How Can E-Commerce Platform And Brand Rights Holders Achieve Effective Synergy Against Counterfeiting?

Alibaba

Chief management officer Zheng Junfang keynote speech at the conference

In July 1st, LV, Burberry, HP,

There are more than 100 domestic and international lines with a long history.

The big guys gathered in Hangzhou. They were invited to Alibaba to discuss a topic: how can the e-commerce platform and brand rights holders achieve effective and effective cooperation in the Internet era?

This is the Alibaba's first "rights people co creation society". Chief management officer Zheng Junfang (Shi Tai) shared the latest 2016 year governance results with hundreds of brand representatives, and announced that "the platform for the co construction of rights holders" was formally launched. This is the first global electricity supplier + right person co construction system centered on brand rights people in the real sense.

It can be noted that Zheng Junfang's identity has also changed. At the meeting, she announced that she had officially stepped down as vice president of CFO and worked full-time for the platform management.

Zheng Junfang said that "one can not be less" on the issue of knowledge production protection. Only the electronic business platform, brand rights holders and law enforcement agencies actively communicate with each other, and become allies, can we create a multi-mode participation and social co governance mode of knowledge production protection cooperation in a complex and changeable Internet environment, so as to get better experience and effect of knowledge production protection, and form a truly benign cycle.

On the same day, China and Britain Trade Association (CBBC), the China Association of foreign invested enterprises, the 7 major industry associations, such as QBPC, also participated in the co creation with Alibaba and branding.

Big data help brand counterfeiting

According to the data of China Consumers' Association in 2015, fake complaints accounted for about 25% of the total complaints of online shopping. From the point of view of the growth rate of complaints, from 2011 to 2015, the growth of the proportion of complaints was far lower than that of online shopping.

In his speech, Zheng Junfang said that the rapid development of China's e-commerce industry today, the home of intellectual property protection has quietly shifted from offline to online, while Internet technology has promoted the rapid development of electricity providers, and has also provided new means for the protection of intellectual property rights.

"Nowadays, through the rational use of big data technology, we can not only quickly discover the offline manufacturing base, but also dig out pnational counterfeiting groups."

Last year, the cooperation between Alibaba and Cartier cracked a case of counterfeiting and selling fake goods. Although online sales were only 50 thousand yuan, they tracked down a large number of offline sales channels, and the amount involved was as high as 90 million.

Another case of counterfeiting originated from counterfeit LV produced by Guangdong counterfeiting gang and sold to Dubai in a pnational fashion. The case involved 7 suspects and 6000 counterfeit LV products and semi-finished products.

Zheng Junfang said, this is the advantage of the Internet. All business behaviors on the Alibaba platform can be found, and the advantage of big data can be exploited to help the brand fight against fake products better.

Fu Xiaolin, a senior manager of HP Asia Pacific brand protection, told reporters that HP lost 30~50 billion dollars a year due to counterfeiting, fraud and theft. In the global trade, 5% to 7% of its products are counterfeiting, piracy and parallel imports. "Therefore, counterfeiting can really bring benefits to the brand". As a fake partner, Tmall has already become an important anti fraud clue provider for HP. After the brand has launched a complaint online, the platform can track down the strongholds under the fake centralized line, so as to link up with industry and commerce, public security and so on.

Four initiatives to reduce the cost of safeguarding rights

In the first half of 2016, according to the feedback of brand rights holders, Alibaba made four major initiatives, including the creation of a Shanzhai brand innovation management mode based on "public appraisal" as the core to solve the brand rights holders' long-standing demand for rights protection.

In addition to routine complaints and offline attacks, Alibaba has launched four major actions, namely, "LOGO smear governance", "Shanzhai governance", "sweeping haze action" and "repeated tort management", which have achieved good results respectively.

Zheng Junfang introduced that only "sweep haze action", through the rule of propaganda, release interception, stock cleaning and other means of multi pronged approach, the "same section", "imitation", "comparable" or other brand names or through the brand name stacked and drained commodities have been strict and active disposal.

