Businesses that plan to enter China should register trademarks with the China Trademark Office as soon as possible. According to Maarten Roos, a leading international IP attorney in Shanghai, “This is the very first step to ensure that one’s IP rights are actually protected under Chinese law.” Because China has a “first-to-file” system for trademarks and patents, the registration of such products and marks is open to third parties. Michael Jordan, for example, owns the trademark to his name and accompanying brands in the U.S., but does not have full ownership in China. Therefore the third party that owns his Chinese translation, “Qiaodan,” is within its full rights to market basketball shoes and athletic apparel in Jordan’s Chinese name. - See more at: http://www.alizila.com/selling-china-five-steps-protect-your-intellectual-property#sthash.nKy5Gi1F.dpuf