Michelle Xu is a consultant, based in Guangzhou.

With over a decade’s experience intellectual property management, specializing in trademark dispute resolution and IP enforcement actions, Michelle a highly skilled handlers of cross-border trademark negotiations, managing IP portfolios, and coordinating the execution of enforcement projects.

Michelle’s clients include internationally renowned brands across the home care, technology, consumer goods, fashion, and manufacturing sectors. She is particularly experienced in tailoring IP protection strategies for European and American enterprises multiple international brands in China. Key to her approach is aligning client’s business culture and with successfully coordinated complex enforcement projects.

Michelle is especially adept at coordinating complex IP enforcement projects, integrating resources from internal teams, external partners, and government authorities. By efficiently managing project progress and driving dispute resolution, she ensures that clients’ enforcement goals are achieved, and their brand value is effectively safeguarded.

As a core team member, she has handled cases involving:

• Represented a large multinational daily use chemical products group in successfully dismantling a criminal syndicate engaged in the manufacture and sale of counterfeit feminine care products at a large scale. Her representation prevented the continued sale of counterfeit products through major national supermarket chains and online platforms. Over 217,000 bottles of counterfeit products were seized on-site by the police, with the criminal proceeds amounting to RMB 28 million.
• Represented a globally renowned fashion brand in successfully taking down a deeply concealed and persistent infringing syndicate. Law enforcement seized over 42,000 counterfeit apparel items on-site and uncovered extensive sales records along with the upstream and downstream infringing networks. The case attracted wide attention on overseas online platforms and served as a powerful deterrent against counterfeiters.

• Bachelor’s degree in law, Guangdong University of Finance & Economics, China
• Master’s Degree in Translation and Interpreting, Guangdong University of Foreign Studies, China
• CATTI Level 1 translator and Level 2 interpreter.

• Scuba diving, playing the ukulele, painting, and traveling

• Brand Protection/Anti-Counterfeiting, Anti-Piracy and Enforcement
• Trade Marks & Brands