ADI Taobao Fake Counterfeit Dilemma: Wild Shops Selling Fake Shops

Adidas stay TaoBao The fight against counterfeiting is falling into one kind. " Prisoner's dilemma " 。 Adidas's limited energy can only be expected to take the lead in cracking down those online stores with larger sales volume. ; But for smaller shops, " Counterfeit goods " There is a lot of energy to fight. A large number of shop outlets have begun to consider transformation, while others have taken it. " Technical means " still " Barbarous growth " With.

　　 " The business is out of order. " Hong Bo, a businessman from Taobao ( Alias ) Told reporters.

Hong Bo's mouth " business " It refers to Adidas shoes and clothing store on Taobao. Five In the middle of the month, because Adidas shop is limited by the online store. ( Hereinafter referred to as " Adidas ) Hong Bo can only be prepared for transformation if he complains of infringement of intellectual property rights. " This time the scale is very large. Many friends around me have been complained. There may be thousands of them. " Hong Bo said.

According to data from Taobao, Taobao has helped Adidas. Two thousand and twelve The year is processed. One thousand Many involve fake shops. although Two thousand and thirteen This data has not been known since the year, but at least on the surface, the effectiveness of Adidas Taobao's counterfeiting may not have been achieved. Some shop outlets are still active in Taobao website through various ways. Search for Adidas on Taobao, many selling prices One hundred Products below yuan are still everywhere.

　　 Shopkeeper passed " Technical means " Avoid damage

This year Five Before mid month, Hong Bo's business of selling Adidas products at Taobao shop has been thriving. With its Two thousand and thirteen Sales volume before the Spring Festival was taken as an example. One Ten thousand yuan, according to 30% The net profit is calculated every day. Three thousand Yuan fell into Hong Bo's purse. {page ＿ Break}

But not for long. Five In June, Hong Bo's Taobao store received a notice from Taobao to delete the sale of fake products. Taobao said that the products sold by Hong Bo shops infringe on Adidas's intellectual property rights. The products are not identified or contain the wrong logo, they are counterfeit products. After the store's merchandise is deleted, there will be three working days to let Hong Bo initiate a complaint and upload a complaint to prove that he has not sold a holiday, otherwise his store will be closed.

This notice made Hong Bo like ants on the hot pot, only to find a solution. Because of the greater risk of selling, he finally decided to switch to other brands of sports shoes and clothing. At the same time, in order to avoid Adidas's anti-counterfeiting storm, many online stores have chosen the shelves after being complained. " Nike products " And the original " Adidas bestseller " It was rushed off the shelf.

A friend of Hong Bo's Taobao has a blue crown shop selling fake ADI shoes and clothes, and also received a notice from Taobao.

Blue crown is a shop with a certain sales scale and high credit level. According to the regulations of Taobao, the blue crown is integral. Ten thousand and one ~ Twenty thousand Points, because Hong Bo's friend did not brush up the store rating by false deal. " A deal will have a good review. " To estimate, the business has at least concluded. One Ten thousand fake Adidas shoes and shoes. " Average unit price Seventy Yuan or so. 30% Net profit margin estimate, he earned at least. Twenty-one Ten thousand yuan. " Hong Bo said.

However, what is interesting is that, unlike Hong Bo's preparation for an honest transformation, his friend's blue crown shop has been complained, though some. " Technical means " At present, its stores are relieved of alarm and can be sold normally.

　　 " There are many so-called technological means. For example, many people will register multiple stores at the same time. ID If a shop is closed, it will transfer the fake to another unpunished shop and continue to sell. ; In addition, for shops with high scores, good reputation, easy to be recommended by Taobao and easily searched by consumers, if we re open a shop, we will lose many resources including old customers. Therefore, it is also the main way to avoid the loss by means of technical means. " Hong Bo said.

It is understood that Hong Bo's friend bought goods through genuine shop and submitted a genuine invoice to Taobao, which proved that he sold the genuine product and finally passed the crisis.

　　 First to the big shop " Surgery "

　　 " Now, search on Taobao, selling price. One hundred Below RMB ' Adidas products " Very much, but in reality, how can it be? Two hundred Adidas products below RMB " Judging from Hong Bo's experience, these risks are called " Adidas shop " Of One hundred The product below RMB should be the complaint target of Adidas.

The display from Tmall Adidas official flagship store shows that the price of its products is mostly Two hundred Yuan or above. Four thousand three hundred and sixty-eight Only products Three Price tag One hundred Below RMB.

However, Alibaba Luo Jing, senior manager of the public relations department, does not think that the seller can be regarded as a fake only by price. " The authenticity of the goods is determined by the brand owner, and the price is not the only condition to determine the authenticity of a product. Taobao hopes to cooperate with the brand rights holders to jointly judge and deal with the fake merchants on the website. "{page ＿ Break}

"China business" reporter learned that: Taobao provides fake identification process is usually, brand holders. ( Such as Adidas ) We found suspicious stores on Taobao and then complained to Taobao about these online stores. " Selling and selling "; According to the complaint information, Taobao sends a notice to Taobao shop owner after preliminary judgement. ; After receiving the notice, the owner can make a complaint to show that the product is genuine. If the owner has no objection, Taobao may shut down the shop for weeks, months and even shops.

