出海商家必看：SHEIN联合多方推出知识产权赋能计划 助力合规出海
随着跨境电商行业的快速发展，知识产权合规问题日益凸显。 今年以来，跨境行业内首个包括政府、协会、业界专家以及企业等多方携手的知识产权赋能行动——"希有引力•创新纪"IP赋能系列活动为广大跨境商家提供了有效的知识产权培训和赋能。
With the rapid development of cross-border e-commerce, intellectual property compliance issues are becoming increasingly prominent. This year, the industry's first multi-party intellectual property empowerment initiative - the "SHEINnovation•IP Empowerment" series of activities - has provided effective IP training and empowerment for cross-border merchants through collaboration between government, associations, industry experts and enterprises.
记者了解到，随着年度海外购物狂欢节"黑五"大促的临近，这一计划也将持续为出海商家提供知识产权赋能服务，以提升商家出海知识产权合规、保护与创新发展的意识和能力，助力跨境商家在全球市场的稳健成长和高质量发展。
It is reported that as the annual overseas shopping festival "Black Friday" approaches, this program will continue to provide intellectual property empowerment services for overseas merchants to enhance their awareness and capabilities in IP compliance, protection and innovation, helping cross-border merchants achieve stable growth and high-quality development in the global market.
多方联合赋能 全国已落地多场活动
Multi-party Joint Empowerment with Nationwide Implementation
上述行业首个携手各界专业力量的知识产权赋能计划由知名时尚品牌、跨境电商企业SHEIN与广东中策知识产权研究院联合各界主办，近期在南京落地最新讲座活动。
The industry's first IP empowerment program jointly organized by leading fashion brand and cross-border e-commerce company SHEIN and Guangdong Zhongce Intellectual Property Research Institute recently held its latest lecture event in Nanjing.
"我们将秉持开放合作、互利共赢的城市气质，不断创新机制、优化服务，与SHEIN一道，携手为广大跨境电商企业树立IP形象、保护和运用知识产权等提供更加全面、精准的支持。"南京市商务局副局长谈勇表示。
"We will uphold the city's character of open cooperation and mutual benefit, continuously innovate mechanisms and optimize services, working with SHEIN to provide more comprehensive and precise support for cross-border e-commerce enterprises in establishing IP image, protecting and utilizing intellectual property," said Tan Yong, Deputy Director of Nanjing Commerce Bureau.
商家出海谨防沦为侵权"背锅侠"
Merchants Must Beware of Becoming "Scapegoats" for Infringement
多位专家强调，跨境商家在出海过程中识别第三方品牌的专利、商标、版权等主要的知识产权非常关键，同时如果是为第三方品牌提供和生产产品的商家，则也要注意避免对第三方品牌带来侵权。
Experts emphasized that it is crucial for cross-border merchants to identify patents, trademarks, copyrights and other key intellectual property rights of third-party brands during overseas expansion. Merchants who provide and produce products for third-party brands should also be careful to avoid infringement.
"我们作为国际知名服装品牌的供应商，之前也有别的平台想让我们把给这个品牌生产的款式和拍摄的图片直接上到他们的平台上去。通过知识产权的培训，更加清晰地了解到这种做法是侵权的，还好（当时）没有这样做。"一位商家表示。
"As suppliers to internationally renowned clothing brands, other platforms previously wanted us to directly upload the styles we produced for these brands and the photos we took to their platforms. Through IP training, we more clearly understood that this practice constitutes infringement, and fortunately we didn't do it," said one merchant.
SHEIN自主品牌海外表现亮眼
SHEIN's Own Brands Perform Well Overseas
根据最新数据分析网站Similarweb数据显示，SHEIN成为2024年9月以及第三季度全球访问量最大的服装与时尚品牌，NIKE、H&M、ZARA位居SHEIN之后，分列二至四位。
According to the latest data from Similarweb, SHEIN became the most visited clothing and fashion brand globally in September 2024 and the third quarter, with Nike, H&M and Zara ranking second to fourth behind SHEIN.
在自主品牌不断取得国际影响力的同时，一些平台上侵权SHEIN自主品牌的行为也被日益关注，根据知产财经不完全统计，美国法院已经发布12个临时限制令（TRO），要求有关出海电商平台及平台上的卖家等涉事方停止对SHEIN品牌的侵权行为。
While its own brands continue to gain international influence, infringements of SHEIN's own brands on some platforms have also attracted increasing attention. According to incomplete statistics from Intellectual Property Finance, U.S. courts have issued 12 Temporary Restraining Orders (TROs) requiring relevant overseas e-commerce platforms and sellers on the platforms to stop infringing SHEIN's brands.
专家建议：合规是出海前提
Expert Advice: Compliance is the Prerequisite for Overseas Expansion
"做出海生意眼光要长远，合规是前提""出海商家一定要注意辨别，不要被平台误导陷入侵权陷阱，最后沦为'背锅侠'""要防止侵权别人，也要防止被别人侵权"……在知识产权系列赋能培训活动中，这些话题成了参会跨境商家群体和法律专家互动的共识。
"Doing overseas business requires long-term vision, with compliance as the prerequisite", "Overseas merchants must be careful to distinguish and not be misled by platforms into infringement traps, ultimately becoming 'scapegoats'", "Prevent infringing others, but also prevent being infringed by others"... These topics became the consensus in interactions between participating cross-border merchant groups and legal experts during the IP empowerment training series.
原江苏省高级人民法院资深法官宋健建议跨境商家应当强化知识产权意识，尊重他人知识产权，做好知识产权侵权风险排查。
Song Jian, former senior judge of the Jiangsu Provincial High People's Court, suggested that cross-border merchants should strengthen IP awareness, respect others' intellectual property, and conduct good IP infringement risk screening.
