ENG

  • Michael SHU

    Equity Partner / Shanghai

  • Tel +86-21-6061-3666

    Email michaelshu@zhonglun.com

  • Practices

    IP Licensing & Enforcement, Investment/M&A & Corporate Governance, Compliance & Investigation

  • Industries

    Media, Sports & Entertainment

CV

Michael SHU

Michael is a business-oriented attorney with extensive experience counseling top brands on intellectual property (IP), corporate legal affairs, and regulatory compliance. His practice covers a broad range of industries, including consumer products, high-tech, software, internet, luxury goods, trading, and automotives.

Drawing on over 20 years of legal practice, Michael has managed numerous IP transactions—such as trademark, patent, and know-how transfers and licensing—and advised on complex corporate projects involving critical IP assets. He also designs and executes comprehensive IP protection strategies for renowned brands, successfully handling infringement investigations, settlement negotiations, administrative actions, civil litigation, and criminal prosecutions.

His 12 years as in-house counsel for foreign-invested companies give him a grounded sense of how legal strategy plays out in real business operations. Today, he serves as outside counsel to several respected global and domestic brands.

Furthermore, his seven-year tenure with the Chinese government provides him with invaluable insight into government relations (GR). Leveraging this background, Michael expertly guides business clients through complex regulatory landscapes, frequently representing foreign brands in navigating compliance issues, government inspections, and consumer complaints.

Representative Matters

Intellectual Property Litigations

  • Represented Reckitt Benckiser Group and prevailed in a trademark infringement lawsuit where the Shanghai Intellectual Property Court and Shanghai Higher People's Court recognized "滴露" and "Dettol" as well-known trademarks

  • Represented L'Occitane Group and prevailed in a trademark infringement and unfair competition lawsuit against a Chinese cosmetics chain store, securing RMB 3 million in damages

  • Represented L'Occitane in a trademark infringement and unfair competition lawsuit against a Chinese e-commerce shop operator, securing RMB 9 million in damages

  • Represented na's largest radio advertising company as the defendant in Beijing and Shanghai, prevailing in a series of copyright infringement lawsuits

  • Represented a renowned European automaker as the defendant in copyright infringement lawsuits in Beijing and Shanghai

  • Represented South Korean game company Webzen and prevailed in a dispute with its Chinese partner

  • Represented Emporio Armani in anti-counterfeiting litigation, securing RMB 4 million in compensation

  • Represented L'Occitane in trademark administrative lawsuits, successfully invalidating a squatter's bad-faith trademark registrations

  • Represented a prominent wine importer and distributor as the defendant, successfully defending against a trademark infringement dispute

  • Represented Fila in an unfair competition and trademark infringement lawsuit against Chinese copycats, securing RMB 3 million in damages

  • Represented a domestic high-tech company and prevailed in a non-competition and confidentiality dispute against an ex-employee

  • Represented a well-known European chemical enterprise and prevailed in a domain name dispute

  • Represented a domestic high-tech company in a patent infringement lawsuit

  • Represented Crocs and prevailed in a trademark infringement and unfair competition lawsuit against a Chinese e-commerce operator


Intellectual Property Transactions

  • Represented Telink Semiconductor as the licensor in a technology licensing agreement with Intel

  • Advised Telink Semiconductor on negotiating and concluding a collaboration contract with another IC designer, covering the entire process of semiconductor chip design, manufacturing, and supply chain management

  • Provided legal services to Chipsemi Semiconductor (Ningbo) Co., Ltd. regarding technology transactions

  • Advised Tinychip on software development, outsourcing, purchasing, and licensing transactions, including comprehensive contract review

  • Advised a startup e-sports company on an exclusive cooperation transaction in the derivatives market involving well-known online games and e-sports events

  • Advised Webzen Inc. on several intellectual property licensing deals with Chinese partners related to online games

  • Represented a Chinese game company in an exclusive licensing transaction

  • Represented Chilwee Group (00951.HK) in its transaction with General Electric (NYSE: GE), including exclusive technology and patent licensing, joint venture establishment, and antitrust scrutiny

  • Represented a Hong Kong public company in an intellectual property licensing and joint venture project with Maggie & Rose, a renowned British family club

  • Represented Merro Pharm in a licensing transaction with AstraZeneca regarding Rosuvastatin

  • Advised a private equity firm on its acquisition of a US fast-food chain's Chinese business, providing full-process legal services regarding the franchise aspects of the transaction

