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知識產(chǎn)權(quán) - 跨境平臺「商標(biāo)侵權(quán)」案件申訴指引

本篇將著重從以下幾個(gè)方面向商家進(jìn)行說明,并引導(dǎo)商家就商標(biāo)投訴問題進(jìn)行合理的申訴:


Guidelines for Appealing Against Trademark Infringement Complaints


一、什么是商標(biāo)


I. What is a trademark


二、被控侵權(quán)后果


II. Consequences of trademark infringement


三、如何查詢投訴方注冊商標(biāo)

III. How to search the complainant's registered trademark


四、如何準(zhǔn)備商標(biāo)申訴材料 & 如何在商家后臺發(fā)起被控商標(biāo)侵權(quán)申訴


IV. How to prepare appeal material and raise an appeal


一、基礎(chǔ)知識-什么是商標(biāo)


商標(biāo)是將某商品或服務(wù)標(biāo)明是某主體所生產(chǎn)或提供的顯著標(biāo)志,使商品或服務(wù)與特定的商品或服務(wù)的提供商建立明確對應(yīng)的聯(lián)系,并承載商品或服務(wù)提供商的商譽(yù),包括文字、圖形、字母、數(shù)字、三維標(biāo)志、顏色組合和聲音等,均可以作為商標(biāo)申請注冊。未經(jīng)商標(biāo)權(quán)人許可,在相同或類似的商品或服務(wù)上(含實(shí)物及信息頁面)出現(xiàn)與他人注冊商標(biāo)相同或近似的標(biāo)識,導(dǎo)致一般消費(fèi)者產(chǎn)生混淆的,可能構(gòu)成侵犯他人注冊商標(biāo)權(quán)。

A trademark is a recognizable sign that identifies a product or service of a particular source from those of others, so that the product or service is clearly associated with the provider, and carries the goodwill of the product or service provider. A phrase, word, graphic, number, 3D symbol, color combination or sound could be considered as a trademark and eligible for registration. Without permission from the trademark owner, the use of a trademark which is identical with or similar to a registered trademark of others on a product or service (including the product or information page) which is likely to cause confusion among consumers would be constituted as trademark infringement.


商標(biāo)近似:商標(biāo)近似是指兩個(gè)標(biāo)識在字形、讀音、含義或者圖形的構(gòu)圖及顏色,或者上述要素的組合以后的整體結(jié)構(gòu)比較相似。

A trademark is a recognizable sign that identifies a product or service of a particular source from those of others, so that the product or service is clearly associated with the provider, and carries the goodwill of the product or service provider. A phrase, word, graphic, number, 3D symbol, color combination or sound could be considered as a trademark and eligible for registration. Without permission from the trademark owner, the use of a trademark which is identical with or similar to a registered trademark of others on a product or service (including the product or information page) which is likely to cause confusion among consumers would be constituted as trademark infringement.


商標(biāo)類型:在平臺經(jīng)常出現(xiàn)的商標(biāo)類型主要分為:

Types of trademarks: Trademarks commonly seen on the Platform are classified as follows:


(1)商品商標(biāo)和服務(wù)商標(biāo),顧名思義,商品商標(biāo)就是出現(xiàn)在商品上標(biāo)識商品來源的商標(biāo),服務(wù)商標(biāo)就是出現(xiàn)在服務(wù)類目上的商標(biāo),如船舶運(yùn)輸、航運(yùn)等;

1) Trademarks and service marks: As the name implies, a trademark is a mark that appears on a product to identify the source of the product, while a service mark is a mark that appears on a service, such as shipping services.


