Marketing

The mission of the .商标 gTLD (“商标” in simplified Chinese is the equivalent to the English term “Trademark”) Registry is to provide leading gTLD registry services to global trademark holders seeking to provide accurate and specific trademark related information to the Greater China and global Chinese speaking markets.

The purpose of our application is to, upon approval, execute on our goal to reduce intellectual property rights related issues, specifically related to trademarks, and subsequently improve global cooperation.

As a result of increasing global trade and global economic interdependence, country-to-country intellectual property rights infringement related issues as well as lawsuits are rising. This is especially true with regards to “China-to-Other Country” and “Other Country-to-China” intellectual property rights related cases. However, Chinese businesses and the Chinese government have been focusing more and more energy and attention towards addressing and resolving these concerns. Both of these points can be clearly demonstrated by looking at solid data provided by highlights listed in an article published on 4⁄22⁄2012 by the China Intellectual Property News in 2011 titled: Ten Years of Chinese Trademarks:

•The total amount of trademark applications in China reaches 8,213,000.
•The total amount of trademark registrations in China reaches 5,545,000.
•The amount of trademark applications for registration is over 1,000,000 in 2010.
•The amount of well-known trademarks recognized by Chinese Administrative Authorities is over 2000.
•The amount of geographical indications is over 1100.
•The total amount of Customs Recordation for trademarks reaches 8853. The amount of the infringing products detained by China Customs reaches 108,000,000 in 2010.
•The amount of Administrative Lawsuits for trademarks accepted by Chinese Courts reaches 2026 in 2010.
•China concentrates on the special actions against the IPR infringements, manufactures and sales of counterfeit goods from October 2010 to March 2011. By January 7, 2011, the amount of the infringement and counterfeit cases handled by Administrations for Industry and Commerce reaches 16,036. Within them, there are 2439 cases regarding trademarks owned by foreign parties.

It is often very clear that intellectual property conflicts commonly arise out of not knowing what actual intellectual property rights others have, and that many conflicts are non-voluntary and non-malicious in nature especially with regards to trademarks since trademark registration regulations differ from country to country. Furthermore, currently, an open global trademark platform for checking trademarks and related information does not exist therefore resulting in continued conflicts.

The Applicant’s company has been involved in the trademark registration business in China for many years and is one of China’s largest trademark registration companies. It is a member of various International and Chinese intellectual property and trademark associations including:

International Trademark Association (INTA)

China Trademark Association

China Chapter (AIPPI) The International Association for the Protection of Intellectual Property

Beijing Chapter of the China E-Commerce Association Internet Intellectual Property Advancement Center

Guangzhou Chapter of the China E-Commerce Association Internet Intellectual Property Advancement Center

The applicant has also been one of the most recognized and successful ICANN and CNNIC accredited registrars in China for almost 10 years.

Pointing to our many years of experience, expertise and successes in intellectual property rights and domain name businesses, we are confident that upon being awarded approval to operate the .商标 gTLD registry, we can continue to leverage on the power of the Internet to enable trademark holders to quickly, efficiently and easily disseminate their trademark related information , reduce country-to-country and enterprise-to-enterprise intellectual property conflicts, as well as lawsuits arising from not understanding specific details about a trademark. Using the Internet, specifically domain names, allows Chinese speaking users (especially those in fast growing economies with a less developed history in intellectual property rights protection) as well as businesses, to conveniently search for and understand a trademark holder’s relevant information. This method not only increases a trademark holder’s ability to operate under and promote their trademark, but also significantly decreases trademark related conflicts between Chinese speaking individual or businesses, while also decreasing intellectual property rights conflicts overall, thereby protecting trademark holder’s rights.
The Applicant has always been a strong proponent of the power and efficacy of Internet addressing functions, namely domain names, and their ability to solve real world problems such as the intellectual property rights conflicts mentioned above. We are confident that their value doesn’t end there and believe that we should continue to develop new ways to derive value from them that contribute to the betterment of human kind.

About the Applicant: HU YI GLOBAL INFORMATION RESOURCES (HOLDING) COMPANY.HONGKONG LIMITED (Hu Yi Global)

Hu Yi Global, founded in 2001, has over 100,000 customers and is one of Hong Kong’s largest Internet Addressing and Intellectual Property Protection service providers.

Hu Yi Global provides Internet Addressing and Intellectual Property Protection services to businesses worldwide and aims to develop the best, most innovative, high productivity and convenient platform over a highly efficiency network together with an intellectual property rights protection automation system.

