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The article comments on brand piracy in China and how reforms to the country's trademark system can impact the situation. It mentions that brand owners choose to international registration (IR) through the World Intellectual Property Organization (WIPO) or to a file trademark application with the Chinese Trademark Office (CTMO). It highlights trademark classification system of China, and problems associated with enforcement of IR.

In this article, the authors offer guidance to brand owners doing business in China. They mention the growing concern of trademark piracy in China which is due to less number of Chinese speaking English in their nation. They add because of this, the overseas brand owner face the threat of losing the Chinese brand and being sued by the third party registrant for using it.