On 26th August, 2025, the State Administration for Market Regulation released a batch of typical cases on trademark administrative enforcement for brand protection (part one), including two cases involving infringement related to counterfeit products in the fashion industry of internationally known brands.

1. Infringement of Exclusive Trademark Rights of HERMÈS and Other Brands

In July 2023, the Guangdong Administration for Market Regulation (hereinafter the "AMR") identified more than 10 factories in the Huangbu and Jilong towns of Huizhou City suspected of manufacturing and selling counterfeit shoes of internationally known brands. The AMR, in collaboration with the Guangdong Provincial Public Security Department, immediately initiated a joint investigation. On August 10, 2023, the two authorities conducted a coordinated operation, successfully dismantling 27 counterfeit production sites, arresting 54 suspects, and seizing 21,000 pairs of counterfeit shoes bearing the registered trademarks of HERMÈS, CHANEL, DIOR, and others. In addition, 63,000 items of counterfeit packaging materials were confiscated, with the total value of the case amounting to CNY 216 million.

The actions of the parties involved were suspected of constituting a criminal offense, and the case was referred to judicial authorities for processing. Nineteen individuals involved in the case were sentenced to prison terms ranging from 1 year and 5 months to 4 years, and a total fine of CNY 3.8 million was imposed.

2. Infringement of Exclusive Trademark Rights of "Arc'teryx"

From October 2023 to April 2024, the Administration for Market Regulation of Sanmen County, Taizhou City, Zhejiang Province (hereinafter, the "AMR"), launched a special task force in collaboration with public security authorities, based on consumer reports. The task force successfully shut down a major counterfeit operation involving the full production and sale chain of counterfeit "Arc'teryx" jackets.

The suspects used online trading platforms to direct customers to WeChat, where they recruited agents and provided false business and return addresses to evade law enforcement actions. The illegal network involved nine provinces: Zhejiang, Sichuan, Fujian, Guangdong, Anhui, Liaoning, Jiangxi, Shandong, and Hebei, covering all aspects of the production and sales chain, including jacket manufacturing, trademark embroidery, packaging printing, hangtag production, and agent sales.

The total value of the case exceeded CNY 300 million. A total of 42 individuals were arrested, and 12 illegal sites and 4 criminal gangs were dismantled.

The actions of the parties involved were suspected of constituting a criminal offense, and the case was referred to judicial authorities for processing. Nineteen principals were sentenced to prison terms ranging from 7 months to 3 years and 4 months, with fines totaling CNY 1.497 million imposed. The remaining accomplices are still undergoing judicial proceedings.

Source:
https://www.samr.gov.cn/xw/zj/art/2025/art_e5b7e2cd2e354a26b96a698196e9fe24.html (Chinese)