In Order To Protect Signboards, The Old Brand Companies Must Draw A Line With Amazon.

Global online shopping giant

The latest performance is ideal, and Amazon CEO's Bezos home surged to 65 billion 300 million US $third in the world's richest list.

However, it is reported that Amazon's shopping website has been controversial because of the manufacturer's doubts about its increase in counterfeit goods.

Reported that Amazon is full of counterfeit.

And the unauthorized sale of the Bok's products, the famous German sandals that are unharming.

Birkenstock announced that it will stop supplying the world's largest online shopping platform from January next year.

In addition, on the 5 day of the month, the company sent letters to thousands of retail partners, saying that the company no longer authorized third party businesses to sell products on Amazon website.

Exposure of foreign media

In order to protect signboards, the old brand companies must draw a line with Amazon.

CNBC secretly obtained the memorandum from David Khan, the chief executive of the famous German brand, bran.

In this memo, Khan wrote: "Amazon operates in an" open market "form, but we experience unacceptable business practices in such an environment, which we think will harm our brand.

The report said he decided to draw a line with Amazon in order to keep the signboard of the park.

"The orderly conduct of its internal activities and the continued cooperation with Amazon have proved impossible."

He wrote.

It may be a case that the world's largest online platform without Amazon is still successful, the report said.

But even Khan himself knows well that they just leave Amazon, which does not mean that those counterfeit products will no longer exist.

"We left Amazon just to show that we have nothing to do with Amazon's fake cell phones, fake suppliers and unauthorized sellers."

Said Khan.

In the memorandum, Khan also pointed out that bekon warned consumers that it would be best to buy them only through authorized retailers. The products on the Amazon website could be fake and untrustworthy, and buyers should be careful.

Subsequently, a spokesman for the company confirmed the authenticity of the memo, but declined to comment further.

Boots were released in 1774. They are favored by fashion and stars because of their great comfort.

However, the brand of German sandals founded by the 240 years ago has become the victim of the spread of Amazon counterfeit products.

Brink found that many sellers on the website offered a super low price of $79.99 to promote Arizona, a $20 cheaper than official retail price.

Institutional loopholes

Amazon is accused of being weak in censorship, allowing sellers to "play with" the system.

It is reported that both the brand and other small brands, such as BCom, are more difficult because of the increasing number of fake fakes on Amazon's website.

Such examples are everywhere.

For example, many stores in the Amazon are selling a MK signature handbag. Compared to the retail price of $198, the product sells at Amazon's lowest price of $101.

The Canadian national treasure brand "Canada Goose" a popular down jacket sells for $1000 on the official website, but the lowest price of the same product on Amazon website is less than $650.

The brand dealer said that such a price is hard to buy genuine.

The report points out that the tricks used by the bad dealers in selling counterfeit goods include hiring writers to flatter commodities and make false comments to help them get on the top selling list.

In addition, using the Amazon logistics system loopholes, for example, Amazon will concentrate all dealers' inventory on the fulfillment center of their orders, so that fake goods are mixed with genuine products.

It is reported that Amazon's weak censorship allows sellers to "play with" the system, even after being found illegal, it can still re open accounts in different names.

Group resistance

Sellers accused Amazon of counterfeiting as a ground mouse game.

Amazon's sellers say fake products have been on Amazon's website, and this problem started this year.

Amazon's sellers have complained and complained about social media Facebook and WhatsApp, and have formulated strategies to prevent them.

In May this year, CNBC reported a group of designers from T-shirts, coffee cups and iPhone phone sets on social networking sites.

Today, the group has more than 600 participants.

These designers say that counterfeiting on Amazon is like a game of rats, and the speed of counterfeiting is much faster than that of counterfeiting.

Reported that Amazon has its own anti fake policy, and will respond to the infringement notice, investigate and kick out sellers who violate the regulations.

But when the road is high, the speed of the counterfeit is faster. They will change the name of the shop and set up shop quickly.

As a market, as long as Amazon responds to complaints and takes action, the company will not be legally liable for the sale of counterfeit goods.

According to sources, Amazon has organized activities and invited about 300 top sellers.

Sebastian Gunningham, senior vice president of Amazon's seller service who participated in the event, was shocked by the complaints of the sellers.

It is reported that in the event organized by Amazon headquarters in Seattle, the invited sellers repeatedly questioned Gu Ning, Ham, what measures Amazon would take to deal with the problem of counterfeiting manufacturers cheating the Amazon system.

So far, Amazon spokesman has not commented on this report.

Critics say Amazon has not taken adequate measures to curb the flooding of cottage products into Amazon.

Because of the delivery service provided by Amazon, the manufacturer can send products to the Amazon distribution center directly after delivering a large commission to Amazon, and affix a certificate with FBA (Amazon's behalf of the delivery business) label on the product, so that consumers do not doubt the quality of the products.

In addition, Amazon bundles products from different sellers to sell, which means that sellers can send a cottage jacket to the Amazon distribution center, and then sell it by other sellers.

Chris Johnson, a lawyer who provides intellectual property and brand executive services for Forever 21 and other companies, said: "Amazon is making big profits through cottage products manufacturers.

As far as Shanzhai products are concerned, the company is doing nothing.

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Company response

It is very rare not to sell fake products.

For the above reports, Amazon issued a statement that Amazon does not allow counterfeit products to be sold on its market platform, and the appearance of counterfeit products is very rare.

Every Amazon consumer is protected by Amazon. If they receive counterfeit products from the platform seller, Amazon will refund or replace it.

In addition, both CNBC's report and Amazon's response to Amazon's report are similar, emphasizing that counterfeit products are very rare.

CNBC reports that Amason has been trying to maintain the image of his trustworthy online shopping platform.

In the 2015 annual report of the company, there was no mention of "Shanzhai" once, but in the last more than 20 risk factors mentioned "potential liability for sellers of fraud or illegal activities".

The report points out that Amazon's investors are not concerned about the endless stream of Shanzhai products on the Amazon platform.

In the past year, the company's stock price has risen by 69%.

Amazon's current market capitalization has reached $348 billion, and is the sixth largest market capitalization company in the United States.

Because too many businesses rely on Amazon, the world's leading e-commerce platform, Amazon's finances have not been battered even if the problem of Shanzhai products is raging.

The revenue of the global Internet retail leader is still robust and popular with Wall Street, and Amazon's revenue exceeded $100 billion for the first time last year.

However, the report points out that this issue will become a long-term "divergence" of Amazon because its third party market is playing a bigger role, occupying nearly 40% of its online store sales.