本篇將著重從以下幾個方面向商家進行說明，并引導商家就商標投訴問題進行合理的申訴：

Guidelines for Appealing Against Trademark Infringement Complaints

一、什么是商標

I. What is a trademark

二、被控侵權后果

II. Consequences of trademark infringement

三、如何查詢投訴方注冊商標

III. How to search the complainant's registered trademark

四、如何準備商標申訴材料 & 如何在商家后臺發起被控商標侵權申訴

IV. How to prepare appeal material and raise an appeal

一、基礎知識-什么是商標

商標是將某商品或服務標明是某主體所生產或提供的顯著標志，使商品或服務與特定的商品或服務的提供商建立明確對應的聯系，并承載商品或服務提供商的商譽，包括文字、圖形、字母、數字、三維標志、顏色組合和聲音等，均可以作為商標申請注冊。未經商標權人許可，在相同或類似的商品或服務上（含實物及信息頁面）出現與他人注冊商標相同或近似的標識，導致一般消費者產生混淆的，可能構成侵犯他人注冊商標權。

A trademark is a recognizable sign that identifies a product or service of a particular source from those of others, so that the product or service is clearly associated with the provider, and carries the goodwill of the product or service provider. A phrase, word, graphic, number, 3D symbol, color combination or sound could be considered as a trademark and eligible for registration. Without permission from the trademark owner, the use of a trademark which is identical with or similar to a registered trademark of others on a product or service (including the product or information page) which is likely to cause confusion among consumers would be constituted as trademark infringement.

商標近似：商標近似是指兩個標識在字形、讀音、含義或者圖形的構圖及顏色，或者上述要素的組合以后的整體結構比較相似。

A trademark is a recognizable sign that identifies a product or service of a particular source from those of others, so that the product or service is clearly associated with the provider, and carries the goodwill of the product or service provider. A phrase, word, graphic, number, 3D symbol, color combination or sound could be considered as a trademark and eligible for registration. Without permission from the trademark owner, the use of a trademark which is identical with or similar to a registered trademark of others on a product or service (including the product or information page) which is likely to cause confusion among consumers would be constituted as trademark infringement.

商標類型：在平臺經常出現的商標類型主要分為：

Types of trademarks: Trademarks commonly seen on the Platform are classified as follows:

（1）商品商標和服務商標，顧名思義，商品商標就是出現在商品上標識商品來源的商標，服務商標就是出現在服務類目上的商標，如船舶運輸、航運等；

1） Trademarks and service marks: As the name implies, a trademark is a mark that appears on a product to identify the source of the product, while a service mark is a mark that appears on a service, such as shipping services.

a.商品商標

a. Trademarks

b.服務商標

b. Service marks

（2）平面商標與立體商標：根據商標是二維還是三維的，商標可以進一步分為平面商標和立體商標。比如，美國注冊的商品的立體商標包括產品本身或其銷售包裝的外形。服務的立體商標包括如餐廳的內部形態、零售設施的外部形態或某一銷售點的展示，如服務提供商所使用或因與宣傳服務相關而使用的服裝。

2) 2D trademarks and 3D trademarks: Trademarks could be further divided as 2D and 3D trademarks based on their shapes. For example, a 3D trademark registered in the United States could be the shape of the product itself or the packaging in which it is sold. A 3D service mark could be, for example, the interior design of a restaurant, the exterior design of a retail establishment or the point-of-sale display, such as a costume used by the service provider or in connection with the services.

a.立體商標（商標為商品整體或局部，商標范圍不含線）

a. 3D trademark (A 3D trademark is the appearance of the whole or part of a product. The part shown in dotted lines is not a part of the mark.)

b.平面商標（可以由文字、字母、數字、顏色或平面設計等構成，用以標識商品來源）

a. 3D trademark (A 3D trademark is the appearance of the whole or part of a product. The part shown in dotted lines is not a part of the mark.)

商標侵權：根據中國商標法的定義，未經商標注冊人的許可，在同一種或近似商品上使用與其注冊商標相同的商標，或在同一種/近似商品上使用與其注冊商標近似的商標，容易導致混淆的，均可能構成侵犯他人注冊商標，是被平臺所禁止的行為，若你在相同或類似的商品上使用同他人注冊商標相同或類似的標識，可能面臨投訴甚至受到平臺處罰。

Trademark infringement: As defined under the Trademark Law of the People's Republic of China, trademark infringement refers to the use of a trademark which is identical with a registered trademark on the same or similar products without the consent of the trademark owner, or unauthorized use of a trademark which is similar to a registered trademark on the same or similar products which is likely to cause confusion among consumers. Such behavior is prohibited on the Platform. If you use a mark which is identical with or similar to a registered trademark of others on the same or similar product, you may face a complaint or even punished by the Platform.

