Search engine giant Google began its formal use of Chinese name Guge in 2006 when it established Chinese subsidiary Google China. Just one hour after Guge was announced, a company with the name Beijing Guge Technology (led by Tian) obtained government approval to be in business. It marked the beginning of a long-running scuffle between the two namesake companies.

In the trademark and unfair competition case concerning Guge, the Beijing No.1 Intermediate People's Court held that the Beijing company had registered in bad faith. Unfair competition was constituted. The court held that Google had a strong reputation and Beijing Guge intentionally used Guge in its trade mark. This led to confusion with the public and violated the principles of fairness and good faith as well as recognized business ethics. Therefore, the court ordered Beijing Guge to cease use of the trade name and request a name change before the relevant authority ensuring that the modified name did not include. It was ordered to pay Google China 100,000 yuan in damages.