本篇将着重从以下几个方面向商家进行说明，并引导商家就商标投诉问题进行合理的申诉：

Guidelines for Appealing Against Trademark Infringement Complaints

一、什么是商标

I. What is a trademark

二、被控侵权后果

II. Consequences of trademark infringement

三、如何查询投诉方注册商标

III. How to search the complainant's registered trademark

四、如何准备商标申诉材料 & 如何在商家后台发起被控商标侵权申诉

IV. How to prepare appeal material and raise an appeal

一、基础知识-什么是商标

商标是将某商品或服务标明是某主体所生产或提供的显著标志，使商品或服务与特定的商品或服务的提供商建立明确对应的联系，并承载商品或服务提供商的商誉，包括文字、图形、字母、数字、三维标志、颜色组合和声音等，均可以作为商标申请注册。未经商标权人许可，在相同或类似的商品或服务上（含实物及信息页面）出现与他人注册商标相同或近似的标识，导致一般消费者产生混淆的，可能构成侵犯他人注册商标权。

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.

商标近似：商标近似是指两个标识在字形、读音、含义或者图形的构图及颜色，或者上述要素的组合以后的整体结构比较相似。

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.

商标类型：在平台经常出现的商标类型主要分为：

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

（1）商品商标和服务商标，顾名思义，商品商标就是出现在商品上标识商品来源的商标，服务商标就是出现在服务类目上的商标，如船舶运输、航运等；

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.商品商标

a. Trademarks

b.服务商标

b. Service marks

（2）平面商标与立体商标：根据商标是二维还是三维的，商标可以进一步分为平面商标和立体商标。比如，美国注册的商品的立体商标包括产品本身或其销售包装的外形。服务的立体商标包括如餐厅的内部形态、零售设施的外部形态或某一销售点的展示，如服务提供商所使用或因与宣传服务相关而使用的服装。

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.立体商标（商标为商品整体或局部，商标范围不含线）

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.平面商标（可以由文字、字母、数字、颜色或平面设计等构成，用以标识商品来源）

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.)

商标侵权：根据中国商标法的定义，未经商标注册人的许可，在同一种或近似商品上使用与其注册商标相同的商标，或在同一种/近似商品上使用与其注册商标近似的商标，容易导致混淆的，均可能构成侵犯他人注册商标，是被平台所禁止的行为，若你在相同或类似的商品上使用同他人注册商标相同或类似的标识，可能面临投诉甚至受到平台处罚。

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、被控商标侵权后果及相应规则：

II. Consequences of trademark infringement and related rules

你需要注意的是，平台禁止任何形式的侵犯他人知识产权的行为。

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

你的商品被投诉方投诉侵犯其注册商标专用权，

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

当你是Alibaba.com 交易平台商家，烦请查询：

https://rule.alibaba.com/rule/detail/11000392.htm（阿里巴巴国际站知识产权规则）

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卖通商家，烦请查询（全球速卖通知识产权专区）：

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

侵权类型

Types of Infringements

（1） 严重侵权：未经注册商标权人许可，在同一种商品上使用与其注册商标相同或相似的商标（以及其他商标性使用的情况）。平台会累积被记振次数，违规达到预定次数将被关闭账号。

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）不当使用：其他未经权利人许可，不当使用他人注册商标的行为。首次违规平台将给予警告处理，后续违规将匹配扣分处理，扣分累计达到上限将导致账号被关闭。

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.

平台有权对用户产品违规及侵权行为及用户店铺采取处罚，包括但不限于 (i)退回或删除商品/信息； （ii）限制商品发布； （iii）暂时冻结账户; 及 (iv) 关闭账号。对于关闭账号的用户，平台有权采取措施防止用户再次在平台上进行登记。

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，如你认为自己并不侵权，希望进行申诉：

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

alibaba.com 直接点此进入申诉通道：https://appeal.alibaba.com/complaint/seller/appeal.htm

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

全球速卖通平台，点此进入申诉通道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、如何查询投诉方商标：

III. How to search the complainant's registered trademark

（1）直接下载：

你可以从平台你的侵权申诉页面-知识产权附件-下载附件-直接下载投诉方商标证书；

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）公开在线查询：

2）Search online:

中国：国家知识产权局网站/国家商标局（http://sbj.cnipa.gov.cn/sbcx/），输入知识产权编号查看商标信息

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/

美国：美国专利商标主管机关网站查询：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

欧盟：欧盟商标主管机关网站查询：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、如果被投诉侵犯他人注册商标标识，应当如何申诉？需要准备哪些申诉材料？

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