The core of raising the approval rate is strengthening distinctiveness: avoid generic names, directly descriptive terms, place names at or above the county level, and high-frequency industry words; avoid homophones and variants of prior well-known trademarks; and prefer highly original coined words or meaningless combined words.
These Words Hit Absolute Grounds Directly
Under Articles 10 and 11 of the Trademark Law, the following cannot be registered or are hard to register: state names and signs such as national flags and emblems; place names of administrative divisions at or above the county level and foreign place names known to the public; signs consisting solely of the generic name, design, or model of the goods; signs that merely and directly indicate the quality, raw materials, function, use, or other characteristics of the goods; and other signs lacking distinctive character. Signs that are deceptive, detrimental to socialist morals and customs, or otherwise have an unhealthy influence are likewise prohibited.
These Words Carry High Relative-Grounds Risk
Industry buzzwords and auspicious words (such as "优选", "臻品", "鲜丰") have enormous filing volumes, dense clusters of prior trademarks, and a high probability of colliding with a similar mark. Homophones, character-swapped versions, and prefix- or suffix-added forms of well-known brands can not only be rejected but may also be held to be bad-faith registrations.
What Kind of Name Has a High Approval Rate
Ranked by distinctiveness from strongest to weakest: coined words (such as "Kodak") are the strongest; arbitrary words (existing words unrelated to the goods, such as "Apple" for computers) come next; suggestive terms follow; descriptive terms are the weakest. When naming, aim for the first two categories.
Recommended Naming Workflow
First produce candidate names in batches; run identical and similarity searches and a distinctiveness self-check on each one; screen out those with obstacles or weak distinctiveness; and finally obtain a professional approval-rate assessment on two or three shortlisted names before finalizing and filing.
If you are unsure about the above issues, you can first run a trademark registration assessment on MyTMBee and act after obtaining an analysis opinion from a record-filed agent.