电商厮杀中，商标才是隐藏王牌：流量、信任与百亿估值的底层逻辑

Core Insights - Trademarks have become a crucial competitive advantage in the e-commerce market, influencing everything from traffic acquisition to trust establishment and asset appreciation [1] Group 1: Traffic Acquisition - Trademarks serve as a key to accessing traffic on major platforms like Tmall and JD, where registration is a mandatory requirement for entry [2] - Brands with registered trademarks can achieve a 15% higher exposure rate compared to those without, as they unlock search weighting and promotional opportunities [2] Group 2: Trust Building - Trust is a scarce resource in online transactions, and registered trademarks provide a direct trust endorsement, with 81% of consumers needing to trust a brand before purchase [4] - Stores with registered trademarks have a 37% higher repurchase rate than those without, linking trademarks to quality and after-sales commitments [4] Group 3: Legal Protection - Trademarks are essential for legal protection against infringement, with registered trademarks being the core basis for legal action [5] - Companies like "Yimi" successfully leveraged their registered trademarks to recover significant damages in infringement cases, highlighting the importance of trademark registration for small businesses [5] Group 4: Asset Valuation - Trademarks have evolved into core assets that can be valued and traded, with examples like "Wushan Crisp Li" achieving a brand value of 3.408 billion yuan after trademark registration [8] - Venture capital firms prioritize trademark completeness in due diligence, with companies like "Heytea" having trademark valuations exceeding 300 million yuan [8] Group 5: Strategic Recommendations - Companies should adopt a proactive approach to trademark registration, emphasizing early registration and comprehensive coverage across relevant classes [10] - Regular monitoring for infringement and utilizing platform IP protection tools are recommended to safeguard brand integrity [10]