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The paper addresses the role of technical standards in bilateral trade relationship between the European Union (EU) and China. Traditional aggregate demand functions for imports and exports have been applied to estimate the effects of national and international standards. The panel dataset covers 14 years (1995–2008) and 36 two-digit technological fields based on the International Classification of Standards (ICS). The results indicate negative effects of purely national Chinese standards but positive effects of Chinese international standards for European exports. European standards and European standards aligned with international standards have a positive impact on exports and imports. Based on these results, we conclude that both China and the EU should increase their efforts to harmonise national standards.