Sergey Zuykov, Managing Partner of Zuykov and Partners

In recent years, trade between China and Russia has been continuously growing. Against this backdrop, a large number of Chinese industrial products and consumer goods have flooded into the Russian market, prompting an increase in Chinese companies' investment in intellectual property rights in Russia. Zuykov and Partners, as a professional institution deeply rooted in the Russian legal market, has keenly observed this trend. The firm has not only successfully assisted numerous Chinese companies in establishing and protecting their intellectual property rights in Russia, but has also provided solid legal support and assurance for Chinese enterprises' investments in Russia and the Eurasian region through its professional legal services.

Since its establishment in 2004, Zuykov and Partners (hereinafter referred to as "Zuykov") has grown to have over 50 employees worldwide, with offices distributed across Russia (headquarters), Belarus, Kazakhstan, and the UAE (where its business has not yet commenced). Sergey Zuykov, the founder and managing partner of the firm, shared that, compared to Chinese intellectual property firms that often have hundreds or even thousands of employees, Zuykov's team may seem modest in size, but it is undoubtedly a "major player" in the field of intellectual property in Russia. In addition to being listed multiple times on internationally renowned rankings, Zuykov has also been selected by many Russian media as a top tier intellectual property law firm.

This interview took place during the 13th China Intellectual Property Annual Conference (CIPAC) held in Beijing. At this conference, Zuykov, as an exhibitor, had its managing partner, Sergey Zuykov, invited as a distinguished guest to participate in in-depth discussions on the development of intellectual property protection in Russia and the Eurasian region. During the conference, the interviewer had the privilege of having a face-to-face conversation with Sergey Zuykov, discussing the firm's experiences in expanding into the Chinese market, their service philosophy, and future strategic plans. 

Embarking on the Journey to Explore the Chinese Market

In the past year or two, Zuykov has become one of the most active Russian firms in China's intellectual property field. Sergey Zuykov revealed that with the easing of pandemic restrictions, Zuykov has actively engaged in market activities across China. They have visited a great number of potential clients and successfully established strong cooperative relationships with many Chinese companies. The achievements have far exceeded expectations, giving Sergey Zuykov great confidence in the prospects of the Chinese market. 

"It was indeed challenging at the beginning," Sergey Zuykov recalled. "When coming to China on business, the primary issue for our staff was how to pay. Although work matters could be communicated with email and instant messaging apps, basic needs such as dining, transportation, and accommodation had to be addressed first. In China, people mainly rely on mobile payments, which posed a significant challenge for foreigners." However, Sergey Zuykov can now skillfully use mobile payment, turning obstacles into conveniences and enjoying an unprecedentedly smooth experience.

During communications with clients, Sergey Zuykov gradually discovered that, to improve efficiency, Chinese clients prefer using WeChat for work communication. "Previously, we mainly communicate with email. But now, we also use WeChat as an important tool to achieve faster and more direct information exchange with our clients. To adapt to this new mode, the Zuykov team has been actively learning and using WeChat to ensure seamless connection with Chinese clients and prompt responses to their needs." Sergey Zuykov emphasized that respecting and adapting to local communication habits is one of the keys to Zuykov's success in the Chinese market.

In addition to adjusting communication methods, Zuykov has also achieved a profound integration of professional services and localized strategies in legal services. The firm not only provides professional consultations based on the Russian legal system but also tailors solutions according to the specific circumstances of Chinese enterprises, helping them avoid risks in a complex international environment and maximize the value of their intellectual property.

"We deeply understand that each client has its unique culture background and operation mode, so we focus on thoroughly understanding the specific needs of our clients when providing services, ensuring our recommendations are not only legal and compliant but also effectively address their practical issues" Sergey Zuykov said. "For example, when helping Chinese enterprises apply for patents in Russia, we consider the differences between the legal systems of China and Russia, as well as the unique circumstances of the Russian market, to provide clients with strategies that meet international standards while staying in step with local practices."

"The vitality and potential of the Chinese market are truly exciting. We will continue to explore a service model that works best for Chinese clients," Sergey Zuykov expressed with optimism.

Winning Clients' Continued Trust with Sincere Dedication 

In less than two years of exploring the Chinese market, Zuykov has already made significant progress in the vast ocean of China's intellectual property legal services industry. When asked about the secret to their rapid success, Sergey Zuykov's answer was straightforward: "A sincere attitude is critical in connecting with clients. We try our best in listening to our clients' needs, understanding their difficulties, and treating every consultation with genuine care. This is reflected not only in face-to-face interactions but also in every detail of our services. By establishing an efficient and transparent communication mechanism, we ensure that clients are always informed about the progress of their cases, so as to reduce the anxiety caused by information asymmetry."

"We're not just solving legal issues," Sergey Zuykov explained. "We're helping clients create value, protect their innovations, and support them in their business journeys in China. This commitment that goes beyond intellectual property services is key to winning clients' continued trust."

This "sincerity" is also reflected in Zuykov's pricing system. Sergey Zuykov noted, "To be frank, we are not a firm that competes on low prices, but our prices are not exorbitant either. We position ourselves in the middle of the market, offering quality services at moderate prices. Price is one of the clients' main concerns, so we strive for transparency in our services and pricing. Specifically, we categorize our services into different tiers based on service contents and complexities: trademark services have three tiers, while patent services are divided into four. For each tier, we clearly outline the service contents and corresponding prices, allowing clients to make choices according to their needs and budgets." Sergey Zuykov emphasized, "We hope that through this approach, we could avoid distrust caused by unclear pricing, and let our clients feel our sincerity and professionalism." It is this commitment to sincerity that has earned Zuykov a solid reputation and widespread recognition in the Chinese market.

In Zuykov's view, earning clients' trust is not an overnight achievement; it requires long-term effort and persistence. Sergey Zuykov believes that only by treating every client with sincerity can one earn their ongoing trust and support.

Diving into Chinese Market, Seizing Opportunities for Further Development

Before attending the 13th CIPAC, Sergey Zuykov and his family visited Guangzhou as tourists for the first time. Unlike his previous business visits, this trip allowed him to see China from a different perspective. The vibrant market, diverse culture, and promising economic outlook have reinforced Sergey Zuykov's determination to keep expanding business in China.

"I have great confidence in China's future," Sergey Zuykov remarked with passion. "China has made remarkable achievements in fields like new energy vehicles and communication technology, which truly astonished me. The rapid development in these areas not only showcases China's economic strength but also highlights its innovative capabilities and technological prowess. I believe the Chinese market has immense potential and boundless possibilities."

Regarding Zuykov's future business plans in China, Sergey Zuykov envisioned, "I'm considering setting up an office in China, perhaps as early as next year. Firstly, with such an office, we can reduce communication costs and improve service quality. Secondly, we can get a better insight into the demands and changes in the Chinese market, which will immensely benefit future business development."

This year marks the 20th anniversary of Zuykov's establishment. Reflecting on the firm's two-decade history, Sergey Zuykov said, "I am grateful for the choices we made back then, which was to never give up on building a firm that wins through reputation. This has laid a strong foundation for us to become one of the top five institutions in the field of intellectual property in Russia. I hope that soon, Zuykov will become the largest Russian intellectual property firm serving Chinese clients."

"Today, Russia values cooperation opportunities with China more than ever," Sergey Zuykov added. "Keeping pace with the tide, Zuykov is always dedicated to self-improvement, responding to market changes with professional services and flexible strategies. We look forward to establishing new cooperation models with our Chinese partners to achieve mutual benefits. I believe that through our joint efforts, Zuykov will write a more brilliant chapter in the Chinese market and contribute to the friendly cooperation between Russia and China."