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The Protection of Brands and the Impact of China’s E-Commerce Regulations
On Tuesday 10th December, the China-Britain Business Council (CBBC) hosted a members’ exclusive event in London: inviting James Love from Womble Bond Dickinson and Kaitlin Zhang from Oval Branding to give an insightful briefing surrounding intellectual property, brand imaging, trademark registration in China, and of the e-commerce regulations newly introduced by China.
James Love, a specialist in intellectual property and partner at Womble Bond Dickinson (UK) LLP, briefed the audience with a comprehensive guide on registering trademarks in China along with the importance and application process for an organisation’s IP. This was followed with an analysis of well-known trademarks and how they are widely copied. The audience gained insight into the different trade mark classes and how these can be applied in relation to merchandising. It was explained that having a registered trade mark is essential and gives companies protection and that simply registering a domain name alone is insufficient. James Love spoke to the audience about the myths and realities of IP; the huge rise in Chinese IP filings over the past decade, as well as China’s new E-commerce law.
Kaitlin Zhang, branding consultant at Oval Branding briefed the audience on the importance of developing a company’s brand image. She explained that when looking to market to Chinese consumers, having an appropriate Chinese brand name is vital, as well as adopting a strong digital presence with a translated website to cater to the Chinese market. Looking at various global players’ marketing mistakes, members learnt how to avoid certain pitfalls by ensuring companies hire personnel who understand the Chinese cultural landscape. Kaitlin Zhang got the audience involved in an interactive activity where they had to be creative and come up with acronyms for a fragrance product which was followed by an overview of the 7 key steps to building a global brand.
At the end of the talks, the floor was open to questions where our delegates wanted to know more about ICP licensing, issues regarding the translation of a brand name into Chinese and information on hosting websites that won’t be blocked in China.
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At CBBC, we are committed to helping UK businesses enter the Chinese market and ensuring that they see a clear return on investment. If you haven’t already joined our membership network, why not today! For more information please check out our Membership page or get in touch at