We represented J Sainsbury plc, commonly known as Sainsbury’s, the second largest chain of supermarkets in the UK, in an opposition against a Chinese application for registration of the trade mark “JSAINSBURY” in Class 35 filed by a Chinese company notorious for its numerous bad faith applications for trademarks belonging to others. Although failed in the opposition proceedings before the China Trademark Office (CTMO), we succeed in the review before the Trademark Review and Adjudication Board (TRAB), holding that Sainsbury’s trade name had become known in public prior to the filing date of the opposed mark, which is confusingly similar to the trade name in letter and reading. The registration and use of the opposed mark is likely to mislead the public as to the origin of services and thus will infringe upon the opponent’s prior trade name right. Moreover, there are precedents showing that the opposed party preemptively applied for registration of hundreds of trademarks that are copies, imitations or translations of others’ famous marks, which will not only mislead the public as to the source of goods but also disturb the market order of fair competition, violate the principle of honesty and credibility, and cause adverse social impacts.