It is important to register your brand as soon as possible when you do business with China. While you might be the owner of your brand in Europe, this is no guarantee your brand is still unregistered in China. You’re in danger of brand theft when you make your brand visible in China, for example when you visit a trade show.
When your logo or brand name is registered with the Chinese trademark office it takes about a month until your brand is protected. After that it takes another two months to a year for the office to reject or take in your application. A year after the application, when everything is in order, the trademark will for the time being be registered to your name.