Hu Yi Global’s sister company, Guangdong Hu Yi Science Co. Ltd.(Guangdong Hu Yi) located in Guangzhou, China, also founded and majority owned by Mr. Xiongwei Huang, is a provider of Internet Addressing and Intellectual Property Protection services. Guangdong Hu Yi currently has over 30 subsidiaries around mainland China and over 2,000 employees including 1,800 sales persons. It is one of China’s largest Internet Addressing and Intellectual Property Protection services providers with close to 500,000 customers. Guangdong Hu Yi is CNNIC accredited for .CN domain registrations, and Chinese Domain Names. It is also accredited by KNET for Internet Keywords and Wireless Keywords. It’s primary service and product offerings include: Internet addressing resources such as domain names, Internet Keywords, Wireless Keywords, Intellectual Property Protection services such as trademark and copyright registration, and patent registration and protection. Guangdong Bangxin International Intellectual Property Co. Ltd., another subsidiary of Guangdong Hu Yi, is a specialized Intellectual Property Rights related service platform and is a member of the China Chapter of The International Association for the Protection of Intellectual Property (AIPPI), the International Trademark Association (INTA), the China Trademark Association and other industry organizations.

A. About FLSmidth

FLSmidth & Co. A⁄S is the holding company of the entire FLSmidth Group, and does not as such have any commercial activity other than being the holder of shares in the operational companies in the Group. FLSmidth A⁄S is by far the largest operating entity in the Group, which today consists of some 150 companies all over the world.

The Board of Directors as well as the Executive Management Team of FLSmidth & Co. A⁄S and of FLSmidth A⁄S are identical.
Thus, backed by the holding company, the applying entity is FLSmidth A⁄S, who is also the owner of the FLSMIDTH and FLS Trademark.

FLSmidth is a leading supplier of equipment and services to the global cement and minerals industries. FLSmidth supplies everything from single machinery to complete cement plants and minerals processing facilities, including the provision of service before, during and after the construction of such plants and facilities.

- FLSmidth employs about 13,000 people worldwide, and maintains offices in more than 40 countries around the globe
- The Companyʹs in-house human resources are primarily engineers who develop, plan, design, install and service equipment, with most of the manufacturing being outsourced to sub-suppliers
- FLSmidth has been the leading supplier of the global cement industry since its founding in 1882
- FLSmidth ʹs revenue was EUR 2.95 bn in 2011. 99% of this revenue is generated through business activities outside of Denmark

For more information about the Company, and its longstanding history, please see: http:⁄⁄www.flsmidth.com⁄en-US⁄About+FLSmidth⁄FLSmidth+at+a+Glance.

FLSmidth A⁄S has secured trademark registrations for the mark FLSMIDTH in roughly 67 jurisdictions around the globe, including: Australia, Belarus, Canada, Chile, the Republic of China, Denmark, the European Union, Indonesia, the Republic of Korea, Malaysia, Mexico, Nigeria, Norway, the Russian Federation, the United Arab Emirates, the United States and Vietnam. Additionally, the Company has registered its FLS trademark in roughly 59 jurisdictions around the world, with such protections in force since at least 2008. FLSmidth A⁄S uses these marks in connection with its wide range of products and services in the cement and minerals industries, and they have become strong associated with the Applicant’s internationally-recognized business activities.

B. Mission and Purpose of the “.FLS” TLD

FLSMIDTH A⁄S intends to reserve all names within the TLD to itself and its affiliates, under a single-registrant model. The Company intends to use such registrations primarily for promotional and navigational purposes relating to FLSMIDTH’s online presence and⁄or for the provision of its wide range of goods and services.

The TLD is intended to benefit Internet users by enabling FLSMIDTH and its affiliates to communicate more easily and effectively with all Internet users, and particularly the Company’s many customers, employees and affiliates. The TLD will become a key component in the Company’s global “One Brand Strategy.

The One Brand Strategy is an innovative marketing and branding concept, organized under the principle of “One Source, Many Strengths”. This concept strongly conveys FLSmidth’s customer promise of being a complete solutions supplier, meeting the needs of its varied customers in the cement and minerals industries across the globe through the provision of streamlined, comprehensive, and high-quality products and services, even including aftermarket services.

With a strong local presence in more than 40 countries, FLSmidth has more people on the ground in more places than any other supplier. This means it is uniquely able to provide its customers with a single source for all the products and services they need – globally and locally. The Company has solutions to meet any challenges its customers face. This comprehensive customer service is something that is possible because the Company can pool its many strengths – all available to its clients and customers from one source.

The Company’s brand image encompasses three points that are critical to FLSmidth’s continued status as the best in its class for all the markets it serves:

- FLSmidth delivers an unprecedented range of resources from one supplier
- Customers can depend on FLSmidth for exceptional levels of service and support
- Working with FLSmidth enables customers to stay a step ahead of the competition

This new TLD space will assist FLSmidth in consistently meeting all three of these goals, by facilitating communications between all members of its corporate network – from materials designers, labor and construction teams, shipping warehouses, service and maintenance departments, and the customers themselves. Through this new, innovative online nexus, all members of the FLSmidth team will be brought a step closer together, and a step closer to reaching their goals for the future.

C. Inspiration and Confidence

The unified nature of the FLSmidth brand also distinguishes it from its competition. It enables the Company present the same face around the globe, to look and sound the same in Moscow as in Mumbai, and to communicate the same message to customers in southern Europe and South America. Moreover, the FLSmidth brand unites the Company’s various departments, product companies and capabilities under a single unified image. It is a strong internal driver, generating integration and unity around a single name and promise.

