Tencent’s Weixin Brand Protection Report Details 2025 Results

Tencent released its 2025 Weixin Brand Protection Report, covering a decade of IP protection work on Weixin. The report provides 2025 results from the Brand Protection Platform and describes how detection, user reports, and brand collaboration supported enforcement actions.

In 2025, the platform reported that livestream rooms were proactively shut down at a rate described as “5.7× more.” It also cited “Enforcement value recovered” of “$430 million+,” alongside enforcement outcomes including “Suspicious product listings blocked,” “Suspicious store applications removed,” “Infringing listings taken down,” and “Infringing stores penalized.” The report also said Weixin embedded enforcement within its platform to detect and stop infringement, including in short-form video and livestream commerce.

Technically and operationally, the report said the Brand Protection Platform connected online detection with offline enforcement, translating digital intelligence into “real-world action against counterfeiters.” It described the use of AI along with real-time user reports and advanced analytics, plus close partnership with brands and regulators. It also referenced user participation in notice and report submission, and described “Mini-WA,” an AI-powered assistant introduced in December 2025 to provide real-time support and actionable insights for brands’ IP governance.

For collaboration scope, Tencent said the Brand Protection Platform hosted “700+” brands across “30+ industries” and “20+ countries and regions,” with “62 new members” joining in the past year, including 14 publishers added since October 2025. It reported that the Weixin IP Protection Alliance launched in 2025 to co-develop tools, share intelligence, and deepen brand partnerships. “Weixin has built a truly collaborative IP‑protection ecosystem that unites authorities, brands, and users to deliver the next generation of enforcement,” said Danny Marti, Head of Global Public Policy at Tencent. “At PUMA, protecting intellectual property is an important component of maintaining brand integrity and supporting sustainable growth,” said Wei Zhang, Senior Counsel, Brand Protection at PUMA. The report also stated that it helped authorities pursue “37 cases” involving more than “300 suspects” and totaling over “$430 million in value.”