Trademark protection in China is the first order of business for any company serious about doing business with the Chinese. This obligation applies not only to companies exporting their goods to the Middle Kingdom, but also to importers outsourcing their production directly to China. Contrary to popular belief, there have been very significant changes behind the Great Wall in recent years in the area of intellectual property protection, which is becoming increasingly important to the Chinese. The government in Beijing explicitly encourages its entrepreneurs to secure trademark rights without delay, not only in China but also abroad. European companies involved in both importing from China and exporting beyond the Great Wall should also consider trademark protection to effectively protect their interests before entering into business relationships with Chinese partners.