Brand Protection in China
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Transcript of Brand Protection in China
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Brand Protection in China China is an attractive market. It has a population of around 1.4 billion
and more than 900 million online users in 2020. Numerous businesses
attempt to enter the Chinese market or have their products
manufactured in China.
Want to protect Your Brand? Contact us for a Free Demo:
To succeed in China, foreign companies must be aware of unique
intellectual property laws and brand protection in China.
Even businesses that do not currently offer their products in China or
do not look to sell in China in the foreseeable future should consider
brand protection in China as an essential part of international
intellectual property protection.
IP protection in China
Learning how to protect your brand in China is a crucial step on your
way to growth and success.
As in other territories around the world, the first step to brand
protection is to register trademarks. Apply for registration of your
name, symbol, or logo as a trademark. If some of the brand’s products
have unique, identifiable names, it may be worth registering each one
as a separate trademark.
When applicable, it is essential to register other intellectual property
rights, including copyrights, China patents, domain names, and
generally all your IP (intellectual property) assets.
Trademark registration in China
Trademark registration means that you are the only one who can
legally use your trademark in China. Therefore, the person who
registers the trademark first gets all the rights to distribute and sell the
products in China.
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Trademark registration is proof of ownership, and many Chinese e-
commerce channels require a registered trademark, and so do local
distributors.
After registration in China, register your brand names and trademarks
with online channels, such as marketplaces and social media platforms.
If sellers abuse your trademark after registration, you can enforce your
trademark rights online and offline.
Registering a trademark as early as possible is the best way to protect
your intellectual property in China.
First-to-file trademark system
China uses a first-to-file trademark system rather than a first-to-use
system. In a first-to-file system, intellectual property rights go to the
first party who registers the trademark.
The China trademark application process does not require evidence of
use. As a result, even a well-known brand can be denied IP protection
because another party was the first to apply for it.
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If you do not want another party to register your trademark, you should
do it yourself.
Dangers of not protecting a brand in China
If you do not register your trademark in China, someone else will likely
register it instead.
Trademark squatting is a common issue in China. Trademark
squatters look to register third-party trademarks in bad faith. They may
be third parties who file for multiple trademarks in the hope of making
a profit later, or they may be a competitor who wants to gain an unfair
advantage.
The first-to-file rule makes it possible since they do not need to prove
use in order to register.
If someone registers your trademark, they may use this registration
to manufacture and sell counterfeit products. They can also stop
you from selling your products in the Chinese market and can even sue
you in China for using the trademark.
Getting your brand back is usually a long and costly process.
Sometimes it even requires paying compensation to counterfeiters for
your trademark registration.
Another reason to register your trademark is that you cannot license
your products to a distributor without a brand registered in China.
Control your China intellectual property assets rather than let a
distributor register them for you because they may use the first-to-file
rule to benefit themselves.
Registering a trademark in China
China offers two ways to obtain a trademark:
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(1) Registering a trademark with China National Intellectual
Property Administration (CNIPA)
(2) Extending an existing application or registration to China under the
Madrid Protocol
The latter, or international registration, is a cost-effective way to obtain
protection in multiple countries under one application or adding
additional countries after trademark registration. To utilize it, you must
have a “basic mark” – an application or registration for the trademark in
the home territory.
The decision between a China national mark or international
registration affects various issues (such as filing time, costs, and more),
so it is crucial to get professional advice from an intellectual property
expert.
https://www.wipo.int/madrid/en/how_madrid_works.html
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Intellectual property agent in China
Registering in China can be a complex process. For example, China only
accepts documents in Chinese. Also, if you do not have a permanent
address in China, you are required to use an approved agent.
It is highly recommended to file through a state-approved intellectual
property agent or attorney. China has thousands of trademark agencies
that can represent you in the registration process. Your agent or
attorney can guide you on the best filing method for you in light of your
intellectual property rights situation and business strategy.
Trademark research
Before you apply for a trademark, check if it is already registered in
China. Trademark squatters or another third-party may have used the
first-to-file system.
The background check will let you know where you stand and how to
proceed.
Trademark application decisions
Generally speaking, as China has signed the Madrid System, its
trademark registration requirements are similar to those found in other
countries that have signed it. Y
et, applications are examined in accordance with local laws, and some
crucial differences affect registration in China.
China has different trademark classes and subclasses. Make sure to
register your trademark under all the necessary classes and subclasses
to ensure it provides the protection you are seeking.
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There are 45 classes, each with subclasses, and protection is generally
limited to the specific subcategory rather than the class as a whole. You
must select the categories that apply to your products or services.
The subclasses are listed in the Chinese Classification Manual, with the
descriptions of goods and services. For broader protection, file so the
application covers every product you sell or may intend to sell.
This prevents third parties from registering the same or similar
trademark in a different subclass, excluding your brand from using its
marks on certain goods and services or affecting its ability to enforce its
intellectual property in China.
Issues with subclasses arise in different situations, such as when the
description of an intranational registration is narrower because of
differences in local laws, such as US trademark laws that require proof
of use.
However, when international registrations are extended to China, the
Chinese examiners translate and assign the subclass(es) at their sole
discretion. With international registrations, there are often issues of
insufficient coverage of subclasses.
Brand owners can assess the situation and decide whether additional
direct filings in China are necessary. They can also ask CNIPA to rectify it
later on.
As for descriptions, the trademark examination process in China
favors standard descriptions of goods or services as specified in the
Chinese Classification Manual.
