The court held that the letter GUCI of GUCIHEAVEN is similar with GUCCI in pronunciation. The Chinese trademark古奇天伦contains all 古奇characters. If the two were used on the same or similar products, it may cause confusion among consumers. The court also held that despite differences in the products’ prices, the distribution channel and consumer group are almost the same. Guciheaven Company fails to prove that the public could distinguish them after using the trademark in question.