(Source: https://pltfrm.com.cn)
Introduction
Robust trademark enforcement is vital for overseas brands thriving in China’s vast e-commerce ecosystem, where counterfeits and infringements threaten reputation and revenue. With 2025 updates strengthening platform accountability and administrative tools, effective strategies enable swift protection. This guide details proven practices for monitoring, takedowns, and long-term defense on major platforms.
1. Registering Trademarks and Recording with Customs
1.1 Securing CNIPA Registration Chinese registration is foundational for enforcement, enabling platform complaints and legal actions. Overseas brands should file promptly, covering variants and classes. 2025 reforms expedite bad-faith challenges.
1.2 Customs Recordation Benefits Recording trademarks with China Customs blocks counterfeit imports/exports at borders. This proactive step complements e-commerce monitoring. Regular updates maintain active status.
2. Leveraging Platform IP Protection Mechanisms
2.1 Notice-and-Takedown Procedures Major platforms require registered trademarks for efficient infringement removals. Submitting detailed evidence, including screenshots and certificates, accelerates processing. Consistent filings build credibility.
2.2 Platform-Specific Programs Tmall Global and JD Worldwide offer dedicated IP portals with faster responses for verified brands. Enrolling in premium protection enhances visibility and priority handling.
3. Monitoring and Evidence Collection
3.1 Digital Surveillance Tools Employ AI-driven monitoring to scan listings across platforms for infringements. Timely detection prevents widespread damage. Dated screenshots and URLs form strong evidence chains.
3.2 Gathering Use Proof Maintain records of genuine sales, ads, and listings to counter non-use claims. 2025 guidelines accept e-commerce data as valid proof. Organized archives support disputes.
4. Administrative and Legal Actions
4.1 CNIPA Oppositions and Invalidations Challenge bad-faith marks early through streamlined 2025 processes. Evidence of prior rights speeds resolutions. Administrative raids target large-scale infringers.
4.2 Coordinated Multi-Channel Enforcement Combine platform takedowns with customs seizures and local authority complaints. Cross-regional collaboration in 2025 improves outcomes against networked counterfeiters.
5. Real-World Case Study: German Wellness Brand Defense
A German wellness brand faced widespread counterfeits on Douyin and Tmall in early 2025, eroding trust. By registering variants, recording with customs, and using platform portals with comprehensive evidence, they removed thousands of listings and seized shipments, restoring authenticity and boosting verified sales significantly.
Conclusion
In 2025, overseas brands achieve strong trademark enforcement in China’s e-commerce through registration, vigilant monitoring, and multi-layered actions. Integrated strategies protect investments and foster consumer confidence in a competitive market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
