BackgroundA well‑known European lifestyle brand discovered a surge of counterfeit products being sold on Chinese e‑commerce platforms and in offline markets. To make matters worse, a local company had already registered a similar trademark in China and was threatening the brand’s distributors.Challenges
- The foreign brand had limited prior IP registrations in China and no dedicated enforcement program.
- Counterfeiters operated through multiple small entities and online storefronts, making them difficult to tackle one by one.
- The existing local trademark registration created obstacles for brand‑owner actions and posed a risk to legitimate imports.
Our Approach
- Immediate Online and Administrative Actions
We worked with major e‑commerce platforms to remove infringing listings using available take‑down mechanisms, while collecting evidence for potential civil and administrative enforcement.
- Trademark Portfolio and Ownership Strategy
We filed applications to register core marks and key sub‑brands in relevant classes and subclasses, and initiated cancellation / invalidation proceedings against the bad‑faith registrant, arguing prior use and reputation where applicable.
- Targeted Raids and Evidence Collection
In cooperation with market regulators, we organized administrative raids on high‑volume counterfeit warehouses, seizing infringing goods and obtaining records of upstream suppliers and bank accounts.
- Civil Litigation and Deterrent Remedies
We brought civil infringement suits against primary counterfeiters and the bad‑faith registrant, seeking injunctions, damages, and orders to change company names and cease use of the infringing mark.
- Long‑Term Brand Protection Program
We helped the client set up a monitoring system for new trademark filings and online infringements, and trained their regional team on China IP protection best practices.Results
- The bad‑faith trademark registration was successfully invalidated, clearing the way for the client’s own registrations.
- Major online counterfeit channels were significantly reduced, and key infringers received court orders and monetary judgments.
- The client strengthened its position with Chinese distributors and licensees, with a clearer, enforceable IP portfolio.
Key Takeaways
- Early and proactive trademark registration in China is critical, even before large‑scale market entry.
- Combining online enforcement, administrative actions, and selected civil litigation can create meaningful deterrence.
- A structured brand protection program in China protects both reputation and revenue.
Call to ActionIf your brand is facing counterfeits or trademark squatting in China, our IP team can help you design and implement an effective protection and enforcement strategy.