Guilherme Campos Moderates Intellectual Property Strategy Sharing Event by Lavazza

On March 3, 2022, our International Business Advisory Manager Guilherme Campos moderated a hybrid workshop “Italian Brands Growing in China: The Lavazza Case Study”, held in the flagship store of Lavazza in Shanghai. This event was jointly organized by the Intellectual Property Working Group (IPWG) and the Food and Beverage Working Group of the China Italy Chamber of Commerce.

IP protection is a longstanding and critical concern for companies operating in China. In recent years, China has already made strides to improve IP protection, however, challenges remain as counterfeiters and infringers are becoming increasingly sophisticated. Brands both small and large – even those such as Lavazza with over a century of history – all face similar challenges.

As Vice Coordinator of the IPWG, Guilherme led the discussion among representatives of Lavazza Group, who have been there since the launch of the joint venture between Lavazza and YUM China in 2020 and the subsequent opening of Lavazza stores throughout China. They shared their stories and best practices on IP management and strategies, as well as how they address the challenges when adapting to the volatile, young, and demanding consumer market along with digital sales channels while preserving Lavazza’s brand DNA.

“In a market of this size, even brands like Lavazza need local partners to have a better chance of succeeding. Both resources and knowledge of the local F&B market are paramount”, commented Guilherme after the event.

At Dezan Shira & Associates, we offer a deep understanding of the various business and regulatory environments of Asia, provide comprehensive market entry services, as well as advisory and filing services for trademarks, copyrights, and patents. Authorized as a trademark agency in China, and with comprehensive IP services for more than a dozen countries throughout Asia, our advisors use their exceptional expertise in legal, accounting, technology, and market entry intelligence to offer you a one-stop solution.

Resources about Intellectual Property Protection

[Article] How to Protect Your Intellectual Property Rights in China?

[Article] China is Committing to Strengthening IP Protections. But Should Foreign Companies Take it in Good Faith?

[On-Demand Webinar] How to Protect your Intellectual Property in China: A Comprehensive Guide