Canadian Goose Netease Koala Again Infringed M A C Trademark Case.

Recently, the Chinese referee network discloses the civil ruling on the infringement of the trademark "M. A. C" by Estee Lauder suing Hangzhou gifted Technology Co., Ltd., Hangzhou excellent network technology Co., Ltd. and NetEase (Hangzhou) network Co., Ltd.

According to the request of the Estee Lauder (Shanghai) trading company, the three defendants were asked to stop the infringing act immediately, including, but not limited to, the sale of infringing products, and the supply chain or source of the infringing products.

It also requires the defendant to immediately destroy the infringing product, compensate for the economic loss caused by the infringement of the exclusive right to use the registered trademark to the plaintiff, 1 million yuan, and the reasonable cost incurred by the plaintiff for investigating and stopping the infringement act, which is 200 thousand yuan.

The court making the ruling is the first intermediate people's Court of Chongqing.

In fact, the dispute between Estee Lauder and NetEase started in early 2018. At that time, according to the China Consumer Association report, the Estee Lauder ANR eye cream sold by NetEase's koala shopping platform "self direct mail warehouse" was identified as suspected counterfeit after being identified by Estee Lauder China.

NetEase koala also issued a statement that the comparison of the SGS test found that the "Estee Lauder ANR Eye Cream Cream 15ml" sold by the sea purchase company is identical with the 9 infrared products of the same commercial products sold in the domestic Estee Lauder counters and the 5 official channels of different countries and regions in the world, and the products are safe and reliable.

The scene seems quite similar to the dispute between the NetEase koala and the Canadian geese in the previous days. The problem not only exposes the contradiction between the cross-border e-commerce platform and the brand direct channel, but also reveals that there are still some shortcomings in the progress of commodity fidelity.

Whether the channel source of cross border e-commerce commodity is convincing to consumers is related to the authenticity of commodities.

Whether the platform has enough measures to guarantee fidelity and achieve commodity identification is also a common challenge for cross-border electricity providers.

Because it is difficult for consumers to understand the brand marketing channel and its cooperation with many electronic business platforms, fake allegations have always been a topic of cross-border e-commerce, which seems to be the original sin of the electricity supplier.

From Alibaba, Jingdong, NetEase koala and so on, almost every platform with cross-border e-commerce business has been faced with sales fraud charges.

However, in response to these questions, different platforms have different measures to combat counterfeiting.

Establishing a complete chain of product tracking is a common measure.

For example, in August 2017, Tmall International announced the launch of the global traceability plan, using block chain technology and big data to track the import link, production, pportation, customs clearance, inspection, and third party inspection.

Jingdong global sourcing also uses block chain technology to track product sources.