Core Viewpoint - The home furnishing industry is facing a significant challenge with frequent trademark infringement and unfair competition disputes, highlighting the need for stronger brand protection measures [1][4][8]. Group 1: Legal Cases and Outcomes - Beike's brand "Beiwow" won a trademark infringement case against Shangqiu Beiwow Mingsai Decoration Engineering Co., which was ordered to cease infringing activities and pay 50,000 yuan in damages [3][4]. - The court found that the defendant's use of the "Beiwow" mark in signage and advertising could confuse consumers, constituting trademark infringement and unfair competition [3][4]. - Other notable cases include a 3.8 million yuan compensation ruling against a defendant infringing on the "Jiumu" brand and a 300,000 yuan ruling against a company infringing on the "Oppein" brand [4]. Group 2: Industry Trends and Challenges - The frequency of trademark infringement cases in the home furnishing sector is on the rise, particularly in emerging fields like integrated and customized home furnishing [4][6]. - Factors contributing to this trend include the low cost and high profit potential of imitating established brands, as well as the challenges of managing brand identity across a wide network of distributors [5][6]. - The complexity of the home furnishing industry, with its diverse product categories, increases the risk of infringement due to insufficient cross-category trademark protection [6]. Group 3: Consumer Awareness and Behavior - Many consumers lack the knowledge to distinguish between genuine and counterfeit brands, often relying on brand names and appearances for their purchasing decisions [7]. - This information asymmetry allows counterfeit brands to mislead consumers, particularly in offline stores and smaller cities [7]. - Consumer awareness initiatives are necessary to help individuals recognize authentic brands and report infringements [9]. Group 4: Regulatory and Policy Recommendations - There is a call for enhanced regulatory measures to combat trademark infringement, including improving the intellectual property protection system and increasing penalties for violators [8]. - The government aims to establish a comprehensive intellectual property protection network by 2027, with a focus on cross-regional enforcement collaboration [8]. - Companies are encouraged to proactively develop brand protection strategies as part of their long-term business plans [9].