It's a problem for brands and one that has been around for many years, but with China's entry into the World Trade Organisation, surely it's time for some action.
The Beijing Trademark Association's site is a good indicator of the gravity of this issue. The association, which apparently aims to safeguard brand names, lists almost 300 brands (recognised in China) on its website.
While a search on the website finds local brands such as Robust and Yefeng, it's uncanny that international brands such as Coca-Cola and Pepsi - which have a strong presence in China - are nowhere to be found on the site.
The China Daily newspaper recently highlighted the issue of copyright infringement, which is often too costly for brands to pursue legally.
Most brands will only fight fake goods when it affects their market share.
And it's going to be some time before we see how effective China's 'regulation for the implementation of trademark law', which came into force last month, will be.
What's certain is that China cannot continue to turn a blind eye to this blatant infringement on copyright; it's an illicit industry worth US$16 billion with about two-fifths of companies losing more than 20 per cent of revenue to fake goods. According to the China Daily report, P&G alone loses US$150 million each year due to copycat goods.
The time has become for China to adopt international practices that recognise and protect brands.
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