Safeguarding your Brand in China – The ABC of Trademark Protection and Evidence Collection

  • Date
    04 December 2019 - 04 December 2019
  • Beijing Time
    9:30 AM - 11:30 AM
  • Venue
    European Union Chamber of Commerce in China Beijing Office C405 Beijing Lufthansa Center, Office C405, No. 50 Liangmaqiao Road, Beijing 北京市朝阳区亮马桥路50号燕莎中心写字楼中国欧盟商会C405室
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A catchy word, a colourful symbol or a unique design can leave a strong imprint in our minds when we first see or use the products or services that bear them. A strong trademark is instrumental in winning new customers when entering China’s market while facing competition from local entrepreneurs that understand the market better. As lots of time and money is spent on building brand reputation, it could be extremely damaging to enterprises, especially SMEs and start-ups, if someone else started to sell their products under the same brand name. Thus, brand protection is key to succeed in the Chinese market.

China has recently revised its Trademark Law as well as the Anti-Unfair Competition Law, both of which aim to strengthen trademark protection in the country. But what concrete implications do these revisions have for the European SMEs? Furthermore, what steps can SMEs take if, despite their best efforts, fakes of their products appear on the market?

The China IPR SME Helpdesk, the EU SME Centre and the European Chamber are thus pleased to invite you to our meeting where we will address pressing questions on trademark in China. Ms. Ay Ling Josaputra, the IP Business Adviser at China IPR SME Helpdesk, will talk about the implications of the new Trademark Law and new Anti-Unfair Competition Law to SMEs, while Mr. Charles Feng, Partner at East & Concord Partners will discuss the importance of collecting evidence when trying to fight the fakes on China’s market. Mr. Feng will also provide a step-by-step guide to effective evidence collection to help SMEs protect their brand.

If you would like to attend, please register with Ms. Cindi Yu at before Tuesday, 3rd December COB.


09:00 – 09:30 Registration and Networking

09:30 – 09:40 Opening Remarks

09:40 – 10:20 Presentation by Ay Ling Josaputra

10:20 – 11:00 Presentation by Charles Feng

11:00 – 11:30 Discussion and Q&A


Ay Ling Josaputra

Ms. Ay Ling Josaputra is the IP Business Adviser at China IPR SME Helpdesk, where she advises European SMEs as well as SMEs from COSME countries on intellectual property rights matters. Ms. Josaputra holds a Master’s degree in Dutch law, with a specialization in European Law and China Language and Culture Studies from Leiden University. She has dedicated her PhD research to measuring the level of IP enforcement in China, while studying and analyzing China’s IP enforcement measures, more in particular in China’s Copyright and Trademark Law.

Previously Ms. Josaputra has worked as a Lecturer of European Law in Leiden University, during which she also advised Dutch ministries on the implementation of the EU law, amongst other tasks. Ms. Josaputra is a native Dutch speaker, she is also fluent in English and Chinese.

Charles Feng

Mr. Charles Feng is the Partner of East & Concord Partners. Mr. Feng was educated in top level law schools in the US and China. He is an IP specialist with substantial experience on intellectual property and anti-trust law in the past 15 years, focusing on IP litigation, IP transaction as well as patent and trademark portfolio management.

He is also the Vice Director of Copyright Society of China, Vice Director General of China Association of Geographic Indication Industry, a Standing Committee Member of China Intellectual Property Law Association as well as a member of American Bar Association, China Bar Association and INTA.

About the EU SME Centre

The EU SME Centre helps European SMEs to get ready for China. Financed by the European Union, the Centre provides practical information, confidential advice, training and business tools to better equip SMEs to develop their business and tackle challenges faced in the Chinese market. The Centre is implemented by six partners – the China-Britain Business Council, the Benelux Chamber of Commerce, the China-Italy Chamber of Commerce, the French Chamber of Commerce in China, EUROCHAMBRES and the European Union Chamber of Commerce in China. To learn more about the EU SME Centre, visit

About the China IPR SME Helpdesk

The China IPR SME Helpdesk provides free information, first-line advice and training to SMEs to protect and enforce their IPR in China. The Helpdesk’s services are free to European SMEs and SME intermediaries (including EU embassies) and include training events in China and Europe; online tools and materials at and tailored advice from our experts by phone (+86 10 64620892), Email ( ) or through the website.

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