Lusheng Editor

On 17 April, the “Training on Strategies for Early Grant Certainty in European Patent Applications” hosted by the Hangzhou Intellectual Property Protection Center (National Overseas Intellectual Property Dispute Response Guidance Hangzhou Working Platform) was successfully held. The training was attended by Mr. Jiang Nandi, Managing Partner of Lusheng Law Firm, patent attorney Li Hai, and Mr. Gerwald Verdijck, partner of Arnold &amp; Siedsma, a European intellectual property firm under Lusheng’s strategic partner, the Rouse Group, who jointly shared their experience in European patent applications.
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Mr. Jiang Nandi, Managing Partner of Lusheng
At the beginning of the event, Mr. Jiang Nandi, Managing Partner of Lusheng, delivered an opening address, extended a welcome to the participants, and briefly introduced the firm’s overall business layout and its strengths in the field of patents.
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From left: Arnold &amp; Siedsma partner Gerwald Verdijck, Lusheng patent attorney Li Hai
During the training, focusing on the needs of Hangzhou-based enterprises in carrying out intellectual property work in Europe, the two lecturers, Gerwald and Li Hai, drew on their extensive practical experience in patent prosecution to highlight the concept, advantages and application strategies of early grant certainty strategies for European patents.
“Some enterprises, when applying for European patents, encounter translation issues that result in the terminology used in the claims being inconsistent with the applicant’s original intent, and there are no specific embodiments in the description to support them. This leads to unclear and incomplete wording in the claims, which seriously affects the efficiency of patent prosecution. If enterprises adopt early grant certainty strategies in advance, they can identify problems early, reduce the number of responses to office actions during the application process, and improve grant efficiency.” By reference to practical cases, Gerwald vividly explained the advantages for enterprises of adopting early grant certainty strategies before planning their European patent portfolios.
In addition, based on multiple specific cases, Gerwald also pointed out the tangible effects of this strategy in terms of cost reduction, broader protection and accelerated examination.
During the interactive session, participants actively engaged in brainstorming. Many participants, taking into account their companies’ actual circumstances and needs, proposed numerous constructive strategies for European patent portfolio planning, creating a lively atmosphere on site.
This training aims to enable Hangzhou enterprises to gain a deeper understanding of the European patent application process, to master the core strategies for enhancing early grant certainty of patents, and to provide strong professional intellectual property support for expanding into the European market.
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<h2 style="text-align: center;">Scan the QR code to request the course materials</h2>
Training on Strategies for Early Grant Certainty in European Patent Applications
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<a rel="noopener" href="https://mp.weixin.qq.com/s?__biz=Mzg3NDc2MzA0OA==&amp;mid=2247540771&amp;idx=1&amp;sn=4f70b98bb7f5ca9f214f8dbda380691b&amp;scene=21#wechat_redirect" target="_blank" class="normal_text_link mp_article_text_link" data-itemshowtype="0" data-linktype="2">4·26 Intellectual Property Publicity Week | Hangzhou Protection Center Organizes Training on Strategies for Early Grant Certainty in European Patent Applications</a> (Source: Hangzhou Intellectual Property Protection Center)

Lusheng representative invited to Hangzhou Intellectual Property Protection Center to deliver training on strategies for early grant certainty in European patent applications

