Building a brand is hard work. Protecting it shouldn’t be.

We know how much time, creativity, and investment go into building a brand. As a leading internet and technology company with a large global trademark portfolio, Tencent helps businesses of all sizes protect their intellectual property and brand value.

A trusted platform for reaching your audience

Weixin—our all-in-one social communication and lifestyle app—is trusted by more than one billion users. It’s a powerful way for brands to connect with customers in China through features like:

• • Channels for sharing videos and livestreams;
  • Mini Programs for services and shopping; and
  • Official Accounts for brand content and engagement.

Whether you’re a global corporation or a family-run business, Weixin helps you grow your brand while keeping your IP protected.

Introducing the Brand Protection Platform

The Weixin Brand Protection Platform (BPP) is a one-stop and collaborative portal designed to minimize counterfeiting and IP misuse across the entire Weixin ecosystem. It includes the following features:

• • Provides brands with access to crowdsourced user-generated reports;
  • Offers streamlined, mobile and user-friendly tools to report cases of IP infringement;
  • Enables proactive monitoring and takedowns of infringing public feature content; and
  • Supports offline IP enforcement.

More than 640 brands across 30+ industries—including fashion, cosmetics, jewelry, and household goods—have joined the platform since its launch in 2015.

Results that matter: the BPP in action

Stronger protection, enhanced enforcement

Weixin allows users to flag cases of IP infringement directly inside a one-to-one or group chat, making it easier to uncover counterfeiting activity. It has resulted in:

• • More than 98 percent of the nearly 180,000 “takedown notices” and reports came directly from users.
  • More than 96% of the confirmed infringing and penalized accounts came were uncovered by user reports.
  • 66 percent of user-submitted reports reviewed by brands in 2024, double that of 2020.
  • More than 41,500 infringing personal accounts have been penalized through the coordinated efforts of user and brands on our platform.

Channels proactively combats counterfeiting through a series of actions and tools. For example, our 24/7 proactive reviews of livestreams detect violations faster than user reports and brand submissions, enabling swift and forceful enforcement, which has resulted in:

• • More than 82 percent of the penalized livestreams were proactively identified by Weixin.
  • Weixin shut down three times more livestreaming rooms than those reported by brands and users.
  • The closure of 158,000+ livestream rooms.
  • Nearly two-thirds of infringing Channels accounts permanently banned.

Easier, smarter reporting tools have been developed for Official Accounts and Mini Programs, which include:

• • One-touch mobile reporting.
  • Ability to submit multiple IP complaints at once.

Going beyond digital: real-world enforcement and education

The fight against IP violations can’t be fought alone. That’s why we collaborate with brands and authorities to strengthen offline IP enforcement. Between 2022 and 2024, enforcement cases rose by 45 percent, with total case value reaching US$300 million in 2024.

We also run awareness campaigns with brands to educate users on how to spot counterfeits and shop through safe, verified channels.

Championing IP rights together

Tencent is globally recognized for our leadership in IP protection and innovation. Weixin and its international service, WeChat, were named the world’s strongest brand by Brand Finance and ranked number two on a list of global innovators by Clarivate.

Together with creators, businesses, users, and partners, we’re building a safer, more trusted digital ecosystem so your brand and ideas can thrive.

To view the full Tencent Weixin Brand Protection Report 2024, please visit: https://static.www.tencent.com/attachments/reports/Tencent-BPP-Report-2024.pdf