Study on the Status of Trademark Infringement and Countermeasures in Cross-Border E-Commerce in China

The rapid development of cross-border e-commerce has led to a significant increase in intellectual property rights (IPR) infringements and disputes. In particular, trademark infringement in China's cross-border e-commerce sector has become a critical issue. This study analyzes the current state and case studies of trademark infringement in China and derives the following key implications: (1) improving and internationalizing the legal framework for IPR in cross-border e-commerce, (2) enhancing the trademark protection awareness and capabilities of cross-border e-commerce enterprises, and (3) strengthening the role of cross-border e-commerce platforms in protecting intellectual property rights. Furthermore, practical and actionable countermeasures are proposed for each implication. These measures aim to establish an institutional framework to prevent trademark infringement in e-commerce at an early stage and provide a strategic direction for the role of cross-border e-commerce platforms in IPR protection.