Our client, CHOMEL PTE LTD ("Chomel"), is a jewelry brand from Singapore, established in 2004. Chomel holds exclusive rights to the Chomel trademarks in China under registration numbers 5274137, 46933061, and 38492529. Thanks to its innovative designs and high-quality products, Chomel has gained a large fan base in China. However, the brand has also faced repeated instances of counterfeiting and infringement. In response, Chomel has actively pursued a series of multi-faceted enforcement actions to protect its rights.

We are honored to have accompanied Chomel throughout its enforcement journey.

Trademark Enforcement Actions Before the China Trademark Office

Acquiring trademark rights is a fundamental tactic used by infringers to "legitimize" their actions. To effectively combat such infringement, it is necessary to eliminate their trademark rights at the root. Our firm has filed oppositions and invalidation requests against these infringing trademarks before the China Trademark Office (CTMO). As a result, all of our requests have been fully supported by the CTMO. The details of the cases are as follows:

Online Enforcement Actions Against Trademark Infringement on E-commerce Platforms

Since Chomel's products primarily fall into the category of fast-fashion jewelry, online sales constitute a major distribution channel in China. Consequently, trademark infringement on e-commerce platforms is widespread. Our firm has assisted Chomel in efficiently combating such infringements through online complaint mechanisms.

JD.com (Jingdong) Enforcement

Before officially launching its store on JD.com, Chomel engaged our firm to investigate infringing products and sellers on the platform. The investigation revealed numerous counterfeit products, with some sellers even posing as authorized distributors.

We filed complaints through JD’s Intellectual Property Protection Platform and proactively engaged with JD’s brand protection team. Thanks to our persistent efforts, JD.com fully supported our claims and removed all infringing stores and products. Moreover, JD.com has now implemented a policy requiring official confirmation from our firm before approving any distributor claiming to be an authorized seller, ensuring Chomel’s interests on the platform remain fully protected.

Alibaba & Taobao Enforcement

A large number of infringers operate on Alibaba platforms, particularly on Taobao, where the C2C (consumer-to-consumer) model makes it easy for counterfeit sellers to emerge.

Despite these challenges, we have achieved significant victories:

• The Alibaba Intellectual Property Protection Platform reviews our complaints within three days and promptly removes infringing products.

• A dedicated customer service team provides one-on-one assistance, enhancing the efficiency of the takedown process.

• As counterfeit sellers frequently reappear, we continuously monitor and file complaints to ensure sustained enforcement.

By actively enforcing Chomel’s rights online, we have not only protected its brand reputation but also cleared obstacles for its expansion in China’s e-commerce market. As a result, Chomel successfully launched its official flagship stores on:

• WeChat (June 2020)

• Tmall (October 2020)

• JD.com (November 2021)

With these steps, Chomel’s brand-building efforts in China have progressed smoothly.

Conclusion & Recommendations

We sincerely advise businesses to:

✅ Develop and protect their brands from the outset
✅ Adhere to principles of good faith and respect intellectual property rights
✅ Avoid infringing on others' IP in an attempt to gain illegal profits

"The long arm of the law is inescapable, and infringers will face legal consequences."

We also recommend that businesses proactively monitor trademarks and the market, staying informed of potential risks and swiftly addressing disputes to safeguard their brand and market presence.

Huahe IP Limited is committed to protecting enterprises’ IP rights in both domestic and international markets.