PROTECT
IP Protection
Protect Your Brand
in China First
China operates on a first-to-file trademark system. If you don't register your brand name before entering the market, someone else will. We handle trademark registration and IP protection as the first step for every client.
Trademark Registration
Chinese Name Development
Defensive Filing
Dispute Resolution
Since 2013
Filing Directly
with CNIPA
with CNIPA
8-12 mo
Registration
Timeline
Timeline
45
Trademark
Classes in China
Classes in China
First-to-File
Not First-to-Use
System
System
Trademark registration is the foundation of everything else in China
We handle trademark registration and IP protection before store setup, marketing, or any public activity in China. Every client engagement starts here.
In most Western markets, using a brand name in commerce gives you some degree of protection. China works differently. Trademark rights belong to whoever files first with CNIPA (China National Intellectual Property Administration), regardless of who used the name first internationally.
This means a third party in China can register your brand name, block your store applications, and demand payment to release it. We have seen this happen to brands of all sizes, and we have negotiated the release of trademarks registered by third parties in multiple cases. The cost of recovering a squatted trademark is always higher than the cost of filing early.
Shanghai Jungle has been filing trademarks directly with CNIPA since 2013. We manage the full IP protection process — from initial trademark searches and class strategy to Chinese name development, defensive registrations, and dispute resolution.
Why This Comes First
Without a registered trademark in China, you cannot:
Trademark registration is not just a legal formality. It is a prerequisite for virtually every commercial activity in the Chinese market.
Open an official e-commerce store
Tmall, Tmall Global, JD, and other platforms require proof of trademark ownership or authorization before approving a brand flagship store application.
Register official social media accounts
Opening verified brand accounts on Little Red Book (Xiaohongshu), Douyin, WeChat, and Weibo under your brand name requires a Chinese trademark in the corresponding class.
Sell in major offline retail
Shopping malls, department stores, and many offline distributors in China require a locally registered trademark before placing an order or signing a distribution agreement.
Register cosmetics or health products
If a product is filed for NMPA certification under a foreign-language brand name, a registered Chinese trademark for that name is mandatory. No trademark, no certification.
What Can Go Wrong
Common trademark risks for foreign brands in China
These are not hypothetical scenarios. We have dealt with every one of these situations firsthand, across industries from cosmetics and food to outdoor gear and fragrance.
01
Trademark squatting
A third party in China registers your brand name before you do — sometimes an opportunistic individual, sometimes a former distributor, sometimes a competitor. Under China's first-to-file system, they now own the rights to your name in the Chinese market. Recovering a squatted trademark typically takes 12-24 months and costs significantly more than early registration would have.
02
Store registration blocked
Tmall and JD require trademark certificates during the store application process. If someone else holds the trademark for your name in the relevant class, your application is rejected. You cannot sell on China's largest e-commerce platforms under your own brand name until the trademark situation is resolved.
03
Counterfeits and copycats
Without a registered trademark, you have no legal basis to take action against counterfeit products or copycat brands appearing on Chinese platforms, in offline retail, or on factory floors. A registered trademark is required to file takedown requests and pursue legal enforcement.
04
CNIPA tightening examination standards
CNIPA has significantly tightened its examination standards in 2025-2026, using AI tools and improved foreign-language assessment to scrutinize marks for distinctiveness and deceptive content. Trademarks that might have sailed through in previous years now face higher rejection risk. Proper filing strategy and professional preparation are more important than ever.
05
Invalidation attacks
Even registered trademarks can be challenged. A growing tactic in China involves a defendant in an infringement case retaliating by filing an invalidation action against the plaintiff's own mark. The 2026 Trademark Law amendment is expected to further refine these mechanisms. Defensive registration across related classes reduces exposure to this risk.
Registration Process
How trademark registration works in China
The standard national filing route through CNIPA. We handle every step from initial search to final certificate.
1
Trademark Search & Strategy
Week 1
We search the CNIPA database for existing marks that could conflict with your name — in both English and Chinese. Based on the results, we recommend which classes and subclasses to file in, whether additional defensive registrations are advisable, and whether any existing conflicting marks need to be addressed before filing.
2
Chinese Name Development
Weeks 1-2
If you don't already have a Chinese name, we develop one. A Chinese brand name isn't just a translation — it needs to sound natural in Mandarin, carry positive associations, avoid negative homophones, and be available for trademark registration. We prepare multiple options, test them for cultural fit, and check each against the CNIPA database before presenting finalists.
3
Application Filing
Week 2-3
We file the application directly with CNIPA through our local trademark agents. Foreign applicants must use a Chinese-registered trademark agent — we have long-standing relationships with agents we trust. Applications are filed for both the original name and the Chinese name, across all recommended classes.
4
Formal Examination
Months 1-3
CNIPA reviews the application for compliance and completeness. If accepted, the mark enters substantive examination. We receive a filing receipt that confirms the application date — this establishes your priority and can already be used for certain platform registrations.
5
Substantive Examination
Months 3-9
CNIPA examines the mark for distinctiveness, potential conflicts with existing marks, and compliance with Article 10/11 requirements. If approved, the mark is published for opposition. If rejected, we assess grounds for appeal. CNIPA's rejection rate has been rising — as of 2026, roughly half of all applications result in a rejection at some stage.
6
Opposition Period & Registration
Months 9-12
The approved mark is published for a two-month opposition window (expected to change from three months under the 2026 Trademark Law amendment). If no opposition is filed, or if opposition is unsuccessful, the trademark is registered and the certificate is issued. The entire process from filing to certificate typically takes 8-12 months through the national route.
What We Handle
Trademark and IP protection services
Full-scope IP services from initial search through ongoing protection and enforcement. Managed directly by our team in Shanghai.
