E-commerce Platform IP Takedown in China: Brand Playbook

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

1. Capture the listing URL, shop ID, screenshots, and purchase samples if needed.
2. Match the right right: trademark, copyright (images/text), design patent, unfair competition.
3. File via platform IPR portal with Chinese ownership documents and POA if agent-filed.
4. Track complaint IDs; prepare for counter-notice from the seller.
5. 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

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