About the Author

Mengchun Zhang is a partner at Beijing JunZeJun Law Offices, focusing on IP litigation, enforcement, and trademark strategy in China.

He advises multinational companies and leading Chinese businesses on trademark strategy, enforcement, copyright, unfair competition, AI governance, data-related disputes, and complex IP litigation. His practice covers the full lifecycle of IP protection, from prosecution and portfolio management to administrative enforcement, litigation, and criminal actions.

Before joining Beijing JunZeJun Law Offices, Mengchun practiced at domestic and international law firms, including Baker McKenzie FenXun, ZY Partners, and Lung Tin Law Firm.

He has been recognized by The Legal 500, WTR 1000, and other leading legal directories for his expertise in IP and brand protection. The 2026 WTR 1000 recognized him as:

“Mengchun Zhang is a powerhouse in Chinese IP litigation, with 15 years of experience representing global corporations in landmark trademark, copyright, and unfair competition cases. Many of his cases have been recognized as guiding or representative cases. His victories underscore his mastery of raid actions, administrative disputes, and cutting-edge copyright enforcement across industries.”

Representative Experience

Selected Civil Litigation:

  • Jo Malone v. Jing Dian Yi Xiu. Represented Jo Malone (“JML”) in trademark infringement and unfair competition litigation against Jing Dian Yi Xiu before the Guangzhou Baiyun District Court. The court granted a conduct preservation injunction ordering the defendants to cease the relevant infringing conduct during the proceedings, froze more than CNY 2 million in the defendants’ assets, and ultimately awarded JML CNY 3 million in damages plus CNY 500,000 in reasonable costs.
  • Sanofi v. Zhengzhou Sai Nuo Fei and Affiliates. Represented Sanofi in trademark infringement and unfair competition litigation against Zhengzhou Sai Nuo Fei and its affiliated companies before the Henan High People’s Court. Before filing the civil action, coordinated with the Zhengzhou Public Security Bureau to conduct raids, seize infringing products, and secure key sales records. The court found infringement, ordered the defendants to cease the infringing acts, and awarded CNY 1.8 million in damages. The case was selected as one of seven representative IP cases by the Henan courts in 2025.
  • GS YUASA v. BFGS. Represented GS YUASA in trademark infringement and unfair competition litigation against the legal representative of BFGS and his company before the Suzhou Intermediate People’s Court. The court held the legal representative jointly and severally liable with BFGS, recognized the protectability of the product decoration used for GS batteries, and awarded GS YUASA CNY 2 million in damages.
  • Beijing Tong Ren Tang v. Tianjin Tong Ren Tang. Represented Beijing Tong Ren Tang in trademark infringement and unfair competition litigation against Tianjin Tong Ren Tang before the Beijing IP Court. The claims sought an order requiring Tianjin Tong Ren Tang to cease use of the trade name “Tong Ren Tang” and compensation of CNY 50 million for Beijing Tong Ren Tang’s losses. The case involves complex issues relating to time-honored brands, trade name use, trademark rights, and disputes involving listed companies.
  • CIMC v. Beijing Zhong Ji Energy. Represented China International Marine Containers (“CIMC”) in trademark infringement and unfair competition litigation against Beijing Zhong Ji Energy Company and others before the Beijing IP Court. The court recognized the Chinese mark “Zhong Ji” as a well-known trademark and awarded CIMC CNY 2 million in damages.
  • Hai Pa Wang v. Hai Ba Wang Jinjiang. Represented Hai Pa Wang in trademark infringement and unfair competition litigation against Hai Ba Wang Jinjiang and others before the Quanzhou IP Court. The court recognized the Chinese mark “Hai Pa Wang” as a well-known trademark. This was the first case in which the Quanzhou IP Court recognized a well-known trademark since the court’s establishment.
  • Tencent v. Xpeng. Represented Tencent in copyright infringement litigation against Xpeng and a video company. The case involved the unauthorized use of copyrighted audiovisual content on an in-vehicle display and was selected as one of the Top Ten Representative Automotive IP Cases of 2024.
  • Tencent v. Lian Yun Tian Xia. Represented Tencent in unfair competition litigation against Lian Yun Tian Xia before the Beijing IP Court, involving batch marketing through WeChat and unauthorized use of WeChat data. The court awarded Tencent the full CNY 5 million in damages it had claimed. The case was selected as a representative IP case of the Beijing courts in 2023.
  • Tencent v. Douyin. Represented Tencent in a series of copyright infringement and unfair competition lawsuits against Douyin before the Chongqing First Intermediate People’s Court and the Beijing Internet Court. The cases involved copyright issues relating to short videos and the liability of short-video platform service providers, raising important copyright issues concerning the liability of short-video platforms in China.
  • Xiong Zai Company v. Starbucks. Represented Starbucks in defending a trademark infringement lawsuit filed by Xiong Zai Company before the Quanzhou Intermediate People’s Court. The court dismissed all claims based on trademark fair use and held that the descriptive use of a product shape did not constitute trademark use. The decision attracted significant media attention, including coverage by China Intellectual Property News, and was selected as a representative trademark case of the Quanzhou courts in 2021.
  • Local Company v. Land Rover. Represented Land Rover in defending a bad-faith trademark infringement lawsuit filed by a local company before the Ningbo Intermediate People’s Court. The court dismissed the plaintiff’s claims due to lack of evidence supporting damages.
  • Anta v. Brooks. Advised Brooks in defending a trademark infringement lawsuit filed by Anta before the Quanzhou Intermediate People’s Court. The court dismissed part of the plaintiff’s claims due to lack of supporting evidence.

