SubscribeLog in
Connect with us

China Brands, Marketing & Consumers

Will the Real Peppa Please Stand Up? – The War Between Peppa Pig and China Copycats

How Peppa Pig became the victim of thousands of “trademark squatters” in China.

Manya Koetse

Published

on

Image by http://www.twoeggz.com

Peppa Pig is one of the most popular cartoon figures in China, but the company behind the porcine celebrity is losing out on millions of dollars. For years, so-called “trademark squatters” have been registering Peppa trademarks in China to profit from the piglet’s PRC success.

From Peppa Pig t-shirts to tattoos to tableware – over the past few years, the British cartoon pig Peppa has conquered the Chinese market and its merchandise is being sold from Taobao to neighborhood shops.

But the tens of millions of dollars that the company behind Peppa Pig – Entertainment One UK Limited – should have gained from its big China boom, have gone to many other companies instead. In 2011, long before Peppa had her big breakthrough in the PRC, people have scrambled to register for Peppa Pig (小猪佩奇) trademarks in China.

Anything Peppa is booming on Taobao.

According to various news sources, one company (扬州金霞塑胶有限公司) registered 21 different variations of a ‘Peppa Pig’ trademark back in 2011, and one person by the name of Cai (蔡X) even registered 100 trademarks similar to Peppa Pig in that same year across different industries.

Dozens of Peppa Pigs trademarks.

The topic of unauthorized Peppa Pig products and brands in China gained a lot of attention on Chinese social media this week, after Chinese news outlet The Paper published an interview with Entertainment One’s Brand Protection senior director Niall Trainor on September 25, in which he was quoted as saying that due to copyright infringement, the company has suffered “a loss of tens of millions of dollars in China alone, without exaggeration.”

 
Peppa Pig and the Trademark Squatters
 

Trainor explained that one of the biggest challenges for Entertainment One UK in fighting unofficial Peppa Pig goods or services in China, is that their trademark has already since long been (successfully) registered across various industries in China, from educational fields to dental healthcare industries.

In China, anyone is basically allowed to apply for a trademark for a specific industry. It is a lengthy process that can take up to two years to be approved, if no objections were received. The country has a so-called “first-to-file” and “multi-class application” system, meaning the person who registered the trademark in a certain category first, will get all the rights to distribute and sell the products within that class.

From pianos, to pasta and puppets: a selection of Peppa Pig products available on Taobao and Tmall.

But there are many people taking advantage of this system. So-called “trademark squatters” (商标抢注者) try to register trademarks across various classes for the purpose of earning money, often specifically targeting well-known foreign trademarks in doing so. Language barriers and foreign companies’ unfamiliarity with Chinese trademark procedures make them especially vulnerable to these kinds of practices.

A well-known example is that of Apple, as introduced by Sunny Chang in “Combating Trademark Squatting in China.” Although the American company made their first application for their iPhone trademark in China in 2002, they only did so in the class of “computers and computer software” (Chang 2014, 338). One Chinese company soon seized the opportunity, and managed to successfully register the iPhone trademark under the “phones and mobile phones” category. Eventually, Apple ended up paying that company $3.65 million to reclaim their rights to the trademark. For a ‘trademark squatter,’ there is a fortune to be made from a relatively simple registration procedure.

Recently, there is more attention for victims of this kind of “bad faith trademark registration” (恶意抢注). Earlier this month, a court ruling in Hangzhou involving Bayer and one of its sunscreen brands (see this article) pointed out that victims of trademark squatters may be able to pursue civil actions for compensation against them.

But for Peppa Pig, a lot of damage has already been done. Peppa first aired as a British animated television series (produced by Astley Baker Davies) in May of 2004, but it took more than eleven years before the show was officially launched in the PRC (CCTV/June 2015). Since then, Peppa Pig has become one of the most popular programs for preschoolers in China. The early ‘trademark squatters’ were years ahead of its big success.

The Peppa Pig brand especially suffered from the fake Peppa merchandise industry in China in 2017, when the little pig became somewhat of an icon on Chinese social media and in the trendy fashion scene.

