Tmall launches a public review mechanism to clean up nearly 8,000 counterfeit products

In September last year, Alibaba created a set of "big data + public review" mechanism to manage the problem of counterfeiting. In the past year, this mechanism has mobilized 14 million public reviews to participate in the appraisal, and cleaned up nearly 8,000 counterfeit products on Tmall.

There is a brand called redline in France, and there is also a brand called redline in China. Who is the red rope that celebrities often wear and consumers want to buy? Recently, Tmall launched a public review model and found that when consumers want to choose to buy French redline brands, the probability of mistakenly thinking of Chinese redline brands as French redline brands is close to 80%. Therefore, although the Chinese version of redline has successfully registered a trademark in China, in an attitude of being responsible to consumers, Tmall decided to delist the Chinese version of redline and remove all products from the shelves, and it is not allowed to continue selling.

Chinese version of redline completes trademark registration two months ahead of schedule

In May this year, a domestic company submitted an application for entry to Tmall. At that time, Tmall waiter reviewed all the qualifications of the company's registered capital, trademark registration certificate, etc. in accordance with the investment requirements. After confirming that his certificates and licenses were complete, he was allowed to open a "redline flagship store" on Tmall in June of the same year. However, a month after opening the store, the waiter discovered that there was a redline brand in France, and it was sought after by celebrities.

Afterwards, relevant Alibaba departments launched a comprehensive investigation. It was found that the French redline brand is owned by French REDLINE CREADDICT Co., Ltd., which is headquartered in Paris and the Chinese redline brand is owned by an individual. The holder transferred it to Shenzhen Xigui Network Technology Co., Ltd., which opened a store on Tmall. The two companies that went in the opposite direction were intertwined with a red rope. The difference is that the Chinese version of redline completed trademark registration as early as July 2011, and the scope of trademark use is exactly agate, jewelry, decorations, etc., while the French version was only registered in September of the same year. However, because the former was registered first, the scope of trademark use of the latter can only be precious metal alloys.

Nearly 80% of the public judges cannot distinguish between Chinese and French redlines

"We made a difficult decision." A relevant person in charge of Tmall Product Management Center said that the Chinese version of redline has obtained trademark ownership and is a legitimate right holder recognized by Chinese law. However, some consumers have indeed reported to the platform that the Chinese version of redline is too close to the French brand, which has misled it and made mistakes in purchasing. So as an e-commerce platform, should we take the initiative and make choices? After careful evaluation, Tmall decided to launch the "public review" mechanism to let consumers make judgments.

It was found that among the public judges from all walks of life and knowing the French redline brand, nearly 80% of people think that when they see the products in the Chinese version of the redline flagship store, they think that it is related to the French version of the redline, or mistakenly think that it is French redline, which means that the two brands are very likely to be confused. In view of this, Tmall finally decided to delist the Chinese version of redline on the entire network. The above-mentioned person in charge of Tmall said, "Even if the delisting decision this time may not be recognized by the Chinese version of the redline flagship store, we will still stick to it with the attitude of being responsible to consumers, and it is all worth it."

Create an original public review mechanism, clearing nearly 8,000 counterfeit products in a year

In order to protect the legitimate rights and interests of consumers, in September last year, Alibaba created a set of "big data + public review" mechanism to manage the problem of counterfeiting. Simply put, the principle of this mechanism is that most counterfeit brands have the phenomenon of "surrounding famous brands", that is, in terms of trademarks, product names, product appearance, packaging and decoration, enterprise names, etc., more or less "imitate" well-known brands. For example, the trademark of a well-known brand is called "AB", so the counterfeit brands that "surround famous brands" may be called "Ab". Alibaba uses its strongest big data means to design a large number of data models, capture the entire network data in real time, and retrieve "Ab" from the massive products on the entire network, and then mobilizes a large number of public judges to participate in the judgment. If a certain number of public judges believe that "Ab" causes confusion or misunderstanding of the "AB" brand, it will be determined to constitute consumer confusion.

According to statistics, over the past year, the "big data + public review" mechanism has mobilized 14 million public reviews to participate in the appraisal, cleared nearly 8,000 counterfeit products on Tmall, effectively curating the dazzling counterfeiting problems such as Vance and Vans, Aimus Youka and eukanuba/Youka, Gillette/Gillette and other dazzling counterfeiting problems. The above-mentioned person in charge of Tmall said that counterfeiting governance is a problem faced by online and offline. Alibaba will continue to use its own technological advantages to explore, gradually let the public recognize the "big data + public review" mechanism, fundamentally govern the counterfeiting problems and protect intellectual property rights.