Many Fake Websites In China Are Prosecuted By Dior

With the global retail economy declining,

The emergence and popularity of platforms have contributed to a certain extent.

The proliferation of counterfeiting industry.

According to the world clothing and shoe net, Christian Dior filed a lawsuit against some fake websites in China last weekend at Illinois court, which said that these websites used their registered trademarks to sell and brand product appearance in the United States.

Clothing and accessories products, which are very similar, cause serious damage to brand image.

However, Dior did not publish specific fake website information.

Dior said that in view of the high reputation and brand popularity of the brand since its establishment, the counterfeit websites selling fake products have caused great damage to the Dior as a whole, and the value of the loss can not be estimated.

Dior pointed out in the complaint documents submitted to the court that the brand identification of these Chinese counterfeit websites can be traced back to the early days of the company's establishment. It also sold counterfeit Dior products in the United States through online channels, and even claimed that it could copy the brand name handbags that consumers wanted, and could also support a variety of payment methods, including credit cards, Western Union remittance and PayPal payment.

Although some of the sale sites have been included in the key monitoring list, the headquarters of these websites are basically in China, and operators are using multiple false names and addresses to evade tracking to register websites, and regularly create new websites to hide their identities.

Therefore, even if Dior filed a lawsuit against the US courts against the websites, it would be a major challenge for the company to implement the penalties for those selling off site operators after the decision came out.

Therefore, the company asked the court to permanently prohibit the sale of any goods from the websites using the Dior trademark, immediately shut down the business and hand over all the domain names to the company, and at the same time claimed a loss of $2 million for each counterfeit website, claiming $100 thousand for each website containing the Dior domain name.

According to WWD quoted us government data, the total sales volume of these websites has reached US $100 billion.

Earlier, foreign media reported that Chinese consumers like to pursue the same brand in the market of eroding luxury goods.

Some foreign industry analysts have pointed out that the idea of China's Shanzhai trend is coming to an end, which is absurd. China has already made innovations, but still lacks respect for intellectual property rights.

But there is also a view that luxury brands can see a glimmer of hope from the "same products", because the sale of the "same section" shows that their designs can attract Chinese consumers, and as the wealth of young consumers increases, they will be more capable of buying real luxuries.

It is worth noting that this is not the first time that Dior has prosecuted China's selling platform. Earlier, the company filed similar lawsuits in Florida, where more than 400 websites were sold.

Because of the rapid spread of information in the digital era, Dior company has gradually realized that the false negative news will be magnified by the media and irreparable harm to the brand. Therefore, boycotting fake goods has become the most important strategy in the development of the brand this year.

At present, Dior has begun to implant RFID wireless induction anti-counterfeiting labels in products, so as to better prevent consumers from buying counterfeit goods. As long as consumers carry Dior handbags into the store, salesmen can immediately inquire about the previous purchase records of consumers in Dior, and if they fail to query, it is proved that the consumers are not genuine goods.

It can be seen that in the increasingly rampant industry of counterfeiting, in addition to investigating the legal liability of counterfeiting and selling platform, new technology is also a new way to prevent luxury goods.

Some analysts have pointed out that the high cost of anti-counterfeiting technology may increase the price of luxury goods, but luxury brands do not seem to have much choice in a society where counterfeit goods are rampant.

Last August, Maria Grazia Chiuri, Valentino's former design director, was named Dior's brand creative director. This will make her the first female creative director in the 70 years of Dior women's wear. Analysis shows that Dior is starting to focus on accessories business.

Dior released its first quarter earnings in 2017 fiscal year, and its sales grew 18% to 500 million euros in the three months ended March 31st, and retail channel sales increased by 19% on real exchange rates compared with the same period last year.

Dior is the main holding company of luxury group LVMH. It owns 42.38% of its shares, while LVMH group's director and CEO Bernard Arnault are the majority shareholder of Dior.

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