Landy Jiang

On 21 November, the signing ceremony for the cooperation agreement between the Beijing Intellectual Property Office and Tsinghua University, and the "High-Level Seminar on the Training of Foreign-Related Intellectual Property Talents" was successfully held at the School of Law of Tsinghua University. The conference brought together experts and scholars from government authorities, the World Intellectual Property Organization (WIPO), leading universities at home and abroad, well-known enterprises, and legal service institutions.
Landy Jiang, Managing Partner, Global Co-Deputy Head of Dispute Resolution of Lusheng Law Firm, was invited to speak at the seminar, where she joined a number of leading industry experts in exploring the internationalization and upgrading pathways for the training of intellectual property talents.
<h2>High-Level Seminar on the Training of Foreign-Related Intellectual Property Talents</h2>
Following the signing ceremony, the seminar opened with a speech by Hong Yan, Secretary-General of the Intellectual Property Law Research Center of the School of Law of Tsinghua University. Chen Wei, Second-Level Inspector of the Beijing Intellectual Property Office, Xue Song, Deputy Division Director of the Personnel Division of the Department of Human Resources of the China National Intellectual Property Administration, and Bai Guangqing, Senior Advisor of the China Office of the World Intellectual Property Organization (WIPO), respectively delivered remarks on topics such as the current situation and needs in the training of foreign-related intellectual property talents and WIPO’s global intellectual property talent training system.
In the subsequent exchange session, guests from relevant authorities, well-known universities at home and abroad, enterprises, and legal service institutions engaged in discussions on issues including the demand for talent training, curriculum and faculty development in universities, and the construction of a collaborative development ecosystem.
Focusing on issues related to the joint construction of an education ecosystem, Landy Jiang, drawing on the perspective of a frontline intellectual property service institution and the talent challenges and cooperation opportunities encountered in practice, shared insights on the following aspects to help build a virtuous closed-loop ecosystem for talent training:
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<h3>1. Bridging the Gap Between Learning and Practice: Building a Bridge from Classroom to Real-World Practice</h3>
Attorney Jiang pointed out that there is often a gap between theoretical knowledge and practical operation. To help students shorten this transition period, she suggested that, while ensuring solid theoretical study, students should be provided with opportunities for case-based learning and participation in practical projects so as to develop their hands-on skills and problem-solving abilities.
At the same time, from the perspective of service institutions, she expressed the desire to cooperate with universities through joint curriculum development and the establishment of internship bases, enabling students to become familiar in advance with foreign-related intellectual property practice, cultivate practical skills and an international mindset, and shorten the period of adaptation to employment.
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<h3>2. Expanding International Horizons and Cultivating Interdisciplinary Talents</h3>
In her remarks, she noted that intellectual property is a highly internationalized field of law. National intellectual property systems develop through mutual learning, exhibiting both convergence and divergence. Therefore, comparative law research is of critical importance; it is necessary to understand similarities and differences from the cases and rules of various jurisdictions, build bridges, and resolve practical issues. She expressed the hope that more practical cases from different countries could be provided in the future to serve as references for the training of foreign-related intellectual property talents.
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<h3>3. Promoting the Integration of Intellectual Property with Other Industries</h3>
Attorney Jiang further noted that intellectual property is not only a right in the legal sense, but in essence also a form of technology and intellectual assets, which ultimately must serve business and empower business development. She further pointed out that the emergence of new technologies such as AI is constantly breaking down boundaries between fields, and that future intellectual property talents will need greater cross-disciplinary integration, combining legal knowledge, industry insight, and technological understanding. To this end, she suggested leveraging universities’ advantages in comprehensive disciplines and jointly establishing “IP Talent Training Laboratories” with enterprises and service institutions. Through project-based internships, the adaptation period for talents can be shortened, and pilot programs can be carried out in IP-intensive fields to promote deep integration of cross-disciplinary capabilities.
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<h3>4. Attaching Importance to the Cultivation of Soft Skills</h3>
In addition, Attorney Jiang emphasized that, in the training of intellectual property talents, in addition to professional competence, attention must also be paid to shaping intrinsic qualities such as resilience, curiosity, thirst for knowledge, and initiative, as well as developing their cross-cultural communication, problem-solving, and integrative thinking abilities. These soft skills are equally crucial.
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<h2>View the full report of the event</h2>
<a rel="noopener" href="https://mp.weixin.qq.com/s?__biz=MjM5MzkyNzU1OA==&amp;mid=2649663244&amp;idx=1&amp;sn=169f96b6a3c38e8b2779d4df5f6d075e&amp;scene=21#wechat_redirect" target="_blank" class="normal_text_link mp_article_text_link" data-itemshowtype="0" data-linktype="2">Signing Ceremony for the Cooperation Agreement between the Beijing Intellectual Property Office and Tsinghua University and High-Level Seminar on the Training of Foreign-Related Intellectual Property Talents Successfully Held</a> (Source: Tsinghua Intellectual Property)

