China is one of the world’s most strategic markets for manufacturing, exporting and international distribution of goods. However, it is also one of the environments where trademark protection is most critical. Counterfeiting, unauthorised use, unexpected shipment blockages or conflicts with distributors can lead to significant economic and reputational losses if preventive measures are not taken.
For this reason, an increasing number of companies are strengthening their brand protection through customs recordal in China—a little-known but highly effective mechanism. At Feliu, we support companies throughout the entire process of registering trademarks with Chinese Customs, helping them protect their industrial property rights in a solid and continuous manner.
What is trademark registration with Chinese Customs?
The Chinese customs system allows registered trademarks to be recorded by product class with Customs. This registration grants customs authorities the ability to identify, control and take action against goods that may infringe the trademark holder’s rights, both in imports and exports.
It is important to note that only duly registered trademarks may be recorded. In China, it is not possible to record trademarks that are still pending application, nor to obtain customs surveillance if the trademark has not been officially granted. Registration is carried out based on the trademark certificate issued by the China Trademark Office, and a separate certificate is required for each product class.
In the case of international trademarks designating China that only have a WIPO (OMPI) title, it is necessary to first request the issuance of the local Chinese certificate for each class—a procedure that we manage in full at Feliu.
A key advantage: protection throughout the entire validity of the trademark
One of the major strengths of the Chinese system is that customs recordal remains active for the entire validity of the trademark, from the moment of registration until its renewal date. Unlike in other countries, there is no need to renew the customs service on an annual basis, making it a particularly efficient solution in the medium and long term.
This means that once the trademark is recorded, the company benefits from continuous protection aligned with the legal duration of its trademark rights in China.
Registration of authorised manufacturers and distributors: the “white list”
The Chinese customs system also allows authorised manufacturers, distributors and trading companies to be recorded on a “white list” associated with the registered trademark.
This option is entirely voluntary, but it can be highly advisable in certain cases. When an authorised manufacturer or distributor is correctly recorded, the goods they handle do not trigger customs alerts or blockages, as Customs automatically identifies them as legitimate.
Conversely, if an authorised operator is not included on this list, Customs may detect and suspend the shipment, notifying the trademark holder to confirm whether the goods are genuine. In such cases, it is necessary to authorise the release of the goods on a case-by-case basis.
At Feliu, we advise each client on whether it is appropriate to register specific operators, depending on their supply chain, destination markets and volume of operations.
How do Customs act once the trademark is registered?
As in any country, customs inspections are conducted on a random basis. However, when a trademark is recorded in the customs register, Customs has the necessary information to detect potential infringements.
If suspicious goods linked to unauthorised operators are identified, Customs may notify the trademark holder, who then decides whether to authorise the release of the goods or to initiate further actions. Simple informational notices do not involve costs or automatic measures; only when questionable products are detected are potential actions assessed.
Comprehensive support from Feliu
Our service goes beyond the initial filing. At Feliu, we offer comprehensive support, including:
- Prior analysis of the trademark situation in China
- Obtaining local certificates where required
- Preparation and filing of the application with Customs
- Follow-up of the registration and receipt of the acceptance notice
- Monitoring of potential customs alerts
- Strategic advice in the event of any incident
In a global context where brand protection is essential for international competitiveness, anticipation makes all the difference. Customs recordal in China is a powerful tool, and having a specialised partner is key to making the most of its potential.
📩 If your company manufactures, exports or markets products linked to China, Feliu can help you protect your trademark where it matters most.
