品牌由来 Story 2 / 3创业者经验

一个名字：被抢注之后，我们学到了什么

名字不是你起了就算你的。我们的品牌名曾遭遇被他人抢先注册，后来通过合法途径解决。这篇文章不讲对方是谁，只讲我们错在哪，以及你能避开什么。

A Name: What We Learned After It Was Taken

A name is not yours just because you thought of it. Our brand name was registered by someone else first; the matter was later resolved through legal channels. This article names no one — only our mistakes, and what you can avoid.

关于本文的边界：以下内容只陈述客观经过与我们自身的经验，不指向任何具体主体，不对任何主体的行为作法律定性，不构成法律意见。涉及商标的具体问题，请咨询专业代理机构或律师。

一、经过

做品牌的第一年，我们犯了一个很贵的错。名字想好了，产品也做了，去提交商标注册申请的时候才发现——「卤阳」这两个字，已经被他人抢先注册在先。2025 年，我们正式提交「卤阳湖」商标注册申请时才发现，该名称已被他人在先注册。

后来我们通过合法途径把问题解决了。代价是时间、金钱，以及整整一年的不确定性：那一年里，我们不知道这个牌子最后能不能叫这个名字。

这件事教会我们的第一句话很朴素：在中国做品牌，名字不是你起了就算你的；你不注册，它就是无主之物。

二、我们错在哪

第一，先做产品，后查名字。我们把顺序搞反了。产品可以慢慢改，名字一旦撞车，前面的包装、印刷、宣传物料全部作废。

第二，只看了眼前那一类。商标注册按类别保护，你今天卖的是化妆品，明天可能做洗护、做香氛、做周边。只注册眼前的一类，等于把未来的路留给了别人。

第三，用了偏通用的词。越像地名、越像品类的词越难被保护。「卤阳」来自真实的湖名，这既是它的力量，也是它的风险。

1. What happened

In our first year we made an expensive mistake. The name was chosen, the products were made, and only when we filed the trademark application did we discover that "Luyang" had already been registered by another party. In 2025, when we filed the application for the "Luyang Lake" mark, we found the name had already been registered by an earlier applicant.

The matter was later resolved through legal channels. The cost was time, money, and a full year of uncertainty — a year in which we did not know whether the brand would be allowed to keep its own name.

The first lesson was plain: in China, a name is not yours because you thought of it. If you do not register it, it belongs to no one.

2. Where we went wrong

First: product first, name search second. We had the order reversed. Products can be revised slowly; when a name collides, every package, print run and campaign already produced becomes waste.

Second: we registered only the class in front of us. Trademark protection is organised by class. Cosmetics today may mean hair care, fragrance or accessories tomorrow. Registering only today's class leaves tomorrow's road to someone else.

Third: the wording was too generic. The more a name resembles a place name or a product category, the harder it is to protect. "Luyang" comes from a real lake — which is both its strength and its risk.

时间线：名字定下、发现已被抢注、走合法途径、拿回名字 — 客观经过时间线 · Timeline of what happened（不涉及任何第三方主体信息）

三、三条必须知道的硬知识

1. 在先申请原则。商标权一般授予申请在先者，而不是使用在先者。「我先用的」在很多情形下并不能直接对抗一个在先申请。

2. 类别表共 45 类。你要按自己现在与将来可能涉及的商品/服务选择类别；核心类别之外，通常还要考虑关联类别与防御性布局。

3. 初审公告后有 3 个月异议期。商标通过初审后会公告，任何人在法定期限内可提出异议。这意味着「拿到受理通知书」不等于「拿到商标」。

以上为经验性提示，具体规则以国家知识产权局现行规定与官方发布为准。

3. Three hard facts worth knowing

1. First-to-file. Trademark rights are generally granted to the first applicant, not the first user. "We used it first" does not, in many cases, defeat an earlier filing.

2. There are 45 classes. You select classes covering what you sell now and what you may sell later; beyond the core class, related classes and defensive filings are usually worth considering.

3. A three-month opposition window follows preliminary examination. After a mark passes preliminary examination it is published, and any party may oppose it within the statutory period. A receipt of filing is not a registration.

These are practical notes, not legal advice; the current rules of the China National Intellectual Property Administration govern.

三条避坑清单：先查商标再定名、公司与商标同天提交、避开通用词 — 三条避坑清单 · Three checks before you commit to a name

四、为什么把它讲出来

当年没有人跟我们说过这些话。所以我们今天把它写出来，给正在做牌子的人。

一件糟糕的事，如果只留在自己这里，它就只是成本；讲出来，它才可能变成别人的避坑清单。这也是我们对「资产」的理解：能被反复使用、且随时间增值的，才叫资产。

如果你正在起名字，或者已经起了名字还没提交申请——希望这一页能替你省下一年。

4. Why we tell it

Nobody told us any of this at the time. So we write it down now, for whoever is building a brand today.

A bad event kept to yourself is only a cost. Told, it can become someone else's checklist. That is also how we understand the word asset: something that can be used again and again, and gains value with time.

If you are choosing a name — or have chosen one and not yet filed — we hope this page saves you a year.

一枚名字的诞生记：五幕小动画

名字被驳回的那天，我们在商标局大厅里听到的每一句「已注册」，都像一枚钉子。后来是一个人、一辆摩托、一片湖把答案找了回来——藏语里，湖叫「措」。再回到大厅时，申请表上写的是：宝措卤阳。下面是这五幕的示意动画。

The day the name was rejected, every "already registered" at the trademark office felt like a nail. Later, one person, one motorcycle and one lake found the answer — in Tibetan, a lake is "cuo". When we filed again, the form read: Baocuo Luyang. Five scenes, sketched below.