“Bargaining power is tilting in favour of Chinese licensees” as country’s appetite for top brands continues to grow

A feature in the current issue of World Trademark Review explores China’s trademark licensing landscape and charts its development over recent years. Traditionally, rights holders proved hesitant to exploit the potential of this huge market, which was long seen as fraught with risk and difficulty. But today, licensing into China is a lucrative industry – and Chinese licensees are far more sophisticated when it comes to doing deals.