Gowling WLG
Firm overview:
Gowling WLG maintains a strong reputation for trademark prosecution, particularly for European and US clients operating in China. Its Beijing and Guangzhou offices offer filing, opposition work, and portfolio management, with a focus on consumer products and automotive. The firm’s ability to connect China work with its international network is a key draw for multinationals seeking consistency in brand protection.
Gowling WLG has developed a robust trademark and IP practice in Mainland China, with established teams in Beijing, Shanghai, and Guangzhou, supported by its global network. The firm combines local regulatory know-how with international experience to assist brand owners in both prosecution and enforcement of trademarks, designs, and related rights.
Gowling was one of the earlier foreign firms to establish direct filing capability in China. Under Jian Xu, managing director of its China IP unit, it secured a direct trademark filing licence, enabling it to act for clients across all stages of trademark registration and enforcement without always relying on local agents.
The firm’s offering spans non-contentious and contentious services: trademark and design prosecution, oppositions, invalidations, portfolio management, brand protection (including anti-counterfeiting), administrative and civil enforcement, domain enforcement, and trade secrets advisory. Its China IP practice is frequently praised for aligning strategic brand protection with commercial realities.
Team overview:
Jian Xu, Beijing based, is head of IP Prosecution, China. With dual qualifications, including as a Chinese attorney and patent/trademark attorney, he leads prosecution and filings, as well as advising on enforcement/licensing matters. Xu is praised for actionable recommendations and depth of technical understanding.
Elliot Papageorgiou, head of IP Strategy, Enforcement & Trademarks for China, is recognised as a leading practitioner for contentious IP matters and trademark prosecution. He handles strategic portfolio work and litigation/enforcement matters, particularly for international clients.
