Overview #
Consumer brands face unique trademark challenges in China: fast-moving markets, active squatters, and consumers who search by Chinese characters. Choosing the right classes and registering your Chinese transliteration are essential first steps.
Cosmetics & Beauty #
- Core classes: Class 3 (cosmetics, toiletries), Class 35 (retail), Class 44 (beauty services).
- Tip: register both your brand and key product lines; the cosmetics sector is heavily squatted.
Fashion & Apparel #
- Core classes: Class 25 (clothing), Class 18 (bags, leather), Class 35 (retail), Class 14 (jewellery).
- Tip: file your Chinese transliteration, as Chinese consumers identify fashion brands by character names.
Luxury & High-End Brands #
- Core classes: Class 18, 25, 14, 3, and often 35.
- Tip: luxury brands are prime squatting targets — consider filing in defensive classes and pursuing well-known mark recognition.
Food & Beverage #
- Core classes: Class 29 (meat, dairy, processed food), Class 30 (coffee, tea, snacks), Class 32 (non-alcoholic drinks), Class 43 (restaurant services).
- Tip: food products also face regulatory labelling requirements — align your trademark with your product name to avoid conflicts.
Wine & Spirits #
- Core classes: Class 33 (alcoholic beverages), and often Class 35 (distribution).
- Tip: geographic indications matter in this sector; a distinctive brand mark is separate from any GI protection.
Common Filing Strategy #
- Register your Latin mark and a well-chosen Chinese transliteration.
- File in core classes first, then add adjacent classes.
- Monitor for squatting and copycats on e-commerce platforms.
Launching a consumer brand in China? Get a class-selection recommendation from our specialists.