China’s trademark registration office operates on a first-come, first-served basis. It does not matter to the Chinese office whether the party registering the brand name is also the legal owner of the trademark. This has created a gray market where brands in China are registered and sold on a large scale after successful registration. When you do business with China, it is important that you manage your own brand. In case you do not own your own brand in China, this could have legal consequences for your business and lead to a delay or cancellation of deliveries. The Dutch Chinese Chamber of Commerce can help you register your brand name, members can request a preliminary investigation free of charge.