WIPO China: CIFTIS Themed Event Focuses on Brand Globalization and High-Quality Development

On September 10, the “Themed Event on High-Quality Brand Development and Global Strategy” was successfully held at Beijing Shougang Park as part of the 2025 China International Fair for Trade in Services (CIFTIS). Co-hosted by the World Intellectual Property Organization (WIPO) Office in China and Beijing Municipal Intellectual Property Office, and jointly organized by Shijingshan District IP Office and Beijing IP Operation Management Co., Ltd., the event focused on digital-era trademark protection and management, brand revitalization, and corporate strategies under the theme “Innovation, Protection, and Development: Building a New Global Brand Ecosystem Together”. Ms. Liu Hua, Director of WIPO Office in China, Mr. Lu Pengqi, Deputy Commissioner of China National Intellectual Property Administration(CNIPA), and Mr. Tang Wenhong, Party Group Member of Beijing Municipal Government, delivered opening remarks. Over 100 representatives from government, academia, business, and general public participated.

In her opening remarks, Ms. Liu pointed out that brand development in the digital intelligence era features two major innovation waves: digital innovation (AI, blockchain, etc.) and deep science innovation (biotechnology, nanotechnology, etc.). These two waves have reshaped global industrial landscape and brand connotations. Driven by digital and AI technologies, brand creation and dissemination methods have fundamentally changed, such as Nike’s customized sports shoes, Alibaba’s customer service, Coca-Cola’s consumer-generated advertising content, and ByteDance’s targeted content delivery. AI has become an important engine for shaping global consumer trust and enhancing sustainable value.

Ms. Liu stated that China has 76 brands selected for the World’s Top 500 Brands in 2025, ranking second globally. WIPO’s 2025 Global Innovation Clusters ranking shows the Shenzhen-Hong Kong-Guangzhou cluster ranked first worldwide, while Beijing and Shanghai-Suzhou entered the top 10, showcasing China’s innovation capabilities. She emphasized that WIPO will continue cooperation with China to promote policy innovation, align international frameworks, and cultivate globally influential industry and regional brands.

Mr. Lu noted that in recent years, CNIPA has constantly strengthened trademark and brand-related work. In legal protection, it launched a new round of Trademark Law revision. In application benefits, trademark pledge financing registration exceeded 300 billion yuan in 2024. In protection level, it combated 427,000 cases of “malicious” trademark registration. CNIPA will accelerate the formulation and implementation of trademark brand strategies, promote technological innovation and trademark brand cultivation, and systematically build a matric for global expansion of trademark brands.

Mr. Tang stated that in WIPO’s 2025 Global Top 100 Innovation Clusters ranking, Beijing ranked 4th, with valid invention patents, invention patents per 10,000 people, and valid trademark registrations all leading nationally. In recent years, Beijing has continuously optimized its business environment, strengthened trademark brand cultivation, and fostered a group of internationally competitive well-known trademark brands. Beijing will actively respond to digitalization trends and further deepen cooperation with WIPO.

In his keynote speech, Mr. Benoît Apercé, Communications and Information Manager at WIPO’s Madrid Information and Promotion Division, introduced the Madrid System’s role in Chinese enterprises' global expansion. He noted that global brand value reached $14 trillion in 2025, and the Madrid System, as an international trademark registration system, allows enterprises to manage trademarks in over 130 countries through one application, saving up to 30% compared to direct applications. Mr. Apercé mentioned that China ranks first globally in trademark applications, with Huawei and BYD both in the top 10 in Madrid applications, and Chinese enterprises have maintained over 6% annual growth through the Madrid System since 1989. He also introduced WIPO’s digital transformation progress and encouraged more Chinese enterprises to utilize the Madrid System to build international brand image.

Mr. Ma Fu, President of China Trademark Association, Mr. Etienne Sanz de Acedo, CEO of International Trademark Association, Ms. Qiao Xuehui, Director of Political Department of Beijing People’s Procuratorate, Mr. Fang Wei, Vice President of Beijing Intellectual Property Court, Mr. Kang Tack-jung, IP Attache Counselor of Korean Embassy in China, and Mr. Fan Junwei, Vice President of ANTA Group, delivered keynote speeches on digital-era brand protection, trademark value creation, judicial safeguarding, international legal rules, and corporate global expansion, sharing cutting-edge perspectives and practical experiences.

The high-end dialogue was moderated by Professor Zhang Guangliang from Renmin University of China School of Law. Panelists including Mr. Kagoshima Naoto, Deputy Director of IP Department at JETRO Beijing Office, Ms. Qu Shaochen, General Counsel of Beijing Tong Ren Tang Chinese Medicine Co., Ltd., Ms. Diao Yunyun, Vice President of Legal Affairs at Tencent Group, Mr. Ban Feng, Chairman of Tianjin Publishing and Media Group, and Mr. Zhang Rui, CEO of Beijing Mozlen Technology Co., Ltd., explored “Trademark Brand Protection and Strategy: Safeguarding High-quality Development of Enterprises”, providing valuable insights and takeaways for participants.

The 2025 CIFTIS, themed “Embrace Digital Intelligence, Empower Trade in Services”, attracted over 70 countries and international organizations plus nearly 2,000 enterprises, including nearly 500 Fortune 500 companies. As a key component of CIFTIS, this “Themed Event on High-Quality Brand Development and Global Strategy” established a high-end platform for global trademark brand exchange and cooperation while unveiling achievements including Beijing’s “Double Five-Star” AI patent database, Shijingshan District IP Financial Services Station inauguration, and multiple IP finance ecosystem partnership agreements. These initiatives will drive patent transformation and financial service innovation, supporting global brand ecosystem development.