Selected Criminal and Administrative Raid Actions:

  • Starbucks v. Shuangshan and Other Companies. Represented Starbucks in working closely with the Guangdong and Jiangsu Public Security Bureaus to conduct criminal raids against Shuangshan and other companies. The illegal business turnover exceeded CNY 10 million. The case involved coordination among PSBs in different regions, cross-border evidence collection, and investigations of manufacturing sites and warehouses. It attracted significant media attention and created a strong deterrent against counterfeiters involved in the manufacture and sale of infringing products. The case was selected as a representative criminal case by the Supreme People’s Procuratorate in 2019 and as a Deal of the Year by China Business Law Journal in 2020.
  • Pernod Ricard Fujian Criminal Enforcement Action. Represented Pernod Ricard in assisting the Fujian PSBs in conducting criminal raids against a counterfeiting gang. The case was selected as a representative criminal case by the Supreme People’s Procuratorate in 2019 and as a Deal of the Year by China Business Law Journal in 2020.
  • Pernod Ricard Guangzhou Criminal Enforcement Actions. Represented Pernod Ricard in working with the Guangzhou PSBs to conduct criminal raids against three criminal gangs. All 17 defendants were sentenced to imprisonment without probation.
  • L Brands Administrative Enforcement Action. Represented L Brands in coordinating with the local AIC to conduct an administrative raid against an individual in China based on trademark infringement. The case involved assistance from an online platform in providing sales records and evidence that the suspect had forged another party’s factory name on a quality certificate. The case was selected as a top ten administrative protection case by the QBPC.

Selected Administrative Litigation:

  • Burger King v. CNIPA. Represented Burger King in a retrial case before the Supreme People’s Court (“SPC”) involving the determination of likelihood of confusion. The SPC supported Burger King’s retrial petition based on notarized market survey evidence demonstrating actual confusion. The case was selected by IPhouse as a representative trademark administrative case in 2020.
  • Boeing v. CNIPA. Represented Boeing in a trademark invalidation case against the CNIPA before the Beijing IP Court, obtaining a favorable judgment that recognized the BOEING mark as a well-known trademark in China for the first time.
  • Church & Dwight v. CNIPA. Represented Church & Dwight in an invalidation case before the Beijing IP Court. The court invalidated a bad-faith trademark registration based on approximately ten other bad-faith trademark applications and registrations under Article 44.1 of the Trademark Law. This case was named as a representative trademark administrative case by IPhouse in 2019.
  • Leica v. CNIPA. Represented Leica in an invalidation case before the Beijing IP Court, obtaining a favorable judgment. The judgment marked the first recognition of the LEICA mark as a well-known trademark in China.
  • Volvo v. CNIPA. Represented Volvo in an invalidation case before the Beijing IP Court. The case involved the role of the cited mark’s reputation in determining the likelihood of confusion and garnered substantial media attention, including coverage by China Intellectual Property News.
  • Procter & Gamble v. CNIPA. Represented Procter & Gamble in a trademark administrative case concerning deceptiveness under Article 10.1(7) of the Trademark Law. The CNIPA had found the applied-for mark deceptive, but a favorable judgment was subsequently obtained finding that the mark was not deceptive. The case provides a representative example of the application of Article 10.1(7) and the assessment of deceptiveness in trademark examination.