Earlier this year, What’s on Weibo published an article discussing the pig’s status as a cultural icon for some subcultural groups in China.

 
No Pity for Peppa
 

As Peppa’s popularity in China is still on the rise, the trademark war is anything but over. According to the The Paper, one Shenzhen company registered the trademark of George Pig (小猪乔治, Peppa’s little brother) in 2016 in a total of 28 categories, varying from board games to puppets. Their application was successfully completed earlier this year.

The Peppa Pig family, including George.

Meanwhile, Entertainment One is fighting a neverending battle against copyright infringement in China, but has failed to even register its Peppa Pig trademark in categories such as ‘plush toys,’ since others beat them to it.

On Weibo, the hashtag “The Domestic Fight over the Peppa Pig Trademark” (#小猪佩奇商标国内被抢注#) has been viewed more than 11 million times today.

Many people call “trademark squatting” a practice that is similar to a lottery, as one never knows if their efforts to register various trademarks are actually going to pay off. Some even praise those who registered Peppa trademarks as early as 2011 for their ‘prophetic vision’ about the pig’s coming popularity in the PRC years down the road.

There are many commenters who do not seem to sympathize at all with the British creative company behind Peppa and their struggle over the Peppa trademark. “Foreigners have also taken many trademarks from China,” a typical comment says: “We’ll also never get that money back.”

“Whoever registered the trademark first is to whom it belongs,” many other people comment.

There are, however, some people who are worried about their Peppa products, wondering: “So are my Peppa showergel, cookies, and sweets the real thing or not?”

Some voices speak out for better protection of copyright in China, saying: “Originality needs to be protected.”

Ironically, a verified Weibo account named “Peppa Pig” (@小猪佩奇PeppaPig), registered by a company in Xiamen (厦门小黄人科技有限公司), also responded to the issue, calling those people fighting over the Peppa trademark “abominable.”

Some people do not understand what all the fuss is about in the first place, writing: “Why are people going crazy over a pig that just looks like a blow dryer anyway?”

By Manya Koetse, with contributions from Miranda Barnes

References

Chang, Sunny. 2014. “Combating Trademark Squatting in China: New Developments in Chinese Trademark Law and Suggestions for the Future. Northwestern Journal of International Law & Business 34(2): 337-358.

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2018 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the founder and editor-in-chief of whatsonweibo.com. She is a writer, public speaker, and researcher (Sinologist, MPhil) on social trends, digital developments, and new media in an ever-changing China, with a focus on Chinese society, pop culture, and gender issues. She shares her love for hotpot on hotpotambassador.com. Contact at manya@whatsonweibo.com, or follow on Twitter.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

China Brands, Marketing & Consumers

Tick, Tock, Time to Pay Up? Douyin Is Testing Out Paywalled Short Videos

Is content payment a new beginning for the popular short video app Douyin (China’s TikTok) or would it be the end?

Manya Koetse

Published

on

The introduction of a Douyin novel feature, that would enable content creators to impose a fee for accessing their short video content, has sparked discussions across Chinese social media. Although the feature would benefit creators, many Douyin users are skeptical.

News that Chinese social media app Douyin is rolling out a new feature which allows creators to introduce a paywall for their short video content has triggered online discussions in China this week.

The feature, which made headlines on November 16, is presently in the testing phase. A number of influential content creators are now allowed to ‘paywall’ part of their video content.

Douyin is the hugely popular app by Chinese tech giant Bytedance. TikTok is the international version of the Chinese successful short video app, and although they’re often presented as being the same product, Douyin and Tiktok are actually two separate entities.

In addition to variations in content management and general usage, Douyin differs from TikTok in terms of features. Douyin previously experimented with functionalities such as charging users for accessing mini-dramas on the platform or the ability to tip content creators.

The pay-to-view feature on Douyin would require users to pay a certain fee in Douyin coins (抖币) in order to view paywalled content. One Douyin coin is equivalent to 0.1 yuan ($0,014). The platform itself takes 30% of the income as a service charge.

According to China Securities Times or STCN (证券时报网), Douyin insiders said that any short video content meeting Douyin’s requirements could be set as “pay-per-view.”