Landy Jiang spoke at a high-level seminar on training foreign-related IP talents

Carol Wang

Alice Yu

Heidi Feng

On 11 September, Lusheng Law Firm, together with its strategic partner Rouse, successfully concluded the “IP Gathering” event, delivering to the guests a wealth of intellectually rigorous and practically valuable content in the field of intellectual property. A summary of the key insights shared during the event is set out below.
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<h2 style="text-align: left;">Evolution of Corporate IP Functions and Adaptation of the IP Service Industry</h2>
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Jeremy Newman, Partner and Chief Commercial Officer, Rouse
In the opening session, Jeremy analyzed from a macro perspective the profound transformation underway in corporate intellectual property functions, which are gradually shifting from traditional rights custodianship to value creation. Technological enablement has also allowed IP functions to address more complex issues, and the organizational form of IP functions has begun to break through the traditional framework of legal departments. In addition, the IP service industry is facing dual pressures of consolidation and efficiency enhancement, and there is an urgent need to respond to client demands in a more holistic, efficient and cross-disciplinary manner. Finally, he emphasized that the industry should proactively build global product portfolios, accelerate investment in technology, and continuously expand service boundaries so as to support enterprises in building sustainable competitive advantages in a rapidly changing environment.
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<h2 style="text-align: left;">Overview of Annual Trademark Legislation and Examination Practice in China</h2>
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Melanie Zhu, Partner, Principal，Head of Shanghai Trade Marks &amp; Brands , Rouse
Melanie Zhu noted that the amendment to the PRC Trademark Law has been included in the State Council’s legislative work plan and is pending submission to the Standing Committee of the National People’s Congress for deliberation, with the revision of the implementing regulations being advanced in parallel. In July this year, the Measures for the Expedited Examination of Trademark Registration Applications came into effect, focusing on areas of national strategy and facilitating the rapid grant of trademarks relating to science, technology and people’s livelihood. In 2024, the number of trademark applications continued to decline, while the number of registered trademarks in force approached 50 million. The China National Intellectual Property Administration (CNIPA) has implemented new examination rules, raising the burden of proof on applicants for non-use cancellation and cracking down on malicious non-use cancellation applications. At the same time, the CNIPA has responded to public opinion by proactively screening registered trademarks related to people’s livelihood and, ex officio, rejecting or declaring invalid more than 200,000 deceptive trademark applications and registrations. The cases she cited were vivid and engaging, making the interpretation easier to understand.
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<h2 style="text-align: left;">When Non-use Cancellation Enters “Deep Waters” — Preparedness Leads to Success</h2>
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Laura Zhao, Senior Trade Mark Attorney, Rouse
Against the backdrop of a stringent crackdown on malicious non-use cancellation, the threshold for filing such applications has risen significantly. Applicants for non-use cancellation are now required to investigate and provide information on the registrant’s business scope, use of the mark, and industry status, and to explain the reasons for filing the cancellation, in addition to making a good-faith undertaking. This reflects an inherent change in the burden of proof and the logical reasoning required in non-use cancellation proceedings. According to the latest notice from the CNIPA, the policy of cracking down on malicious filings will continue to be advanced, and the strict requirements for non-use cancellation applications will correspondingly remain in place.
With the rapid increase in the number of non-use cancellation cases, many such cases have entered the stages of review, administrative litigation and even retrial, where certain grey areas and focal issues have been clarified through judicial proceedings. In principle, the use of multiple marks on the same goods can support a finding of trademark use, but the trademarks involved should be clearly stipulated in the transaction contracts, and attention should be paid to the risks arising from mixed use with the supplier’s brand. For service marks, due to the intangible nature of services, use is reflected in service premises, transactional documents, advertising materials and exhibitions. According to recent judgments, “training” and “arranging and organizing training courses” fall into different similar sub-classes under Class 41 and must be proven separately. Pure export OEM activities are generally considered to constitute trademark use, but the chain of evidence must be complete. When collecting evidence for non-use cancellation, using sales information of others without authorization is risky, as the other party may be a potential infringer. Whether WeChat Moments constitutes an effective tool for trademark use has been addressed by the Supreme People’s Court in a recent retrial case, in which it rendered a guiding judgment that is both innovative and balanced.
Given the persistently high risks of non-use cancellation, rights holders should establish a “use is king” mindset in order to maintain the validity of registrations and safeguard commercial use and enforcement actions. Conducting a comprehensive review of existing brands, keeping abreast of business developments, and coordinating the evidentiary links across marketing, sales and logistics are the optimal means of addressing these risks.
