The substantive examination is mainly to examine whether the constituent elements of the trademark applied for registration meet the substantive requirements stipulated in the Trademark Law and its implementing regulations, so as to make a decision of approval or rejection. The main contents of the substantive review include:

1. Whether the trademark applied for registration complies with the provisions of Article 8 of the Trademark Law on statutory constituent elements;

2. Whether the trademark applied for registration has the distinctiveness as stipulated in Article 9 of the Trademark Law, and whether it infringes upon the prior rights of others;

3. Whether the application for registered trademark violates the provisions of Articles 10, 1 1 2 of the Trademark Law prohibiting the use or registration of trademarks;

4. Whether the trademark applied for registration violates Article 13 of the Trademark Law, which prohibits the translation, imitation and reproduction of other people's well-known trademarks;

5. Whether the trademark applied for registration violates the prohibition of false geographical indications in Article 16 of the Trademark Law;

6. Whether the trademark applied for registration is the same as or similar to the trademark registered or preliminarily approved by others on the same or similar goods or services;

7. Whether the trademark applied for registration is the same as or similar to the previous trademark applied for by others on the same or similar goods or services;

8. Whether the trademark applied for registration is the same as or similar to the registered trademark that has been revoked, cancelled or expired less than 1 year;