By the end of June 2016, the "haze action" had handled over 20 million merchandise suspected of improper use of other people's rights. It not only made the front page more relaxed, but also made the brand complaint volume drop by more than 5.

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Alibaba has the world's leading active prevention and control system.

In 2015, with the help of the technology of infringement identification, the amount of fake commodities that Ali discovered and intercepted voluntarily was 8 times the amount of merchandise deleted by the brand owner after the complaint, and this figure increased geometrically after the rapid upgrading of the tort recognition technology. In 2015, the number of intercepted goods was 8 times that of the rights holders, and it has soared to 22 times in the first half of this year.

That is to say, before the right person complained about a commodity, there were at least 22 counterfeit goods discovered by Ali and taken the initiative to deal with it.

Zheng Junfang said, "this is only part of our active prevention and control system. In addition, we have established the most professional image recognition system in the world, and real-time scanning through picture algorithm technology.

In short, our technological upgrading can effectively help brand rights holders to reduce the cost of safeguarding rights and improve the efficiency of knowledge production protection.

There are also new developments in the definition of cottage brand. Zheng Junfang called it "Ding Jun Shan" project internally. Because many cottage brands had a formal registration process, it was difficult to decide whether it was illegal or not. So the Alibaba would first use their big data model to define products, and then sent it to the public judges to vote. Only in the first half of 2016, the Tmall platform delisted and cleared 167 shops. This year, the mechanism will try to implement on Taobao platform.

The protection of intellectual property needs the cooperation of the obligee.

At the meeting, Zheng Junfang also shared the practical difficulties encountered by the electronic business platform in implementing the protection of intellectual property.

She pointed out that for a large number of trademark rights and copyright disputes, the e-commerce platform has limitations on each brand's professional knowledge, and the fake goods are subject to certain restrictions directly according to the model.

However, in reality, the right people randomly identify, do not cooperate with the appraisal, or even forge forged credentials, and provide false trademarks, complaints, authorization letters and other bad acts, which frequently affect the normal rights protection work of the platform, and also cause harassment to the management of the normal sellers.

In a recent infringement complaint, Alibaba launched a sampling test for a well-known cosmetics group in South Korea and launched a spot check on its official flagship store. However, the first time the brand China team identified and the two re inspection results were all fake.

Subsequently, the sample was sent to the South Korean headquarters and finally identified as genuine.

"The fight against counterfeiting needs the joint efforts of the whole society, and the Alibaba family is definitely not."

Zheng Junfang said that Ali developed a platform for the construction of "rights holders", and invited them to join the integrity rights protection mechanism of Ali and cooperate with the good faith holders who have strong desire to participate in the protection of intellectual property.

"We hope that through this Internet based co construction mode, we can truly empower the right people to help them enhance the efficiency of knowledge production protection and reduce the cost of counterfeiting."

"The right person to build platform" on-line, the first phase of more than 180 brands to join.

"The right person to build the platform" is the first global electricity supplier + right person co construction system in the true sense of brand rights.

The platform will search the whole network according to the big data model according to the brand, product model and fake characteristics provided by the brand owner, and provide the right person with the suspected infringement link that needs professional judgment at any time.

After the right person makes a judgment, it can make a single key complaint on the infringement link through the credit account number, and Ali will make the decision according to the platform rules.

As Yao Zhiwei, director of the Law Research Institute of Guangdong University of Finance, said, if there is no network platform, it is not only high cost but also high risk that the rights holders need to go on line to run the market.

"In the Internet age, the cost of the right person is to search on the Internet and then send links - this work can be done in the US office, not even to China."

He believes that "rights holders have no reason not to cherish such cooperation."

At present, more than 180 brands have joined the "rights co construction platform" in the first phase. They are all members of the integrity and rights protection mechanism of Ali. Many of them have also designated special persons to manage complaints accounts of integrity, and are committed to putting more resources into the protection of knowledge and enhancing the efficiency of building together.

As Zheng Junfang said, what Alibaba wants to achieve is to achieve the goal of low cost and high efficiency in the fight against counterfeiting through the big data of the platform and the expertise of the rights holders.