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<h2 style="text-align: left;">When Trademarks Collide with the “Absolute Prohibitions” — Dilemmas and Breakthroughs</h2>
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Melvin Mei, Principal, Rouse
When discussing refusals based on absolute grounds,Melvin Mei pointed out that once a trademark application is refused on absolute grounds, the chances of overturning the refusal are very low. At present, refusals on absolute grounds are mainly concentrated on marks that are deceptive or have adverse social impact. The law not only prohibits their registration but also their use, and local market supervision authorities will investigate and penalize the use of such marks based on leads transferred by the CNIPA. He also referred to the remedies available after such marks are refused, alternative solutions, and the risks associated with use, and provided practical and effective response strategies.
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<h2 style="text-align: left;">Can Product Shape Designs with Functional Considerations Be Protected Under the Anti-Unfair Competition Law?</h2>
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Alice Yu, Head of Shanghai Litigation Team, Lusheng Law Firm
Continuing her usual practice of case sharing, Alice Yu presented cases from both qualitative and quantitative perspectives, analyzing the commercial needs and legal risks that must be comprehensively considered in enforcement actions, thereby providing reference for rights deployment and enforcement strategies. By reference to a case in which product shape was protected as trade dress, she shared the difficulties commonly encountered in similar cases and corresponding solutions, covering multiple aspects including key and difficult issues in the case, judicial practice, formulation of litigation strategies, evidence preparation, conduct of hearings, and post-hearing follow-up. She also offered recommendations on the rights holder’s global rights deployment, enforcement strategies, commercial publicity, and responses to failed three-dimensional trademark applications.
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<h2 style="text-align: left;">Refined Division of Labor in Infringing Industries: How to Identify the Real Responsible Parties Through Evidence Mining?</h2>
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Heidi Feng,Principal, Lusheng Law Firm
The two cases shared by Heidi Feng focused on the mining of evidence and facts. As the infringement industry chain becomes more mature and the division of labor more refined, distributors have become the driving force in the market, while infringers have shifted to small and scattered entities. Infringers may also use nominee shareholding, family-run joint operations, entrusted operations and other arrangements to evade liability, thereby enabling repeated and continuous infringement. In civil IP litigation, how to utilize various evidence collection methods to mine, organize and present factual evidence, prove the defendants’ common intention to infringe, and at the same time make targeted rebuttals to the defenses of different defendants, so as to break the infringers’ “collusion” and effectively hold the relevant parties accountable, is not only the key to achieving a comprehensive victory, but also an important step in ensuring successful enforcement of judgments.
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<h2 style="text-align: left;">How to Address Various IP Infringement Risks Arising from Economic Downturn</h2>
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&nbsp;Carol Wang, Managing Partner of Shanghai Office, Global Co-Deputy Head of Dispute Resolution, Lusheng Law Firm
Carol Wang reviewed and analyzed the infringement risks faced by enterprises as defendants. She pointed out that in responding to conventional risks such as pirated software and unauthorized font infringement, in addition to challenging the basis of the opposing party’s rights and the qualifications of its agent and employing negotiation skills, enterprises may also rely more proactively on the Civil Code, the Cybersecurity Law of the People’s Republic of China and other relevant laws and regulations on personal information and privacy protection, and she shared successful case outcomes in this regard. With respect to “patent squatting” and similar “patent trolling” cases, she discussed how to dismantle the opposing party’s rights basis through effective prior-use searches that can “strike at the heart” of the claim. In the absence of prior-use evidence, she explained how to defend by obtaining statements from the original inventor and combining them with evidence of the right holder’s bad faith. She also shared how to reduce litigation risks at the source through patent filing strategies in different jurisdictions and enhanced confidentiality measures in the circulation of samples. In addition, Wang Shan reminded clients that the long-arm jurisdiction provisions in the newly amended Anti-Unfair Competition Law may increase the risk of being sued for infringement as a result of overseas enforcement actions, and discussed how to respond. Finally, she recommended that enterprises take into account various factors in a holistic manner to improve the predictability of both enforcement strategies and risk prevention outcomes.
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<h2 style="text-align: left;">Event Highlights</h2>
During the Q&amp;A session and coffee breaks, the speakers and corporate representatives engaged in lively interactions, exchanging professional insights in the field of intellectual property and creating lasting memories of the event.
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IP gathering: navigating 2025 enterprise intellectual property trends