  • Advised a private equity firm on a master franchise arrangement with a Japan-based restaurant business, enabling the client to become the first franchisee to develop the brand in China

  • Advised a domestic high-tech company on technology transactions with Japanese partners

  • Provided IP advice for the joint venture project between Yuntianhua Group (600096.SH) and Israel Chemicals Limited

  • Advised a domestic enterprise on its licensing transaction with the World Taekwondo Federation for the "World Cup Taekwondo Team Championship"

  • Advised a British exhibition company on a licensing transaction with its Chinese partner regarding exhibitions and derivative businesses

  • Advised a Chinese game company on an online game license agreement


Intellectual Property Consulting

  • Advised Swarovski on e-commerce platform IP protection in China

  • Provided IP consulting services to a renowned hotel group

  • Advised Glanbia Nourishment (Ireland) on e-commerce platform IP protection in China

  • Provided IP protection legal services to High-flyer Quant

  • Advised a start-up e-sports company on its intellectual property strategic layout

  • Advised the Swiss brand Eversys on trademark strategic layout and protection


Mergers and Acquisitions

  • Advised several offshore PE funds on their equity acquisition of a top Chinese radio advertising company, as well as the subsequent establishment of a Sino-foreign equity joint venture

  • Advised a Chinese high-tech company on the acquisition of an Indian IC design company

  • Advised a Chinese high-tech company on the acquisition of a Japanese company

  • Advised a European company on an equity transfer project

  • Advised De'Longhi on its M&A project in China

  • Advised a domestic semiconductor company on equity financing projects

  • Advised a domestic semiconductor company on external investments


Corporate Affairs

  • Provided general legal services to COTY, a renowned international perfume and cosmetics brand, including establishing retail stores, reviewing lease agreements, negotiating with landlords, and advising on retail operations

  • Provided general legal services to L'Occitane regarding its business operations in China

  • Provided general legal services to De'Longhi and Braun regarding their business operations in China

  • Provided general legal services to a prominent foreign wine enterprise

  • Provided regular legal services to Amer Sports (ARC'TERYX and Salomon)

  • Provided general legal services for Maggie & Rose's China operations

  • Provided general legal services to Telink Semiconductor

  • Provided general legal services to a domestic high-tech coating company

  • Advised several well-known enterprises on endorsement agreements with Chinese celebrities

  • Provided general legal services to a famous French brand regarding its business operations in China

  • Provided general legal services to Theragun regarding its business operations in China


Compliance

  • Represented a well-known multinational food enterprise in handling consumer litigation

  • Provided compliance consultations to a well-known multinational food enterprise

  • Advised a famous multinational food enterprise on a product recall

  • Advised a well-known optical enterprise on PRC Advertising Law and assisted in government investigations

  • Represented a Taiwan public company in a corruption investigation involving its employees in mainland China

  • Reviewed advertising materials for a famous English training institute

  • Provided PRC Advertising Law compliance consultations to a famous jewelry brand

  • Provided PRC Advertising Law compliance consultations to a famous UK daily chemical enterprise, assisting with malicious complaints by hostile purchasers and responding to government investigations

  • Represented a well-known international luxury brand successfully in several lawsuits initiated by hostile purchasers across Shanghai, Zhejiang, and Hebei

  • Represented a multinational company in applying for administrative review with a provincial MSA in Northeast China, successfully revoking an administrative penalty and avoiding significant economic loss

  • Represented a multinational company in applying for administrative review with a provincial MSA in Central China, successfully revoking an administrative penalty and avoiding significant economic loss

  • Reviewed advertising and promotional materials for a leading global eyewear company and responded to government investigations

  • Provided compliance services to a well-known luxury alcohol company and responded to government investigations

  • Provided compliance services to a Japanese security company and responded to government investigations

  • Provided privacy protection compliance opinions to a well-known multinational cosmetic enterprise

  • Advised a European enterprise on its internal compliance investigation

  • Bar Admissions/Professional Qualifications

    PRC Bar, 1996

  • Education

    LL.B., Wuhan University

  • Professional Experience

    Partner, Zhong Lun Law Firm, 2014 to present
    Senior Partner, Wanhuida Law Firm, 2012-2014
    General Counsel, Adidas Greater China, 2004-2012
    General Counsel, Gillette China Ltd., 2003-2004
    IP Counsel, Gillette China Ltd., 2000-2003

  • Languages

    Chinese
    English