- China is a first-to-file jurisdiction: trademark rights are generally acquired by registration, not prior use, so file before any public launch, import, or e-commerce listing.
中国实行先申请原则：商标权一般通过注册取得而非通过使用，因此应在任何公开上市、进口或电商上架前提交申请。- Foreign applicants without a business domicile or habitual residence in China must appoint a CNIPA-recorded trademark agency to file.
在中国无营业场所或经常居所的外国申请人，须委托在商标局备案的商标代理机构提交申请。- There are two routes to a Chinese registration: direct national filing via CNIPA (typically 7–12 months) or the Madrid Protocol for multi-country portfolios.
取得中国注册有两条路径：经 CNIPA 直接国家申请（通常 7–12 个月）或适用于多国布局的马德里体系。- Register the core mark together with its Chinese character form, pinyin, and common misspellings across the strategically relevant Nice classes.
应将核心商标连同其中文形式、拼音及常见拼写变体，在策略相关的尼斯类别上一并注册。- After publication there is a three-month opposition window; monitoring the Trademark Gazette and opposing early is far cheaper than post-registration litigation.
初步审定公告后有三个月的异议期；监控《商标公告》并尽早异议，成本远低于注册后的诉讼。- Non-use for three consecutive years (“撤三”) can cancel a registration, so keep proof of use and record marks with Customs for border enforcement.
连续三年不使用（”撤三”）可使注册被撤销，故应保留使用证据并向海关备案商标以在边境维权。- Enforcement runs through four parallel channels — administrative, civil, criminal, and Customs — and a coherent strategy combines registration, surveillance, and graduated response.
维权有行政、民事、刑事与海关四条并行渠道，连贯策略应结合注册、监测与阶梯式应对。
Trademark registration for foreign brands | 外国品牌的商标注册
Overview
For a foreign business entering China, the brand name and logo are often the most valuable intangible assets it brings. China operates a first-to-file trademark system: in principle, rights are acquired by registration, not by prior use. A competitor or squatter who files first can therefore lawfully obtain, and even license back to you, a mark that you have used elsewhere for years. Early, strategic filing is therefore the single most important step a foreign brand can take before any public launch, import, or e-commerce listing in mainland China.
This article explains, in practical terms, how foreign applicants register trademarks in China, the two available routes (direct national filing and the Madrid Protocol), how goods and services are classified, and what to do when a mark is opposed, rejected, or infringed. It is informational only and not a substitute for advice from a qualified Chinese trademark attorney.
First-to-file and why it matters
China’s *Trademark Law* follows the principle of “application first, registration first” (申请在先、注册在先). While the law recognises certain limited defences for prior users of “a mark that has been used and has acquired a certain influence”, these are narrow and require proof of reputation in China — something most newly entering foreign brands cannot easily show. The practical consequence is blunt: file before you use, or at least before you are visible.
A related risk is “bad-faith” or squatting registration. China has strengthened its law to combat this — *Trademark Law* Article 4 now expressly prohibits malicious applications filed without intent to use, and Article 44 permits invalidation of marks registered by improper means. In practice, however, the fastest and cheapest remedy is still to have filed your own application first. Many foreign brands adopt a “defensive” strategy: registering the core mark, the Chinese transliteration (if any), the拼音 (pinyin) form, and common misspellings across the classes where they operate or may operate.
Who can file: A foreign applicant without a business domicile or habitual residence in China must appoint a trademark agency lawfully established in China (recorded on the CNIPA agency list). A foreign national with habitual residence in China may file in person or online. A wholly-owned Chinese subsidiary of a foreign company is treated as a domestic enterprise and may file directly.
Two routes: direct filing and the Madrid Protocol
Foreign brand owners have two principal routes to a Chinese registration:
1. Direct national filing via CNIPA. Applications are filed with the China National Intellectual Property Administration (CNIPA) Trademark Office, either online through the trademark e-filing system or at a trademark acceptance window. The application specifies the mark, the applicant, and the goods/services by class and item. CNIPA examines first on formal grounds, then on substantive grounds (absolute grounds such as distinctiveness, and relative grounds such as conflict with earlier marks). If approved, the mark is published in the *Trademark Gazette* for a three-month opposition period; if no opposition succeeds, a certificate issues. Absent opposition, a straightforward registration commonly takes roughly 7–12 months.
