Brands Known To Young And Old Are Easy To Encounter Fraudulent Practices. LV Is Quick To Crack Down On Counterfeit Goods.

To say that the most active luxury brand on counterfeiting is Louis Vuitton.

Because of its high popularity, large trademark recognition and long history of counterfeiting, the brand known to the young and old is particularly vulnerable to fraud.

The French brand has recently won a new round of anti fake lawsuits against nearly 30 businesses operating on Amazon's website.

Most of these businesses do not operate in the US and lack detailed registration information, but they are interested in selling counterfeit products to the US market.

According to reports, the products in these shops cover 15 separate trademarks of LV, including the most popular letter combinations on the market, such as grid double color letters, abbreviated spelling, etc. These signs are all printed on leather or cell phone shells in chaos.

LV sued these businesses, trying to stop them from selling fake products, and banned them from re registering new stores after giving up existing Amazon stores.

For sellers, the value of counterfeit LV products sold is as high as $60 million.

At present, the federal court of Florida has decided that the shops must be closed, but the part of the trademark litigation still needs time to be determined.

In addition, LV is looking for products that have been sold for $2 million, and calls for Amazon Payments Inc., PayPal and other payment services to cut off any of the defendants' businesses.

。

The lawsuit undoubtedly reveals some flaws in Amazon's model.

When Amazon introduced third party sellers in early years, many people questioned the quality control of genuine products.

According to LV, fake buyers are also involved in online marketing, and enjoy the optimization of search engine algorithm. "By depriving the third party of fair competition, the defendant has caused a concurrent and inseparable injury to LV and the consumer public."

cause

Reputation is impaired, and the cost of selling products and educating consumers through the Internet is increased. "

LV said in a statement.

However, the third party platform mode is hard to vanish in the business strategy of big business, the main reason is two.

First, either the platform charges more to the third party seller than the proceeds from the proprietary business. Secondly, the third party's products can make up for the shortcomings of the proprietary choice and increase the consumer's choice.

In order to do well in the second point, we need the platform to strictly select and control the seller's goods, but as we can see, the situation of Amazon is obviously out of control.

Of course, the business dilemma is just increasing the channel problem of luxury fakes. From the root of it, it is too difficult to really eliminate counterfeit goods.

LV has been involved in lawsuits in recent years, and has commissioned a law firm in Beijing to collect evidence to inspect the merchants who have infringed their trademark rights for a long time. Roger also told Xinhua that "cracking down on counterfeiting and plagiarism is an important part of LV's sustainable development."

In 2009, LV launched a total of 9489 counterfeiting searches and 26843 anti fake lawsuits.

But that didn't stop new fakes from happening, and LV was also caused.

Too high profile has been criticized by the public as "hype".

The same problem is also found in many luxury brands such as Cartire and Prada. They often invest a lot of money and manpower to fight against fake products, but little effect is achieved. In the final analysis, they only focus on the sales side but ignore the result of the fake industrial chain.

The Internet is undoubtedly an important part of the industry chain, especially pnational electricity suppliers can use global trade logistics to escape the supervision of a single country, and improve the difficulty of investigation.

This means that it is necessary to achieve international cooperation in the fight against luxury goods. If the data of different countries can link up and improve the detection technology, the effect of counterfeiting will also be greatly strengthened.

However, although it is easy to say, this road is still a long way to go.

For more information, please pay attention to the world's shoes, hats and Internet cafes.