
When Copycat Trademarks Impact Your Brand: Insights from the “Shuang Fei Ren” Case for Foreign Brand Owners in China
For foreign brand owners operating in or selling products to China, one of the most significant—and often misunderstood—challenges is the deliberate registration of copycat trademarks by local entities. When a domestic company registers marks that closely imitate your brand, applies for them across various classes, and builds a parallel business leveraging the goodwill you have established, the repercussions extend well beyond a single trademark dispute. Such actions can block your market access, confuse consumers, and dilute the reputation you have invested years and substantial resources to build. Historically, many foreign rights holders believed the Chinese trademark system was skewed against them—that squatters could register marks without consequence, enforcement was slow and unreliable, and the only viable option was to repurchase their own brand at inflated prices. However, this outlook is no longer accurate. The Chinese trademark system, particularly the courts, have become increasingly proactive in invalidating registrations made in bad







