China’s emerging middle class and their desire for accessible luxury continues to grow especially for international brands.

China to become the world’s largest retail market in 2016


Total retail sales across the globe will reach $22.049 trillion in 2016 and $27 trillion in 2020 according to eMarketer. Total retail sales in China will reach 4.886 trillion this year, bypassing the U.S. to be the largest retail market in the world.

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Why You Should Register Your Trademark in China Now


Brands thinking of selling to Chinese consumers through e-commerce marketplaces such as Moonbasa are required to register their trademark in China and need to take steps to protect it. China is a “first to file” country, which means the China Trademark Office (CTMO ) generally awards registration for a specific trademark in a specific product category to whomever files for it first—regardless of whether the trademark truly belongs to the filer.

As soon as you start to look actively at the Chinese market, choose a trusted partner, follow these steps, protect your trademark and start scaling your business in China. Business in China can be easy when you understand, and respect, the local rules.

Step 1. Decide on materials to trademark in China

Start by registering your brand name and/or logo, in both English and Chinese. This gives you the core protection required to do business in China. You should then establish the form in which the value of the brand name exists. China differentiates between image and text trademarks so it’s important to understand whether the true value of your brand lies in an image, a text name, or as in many cases, both.

Step 2. Choose a Chinese Name for your brand or products

As a brand owner, you must realize that, 9 times out of 10, the Chinese consumer will discuss your brands using local terms of reference. Creating and protecting a potentially valuable Chinese brand or product name is also key when you are entering the China market.

Step 3. Establish which classifications of merchandise to register your trademark in China

Consider trademark registration for all of your potential areas of business activity in China. This will prevent local competitors from eroding your brand value by selling similar or complimentary goods using your brand name or imagery.

Step 4. Choose a trusted intermediary 

Moonbasa works as your trusted intermediary to register trademarks with complete transparency when you open a webstore on the platform. Local law firms are also available.

Step 5. Conduct a pre-application search of your trademark in China

Once you’ve chosen a trusted partner, the process will start with conducting a pre-application search of the China Trademark Office’s database, to confirm whether your trademark is valid for registration. If it is valid it then must be confirmed whether the trademark has already been registered in China. With luck the trademark will be available, and you will avoid having to deal with a ‘trademark squatter’ in China. In a case where your trademark is not available you can consider registering another form of your brand name by adding Lifestyle for example.

Step 6. Submit your documents for trademark registration in China

In order to use a corporate entity to own China trademarks (rather than an individual), key documents from your company such as your Certificate of Incorporation and passport data pages for Directors must be prepared. All of these documents need to be translated into Chinese and submitted, including the materials to be registered and a signed Power of Attorney. The Chinese authorities will typically confirm acceptance or rejection of the trademark registration application within 30 days.

In the event that your China trademark application is successful you can start actively building the brand in China. Official certificates of trademark ownership in China will be issued to you within 6 to 8 months (although it can sometimes take up to 18 months).

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China continues economic expansion offering growth opportunities for US brands

China’s consumer economy is expected to expand by about half by 2020

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E-tailer Moonbasa Identifies 15 Store Locations in China


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Why “Customer First” Should be the New Mantra in China

Chinese automakers are selling more cars than ever before. But Chinese drivers aren’t especially enjoying the experience. According to a new study from market research firm J.D. Power, Chinese satisfaction with the whole process of buying a new car — everything from the showroom to the salesperson — declined in the last 12 months. And those who bought local cars had the worst experiences: Only five Chinese brands made it into in the top 25 for overall sales satisfaction — in China.

That’s probably not the sort of statistic that keeps Chinese leaders awake at night. But it should, given that China’s manufacturing-based economy is rapidly transitioning into one largely based on services. As Chinese consumers become richer and more sophisticated, their expectations for quality of service are rising as well. Meeting those demands is going to require a fundamental shift of mindset across a whole range of industries, from cars to clothes.

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Department of commerce commercial services learns about Moonbasa and how small to medium US Fashion brands can sell in China.

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What influences Chinese shoppers to buy foreign brands?

SHANGHAI: Status no longer drives Chinese consumers to buy international clothing brands, but they are still willing to pay a premium of more than 20%, a new survey has found.

Almost half of Chinese consumers say they prefer global apparel brands over domestic brands, and their willingness to pay extra is because of perceptions about the superior quality and design of foreign clothing.

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Wondering about the habits of China’s online shopper?

Chinese online shoppers can be categorized into six types, the frequent women shoppers, the quality-conscience men shoppers, the young shoppers, the middle-age shoppers, the high-income shoppers, and the practical shoppers.

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China gets into the health and wellness trend with non-luxury brands leaving opportunity for lesser known.

For Beijing resident Alex He, the cost of a trip to the mall can easily top $3,000. He, 29, works in the finance industry and while he doesn’t regularly go shopping for clothes, “when I do shop,” he said in an interview, “I buy a lot.” Recent purchases include several pairs of Adidas shoes that he found at an outlet mall. He also fancies Under Armour shorts and shirts. “I used to buy a lot of luxury brands but in the last year or so I’ve been purchasing more of the sports brands because they are more comfortable and more fashionable,” said He.


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Do you know how to market your brand in China?

Chinese millennials are the future market and already a powerful consumer group today.

Having grown up in an increasingly wealthy China, they are optimistic about their future and curious about any products the world has to offer. Millennials live and spend in the “here and now”, rather than being concerned about possible upcoming hardships.

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