How to protect your brand on Chinese e-commerce platforms

27.10.2025

Chinese platforms such as Taobao, Tmall, JD, Pinduoduo, and Red Note increasingly facilitate sales of German products in China. 

 

At the same time, some local brands market themselves as “German made” to exploit Germany’s premium reputation—for example, KBH, a Chinese cookware seller founded in 2013, used “German brand/technology” claims to drive more than RMB 1.5 billion in 2020 revenue on major platforms despite repeated penalties and exposure. KBH also announced in 2020 that it had acquired “Carl Mertens,” but investigations showed the entity was incorporated in 2014 by a Chinese investor and operated mainly as a wholesaler. Other examples published by the authorities in 2024 include: a live-streaming blogger who sold more than CNY 200,000 worth of counterfeit Adidas and Nike clothing; several online shops that sold counterfeit Bosch power tools worth over CNY 3 million; and an online shop that sold counterfeit Zwilling kitchenware totaling CNY 7.4 million in 2022.

 

As German brands gain visibility, such cases are rising. Common issues include unauthorized use of German brand names or trademarks, false claims of “official” affiliation to German brands, and parallel imports. The consequences can be serious: brand dilution, price erosion, revenue loss, distributor conflicts, counterfeit safety risks, reputational damage, and non compliance of parallel imports with local standards (e.g., specifications, plugs, warranties, labeling). 

 

To address these risks efficiently, you can leverage platforms’ Notice & Takedown procedures. We recommend a practical three step plan: screen, verify, and enforce. 

 

 

Step 1: Screen the platforms

 

  • Decide which products to screen. 
  • Identify potential “pirate shops” on platforms such as JD, Tmall, and Red Note. 
  • Document findings in a concise report, including shop details (name, company, platform, link, screenshots), product data (name, price, sales volume), and dated screenshots of listings, store pages, reviews, and any “official/authorized” claims. 
  • Repeat screenings regularly (e.g., quarterly, semi annually, or annually) to monitor new listings.

 

Step 2: Conduct test buys to verify authenticity

 

After screening, assess which listings require verification and carry out systematic test purchases from suspicious shops. Verify the products with clear photos and records, and retain any non conforming items. If the findings support enforcement, proceed with Notice & Takedown.

 

Step 3: Use platforms’ Notice & Takedown procedures

 

  • File through the platforms’ official systems (e.g., Taobao and Tmall Group’s Intellectual Property Protection Platform, “IPP” , Taobao and Tmall Group - Intellectual Property Protection Platform (IPP platform):
  • Set up an account and submit required documents (e.g., commercial register extract, power of attorney, trademark certificates). 
  • Prepare the complaint (describe the infringement and attach supporting documents) and upload the collected evidence. 
  • The platform will review and decide; accepted complaints result in listing removal, and additional documents may be requested if not accepted. 
  • Follow up with a search to confirm removal and detect re uploads.

 

Supplementary measures (if needed)

 

  • Report to local authorities (e.g., AMR), typically only if the infringer disputes the takedown and files a counter notification. 
  • Send a lawyer’s letter or, as a last resort, initiate civil litigation. 
  • Consider direct negotiation with the shop only after formal platform action, as platform involvement often prompts cooperation; note this route can be time consuming and uncertain.

 

Ongoing monitoring

 

Removing one “pirate shop” rarely eliminates the problem as new shops and channels appear quickly, making early detection critical. Regularly monitor major platforms and social media and initiate Notice & Takedown promptly. This approach is cost efficient, with clear rules, straightforward procedures, and short response times. 

 

WZR has successfully supported numerous clients in implementing Notice & Takedown procedures. We can provide tailored support for your brand in China. Please contact us to discuss next steps.

 

Beijing, October 27th, 2025