Hanting Hotel - Public Survey on the Generic Nature of the Term 'Zero-Pressure Room'
Company overview
Hanting Starlight (Shanghai) Hotel Management Co., Ltd. was established in 2006 and is a subsidiary of Hanting Group. It primarily engages in hotel management and related services and serves as a key operating entity within the Hanting brand's operational framework. The Hanting Group currently operates hotel networks across multiple countries and owns several brands, including Hanting, Qianqi, and Juzi, demonstrating strong chain operation capabilities and extensive market reach. As a leading economy-class hotel brand, Hanting enjoys high visibility and broad consumer base within the domestic accommodation market.
Research background
In the context of accommodation services, the term 'Zero-Pressure Room' has been used for many years and has become associated with consumer perceptions of sleep quality, stress reduction, and relaxation. Meanwhile, Mengbaiye Home Appliance Technology Co., Ltd. has incorporated both '0-Pressure Room' and 'Zero-Pressure Room' into its own brand portfolio and has publicly disclosed its efforts since 2012 to establish hotel partnership models under this concept. There remains an ongoing debate—both in the marketplace and in legal circles—regarding whether the term should be recognized as a trademark in Class 43 (accommodation services), or whether it has already become widely understood by the public as a descriptive or functional designation for a specific type of room. In this context, Hanting Starlight (Shakeup) Hotel Management Co., Ltd. requires an independent, objective, and verifiable public survey to provide direct social perception evidence based on actual consumer understanding, supporting relevant legal proceedings.
Research scope
In January 2026, CEIDEA Research was commissioned by Hanting Starlight (Shanghai) Hotel Management Co., Ltd. to conduct a specialized public survey on whether the term 'Zero-Pressure Room' has become a commonly recognized generic expression among the general public. The study focused on ordinary consumers as the primary research group, excluding hotel staff, and collected samples through random in-person intercepts in Beijing and Shanghai, with standardized electronic questionnaire procedures implemented uniformly. During the research, the project specifically examined respondents' first impressions, understanding of meaning, source attribution, contextual usage, and brand association tendencies regarding the term 'Zero-Pressure Room' under conditions without brand cues. This enabled differentiation between whether the term was primarily perceived as a descriptive or functional designation for a particular type of accommodation or room, or whether it was clearly recognized as a distinctive trademark indicating a specific commercial source. Additionally, the study included simulated judgment questions to further assess the public's perception of the reasonableness of registering the term as a trademark. Throughout the project, design principles emphasized sample randomness, questionnaire standardization, process traceability, and result verifiability, ensuring the findings closely align with the requirements for objectivity and rigor expected in judicial contexts.
Expected outcomes
This study is expected to systematically present the overall public perception of the term 'Zero-Pressure Room,' clarifying whether it is predominantly perceived as a descriptive, functional, or generic designation for a room type, or whether it exhibits a stable and consistent association with a single commercial source. The research findings will be compiled into a complete set of evidence materials, including the execution plan, official questionnaire, raw data, and analytical report. These materials will provide Hanting Starlight (Shanghai) Hotel Management Co., Ltd. with more compelling public perception evidence for use in trademark invalidation proceedings, administrative litigation, and subsequent legal actions. Additionally, the findings will contribute to market-based arguments regarding the public nature of the term, its industry usage boundaries, and potential confusion risks, thereby supporting overall litigation and brand protection strategies.
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