a.商品商標(biāo)

a. Trademarks



b.服務(wù)商標(biāo)

b. Service marks



(2)平面商標(biāo)與立體商標(biāo):根據(jù)商標(biāo)是二維還是三維的,商標(biāo)可以進(jìn)一步分為平面商標(biāo)和立體商標(biāo)。比如,美國注冊的商品的立體商標(biāo)包括產(chǎn)品本身或其銷售包裝的外形。服務(wù)的立體商標(biāo)包括如餐廳的內(nèi)部形態(tài)、零售設(shè)施的外部形態(tài)或某一銷售點(diǎn)的展示,如服務(wù)提供商所使用或因與宣傳服務(wù)相關(guān)而使用的服裝。

2) 2D trademarks and 3D trademarks: Trademarks could be further divided as 2D and 3D trademarks based on their shapes. For example, a 3D trademark registered in the United States could be the shape of the product itself or the packaging in which it is sold. A 3D service mark could be, for example, the interior design of a restaurant, the exterior design of a retail establishment or the point-of-sale display, such as a costume used by the service provider or in connection with the services.


a.立體商標(biāo)(商標(biāo)為商品整體或局部,商標(biāo)范圍不含線)

a. 3D trademark (A 3D trademark is the appearance of the whole or part of a product. The part shown in dotted lines is not a part of the mark.)



b.平面商標(biāo)(可以由文字、字母、數(shù)字、顏色或平面設(shè)計(jì)等構(gòu)成,用以標(biāo)識商品來源)

a. 3D trademark (A 3D trademark is the appearance of the whole or part of a product. The part shown in dotted lines is not a part of the mark.)



商標(biāo)侵權(quán):根據(jù)中國商標(biāo)法的定義,未經(jīng)商標(biāo)注冊人的許可,在同一種或近似商品上使用與其注冊商標(biāo)相同的商標(biāo),或在同一種/近似商品上使用與其注冊商標(biāo)近似的商標(biāo),容易導(dǎo)致混淆的,均可能構(gòu)成侵犯他人注冊商標(biāo),是被平臺所禁止的行為,若你在相同或類似的商品上使用同他人注冊商標(biāo)相同或類似的標(biāo)識,可能面臨投訴甚至受到平臺處罰。

Trademark infringement: As defined under the Trademark Law of the People's Republic of China, trademark infringement refers to the use of a trademark which is identical with a registered trademark on the same or similar products without the consent of the trademark owner, or unauthorized use of a trademark which is similar to a registered trademark on the same or similar products which is likely to cause confusion among consumers. Such behavior is prohibited on the Platform. If you use a mark which is identical with or similar to a registered trademark of others on the same or similar product, you may face a complaint or even punished by the Platform.


二、被控商標(biāo)侵權(quán)后果及相應(yīng)規(guī)則:

II. Consequences of trademark infringement and related rules


你需要注意的是,平臺禁止任何形式的侵犯他人知識產(chǎn)權(quán)的行為。

Please note that any intellectual property right violations are prohibited on the Platform.


你的商品被投訴方投訴侵犯其注冊商標(biāo)專用權(quán),


When you received a complaint that your product infringes the complainant's exclusive right of its registered trademark,


當(dāng)你是Alibaba.com 交易平臺商家,煩請查詢:

https://rule.alibaba.com/rule/detail/11000392.htm(阿里巴巴國際站知識產(chǎn)權(quán)規(guī)則)


if you are a seller on Alibaba.com, please refer:

https://rule.alibaba.com/rule/detail/11000393.htm


如果你是阿里全球速賣通商家,煩請查詢(全球速賣通知識產(chǎn)權(quán)專區(qū)):

https://sell.aliexpress.com/zh/__pc/ipr_rules.htm


if you are a seller on AliExpress.com, please refer:-

https://sell.aliexpress.com/zh/__pc/77Y4QdcvjD.htm


侵權(quán)類型

Types of Infringements


(1) 嚴(yán)重侵權(quán):未經(jīng)注冊商標(biāo)權(quán)人許可,在同一種商品上使用與其注冊商標(biāo)相同或相似的商標(biāo)(以及其他商標(biāo)性使用的情況)。平臺會累積被記振次數(shù),違規(guī)達(dá)到預(yù)定次數(shù)將被關(guān)閉賬號。

1) Serious violations: Unauthorized use of a trademark which is identical with or similar to a registered trademark on the same type of products (and use as a trademark in other ways). Your violations will be recorded by the Platform. When the number of violations reach a certain threshold, your account will be closed.


