(Source: https://pltfrm.com.cn)
Introduction
Registering a trademark in China takes 8–14 months under normal examination—but overseas brands that follow the correct process from day one can achieve approval in as little as 6 months while blocking squatters completely. Here is the exact roadmap used by leading brands entering China in 2025.
1. Pre-Filing Preparation
1.1 Chinese Brand Name Strategy Three Types: Phonetic (e.g., 可口可乐 Coca-Cola), Meaningful (e.g., 奔驰 Mercedes “galloping”), or Creative (e.g., 星巴克 Starbucks). Availability Check: Confirm the name is not already registered or culturally negative.
2. Filing Through Licensed Chinese Trademark Agency
2.1 No Direct Filing for Overseas Entities Mandatory Local Agent: All overseas applicants must appoint a CNIPA-licensed Chinese trademark agency—direct filing is rejected.
3. Accelerated Examination Options
3.1 Fast-Track Channels Priority Review: Available for Tmall/Taobao flagship store applicants, geographically indicated products, or national key projects—cuts time to 3–6 months.
4. Post-Registration Protection
4.1 Customs Recordation Border Protection: Record approved trademarks with China Customs to block counterfeit imports and exports automatically. Renewal Timing: Must renew between 6–12 months before the 10-year expiry.
Case Study: U.S. Sportswear Brand That Secured 41 Classes in Record Time
A premium American activewear brand planning a 2025 Douyin + Tmall launch needed ironclad protection across apparel, accessories, retail services, and digital goods. We developed a meaningful Chinese name (“劲跃”), filed simultaneously in 41 classes through the priority review channel (leveraging their upcoming Tmall Global store), and recorded all marks with Customs the same week of approval. Total timeline: 5.5 months from filing to full registration—zero squatting incidents.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