On 21 November, the British Consulate-General in Shanghai and the United Kingdom Intellectual Property Office (UKIPO) held an exchange event in Shanghai. Carol Wang, Managing Partner of Shanghai Office, Global Co-Deputy Head of Dispute Resolution of Lusheng Law Firm, was invited to attend. She joined representatives from the British Consulate-General in Shanghai, the UKIPO, and numerous industry peers at the residence of the British Consul-General in Shanghai for in-depth discussions on China–UK intellectual property issues.
The visit to China by the UKIPO delegation, led by Adam Williams, Chief Executive and Comptroller-General of the United Kingdom Intellectual Property Office, further promoted strategic dialogue and practical cooperation between China and the United Kingdom in the field of intellectual property. The atmosphere at the event was lively, and the participants shared valuable insights on the latest developments and practical experience in the China–UK intellectual property arena.
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<img style="display: block; margin-left: auto; margin-right: auto;" src="https://media.umbraco.io/dev-lusheng/aixjfs13/img_1785518681049236704_image.png?mode=max&amp;anchor=&amp;width=535&amp;height=397" alt="" width="535" height="397">Third from the left: Carol Wang, Managing Partner of Shanghai Office, Global Co-Deputy Head of Dispute Resolution

Carol Wang attended an IPO UK event at the British Consulate Shanghai

Mi Li

Yvette Feng

Recently, the Dana-Farber Cancer Institute, one of the world’s leading centers for cancer research and treatment, jointly hosted an international exchange event with WIPO on October 16. WIPO dispatched a six-member delegation of intellectual property experts led by Deputy Director General Lisa Jorgenson to Dana-Farber’s Longwood Medical Area campus in Boston, Massachusetts, United States, where they gathered with experts from the Institute and invited patent law professionals from around the world to engage in discussions under the theme of “Global Intellectual Property Systems and Resources.”
Lusheng Law Firm and its strategic partner Rouse International were invited to participate in this exchange and, together with other guests, conducted in-depth discussions on topics such as global innovation, international patent policy, and innovation in artificial intelligence. Among them, &nbsp;Mi Li, Patent Director of Lusheng, and patent attorney Yvette Feng&nbsp;participated in the event and discussions as representatives of the team via online access.
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<h2>Related link:</h2>
<a href="https://mp.weixin.qq.com/s?__biz=MzU4ODA0MTY4OQ==&amp;mid=2247518378&amp;idx=2&amp;sn=53177c65840616736a0bcc213e97e970&amp;chksm=fc3d6d3218ea15a418752c7c3d49b529c57ebc1943ba4f7f19fb4ef6de69b094f824029e0e08&amp;mpshare=1&amp;scene=1&amp;srcid=1030CE6zZbLsKKkLgijgbALu&amp;sharer_shareinfo=59b6f1105bf42caf2f8bf58f9be20c0b&amp;sharer_shareinfo_first=59b6f1105bf42caf2f8bf58f9be20c0b#rd">Public Interest | Lusheng supports the “Jimmy Fund Walk” charity walking event to promote cancer research and patient care</a>

Lusheng was invited to join an exchange between Dana-Farber Cancer Institute and WIPO delegates

Recently, Lusheng Law Firm made a donation in support of the “Jimmy Fund Walk” charitable walking event initiated by the Dana-Farber Cancer Institute in the United States, thereby contributing in a concrete manner to cancer research and patient care, and demonstrating the firm’s firm commitment to fulfilling its corporate social responsibility.
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The Dana-Farber Cancer Institute is a world-leading institution for cancer research and treatment, dedicated to driving scientific breakthroughs and improving patients’ quality of life. This year, the Institute’s in-house legal team (OGC team) participated in the “Jimmy Fund Walk” under the name “Motion to Cure,” raising funds through collective action to provide critical resources for cancer research, medical support for patients, and assistance programs for their families. During the preparation of the event, the Institute extended invitations to its long-term external legal counsel, seeking to pool the strength of multiple parties to jointly advance this public welfare mission that concerns people’s livelihood and well-being.
As a long-trusted legal partner of the Dana-Farber Cancer Institute, Lusheng Law Firm responded promptly upon receiving the invitation and, together with its strategic partner Rouse International, jointly expressed its support, conveying care and hope through its donation.
We firmly believe that every step can make a difference for cancer patients. Going forward, Lusheng Law Firm will continue to work hand in hand with its partners, actively participate in public welfare undertakings, and promote sustainable social development.
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<h2 style="text-align: left;">“Jimmy Fund Walk” Charitable Walking Event</h2>
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Lusheng supports the Jimmy Fund Walk, aiding cancer research and patient care

