Q: I’m a 30-year-old British entrepreneur in the whisky industry. I want to sell my products in China. Do I need to apply for a Chinese trademark? And how do I do it?

2026-03-31 22

Hello! As a British whisky brand entering the Chinese market, PUYIZHICHAN strongly recommends that you apply for a Chinese trademark. This is not only a matter of legal protection, but also the foundation for your brand to successfully sell and develop over the long term in China. Let me explain in detail.

I. Why Must You Apply for a Chinese Trademark?

1.1 Trademark Rights Are Strictly Territorial

Your trademark registered in the UK is not protected by law in China. China follows the first‑to‑file principle — whoever submits a trademark application first obtains the trademark rights. If you do not register your trademark in China, another party may obtain a registration for an identical or similar trademark in China. In that case, you will be unable to legally use your own brand name in China and may even face infringement liability.

1.2 A Hard Requirement for Major E‑commerce Platform Brand Stores

Alcohol sales in China are highly e‑commerce‑driven. When opening a brand flagship store on major platforms such as Tmall, JD., Douyin, and Pinduoduo, a Chinese trademark registration certificate (or acceptance notice) is required. Without it, you will not be able to access these core sales channels, effectively missing out on the largest entry point to China’s alcohol consumption market.

1.3 The Foundation for Legal Enforcement

If counterfeit or infringing products appear on the market, holding a registered trademark is your essential tool for enforcement. You can take action through administrative complaints, customs recordal, court litigation, and other legal avenues to seek remedies and claim damages. Without a registered trademark, enforcement becomes extremely difficult.

II. Core Trademark Classes for Whisky

Whisky falls under Class 33 (alcoholic beverages, excluding beers). This is your core, mandatory registration class.

Class	Content	Explanation
Core Class	Class 33	Whisky, alcoholic beverages (Group 3301) — must be registered
Recommended Related Classes	Class 35	Advertising, marketing, online and offline sales, franchising — prevents others from registering identical or similar trademarks in sales channels that could affect your normal operations
	Class 16	Wine labels, packaging boxes, brochures and other printed materials — protects your packaging designs
	Class 40	Brewing, distillation and processing services — if you plan to engage in brewing cooperation in China

III. Application Routes and Process (For UK Businesses)

1. Application Routes (Two Options)

For UK businesses, there are two main routes to apply for a Chinese trademark. Below is a detailed comparison in terms of time, cost, and suitable scenarios to help you make an informed decision.

Route Comparison Table

Comparison Aspect	National Registration	Madrid International Registration
Application Basis	No underlying trademark required	Requires an existing UK trademark registration or application
Timeframe	6–8 months	12–18 months
Cost	Lower	Higher
Process Complexity	Simple	More complex
Rights Stability	Independent and stable	Dependent on the underlying trademark (first 5 years)
Ongoing Management	Handled directly in China	Handled through WIPO
Recommended Scenario	Entering China only	Entering multiple countries simultaneously

For startup brands, we recommend choosing national registration — it is faster and more flexible.

2. Application Process (Using National Registration as an Example)

Step	Description
1. Develop Application Strategy	Select the trademark classes and define the list of goods/services. PUYIZHICHAN will assist you.
2. Trademark Search	Engage an agent to conduct a similarity search in the relevant classes to assess registration risks and improve success rate.
3. Prepare Documents	• Trademark image (clear JPG/PNG, 5–10cm in size) • UK company legal entity certificate (registration certificate, requires translation and notarization) • Power of attorney (provided by the agent, requires signature and company seal) • List of goods/services
4. File Application	The agent files the application electronically via the CNIPA system. An application number is obtained the same day.
5. Acceptance	Receive the Trademark Registration Acceptance Notice, allowing use of the “TM” symbol.
6. Substantive Examination	CNIPA examines whether the mark violates prohibited provisions or conflicts with prior trademarks.
7. Publication	If approved, the mark enters the publication period, during which third parties may file oppositions.
8. Registration Granted	After the publication period closes with no opposition, the Trademark Registration Certificate is issued. The term of protection is 10 years, renewable.

Under normal circumstances, the entire process takes approximately 6–8 months.

IV. Key Advice for British Entrepreneurs

✅ Register Early

China follows the “first‑to‑file” principle. We recommend submitting your trademark application before launching your China market plans. Secure your trademark before entering the market.

✅ Combine Core and Related Classes

In addition to the core Class 33, we recommend registering Class 35 (sales and advertising) to prevent others from registering identical or similar trademarks in sales channels that could affect your ability to open a brand flagship store.

✅ Register Both English and Chinese Trademarks

English trademark: Preserves the authentic recognition of your brand.
Chinese trademark: Makes it easier for Chinese consumers to remember and spread your brand (as seen with successful examples like “Johnnie Walker” → “尊尼获加” and “Chivas” → “芝华士”).
We recommend creating a catchy Chinese transliteration of your brand name and registering it as a separate trademark.

✅ Choose a Professional Agency

Select a qualified Chinese trademark agency with experience in the alcohol industry. PUYIZHICHAN is an officially accredited agency registered with the China National Intellectual Property Administration (CNIPA). With extensive experience in the alcohol trademark sector, we provide end‑to‑end services from searching and filing to enforcement, helping improve your registration success rate.

V. What Should You Do Next?

Finalize your brand name (English + Chinese)
Prepare your trademark image (Logo)
Contact PUYIZHICHAN, and we will:

Provide a preliminary free assessment of registration risks
Develop a tailored trademark application strategy
Handle the entire application process on your behalf

PUYIZHICHAN | An Officially Accredited Trademark Agency with CNIPA
One‑stop services for overseas brands: Chinese trademark registration, portfolio strategy, and enforcement protection

If you have any questions, please feel free to reach out. We are happy to provide detailed answers!

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