Lacoste has emerged victorious in a trademark infringement lawsuit against Cartelo, a brand operated by South Pole E-commerce. The ruling by the Beijing Higher People’s Court determined that Cartelo’s use of a crocodile logo, similar to Lacoste’s iconic emblem, constituted trademark infringement. This legal victory underscores Lacoste’s efforts to protect its brand identity and reputation in the Chinese market. The court’s decision ordered South Pole E-commerce to cease the infringing activities and pay approximately 14.8 million RMB ($2.28 million) in damages to Lacoste. This case sheds light on the ongoing challenge of distinguishing between Lacoste, Cartelo, and Crocodile, three brands deeply entrenched in the Chinese fashion landscape. Despite the ruling, the blurred lines between these brands persist, reflecting broader issues of trademark protection and brand recognition in China’s competitive market environment.