P&G(PG) 36氪·2024-03-29 11:48Core Points - Guangzhou Procter & Gamble (P&G) has initiated over 160 trademark infringement lawsuits since the beginning of the year, indicating a significant increase in legal actions against retailers selling counterfeit products [2][4] - The trend of trademark protection is not limited to P&G; other domestic giants like Shanghai Jahwa and Guangzhou Blue Moon have also ramped up their legal efforts, with Shanghai Jahwa filing over 180 lawsuits and Guangzhou Blue Moon over 36 lawsuits in the same timeframe [4][5] - The increase in lawsuits reflects a broader industry trend where major companies are actively protecting their brand integrity against counterfeit products, particularly in lower-tier cities where the issue is more prevalent [4][6] Summary by Sections Legal Actions - Guangzhou P&G has filed 65 civil lawsuits related to trademark infringement in various regions, including Jiangsu, Zhejiang, and Shenzhen, targeting supermarkets and convenience stores [1] - The lawsuits primarily focus on products like "Safeguard" soap and "Head & Shoulders" shampoo, with P&G seeking to stop sales and claim damages [2][3] - The company has seen a rising trend in trademark infringement cases, with a total of 1,307 cases filed from 2019 to 2023, showing a significant increase in enforcement actions [2][3] Industry Context - The rise in trademark infringement lawsuits is part of a larger battle among domestic and international personal care giants to protect their brands as counterfeit products proliferate [4][5] - The legal actions are often directed at retail channels, as these are seen as the primary points of sale for counterfeit goods, making it easier for companies to enforce their rights [5][6] - The prevalence of counterfeit personal care products is attributed to high market demand and the relative ease of producing fake goods, complicating enforcement efforts [6][7] Regulatory Environment - There has been an increase in regulatory actions against counterfeit products, with local authorities launching joint operations to combat the sale of fake personal care items [6][7] - The industry faces challenges from new sales channels like live streaming and community group buying, which complicate the enforcement of trademark rights [6][7] - Long-term solutions to the counterfeit issue will require collaboration among regulators, platforms, and brands to create a more transparent market [7]