{"id":4491,"date":"2025-01-30T23:38:24","date_gmt":"2025-01-30T23:38:24","guid":{"rendered":"https:\/\/mediumturquoise-squid-939497.hostingersite.com\/?p=4491"},"modified":"2025-05-28T06:30:24","modified_gmt":"2025-05-28T06:30:24","slug":"ils-ont-perdu-leur-marque-en-chine-3-exemples-a-ne-jamais-oublier","status":"publish","type":"post","link":"https:\/\/www.chinabrandoffice.com\/en\/ils-ont-perdu-leur-marque-en-chine-3-exemples-a-ne-jamais-oublier\/","title":{"rendered":"They lost their trademark in China: 3 cases you should never forget"},"content":{"rendered":"<p>In a legal system based on the \"first-to-file\" rule, China gives no priority to prior use. As a result, many foreign companies \u2014 even famous ones \u2014 have had their own names hijacked. Here are 3 real, documented, and quantified cases. <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">1. <strong>Castel Fr\u00e8res (France)<\/strong><\/h2>\n\n\n\n<p><strong><strong>Sector:<\/strong> wine \u2013 Bordeaux<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Faits<\/strong> : Le groupe chinois Panati a d\u00e9pos\u00e9 d\u00e8s 2000 la marque \u5361\u65af\u7279 (\u201cKa Si Te\u201d, translitt\u00e9ration de &#8220;Castel&#8221;) en Chine.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Castel\u2019s mistake<\/strong>: the trademark was not filed in China on time.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Lawsuit<\/strong>: Panati sued Castel for unauthorized use of the word \u5361\u65af\u7279.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Ruling (2013)<\/strong>: Castel loses.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Penalty<\/strong>: 33.73 million yuan (\u2248 \u20ac4.2M) to be paid to Panati.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Consequence<\/strong>: Ban on using \u5361\u65af\u7279. Castel must change its name in China \u2192 \u201cKasidaile\u201d.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udcce <em>Source: Les Echos, AFDIP<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">2. <strong>Herm\u00e8s (France)<\/strong><\/h2>\n\n\n\n<p><strong>Sector: luxury<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Facts<\/strong>: The Chinese company Dafeng Garment Co. registered the trademark \u7231\u739b\u4ed5 (\"\u00c0i M\u01ce Sh\u00ec\", a pronunciation close to \"Herm\u00e8s\") in 1995.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Herm\u00e8s' mistake<\/strong>: it had never registered its name in Chinese characters.<\/li>\n\n\n\n<li><strong>Proc\u00e8s (2009\u20132012)<\/strong> : Herm\u00e8s tente de faire annuler la marque.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Ruling<\/strong>: Herm\u00e8s loses. The court rules that Herm\u00e8s could not prove its reputation in China at the time of filing.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Consequence<\/strong>: Herm\u00e8s cannot use this Chinese version of its own brand.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udcce <em>Source : China.org.cn<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">3. <strong>Michael Jordan (Nike, USA)<\/strong><\/h2>\n\n\n\n<p><strong>Sector: sports, apparel \u2013 (Landmark case, same logic applies to European brands)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\">Facts: Qiaodan Sports Co. Ltd registered the name \u201cQIAODAN\u201d (\u4e54\u4e39, transliteration of Jordan) in 2000.<\/li>\n\n\n\n<li class=\"translation-block\">Error: Neither Jordan nor Nike had protected this name in Chinese.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Lawsuit<\/strong>: Michael Jordan filed a lawsuit in 2012.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Ruling (2016)<\/strong>: He loses. The Chinese Supreme Court confirms that Qiaodan Sports retains the rights in several classes.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Consequence<\/strong>: Nike loses the exclusive use of the Chinese version of the name \u201cJordan\u201d (\u4e54\u4e39) for many categories.<\/li>\n<\/ul>\n\n\n\n<p class=\"translation-block\">\ud83d\udcce <em>Source: WIPO, Reuters<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Moral<\/h2>\n\n\n\n<p class=\"translation-block\">If you don\u2019t register your trademark yourself, someone else will do it before you.<br>And they will win.<br>Not because they are right, but because they were faster.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>\u2014 China Brand Office<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Dans un syst\u00e8me juridique fond\u00e9 sur la r\u00e8gle du &#8220;premier \u00e0 d\u00e9poser&#8221;, la Chine n\u2019accorde aucune priorit\u00e9 \u00e0 l\u2019usage ant\u00e9rieur. R\u00e9sultat : de nombreuses entreprises \u00e9trang\u00e8res (m\u00eame c\u00e9l\u00e8bres) se sont fait voler leur propre nom. Voici 3 cas r\u00e9els, document\u00e9s et chiffr\u00e9s. 1. Castel Fr\u00e8res (France) Secteur : vin \u2013 Bordeaux \ud83d\udcce Source : Les&#8230;<\/p>","protected":false},"author":1,"featured_media":4492,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[77],"tags":[54,52,55,53,51],"class_list":["post-4491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-actualites-pi-chine","tag-cas-juridiques-chine","tag-depot-de-marque-en-chine","tag-entreprises-europeennes","tag-propriete-intellectuelle","tag-usurpation-de-marque","th-blog blog-single has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/posts\/4491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/comments?post=4491"}],"version-history":[{"count":1,"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/posts\/4491\/revisions"}],"predecessor-version":[{"id":4493,"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/posts\/4491\/revisions\/4493"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/media\/4492"}],"wp:attachment":[{"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/media?parent=4491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/categories?post=4491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/en\/wp-json\/wp\/v2\/tags?post=4491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}