(2)不當(dāng)使用:其他未經(jīng)權(quán)利人許可,不當(dāng)使用他人注冊商標(biāo)的行為。首次違規(guī)平臺將給予警告處理,后續(xù)違規(guī)將匹配扣分處理,扣分累計(jì)達(dá)到上限將導(dǎo)致賬號被關(guān)閉。

2) General violation: Improper use of a registered trademark without the permission of the trademark owner. Platform will provide a warning for first-time violation. For subsequent violations, you will be imposed point penalty based on the severity of the violations. When the penalty points reach a certain threshold, your account will be closed.


平臺有權(quán)對用戶產(chǎn)品違規(guī)及侵權(quán)行為及用戶店鋪采取處罰,包括但不限于 (i)退回或刪除商品/信息; (ii)限制商品發(fā)布; (iii)暫時(shí)凍結(jié)賬戶; 及 (iv) 關(guān)閉賬號。對于關(guān)閉賬號的用戶,平臺有權(quán)采取措施防止用戶再次在平臺上進(jìn)行登記。

In case of any product violation and infringing act, the Platform has the right to impose punishments, including but not limited to: (1) deleting products/information; (2) restricting the listings of products; (3) temporarily freezing the account; and (4) closing the account. For sellers whose accounts are closed, the Platform has the right to prevent them from signing up again.


注意,如你認(rèn)為自己并不侵權(quán),希望進(jìn)行申訴:

Please note that if you believe you did not infringe any trademark and want to appeal:


alibaba.com 直接點(diǎn)此進(jìn)入申訴通道:https://appeal.alibaba.com/complaint/seller/appeal.htm

For Alibaba.com, please raise the appeal at: https://appeal.alibaba.com/complaint/seller/appeal.htm


全球速賣通平臺,點(diǎn)此進(jìn)入申訴通道https://appeal.aliexpress.com/complaint/seller/appeal.htm

For AliExpress.com, please raise the appeal at: https://appeal.aliexpress.com/complaint/seller/appeal.htm


三、如何查詢投訴方商標(biāo):

III. How to search the complainant's registered trademark


(1)直接下載:

你可以從平臺你的侵權(quán)申訴頁面-知識產(chǎn)權(quán)附件-下載附件-直接下載投訴方商標(biāo)證書;

1)Download directly: Access the Appeal page sent by the Platform, go to Intellectual property Attachment - Download Attachment, and download the complainant's trademark registration certificate:



(2)公開在線查詢:

2)Search online:


中國:國家知識產(chǎn)權(quán)局網(wǎng)站/國家商標(biāo)局(http://sbj.cnipa.gov.cn/sbcx/),輸入知識產(chǎn)權(quán)編號查看商標(biāo)信息

China: Search the website of the Trademark Office of China National Intellectual Property Administration by inserting the registration number: http://sbj.cnipa.gov.cn/sbcx/


美國:美國專利商標(biāo)主管機(jī)關(guān)網(wǎng)站查詢:https://www.uspto.gov/trademarks/search

United States: Search the website of the United States Patent and Trademark Office: https://www.uspto.gov/trademarks/search


歐盟:歐盟商標(biāo)主管機(jī)關(guān)網(wǎng)站查詢:https://euipo.europa.eu/ohimportal/trade-marks

EU: Search the website of the European Union Intellectual Property: https://euipo.europa.eu/ohimportal/trade-marks


四、如果被投訴侵犯他人注冊商標(biāo)標(biāo)識,應(yīng)當(dāng)如何申訴?需要準(zhǔn)備哪些申訴材料?

IV. How to file an appeal if you received a complaint of infringement of a registered trademark? What material should you prepare?