Each year, WIPO publishes the Madrid Yearbook to chart global trademark registrations. The latest edition, released in 4 of 2026, covers data from 2025. It serves as a mirror—revealing how global companies are positioning their brands and where Chinese enterprises stand in that landscape. Learning to read it is like gaining access to an additional source of strategic intelligence.

Total Volume and Top-Tier Market Structure

In 2025, approximately 64150 international applications were filed under the Madrid System. The top five countries of origin were: United States (10997), Germany (6106), China (5636), France (4026), and the United Kingdom (3871).

This dataset conveys two key insights. First, the concentration in top-tier hubs remains high, with Madrid still serving as the primary gateway for developed-economy brands going global. Second, China holds a solid third-place position, significantly ahead of France and the UK behind it, and stands as the undisputed leading user country among Asian nations.

China's Reach: The World's Largest Number of Designated Entities

More intriguing than the application volume is the designated data. In 2025, Chinese applicants designated a total of 76530 items.World's #1On average, each applicant designates approximately 13.6 contracting parties.

Third in application volume, first in number of designations. This combination reveals a typical Chinese strategy: cover more countries per single application and maximize the efficiency of "one application, multiple designations." In contrast, European and U.S. firms tend to target only a few core markets with precision. Neither approach is superior; however, the high average designation count indicates that cost advantages are fully realized only when filing across multiple countries—a tactic Chinese applicants have mastered.

Reference value of the enterprise applicant ranking

The Yearbook also lists companies with the highest number of patent applications. In 2025, L'Oréal ranked first globally for multiple consecutive years with 274 applications, while Huawei ranked fourth with 97 applications. (Both companies are cited solely based on official WIPO statistics.)

The value of the ranking lies not in the positions themselves, but in defining the profile of "power users": enterprises that frequently launch new marks, operate across multiple markets simultaneously, and treat international trademark registration as a routine business practice. For companies planning their global expansion, this ranking serves as a benchmark—the number of international applications submitted annually by industry leaders reflects the intensity of trademark competition within that sector.

Structural signal: Services share rises to 36.3%

Another notable figure in the yearbook: services accounted for 36.3% of total activity in 2025.

Trademark applications for goods have long dominated the Madrid system. The rising share of service marks reflects the global shift of brand economy toward services, digitalization, and experience-based models. In practical terms, going global is no longer just about selling products. Light-asset business models—including cross-border e-commerce services, software subscriptions, content, and entertainment—also require trademark registration upfront. However, selecting appropriate classes and crafting accurate descriptions for service marks involves distinct procedural nuances that must be carefully addressed in your application strategy.

Treat as an annual health checkup

For legal professionals and decision-makers, there are three correct ways to use the Yearbook. First,benchmark: Benchmark layout density against application activity in the industry and key competitor countries. Second,Watch the trend: Rankings by country of origin and trends in category structure are leading indicators for identifying competitive hotspots. Third,Calibrate BudgetData such as specified counts and individual fee levels serve as the practical basis for forecasting next year's overseas trademark budget.

Data doesn't make decisions for enterprises, but it defines the real-world coordinates for them. Understanding the Yearbook is the first step to upgrading Madrid from a "tool" to a "strategic dashboard."

Fuzhou Mingzhi Trademark and Patent Agency (General Partnership)

IP professional agency filed with the China National Intellectual Property Administration

Integrity builds trust; knowledge drives action.

Fujian-based boutique IP firm specializing in niche industries. Core team members have over 10 years of experience, focusing on high-value services including cross-border patents, patent invalidation proceedings, and patent infringement litigation. We uphold the highest standards of professional practice, strictly conduct cross-research using Incopat and PatSeas, maintain a selective caseload, and refuse to accept abnormal patent applications involving mere drafting. We deliver strong protection and high win rates for specialized, innovative, and new enterprises.

Location: Fuzhou, Fujian

Core Business Areas: Domestic trademark registration and Madrid Protocol international trademark filing, patent application agency services, trademark refusal review and invalidation proceedings, IP litigation and enforcement, corporate IP strategic planning, and training.

[Keywords] Madrid trademark, Madrid System, Madrid Protocol, international trademark registration, WIPO International Bureau, exporting trademarks overseas, foreign trademark registration, Fuzhou trademark agency, Fuzhou intellectual property agency

Disclaimer: This article is for general industry education and does not constitute legal advice for specific cases. For case-specific guidance, please consult a qualified trademark agent.