Do I need a Chinese trademark to sell on Tmall?

Yes. **Tmall domestic stores** require a valid CNIPA trademark registration. For **Tmall Global** (cross-border), foreign trademark registrations may be accepted, but a Chinese registration provides stronger enforcement tools and is preferred.

Can I sell on Alibaba without a trademark?

You can list on some Alibaba platforms without a trademark, but you'll lack access to brand protection tools, official brand stores, and priority in IP disputes. For serious brand sellers, trademark registration is effectively mandatory.

How do I stop counterfeit sellers on Chinese platforms?

File IP complaints through each platform's protection system (e.g., Alibaba IPP). You'll need a valid trademark registration, evidence of the infringement, and specific listing URLs. Platforms typically respond within 1-7 business days.

What is customs recordation and how does it help?

Customs recordation registers your trademark with Chinese customs authorities, who then monitor imports and exports for counterfeit goods bearing your mark. Customs can seize suspected counterfeits on their own initiative and notify you for confirmation.

How long does it take to get a Chinese trademark for e-commerce purposes?

The standard CNIPA registration process takes **9-12 months**. Since most platforms require a granted registration (not just a pending application), plan ahead. Some platforms accept foreign registrations initially while your Chinese application is pending.

Should I register in Chinese characters for e-commerce?

Absolutely. Chinese consumers search and shop using Chinese characters. A Chinese character mark improves **searchability, brand recognition**, and protection against counterfeiters who may use Chinese versions of your brand. See our guide on [Chinese character trademark strategy](/blog/how-to-register-trademark-china-guide).

Can I enforce my trademark against counterfeiters on Pinduoduo?

Yes. Pinduoduo has an IP protection system similar to other major platforms. Trademark registration strengthens your position in dispute resolution and gives you access to brand verification features. ---

China Trademark for E-Commerce Sellers: Protecting Your Brand on Alibaba, Tmall, and Amazon China

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