一次被提前阻断的中国市场风险
一、客户背景（匿名）
Client Background (Anonymized)
某外国创始人计划将其品牌引入中国市场。该品牌已在海外多个国家投入多年经营，
在所属行业内具备一定知名度，并已与中国潜在合作方开始初步接触，包括渠道、
投资与本地化运营的可能性。在项目初期，创始人尚未在中国开展任何实际销售，
也未设立法律实体，但已计划通过一般贸易或本地合作模式进入中国市场。
A foreign founder planned to introduce an established brand into the Chinese market.
The brand had been operating for years in multiple overseas markets and had developed
industry recognition. Preliminary discussions had already begun with potential Chinese
partners, including distribution and investment opportunities.At the time, the company had no
local entity or sales activities in China, but China had been identified as a key strategic market
for future expansion.
二、核心风险：尚未进入，风险已存在
Core Risk: Exposure Before Market Entry
在进入中国前的初步评估中，几个关键风险逐渐显现：
• 商标尚未在中国注册，而品牌名称已在海外公开使用
• 已与多方中国市场主体接触，品牌信息存在外泄可能
• 一旦商标被第三方抢先注册，将直接影响后续进入路径
• 后续无论是一般贸易、经销合作还是融资谈判，都将处于明显弱势
对于外国创始人而言，这类风险往往容易被低估，因为在许多司法辖区，
品牌使用本身即可形成一定保护。但在中国市场，情况完全不同。
During the pre-entry assessment, several critical risks were identified:
• The trademark had not yet been registered in China, despite public overseas use
• Brand information had already been shared with multiple China-based parties
• A third-party trademark filing could severely disrupt or block market entry
• Future negotiations on distribution, investment, or partnerships would be significantly weakened
Many foreign founders underestimate these risks, as trademark rights in other jurisdictions
may arise through use. In China, however, trademark protection is primarily registration-based.
三、我们的解决方案：在进入前完成“基础防护”
Our Approach: Securing Rights Before Market Entry
在该项目中，我们的工作重点并非“事后补救”，而是在进入中国市场前完成核心风险隔离，主要包括：
1. 中国商标整体布局规划
结合品牌现有使用情况与未来在中国可能涉及的产品、服务范围，制定商标申请策略，而非单一类别注册。
2. 抢注风险评估与应对设计
对相关类别及近似标识进行检索，评估是否存在被抢注或潜在冲突的风险，并同步制定应对方案。
3. 进入节奏与信息披露控制
在商标申请完成前，协助客户调整对外沟通节奏，避免不必要的品牌暴露，降低被恶意抢注的可能性。
整个过程中，所有安排均围绕一个目标：
在品牌正式进入中国市场之前，确保核心权利已被牢牢锁定。
Rather than post-incident remediation, the focus of this project was proactive risk control before market entry:
1. Trademark Strategy and Portfolio Planning in China
Designing a filing strategy that aligned with both current brand use and future business scope in China.
2. Assessment of Squatting and Conflict Risks
Conducting searches for similar marks and assessing the likelihood of bad-faith filings, with response
strategies prepared in parallel.
3. Managing Market Entry Timing and Disclosure
Advising on controlled information disclosure before filings were completed, reducing exposure to opportunistic
registrations.
All actions were guided by one objective:
to secure core trademark rights before any formal market entry into China.
四、最终结果：为进入中国留出“可控空间”
Outcome: Preserving Strategic Flexibility
在进入中国市场前，该外国创始人已完成关键商标的申请与布局，确保品牌在中国拥有明确、可控的法律基础。
这一结果直接带来了几个实际影响：
• 后续与中国合作方的谈判处于更有利位置
• 进入模式选择不再受制于商标风险
• 避免了因抢注、异议或无效程序而导致的时间和成本失控
• 为品牌在中国的长期运营奠定了稳定基础
Before entering the Chinese market, the core trademarks were successfully filed and
strategically positioned, providing a clear legal foundation in China.
As a result:
• The founder retained leverage in negotiations with Chinese partners
• Market entry options remained flexible
• Risks of delays and disputes caused by trademark conflicts were avoided
• A stable foundation was established for long-term brand operations in China
五、实务洞察：进入中国，商标不是“下一步”，而是“第一步”
Practical Insight: Trademarks as a Precondition for China Entry
在我们处理的多个进入中国项目中，商标问题往往并非最复杂的法律问题，却是最容易被忽视、也最难事后修复的风险之一。
对于外国创始人而言：
在中国市场，
商标不是进入后的合规事项，而是进入前的基础条件。
是否在进入前完成商标保护，往往直接决定了企业在中国市场中拥有的是主动权，还是被动应对风险的空间。
Across many China entry projects, trademark issues are rarely the most complex—but they are often
the most underestimated and the hardest to fix later.
For foreign founders:
In China, trademark protection is not a post-entry compliance task, but a prerequisite for market entry.
Early protection determines whether a business enters China with control—or with structural vulnerability.
