On Monday July 21, 2025, the Symposium on “Challenges and Strategies for Trademarks and Brands of Enterprises Expanding into Europe”, which is hosted by Wanhuida Intellectual Property, in combination with Shanghai Trademark and Brand Association, Shanghai Business Information Center and the firm’s affiliate Beijing Wanhuida (Shanghai) Law Firm, organized by the Beijing Justra Intellectual Property Center, is held at the premises of Wanhuida Shanghai Office.
Bai Gang, Founding Partner and Management Committee Chair of Wanhuida Intellectual Property delivers welcome remarks at the event. Mr. Bai accentuates that under the context of globalization, Chinese businesses looking to expand into the European market need to navigate complicated IP regime and sometimes wrestle with pre-emptive trademark registrations. He advocates for the concerted efforts from the government and the business community to address the challenges.
Bai Gang
Etienne Sanz de Acedo, CEO, International Trademark Association (INTA) shares insights on “Chinese Brands Internationalization: Challenges and Opportunities”. Mr. Acedo highlights that branding, cultural barriers and regulatory compliance is the primary challenges faced by the Chinese businesses in their globalization process. In addressing these matters, Chinese businesses could leverage licensing, as well as company & brand acquisition to clear the market hurdles and to unleash brand potentials.
Etienne Sanz de Acedo
Fan Yun, President, Shanghai Trademark and Brand Association, delves into the “Mandate and Opportunities of Chinese Businesses Expanding Overseas”. Ms. Fan underlines the three mandates of these outbound companies: increasing the resilience of Chinese industrial supply chain, identifying room for growth and fueling industrial upgrading. She makes the point that Chinese businesses need to focus on improving localization and sustainable innovation efforts and developing ecological synergy.
Fan Yun
Dr. Pierre Xiao Lu, Dean, Institute of International Luxury Brand Strategy, speaks on “International Branding Strategy: Opportunities and Challenges of Chinese Companies entering the European Market”. Dr. Lu underscores the three prerequisites for Chinese companies to thrive in the oversea market: products or services appealing to the consumers in the target market, an impactful brand, and a solid framework to mitigate legal risks. To underpin the endeavor, Chinese companies need to formulate and execute an effective global branding strategy and build a strong IP portfolio.
Dr. Pierre Xiao Lu
Business expert Hervé Destribats speaks on the “New Opportunities in Europe for Chinese Entreprises: Licensing and Brand-Related Services”. Mr. Destribats cautions that as the European market is highly regulated, Chinese companies seeking market entry need to build trust and brand reputation and align with local regulatory and cultural norms. Chinese companies are recommended to strategise and proactively seek brand licensing and collaboration opportunities to mitigate potential commercial & legal risks.
Hervé Destribats
Li Bin, Partner and Management Committee Secretary, Wanhuida Intellectual Property, elaborates on “Building Trademark Portfolios and Addressing Trademark Disputes in EU”. Ms. Li prepares the floor on the EU trademark prosecution practices, offering practical takeaways of simultaneously filing national applications in selected key EU countries and community trademark applications to maximize the protection scope of the trademarks.
Li Bin
Ma Teng, Legal Director, MINISO CO., LTD. elucidates on “MINISO Oversea IP Practice”. He shares the best practice of MINISO on building a global trademark portfolio, stressing the significance of proactive approach, agile filing strategy, conscious screening of sensitive elements, compliance with local practice as well as robust evidence collection.
Ma Teng
The Symposium is moderated by Dr. Huang Hui, Partner and Management Committee Member, Wanhuida Intellectual Property.
Dr. Huang Hui
Yuan Lijun, Director of Shanghai Business Information Center, Monica Su, Chief Representative Officer, INTA China Representative Office, as well as Zhu Zhigang, Partner, Wanhuida Intellectual Property are also present. The event, which is well attended, attracts around 50 participants from local businesses.
Participants