Ali Fake Alliance Members Broke Hundreds Of Luxury Brands LV For Two Consecutive Years As Its Platform.

Despite the fact that it has closed the door in the international anti fake alliance, Alibaba has chosen to show its determination through practical actions, so as to move more luxury brands to enter.

AACA, a Alibaba counterfeiting alliance, today announced that its members have broken through 100 places, from 16 countries and regions around the world, including luxury goods, jewelry, and so on.

Intelligent equipment and other 12 industries.

Over the past year or so, the counterfeiting Union has broken up 247 counterfeiting and selling bands, helping the law enforcement agencies to capture more than 300 people, involving nearly 1 billion yuan.

AACA was founded in January 2017, with the exception of the first member Louis Vuitton.

Outside the 20 brands such as Shiseido and AACA, the 105 alliance members who also joined the AACA include apple, Microsoft,

Bosideng and other brands, and UL, a global professional certification body engaged in safety testing and appraisal.

In September of that year, AACA set up an advisory committee as a "think tank" to provide ideas and solutions for "dealing with fake commodities like drunk driving".

As the first platform for Ma Yun.

Louis Vuitton said that the reason for choosing cooperation with Alibaba is Alibaba's big data and the offline resources of public security, industry and commerce, quality inspection, food and drug administration.

In May of this year, Louis Vuitton jointly assisted the Shanghai police to successfully destroy a criminal network that sold and sold counterfeit Louis Vuitton and other luxury goods, and sold 29 suspects in 4 provinces and cities. 11000 fake products were seized at the scene, and the initial estimate was 1 billion yuan.

It is noteworthy that this is not a joint Alibaba Louis Vuitton success in fighting fraud.

In 2017, the two sides jointly assisted the Hunan police to cut off a fake Louis Vuitton bag production, logistics and wholesale industrial chain, involving a sum of up to two hundred million yuan.

In May 2016, Louis Vuitton joined hands with Guangzhou police and Dubai police, plus the support of AACA anti-counterfeiting team, and seized a hundred million counterfeit gangs with annual output value.

Some analysts have pointed out that cooperation between Louis Vuitton and AACA will undoubtedly play a strong role in luxury brands and international fashion brands.

In fact, Alibaba itself is one of the victims of counterfeit goods. The fake issue on its platform has been one of the biggest obstacles for luxury brands to enter Tmall's platform to enter the electricity supplier.

In the past few years, due to the ineffective supervision, the counterfeit products on Alibaba's Taobao had a huge scale of pactions, and millions of suspected counterfeit products were sold on Taobao every minute and every second, ranging from handbags to handbags.

,

To the auto parts, the scope of the impact shocked the whole world.

In 2008, the US trade representative office Office of the U.S. Trade Representative formally put Taobao's Alibaba in the "

Blacklist.

The office of the United States trade representative issues a list of notorious markets every year to list the online and physical markets that participate in or promote infringement or counterfeit products.

Alibaba was again listed on the "malicious market" list at the end of 2016.

Since then, Alibaba has begun to face up to the problem of counterfeit goods, closed down a large number of fake and selling businesses on Taobao, and began to cooperate with the major brands to fight against counterfeiting more closely.

In view of the fact that Alibaba began to attach importance to the problem of counterfeit goods and took action, the US trade representative office decided in 2012 to remove Taobao from the blacklist, but warned Alibaba to make greater efforts.

In addition to setting up AACA, Alibaba also appointed Matthew Bassiur, the former chief executive of the apple company, as the chief anti-counterfeiting officer, and added 200 employees to cooperate with relevant government departments to crack down on counterfeiting.

In January this year, Alibaba released the annual report on intellectual property protection of Alibaba in 2017. Last year, the platform closed 240 thousand Taobao suspected infringement stores, and 97% of the suspected infringement links were banned.

Zheng Junfang, chief executive officer of Alibaba, said that most of the counterfeit goods had been killed by spike last year before they were sold.

According to statistics, in 2017, when consumers were shopping in Taobao, the proportion of returned goods suspected of buying fake products dropped by 29% compared with last year.

