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Brand Protection in China Ron Davis Senior Director, Brand Protection Qualcomm Incorporated April 30, 2013.

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Presentation on theme: "Brand Protection in China Ron Davis Senior Director, Brand Protection Qualcomm Incorporated April 30, 2013."— Presentation transcript:

1 Brand Protection in China Ron Davis Senior Director, Brand Protection Qualcomm Incorporated April 30, 2013

2 Brand Protection in China Engage in China – QBPC Networking – Learn from your peers Enforcement through cooperation with administrative agencies Multi-layer protection strategy 2

3 WELL-BRANDED PRODUCTS ARE ALWAYS COUNTERFEITED WELL-BRANDED PRODUCTS ARE ALWAYS COUNTERFEITED 3

4 Beijing-based volunteer association under CAEFI/MOFCOM Established March multinational member companies, most of which are companies headquartered in America, Europe and Asia Annual membership survey assessing status of our efforts Representing over US$ 80 billion in investment in China QBPC has a voice in China 4 Engage in China - QBPC Quality Brands Protection Committee China Association of Enterprises with Foreign Investment

5 Quality Brands Protection Committee China Association of Enterprises with Foreign Investment 5 Abbott LabsFreseniusNovozymes adidasFreudenbergNXP Semiconductors Agilent TechGates UnittaOSRAM AkzoNobelGeneral MillsPanasonic AlcatelGHDPanduit Amer SportsGiga-Byte TechnologyParexDavco AnsellGlaxoSmithKlinePentland Anheuser-BuschGucciPernod Ricard Applied Materials Harley-DavidsonPSAPeugeot Citroën ArmstrongHarmanPfizer AstraZenecaHDMIPhilip Morris AudiHeinekenPower Balance BacardiHellaPrada S.A. BASFHermesPUMA BayerHindustan PencilsRalph Lauren 3MEmersonQUALCOMM ABBGE (China).RIM ABROGeneral MotorsSamsung ALTECOHewlett-PackardSiemens AmwayIntelSony Corporation AppleJohnson & JohnsonUL Beiersdorf AGMicrosoftUnilever BoschNikeZippo DiageoNokia EastmanPhilips EpsonProcter & Gamble BPImperial TobaccoSamsonite BurberryInfineonSanDisk CallawayIrdeto B.V.SANOFI Calvin KleinJaguar Land RoverSAP AG CanonJohn DeereSchaeffler CaterpillarJT International S.A.Schneider Electric CHANELKaoS.C. Johnson Cisco SystemsKarstenSeb Développement Cleveland GolfKimberly-ClarkServier CoachLevi StraussSGG Lisco LLC Coca-ColaLee Kum KeeSaint-Gobain CodaaLG ElectronicsShell Colgate- Palmolive Life TechnologiesShiseido CommScopeLimited BrandsSKF ContinentalLogitechSony Ericsson Corning ChinaL’OréalSpirits International BMW GroupHusqvarna ABRoche BoseIBMRovio Danfoss (Tianjin) LMann-HummelTakeda DeckersMary KayTexwood DellMattelTiffany & Co. DelphiMcCormickTime Warner Inc. D-LinkMCMTimken DisneyMerckToshiba DSMMichelinToyota Dolby Laboratories,Micro-PakTRW Automotive Dow CorningMoët HennessyTE Connectivity DupontMonclerUbiquiti EatonMonsantoUbukata ELMMosaicUniversal Music Eli LillyMotoloraValeo EnergizerNBA Properties IncVERSACE Estée LauderNEC Corp.Volkswagen AG Evonik DegussaNewell RubbermaidWacom ExxonMobilNew Era CapWahl Federal-Mogul Corporation NestleWD-40 FendiNGK Spark PlugWrigley Ford MotorsNissan MotorZegna Frey WilleNovartisZF Creative TechLutron GLStarwood CrocsLVMH Fashion GroupSTIHL CumminsMahleSWAROVS KI Daimler NortheastManchesterSyngenta 213 MNC Members NETWORKING

