The most common mistake companies make when expanding to markets outside of Europe is not having a strategy for avoiding brand infringements.
Build a strategy for trademark rights
Before any company enters the Chinese market, there are some important precautions to take. Typically, a marketing plan and a distribution plan is in place. However, companies often fail to prepare a strategy for e.g. trademark rights.
Such a strategy includes establishing contact to credible national business partners, conducting a thorough pre-examination and an extensive examination of phonetic translations and transliterations as well as the actual registration of trademarks.
Expert knowledge of Chinese trademark legislation
It requires knowledge and expertise to operate and succeed on the Chinese market. If your company does not have the necessary know-how, we recommend that you seek counsel from experts with thorough knowledge of Chinese culture, Chinese trademark authorities and legislation and with a network of relevant partners.
Facts about trademark protection in China
- In 2004, around 550.000 trademark applications were submitted in China. In 2012, that number had increased to around 1.600.000.
- In 2004, 96 % of all trademark applications in China were submitted by locals.
- In 2012, 93 % of all trademark applications in China were submitted by locals.
- $60 million was the price that Apple ended up paying for the rights to “iPad” in China.
- Hong Kong and Macau have their own separate registration system.
For more information on how to protect your trademark rights in China, contact our Head of Trademarks