China represents a significant opportunity for many Italian businesses, particularly in the design, furniture, fashion, cosmetics and Made in Italy sectors.
When a company decides to enter the Chinese market, it often focuses on finding distributors, participating in trade fairs, and developing marketing and communication activities.
However, one fundamental aspect is sometimes overlooked: trademark registration in China.
Is Your Trademark Already Registered in Italy? It May Not Be Protected in China
One of the most common mistakes is assuming that a trademark registered in Italy or the European Union is automatically protected in China.
In reality, trademark protection is territorial. An Italian or EU registration alone does not guarantee the same rights in the Chinese market.
China’s trademark system also largely follows the first-to-file principle, meaning that priority is generally given to the party that first files a valid trademark application, subject to the conditions established by law.
As a result, an Italian company may discover that another party has already registered its trademark in China.
This situation can create commercial difficulties, additional costs and delays in business development.
Why Register Your Trademark Before Entering the Chinese Market?
Registering a trademark in advance can help reduce several risks.
- Protect your brand name and logoOnce registration is approved, it grants rights to the trademark in China for the goods or services covered by the application.
- Reduce the risk of third-party registrationsWaiting too long may allow other parties to apply for identical or similar trademarks, potentially leading to conflicts.
- Prepare relationships with local distributors and partnersIf a company is looking for distributors or importers in China, it is important to establish ownership and use of its trademark from the outset.
- Prepare marketing and communication activitiesFor companies planning to open official accounts on platforms such as WeChat, Xiaohongshu (RED), Weibo and Douyin, trademark documentation can be useful and, in some cases, required during account verification procedures.
Who Really Chooses Your Brand’s Chinese Name?
When entering the Chinese market, a company can choose to retain its original name, adopt a Chinese name, or use both.
However, this decision is not always made by the brand itself.
Distributors or Chinese business partners sometimes create a Chinese name to promote products locally, occasionally without consulting the company beforehand.
In many cases, this involves a simple transliteration of the original name, without properly considering the meaning of the Chinese characters, pronunciation, brand identity or effectiveness in local communication.
The situation can become even more complicated when a company works with several distributors in China: each partner may use a different Chinese name for the same brand, creating confusion among consumers and making the brand less recognisable.
For this reason, choosing a Chinese name should not be left to chance or to individual distributors.
A carefully developed Chinese name can help a brand become easier for local consumers to recognise, remember and search for, while maintaining a consistent identity with the original brand.
Trademark protection must also be considered. Registering a brand’s original name in Latin characters does not automatically protect its Chinese-language version.
Before entering the Chinese market, or even when a brand is already present through local distributors, it can therefore be useful to check which Chinese names are being used, choose an official name and assess whether it should be registered.
DAG also offers an additional service covering the analysis, creation and adaptation of Chinese brand names, helping companies identify a name that aligns with their identity, target audience and communication strategy in China.
Do You Need a Company in China to Register a Trademark?
No. An Italian company can register its trademark in China without having a Chinese company.
The application can be filed in the name of the Italian company using its corporate documentation.
Foreign companies without an operational presence in China generally need to work with an authorised trademark agency in China to file their application.
How Does Trademark Registration in China Work?
The procedure generally involves five stages:
- Preliminary search: checking for identical or similar trademarks that have already been registered or filed.
- Class selection: identifying the categories of goods or services for which protection is required.
- Application filing: preparing the documentation and submitting the application to the relevant Chinese authorities.
- Examination and publication: the application is examined and, if it passes examination, published for the period required by law.
- Registration: if the process is completed successfully, an official registration certificate is issued.
Under normal circumstances, the process may take approximately 6–9 months. Timelines may be longer if additional information is requested or if refusals or oppositions arise.
For this reason, it is advisable to begin the registration process before launching commercial and promotional activities in China.
DAG’s Experience with DESinsite
DESinsite is DAG Communication’s editorial project dedicated to promoting Italian design to Chinese audiences.
Through WeChat, Xiaohongshu (Little Red Book), Weibo and other digital channels, DESinsite showcases brands, designers, new collections and industry trends.
To strengthen its presence in China and support the verification procedures for its official accounts, DAG initiated the registration of the DESinsite trademark.
The process was successfully completed, and DESinsite obtained trademark registration certificates in China in two classes.
This experience allowed us to follow every stage of the registration process directly, from the preliminary search through to the issuance of the certificates.
DAG Helps You Register Your Trademark in China
Building on its experience with DESinsite and its collaboration with a specialised agency in China, DAG now offers trademark registration assistance for companies looking to enter the Chinese market.
The service includes preliminary searches, support with class selection, document preparation, application coordination and monitoring of the procedure, including requests for additional information during the standard process.
Our team manages the process in Italian while maintaining contact with the local partner.
For companies that do not yet have a Chinese name, DAG also offers an additional service to create and adapt brand names for the Chinese market, taking into account the language, local culture and brand identity.
Planning to introduce your brand to the Chinese market?
Discover DAG’s trademark registration service in China and contact us for further information.
