How To Counterfeit Brands In The Market Of Buying And Selling Fake Goods?

A few days ago, Semir apparel mentioned the problem of counterfeiting of Barbara brand in the 2018 annual performance briefing.

Semir apparel said that since 2018, Semir has intensified its anti-counterfeiting efforts in conjunction with the industrial and commercial departments and public security departments. In the first half of 2019, two anti-counterfeiting activities had been launched. The company's legal departments also set up a special anti-counterfeiting working group to curb the development trend of counterfeit products, and increase the rational layout of online and offline businesses, so as to provide consumers with more convenient shopping channels.

Fake goods, Shanzhai and plagiarism are not only flooding but also difficult to control.

In 2018, the European Commission issued the EU Customs Intellectual Property Enforcement report. In 2017, the EU Customs seized a total of 31 million 410 thousand counterfeit goods. Among them, fifth of the fashion counterfeit goods were seized, and sports shoes, bags and watches ranked eleven, fourteen and twenty respectively. According to the state, mainland China was the largest source of counterfeit goods, accounting for 73%, and Hongkong accounted for 10.29% of the total.

At present, not only the local clothing brands are actively fighting against counterfeiting, but also the international brands have made many efforts to fight against counterfeiting.

Formal purchase channels are conducive to establishing brand credit and can effectively combat counterfeit goods in Chinese market.

Canada goose opened two stores in Hongkong and Beijing respectively in the second half of 2018, and opened Tmall flagship store on the Internet.

The flagship store in Tmall only got 310 thousand fans in March, and attracted 4 million 300 thousand people to enter the store.

Through the establishment of regular purchase channels, Canada goose can squeeze the purchasing and fake market to a certain extent and form a good market competition environment.

The development of Internet technology provides a possibility for authenticating products.

In March, LVMH revealed that the group recruited a block chain team to develop AURA block chain platform, and will launch another brand with LVMH in May or June, and expand to all brands of the group, ultimately supporting other brands.

According to relevant reports, the platform can not only provide the authenticity proof of luxury goods, but also can trace back from the raw materials of origin to the sales point, and then to the whole process of second-hand goods market.

While Chanel controls the sales channels and crackdown on counterfeit goods with intolerance.

In mid 2018, Chanel brought several luxury luxury websites and retailers to court.

Chanel said that the second-hand luxury website openly sold fake Chanel handbags under the real product of the statement 100%.

Chanel said that the knowledge of training and certification of handbags is only in the context of brands, and only the brand itself knows what the real products are.

Chanel has always been very cautious about maintaining its brand image, and has never adopted a palliative attitude towards fake markets such as fake goods and purchasing.

In order to crack down on purchasing agents, Chanel chose to adjust its marketing mode and cut its price in China by 20%.

Apart from brand efforts to safeguard their own interests, Chinese customs, quality inspection and other official government departments are also actively checking counterfeit goods.

The General Administration of Customs of China released relevant news in March.

Ningbo Customs was seized by Beilun customs and seized a number of counterfeit leather bags, shoes and so on. Most of the products were printed with trademarks such as "GUCCI", "Adidas", "Nike" and "FILA", and the value involved was about 185 thousand yuan.

Ningbo customs has been seized by the Beilun customs since 2019. Dozens of violations of intellectual property rights have been seized, and the value is over one million.

At present, the relevant domestic institutions have a high attitude against counterfeit goods, and crack down on torts, prevent infringing goods from flowing into the market, and infringe upon the legitimate rights and interests of the rights holders and consumers.

The prevalence of counterfeit goods is not conducive to the rational and long-term development of the market, but the profits behind fake goods always make people who are interested in making their own risk.

There is still a long way to go for the brand side to solve the problem of buying and selling fake goods.

Author: Wang Yiting