In today’s business environment, the protection of intellectual property (IP) is critical to a firm’s competitiveness and market position. As key supporters of corporate decision-making, market-research agencies must constantly deepen their understanding of IP-related cases so they can provide clients with more comprehensive and accurate market analyses and strategic recommendations. Drawing on representative IP cases from the past two years, this paper analyses the current state and emerging trends of IP protection from a market-research perspective.

I. Trademark Infringement: Market Confusion and Brand Protection
A. Case Background
In 2024, several companies—including a Shanghai-based vehicle-service firm—were penalised by the Putuo District Market Supervision Bureau (IP Office) for using Rolls-Royce trademarks on illegally modified vehicles in wedding-car rental services. By advertising on platforms such as Dianping, the firms led consumers to believe their vehicles were affiliated with Rolls-Royce Motor Cars.

B. Market-Research Lens
From a research viewpoint, such infringement not only harms the trademark owner but also creates market confusion that distorts consumer choice. Surveys can measure brand perception and trust, quantifying the reputational damage caused by infringement. Research can also reveal consumers’ willingness to purchase infringing offerings, supplying data-driven support for brand-protection strategies.

C. Judicial Practice & Market Impact
The bureau imposed administrative penalties under the Trademark Law, signalling intensified enforcement. Companies must therefore exercise greater caution in trademark use to avoid legal risk and market losses.

II. Counterfeit Goods: Tracing Sales Channels and Attacking the Source
A. Case Background
Between November 2023 and January 2024, Jin XX and accomplices were sentenced to prison and fined for selling counterfeit L’Oréal and Estée Lauder cosmetics. The fakes entered the market through illicit channels and were ultimately sold in multiple盒马 membership stores, with total sales exceeding RMB 3.2 million.

B. Market-Research Lens
Using data analytics, researchers can map counterfeit distribution networks and identify infringement hotspots. By sharing market intelligence with enforcement agencies, research firms help dismantle production and sales operations. Research can also measure how counterfeits erode genuine-product sales, informing brand-owner strategy adjustments.

C. Judicial Practice & Market Impact
The Pudong New Area People’s Court delivered heavy sentences, underscoring judicial resolve. The case reminds firms to tighten supply-chain oversight and to raise consumer awareness of anti-counterfeiting measures.

III. Trends and Recommendations
A. Trend Analysis
Recent cases show stronger IP protection and stricter enforcement. Market-research agencies track these developments to keep clients abreast of regulatory and market dynamics.

B. Recommendations

Conclusion
IP protection is no longer peripheral to market research. By dissecting landmark cases, research firms can deliver fuller market analyses and sharper strategic advice, helping clients remain competitive in global markets. As IP awareness rises, market-research agencies will play an ever-greater role in safeguarding innovation and brand value.