A natural person or legal person who shall bear criminal, administrative, and civil legal liability. If the infringement of the exclusive right to use a registered trademark does not constitute a crime, the industrial and commercial administration authorities may, depending on the circumstances, impose a fine of less than 50% of the illegal business volume or less than five times the profits obtained from the infringement. The industrial and commercial administration authorities may impose a fine of not more than 10,000 yuan on the person directly responsible for infringing the exclusive rights of a registered trademark according to the circumstances.