Hub: E-commerce hub · Trademarks: First-to-file · Guide: TM practical guide · Lawyers: IP directory.
Prepare before you need a takedown
- Register trademarks in China early — first-to-file reality · wiki.
- Record rights in platform IPR protection centres (brand registries) with clear ownership chains.
- Maintain authorised seller lists; unauthorised genuine grey-market may need a different theory than pure counterfeits.
- Watchhouse keywords, house numbers, and live-stream titles—not only main product images.
Notice-and-takedown workflow
- Capture the listing URL, shop ID, screenshots, and purchase samples if needed.
- Match the right right: trademark, copyright (images/text), design patent, unfair competition.
- File via platform IPR portal with Chinese ownership documents and POA if agent-filed.
- Track complaint IDs; prepare for counter-notice from the seller.
- Repeat across platforms—counterfeiters multi-home.
Evidence that wins platform review
- Trademark registration certificates (correct classes)
- Copyright ownership for original product photos
- Side-by-side comparison of counterfeit vs genuine
- Notarised purchases for high-value or litigation-bound cases
- Chain of title if the registrant is an offshore parent
When platforms are not enough
- Repeat offender factories—civil suit, administrative raid support, or criminal referral thresholds
- Export of counterfeits from China—customs IP recordation and outbound monitoring
- Live-stream KOLs—contract and platform dual complaints
- See disputes centre for harder enforcement · Disputes
Brand ops checklist
- [ ] China TM portfolio covers core classes and defensive marks
- [ ] Platform brand registries completed for major marketplaces
- [ ] Weekly monitoring cadence (manual or vendor)
- [ ] Standard complaint pack templates in Chinese
- [ ] Sample purchase budget and notarisation counsel on call
- [ ] Authorised dealer policy published
- [ ] Metrics: time-to-takedown, recidivism rate
Counsel
E-commerce hub CBEC customs orientation IP lawyers Find counsel
General information only—not legal advice. Platform rules change frequently. Last reviewed: August 2026
