In 1994, Guangzhou Liby Enterprise Group Co., Ltd. ("Liby Science and Technology") – a leading Chinese household chemical manufacturer – began with a simple yet powerful mission: “Bringing health and happiness to every household”. Right from the start, they set out to create products that would make a real difference in people's lives.

Over the years, the company has developed a range of products spanning fabric care, dishwashing, and personal care. Their brands—Liby, Kispa, COGI, and Lantian Liubizhi—gradually became household names, eventually reaching hundreds of millions of families not just in China, but around the world.

Innovative manufacturing of eco-friendly laundry detergent

As Liby Science and Technology grew, they invested heavily in innovation and sustainability. They built a national-level enterprise technology center and formed multiple innovation platforms to explore cutting-edge areas like green chemistry and new materials. Their commitment to green manufacturing became a cornerstone of their identity.

The numbers tell the story of their success:

• Eight major production bases

• 30+ branches

• 10,000+ employees

• Annual tax contributions exceeding 1.5 billion RMB yuan (217M+ USD)

International recognition followed, with over a hundred honors including the "World Environmental Conference's highest award - International Carbon-Value Award," "Asia Responsible Enterprise Awards - Green Leadership Award," and "CDP Climate Change Score - Management Level (B)."

With a business strategy guiding them toward smart operations, customer-oriented services, brand leadership, digital operations, and innovation, Liby Science and Technology was ready to take on the world.

Protecting the Liby brand internationally via WIPO’s Madrid System

As the company expanded internationally, they encountered a problem that many growing businesses face; protecting their brand across borders was complicated and expensive.

Every country had different trademark laws and practices. In some markets, they faced the risk of trademark squatting—where others might register their brand names first. Needing to register for multiple product categories in numerous countries, the costs were mounting and procedures were becoming overwhelming.

The company realized they needed an efficient way to protect their intellectual property (IP) globally. After all, a brand isn't just a name — it's the core asset of an enterprise and a "passport" for products to enter international markets.

How the Madrid System simplified international trademark protection

The answer came in the form of WIPO’s Madrid System.

Liby Science and Technology began using the System in 2003, to build a comprehensive international trademark protection network.

“The beauty of the Madrid System was its simplicity – one application, one language, multiple countries.”
Liby Science and Technology

Instead of filing separate trademark applications in dozens of countries, they could submit a single application for an international trademark registration through the China National Intellectual Property Administration. No more repetitive translations. No more multiple notarizations. Just one streamlined process.

The benefits of the Madrid System for Liby

By December 2025, Liby Science and Technology had registered over 2,500 trademarks across more than 100 countries and regions worldwide. Their core brand "Liby" alone – registered through the Madrid System in 2003 – is protected in 60+ Madrid System members.

The benefits extended beyond just convenience:

• Their costs dropped significantly. What once would have required expensive multi-category trademark registrations in each country was now manageable.

• The process became simpler. One application replaced what would have been dozens of separate filings.

• They gained priority protection. A six-month priority right based on their basic application in China helped them stay ahead of potential trademark squatters.

• Management became centralized. Changes, renewals, and other matters could all be handled centrally through WIPO, saving time and increasing efficiency.

• And perhaps most importantly, they gained flexibility. Through the subsequent designation mechanism, they could extend their protection to new export markets whenever opportunities arose.

A bright future strengthened by global trademark protection

Today, Liby Science and Technology continue their global journey and strengthen their IP capabilities.

They remain guided by their original mission—bringing health and happiness to every household—but now with a truly global reach. Their commitment to innovation and green development drives them forward as they work to become a daily chemical enterprise with worldwide influence.

• For consumers around the world, Liby Science and Technology aims to create a "beautiful, clean, healthy" quality of life.

• For the industry, they promote sustainable development.

• And for China, they showcase the excellence of Chinese national brands on the world stage.

From a company founded in Guangzhou in 1994 to a global presence in over 100 countries, Liby's story demonstrates how the right tools—like the Madrid System—can help turn a local brand into an international success.

Find out more about Liby Science and Technology’s international trademark registrations.

More about the Madrid System

The Madrid System is a convenient and cost-effective solution for registering trademarks across 130+ countries by filing one application in one language, and paying one set of fees in one currency.

Source: https://www.wipo.int/en/web/ip-advantage/w/stories/liby-green-laundry-detergent-brand-goes-global-with-wipos-madrid-system