Core Viewpoint - The rapid rise of "People's Coffee Shop," a brand leveraging red culture and low pricing, faces significant challenges due to trademark issues and the emergence of imitators, raising concerns about brand protection and market integrity [1][5][7]. Group 1: Brand Expansion and Popularity - "People's Coffee Shop" has expanded from 1 store in 2021 to nearly 30 locations, becoming a social media sensation with its red-themed decor and nostalgic elements [1][2]. - The café's pricing strategy, with coffee priced between 9.8 yuan and 19.8 yuan, significantly undercuts competitors like Starbucks, attracting a young demographic [4]. Group 2: Imitation and Market Challenges - The brand has seen a proliferation of imitators, with over 60 similar establishments appearing across various provinces, some openly offering franchise opportunities [4][8]. - The lack of trademark registration for "People's Coffee Shop" complicates legal actions against these imitators, as the brand cannot claim infringement without a registered trademark [5][7]. Group 3: Legal and Trademark Issues - "People's Coffee Shop" has faced multiple rejections in its attempts to register the trademark, which has left the brand vulnerable to imitation and legal challenges [6][7]. - The absence of a core trademark means that while imitation may constitute unfair competition, proving the uniqueness and influence of the brand's design is challenging [7][8]. Group 4: Risks of Brand Reputation - The brand's association with the term "People" carries public implications, risking damage to public trust if imitators fail to maintain quality or safety standards [8]. - The company's decision to avoid franchising may stem from its cautious approach due to the unresolved trademark status, yet the uncontrolled growth of imitators poses a significant threat to its reputation [8].