We helped the global leading source of colour expertise eliminate counterfeit products inside the Chinese market.

Pantone Case study 1

The client

Pantone is an American company that provides a global colour language that enables brands and manufacturers to make colour-critical choices at every process level.

The challenge

Counterfeit products, trademark infringement and grey market resellers are top concerns for recognizable international brands growing their businesses in China.

Not only do these issues represent unrealized revenue for companies, but depending on how these counterfeit items are sold, they can easily threaten brand perception if consumers confuse fake items with authentic ones and have negative experiences.

Pantone approached WPIC to eliminate black market violators from numerous platforms, including its preferred third party e-commerce space: Tmall.

Our solutions

WPIC launched a custom and comprehensive programmatic audit of China’s leading e-commerce platforms, and collected and indexed every instance of the Pantone brand being sold online. A whitelist and blacklist were produced to protect approved vendors.

Then, WPIC leveraged its long-standing relationships with top platforms (Tmall, JD, Taobao, Baidu and others) to remove any instances of trademark infringement (as identified by the client and WPIC).

Whereas threatening legal action against counterfeiters can take months, WPIC was able to rectify those issues within days.


By removing counterfeit violators from the digital space, companies can experience dramatic increases in revenue and retain total control over the brand experience.

Through this, Pantone’s legitimate products were the only items being sold on Tmall (the most popular B2C platform in China), both immediately and 5 years later. Other platforms require ongoing trademark protection monitoring and actions.

Thanks to the resulting increase in visibility and traffic and, ultimately, ROI, brands across the world are taking advantage of WPIC’s industry leading counterfeit protection solutions.

Do you have a similar project in mind?

We don’t just work with the biggest brands. Our clients include many small to medium-sized organizations, non-profits, and start-ups.

Just tell us what you want to achieve, and we’ll let you know how we can help you. You can also check out more of our work in Asia-Pacific.

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