Some measures have been introduced on the Taobao platform to target the sales of Taobao merchants, and consumers can use some of Taobao's complaint platforms to safeguard their own rights and interests. However, the matter of preemptive trademark registration must be resolved through the Trademark Office. Many times, the original trademark owner only realizes that his trademark has been successfully registered by someone else. Even so, he can still file a dispute with the Trademark Office.