "Zero Party Enjoy," etc.
This judicial auction stems from a civil lawsuit dispute in LeTV in 2017. According to documents issued by the First Intermediate People's Court of Beijing City, Letv was sentenced to pay official fees and agency fees of about RMB 2.21 million to the plaintiff Beijing Luhao Intellectual Property Agency Co., Ltd. at that time. In assessing the value of the above trademarks, Letv Holdings had been enforced.
CTOnews.com understands that this is not the first time LeEco's series of trademarks have been auctioned. In 2020,1354 trademarks held by Letv were auctioned judicially and finally sold at about 1000 times the starting price. At that time, the trademarks involved included "Letv TV" and "Letv TV Super TV," which were finally sold at a price of about 131 million yuan. In June last year, another 580 trademarks were auctioned on Letv, including trademarks such as "Music Fans,""Le Ying" and "Le Life." The starting price was set at 14 million yuan, and the final transaction price was only 16.03 million yuan, all of which were auctioned by Tianjin Jiarui Huixin Enterprise Management Co., Ltd., the new controlling shareholder of Le Rong, the TV operator.
