Overview
A distributor can face an unfair competition claim even if it did not manufacture the product at issue. In China, disputes involving similar product decoration often turn on whether the appearance of the goods is likely to confuse consumers and whether the defendant can be legally linked to their sale.
In this case, a technology company alleged that a watch sold through an online retail platform used product decoration similar to that of its well-known watch collection. The claimant argued that the decoration had acquired a certain level of market recognition and sought compensation, together with an order requiring the defendant to stop selling the product.
The defendant disputed responsibility for the sale. It argued that it had not manufactured or sold the specific watch, that the online store was not registered to it, and that a product certificate identifying it as the general distributor was insufficient to establish liability. It also challenged the scope of its distribution authorization and the evidence supporting the claimant's asserted reputation.
The court ultimately found that the product decoration was sufficiently similar to cause consumer confusion and held the defendant liable as a seller based on the evidence before it. However, the court awarded substantially less compensation than the claimant had sought and did not uphold the claimant's separate copyright claims.
The case illustrates an important defense principle in Chinese unfair competition litigation: even where complete dismissal is not achieved, carefully contesting the defendant's role, the scope of liability and the basis of the claimant's remedies can materially limit litigation exposure.
Case Snapshot
| Item | Details |
|---|---|
| Case Type | Intellectual Property / Unfair Competition |
| Jurisdiction | Mainland China |
| Court | Liwan District People's Court, Guangzhou |
| Industry | Watches and Consumer Products |
| Dispute Type | Alleged imitation of product decoration and consumer confusion |
| Original Claim Value | Approximately RMB 500,000 |
| Main Claims | Injunction against sales, compensation and reasonable enforcement expenses |
| Key Legal Issues | Trade dress similarity, likelihood of confusion, distributor liability and related copyright claims |
| Defense Strategy | Challenge the link between the defendant and the sale, the scope of liability and the compensation claim |
| Outcome | Sales injunction and limited damages; separate copyright claims not upheld |
| Attorney | Yu Yuting |
| Law Firm | NEO-ARK Law Firm |
The Core Legal Issues
1. When can similar product decoration amount to unfair competition in China?
Under China's Anti-Unfair Competition Law, using product decoration similar to that of another operator's goods with a certain market influence may constitute an act of confusion where it is likely to mislead consumers about the origin of the goods or their connection with another business. The specific legal assessment depends on the applicable law and the facts of the case. WIPO Lex
Here, the claimant argued that its watch collection had acquired sufficient recognition and that the defendant's product used similar decoration.
The court found that the similarity was sufficient to cause confusion and upheld the unfair competition claim in relation to the sale.
For businesses facing similar allegations, the key questions may include:
- Whether the claimant can establish the required market influence of the product decoration;
- Whether the overall appearance of the products is sufficiently similar;
- Whether the similarities are likely to confuse relevant consumers; and
- Whether the defendant's conduct falls within the scope of the alleged unfair competition.
2. Can a distributor be liable even if it denies manufacturing the product?
A defendant's role in the supply chain can be central to an unfair competition dispute.
The defendant argued that it had not manufactured or sold the specific watch and challenged the reliability of a product certificate identifying it as the general distributor. It also maintained that the product was outside the scope of its authorized distribution arrangements.
The court nevertheless treated the defendant as a seller based on the evidence before it.
This aspect of the case highlights the importance of distinguishing between different forms of involvement in the supply chain:
- Manufacturing the product;
- Authorizing or arranging its distribution;
- Acting as a distributor for a particular product range; and
- Selling or being legally linked to the sale of the specific product in dispute.
These roles should not automatically be treated as interchangeable. However, a company that denies direct involvement may still face liability if the available evidence establishes its legally relevant role in the sale.
3. How should a defendant respond when unfair competition and copyright claims are brought together?
The claimant also asserted copyright-related claims concerning the product's design or decoration.
The defendant's position required the court to consider different legal grounds rather than treating all allegations as a single infringement claim.
The court upheld the unfair competition claim but did not uphold the claimant's separate copyright claims.
This distinction matters because unfair competition and copyright infringement are different legal causes of action. They involve different legal requirements and should be analyzed separately.
A defense should therefore address each claim independently, including the claimant's rights, the conduct alleged, the evidence connecting the defendant to that conduct and the remedies sought.
