A family-run lodging in Hebei Province, operating under the name "Golden Season Hotel," finds itself in legal hot water after being sued by the corporate entity behind the well-known "All Seasons Hotel" chain. The lawsuit alleges trademark infringement and unfair competition, with damages sought amounting to 100,000 yuan.
An on-site visit by reporters on August 21 revealed a stark contrast between the two establishments. The small hotel's blue signage displays "Golden Season Hotel" in gold and red lettering. With only about a dozen rooms, the property features typical budget accommodations: simple painted walls, laminate flooring, and basic wooden bed frames, with no branded amenities in sight.
The proprietor, Ms. Zhao (with the business license registered under her husband Mr. Cao), explained that the hotel was registered as an individual business on August 2, 2021. "I came up with the name 'Golden Season' myself when opening. I had no concept of trademark registration back then and didn't know I needed to conduct a trademark search beforehand," she said, noting that the name cleared the verification process and received approval for the business license, leading her to believe it was legally sound.
Ms. Zhao emphasized the vast difference in positioning between her establishment and the chain hotel: "Most of our guests are migrant workers and students. Monthly rentals run just 1,200 yuan, while daily rates are only 50 to 60 yuan. If I really wanted to capitalize on the chain's popularity, why would I price it this way? Our customer base is completely different." She added, "Our signage, décor, and scale bear no resemblance to the chain hotel whatsoever. I never once considered riding on their brand recognition."
In the second half of 2025, Ms. Zhao received a civil complaint that she initially dismissed as a scam. "There was no prior legal notice—just a direct lawsuit demanding 100,000 yuan," she recalled. After confirming its legitimacy, the family was so shaken they closed for business for a full month and subsequently renamed the establishment "Enjoy Silent Beauty Hotel."
The complaint, filed by Hanting Star (Shanghai) Hotel Management Co., Ltd., demands the immediate cessation of trademark infringement involving the "All Seasons Hotel" name, removal of the infringing signage, and prohibition of any further use of similar identifiers. In July, Ms. Zhao received a court summons from Zhengding County People's Court. During settlement discussions, the plaintiff's attorney initially mentioned a possible reduction to 30,000 yuan, but communications subsequently ceased. The case is scheduled for hearing on August 24.
Public records show that Hanting Star registered the "Golden Season" trademark on July 14, 2025. The hotel can no longer be found on Meituan's platform, though it still appears as "Golden Season Apartments" on Amap. When contacted for comment, Huazhu Group's brand department, which oversees the chain hotel, acknowledged receipt of the report and indicated they would relay the matter to higher management before responding.
Legal expert Zhou Zhaocheng of Beijing Anjian Law Firm provided professional analysis of the case. He explained that passing name verification for a business license does not confer trademark legitimacy. Business entity names fall under market supervision administration, while trademark rights are governed by the intellectual property system—two independent frameworks. Name registration primarily checks for conflicts within the same industry and jurisdiction, without comprehensive trademark screening, whereas trademark protection extends nationwide.
Regarding damages, Zhou noted that the amount claimed in a complaint does not equal the final judgment. Courts exercise discretion based on operational scale, duration, profitability, and likelihood of confusion, applying proportionality principles for small merchants with thin margins. He urged all individual business operators to conduct trademark searches before selecting names and obtaining licenses, warning that riding on popular terms or using similar-sounding names risks years of hard work being undone by infringement claims, forced renaming, and financial penalties.
The case has sparked public debate. Some netizens point out that "Gold" and "All" characters could indeed be easily confused, with some sharing personal anecdotes of mistakenly booking the budget hotel while searching for the chain. Others, however, view the legal action as trademark bullying and overreach, questioning where the line should be drawn between legitimate brand protection and corporate intimidation of small businesses.