Imagine that you built a strong brand, found the right supplier in China, and business is booming. Then one day, you discover your supplier has registered your brand name in China — legally barring you from using your company name. This might sound unlikely, but we see this happen to unsuspecting companies.

How It Happens:  China follows a “first-to-file” trademark system: whoever registers first owns the trademark — even if you've used it globally for years. If you haven't registered in China, your supplier, distributor, or even a competitor can do it first. Once they own the trademark, they can: block your products on platforms like JD.com and Tmall, remove your customs protections, and force you to buy back your own brand at a steep price.

One British printer company had to pay RMB 200,000 just to reclaim its name. Even giants aren't immune. Ford Motors, operating in 125+ countries, lost the rights to its Chinese “Mustang” name (福特野马) and had to rebrand its iconic car. A German cosmetics company lost its brand to a distributor, who then sold cheaper knock-offs under the same name. The distributor’s sales doubled while the real manufacturer lost revenue, reputation, and legal recourse.  Also, if inferior products are sold under your company name it damages the brand reputation.

How Protect Tradenames and Trademarks in China: You can trademark not only product names and logos but also slogans & taglines, brand images & packaging designs, domain names, 3D shapes, and even color combinations. A Chinese trademark is valid for 10 years (renewable every 10 years). You can also license it — but only if the license is officially recorded. 

How to Register Your Trademark in China:

1. Conduct a Trademark Search – Ensure your name/logo is  available. A professional search avoids conflicts.

2. Prepare Documents – Business license/passport, power of  attorney, trademark specimen, and goods/services list under the correct      Nice classification.

3. File with CNIPA – Foreign companies must use a licensed  Chinese trademark agent.

4. Examination & Publication – CNIPA  reviews (6–9 months) followed by a 3‑month public opposition period.

5. Get Your Certificate – If uncontested, you'll receive your  official registration.
        Timeline: Around 12–18 months from start to  finish.

After registering your brand, if someone uses your registered trademark without consent, you can take action through administrative enforcement (via the AIC), civil litigation in Chinese courts, customs seizure of counterfeit goods, or criminal prosecution for serious infringement. Penalties can include fines, confiscation, and damages compensation.

Act Now:  Your brand is one of your most valuable assets. Don't wait — protect it. At Gomax, we help international companies secure trademarks, set up operations, stay compliant, and succeed in China.

Contact us at Gomax today — and secure your brand before someone else does.

Email: info@gomaxgroup.com