Giving a good name to your Chinese company is an essential step that, if done wrongly, will significantly affect your chances of success. If translating a foreign company name in Chinese, a good approach is to combine both sound and meaning in Chinese characters (dual adaptation). This will increase the chances of your products being remembered and recognised by more local Chinese customers.

Once chosen, it is essential that the company name and trademark are registered in China. To get further advice on registering trademarks in China, contact the China IPR SME Helpdesk, another EU-funded project providing free services to European companies.