Seeing the vast market of China, many overseas brands have poured in like bees to start their cross-border e-commerce journey. The prosperity of the market is certainly eye-catching, but the challenges and dilemmas cannot be ignored either. Today, we will take a deep look at how overseas brands can stabilize their brand rights and interests and ensure the steady development of channels on the mainstream platforms of China's e-commerce.
First, let's focus on the current state of overseas brands. The situation of these brands in China varies: some have already successfully registered their trademark certificates with the State Trademark Office of China;Others choose to register a Madrid trademark and at the same time obtain a certificate of territorial extension in China and a certificate of trademark filing;However, there are still some brands that are of pure overseas origin and have not yet been trademarked in China or internationally. It is worth noting that only the first two types of brands have the qualifications to defend their rights on domestic e-commerce platforms such as Taoxi, JD.com, Pinduoduo, and Douyin.
Therefore, after preparing the qualifications, overseas brands can protect their rights on domestic e-commerce platforms and solve such problems as infringing sales, counterfeit products, and low prices encountered online.
In terms of method, it is consistent with the online rights protection of domestic brands, and can be used on platforms such as Ali and JD.com to protect intellectual property rights (trademark rights, copyrights, patent rights), industrial and commercial reports, personal reports, etc., to achieve the purpose of control and control.
Managing online issues can bring many benefits to a brand's long-term online growth, such as:
1) Maintain the brand e-commerce platform system: By controlling the online price, it can maintain the rationality and stability of the brand, safeguard the rights and interests of consumers, and also benefit the reputation and competitiveness of the brand.
2) Deletion of infringements: Timely detection and deletion of infringements on e-commerce platforms, including infringement of trademarks, copyrights, patents, etc., can protect the intellectual property rights of brands, prevent the circulation of pirated and counterfeit products, and maintain brand image and interests.
3) Crack down on fakes: For the links of counterfeit goods found, they can be directly removed from the shelves and deleted or provide purchase vouchers to the brand, so as to crack down on fakes through legal means, safeguard the rights and interests of consumers, and enhance consumers' trust in the brand e-commerce platform.
4) Maintain the normal sales of brand channels: For brand products that are not allowed to be sold online, sales can be banned on the whole network through rights protection and control, so as to protect the interests of the brand's official channels and avoid affecting the sales of physical stores.
5) Co-opt individual sellers to become distributors: Incorporate some of the best individual sellers into the distribution system of the brand's e-commerce platform, which can better manage the authenticity of products, expand market share, increase sales channels, and promote the growth of sales performance. At the same time, product quality and service level can be improved through unified purchase channels and standardized management.
In short, by controlling online issues, we can maintain brand image and interests, protect consumer rights and interests, enhance market competitiveness, and promote performance growth and sales channel optimization. To maintain brand rights and interests and the stable development of channels on domestic mainstream e-commerce platforms, overseas brands need to pay attention to trademark registration and rights protection, strengthen platform cooperation and supervision, channel management and authorization, brand promotion and user participation, and establish a sound after-sales service system. By taking these factors into account, it can help overseas brands achieve stable development and competitive advantages in the Chinese market.