2. Madrid Protocol (international registration). Where the brand owner has a “home” connection to a Madrid member (e.g., a registered mark or pending application in its own country, or domicile/nationality in a member state), it may file a single international application through its national IP office designating China (and other members). WIPO administers the international phase; CNIPA examines the China designation under Chinese law. A Madrid designation that is approved results in a Statement of Grant of Protection rather than a separate Chinese certificate, and any refusal, opposition, or invalidation is handled under Chinese procedure. The Madrid route is attractive for multi-country portfolios because one filing, one set of fees, and one renewal cover many jurisdictions — but the Chinese substantive outcome is the same standard as a direct filing.
| Route | Best for | Filing body | Certificate |
|---|---|---|---|
| Direct national filing | China-only or China-first strategy | CNIPA Trademark Office | Chinese registration certificate |
| Madrid Protocol | Multi-country portfolios | Home IP office → WIPO → CNIPA | Statement of Grant of Protection |
Nice classes and specification drafting
China uses the international Nice Classification of goods and services, currently 45 classes (Classes 1–34 for goods, 35–45 for services), and applies its own *Similar Goods and Services Classification Table* (based on Nice) to assess whether marks in different classes are “similar”. Class selection is strategic, not automatic:
- A brand selling consumer products usually needs Classes covering the physical goods and the retail/online sales channel (Class 35 for retail services, and e-commerce platforms often expect coverage there).
- Software and apps commonly span Class 9 (downloadable software), Class 42 (software development/services), and sometimes Class 35 or 38.
- Food, cosmetics, apparel, and electronics each sit in distinct classes; covering only the product class can leave the brand exposed on marketplaces that list under service classes.
Specification drafting matters. Overly broad lists can draw oppositions or refusals; overly narrow lists leave gaps. A common practice is to combine standard items from the classification table with a few precisely drafted items. Note also that China requires use of the mark as registered; non-use for three consecutive years can expose a registration to a “cancellation for non-use” (撤三) action by a third party — a risk both for squatters (good for brand owners) and for over-filers (a caution for applicants who register defensively without use intent).
Opposition, invalidation and enforcement
Opposition. After acceptance, the mark is published for a three-month opposition window. Any party may oppose on grounds such as prior rights, lack of distinctiveness, or bad faith. Foreign brand owners should monitor the *Trademark Gazette* (or use watch services) during this window; opposition is far cheaper than litigation after registration.
Invalidation and cancellation. A prior-rights holder may request invalidation within five years of registration (absolute-grounds invalidation, e.g., lack of distinctiveness or bad faith, can be pursued at any time). Third parties may also seek cancellation for three years of non-use.
Enforcement. China offers three overlapping channels:
- *Administrative:* market regulation authorities (SAMR and local equivalents) can investigate infringement, order cessation, confiscate and destroy infringing goods, and impose fines.
- *Civil:* specialised intellectual property courts/tribunals hear infringement suits and can award damages, including statutory and, in serious cases, punitive damages.
- *Criminal:* counterfeiting above certain thresholds is a crime, pursued by police and prosecutors.
- *Customs:* rights holders may record trademarks with Customs to intercept infringing imports/exports at the border.
A coherent enforcement strategy typically combines registration (the precondition for all of the above), surveillance, and a graduated response from cease-and-desist letters through administrative complaints to litigation.
What to do next
- File core marks before any public launch, import, or marketplace listing in China — do not rely on prior foreign use.
- Cover the Chinese character form, pinyin, and Latin form of the brand, not just the original logo.
- Select Nice classes strategically, including retail/e-commerce and software classes where relevant; avoid both over-broad and over-narrow specifications.
- Appoint a CNIPA-recorded trademark agency if you have no Chinese domicile; consider the Madrid route only if you already manage a multi-country portfolio.
