Shanghai Guijiu (SH:600696) Mei Ri Jing Ji Xin Wen·2025-10-10 10:33Core Viewpoint - The trademark dispute between *ST Rock and Guizhou Guijiu Group has concluded with *ST Rock losing the case, resulting in a fine and the loss of the "Guijiu" name, which poses significant risks to its brand and financial stability [1][3]. Group 1: Legal Outcome - *ST Rock was ordered to pay a total of 418.85 million yuan in damages and legal fees due to trademark infringement and unfair competition [1][2]. - The court mandated *ST Rock to cease using the "Guijiu" name and related trademarks immediately [2][5]. Group 2: Financial Impact - The company announced that the legal ruling will lead to a reduction in its current profits due to the financial penalties imposed [3]. - The loss of the "Guijiu" name necessitates a complete rebranding, which includes changes to product packaging, advertising, and distribution channels, incurring high costs and potential consumer confusion [3][4]. Group 3: Historical Context - The trademark dispute dates back to December 2019 when Guizhou Guijiu filed a lawsuit against *ST Rock for using the "Guijiu" name [4]. - Previous court rulings had varied, with initial judgments favoring *ST Rock before the case was ultimately overturned in favor of Guizhou Guijiu [4][5].