Portfolio Management, Data and Cross-border Matters

  • Advised multinational and leading domestic clients on trademark portfolio strategy, including filings, clearance searches, registrability and infringement risk analysis, classification planning, defensive filings, portfolio optimization, oppositions, cancellations, invalidations, and trademark monitoring before the CNIPA.
  • Advised on coexistence agreements, domain name coordination, and trademark enforcement strategies.
  • Advised a leading technology company on the protection of WeChat and WeCom (enterprise WeChat) data, providing comprehensive legal opinions on data compliance and security.
  • Advised a major state-owned bank on a data sharing project, including legal analysis and regulatory compliance support.
  • Advised a foreign AI company on China-related data collection and AI training compliance, including an assessment of data acquisition, processing, and cross-border transfer considerations in connection with AI model development.
  • Advised several leading Chinese companies, including a top-tier VR headset manufacturer and a leading cloud computing platform provider, on overseas trademark portfolio strategy and filings in connection with their global expansion.
  • Chinese Company v. Australian Infringer. Advised a leading Chinese company in trademark and trade name infringement litigation in Australia, successfully achieving a multi-million AUD settlement with the infringing party.

Publications

  • Challenges and Strategies for Chinese Enterprises in Overseas Trademark Portfolio Management, Beijing Lawyers Association, 2025
  • Comprehensive Establishment of Rights Protection and Compliance System for Online Competitive Acts, Wolters Kluwer, 2024
  • Case Law Research on Judicial Interpretation of Anti-Unfair Competition Law, IP ForeFront, 2022
  • How to Conduct Enforcement based on the New PRC Seed Law, IP ForeFront, 2022
  • How Internet Companies Should Respond to Trademark Piracy, commissioned research project for an internet company, 2022
  • Experience and Prospect: A Research on Punitive Damages in China, IP Economy, 2021

Professional Activities

  • Speaker at the AmCham China Roundtable Discussion on the New Trademark Law.
  • Expert speaker at a Supreme People’s Court symposium on copyright protection of audiovisual excerpts.
  • Delivered a presentation at INTA on “How PRC Courts Consider Each Factor in Punitive Damages and How to Obtain High Compensation.”
  • Delivered a presentation at INTA on “In the Shoes of the Chinese Court: How Would Hermès v. MetaBirkins Play Out in China?”
  • Delivered training for Sinopharm Group on “How to Handle Trademark Infringement and Unfair Competition Cases.”
  • Delivered training for the Fuzhou Municipal Supervisory Authority on “Criteria for Judging Trademark Infringement and Ordinary Violations.”
  • Delivered training for the Hefei Municipal Supervisory Authority on “Trademark Infringement and Unfair Competition.”
  • Delivered lectures on trademark infringement and unfair competition for students at China University of Political Science and Law, Beijing Technology and Business University, and the University of International Business and Economics.

Professional Affiliations

  • Expert, “Research Task Force on Emerging Issues in Trademark Law,” China Trademark Association
  • Member, Trademark Committee, Beijing Lawyers Association
  • Member, China Group, International Association for the Protection of Intellectual Property (AIPPI)
  • Member, Trademark Committee, American Intellectual Property Law Association (AIPLA)
  • Certified Data Compliance Specialist, Shanghai Data Exchange
  • Practice Mentor for Master’s Students, Beijing Technology and Business University

Awards and Honors

  • Ranked in the World Trademark Review (WTR) 1000 as a leading trademark professional
  • Recognized in The Legal 500 China Elite rankings

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