On June 5, 2026, the 4th Guangdong Trademark Brand Annual Conference and the "Bay Area Light" 30-Year Brand Overseas Development Exchange Conference officially kicked off in Guangzhou.
On the same afternoon, the parallel session titled "Planning Overseas, Winning at Home - Tackling Trademark Challenges and Practical Global Layout" was held as scheduled, organized by Beijing Gaowo IP Firm and Beijing Gaowo Law Firm.This sub-session focuses on the core difficulties in the development of enterprise brands, sharing practical and forward-looking trademark development strategies based on actual needs, to help enterprises build strong brand protection barriers, seize development opportunities, and steadily advance their global market layout.
At the meeting, Mr. Chen Longjiang, the Group Legal Affairs Director of Sofiia Home Furnishing Co., LTD., delivered a keynote speech titled "From the Perspective of Trademark Use, Examine the Internal Trademark Management and External Rights Protection Strategies of Enterprises".He elaborated on common practical issues in business operations, such as the distinctiveness of trademarks, the correspondence between trademarks and business entities, market research, and the definition of protection scope. By integrating the relevant provisions on trademark use in the "Trademark Law of the People's Republic of China" and the "Regulations for the Implementation of the Trademark Law", he provided explanations from two major dimensions: internal trademark management within enterprises and external rights protection strategies. And he also conducted in-depth analysis by scenario, step and focus, and provided multiple practical and feasible professional suggestions.
Chen Xufei, a partner and senior lawyer at Beijing Gaowo Law Firm, selected two highly influential classic cases handled in the industry and shared his insights under the title "From the Recognition of '柳钢' as Well-known to the Rights Protection of '峰学未来' : The Offensive and Defensive Strategies of Trademarks". These two cases have significant reference value. Lawyer Chen Xufei carefully reviewed the background of each case, the core disputes, the trial process and the final judgment results, and distilled the business implications and legal considerations behind the cases. He particularly mentioned that rights holders adhere to a "zero-tolerance" attitude towards trademark infringement, which not only legally safeguards their own legitimate rights and interests but also achieves a good effect in popularizing the law, strengthens the intellectual property protection awareness of the whole society, and at the same time exerts a dual deterrent of law and public opinion on potential infringement.
Li Yuhang, the legal director of LINLEE Lemon Tea Group, delivered a wonderful speech titled "Breaking the Deadlock of Full-Chain Thinking: Trademark Layout and Refined Control System".He indicated that the current global competition in intellectual property rights is becoming increasingly fierce. Only by establishing an efficient intellectual property management system and creating a professional operation ecosystem can enterprises safeguard their legitimate business interests.Li Yuhang took LINLEE Lemon Tea as a practical case to introduce in detail the enterprise's trademark defense system and overall layout ideas. He also comprehensively demonstrated the full-chain intellectual property management model from aspects such as organizational structure, job functions, trademark registration and confirmation of rights, daily operation and maintenance, trademark asset revitalization, and intellectual property risk prevention and control. It provided a practical model for reference for the enterprises present.
Zhang Guosheng, an expert advisor on foreign-related trademarks of Beijing Gaowo IP Firm, delivered a special speech titled "The First Year of the 15th Five-Year Plan: Upgrading of Global Brand Strategy and the Layout of the Belt and Road Initiative". He pointed out that overseas trademark layout is a weak link for many domestic enterprises. Due to insufficient understanding of foreign-related intellectual property rights and lack of awareness of layout and rights protection, many enterprises have missed the development dividends of overseas markets.Zhang Guosheng, in light of the development background of the "Belt and Road Initiative" and detailed industry data, expounded on the significance of international trademark layout. He focused on explaining the trademark application channels and practical key points in countries and regions along the routes, and answered questions related to overseas trademarks raised by the participants on the spot, providing professional solutions.
Jin Yongfeng, deputy director of the Intellectual Property and Rule of Law Research Center of Jinan University, delivered a keynote speech titled "Differences in Geographical Indication Protection Systems between China and Europe".Starting from the background of the European geographical indication protection system, he introduced the three core features of the EU geographical indication protection system, the key points of the special protection system, the special protection rules, and the conflict resolution rules between geographical indications and trademarks.Taking the Tongguan Roujiamo case as an example, Jin introduced the differences in the geographical indication protection systems between China and the European Union, and put forward four core inspirations based on this, which are very beneficial.
At the end of this session, Lawyer Chen Xufei hosted a round table discussion on the theme of "Tackling Trademark Difficulties and Practical Global Layout".The guests shared practical methods for handling difficult cases and efficient rights protection around the pain points of domestic trademark protection and the new situation of brand going global, interpreted the high-quality paths for the global layout of domestic brands, and elaborated on the risk management skills and implementation strategies for overseas trademark layout. The entire dialogue was full of valuable information and received high recognition and unanimous praise from the participants on site.
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