Article
Quality over quantity: strategic implications for brand owners as new guidelines emphasise use-focused trademark environment
China's trademark system is undergoing a fundamental transformation from a first-to-file regime to one prioritizing actual use, with sweeping changes to non-use cancellation procedures that now require extensive evidence and legitimate commercial interest. The new requirements impose stricter burdens on both petitioners and trademark owners, fundamentally altering the strategic landscape for brand protection in the world's second-largest economy. These reforms carry significant implications for clearance bu
Kangxin