🔸 In 2019, Alibaba applied to register the “双11” (Double 11) trademark and the application was rejected. Alibaba then brought an action to court. At first instance, the court also rejected Alibaba’s claim, stating that the mark lacked distinctive features. At appeal, the Beijing Higher People’s Court rejected Alibaba’s appeal and upheld the judgment at first instance.

ℹ️ Source: https://www.lexology.com/library/detail.aspx?g=b7660ed2-ab3f-4c42-994a-7d713ea4f0ea