The function of a commodity determines its function. In the market, goods with the same or similar functions are often produced or operated by enterprises in the same industry, and are generally sold at the same counter or through the same store. Consumers often seek the same channels to buy goods. Therefore, it is easy for consumers to confuse the use of the same or similar trademarks on these goods with the same or similar functions. For example, TV and audio are used for people's vision or hearing, and they are audio-visual tools for people's daily cultural life. Therefore, those with similar functions should be regarded as similar commodities, and different parties are prohibited from using the same or similar trademarks.

(2) Consumers of commodities

For some goods with the same consumers, the operators are often the same, and the marketing and circulation channels are the same. Consumers are also easily confused by using the same or similar trademarks for these goods with the same consumer. For example, consumers who buy tables often want to buy chairs. Therefore, tables and chairs are the same consumer and belong to similar goods. Using the same or similar trademarks may cause confusion.

(3) the sales channels of commodities

For goods with the same sales channel, such as goods sold at the same counter or store, consumers will also be confused by using the same or similar trademarks for these goods that are often placed in the same or similar position. For example, drugs for treating heart and stomach are sold through pharmacies, drug counters in shopping malls or pharmacies in hospitals. Therefore, the two drugs have the same distribution channels and similar ingredients, and using the same or similar trademarks may cause confusion.

Generally, we can judge the similarity of goods from three aspects: the function and use of goods; Consumers of goods; The sales channels of commodities.