Tencent released an update on Monday regarding the performance of its Weixin Brand Protection Platform, a system first rolled out in 2015 to tackle intellectual property violations and clamp down on counterfeiting within Weixin, the Chinese counterpart of WeChat. With over one billion users, Weixin is essential to Tencent’s broader strategy to enhance digital security and foster a safe, reliable environment for businesses and consumers.
The company shared new data highlighting the impact of its Weixin Brand Protection Platform since its 2015 launch. The system has become a critical tool for brands operating in China’s digital marketplace, with more than 640 companies across industries such as fashion, cosmetics and electronics now participating in the program.
According to the report, nearly 180,000 takedown notices have been issued through the platform, with an overwhelming 98 percent originating from user reports. The company revealed that more than 41,500 infringing accounts have been penalized, while over 158,000 counterfeit livestreaming rooms have been shut down – three times as many as those reported directly by brands.
“We’re proud of the progress Weixin has made this year in strengthening our tools, mobilizing our user communities and expanding partnerships to tackle counterfeiting both online and offline. These efforts help brands connect with consumers more confidently, while advancing the authentic experiences that power the global digital economy,” Danny Marti, head of Global Public Policy at Tencent, said in a report.
Weixin’s IP protection efforts have extended into the offline space through partnerships with brands and collaboration with law enforcement. In 2024, Weixin supported 29 major offline cases – a 20-percent increase in case volume and a 15-percent rise in case value, reaching US$300 million. Overall, 190 suspects were identified during the year. The Weixin Brand Protection Platform now supports over 640 brands across more than 30 industries and 20 countries, up from about 579 in 2023.
Tencent’s automated detection systems have proven particularly effective, identifying and removing 82 percent of penalized livestreams before users even report them. The company has also expanded its anti-counterfeiting efforts beyond the digital realm, collaborating with law enforcement to combat physical counterfeit operations. These offline enforcement cases surged 45 percent between 2022 and 2024, with the total value of seized goods reaching US$300 million last year alone.
The report comes as Tencent continues to receive global recognition for its IP protection efforts. Weixin’s international counterpart WeChat was recently named the world’s strongest brand by Brand Finance, while Tencent was ranked among the top global innovators by Clarivate.
- Cathy Li