Sophia Hou

On 7 September, during the China Trademark Annual Conference, the “Corporate Cross-border Brand Protection Salon,” jointly hosted by the China Trademark Association and the Shanxi Trademark and Brand Standardization Construction Promotion Association and organized by Rouse, was successfully held in Taiyuan. Focusing on the key issues and challenges of cross-border brand protection in the course of Chinese enterprises “going global,” the salon invited representatives from the China National Intellectual Property Administration (CNIPA), Customs, and industry experts to share and exchange in depth on practical strategies for international registration, customs protection, and brand protection in the European, Southeast Asian and Middle Eastern markets.
Lusheng Law Firm, together with its strategic partner Rouse, brought several senior experts from its offices in China and abroad to speak at the salon, and, together with official representatives, provided rich analysis of legal market developments and practical experience sharing.
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<h2 style="text-align: left;">International Trademark Registration Safeguarding Enterprises Going Global</h2>
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Yang Linli, Deputy Director, Division I of International Registration, China National Intellectual Property Administration
Yang Linli stated that the international trademark registration system plays a supporting role in enterprises’ efforts to “go global.” Citing the latest data, he pointed out that Chinese enterprises are facing increasingly serious trademark squatting in overseas markets, particularly in countries along the Belt and Road. He introduced the Madrid System, which has a history of more than one hundred years, and elaborated in detail on its advantages of “one application, protection in multiple countries,” covering aspects such as language, costs and centralized management. He emphasized that Chinese applicants are proactive in using the Madrid System, with the average number of designated countries per application exceeding the global level, which reflects the forward-looking awareness of Chinese enterprises in their international deployment and also shows that systematic use of the Madrid System has become an important means of cross-border brand protection for enterprises.
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<h2 style="text-align: left;">Customs Protection of Intellectual Property Rights Facilitating Cross-border Expansion of Enterprises</h2>
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Zhao Zhonghua, Deputy Director, Division I of Comprehensive Business, Taiyuan Customs
Zhao Zhonghua stated that customs protection of intellectual property rights is an important safeguard for the overseas expansion of corporate brands. Through both ex officio and application-based models, Customs provides two-way protection of intellectual property rights such as trademarks, patents and copyrights at import and export stages, and, relying on the recordal system, special enforcement campaigns and smart law enforcement tools, continuously combats infringement and illegal activities. She recommended that enterprises complete customs recordal in a timely manner, proactively maintain rights information, and actively cooperate with customs in investigations and confirmation of rights, so as to efficiently safeguard their legitimate rights and interests.
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<h2 style="text-align: left;">Practical Strategies for Brand Protection in the European Market</h2>
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Matti Lindberg, Attorney, Rouse Sweden Office
Matti Lindberg pointed out that repeat applications for EU trademarks must be supported by genuine commercial intent; otherwise, they may be regarded as an abuse of the trademark registration system. In recent years, Chinese applicants have become the largest source of EU trademark applications, and common issues encountered include transliteration-based squatting and the determination of genuine use. He suggested that enterprises may combine EU design protection as a low-cost and efficient supplementary strategy, and conduct targeted searches and monitoring for key markets such as Germany and France. Overall, in enforcing rights in Europe, it is necessary to focus on differentiated strategies, preservation of evidence and proactive monitoring, in order to systematically address intellectual property challenges in the European market.
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Melanie Zhu, Partner, Principal，Head of Shanghai Trade Marks &amp; Brands Team·Trade Marks &amp; Brands
