L’avventura di un imprenditore in Cina
Questa storia parte male: ci sono un italiano ( che chiameremo Rossi) che esporta e fa realizzare i propri articoli in Cina ed un cinese (che chiameremo Lee) che ne copia i marchi ed i prodotti.
Il signor Rossi non ha registrato in Cina il proprio marchio né vi ha protetto in alcun modo i propri prodotti, seppure questo paese sia per la Rossi & C. (ovviamente la società del signor Rossi) uno dei mercati più importanti e proprio per questo motivo vi abbia effettuato degli investimenti importanti.
Ma il signor Lee si spinge oltre: non si limita a copiare il marchio della Rossi & C., lo deposita addirittura a suo nome.
In questo modo, il signor Lee ottiene di poter impedire alla Rossi & C. di utilizzare il proprio marchio in Cina, pena il rischio di subire una causa civile per contraffazione, con inibitoria e risarcimento del danno o un’azione amministrativa con i relativi sequestri.
Sulla base del cosiddetto principio del “First to file”, infatti, in Cina colui che per primo richiede la registrazione di un particolare marchio gode dei diritti esclusivi d’uso sullo stesso.
Il signor Rossi non potendo più commercializzare col proprio marchio in Cina subisce così una perdita secca di avviamento nonché danni sostanziali e d’immagine.
A questo punto, forte dei suoi “diritti” il signor Lee inizia a produrre gli articoli della Rossi & C. ed ad apporvi il “proprio” marchio.
Il signor Lee trova anche diversi distributori molto interessati alla sua nuova produzione, grazie ai quali riesce a coprire buona parte della Cina ed a esportare anche nel resto dell’Asia (ove il signor Rossi non ha provveduto a proteggersi mentre, ovviamente, il signor Lee sì).
A questo punto la Rossi & C. si vede tagliar fuori anche da buona parte del mercato asiatico.
Che fare? L’unica è provare a passare al contrattacco, seppur con non molte chances di riuscita.
Il signor Rossi decide di partire dalla Cina richiedendo la cancellazione della registrazione del marchio del signor Lee.
La cancellazione di un marchio cinese, tuttavia, non è così semplice da ottenere potendo essere richiesta solo in alcuni casi specifici, vale a dire se il marchio non è stato usato per tre anni; se la registrazione è stata fatta in modo fraudolento (e cioè, come in questo caso, qualora chi abbia chiesto la registrazione del marchio abbia agito ben sapendo che il marchio in realtà appartiene ad un altro), decettivo o improprio (e cioè se non sono stati rispettati gli standard qualitativi che il marchio del reale titolare evoca).
Posto che il signor Lee chiaramente utilizza il marchio in questione, l’ipotesi di far leva sul non uso è senz’altro da scartare.
Al signor Rossi non resta allora che cercare di dimostrare o che la propria controparte abbia registrato il marchio conoscendone l’altruità e/o che la qualità dei prodotti del signor Lee sia nettamente inferiore a quella dei suoi prodotti.
Riuscire a dimostrare che il signor Lee abbia depositato il marchio in malafede non è, tuttavia, semplice. Quest’opzione, infatti, viene normalmente utilizzata (e con successo) nel caso in cui il marchio sia stato depositato da un proprio agente o da un distributore. Tutti soggetti questi con cui è agevole dimostrare contatti o rapporti commerciali e, di conseguenza, che fossero perfettamente consapevoli di richiedere la registrazione di un marchio di titolarità di un altro.
Nel caso del signor Rossi, egli non ha mai intrattenuto rapporti commerciali col signor Lee, ed anzi proprio neanche lo conosce.
Per quanto concerne poi la qualità dei prodotti del signor Lee questi non sono così scadenti e, soprattutto, il signor Rossi commercializzava in Cina da troppo poco tempo perché il suo marchio potesse essere diventato sinonimo di una certa qualità.
A questo punto che fare?
Il signor Rossi decide di depositare la domanda di cancellazione del marchio del signor Lee cercando di dimostrarne la malafede.
Per fare ciò decide di servirsi di un’agenzia d’investigazione specializzata in materia di contraffazione (agenzie, queste, molto diffuse in Cina ed anche molto efficienti).
Attraverso tale agenzia, il signor Rossi apprende che il signor Lee è un veterano della contraffazione.
Il marchio del signor Rossi non è che uno di quelli utilizzati dal signor Lee per contraddistinguere la “propria produzione”.
