A strong brand is instrumental in winning new customers when entering China’s market. As lot of time and money is spent on building brand reputation, it can be damaging to SMEs if someone else started to sell their products under the same brand name. Thus, brand protection is the key to success on China’s market. Successful protection, however, requires a comprehensive strategy, including registering IP such as trademarks, monitoring the market and taking action when spotting infringements. 

During this webinar, our experts will be discussing brand protection strategies in China. Ms. Eloisa Hu from Wang Jing Law Firm will explain the implications of the new Trade Mark Law to brand protection delving into issues concerning bad faith trademark registrations and how the new law aims to curb these. Ms. Elinor Greenhouse, the IP Business Advisor of China IPR SME Helpdesk will provide practical advice on how to protect your brand on e-commerce platforms, focusing on removing counterfeit products from major platforms. Mr. Andrew Houlbrook will focus on fighting counterfeiters and other trademark infringers offline, providing an overview of enforcement mechanisms and how to track down and investigate counterfeiters.

Agenda

14:00 – 14:10     Introduction (SC, SH, Helpdesk, includes welcoming words from SC, SH and introduction of webinar rules as well as a short intro to China IPR SME Helpdesk)

14:10 – 14:40     Implications of the New Trade Mark Law to Brand Protection by Ms. Eloisa Hu

14:40 – 15:10     Brand Protection on E-Commerce platforms by Ms. Elinor Greenhouse

15:10 – 15:40     Tracking down Counterfeiters by Mr. Andrew Houlbrook

15:40 – 16:00     Q&A Session

Short Introduction of China IPR SME Helpdesk

The China IPR SME Helpdesk supports European Union (EU) Small and Medium-sized Enterprises (SMEs) to both protect and enforce their Intellectual Property Rights (IPR) in or relating to Mainland China, Hong Kong, Macao and Taiwan through the provision of free information and services. These take the form of jargon-free, first-line, confidential advice on intellectual property and related issues, plus training, materials and online resources.

The China IPR SME Helpdesk project is funded by the European Union and builds on the achievements of a pilot project carried out in 2008-10, the subsequent Phase II in 2010-2013 and Phase III in 2014. Phase IV ran from January 2015 to June 2018. As of September 2018 Phase V commenced expanding China IPR SME Helpdesk’s services also to the SMEs from COSME countries.

Speakers

Ms. Eloisa Hu

PRC Lawyer with Wang Jing & Co., Law Firm

Ms. Eloisa Hu

PRC Lawyer with Wang Jing & Co., Law Firm

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Ms. Eloisa Hu is a PRC licensed lawyer who practices in Intellectual Property (trademark), labor laws, dispute resolution, corporate compliance and foreign direct investment projects, with a portfolio of mostly international clients. She speaks fluent Spanish, English, Mandarin and Cantonese. Her understanding of foreign culture, thanks to her prior study and work experience in Spain and Latin America, combined with her legal knowledge and experience in PRC jurisdiction, allow her to provide a more comprehensive approach when offering professional services to international clients.
Ms. Hu is also active in legal seminars and activities organized by foreign chambers of commerce and consulates in Guangzhou, and has spoken on various legal topics such as Foreign Investment Law, Chinese labor laws, and Intellectual Property at different seminars. Ms. Hu is also a mediator for the Trade Dispute Complaint Station set up at the Canton Fair in collaboration with the Shenzhen Court of International Arbitration.

Ms. Elinor Greenhouse

IP Business Advisor of China IPR SME Helpdesk

Ms. Elinor Greenhouse

IP Business Advisor of China IPR SME Helpdesk

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Ms. Elinor Greenhouse is the IP Business Advisor of China IPR SME Helpdesk. Ms. Greenhouse holds a Bachelor’s degree in Law and Criminology from the University of Sheffield and is currently obtaining a Master’s degree in Chinese Law from Peking University. Previously, Ms. Greenhouse has worked as a legal consultant at Kangxin Partners law firm, where she represented Fortune 500 companies as well as SMEs on contentious and non-contentious IP matters. During her time at Kangxin Partners Ms. Greenhouse presented a series of webinars on IP law in China for a client with the China-Britain Business Council, appeared as panelist on the Chinese political talk show ‘Tiger Talks’ and published several articles including “Assessing China’s IP Enforcement Mechanisms” in Managing Intellectual Property. Ms. Greenhouse is a native English speaker, fluent in Chinese.

Mr. Andrew Houlbrook

Director and Senior Security Consultant with PSU (China) Consulting

Mr. Andrew Houlbrook

Director and Senior Security Consultant with PSU (China) Consulting

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Mr. Andrew Houlbrook is a director and senior security consultant with PSU (China) Consulting, based in Beijing. He specialises in advising and supporting the firm's clients to better manage information security challenges in China, which includes the abuse and theft of intellectual property. Andrew has a background as an intelligence analyst and worked for several years with the Metropolitan Police's Specialist Crime Directorate in London.

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