Jasmine Milk White Ordered to Pay RMB 10.3 Million in LV Trademark Infringement Case, Loses First Instance

WISECODE Take

This news highlights a common misconception among businesses during brand design: mistakenly believing that minor alterations can bypass the trademark rights of established major brands. In the competitive arena of trademarks, much like athletes on a sports field, each participant's "identifying mark" is strictly regulated to ensure fair play. The Suzhou Intermediate People's Court ruled that the four-leaf floral graphic used by "Jasmine Milk White" was substantially similar to the 7 registered trademarks held by Louis Vuitton Malletier (LV), akin to an athlete wearing a jersey highly resembling an opposing team's, which can easily confuse spectators. For business owners, this signifies that the boundaries of brand identity are not ambiguous, especially when the imitated subject is a highly renowned trademark like LV, significantly increasing the risk of infringement. The first-instance judgment of RMB 10.3 million in damages is not only a massive financial blow but also underscores the operational crises that can arise from inadequate trademark planning. Furthermore, with "Jasmine Milk White"'s own related trademark applications in rejection review or invalidation status, their position becomes even more passive. First, thorough trademark searches and analyses are essential before brand design to confirm if graphics or text pose a risk of similarity. Second, even seemingly minor design elements should be evaluated by professional IP consultants to avoid a "free-riding" mindset that leads to infringement. Third, companies should establish an internal trademark review mechanism to ensure all marketing materials comply with regulations. In the brand competition arena, originality is the key to scoring; imitation only leads to penalties. Zhidian recommends that businesses conduct trademark portfolio health checks to ensure the uniqueness and legality of their brand identity.