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.
with CNIPA
Timeline
Management
System
to enforcement.
Shanghai Jungle is a China market entry agency, not a trademark firm. But because every brand we work with needs IP protection, we built trademark registration and enforcement directly into our services. It is part of what we do for the brands we support — not a standalone offering.
Where a typical trademark agency stops at registration, we go further: identifying counterfeit sellers, filing platform-specific takedown requests, removing copycat stores, and challenging accounts that misuse our clients' brand assets across e-commerce and social media.
Every platform handles IP enforcement differently. Tmall, JD, Douyin, Little Red Book (Xiaohongshu) — each has its own reporting mechanisms, evidence requirements, and timelines. We know how each one works because we operate on all of them, every day.
This is ongoing brand protection — monitoring, reporting, and taking action as new infringements appear. Registration is the starting point, not the finish line.
Trademark registration is the foundation of everything else in China
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.
Without a registered trademark in China, you cannot:
Trademark registration 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.
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.
How trademark registration works in China
The standard national filing route through CNIPA. We handle every step from initial search to final certificate.
Why we recommend filing directly with CNIPA
Most foreign brands default to the Madrid Protocol (administered by WIPO) because it allows filing in multiple countries through a single application. On paper, this sounds efficient. In practice, for China specifically, it introduces unnecessary cost, longer timelines, and several procedural disadvantages — and the application ends up at CNIPA regardless.
| Direct CNIPA Filing | Madrid Protocol (WIPO) | |
|---|---|---|
| Timeline | ~12 months to certificate | 18+ months (often longer) |
| Cost | Government fee + agent fee only | WIPO fee + China designation fee + local agent fee |
| Certificate Language | Chinese — accepted everywhere | International certificate — may require translation for enforcement |
| Goods Description | China subclass system — precise protection | Standard international terms — may not align with China subclasses |
| Examining Authority | CNIPA directly | Routed through WIPO → examined by CNIPA |
| Dependency | Independent — stands on its own | Tied to home registration — if the home mark is cancelled within 5 years, the China designation falls with it |
The Madrid route can make sense when filing across many countries simultaneously. But when the priority is China — and for most brands entering the Chinese market, it is — the direct CNIPA route is faster, cheaper, and produces a stronger result. The international application still gets examined by CNIPA under the same standards, so there is no shortcut on the review itself. The only difference is the additional layer of cost and time before it reaches them.
We file directly with CNIPA through our local trademark agents. The trademark can still be owned by the parent company abroad — local ownership is not required.
Trademark and IP protection services
Full-scope IP services from initial search through ongoing protection and enforcement. Managed directly by our team in Shanghai.
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
Timeline & Cost Reference
Why brands trust us with their IP in China
China trademark and IP glossary
Chinese digital platforms
Platform-by-platform guides for foreign brands — covering e-commerce marketplaces, social networks, and content platforms in China.
What Is Tmall?
China's premium B2C marketplace — how it works, who shops there, the difference between Tmall and Tmall Global, and what foreign brands need to get started.
What Is JD.com?
China's logistics-first marketplace — how JD compares to Tmall, its self-operated model, JD Worldwide for cross-border sellers, and when brands choose JD.
Little Red Book Marketing
How to use Little Red Book (Xiaohongshu) for brand building in China — content strategy, KOL partnerships, organic growth, and what works for foreign brands.
WeChat for Foreign Brands
Official Accounts, Mini Programs, WeChat Pay, and CRM — how foreign brands use China's super-app for marketing, sales, and customer engagement.
Douyin Marketing
China's version of TikTok — short video strategy, Douyin e-commerce, livestream selling, and paid advertising options for foreign brands.
Weibo Marketing
China's public social media platform — how Weibo fits into a brand's China strategy, content formats, advertising options, and when it makes sense.
Don't wait until someone
else owns your name in China
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.