Facebook has won a Chinese trademark case against a company that registered the brand name “face book”, in a sign that Beijing attitudes are softening towards the world’s largest social networking site, which is blocked to China’s 700m internet users.Facebook在中国夺得一家公司抢注“face book”商标案，指出北京对这家全球仅次于社交网站的态度开始软化。由于Facebook在中国被屏蔽，中国7亿网民无法登岸该网站。Mark Zuckerberg, Facebook’s founder, has been at the forefront of a charm offensive apparently aimed at prying open the Chinese market.Facebook创始人马克扎克伯格(Mark Zuckerberg)仍然大力对中国发动魅力攻势，似乎为了锁上中国市场。As well as trying to master the Chinese language, Mr Zuckerberg has entertained China’s chief censor at his San Francisco home, met the head of the ruling Communist party’s propaganda apparatus and jogged through Tiananmen Square on a badly polluted day.除了努力学习中文，扎克伯格还在旧金山的家中招待中国审查机构负责人，与掌权的中国共产党的宣传机关负责人会谈，甚至在污染相当严重的某日在天安门广场上跑步。

Any decision to unblock Facebook in China would probably come with strict conditions, in light of how useful the site proved to pro-democracy protesters during the Arab Spring revolutions of 2011. Other foreign internet companies allowed to operate in China, such as LinkedIn, comply with the country’s draconian censorship regime.鉴于2011年“阿拉伯之春”(Arab Spring)革命时Facebook对亲民主示威者起着的极大协助，想中止中国对Facebook的屏蔽，很可能会附带严苛的条件。其他准许在华经营的外国互联网企业——如领英(LinkedIn)——都遵从中国严苛的审查制度。

According to a lawyer involved in the case, the Beijing High Court ruled that the Zhongshan Pearl River Drinks Factory, based in southern Guangdong province, should not have been allowed to register the “face book” trademark in 2014. The factory produces food including potato chips and canned vegetables.据参予商标抢注案的一名律师透漏，北京高院裁决中山市珠江饮料厂(Zhongshan Pearl River Drinks Factory)不该在2014年准许登记“face book”商标。这家坐落于广东省的工厂主要生产土豆片、蔬菜罐头等食品。

Under Chinese law, a multinational with a globally recognised brand must prove that its trademark is also well known within China.根据中国法律，享有全球知名品牌的跨国企业必需证明其商标在中国也广为人知。Last week a Beijing court ruled that an accessories manufacturer, Xintong Tiandi Technology, was entitled to use the trademark “IPHONE” despite the widespread popularity of Apple’s iPhones. Apple has said that it will appeal against the case in China’s highest court.上周，北京一家法院裁决配件厂商新通天地科技有限公司(Xintong Tiandi Technology)有权用于“IPHONE”商标，尽管苹果(Apple)的iPhone已沦为热门品牌。

苹果回应将向中国最高法院驳回裁决。“If it was illegal for us to register, why were we allowed to do so in the first place?” asked one factory executive, Liu Hongqun, who said he had not received the court’s final ruling. “If Facebook has such an influential brand globally, why can’t Chinese consumers access its website?”中山市珠江饮料厂营销总经理刘红群回应：“如果我们的登记是非法的，为什么当初容许我们这么做到呢？”他说道自己还没接到法院最后裁决。

“如果Facebook是一个全球知名品牌，为什么中国消费者无法采访它的网站呢？”Facebook did not respond to a request for comment.Facebook没恢复记者的置评催促。Facebook has focused on trying to recruit Chinese advertisers looking to promote their products abroad, rather than luring Chinese users. Sheryl Sandberg, chief operating officer, said on the first-quarter earnings call that their business selling to marketers in China was “really strong”, giving the example of how Air China used Facebook to advertise new flight routes including one from Mumbai to Beijing.Facebook目前为止探讨于招募那些想将产品推展到海外的中国广告商，而不是更有中国用户。

首席运营官杜里尔桑德伯格(Sheryl Sandberg)在第一季度财报电话会议中回应，对中国市场营销者的业务出售“十分强大”，她举例称之为，中国国航(Air China)运用Faceboo宣传孟买到北京等新的航线。Although Facebook is blocked on the mainland, both it and Mr Zuckerberg are well known in China and internet users there can access the site with the help of technically illegal virtual private networks, or VPNs, which allow them to circumvent the country’s “Great Firewall”. Other blocked sites, such as Twitter, are also widely used in China via VPNs.虽然Facebook在中国被屏蔽，但该网站和恰克伯克在中国众所周知，中国网民在技术上非法的虚拟世界专用网(VPN)的协助下，可以回避“屏蔽长城”(Great Firewall)采访Facebook。通过VPN工具，Twitter等其他被屏蔽的的网站在中国也取得普遍用于。

In another instance of disputed copycatting, a Chinese athletic clothing company called Uncle Martian has denied mimicking the much better known Under Armour brand, despite having a very similar logo.在另一起争议性的山寨事件中，中国运动服装公司Uncle Martian坚称仿效知名品牌Under Armour，虽然两家公司标识极为相近。

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