二、被控商標侵權后果及相應規則：

II. Consequences of trademark infringement and related rules

你需要注意的是，平臺禁止任何形式的侵犯他人知識產權的行為。

Please note that any intellectual property right violations are prohibited on the Platform.

你的商品被投訴方投訴侵犯其注冊商標專用權，

When you received a complaint that your product infringes the complainant's exclusive right of its registered trademark,

當你是Alibaba.com 交易平臺商家，煩請查詢：

https://rule.alibaba.com/rule/detail/11000392.htm（阿里巴巴國際站知識產權規則）

if you are a seller on Alibaba.com, please refer:

https://rule.alibaba.com/rule/detail/11000393.htm

如果你是阿里全球速賣通商家，煩請查詢（全球速賣通知識產權專區）：

https://sell.aliexpress.com/zh/__pc/ipr_rules.htm

if you are a seller on AliExpress.com, please refer:-

https://sell.aliexpress.com/zh/__pc/77Y4QdcvjD.htm

侵權類型

Types of Infringements

（1） 嚴重侵權：未經注冊商標權人許可，在同一種商品上使用與其注冊商標相同或相似的商標（以及其他商標性使用的情況）。平臺會累積被記振次數，違規達到預定次數將被關閉賬號。

1） Serious violations: Unauthorized use of a trademark which is identical with or similar to a registered trademark on the same type of products (and use as a trademark in other ways). Your violations will be recorded by the Platform. When the number of violations reach a certain threshold, your account will be closed.

（2）不當使用：其他未經權利人許可，不當使用他人注冊商標的行為。首次違規平臺將給予警告處理，后續違規將匹配扣分處理，扣分累計達到上限將導致賬號被關閉。

2) General violation: Improper use of a registered trademark without the permission of the trademark owner. Platform will provide a warning for first-time violation. For subsequent violations, you will be imposed point penalty based on the severity of the violations. When the penalty points reach a certain threshold, your account will be closed.

平臺有權對用戶產品違規及侵權行為及用戶店鋪采取處罰，包括但不限于 (i)退回或刪除商品/信息； （ii）限制商品發布； （iii）暫時凍結賬戶; 及 (iv) 關閉賬號。對于關閉賬號的用戶，平臺有權采取措施防止用戶再次在平臺上進行登記。

In case of any product violation and infringing act, the Platform has the right to impose punishments, including but not limited to: (1) deleting products/information; (2) restricting the listings of products; (3) temporarily freezing the account; and (4) closing the account. For sellers whose accounts are closed, the Platform has the right to prevent them from signing up again.

注意，如你認為自己并不侵權，希望進行申訴：

Please note that if you believe you did not infringe any trademark and want to appeal:

alibaba.com 直接點此進入申訴通道：https://appeal.alibaba.com/complaint/seller/appeal.htm

For Alibaba.com, please raise the appeal at: https://appeal.alibaba.com/complaint/seller/appeal.htm

全球速賣通平臺，點此進入申訴通道https://appeal.aliexpress.com/complaint/seller/appeal.htm

For AliExpress.com, please raise the appeal at: https://appeal.aliexpress.com/complaint/seller/appeal.htm

三、如何查詢投訴方商標：

III. How to search the complainant's registered trademark

（1）直接下載：

你可以從平臺你的侵權申訴頁面-知識產權附件-下載附件-直接下載投訴方商標證書；

1）Download directly: Access the Appeal page sent by the Platform, go to Intellectual property Attachment - Download Attachment, and download the complainant's trademark registration certificate:

（2）公開在線查詢：

2）Search online:

中國：國家知識產權局網站/國家商標局（http://sbj.cnipa.gov.cn/sbcx/），輸入知識產權編號查看商標信息

China: Search the website of the Trademark Office of China National Intellectual Property Administration by inserting the registration number: http://sbj.cnipa.gov.cn/sbcx/

美國：美國專利商標主管機關網站查詢：https://www.uspto.gov/trademarks/search

United States: Search the website of the United States Patent and Trademark Office: https://www.uspto.gov/trademarks/search

歐盟：歐盟商標主管機關網站查詢：https://euipo.europa.eu/ohimportal/trade-marks

EU: Search the website of the European Union Intellectual Property: https://euipo.europa.eu/ohimportal/trade-marks

四、如果被投訴侵犯他人注冊商標標識，應當如何申訴？需要準備哪些申訴材料？

IV. How to file an appeal if you received a complaint of infringement of a registered trademark? What material should you prepare?