多地出現(xiàn)“順豐速孕”，法院判了！

據(jù)南方日?qǐng)?bào)消息，近日，廣州知識(shí)產(chǎn)權(quán)法院對(duì)深圳順豐泰森控股（集團(tuán)）有限公司（下稱“順豐公司”）訴店小二公司侵害商標(biāo)權(quán)糾紛案作出一審判決，認(rèn)定“順豐速運(yùn)”構(gòu)成馳名商標(biāo)，被告銷售的“順豐速孕”車貼因弱化該馳名商標(biāo)顯著特征、貶損品牌聲譽(yù)，構(gòu)成商標(biāo)侵權(quán)。

A Guangzhou court has ruled that parody car stickers branded "SF Express Pregnancy" infringe on the trademark rights of logistics giant SF Express, ordering the seller to pay damages and issue a public apology.

parody /?p?r?di/ 戲仿作品；惡搞

“順豐速孕”碰瓷“順豐速運(yùn)”

辯稱是幽默表達(dá)

順豐公司發(fā)現(xiàn)店小二公司在某購(gòu)物平臺(tái)開設(shè)的店鋪中，銷售“順豐速孕”車貼商品，消費(fèi)者可自行通過(guò)電商平臺(tái)購(gòu)買。該車貼設(shè)計(jì)高度復(fù)刻“順豐速運(yùn)”商標(biāo)——保留“SF”字母、“EXPRESS”英文標(biāo)識(shí)，僅將核心漢字“運(yùn)”替換為“孕”，整體結(jié)構(gòu)與順豐公司涉案注冊(cè)商標(biāo)高度近似。

The dispute arose after SF Express discovered that Dian Xiao Er company was selling the decals on an e-commerce platform. The stickers closely replicated the company's logo, retaining the "SF" initials and the word "EXPRESS", while replacing the Chinese character for "delivery" with one meaning "pregnancy".

decal /?di?k?l/ 貼紙

為維護(hù)自身名譽(yù)與合法權(quán)益，順豐公司遂將店小二公司訴至法院。被告店小二公司辯稱，“速孕”字樣是網(wǎng)絡(luò)流行語(yǔ)的幽默表達(dá)，消費(fèi)者出于審美或趣味購(gòu)買，不應(yīng)定性為侵權(quán)。

Dian Xiao Er argued that the wording was intended as a humorous internet meme and that consumers purchased the stickers for amusement rather than brand association.

法院：“順豐速孕”，既侵權(quán)又失德

法院經(jīng)審理查明，“順豐速運(yùn)”商標(biāo)早在2010年就被認(rèn)定為馳名商標(biāo)，為相關(guān)公眾所熟知，符合馳名商標(biāo)的相關(guān)法定條件。

另一方面，該車貼以諧音玩梗方式將“懷孕”與物流品牌嫁接，漠視女性生育體驗(yàn)，在公共空間制造低俗氛圍，違背公序良俗，貶損了“順豐速運(yùn)”長(zhǎng)期積累的專業(yè)、高效、正規(guī)的市場(chǎng)聲譽(yù)，符合《中華人民共和國(guó)商標(biāo)法》關(guān)于商標(biāo)侵權(quán)的相關(guān)認(rèn)定標(biāo)準(zhǔn)。

The court found that the trademark is widely recognized by the public, being identified as a well-known trademark as early as 2010. It ruled that the homophonic pun linking pregnancy with a commercial brand trivializes women's reproductive experiences, which creates an inappropriate public atmosphere and damages the company's long-established professional image. This, in turn, violates public morals and trademark law.

trivialize /?tr?vi?la?z/ 輕視；貶低

最終，廣州知識(shí)產(chǎn)權(quán)法院判令被告賠償順豐公司經(jīng)濟(jì)損失及其他費(fèi)用共計(jì)20萬(wàn)元，并在媒體刊登聲明消除不良影響。目前該判決已生效。

The court ordered the defendant to pay 200,000 yuan in damages and publish a public statement. The ruling has taken effect.

相關(guān)貼紙已檢索不到

此前，多地網(wǎng)友曾發(fā)帖吐槽，在街上遇到一些面包車或電動(dòng)車車身、尾箱貼有“順豐速孕”貼紙。

據(jù)紅星新聞2025年報(bào)道，在電商平臺(tái)上，曾有多位賣家出售“順豐速孕”貼紙，售價(jià)5至20元不等。賣得好的商家近期銷量數(shù)百單，他們都稱“不是順豐官方出品”。

The case attracted online attention after netizens reported seeing the stickers on vans and electric scooters in several cities. Earlier media reports said multiple online vendors sold the decals for between 5 and 20 yuan, often stating that the products were not officially authorized.

有網(wǎng)友表示，貼紙用諧音梗惡搞“懷孕”是一種低俗趣味，會(huì)讓人感到不適，“支持順豐維權(quán)”。

順豐速運(yùn)相關(guān)人士表示，對(duì)于車貼文化，提倡和鼓勵(lì)積極向上的正能量導(dǎo)向，避免低俗趣味。對(duì)于網(wǎng)絡(luò)非授權(quán)銷售品牌標(biāo)識(shí)相關(guān)物料的會(huì)依法依規(guī)維權(quán)。

截至目前，在多個(gè)電商平臺(tái)上，“順豐速孕”的貼紙已檢索不到。

Following the ruling, searches for the stickers on major e-commerce platforms no longer return results.

來(lái)源：中國(guó)青年報(bào) 南方日?qǐng)?bào) 紅星新聞

跟著China Daily

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