Recently, Liepin, a well-known Chinese job recruitment platform, encountered a trademark squatting issue while expanding into overseas markets, drawing widespread attention. Reports indicate that when Liepin attempted to enter the Indonesian market, it discovered that its brand name ‘Liepin’ had already been registered as a trademark by a local third party, preventing the company from using its own brand for commercial promotion and operations.Such trademark squatting is not uncommon during international expansion, especially in emerging markets like Southeast Asia, where trademark systems often follow a ‘first-to-file’ principle. Without proactive intellectual property (IP) protection, companies are vulnerable to opportunistic registrations by others. Experts advise that Chinese enterprises should conduct global trademark searches and filings early—particularly defensive registrations in target markets—to mitigate such risks. The Liepin case serves as a reminder to other internet platforms that brand protection must go hand-in-hand with business globalization. Currently, Liepin is pursuing legal avenues to reclaim its trademark rights, though the process may be time-consuming and costly. This incident once again highlights the critical role of an IP strategy in international business expansion.
近期，中国知名招聘平台猎聘（Liepin）在拓展海外市场过程中遭遇商标抢注事件，引发广泛关注。据报道，猎聘在尝试进入印度尼西亚市场时，发现其品牌名称“Liepin”已被当地第三方抢先注册为商标，导致其无法正常使用该品牌进行商业推广和运营。此类商标抢注行为在国际扩张中并不罕见，尤其在东南亚等新兴市场，由于商标注册制度多采用‘先申请原则’，若企业未提前布局知识产权保护，极易被他人钻空子。专家指出，中国企业出海前应尽早开展全球商标检索与注册，特别是在目标市场国家进行防御性注册，以规避类似风险。猎聘此次事件也提醒其他互联网平台，在全球化进程中，品牌保护必须与业务拓展同步推进。目前，猎聘正通过法律途径争取商标权利，但过程可能耗时且成本高昂。这一案例再次凸显了知识产权战略在国际化布局中的关键作用。
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