据南方日报消息，近日，广州知识产权法院对深圳顺丰泰森控股（集团）有限公司（下称“顺丰公司”）诉店小二公司侵害商标权纠纷案作出一审判决，认定“顺丰速运”构成驰名商标，被告销售的“顺丰速孕”车贴因弱化该驰名商标显著特征、贬损品牌声誉，构成商标侵权。
A Guangzhou court has ruled that parody car stickers branded "SF Express Pregnancy" infringe on the trademark rights of logistics giant SF Express, ordering the seller to pay damages and issue a public apology.
parody /ˈpærədi/ 戏仿作品；恶搞
辩称是幽默表达
顺丰公司发现店小二公司在某购物平台开设的店铺中，销售“顺丰速孕”车贴商品，消费者可自行通过电商平台购买。该车贴设计高度复刻“顺丰速运”商标——保留“SF”字母、“EXPRESS”英文标识，仅将核心汉字“运”替换为“孕”，整体结构与顺丰公司涉案注册商标高度近似。
The dispute arose after SF Express discovered that Dian Xiao Er company was selling the decals on an e-commerce platform. The stickers closely replicated the company's logo, retaining the "SF" initials and the word "EXPRESS", while replacing the Chinese character for "delivery" with one meaning "pregnancy".
decal /ˈdiːkæl/ 贴纸
为维护自身名誉与合法权益，顺丰公司遂将店小二公司诉至法院。被告店小二公司辩称，“速孕”字样是网络流行语的幽默表达，消费者出于审美或趣味购买，不应定性为侵权。
Dian Xiao Er argued that the wording was intended as a humorous internet meme and that consumers purchased the stickers for amusement rather than brand association.
法院：“顺丰速孕”，既侵权又失德
法院经审理查明，“顺丰速运”商标早在2010年就被认定为驰名商标，为相关公众所熟知，符合驰名商标的相关法定条件。
另一方面，该车贴以谐音玩梗方式将“怀孕”与物流品牌嫁接，漠视女性生育体验，在公共空间制造低俗氛围，违背公序良俗，贬损了“顺丰速运”长期积累的专业、高效、正规的市场声誉，符合《中华人民共和国商标法》关于商标侵权的相关认定标准。
The court found that the trademark is widely recognized by the public, being identified as a well-known trademark as early as 2010. It ruled that the homophonic pun linking pregnancy with a commercial brand trivializes women's reproductive experiences, which creates an inappropriate public atmosphere and damages the company's long-established professional image. This, in turn, violates public morals and trademark law.
trivialize /ˈtrɪviəlaɪz/ 轻视；贬低
最终，广州知识产权法院判令被告赔偿顺丰公司经济损失及其他费用共计20万元，并在媒体刊登声明消除不良影响。目前该判决已生效。
The court ordered the defendant to pay 200,000 yuan in damages and publish a public statement. The ruling has taken effect.
相关贴纸已检索不到
此前，多地网友曾发帖吐槽，在街上遇到一些面包车或电动车车身、尾箱贴有“顺丰速孕”贴纸。
据红星新闻2025年报道，在电商平台上，曾有多位卖家出售“顺丰速孕”贴纸，售价5至20元不等。卖得好的商家近期销量数百单，他们都称“不是顺丰官方出品”。
The case attracted online attention after netizens reported seeing the stickers on vans and electric scooters in several cities. Earlier media reports said multiple online vendors sold the decals for between 5 and 20 yuan, often stating that the products were not officially authorized.
有网友表示，贴纸用谐音梗恶搞“怀孕”是一种低俗趣味，会让人感到不适，“支持顺丰维权”。
顺丰速运相关人士表示，对于车贴文化，提倡和鼓励积极向上的正能量导向，避免低俗趣味。对于网络非授权销售品牌标识相关物料的会依法依规维权。
截至目前，在多个电商平台上，“顺丰速孕”的贴纸已检索不到。
Following the ruling, searches for the stickers on major e-commerce platforms no longer return results.
来源：中国青年报 南方日报 红星新闻
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