D. Reliability and Trust

The One Source concept also signals that FLSmidth has the scope, strength and resources to dependably achieve financial goals. It communicates a message of reliability and trust, suggesting that the Company has a unique depth of knowledge and experience that our stakeholders can count on. The brand clearly delivers the message that no other company in the cement and minerals industries can call upon and coordinate such a wide range of engineering resources and commercial experience. It is no wonder, then, that the Company considers it to be its “single greatest competitive advantage.” For more information about the FLSmidth brands, and our wide range of reliable products, please see: http:⁄⁄www.flsmidth.com⁄en-US⁄About+FLSmidth⁄Our+Brand+Profile.

Avery Dennison Corporation is a global materials science and specialized technology company, which has for over 70 years brought cutting-edge pressure-sensitive solutions, self-adhesive and reflective base materials, and innovative consumer and office products to its wide range of customers. Structured around four major brands, the company’s products span a wide range of functionality and industrial distributions.

The Avery concept was born in 1935 when its founder, R. Stanton Avery, invented the first self-adhesive label. Within ten years the Fasson division was founded, providing market-leading commercial packaging and labelling solutions to companies across the globe. The company was listed on the New York Stock Exchange, under the symbol AVY, in 1967. Today, Avery has over 200 manufacturing and distribution facilities in more than 60 countries around the world.

A. The Avery Divisions and Brands

Avery promotes its wide range of products, technological solutions and customer services under four major divisions: Office and Consumer Products, Label and Packaging Materials, Retail Branding and Information Solutions, and Specialty Materials and NGP Specialty Materials Converting. Some additional information regarding each of these divisions and the brands used by each, by way of background information, follows in this section.

A.1 Office and Consumer Products

The Avery brand is associated with home and office solutions, including inter alia printable self-adhesive labels and associated software, storage materials, binders, indexing mechanisms and school supplies.

A.2 Label and Packaging Materials

Under the Fasson, Avery Graphics and Avery Dennison brand names, this division’s products are targeted to the retail, health and commercial markets, providing unparalleled self-adhesive labelling solutions. Such products include packaging and branding materials, scan-ready labels, pressure-sensitive papers, film and foil roll.

A.3 Retail Branding and Information Solutions

The Avery Dennison and Monarch marks are used in connection with labelling and tracking solutions including RFID technology, retail and industrial ticketing and tracing mechanisms, reflective materials for the creation of traffic and road signs, reflective adhesives and fabrics, adhesive and printing solutions.

A.4 Specialty Materials and NGP Specialty Materials Converting

The Avery Graphics brand encompasses large-scale adhesives, including signage for airlines or trucking concerns, pressure-sensitive vinyl materials for screen printing and digital imaging, building wraps and commercial signs.

Avery maintains trademark registrations for these brands in 120 countries, and sells its products in more than 89 countries.

B. The Mission and Purpose of the “.AVERY” space

Avery anticipates its new TLD will be the medium of choice for all of its existing customers when they interact with the company, as well as the face of the organization and a source of information for clients new to its products and services, and a location of trust for Internet users curious about the brand and its products.

Accordingly, Avery believes that use of the new TLD will benefit the company, its customers, and general Internet users alike. The company expects to see an increase in sales transacted over the Internet, as well as an increase in traffic to its websites as consumers become more accustomed to interacting online. It further expects to see an increase in the rate of first-time visitors, as retail customers are drawn to the new space seeking downloads and software compatible with their home or office materials.

Avery customers will benefit greatly from the new TLD, where they can be assured of the company’s diligent monitoring efforts and privacy protections. As the space will operate under a single-registrant model, Avery will be able to exercise full control over the content displayed on “.AVERY” sites, and consumers will accordingly experience much safer, more trustworthy interactions. Given Avery’s unique anticipated layout of its domain name registrations, customers will be able to locate the products and services they are seeking quickly and easily, making for a vastly superior experience as compared with the options available under the current DNS.

General Internet users will also benefit from the increased privacy, security and intuitive navigation present in “.AVERY.” Additionally, general users will know that the first time they navigate to a domain name in the TLD, the information will be authentic and accurate. Unlike a search engine hit, which may or may not lead to authentic content, users will know when visiting a “.AVERY” site that the information they will be authorized and correct.

Operationally, the “.AVERY” Registry Service Provider will manage the Internet space under the direct control of Avery. This will allow the distribution and exchange of information between Avery, its constituent divisions, its business affiliates and associates, relevant stakeholders, consumers, customers and clients by means of, but not limited to, websites, social networks and forums, email and other technologies that will reside within the “.AVERY” domain name space.

Avery envisages that the TLD will follow a single-registrant model, wherein all registrations within the space are held by the Avery company itself. Authorized corporate divisions, employees or other affiliated entities may apply to the trademark department of Avery to request authorization to license such registrations for their own use. Avery shall review such requests and, in its sole discretion, may grant such licenses on a case-by-case basis. In all cases, Avery shall monitor the use of all “.AVERY” domain names to ensure that the content of the associated websites remains current and appropriate to the TLD space.