Defense Strategy
| Issue | Defense Focus |
|---|---|
| Product sale | Challenge whether the evidence sufficiently linked the defendant to the specific product and transaction |
| Distributor identification | Examine the significance and reliability of the product documentation relied upon by the claimant |
| Authorization scope | Clarify the distinction between authorized product lines and the specific product in dispute |
| Product decoration | Contest the claimant's assertions concerning reputation, similarity and likely consumer confusion |
| Copyright allegations | Separate the copyright claims from the unfair competition claim and challenge each on its own legal basis |
| Compensation | Challenge the legal and factual basis for the amount claimed |
| Overall exposure | Seek to limit liability to the conduct and remedies supported by the evidence |
The defense did not eliminate all liability. Its significance lies in the extent to which the claim was narrowed and the compensation reduced.
Outcome
The court found that the product decoration at issue was sufficiently similar to cause consumer confusion and held the defendant liable for unfair competition in its capacity as a seller.
The judgment required the defendant to stop the relevant sales and pay compensation. However, the compensation awarded was substantially lower than the claimant's original demand.
The court did not uphold the claimant's separate copyright claims, nor did it make a finding that the defendant had acted in concert with another company to manufacture the product.
The case therefore ended with an adverse finding on the unfair competition claim, but with a materially narrower scope of liability than the claimant had sought.
For confidentiality reasons, the specific compensation amount and detailed cost allocation are not disclosed.
Why This Case Matters
A distributor's role should be assessed on the evidence
Companies may assume that they are insulated from liability because they did not manufacture a product. This case illustrates why that assumption can be risky.
Product certificates, sales records, distribution documents and other materials may become relevant to determining whether a company was involved in the sale of the goods at issue.
Trade dress claims can focus on consumer confusion
A dispute over product decoration is not simply a visual comparison. The legal analysis may also consider the market recognition of the claimant's goods and whether the similarity is likely to mislead consumers.
Copyright and unfair competition claims should be distinguished
The same product may give rise to different legal allegations. Each claim should be tested against its own legal requirements rather than treated as an automatic consequence of the same facts.
Reducing liability can be a meaningful litigation result
A defendant may not always be able to secure complete dismissal. Nevertheless, challenging the scope of the claims, the evidence of involvement and the amount of compensation can still make a substantial difference to the outcome.
Commercial and IP risk should be reviewed together
Distributors should maintain clear records of product authorization, sourcing, supplier relationships and the scope of their distribution rights. These records can become important when a product is challenged in litigation.
Frequently Asked Questions
Can a distributor be liable for unfair competition in China?
Potentially. A distributor may face liability where the evidence establishes that it engaged in conduct prohibited by the applicable law, including a legally relevant role in selling goods whose decoration causes consumer confusion. Liability depends on the facts and evidence of the particular case.
Does a company have to manufacture a product to face an unfair competition claim?
Not necessarily. A claim may concern the sale or distribution of a product rather than its manufacture. The defendant's actual role and the evidence connecting it to the transaction are important.
What is trade dress infringement under Chinese law?
The term is commonly used to describe disputes over product or packaging appearance. Under China's unfair competition framework, certain uses of product decoration associated with goods having market influence may be unlawful if they are likely to cause consumer confusion.
Can a claimant bring copyright and unfair competition claims in the same dispute?
A claimant may assert different legal claims based on related facts, but each claim must independently satisfy its applicable legal requirements. Success on an unfair competition claim does not automatically establish copyright infringement.
What can a company do when facing a large compensation claim?
The company should assess the legal basis for each claim, the evidence linking it to the alleged conduct, the scope of any potential liability and the basis for the compensation calculation. A focused defense may reduce exposure even if some liability is ultimately established.
Key Takeaways
For distributors and businesses facing product-decoration or trade dress claims in China:
- Do not assume that the absence of manufacturing activity automatically eliminates liability.
- Examine the evidence connecting the defendant to the specific product and sale.
- Assess product authorization and distribution scope carefully.
- Distinguish unfair competition claims from copyright claims.
- Challenge the claimant's evidence of market influence, similarity and likely consumer confusion where appropriate.
- Evaluate the compensation claim separately from the question of liability.
- Treat limiting the scope of liability as a legitimate litigation objective, even where complete dismissal is not achieved.
About the Author

Yu Yuting
Partner | NEO-ARK Law Firm
Lawyer Yu focuses on foreign-related litigation, cross-border disputes, commercial matters, and legal services for overseas individuals and businesses in China.
Email: [email protected]
About NEO-ARK Law Firm
NEO-ARK Law Firm provides legal services in foreign-related litigation, commercial disputes, family law, and cross-border legal matters, assisting both international and domestic clients throughout China.











