Secure Your Brand-Why Trademark Registration in China Matters
- GOMAXGROUP
- Jun 9
- 3 min read
Updated: Sep 14
Imagine this: You’ve built a powerful brand, found the right supplier in China, and business is booming. Then one day you discover that your supplier has registered your brand name in China—and the law now forbids you from using your own company name. It sounds far-fetched, but we see it happen to unsuspecting companies all the time.
How it happens
China is a “first-to-file” jurisdiction: whoever files first owns the mark—even if you have used it worldwide for decades. Until you register in China, your supplier, distributor or even a competitor can beat you to it. Once they own the registration they can:
Block your products on Tmall, JD.com and other marketplaces
Ruin your reputation due to counterfeits flow out while your genuine goods are stopped
Force you to buy your own brand back at a ransom price
A UK printing firm paid RMB 200,000 to recover its name. Giants are not immune: Ford, active in 125+ countries, lost the Chinese rights to “Mustang” and had to re-badge its iconic car. A German cosmetics brand lost its mark to a distributor who then sold cut-price knock-offs under the same name—doubling its own sales while the true owner lost revenue, reputation and legal leverage. Worse, if sub-standard goods are sold under your name, your brand reputation is destroyed.
Top Reasons Why Trademark Registration in China Matters
Legal Protection: Owning a registered trademark in China provides legal protection against any unauthorized use of your brand or logo. It gives you exclusive rights to use the mark for your products or services, preventing others from capitalizing on your brand's reputation.
Market Expansion: Registering your trademark in China allows you to expand your business and reach a broader market. It gives you the right to prevent others from using a similar mark, reducing the likelihood of confusion among consumers and safeguarding your brand's reputation.
Brand Recognition: A registered trademark in China helps build brand recognition and loyalty among consumers. It distinguishes your products or services from competitors, creating a strong brand identity that customers can trust and rely on.
Investment Protection: Registering a trademark in China is essential for protecting your investment in building and promoting your brand. It adds value to your business and can be a significant asset if you ever decide to sell or license your brand in the future.
Legal Remedies: In the unfortunate event of trademark infringement, owning a registered trademark in China gives you legal remedies to enforce your rights. You can take legal action against any party that uses your mark without permission, seeking damages and injunctions to stop the unauthorized use.
Preventing Counterfeiting: China is known for its issues with counterfeiting and intellectual property theft. By registering your trademark in the country, you can help prevent counterfeiters from producing and selling fake products using your brand name.
International Protection: Registering a trademark in China can also provide a foundation for seeking protection in other countries. It allows you to take advantage of international treaties and agreements to expand your trademark protection globally. In conclusion, trademark registration in China is a vital step for any business looking to establish a strong presence in the market. It offers legal protection, market advantages, brand recognition, and investment security. By securing your trademark in China, you can safeguard your brand's identity and reputation, setting the foundation for long-term success in the region.
How to protect your brand name and trademark in China
You can register not only product names and logos, but also slogans, packaging visuals, domain names, 3-D shapes, colour combinations and more. A Chinese registration lasts 10 years and can be renewed indefinitely. Licences are valid only if recorded with CNIPA.
Step-by-step registration
Conduct a professional clearance search—avoid conflicts before you file.
Prepare the file: business licence or passport, power of attorney, specimen of the mark, and a precise list of goods/services in the correct Nice classes.
File through a licensed Chinese trademark agent—foreign companies must use one.
Examination & publication: CNIPA examines (6-9 months) and then publishes the mark for three months of opposition.
Receive your certificate: if no one objects, the registration issues.
Total timeline: 12-18 months from start to finish.
After registration you can:
Ask the Administration for Market Regulation to raid infringers
Sue in Chinese courts for injunctions and damages
Record your mark with Customs to seize counterfeits at the border
Seek criminal prosecution in serious cases
Penalties range from fines and confiscation to substantial damages.
Act now
Your brand is one of your most valuable assets. Don’t wait until someone else owns it. Contact TMRegisterChina today—secure your mark before someone else does.
