China operates under a strict first-to-file trademark system. This means you only obtain exclusive rights by registering your trademark: unregistered marks have little to no protection. Whoever files first—regardless of prior use—tends to own the rights. For that reason, registering early is critical to prevent trademark hijacking, a common issue affecting foreign brands.
A registered trademark in China allows you to:
- Block copycats and counterfeiters
- Protect your brand name, logo, and overall product identity
- Strengthen your presence on major platforms such as Alibaba, Tmall, JD.com and Douyin
- Access customs enforcement to stop infringing imports and exports
- Increase your company’s long-term commercial value
All applications are filed before the China National Intellectual Property Administration (CNIPA). China is also a member of the Madrid Protocol, so you may obtain protection through international trademark registration via the Madrid System; you can learn more about this route in our trademark services through the Madrid System.
It’s also important to note that a Chinese trademark registration does not extend to Hong Kong, Macau or Taiwan. If you need protection in those territories, you should consider separate filings for trademark registration in Hong Kong, trademark registration in Macau and trademark registration in Taiwan.
Because trademark squatting is widespread in China, we strongly recommend filing your China trade mark registration as early as possible, even if you are only considering entering the Chinese market or manufacturing there. In many cases, it is also advisable to register a Chinese-character version of your brand to improve recognition and reduce the risk of third parties adopting a similar Chinese name.