Creators, who can set their own paywall prices, should reportedly meet three criteria to qualify for the pay-to-view feature: their account cannot have any violation records for a period of 90 days, they should have at least 100,000 followers, and they have to have completed the real-name authentication process.

On Douyin and Weibo, Chinese netizens express various views on the feature. Many people do not think it would be a good idea to charge money for short videos. One video blogger (@小片片说大片) pointed out the existing challenge of persuading netizens to pay for longer videos, let alone expecting them to pay for shorter ones.

“The moment I’d need to pay money for it, I’ll delete the app,” some commenters write.

This statement appears to capture the prevailing sentiment among most internet users regarding a subscription-based Douyin environment. According to a survey conducted by the media platform Pear Video, more than 93% of respondents expressed they would not be willing to pay for short videos.

An online poll by Pear Video showed that the majority of respondents would not be willing to pay for short videos on Douyin.

“This could be a breaking point for Douyin,” one person predicts: “Other platforms could replace it.” There are more people who think it would be the end of Douyin and that other (free) short video platforms might take its place.

Some commenters, however, had their own reasons for supporting a pay-per-view function on the platform, suggesting it would help them solve their Douyin addiction. One commenter remarked, “Fantastic, this might finally help me break free from watching short videos!” Another individual responded, “Perhaps this could serve as a remedy for my procrastination.”

As discussions about the new feature trended, Douyin’s customer service responded, stating that it would eventually be up to content creators whether or not they want to activate the paid feature for their videos, and that it would be up to users whether or not they would be interested in such content – otherwise they can just swipe away.

Another social media user wrote: “There’s only one kind of video I’m willing to pay for, and it’s not on Douyin.”

By Manya Koetse

Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Continue Reading

China Brands, Marketing & Consumers

Tsingtao Brewery ‘Pee-Gate’: Factory Worker Caught Urinating in Raw Material Warehouse

The pee incident, that occurred at a subsidiary Tsingtao Beer factory, has caused concerns among consumers.

Manya Koetse

Published

on

A video that has circulated on Chinese social media since October 19 shows how an alleged worker at a Tsingtao Beer factory climbs over a wall at the raw material production site and starts to urinate.

The incident reportedly occurred at the Tsingtao Beer Factory No. 3, a subsidiary of the Tsingtao Brewing Company, located in Qingdao, Shandong.

After the video went viral, the Tsingtao Brewery Company issued a statement that they took the incident very seriously and immediately report it to the authorities, who have started an investigation into the case. Meanwhile, the specific batch in production has been halted and shut off.

The incident has caused concern among consumers, and some commenters on social media wonder if this was the first time something like this has happened. “How do we know this hasn’t happened many times before?”

Others speculate about what might have motivated the man to urinate at the production site. There are those who believe that the man is part of an undercover operation orchestrated by a rivaling company, aimed at discrediting Tsingtao. It’s even suggested that there were two ‘moles’ leaking in this incident: one doing the urinating, and the other doing the video ‘leak.’

Meanwhile, there are voices who are critical of Tsingtao, suggesting that the renowned beer brand has not effectively addressed the ‘pee gate’ scandal. It remains uncertain how this incident will impact the brand, but some netizens are already expressing reservations about ordering a Tsingtao beer as a result.

But there are also those who joke about the “pissing incident,” wondering if Tsingtao Beer might soon launch a special “urine flavored beer.”

By Manya Koetse

Get the story behind the hashtag. Subscribe to What’s on Weibo here to receive our newsletter and get access to our latest articles:

Featured photo by Jay Ang (link).

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2023 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Continue Reading

Subscribe to our newsletter

Stay updated on what’s trending in China & get the story behind the hashtag

Sign up here to become a premium member of What’s on Weibo today and gain access to all of our latest and premium content, as well as receive our exclusive Weibo Watch newsletter. If you prefer to only receive our free newsletter with an overview of the latest articles, you can subscribe for free here.

Get in touch

Would you like to become a contributor, or do you have any tips or suggestions for us? Get in touch with us here.

Popular Reads