Trademark Search & Filing
Comprehensive search of the CNIPA database, class and subclass strategy, and direct filing through our local agents. We file for both your original name and Chinese name across all relevant categories.
Chinese Brand Name Development
We create Chinese brand names that sound natural in Mandarin, carry the right cultural associations, and are clear for registration. Each option is tested for phonetic appeal, meaning, and trademark availability before presentation.
Defensive Registration
Filing across additional classes and subclasses to block competitors, copycats, and squatters from registering your name on adjacent product categories. Especially important for brands with expansion potential across product lines.
Dispute Resolution & Recovery
When a third party has already registered your name, we negotiate the release or pursue legal remedies — including opposition proceedings, invalidation actions, and non-use cancellations. We have recovered trademarks from squatters in multiple cases across different industries.
Copyright Registration
Registration of logos, packaging designs, and other creative assets with the National Copyright Administration of China (NCAC). Copyrights provide an additional enforcement tool to take down counterfeit products and copycat designs on Chinese platforms.
Ongoing Monitoring & Renewals
We monitor the CNIPA gazette for new filings that conflict with your marks, manage renewal deadlines (trademarks are valid for 10 years in China), and flag potential infringement on e-commerce platforms and social media.
Classes & Costs
What to expect
Trademark registration costs in China are significantly lower than in Europe or North America. The main investment is in filing across enough classes to properly protect your brand.
Common Classes for Foreign Brands
Class 3 — Cosmetics & toiletries
Required
Class 5 — Health supplements & pharma
Required
Class 25 — Clothing & footwear
Required
Class 29/30 — Food & beverages
Required
Class 35 — Advertising & retail services
Recommended
Additional defensive classes
Varies
"Required" means this is typically the primary class for brands in that industry. Class 35 (advertising and retail) is recommended for most brands regardless of product category because it covers retail store operations and online sales activities. We recommend the specific classes based on your product range and expansion plans.
Timeline & Cost Reference
National application (CNIPA)
~12 months
International application (Madrid)
18+ months
Filing receipt (priority date)
1-3 months
Trademark validity
10 years
Government filing fee per class
300 CNY (~$40)
We strongly recommend the national route (direct CNIPA filing) over international Madrid applications. National applications are processed faster, are less expensive, produce Chinese-language certificates that are easier to enforce, and allow standard goods descriptions under China's subclass system. The trademark can still be owned by the parent company abroad — local ownership is not required.
Why Shanghai Jungle
Why brands trust us with their IP in China
Filing Since 2013
We have been registering trademarks and managing IP protection directly with CNIPA since our founding. Not a new add-on service — this is where every client relationship starts.
Dispute Resolution Track Record
We have negotiated the release of trademarks registered by third parties in multiple cases. When legal action is needed, we work with trusted IP litigation partners in Shanghai and Beijing.
Part of Full Market Entry
IP protection is not isolated from your market entry strategy. We coordinate trademark timelines with store setup, product certification, social media registration, and marketing launch — everything moves in parallel.
Direct CNIPA Filing
We file through established local trademark agents with direct CNIPA access. No intermediaries, no unnecessary layers. You receive updates at every stage from filing receipt to final certificate.
Cross-Industry Experience
Trademark filings across cosmetics, health supplements, food and beverage, fragrance, pet care, outdoor sports, fashion, and more. We know which classes and subclasses each industry requires.
Chinese Name Expertise
Developing a Chinese brand name is not translation work — it requires cultural fluency, phonetic awareness, and trademark availability analysis. We create names that work for both branding and registration.
Key Terms
China trademark and IP glossary
CNIPA (China National Intellectual Property Administration)
The Chinese government body responsible for trademark registration, patent examination, and intellectual property policy. CNIPA operates the official trademark database and processes all national trademark applications. Foreign companies must use a locally registered trademark agent to file with CNIPA.
First-to-File System
China awards trademark rights to the first party that files an application, not the first party that uses the mark in commerce. This is the opposite of the "first-to-use" system in countries like the United States. Under first-to-file, prior international use of a brand name provides no trademark protection in China unless a registration has been filed.
Trademark Squatting
The practice of registering another party's brand name as a trademark in China with the intent of selling the rights back or blocking the original brand's market entry. Trademark squatting is widespread in China due to the first-to-file system and relatively low filing costs. While China's Trademark Law includes bad-faith provisions, enforcement remains challenging and slow.
Nice Classification (with China Subclasses)
China uses the international Nice Classification system with 45 classes of goods and services. However, China adds a unique subclass system within each class that determines similarity of goods. Two products in the same Nice class but different subclasses are considered dissimilar. Filing must specify subclasses — a detail that catches many foreign filers off guard.
Madrid Protocol
An international treaty administered by WIPO that allows trademark holders to file in multiple countries through a single application. While China is a Madrid member, we generally recommend direct CNIPA filing for foreign brands — it is faster (12 months vs. 18+), produces Chinese-language certificates, and allows more flexibility in goods descriptions under China's subclass system.
Tmall Partner (TP)
An agency officially authorized by Alibaba to set up, manage, and grow stores on Tmall and Tmall Global. A Tmall Partner handles the store registration process, which requires trademark documentation as a prerequisite. Shanghai Jungle is an official Tmall Partner — we coordinate trademark filing timelines with store setup so both tracks advance in parallel.
Protect Your Brand
Don't wait until someone else owns your name in China
2013
Founded in Shanghai
8-12 mo
To Full Registration
45
Classes Available
Trademark registration in China takes 8-12 months. The sooner you file, the sooner you are protected. Every month of delay is a month during which someone else could register your name.
Tell us your brand name, product category, and whether you already have a Chinese name. We will run a preliminary search and come back with a clear recommendation on what to file, where, and when.
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