Luxury Brands Are Busy Fighting Against Counterfeits And Never Forget To Make Profits

Recently, Taobao and LV just signed a memorandum of cooperation, agreeing to work together to protect intellectual property rights and jointly crack down on the sale of counterfeit goods on Taobao's platform. At the same time, Swiss luxury magnate Richemont Group won a landmark case against counterfeiting. Then, Gucci America won a series of online fraud cases and was awarded a compensation of 144.2 million dollars. Luxury brands are busy fighting against counterfeiting!

Richemont, a Swiss luxury goods group, recently won a landmark case against counterfeiting. Because the seller sold fake goods, the US California Federal Court sentenced Pakistan B2B e-commerce trader Tradekey.com and its Saudi Arabian company Sawabeh to lose the lawsuit. Sawabeh and its website will be permanently prohibited from selling Richemont products.

This punishment overturned the previous similar lawsuit of Tiffany&Co. against eBay in 2010. In the case of Tiffany suing eBay sellers for selling fake goods, both the local court and the appeal court sentenced the third-party eBay not to be jointly and severally liable.

Because of the maritime law system, Tiffany's lawsuit against eBay caused great difficulties for brands to crack down on B2B e-commerce sales prices. However, in the case against Tradekey.com by Richemont Group, the presiding judge Gary Allen Feess found that the evidence provided by the subsidiaries of Richemont Group, such as Chlo é, Alfred Dunhill, Montblanc, Cartier, was sufficient and Tradekey.com could be held accountable at the same time.

In this case, Richemont Group also used "extraordinary means". Richemont Group hired a detective who disguised himself as a seller of Tradekey.com to collect evidence. The final evidence showed that Tradekey.com helped sellers sell fake products. On Tradekey.com, about 6000 sellers sold counterfeit products of Richemont Group. The punishment on Tradekey.com is quite serious. In addition to not selling the products of Richemont Group, it is not allowed to display any trademark of Richemont Group even in search, display and promotion.

　　 Kaiyun Group Gucci USA, a subsidiary of Kering, won a series of online fraud cases and was awarded a compensation of 144.2 million dollars. The Florida Federal Court sentenced 155 websites using the name and trademark of "Gucci" to close. But so far, most websites can still log in.

Patrizio di Marco, CEO of Gucci, expressed satisfaction with the court's decision. He said that the company has been committed to maintaining the intellectual property rights of brands globally. Whenever and wherever it is found, it will continue to crack down on infringement to protect the legitimate rights and interests of consumers. Infringed websites include bestoreol.com, boutiqueguccipascher.com and designerguccibags.com.

Not long ago, Louis Vuitton and Taobao signed a memorandum of cooperation with a view to combating counterfeits. LV and Taobao said that they had "effectively protected the common interests of brands" and hoped that the cooperation could "create a fairer environment for consumers in the auction website".

　　 TaoBao It is famous for selling fake goods in the world. The website has been placed on the "notorious market list" by the U.S. Trade Representative Office until this year. On taobao.com, we found that a large number of LV sellers sold Louis Vuitton Louis Vuitton products without authorization under the banner of "purchasing on behalf of others". The products sold were mainly handbags, and most of the products sold were below 10000 yuan.

LV spared no effort to crack down on counterfeits in the Chinese market. Previously, it had cooperated with the industry and commerce department for many times to crack down on counterfeits, and even appeared suspicious of "fishing". Valerie Sonnier, LV's global intellectual property director, said that the cooperation with Taobao was very important, which could effectively combat offline and online counterfeiting.

At the end of 2011, Taobao and Coach, an American leather brand, issued a massive statement on combating counterfeiting, and both parties signed the same memorandum to solve the problem of counterfeiters and unauthorized sales channels using the Internet to sell Coach products. To this end, Coach also opened an online flagship store in Tmall, which belongs to Alibaba Group, but it was closed after two months of operation. At the same time, Taobao is also full of sellers selling coach products.

　　 Luxury brand There are many different views on online shopping platforms. At the beginning of the year, Miuccia Prada explicitly said in an interview that she hated electronic websites and thought that the business model was not suitable for luxury brands. Although Prada brand accessories are sold on electronic websites and are very popular, ready-made clothes are rarely seen. But in the long run, can luxury brands really abandon the online shopping platform? The online shopping platform has the advantages of complete goods and lower prices, but it inevitably provides a breeding ground for fake goods. Since we need to maintain high quality and good reputation, and also develop an online platform with the risk of circulating counterfeit goods, besides the model of LV, which signed a joint agreement with Taobao to crack down on counterfeit goods, is there any other way for luxury goods to crack down on counterfeit goods online?

In June this year, Kering Group cooperated with yoox Group to launch online stores, including Gucci

Kering, a luxury goods giant, seems to provide another new direction for online crackdowns on counterfeiting. In June, six online stores of luxury brands under the cooperation agreement between Kaiyun Group and Yoox Group were officially launched. Gucci, Bottega Veneta, Stella McCartney, Saint Laurent and other brands have online stores selling clothes, bags, shoes, jewelry and other goods. The brand manages its own online store, which is not only fair in price, but also full in reputation. It is also a new way for luxury products to develop the online market.