File before your brand leaves the core team

The filing date has practical weight

China generally gives the earlier applicant the stronger registration position for the same or similar mark on the same or similar goods or services. Overseas use or registration does not automatically reserve the mark in China. The result of a dispute can depend on priority, earlier rights, bad faith, and evidence, but waiting is not equivalent to holding an earlier filing date.

The current statutory source is the 2019 Trademark Law. A revised law takes effect on January 1, 2027, so applications crossing that date should be checked against the law then in force.

Find the first external exposure point

• Factory or supplier: before sending branded artwork, samples, labels, molds, or specifications.
• Distributor or licensee: before brand materials enter negotiations or territory planning.
• Marketplace: before listings, seller pages, and product images become public.
• Launch: before a trade show, crowdfunding campaign, press release, or public website reveals the name.

Turn exposure into a filing decision

Write down the earliest exposure date, the mark that will be shown, and the products or services attached to it. Work backward far enough to settle the applicant and filing scope. If the business is not ready to file every future variant, prioritize the mark and scope being exposed now rather than assuming an unfiled plan has legal effect.