Xiaohongshu (RedNote), a Chinese lifestyle content community platform, has encountered overseas trademarks squatting challenges during its international expansion, highlighting the growing intellectual property (IP) risks facing Chinese internet companies as they expand abroad.
Xiaohongshu brand signage displayed inside the company's office. [Photo/WeChat ID: Shanghai_IPA]
In early 2025, a surge of overseas users joined Xiaohongshu, drawn by the lifestyle content shared by Chinese users. The platform subsequently launched its cross-border e-commerce project "Redshop," aiming to extend its content-driven consumption model and supply chain to overseas markets.
The project, however, encountered trademarks disputes in foreign jurisdictions, including suspected bad-faith registrations and overlapping procedures such as opposition filings and non-use cancellation actions, creating complex legal challenges for overseas brand protection.
After learning of the company's difficulties, the IP authority of Huangpu district in Shanghai activated the Shanghai Working Platform for Guiding Overseas Intellectual Property Dispute Response, providing tailored guidance based on differences in trademarks systems across jurisdictions.
With professional support, Xiaohongshu strengthened its evidence collection and actively responded to relevant legal procedures. The competent IP authority in the jurisdiction later invalidated the disputed trademarks, finding that the applicant failed to provide a reasonable explanation for registering an identical mark under local trademarks law.
Officials said Huangpu district has established a multi-layered overseas IP protection network covering early warning, risk assessment, and dispute response, helping enterprises strengthen their resilience in global markets and reduce uncertainty in overseas expansion.
The district has also advanced a "1+4+N" collaborative protection framework involving sub-district offices, public security organs, judicial bodies, and IP service platforms, enhancing coordinated governance and faster response to overseas IP risks.
In another case, a cross-border e-commerce company based in Hangzhou received assistance through Huangpu's mechanism after more than 20 of its overseas trademarks became involved in a chain dispute. The support helped the company complete appeal procedures and trademarks re-registration, avoiding potential business disruption.
Authorities said Huangpu will continue improving its overseas IP service system, strengthen monitoring of key brands, and expand training on international trademarks registration, Patent Cooperation Treaty applications, and cross-border infringement response to support Chinese enterprises expanding globally.
