景德镇陶瓷商家刘某开设淘宝陶瓷店铺，直接使用他人注册 “器场” 文字商标作为店铺全称，商品标题大量植入该商标关键词引流，实际售卖自有陶瓷产品，商品本体未印制涉案商标。
二审法院审理认为，网络店铺名称、商品标题突出使用注册商标，属于商标性使用，会让消费者混淆商品来源，即便实物无商标，同样构成商标侵权。法院维持原判，判令刘某停止使用该商标作为店铺名，赔偿商标权利人 20 万元。
国内电商从业者提醒，店铺店名、直播间名称、商品标题是商标侵权高发区，不可直接使用他人已注册文字商标作为店铺标识。
Liu, a ceramics merchant from Jingdezhen, opened a ceramics shop on Taobao. He directly used another person's registered trademark "器场" (Qichang) as the full name of his shop, and heavily incorporated keywords related to the trademark into his product titles to attract traffic. He actually sold his own ceramic products, but the products themselves did not bear the trademark.
The appellate court held that prominently using a registered trademark in the online shop name and product titles constituted trademark use and could confuse consumers about the source of the goods. Even if the physical products did not bear the trademark, it still constituted trademark infringement. The court upheld the original judgment, ordering Liu to cease using the trademark as his shop name and to compensate the trademark holder 200,000 yuan.
Domestic e-commerce practitioners remind consumers that shop names, livestream names, and product titles are high-risk areas for trademark infringement, and it is unacceptable to directly use another person's registered trademark as a shop identifier.