　　 " At the beginning of its establishment, Taobao set up a series of mechanisms, including machine system investigation and artificial professional team inspection, and embedded in all links of consumers' purchase. Two thousand The full-time intellectual property rights infringement management personnel, and through active strike, commodity sampling and other ways to strengthen the management of commodity information. " Luo Jing said.

However, from the investigated online stores and search situation, whether Taobao or brand dealers will choose the largest online shop selling fake products. " start with " Fake. This also means that those smaller outlets are often hard to clean up. Therefore, a similar brand of counterfeiting behavior can only persevere, but can not finish its work in the first place.

In response, Li Chengdong, an independent e-commerce analyst, thinks that Taobao's real fake is really difficult because of the large number of shops, not to mention Adidas's domestic distributors. However, as long as these distributors can provide specific evidence to Taobao, fake goods will not be hidden. As for fake shopkeepers, they either resell their own brands or resell genuine products in the long run. " Deck money " It is impossible to make money.

　　 ADI beat the fake to pave the way for the channel to sink.

On the one hand, online anti-counterfeiting complaints, one side down the channel sink, Adidas is now working together.

However, what is intriguing is that Adidas and Taobao are all alike. " Conventional cooperation " There may be more implications behind the anti-counterfeiting complaints: consolidating the existing market and preparing for further channels to sink.

Pass through Two thousand and eight After the 2008 Beijing Olympic Games high inventory processing adjustment period, Adidas's market share in China has been directed against Nike.

Market data and analysis company Ou Rui consulting Two thousand and thirteen year Three A research report released in June shows that Two thousand and twelve Year, Nike Occupy the Chinese sports apparel market 12.1% Share, followed by Adidas. 11.2% The third ranked Anta is 5.8% 。

　　 " Our strategy of expanding low line cities is very successful in China. " Adidas replied " Lead to Two thousand and fifteen Way " Under the guidance of strategy, Adidas plans to Two thousand and fifteen Annual arrival One thousand and four hundred A low level city in China. At present, Adidas is over Nine hundred A domestic low line city store, of which only Two thousand and twelve In 2000, there were Four hundred Adidas new store opened in the low line city.

Whether Adidas Taobao's counterfeiting behavior will drive these counterfeit goods to the lower tier cities at a low price, and then impact Adidas's local shops. ? Adidas's reply is " No worries " 。 {page ＿ Break}

　　 " According to our brand research, Two thousand and twelve In 2000, we have promoted the status of consumers in the low tier cities. Brand awareness, preference and consideration have increased significantly. stay Two thousand and twelve In 2004, we saw two digit growth in various channels, including e-commerce. " Adidas group Greater China spokesman said.

For the time being, the scale of online shopping in China's low line cities is affected by logistics and other related factors, and the market size is still limited. This also makes Adidas less online. " Any menace from the "rear " The sale of fake goods to low level cities hit their stores in the region.

　　 Fake and fake

Taobao and fake are like two sides of a coin. Five At the end of the month, Taobao launched a one month special rectification plan aimed at women's shoes, sports shoes and bags. NIKE , Adidas , Hermes, Louis Vuitton, BELLE and so on.

On the one hand, the intensity of Taobao's counterfeiting seems to be increasing. Official data released by Taobao show that Two thousand and twelve Information on infringing goods handled by Alibaba group Nine thousand and four hundred Ten thousand, penal members Ninety-five More than ten thousand people ; While in Two thousand and eleven In 2013, the two data were respectively Six thousand three hundred and twenty Wan tie Seventy More than ten thousand people.

But on the other hand, the intensity of Taobao's counterfeiting seems to increase with the continuous growth of trading volume. " Relative decline " Situation. The same is the data from Taobao. Two thousand and eleven In, Taobao and Tmall ( It is still known as Taobao mall. ) Total running water Four thousand eight hundred and fifty-six Billion yuan ; 2012 In 2008, this amount exceeded One Trillion yuan. That is to say, the sales volume of Taobao and Tmall is Two thousand and twelve Year over year growth exceeded 100% However, its official handling of counterfeiting information is not enough year after year. 50% 。

From Taobao's intellectual property infringement management staff, Two thousand and eleven By the year, the team had " Exceed Two thousand people " , Two thousand and twelve The year is still expressed as " Exceed Two thousand people " 。 So does that mean that? Two thousand and twelve Year-on-year increase 50% The workload of crackdown is achieved by more overtime work of the team. ?

Taobao did not say much about this. What the outside world can observe is: Two thousand and twelve In, Alibaba group opened an IP protection system platform to all brand rights holders. The brand team provided the links and evidence of infringing goods through the platform, which could be deleted after verification.

In other words, Two thousand and twelve In, the improvement of the workload of anti-counterfeiting was achieved. " foreign aid " That is, branding reports. ; Two rely on technical backstage support to improve processing efficiency. In the case of limited manpower, it is not wrong for Taobao to fight against counterfeiting, but at the same time, it also worries people: how much Taobao can take the initiative to crack down on information that brands have never reported. What is more controversial is that the design of Taobao's current anti counterfeiting mode is obvious. " Registration freedom and afterwards punishment " 。

Considering that the relevant departments began to study how to levy taxes on Internet stores, checking the operation of controlling outlets and invoices seems to be a necessary link. If there is a determination to deal with fake products, it will definitely reduce the chances of Taobao's selling.