TRADEMARK ROUTES · INTERNATIONAL APPLICANTS

Madrid designation or direct China trademark filing?

Both routes can be relevant to an overseas brand. A Madrid international application can designate China through WIPO; a direct national application proceeds under China’s domestic system. Neither route automatically guarantees protection in China.

Decision pointMadrid designationDirect China application

Starting recordRequires a qualifying home application or registration and eligibility under the Madrid System.Prepared as a China national application with the responsible domestic handling party.

AdministrationInternational registration and later portfolio administration through WIPO, subject to each designated office’s decision.China-specific filing, notices and prosecution under CNIPA procedure.

Scope questionsDesignated territory, goods/services, basic mark and any China-specific issue.Exact sign, Chinese wording, goods/services and any related filing or priority history.

When to explore Madrid

It is worth comparing when an applicant already has a qualifying basic mark and seeks protection in several Madrid members. WIPO says the office of each designated member examines the request under its domestic law; an international registration by itself is not a promise that China will accept the mark. Check the scope of the home mark and the countries actually designated.

When to explore a direct China application

A national route can be appropriate when China-specific wording, timing, mark variants or response strategy need separate attention. For a foreign company without a business domicile in China, CNIPA states that domestic trademark matters must be handled by a lawfully established agency. Confirm the actual agency before instruction.

Four facts to gather for either route

The owner and exact mark or variants proposed.
Any home application, registration or existing Madrid international registration.
The products/services and markets to be covered; mainland China is not a substitute for separate Hong Kong or Macao planning.
Any earlier filing, priority claim, conflict or approaching date.

Compare your routes ↗ China trademark service overview →

Primary sources

WIPO Madrid System overview · WIPO application process · CNIPA foreign-applicant guidance. Reviewed 10 October 2026. Fees, procedure and country coverage can change; this comparison is not a route recommendation for a particular mark.