6 Quality Brands Protection Committee China Association of Enterprises with Foreign Investment To work cooperatively with the Chinese Central and local governments, local industry, and organizations to make positive contributions to intellectual property protection in the People’s Republic of China. Mission Statement “building the bridge” 6

7 Best Practices / Enforcement Committee Communications Committee Customs Committee Government Cooperation Committee Legal Committee Membership Services Committee Patent & Innovation Committee Quality Brands Protection Committee China Association of Enterprises with Foreign Investment 7 Committees 7 Chairman & 6 Vice Chairmen

8 Quality Brands Protection Committee China Association of Enterprises with Foreign Investment 22 Industry Working Groups 1. Agricultural 2. Audio & Musical Instrument 3. Automotive 4. Battery 5. Construction & Integration 6. Creative 7. Electrical Distribution 8. Food & Beverage 9. Fast Moving Consumer Goods 10. Golf 11. Home Appliances 12. Imaging Supplies 13. IT 14. Lighting 15. Luxury Goods 16. Personal Care 17. Pharmaceutical 18. Power Tools 19. Refrigeration & Air- Conditioning 20. Sporting Goods 21. Toys & Licensed Goods 22. Wireless & Integrated Circuit 8

9 Central Government Solicits Comments from QBPC/“Industry” opportunities annually - Draft Amendments, Rules, Case Transfer Procedures, New and Amended Laws (i.e. Draft Anti-Monopoly Law ) Chinese Government Participants at QBPC Events Director Generals (DG), Deputy DGs & Directors of General Administration of Customs (GAC); Ministry of Commerce (MOFCOM), Ministry of Public Security (PSB); State Intellectual Property Office (SIPO),State Administration for Industry & Commerce (SAIC); General Administration for Quality Supervision, Inspection & Quarantine (AQSIQ); Economic Crime Investigation Department (ECID). Judges of Supreme People’s Court (including IP Tribunal & Procuratorate) and People’s Court: High Courts, Intermediate Courts & Peoples Procuratorate. Economic Crime Investigation Department (ECID), Quality Brands Protection Committee China Association of Enterprises with Foreign Investment Engaging Government, Agencies & Courts 9

10 10 Quality Brands Protection Committee China Association of Enterprises with Foreign Investment Top 20 Best Practices - Winners WANG Chao, Assistant Minister (now Vice Minister) of MOFCOM Presenting Awards

11 New for 2013 Selection Criteria: Case needs to be prosecuted for IP crimes, because  Amount involved satisfies relevant criminal thresholds for IP crime; or  Seriousness of illegal facts may constitute IP crimes.  Agencies notified the IP owner, and requested the PSB to intervene  PSB has accepted the case Economic Crime Investigation Department (ECID), Quality Brands Protection Committee China Association of Enterprises with Foreign Investment 5 Model Cases of Harmonizing Administrative & Judicial IP Enforcement 11

12 12 Quality Brands Protection Committee China Association of Enterprises with Foreign Investment Membership

13 Re-active:  Case investigations  Product testing  Escalation to Management Attack Supply and Demand Pro-active:  Raids and supply-chain investigations  Legal proceedings  Company policy changes  Supplier initiatives  Controlled buys  Customs initiatives Preventative:  Labeling  Business Processes – scrap process  Manufacturing and engineering changes  CF Prevention Technology  Training and education BP Multi-layer protection strategy Detection / Response / Prevention 13

14 Thank You Ron Davis Senior Director, Brand Protection Qualcomm Incorporated Practical Brand Protection 14

15 Shanzhai: Culture Modern Robin Hood ? 15 Shanzhai (simplified Chinese: 山寨 ; pinyin: shānzhài) refers to Chinese knockoff and pirated brands and products which are lookalikes, low-quality or improved goods, as well as things done in parody.simplified Chinesepinyin

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