- Set a *Trademark Gazette* watch during the three-month opposition period and act quickly if a conflicting mark appears.
- Record registered marks with Customs and keep proof of use to defend against non-use cancellation.
Sources
- China National Intellectual Property Administration — Trademark Office (official portal): https://sbj.cnipa.gov.cn/
- CNIPA (English): “How can Foreign Applicants Apply for Trademark Registration?”: https://english.cnipa.gov.cn/art/2026/3/17/art_2996_205374.html
- CNIPA — Madrid international registration (China Trademark Website): https://sbj.cnipa.gov.cn/sbj/gjzc/201908/t20190829_1081.html
- World Intellectual Property Organization — Madrid System (official portal): https://www.wipo.int/madrid/en/
Related reading
- see also: Patent protection & IP enforcement / 专利保护与知识产权执法
- see also: Copyright & trade secrets for foreign firms / 著作权与商业秘密
外国品牌的商标注册
概述
对进入中国的外资企业而言，品牌名称与标识往往是它带来最有价值的无形资产之一。中国实行先申请的商标制度：原则上，商标权通过注册取得，而非通过使用取得。因此，抢先一步提交的竞争对手或”抢注者”可能合法地获得你已在其他国家使用多年的商标，甚至反过来向你许可。在中国进行任何公开上市、进口或电商上架之前，尽早、策略性地提交注册，是外国品牌最应优先的一步。
本文以实务角度说明外国申请人如何在中国注册商标、可选择的两条路径（直接国家申请与马德里体系）、商品与服务如何分类，以及当商标被异议、驳回或侵权时如何应对。本文仅供信息参考，不构成中国执业律师的法律意见。
先申请原则及其影响
中国《商标法》遵循”申请在先、注册在先”原则。虽然法律对”已经使用并有一定影响的商标”规定了有限的在先使用抗辩（第五十九条），但该抗辩范围狭窄，且需证明在中国境内的知名度——多数刚进入中国的外国品牌难以举证。实务结论很直接：在使用之前、至少在你公开亮相之前就提交申请。
关联风险是”恶意”或”抢注”注册。中国已加强立法遏制此类行为——《商标法》第四条明确禁止”不以使用为目的的恶意商标注册申请”，第四十四条允许对以不正当手段取得的注册提起无效宣告。但实践中，最快、成本最低的救济仍是自己先提交申请。许多外国品牌采取”防御性”策略：在经营及可能经营的类别上，同时注册核心商标、中文译名（如有）、拼音形式及常见拼写变体。
谁可以提交：在中国没有营业场所或住所的外国申请人，必须委托依法设立并备案于中国商标局的商标代理机构；在中国有经常居所的外国自然人可本人或在线提交；外国公司的中国全资子公司被视为国内企业，可直接申请。
两条路径：直接申请与马德里体系
外国品牌所有者主要有两条路径取得中国注册：
1. 经 CNIPA 直接国家申请。 向国家知识产权局（CNIPA）商标局提交，可经商标网上服务系统或商标受理窗口办理。申请载明商标、申请人及按类别与项目指定的商品/服务。商标局先进行形式审查，再进行实质审查（绝对理由如显著性，以及相对理由如与在先商标冲突）。核准后刊登于《商标公告》，进入三个月异议期；无异议或异议不成立则核发注册证。无争议时，一件顺利的注册通常约需 7–12 个月。