Ma non solo, altre due società hanno, a loro volta, deciso di chiedere la cancellazione dei marchi registrati in modo fraudolento dal signor Lee ed un’ altra ancora, grazie al fatto di avere un brevetto valido anche in Cina, ha appena ottenuto un sequestro amministrativo dei macchinari e degli stampi del signor Lee, mettendone così in crisi la produzione.
Il signor Rossi, approfittando di questo momento di difficoltà del signor Lee riesce ad intavolare con quest’ultimo delle trattative, ottenendo che il signor Lee gli ceda il marchio in contestazione e quelli depositati negli altri paesi asiatici, dietro però un corrispettivo non proprio trascurabile.
Al signor Rossi fortunatamente, per questa volta, è andata bene seppur le spese per riavere il suo marchio siano state ingenti (non bisogna, infatti, dimenticare che a parte il prezzo pagato al signor Lee, il signor Rossi ha dovuto sostenere anche i costi della procedura di cancellazione, del patent attorney, dell’agenzia specializzata, di un avvocato per redigere il contratto di cessione nonché le spese amministrative conseguenti) ed abbia messo a rischio i propri investimenti.
Ma se il signor Lee non si fosse trovato in un momento di difficoltà?
Questa è una storia che inizia male ma si conclude bene.
A fronte di una storia come questa ve ne sono altre che non si concludono in modo altrettanto fortunato.
La Cina infatti viene ancora dagli imprenditori, da una parte, sottovalutata e, dall’altra, ingiustamente vista come un “far west”.
In realtà la Cina rischia di diventare un “far west “se non si conoscono le “regole del gioco” e se non si “gioca d’anticipo”.
In Cina occorre andare preparati. Registrare i propri marchi (anche nella versione cinese) e depositare i propri brevetti in Cina ancora prima di aver cominciato la commercializzazione dei propri prodotti, scegliere e controllare attentamente i propri partner commerciali, stipulare contratti accurati, adottare delle strategie di difesa efficaci, reagendo subito agli illeciti, sono i principali mezzi di difesa dalla contraffazione.
Ancora troppo spesso, tuttavia, i marchi ed i brevetti non vengono presi in considerazione, ma anzi vengono ritenuti, a torto, troppo esosi se non addirittura superflui.
Il paradosso (rispecchiato in pieno dal caso sopra esaminato) è che, a fronte di investimenti molto cospicui, si preferisca non tutelarsi per paura di dover spendere per il deposito ed il mantenimento di un marchio e/o di un brevetto.
Ed ecco che allora ci si affanna, dopo che “i buoi sono scappati a chiudere il cancello”, cercando, una volta che si ritrovano sul mercato prodotti simili, se non smaccatamente uguali ai propri, il modo per impedirne la diffusione.
Con questa impostazione, si rischia poi, nel migliore dei casi di finire vittima di un fenomeno molto diffuso in Cina, il cosiddetto “hijacking” e cioè la registrazione di un marchio o di un altro diritto di proprietà intellettuale da parte di un usurpatore (spesso gli stessi soggetti con cui si sono stretti legami commerciali) senza il fine di usarlo effettivamente, ma con lo scopo di ricattare l’avente diritto ponendolo di fronte ad un bivio: o paghi o non potrai utilizzare il marchio ed anzi potresti trovarti a dover subire pesanti azioni giudiziarie.
Non di rado chi non si sia preventivamente tutelato può dunque trovarsi nella spiacevole situazione di subire oltre al danno derivante dall’utilizzo da parte di un terzo del proprio marchio, anche la beffa di non poter commercializzare sul territorio cinese i propri prodotti, dal momento che ciò comporterebbe una violazione dei diritti del terzo stesso.
Un modo per ovviare a tutto questo, tuttavia, c’è. Il sistema cinese di tutela della proprietà intellettuale, del pari di quello italiano, è complesso ma efficiente.
Bisogna, infatti, ricordare che la Cina ha, esattamente come la maggior parte delle potenze mondiali, aderito al WTO (World Trade Organization).
Tale adesione ha avuto delle conseguenze molto importanti per la Cina, dal momento che questa è stata costretta, per conformarsi alle regole del commercio mondiali, addirittura a varare un’integrale riforma del proprio corpo normativo.
Gli strumenti dunque esistono e possono validamente essere azionati. Il presupposto è tuttavia che vi sia un diritto da far valere e cioè che si sia depositata, anche in Cina, una domanda di concessione del proprio marchio o brevetto, in difetto c’è il rischio di trovarsi in situazioni spiacevoli come quella vissuta dal signor Rossi.
Avv. Alessandra Fiumara
17 Febbraio 2020- Tutti i diritti riservati
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