Alice Zhang is a Senior Trademark Attorney, based in Beijing.

Alice has nearly 20 years of experience in the field of intellectual property and has had extensive exposure to trademark strategy and brand protection. Her expertise covers the broad spectrum of trademark prosecution, including registration, oppositions and counterstatements, invalidations, and cancellation reviews. Alice is particularly skilled at developing China-specific trademark portfolio strategies for leading international companies, resolving complex disputes, and providing end-to-end solutions from rights acquisition to enforcement.

Alice has long served internationally renowned multinational corporations that operate in  industries such as entertainment, retail, fast-moving consumer goods (FMCG), technology, pharmaceuticals, luxury goods, and manufacturing. Leveraging her deep understanding of trademark examination practices and judicial protection mechanisms, Alice delivers strategic and practical legal advice that supports clients’ market entry and brand growth in China.

Alice has been recognized for her exceptional professional capabilities with honors, including being listed in ‘Gold Medal Trademark Practitioner’ and ‘Trademark Expert Directory’ by the China Trademark Association.

As a core team member, Alice has handled cases involving:

• Advising a globally renowned machinery component company in successfully persuading the examiner to recognise the client’s trademark as well-known based on the brand’s reputation and evidence of the third party’s copying of the mark across multiple classes, leading to the rejection of the third party’s bad-faith applications.
• Advising a leading international animation brand in invalidating a trademark registered by a third party for nearly two decades, by overcoming the res judicata argument through evidence of extended character fame based on the National Library’s search report and materials proving the third party’s infringing commercial use of the client’s character.
• Advising a prominent international entertainment company in securing the registration of a trademark containing both a personal name and a foreign capital name, by demonstrating through Chinese and international evidence that the secondary meaning of the mark outweighed its geographical meaning.

• Master in Law (J.M.), University of International Business and Economics, China
• Bachelor, Zhengzhou University, China

• Senior Tier - Trademark Expert Directory of China Trademark Association 2023
• Gold Metal Trademark Practitioner - China Trademark Association 2024

• Trade Marks & Brands