In cross-border e-commerce activities, most intellectual property rights are presented in the form of data information, namely text, sound, image, graphics, computer programs, etc., involving various types of intellectual property rights such as copyright, patent, and trademark rights. These types of intellectual property rights can not only convey the unique information contained in a certain product, but also highlight the quality and added value of the product. In cross-border e-commerce activities, most buyers cannot personally check the true situation of the product, and can only identify the reputation of overseas exporters and the quality of the product through the copyright, patent, and trademark rights on the surface of the product. The driving force of scientific and technological innovation comes from the effective protection of intellectual property rights. An effective way to protect intellectual property rights is to disseminate and apply existing intellectual property information through the disclosure system of technical information, and to protect the legitimate rights and interests of intellectual property rights holders through laws, thereby promoting the continuous introduction of new technologies and new products.
Intellectual property rights such as patents, trademarks, trade secrets, and copyrights are increasingly becoming key resources for modern enterprises, and the competition among modern enterprises is increasingly manifested as competition for intellectual property assets such as patents and trademarks. In order to develop intellectual property assets, enterprises need to invest a lot of funds, equipment, and talents to achieve the desired scale and generate higher returns. Intellectual property assets are the product of wisdom. If a commodity or service incorporates intellectual property assets, the commodity or service will therefore gain extremely high added value. Take a commodity with a brand logo and patented technology as an example. The cost of the commodity not only includes the cost of design, raw materials, production and processing to output, but also includes the cost of using intellectual property assets such as trademarks and patents. This is also the added value of the commodity. The higher the value of the intellectual property assets condensed in a commodity, the higher its price and the more popular it will be.
E-commerce uses electronic information as the main communication medium. Customers identify products in online stores through trademarks and online platform providers, and decide whether to place an order. Therefore, domestic sellers and online platform providers will conduct overseas marketing through intellectual property. In addition, intellectual property products are often the direct transaction objects of cross-border e-commerce, which is convenient and fast, and further promotes transactions such as digital music, video, film, literature, and software systems. Therefore, there is no e-commerce without intellectual property.