About Li

Experienced Global Brand Protection and Anti-Counterfeiting Counsel

Li Zhu is dual-qualified in the U.S. and China and brings nearly two decades of experience helping brands protect and enforce their intellectual property across borders — including a decade of on-the-ground practice in China. A trademark attorney by training, Li has built a reputation as a trusted advisor to multinational companies, with deep expertise in anti-counterfeiting, distribution control and eCommerce enforcement. Her work focuses on safeguarding brand value in complex supply chains and fast-moving digital marketplaces.

Li also is a Certified Information Privacy Professional (CIPP/US, CIPP/CN), with growing capabilities in cross-border data transfer compliance, cybersecurity risk management and AI governance - particularly as they apply to eCommerce platforms and interconnected supply chain systems.

She authors the weekly LinkedIn series China eCommerce & Brand Protection Insights, which provides timely legal and business updates for companies navigating China’s rapidly evolving digital economy and brand protection landscape.

Experience in Action

  • Leads cross-border enforcement campaigns, including civil, administrative and criminal actions in China and Hong Kong, to dismantle counterfeit networks and stop unauthorized sales.
  • Designs global anti-counterfeiting strategies, manages enforcement vendors and coordinates actions with customs, police and IP offices.
  • Conducts trademark and copyright portfolio reviews to uncover enforcement vulnerabilities and develop comprehensive protection plans.
  • Handles complex IP disputes involving bad-faith trademark filings, trade dress misappropriation, unfair competition and trade secret theft.
  • Advises on brand control in eCommerce channels addressing parallel imports, unauthorized seller activity and online infringement.
  • Leverages AI-powered brand protection tools, takedown automation and enforcement dashboards to scale digital enforcement efforts.
  • Oversees worldwide trademark portfolios and domain name strategy for companies with expansive consumer product lines.

Successes

  • Led a multi-agency criminal enforcement action in China for a global brand that resulted in imprisonment and fines for counterfeiters; the case was selected among the “Top 10 Border Protection Cases” by China Customs and recognized as a provincial “Top 10 IP Protection Case.”
  • Successfully petitioned the Supreme People’s Court of China for rare retrials in trademark opposition and invalidation cases, overturning prior decisions to protect U.S. brand rights.
  • Secured a “Well-Known Mark” recognition for several American consumer brands, unlocking broader protection and enforcement leverage under Chinese law.
  • Built and managed online enforcement programs that removed more than 10,000 infringing product listings annually across platforms like Alibaba, JD and Walmart.
  • Executed on-the-ground enforcement at trade shows, resulting in booth closures and removal of counterfeit goods.
  • Negotiated a high-stakes, cross-border trademark settlement on behalf of a U.S. sports equipment company and avoided over $500,000 in litigation costs while preserving brand control.
  • Helped an eCommerce accelerator company develop and implement a China-facing distribution control program, enabling greater platform control, pricing consistency and enforcement against unauthorized sellers.

Professional Recognitions

  • World Trademark Review 1000 (2024)

Professional & Civic Activities

  • American Bar Association, Intellectual Property Law Section, Anti-Counterfeiting and Privacy Committee, vice chair (2023-2024)
  • Foundation for Advancement of Diversity in IP Law, partner liaison (June 2022)

Bio (中文简介)

æœ±ç¤¼å¾‹å¸ˆå…ˆåŽæ¯•业于国防科学技术大学,è·å…°å›½ç«‹æ ¼ç½—宿 ¹å¤§å­¦å’Œç¾Žå›½æ–¯å¦ç¦å¤§å­¦æ³•学院,在中美两国执业近二å年。 她为世界百强ä¼ä¸šçš„æ ¸å¿ƒæ— å½¢èµ„äº§çš„ä¿æŠ¤å’Œå•†ä¸šåŒ–æä¾›æˆ˜ç•¥æ€§å’¨è¯¢ï¼Œè´Ÿè´£å•†æ ‡ã€ç‰ˆæƒã€åŸŸåã€å•†ä¸šç§˜å¯†ä¾µæƒå’Œä¸æ­£å½“竞争案件的调查ã€ç»´æƒå’Œè¯‰è®¼å·¥ä½œï¼Œä¸ºå•†æ ‡ã€ç‰ˆæƒã€åŸŸåçš„å…¨çƒæ³¨å†ŒåŠç»´æŠ¤æä¾›å’¨è¯¢å’ŒæœåŠ¡ï¼Œæ”¯æŒå®¢æˆ·å…¬å¸å„业务è¿è¥éƒ¨é—¨å¯¹å“牌进行åˆç†æœ‰æ•ˆä½¿ç”¨ï¼Œä¼˜åŒ–客户公å¸å•†æ ‡ã€ç‰ˆæƒã€åŸŸåçš„å…¨çƒæ³¨å†ŒåŠç»´æƒçš„ç®¡ç†æ¨¡å¼ä»¥å‡ä½Žæˆæœ¬ï¼Œå¹¶ç§¯æžå‚与商标ã€ç‰ˆæƒã€åŸŸåçš„è½¬è®©å’Œç»´æƒæœ‰å…³çš„谈判和åˆåŒå®¡æŸ¥ã€‚

Certifications

  • Professional Certificate in Anti-Counterfeiting and Brand Protection at Michigan State University (2023)
  • Certified Information Privacy Professional (CIPP/US), International Association of Privacy Professionals
  • Certified Information Privacy Professional (CIPP/CN), International Association of Privacy Professionals

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