Melanie Zhu, Partner, Principal, Head of Shanghai Trade Marks &amp; Brands Team, Trade Marks &amp; Brands, stated that, unlike Chinese trademark practice, repeat EU trademark applications filed without genuine intention to use and solely to circumvent use requirements may be found to be in bad faith. A similar trend has emerged in the UK this year, where the authorities proactively examine trademark applications that lack an intention to use (for example, where the description or classes of goods/services covered are overly broad, etc.) and issue examination reports. She advised that Chinese enterprises, when planning their deployment in Europe, should: prepare filing plans in advance, focus on core markets and competitors to optimize search and filing strategies; ensure that Chinese-character marks are used as trademarks, so as to avoid being regarded as decorative patterns; and collect and retain evidence of trademark use in a timely manner for future enforcement needs.
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<h2 style="text-align: left;">Trademark Defense in the Southeast Asian Market: Winning Strategies Against Squatting and Counterfeiting</h2>
<img src="https://media.umbraco.io/dev-lusheng/tuykdbot/img_2172939580704511522_image.png?mode=max&amp;anchor=&amp;width=546&amp;height=363" alt="" width="546" height="363">
Edmund J. Baranda, Managing Partner, Baranda &amp; Associates (Rouse Network Member, Philippines)
Edmund J. Baranda systematically analyzed the challenges and enforcement practices relating to intellectual property protection in the ASEAN region. He noted that ASEAN, as the world’s fifth-largest economy, has a counterfeit market valued at as much as USD 36 billion, with an increasingly evident trend of localized counterfeiting. ASEAN consists of ten countries whose laws, enforcement and remedies differ significantly, and the applicability of civil, criminal, administrative and customs measures varies from country to country. Therefore, Chinese enterprises expanding into ASEAN must formulate strategies tailored to the characteristics of each market. In addition, the rapid development of e-commerce and live-streaming sales has brought regulatory challenges, and brand owners must rely on platform codes of conduct and government cooperation to effectively combat counterfeiting.
&nbsp;
<img src="https://media.umbraco.io/dev-lusheng/5fwf21l4/img_5269551577197734515_image.png?mode=max&amp;anchor=&amp;width=536&amp;height=357" alt="" width="536" height="357">
Sophia Hou, Managing Partner of Guangzhou Office, China Head of Enforcement, Lusheng Law Firm
Drawing on enforcement practice in Southeast Asia, Sophia Hou pointed out that the region comprises many countries with widely differing systems, and that customs protection is unevenly developed overall. She emphasized that, compared with China's "super-strong protection," customs recordal in countries such as the Philippines and Indonesia started late, proactive seizures are rare, and enforcement relies heavily on post-fact investigations and complaints. She recommended that enterprises resolve disputes efficiently through attorney's letter negotiations, cross-border tracing and enforcement, and coordinated actions between Chinese and foreign parties, while paying close attention to compliance management.
&nbsp;
<img src="https://media.umbraco.io/dev-lusheng/qotkxyao/img_2851277090391599112_image.png" alt="" width="532" height="350">
Fianka Permana, Trademark Manager, Rouse Indonesia Office
Fianka Permana systematically elaborated on key strategies for trademark registration and enforcement in Southeast Asia. While the Southeast Asian market has significant potential, the risk of trademark squatting is high, and in jurisdictions such as Indonesia, Vietnam and Thailand, rights holders often face difficulties in cancellation after registration and high evidentiary thresholds for non-use cancellation. Therefore, enterprises should plan registrations as early as possible and combine monitoring with the accumulation of evidence of use to avoid squatting and legal disputes. In addition, she suggested exploring the recognition of well-known trademarks (for example, in the Philippines, well-known trademark recognition may be initiated upon application) to strengthen the effectiveness of regional intellectual property protection.
&nbsp;
<img src="https://media.umbraco.io/dev-lusheng/jveors1b/img_7731056080510367207_image.png?mode=max&amp;anchor=&amp;width=583&amp;height=390" alt="" width="583" height="390">
Amanda Yang, Principal
Amanda Yang pointed out that intellectual property protection strategies in Southeast Asia must be highly localized, as the differences between countries are significant and domestic models cannot simply be transplanted. She cited as examples that in countries such as Indonesia and Thailand, procedures for cancelling registered trademarks are complex, the burden of proof is heavy, and cases are heard by the courts rather than administrative authorities, with stringent evidentiary requirements, long timelines and high costs. Recently, Indonesia has further extended the non-use cancellation period from three years to five years, thereby increasing the difficulty of enforcement. She advised that enterprises and peers must keep abreast of the latest legal developments in each country and maintain close communication with reliable local lawyers or agencies, so as to avoid strategic failures caused by systemic differences and information lag.
&nbsp;
<h2 style="text-align: left;">Breaking Through in the Middle East: Strategies and Practice for Brand Confirmation and Enforcement</h2>
