外贸尾单销售法律风险解析：如何做好谷歌竞价推广与合规经营
外贸尾单销售法律风险解析：如何做好谷歌竞价推广与合规经营
Legal Risks of Selling Surplus Foreign Trade Goods: How to Optimize Google Ads While Staying Compliant
核心问题：在电商平台常见的"工厂尾单"、"大牌尾单"销售可能涉及商标侵权
Key Issue: Selling "factory surplus" or "brand overruns" on e-commerce platforms may constitute trademark infringement
近期上海浦东新区检察院办理的FILA尾单案显示：
The recent FILA surplus case handled by Shanghai Pudong Procuratorate reveals:
案件事实：
Case Facts:
- 柯某公司获授权生产出口日本的FILA包具
- Ke Company was authorized to produce FILA bags for export to Japan
- 擅自将瑕疵品尾单通过淘宝在国内销售
- Unauthorized domestic sales of defective surplus goods via Taobao
- 涉案金额15万余元
- Involved amount over 150,000 RMB
法律定性：
Legal Determination:
虽然获得海外销售授权，但未经中国商标权人许可在国内销售，仍构成销售假冒注册商标的商品罪
Despite having overseas sales authorization, domestic sales without Chinese trademark owner's permission still constitute crime of selling counterfeit registered trademark goods
检察建议：
Procuratorial Recommendations:
- 完善企业知识产权合规制度
- Improve corporate IP compliance systems
- 加强涉外加工合同条款审核
- Strengthen review of foreign processing contract terms
- 开展专项知识产权培训
- Conduct specialized IP training
外贸企业SEO优化建议：
SEO Tips for Foreign Trade Businesses:
1. 关键词策略：避免使用"尾单"等敏感词，改用"外贸原单""出口品质"等合规表述
1. Keyword Strategy: Avoid sensitive terms like "surplus", use compliant phrases like "export quality"
2. 谷歌广告技巧：
2. Google Ads Tips:
- 精准定位海外客户群体
- Precisely target overseas customer groups
- 使用多语言广告文案
- Use multilingual ad copies
- 设置地域限制避开侵权风险
- Set geo-restrictions to avoid infringement risks
合规经营提示：
Compliance Reminder:
外贸企业应建立全流程知识产权审查机制，在承接OEM订单时明确约定：
Foreign trade companies should establish end-to-end IP review mechanisms, clearly stipulating in OEM contracts:
- 产品销售地域限制
- Sales territory restrictions
- 瑕疵品处理方式
- Defective goods handling methods
- 商标使用权限
- Trademark usage rights
