Eliminating counterfeit products

Business Problem

Counterfeit products, trademark infringement and grey market resellers are top concerns for recognizable international brands doing business in China.

Not only do these issues represent unrealized revenue for companies, but depending on how these counterfeit items are sold, these issues can easily threaten brand perception if consumers confuse fake items with authentic ones and have negative experiences.

Pantone approached WPIC to eliminate black market violators from numerous platforms, including its preferred third party e-commerce space: Tmall.



WPIC launched a custom and comprehensive programmatic scrape, which collected every instance of the Pantone brand. A whitelist and blacklist were produced to protect approved vendors.

Furthermore, WPIC leveraged its long-standing relationships with various platforms (Tmall, JD, Taobao, Baidu and others) to remove any instances of trademark infringement. Whereas threatening legal action against counterfeiters can take months, WPIC is able to rectify these issues within days.


By removing counterfeit violators from the digital space, companies can experience dramatic increases in revenue and retain total control over the brand experience.

Through this, Pantone was the only result on Tmall, both immediately and 5 years later. Other platforms require ongoing trademark protection monitoring and actions. Clients find this is a worthwhile investment for the increase in visibility and traffic and ultimately, ROI.

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