Examiners are more likely to decline a CNIPA application with non-
standard descriptions than an international registration, if it does not
exceed the scope of the class of products or services.
If you do add non-standard descriptions in national trademarks, it is
recommended to also include standard descriptions that can also cover
the non-standard descriptions. This way, if the non-standard part is
rejected, you can still have the standard protection that covers your
intellectual property.
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Under China’s trademark law, you can file a single-class or multi-class
application. It is recommended to discuss the consequences of each
decision under current practices in China.
Another thing to consider is that in China is the issue of Chinese
characters. Decide whether to register your existing logo or brand
and/or create a logo or brand in Chinese.
Protecting your trademark in Roman characters does not provide
complete protection from trademark infringement in China.
Trademarks in China are only recognized when used in the language in
which they were registered.
For example, if you register your brand’s name in English and find
someone using your brand name translated into Chinese, you will have
no recourse without having registered the name in Chinese characters.
So find a combination of characters that have the desired meaning and
are culturally appropriate. It can include a literal translation, phonetic
translation, or a combination of the two.
After you have decided, it is time to prepare all the required documents
and send them to your intellectual property attorney or agent.
From trademark application to registration
Once all the documents are ready, submit the application as quickly as
you can. When registering a trademark, it is important to have the
certificates in Chinese, even if the trademark is in English, as local
websites do not accept English certificates. It takes time to obtain a
trademark registration, so filing early becomes even more crucial.
After review, your trademark will be published, allowing three months
for other parties to oppose registration. If there is no opposition, you
can proceed and receive your certificate a few months later.
Process summary
1. Check to make sure the trademark is not already registered in China.
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2. Decide if you want to apply directly in China or under the Madrid
System.
3. Prepare application carefully.
4. Submit application and documents.
5. The Chinese IP authority reviews the application and decides
whether you can proceed.
6. After the initial approval and a 3-month opposition period, the
process begins for trademark registration, which usually takes over a
year.
7. Chinese authorities issue the trademark, and you receive a Certificate
of Registration, which takes a few more months.
Generally, protection starts on the date of trademark registration.
Trademarks are valid for 10 years and require renewal. A trademark
may be subject to non-use cancellation.
China trademark use requirement allows cancellation if a trademark
has not been used within the continuous period of 3 years from the
date of registration. Anyone can initiate non-use cancellation, so it is
important to keep evidence of use.
Remember that a trademark protects your intellectual property and
makes enforcement easier and more cost-effective.
To further protect your trademark online, Wiser Market can monitor
the enormous Chinese online market, including marketplaces and
websites, detect trademark violations, and help your brand enforce its
intellectual property rights.
https://wisermarket.com/
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Wiser online brand protection in China
Wiser Market is an online brand protection agency. We believe that
being vigilant about IP protection means continuous monitoring of
online channels and activity detection, followed by proactive
enforcement to deter abusers and protect your brand and reputation.
We offer a digital brand protection strategy that includes 24/7/365
worldwide brand monitoring.
Our innovative system scans online channels, including Chinese
websites, marketplaces, social commerce networks unique to China,
and other platforms to detect IP infringements and enforce your
trademark rights.
China is vast and unique, and it has an enormous counterfeiting
market. Our team of experts has extensive knowledge and works
closely with you to offer ways to protect your brand. Enforcement
makes your trademark stronger and helps secure your brand and
revenue in the booming online Chinese market.
With Wiser Market, your brand will have a comprehensive IP protection
solution, allowing you to focus on growing your business.
Want to protect Your Brand? Contact us to learn more:
https://wisermarket.com/https://wisermarket.com/https://wisermarket.com/contact-us/
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WiserTip: The trademark registration process in China usually takes
over a year and sometimes even longer. Know that usually, the
protection is effective starting the date of registration, rather than
retroactive to the filing date. Only then can you enforce your trademark
in China.
FAQ
What are the benefits of registering a trademark in China?
Registering a trademark in China allows you to protect your brand in
China and fight counterfeiters and unauthorized sellers, both online
and offline.
Why is it so important to register a trademark in China?
China has a first-to-file trademark system. Therefore, whoever registers
a trademark first gets exclusive rights for it in China.
Can international companies register trademarks in China?
Yes, foreign companies can register their trademark in China unless it is
already registered by a third-party.
International companies and non-residents should seek the help of an
intellectual property agent or agency.
Should I register a trademark in Chinese characters?
Yes, it is recommended to register your trademark in the original Latin
characters as well as Chinese characters. Latin characters do not always
protect the equivalent Chinese, so a third-party can go ahead and
register the same trademark or a similar one in Chinese.
What is the subclass system in China?
Like many other countries, China adopted the NICE Classification of
Goods and Services. China is unique because it also developed a
subclass system in which each class has subclasses, and some
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subclasses are even further classified into different groups. For broader
protection, it is recommended to file for as many subclasses as
possible.
What is online brand protection?
Online brand protection services counter online threats and protect
your intellectual property assets. Whether you wish to fight
counterfeiting, protect your domain name, prevent trademark,
copyright and brand infringements or combat gray market selling and
knockoffs, use Wiser Market’s online brand protection strategy.
Effective online brand protection protects your brand’s revenue,
profitability, reputation, customer service and brand trust.
Disclaimer: This information is intended to help the reader gain a basic
understanding of the current trademark situation in China. It is NOT
designed to provide legal, business, or other relevant professional advice.
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