Alibaba speeds up process to re­port coun­ter­feit goods

China Daily (Hong Kong) - - CHINA - By CAO YIN caoyin@chi­nadaily.com.cn

Alibaba un­veiled a quick­re­sponse plat­form on Thurs­day for han­dling re­ports of coun­ter­feit goods, aim­ing to boost the pro­tec­tion of in­tel­lec­tual prop­erty rights.

Com­plaints about knock­offs from copy­right and patent hold­ers that are filed through the e-com­merce com­pany’s new on­line express chan­nel will be han­dled within 24 hours, in­stead of three or four days, as was nor­mal be­fore.

“We’ve stream­lined our work sys­tem and im­proved ef­fi­ciency,” said Zheng Jun­fang, chief plat­form gov­er­nance of­fi­cer. “What we want is to pro­vide bet­ter ser­vices for pro­tect­ing IP rights more quickly for the rights hold­ers.”

Dur­ing a one-month pi­lot pro­gram that be­gan in June, 96 per­cent of com­plaints about fake prod­ucts re­ceived a re­sponse within a day. Of those, 83 per­cent of the links to fake prod­ucts were deleted, ac­cord­ing to Alibaba.

Rights hold­ers can reg­is­ter ac­counts on the plat­form free and sub­mit re­ports of fake prod­ucts found on the com­pany’s on­line shop­ping sites, in­clud­ing Tmall and Taobao, Zheng said. She added that her team will quickly give feed­back af­ter a big-data anal­y­sis.

“All the ser­vices are avail­able not only in Chinese and English, but also in French, Russian and Span­ish,” she said.

Zhang Lin, man­ager of the China branch of the Ger­man As­so­ci­a­tion of the Au­to­mo­tive In­dus­try, ap­plauded the com­pany’s at­ti­tude to pro­tect in­tel­lec­tual prop­erty.

in­di­vid­u­als or groups sus­pected of op­er­at­ing shops that sell fake goods on Taobao were de­tected by Alibaba, owner of the on­line shop­ping site, over the past two years.

“Alibaba’s quick-re­sponse plat­form helps us find in­for­ma­tion about fake prod­uct sell­ers or pro­duc­ers in a timely man­ner, and pro­vides clues to police of­fi­cers, which can pro­tect our brand and re­duce our eco­nomic losses,” he said.

But Xie Hui­jia, an as­so­ciate pro­fes­sor spe­cial­iz­ing in IPR pro­tec­tion at South China Univer­sity of Tech­nol­ogy, said it is not enough only to ac­cel­er­ate the han­dling of fake prod­uct claims: “More im­por­tant is how ac­cu­rate the fight is.”

“To delete links of on­line shops sell­ing fake prod­ucts, the com­pany has to com­pare the goods pro­vided by sell­ers and the brand own­ers, but I don’t think it’s easy to ver­ify whether the IP rights were in­fringed or not,” he said. “Even courts of­ten need sev­eral months to iden­tify in­fringe­ment.”

Alibaba has taken ac­tion against coun­ter­feits over the past two years. In June it said that it has used big-data tech­nol­ogy to help it de­tect more than 61,000 in­di­vid­u­als or groups sus­pected of op­er­at­ing shops that sell fake goods on Taobao.

It has also de­tected 1,640 fac­to­ries that pro­duce coun­ter­feit goods and sup­ply them to on­line deal­ers.

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