The anti-counterfeiting annual report also pointed out that as of the end of 2017, the Alibaba anti counterfeiting special forces and the 23 provinces in the country have launched cooperation under the line for counterfeiting and fraud. They have sent 1910 false clues to the national law enforcement agencies, helping to arrest 1606 people involved, destroying 1328 sites, and involving about 4 billion 300 million yuan.

At the same time, AACA is constantly seeking new ways, aiming to innovate and upgrade from the protection of knowledge production to governance.

In order to increase the protection of knowledge production, AACA launched many new initiatives this year.

If the new "appraisal project" project, Alibaba will set up special funds, based on the sales data found in big data, the joint rights person initiated the purchase appraisal.

With the increasing efforts to combat counterfeiting, the attitude of luxury brands to Alibaba has changed.

According to statistics, in the three years from 2014 to 2016, only 11 luxury fashion brands, such as Burberry, Rimowa and LA MER La Mer, were settled in Tmall, with an average of about 4 per year.

But the number doubled to 8 in 2017. Not only did the five largest departments of LVMH, the world's largest luxury group, enter, Swatch group's Tissot, Armani's Armani Jeans and Marni brands also announced that they joined Tmall's luxury matrix.

Last August 9th, a week after the launch of Tmall luxury virtual APP Luxury Pavilion, LVMH's luxury brand Loewe and Tmall luxury flash store Tmall Space reached an exclusive partnership with the exclusive sale of the brand name Qixing love Barcelona handbag designed for the Chinese market. This is also the first time that LVMH's core luxury brand has sold handbags on the third party e-commerce platform in China, meaning that LVMH is a comprehensive platform for Ma Yun.

In addition, according to the latest data released by Tmall, Luxury Pavilion has been a high-end member with more than one million consumption over the past 100 thousand years, including 50 Baccarat, Bonpoint, Givenchy, Guerlain, Hugo Boss, Hennessy and so on.

Leather, beauty, watches and so on.

Luxury brands enter Tmall time axis

In addition to the Luxury Pavilion platform, more luxury brands are also accelerating their collaboration with Tmall in the form of flagship flagship stores and virtual flash stores.

In the first quarter of 2018, Tmall has ushered in more than 10 luxury and high-end cosmetic brands such as Marni, Armani, Givenchy and YSL.

Some analysts say that there is another important reason behind the easing of Alibaba and luxury brand relations, that is, Alibaba has firmly grasped the big data of high-end consumers in China, AACA.

According to Tmall data, at present, the top luxury goods consumers on Tmall account for nearly 50% of the post-90s generation. Their purchasing power is not much different from that of the 70 and the post-80s. They will also buy expensive jewellery, watches and ready-made clothes.

The CBNData report shows that China's luxury consumption has already seen an inflection point, and about 600000000000 of overseas consumption is returning to the online consumption platform represented by Tmall.

China's luxury online sales share is increasing year by year, and is expected to reach 13% in 2021.

In December 2016, Louis Vuitton, who had been very cold on the domestic electricity supplier platform, suddenly cooperated with Alibaba, invited Alibaba's high-end black card member APASS to visit the brand headquarters, and generally did not open to the public workshops, and even provided close service, arranged APASS to visit the former residence of the Louis Vuitton foundation and founder.

In order to please these consumers, everyone received an invitation letter from Louis Vuitton executives.

Dong Benhong, chief marketing officer of Alibaba, disclosed earlier that the consumption scale of APASS members was at least 30 billion yuan a year. According to the data, APASS black card members are about 1/10000 of the active members of Alibaba. According to the third quarter earnings report of Alibaba, the annual active buyers of Ali are about 440 million, which means that the average annual consumption of black cards is up to 600 thousand.

Liu Xiuyun, the general manager of Tmall fashion department, was not surprised to hear that the luxury brands began to gather in Tmall from 2017 to 2018. She said that luxury brands had their own professional mode of operation, though they did not know what Tmall could bring to them before they settled in, but they had already prepared themselves psychologically.

With more and more luxury brands entering, the Alibaba with a market value of more than 3 trillion yuan obviously has no turning back on the problem of counterfeiting.