Taobao Launched Massive Scavenging Action For The First Time To Deal With About 20000000 "Near Brand" Products

Recently, Taobao launched the largest "near brand" rectification action - "sweeping haze action", through the rules of propaganda, release interception, stock cleaning and other means of multi pronged approach to the brand name or pass.

The names of the commodities that had been stacked and drained were handled strictly and voluntarily, and the first batch of commodities handled amounted to over 2000.

"Near brand" infringement of trademark rights, big data modeling for the first 685 brands escort

"Haze action" is mainly aimed at using other people's keywords on the headlines, especially the brand keywords, attracting the eyeballs through the brand name to achieve diversion.

Zheng Junfang, chief executive officer of Alibaba, said that since April this year, Ali has launched a special action plan, hoping to use technology to actively carry out prevention and control through big data modeling.

To this end, the special action group specifically combed the behavior of "brand name" and listed the 1500 most frequently seen brands in daily consumption scenarios. According to the dimensions of consumer complaints and brand owners' feedback, the first phase took the lead in testing 685 brands, including Hermes, Du Gabbana, phenanthrene, Patek Philippe, Bvlgari, MontBlanc, Vacheron Constantin, etc.

Stock clearance + new hair interception two pronged approach, strictly guard against "brand name + the same money" situation

According to the plan of action, "sweeping haze" took the initiative to fight against the three situations such as inconsistent labels, brand stacking and brand names.

That is to say, for the 685 brands mentioned above, once the seller sells the title of the product, the description of the details, or the brand information in the commodity picture, and is inconsistent with the brand name of the commodity attribute, or the 2 or more brand information of the commodity heading, especially the description of "same money", "imitation money" and "comparable", it will be immediately accepted.

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The anti counterfeiting system is classified as high-risk sensitive situation and has been caught and punished.

In addition to cleaning up the stock products through the above way, the special action group has also launched a new hair interception system. When the seller releases the details of the baby, there are any circumstances such as inconsistent labels and brand stacking.

"Haze action" won the first battle, and brand rights complaints dropped by more than 5.

By the end of June 2016, the "haze action" had handled over 20 million commodities suspected of improper use of others' rights. Among the five categories of penalties, men's wear, women's wear, women's shoes, men's shoes and luggage and leather goods were all the bases of traditional well-known brand distribution, and also the key to the protection of intellectual property in the Internet era.

Because of this, "sweeping haze" not only made the front page more relaxed, but also made the brand complaint volume drop by more than 5.

"Sweeping haze" is only one of the recent initiatives to protect Alibaba's knowledge.

Zheng Junfang said that in 2015, the number of goods that Alibaba intercept and lower the shelves through the master control model was 8 times the number of complaints by the right people. In the first half of this year, the number of such products has been 22 times through haze action, LOGO smear treatment and Shanzhai governance.

That is to say, before the right person complains about a commodity, at least 22 fake commodities have been discovered and handled voluntarily by Ali.

In the future, Ali will continue to export big data anti counterfeiting capabilities through technological upgrading, with the help of the right people to build together and the government to improve the protection efficiency of knowledge production.