Dunhill has secured a decisive ruling in China against Danhuoli, a company found guilty of trademark infringement and unfair competition. The Foshan Intermediate People’s Court ordered Danhuoli to pay RMB 10 million (approximately $1.47 million USD) in damages. The ruling is a strong signal that China’s intellectual property enforcement is tightening, particularly for foreign luxury brands facing copycats.
A Business Model Built on Misrepresentation
Danhuoli operated under the misleading name Dunhill Group, a Hong Kong-registered entity that had no connection to the British luxury brand. With more than 200 franchise stores across 61 cities, including a presence in the high-end shopping centre, the company profited by creating an illusion of legitimacy.
While Danhuoli’s registered trademark in China featured a plain font, its actual branding told a different story. It closely imitated Alfred Dunhill’s distinctive long tail mark, using a stretched typeface with elongated lowercase letters, a design choice unlikely to be accidental. This calculated resemblance formed the basis of the dispute.
Court’s Verdict: Infringement Comes at a Cost
The court ruled that Danhuoli had engaged in trademark infringement and unfair competition, ordering it to pay RMB 10 million in damages. In an unusual move, the court also held company executives personally liable, raising the stakes for those engaging in trademark violations.
Alfred Dunhill’s CEO, Andrew Maag, commented on the ruling:
“Today’s ruling confirms Alfred Dunhill Ltd.’s unequivocal resolve in tackling infringement of our IP rights in China and globally. Our system of IP management and enforcement is second to none. With the support of Rouse and Lusheng Law Firm, we have secured a fair and proportionate ruling.”
What This Means for Luxury Brands in China
China’s approach to intellectual property enforcement is evolving, with courts increasingly awarding higher damages in infringement cases. This decision follows a trend seen in other cases; for example, Burberry won a case against Xinboli Trading Shanghai, which had sold counterfeit goods under the “BANEBERRY” mark, mimicking Burberry’s check pattern and Equestrian Knight logo. The Jiangsu Provincial High People’s Court awarded Burberry RMB 6 million in damages, a noteworthy ruling in the context of trademark enforcement in China.
Luke Minford, Global CEO of Rouse, commented:
“This win for Alfred Dunhill is just reward for all their hard work protecting their brand in China. The decision should make other brand owners aware that China is getting serious about protecting foreign brands.”
With stricter enforcement and rising financial penalties, businesses that trade on established names will find the cost of infringement increasingly unappealing.
Dunhill’s Longstanding Commitment to Brand Protection
Alfred Dunhill has been active in China for over two decades, securing recognition from the China State Administration for Industry and Commerce as a protected trademark in 2000. Over the years, the brand has pursued multiple infringement cases in Beijing, Wuxi, and Guangzhou to defend its identity.
The Message for Imitators and the Road Ahead for Brands
This ruling adds weight to China’s approach to trademark enforcement. Danhuoli’s actions resulted in a costly outcome, making clear that businesses attempting to trade on established brand names will face serious consequences. Courts are holding companies and individuals accountable, increasing the risks for those who misrepresent their identity.
Dunhill’s persistence paid off, but the broader lesson for the industry is that legal action alone is not enough. Brand protection requires a sustained effort, from securing trademarks early to monitoring the market and acting swiftly against infringements. The cost of inaction is often far greater than the cost of enforcement.
1. https://asiaiplaw.com/article/major-trademark-victory-for-alfred-dunhill-in-china
2.https://www.scmp.com/news/hong-kong/hong-kong-alfred-dunhill-awarded-10-million-yuan