In China, there’s a widespread issue with counterfeit goods, fraud, and low-quality products, especially within the domestic market. To stand out amidst these challenges, branding that resonates with Chinese consumers is crucial. By focusing on branding that resonates with Chinese consumers, you can leverage the positive perception they have towards foreign brands. Effective branding that resonates with Chinese consumers helps you position your brand as ‘foreign,’ distinguishing it from local competitors based on perceptions of superior quality and reputation. Therefore, branding that resonates with Chinese consumers is key to overcoming market challenges and enhancing your brand’s appeal.
Notably, younger Chinese consumers, such as Generation Z, are particularly attracted to Western culture and enjoy buying products from international companies. This affinity presents an opportunity for foreign brands to capture the attention and loyalty of this demographic. As you explore avenues for introducing your brands to the Chinese market, tapping into this preference for foreign goods can be a strategic approach to gaining a competitive edge and building a strong presence in China’s consumer landscape.
❖ Choose a trustful e-commerce channel
Chinese consumers love foreign goods and trust certain e-commerce sites more. TMALL, JD.com, Taobao, and maybe Pinduoduo are popular choices. Chinese shoppers want safe and easy shopping experiences, so stick to trusted platforms to attract them.
❖ Promote effectively
When targeting Chinese customers, effective branding for Chinese consumers is crucial. Be direct and clear in your marketing. Avoid making shoppers click through multiple pages to understand your offer. Instead, highlight your big discounts upfront, as effective branding for Chinese consumers often emphasizes savings. Utilizing influencers is also a powerful way to reach the Chinese market effectively. In China, privacy concerns are less pronounced, so influencers have access to detailed audience data, enabling them to target specific groups effectively. Identify key influencers in China and collaborate with them to enhance your effective branding for Chinese consumers.
❖ Ensure your online trustworthiness and presence.
In China, both male and female shoppers highly value online reputation. Before buying anything online, customers thoroughly research the company and its products. Being transparent about your company and products is crucial to gaining their trust. By providing comprehensive information, you can increase trust and ultimately convert visitors into loyal customers.
❖ Good service delivery
Efficient delivery to customers is vital, known as service delivery management. When executed well, it can enhance your company’s image and customer satisfaction. However, if delivery is slow, Chinese customers may opt for a competitor’s products instead, impacting your company’s reputation and sales.
❖ Consider a Partnership
For foreign businesses, navigating the Chinese market alone is challenging. Partnering with a local company is often essential for success. However, it’s crucial to choose your partner wisely. A wrong partnership can lead to detrimental consequences. Conversely, the right partner can provide numerous benefits for your foreign brand in China.
A local partner can be instrumental in establishing a reliable distribution channel for your products or services in China. In some cases, having a local partner is necessary for legal compliance to operate in the Chinese market. Therefore, selecting the right partner is critical for safeguarding your brand and unlocking opportunities for growth and success in China.
Legal Protections for Your Intellectual Property
Before we dive into new markets, let’s talk about something crucial: protecting what makes your brand unique. If you’re eyeing China, you’re not alone in worrying about safeguarding your intellectual property there. Fortunately, there have been recent improvements in intellectual property laws, like the State Administration for Market Regulation and China’s National Intellectual Property Administration, offering more protections. In the upcoming sections, we’ll break down practical strategies to shield your patents, trademarks, and copyrights. It’s all about ensuring your brand stays safe and thriving in unfamiliar territory.
Protect Your Patent
• Understanding China’s Patent Laws
China’s Patent Law, overseen by China’s National Intellectual Property Administration, is crucial for companies as it gives legal rights to prevent others from copying their innovations, utility models, and designs without permission.
For a patent to be protected, it must be unique, innovative, and useful. If a design is unique and doesn’t clash with existing designs, it can also be patented.
Unlike some countries, China grants patents to the first filer, even if others are already using the innovation or hold a different patent.
If a company wants to challenge a patent’s validity, China doesn’t have a specific opposition process. Instead, any company can file an application to invalidate the patent and provide evidence to the Patent Review Board.
• How to Apply for a Patent in China
Registering patents for innovations, utility models, or designs in China has different procedures.
To patent an innovation, firstly, start by completing and submitting the patent application along with the necessary documents and fees. Subsequently, the National Intellectual Property Administration will review the application within 18 months. If approved, a standard patent for the invention is granted. Typically, this process takes 3 to 5 years and the patent lasts for 20 years.
For utility models or designs, the process is similar: pay the fee, file the application, and submit supporting documents. The administration conducts a preliminary review, and if successful, grants a patent, typically within a year, valid for 10 years.
• Key Steps and Requirements for Patent Filing in China
Applications can be submitted in person or online. Foreign companies without a presence in China must appoint a local patent agency as their agent.
• Additional Legal Considerations for Patent Protection
It’s essential to understand the legal landscape for patent protection in China thoroughly. Collaborating with a local patent agency or legal expert can provide valuable guidance and ensure compliance with all necessary regulations.
Protect Your Trademark
• Understanding China’s Trademark Law
A trademark is a unique symbol that sets your products apart from others and helps consumers identify your brand. Moreover, China’s Trademark Law, managed by the State Administration for Industry and Commerce, grants exclusive rights to the registered owner of a trademark.
In China, trademark rights are given based on who files first. However, this system has led to instances where individuals or companies register trademarks of well-known foreign brands and then demand payment from the brands. Major companies like Apple, Tesla, and New Balance have faced such challenges and filed lawsuits as a result.
• How to Register a Trademark in China
Registering a trademark in China begins with checking if it’s already registered. Then, within nine months of filing, submit your application and supporting documents to the State Administration for Industry and Commerce. They’ll conduct a thorough review, and if approved, your trademark will be published and registered.
The entire process typically takes 14 to 18 months. Firstly, within three months of publication, anyone can raise objections. Additionally, a Chinese trademark is valid for ten years. Moreover, you have the option to renew it within 12 months of expiry.
Protect Your Copyright
• Understanding China’s Copyright Law
China’s Copyright Law, overseen by the People’s Republic of China National Copyright Administration and the Copyright Protection Center of China, protects literary, artistic, and scientific works.
• How to Register a Copyright
While there’s an automated copyright process, obtaining a copyright certificate involves submitting a sample of the work, especially if litigation is anticipated. After approval, the relevant government agency conducts an examination and issues the certificate.
Taking Legal Action
If you find someone using your brand without permission, it’s crucial to take legal steps to protect your intellectual property. This not only safeguards your brand but also sends a clear message to potential copycats about your commitment to protecting your rights.
1. Engage a Qualified Attorney:
Working with a knowledgeable local attorney familiar with Chinese law is essential to ensure your rights are adequately protected.
2. Issue Cease and Desist Letters:
Sending a formal cease-and-desist letter to the infringing party is an effective way to stop unauthorized use of your trademark in China. It serves as a warning that you’re serious about protecting your brand.
3. File a Complaint:
If the infringement persists despite the cease-and-desist letter, you can escalate the matter by filing a complaint with local authorities or the Chinese government. This legal action demonstrates your determination to uphold your rights and may lead to swift resolution of the issue.