<img src="https://media.umbraco.io/dev-lusheng/oxnlf5r1/img_9120534124783707433_image.png?mode=max&amp;anchor=&amp;width=565&amp;height=380" alt="" width="565" height="380">
Hatty Cui,Principal, General Manager of China, China Head of Trade Marks &amp; Brands ,Rouse China Office
Hatty Cui noted that the Middle East is transforming from a traditional energy hub into a global investment hotspot, and that China has become the largest source of imports and an important economic and trade partner for Saudi Arabia and the United Arab Emirates. She systematically compared the differences between Saudi Arabia and the UAE in procedures such as trademark application, opposition and cancellation, emphasizing that the systems in the Middle East are complex and the culture is unique, and enterprises should avoid directly transplanting domestic experience. She specifically reminded enterprises to pay attention to the requirement in Saudi Arabia for powers of attorney to be legalized under the Hague Apostille Convention, the time-consuming embassy legalization procedures in the UAE, and key differences in the burden of proof and response deadlines in opposition and cancellation proceedings in both jurisdictions. She further recommended that enterprises, by combining localized strategies, long-term monitoring and proactive action, and relying on reliable local partners, effectively build a brand “moat.”
&nbsp;
<h2 style="text-align: left;">Insights into the Global Intellectual Property Industry Landscape</h2>
<img src="https://media.umbraco.io/dev-lusheng/2ucjozvp/img_2614710091016389866_image.png?mode=max&amp;anchor=&amp;width=548&amp;height=366" alt="" width="548" height="366">
Jeremy Newman, Chief Commercial Officer, Rouse UK Office
From a global perspective, Jeremy Newman shared his observations on key trends in the field of intellectual property. He pointed out that intellectual property activity is on a trajectory of continuous growth, a process that is clearly being profoundly influenced by artificial intelligence and geopolitical factors. At the same time, corporate intellectual property functions are undergoing profound transformation, shifting from traditional rights custodianship to value creation, and technological empowerment is enabling them to handle more complex issues, with the organizational form of IP functions beginning to break out of the traditional legal department framework. In addition, the intellectual property services industry is facing dual pressures of consolidation and efficiency enhancement, and there is an urgent need to respond to client demands in a more global, efficient and cross-disciplinary manner. Finally, he emphasized that the industry should actively build global product portfolios, accelerate investment in technology, and continuously expand the boundaries of services, so as to support enterprises in building sustainable competitive advantages in a rapidly changing environment.
&nbsp;
<h2 style="text-align: left;">Event Highlights</h2>
<img src="https://media.umbraco.io/dev-lusheng/1phf0n43/img_7839637937372548379_image.png?mode=max&amp;anchor=&amp;width=546&amp;height=360" alt="" width="546" height="360">
<img src="https://media.umbraco.io/dev-lusheng/l5el4ebh/img_1170803546879989625_image.png?mode=max&amp;anchor=&amp;width=550&amp;height=363" alt="" width="550" height="363">
<img src="https://media.umbraco.io/dev-lusheng/kcllesyg/img_8787587945494705410_image.png?mode=max&amp;anchor=&amp;width=539&amp;height=363" alt="" width="539" height="363">
<img src="https://media.umbraco.io/dev-lusheng/rhdncujn/img_7765836098797004470_image.png?mode=max&amp;anchor=&amp;width=527&amp;height=349" alt="" width="527" height="349">
<img src="https://media.umbraco.io/dev-lusheng/5zidvnpd/img_8421813685156950100_image.png?mode=max&amp;anchor=&amp;width=514&amp;height=341" alt="" width="514" height="341">
As Chinese enterprises accelerate their pace of going global, cross-border brand protection has become a key factor determining the success or failure of globalization. This salon conducted an in-depth analysis from the macro strategy of international trademark registration to localized practices in key markets such as Europe, Southeast Asia and the Middle East, with the aim of building systematic, end-to-end brand protection solutions for enterprises. Only by continuously focusing on the global intellectual property landscape can enterprises seize new opportunities amid challenges and enable the global journey of Chinese brands to proceed with greater composure and confidence.

China brands going global: strategies and practice for cross‑border brand protection

Beijing

Sunny Su

<a href="/who-we-are/sunny-su/">Sunny Su</a> shared insights on Trademark Enforcement Strategies in China at the CIOPORA Crop Section Fruit Meeting.&nbsp;<img src="https://media.umbraco.io/lusheng/mznbh0zt/img_5800840567877705975_ciopora-06-1.png" style="display: block; margin-left: auto; margin-right: auto;" width="421" height="237">

Sunny Su shared insights at the CIOPORA Crop Section Fruit Meeting

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