The European Union's trade chief today warned that China will face a backlash in Europe if it doesn't improve market access or better protect intellectual property rights.
EU Trade Commissioner Peter Mandelson said China's growing economic might means that it has greater responsibilities to "apply rather than circumvent the rules.
"The more the Chinese door swings open and the world sees a responsible China playing by the rules, the more our citizens will be able to understand our shared interest in deepening our relationship," Mr Mandelson told students at Renmin University.
Mr Mandelson said both the EU and China have to "commit to openness and resist protectionist pressures".
European and US companies have complained about the volume of pirated goods in China, which they say have cost them billions of euros in lost revenue.
Despite repeated crackdowns by the Chinese government, counterfeit versions of movies, branded clothes and medicine are still readily available.