Chengdu Retailers’ Counterfeit Luxury Brand Trademark Infringement (January 2026)

Launched during Chengdu’s “Spring Thunder Campaign 2026”, this cluster of trademark infringement cases was publicly released in February 2026, covering physical stores and online drainage links. In January 2026, Chengdu Jinjiang District Market Supervision Bureau received multiple consumer complaints against a clothing store selling garments marked with “LV” and “GUCCI” luxury trademarks. The store operator failed to provide trademark licensing documents or legal supply proofs. Law enforcers seized all infringing clothing, ordered the store to cease infringement and imposed a fine of 30,000 RMB.

Meanwhile, Longquanyi District regulators investigated another related case: a group of 12 suspects attracted online traffic via short-video platforms and guided viewers to buy counterfeit Cartier and Rolex watches. The gang clearly knew the watches bore counterfeit registered trademarks but still provided promotion services. Based on administrative complaints and clues transferred by judicial organs, regulators conducted a joint inspection and imposed cumulative fines of over 279,000 RMB on all participants. The two cases represent full-chain administrative governance of trademark infringement, targeting not only direct sellers of counterfeit goods but also online promoters who assist infringement. Administratively, consumer complaints and judicial clue transfers are two major sources for initiating investigations. For e-commerce and short-video practitioners, assisting trademark infringement through online drainage will also bear administrative legal liabilities. This case fully demonstrates China’s strengthened full-chain intellectual property protection in the consumer goods sector.