Application First is the basic principle in China.
This principle is, where two or more applicants apply for the registration of identical or similar trademarks for the same or similar goods, the Trademark Office will grant the trademark right to whichever application is filed first. Where applications are filed on the same day, the trademark right shall be granted to the earliest user, and the other applications shall be rejected and their trademarks shall not be published.
Apparently, where a trademark registration application is identical or similar to the trademark of another person that has, with respect to the same or similar goods, been registered or, after examination, preliminarily approved by the trademark office, the Trademark Office shall reject the application and shall not publish the said trademark.
So if you want to expand Chinese market or product in China. You need register your brands in China to protect them.
Mobile: +86 010 51661047