2. 马德里体系（国际注册）。 当品牌所有者与某一马德里成员存在”本国的”连接（例如在本国已注册或已申请商标，或在该成员有住所/国籍）时，可通过其本国知识产权主管部门提交一件国际申请，指定中国（及其他成员）。WIPO 负责国际阶段，CNIPA 依中国法审查中国领土延伸。核准的中国领土延伸以”保护声明”形式体现，而非单独的中国证书；任何驳回、异议或无效均依中国程序处理。马德里路径对多国布局极具吸引力——一次申请、一套规费、一次续展覆盖多国——但中国境内的实质审查标准与直接申请一致。
| 路径 | 适用情形 | 受理机构 | 证书形式 |
|---|---|---|---|
| 直接国家申请 | 仅布局中国或中国优先 | 国家知识产权局商标局 | 中国商标注册证 |
| 马德里体系 | 多国组合布局 | 本国主管局 → WIPO → CNIPA | 保护声明 |
尼斯分类与商品描述
中国采用国际尼斯分类对商品与服务分类，现行共 45 个类别（第 1–34 类为商品，第 35–45 类为服务），并适用以尼斯为基础的《类似商品和服务区分表》来判断跨类是否”类似”。类别选择具有策略性，并非自然得出：
- 销售消费品的企业通常既需覆盖实体商品类别，也需覆盖零售/线上销售渠道（第 35 类零售服务；电商平台常要求在该类有覆盖）。
- 软件与 App 常横跨第 9 类（可下载软件）、第 42 类（软件开发/服务），有时还涉及第 35 或 38 类。
- 食品、化妆品、服装、电子产品各有专属类别；仅覆盖产品类会使品牌在按服务类上架的平台暴露于风险。
商品描述（指定项目）的撰写至关重要。过于宽泛易招致异议或驳回；过于狭窄则留下空隙。常见做法是结合分类表中的标准项目与若干精确撰写的项目。另需注意，中国要求按核准注册使用；连续三年不使用可使注册面临他人提起的”撤三”（连续三年不使用撤销）风险——这既是对抢注者的威慑（对外国品牌有利），也是对过度防御申请者的警示。
异议、无效与维权
异议。 初步审定后刊登公告，进入三个月异议期。任何主体均可基于在先权利、缺乏显著性、恶意等理由提出异议。外国品牌所有者应在该窗口期监控《商标公告》（或使用监测服务）；异议的成本远低于注册后的诉讼。
无效与撤销。 在先权利人可自注册之日起五年内请求无效宣告（绝对理由如缺乏显著性、恶意的无效宣告不受五年限制）；第三人也可因连续三年不使用请求撤销。
维权。 中国提供三重并行的渠道：
- *行政*：市场监管部门（SAMR 及地方对应机构）可查处侵权、责令停售、没收销毁侵权商品并处罚款。
- *民事*：专门的知识产权法院/法庭审理侵权诉讼，可判赔，情节严重的可适用惩罚性赔偿。
- *刑事*：达到特定门槛的假冒行为构成犯罪，由公安机关与检察机关追诉。
- *海关*：权利人可向海关备案商标，在边境拦截侵权进出口货物。
连贯的维权策略通常以注册（上述一切的前提）、监测，以及从律师函、行政投诉到诉讼的阶梯式应对为基础。
下一步建议
- 在中国任何公开上市、进口或平台入驻之前提交核心商标——切勿依赖境外的在先使用。
- 同时覆盖品牌的中文形式、拼音与拉丁字母形式，而非仅原始标识。
- 策略性选择尼斯类别，含零售/电商及软件相关类别；避免过宽或过窄的商品描述。
- 若无中国营业场所，委托在商标局备案的代理机构；仅当你已管理多国组合时方考虑马德里路线。
- 在三个月异议期内设置《商标公告》监测，出现冲突商标时迅速行动。
- 将注册商标向海关备案，并保留使用证据以防御”不使用撤销”。
来源
- 国家知识产权局商标局（官网）：https://sbj.cnipa.gov.cn/
- 国家知识产权局（英文）：”How can Foreign Applicants Apply for Trademark Registration?”：https://english.cnipa.gov.cn/art/2026/3/17/art_2996_205374.html
- 国家知识产权局——马德里国际注册（中国商标网）：https://sbj.cnipa.gov.cn/sbj/gjzc/201908/t20190829_1081.html
- 世界知识产权组织——马德里体系（官网）：https://www.wipo.int/madrid/en/
相关阅读
- see also: 专利保护与知识产权执法 / Patent protection & IP enforcement
- see also: 著作权与商业秘密 / Copyright & trade secrets for foreign firms