Ali'S High-Profile Anti Counterfeiting Foreign Brands Are Unmoved.

"Fake" is still the "time bomb" on the head of Alibaba.

4. 26, just after the international copyright day, the bomb was lit.

In April 28th, according to the Internet version of the Wall Street journal, the American fashion brand Michael Kors announced the withdrawal of the organization because Alibaba joined the international anti counterfeiting Alliance (IACC).

This attitude of "killing a fish to death" is directly reflected in the tone of Michael Kors's general counsel, Siborne Lee, in the letter to the Wall Street journal, which he accused: "Alibaba's strategy has always been to make a face and face, to say that it is necessary to keep up with the brand and strengthen the fight against counterfeiting, but in fact, it has almost completely allowed the counterfeit goods on the shopping platform to run rampant."

Nowadays many people confuse "Shanzhai" with "fake", but in fact, there is no clear definition of fake and Shanzhai in national law at present.

In fact, many "Shanzhai" brands are valid registered trademarks approved by the State Trademark Office. For example, brands like "new Yorkland", "wonderflower", "Vance" and "Muji" (non Japanese "good company plan") are registered trademarks of legal compliance. If the platform is forced to deal with it, there will be legal risks.

But from a practical point of view, these brands are very easy to cause consumers' "Shanzhai" problems, and they are approved by the Trademark Office effective brand.

In the article, Michael Kors describes Alibaba as "the most dangerous and destructive opponent of all brands" and believes that the international anti fake alliance provides sanctuary for Ali.

In fact, IACC is not the first industry association that Alibaba joined.

The industry associations that establish intellectual property protection cooperation with ALI also include the MPAA, the business software alliance and so on.

Why does joining the IACC cause foreign brands to react so much?

According to public information, IACC is headquartered in Columbia, Washington, D.C., which is a non-profit organization of about 250 members. It is located in more than 40 countries and is committed to cracking down on counterfeit goods and piracy.

On his official website's home scroll column, he said, "Ma Yun will confirm his speech at the 2016 IACC Spring Conference!" the end of the title is exclamation mark.

The international anti fake alliance is facing a crisis of confidence and it has fallen into a most embarrassing situation.

Ali's accession meant that IACC acknowledged Ma's sincerity and achievements in fighting against counterfeiting.

IACC chairman Bob Barchiesi said the 21 Member Council voted unanimously to accept the Alibaba, which provided a way for its members to cooperate directly with Alibaba in dealing with fake goods and piracy.

The storm is coming up. After the voice of Michael Kors, the French luxury brand Longchamp and Unifab, a fake alliance Unifab made up of some French and global brands, also criticized the decision of IACC, some of which belong to the Unifab brand and also a member of IACC.

Not all brands are as clear as Michael Kors.

The most subtle is that some "anonymous" brands also express their support for Unifab, but are reluctant to reveal their identity because they are working with Ali to fight against counterfeiting.

The "cooperation against counterfeiting" here refers to the mechanism of safeguarding the rights and interests of Alibaba.

According to the information disclosed by Alibaba, as of the end of 2015, there were 542 brands of cooperative anti-counterfeiting, and some well-known brands such as Samsung, P & G, Microsoft, Louis Weedon, HP and Burberry were all on the list.

The more likely reason is that foreign brands want to grab the "big cake" in the Chinese market and need Ali's traffic.

After all, in this era of traffic flow, no one wants to lose the support and cooperation of more than 70% of the Chinese electricity supplier market.

The existence of fake goods on Ali platform is a fact, but objectively speaking, it can not completely deny the result of the company's counterfeiting.

From last year, it was obvious that Ali had paid more attention to the "anti counterfeiting" from the adjustment of platform structure, talent introduction, input of resources and external publicity.

In March 14th, Ma had made it clear that "no investment ceiling, no limit to entry."

He seems to have a clear confidence in the capital market.

Now, the Alibaba's platform governance department specializes in more than 2000 people.

The operation of Ali big data fraud system has a clear set of data:

"The real-time data of Alibaba's prevention and control system has been analyzed for 100 million times per second, and more than 1.2 hundred pieces of fake information have been successfully released in Taobao.

The front desk shops close to 5000 sellers were closed for sale, and the sellers were permanently prohibited from working with Taobao and Tmall platforms. At the same time, more than 160 thousand of the infringing goods were put off the shelves.

In 2011, the Alibaba had undergone a difficult pformation.

Trying to use the brand of Tmall mall to reverse people's impression of the spread of counterfeit goods on Taobao.

Ali's anti-counterfeiting channels also expanded from the single online counterfeiting channel "Aliprotect" in 2008 to the offline counterfeiting operation in 2011. In 2014, Ali even set up an intellectual property team in the United States.

2015 is the year when the counterfeit action is concentrated.

The most stringent "three array outgoing" in history, on-line credit rights projects and IPP investment online.

Until now, when all business levels are exposed in public, they will mention the sense of security brought by "platform governance" to business people.

Nevertheless, from the voice of Michael Kors, some foreign brands seem to be right.

The effort is not to be bought.

This reflects the difficult situation of Alibaba in the process of globalization.

Although it has made a lot of efforts, it is still difficult to get rid of the "fake" label in a short time, and the inherent knowledge of foreign capital markets and media on Taobao will become an obstacle to Alibaba's "globalization" strategy.

Liu Peng, general manager of Tmall international, said in an interview with an interface reporter, "by this year, Tmall international has been three years, and the current growth rate has reached 106%."

Ali's "globalization" has been placed and "

"Big data" is the same as the three "core strategy" height.

Ali also needs global business as a new growth point for financial reporting.

Not only Alibaba, the electronic business platform has many difficulties in all aspects of counterfeiting, but many conceptual misconceptions are not clearly defined in law.

The simplest example is that "non genuine" is not equivalent to counterfeit goods, but also a management measure of the brand side in the commodity distribution system.

That is to say, because of the confusion of brands' own distribution channels, some commodities that pass the quality, but those that are not controlled by brands, may also be labeled as "non genuine" hats, which may cause misunderstanding to consumers.

Take the "Shanzhai" as an example, there is also a blind spot in the law.

The "counterfeit" commonly known as daily is actually a violation of the intellectual property rights of others. Generally, it refers to the trademark infringement act that is registered with the registered trademark without the permission of the obligee.

In an interview, Alibaba's platform management department, Hu Ling, likened the relationship between online and offline counterfeiting to a wound patch and wound: "you always take a wound patch to stop bleeding.

If the root is not eradicated, it will be full of holes. "

He believes that the root of counterfeiting is offline.

But obviously, foreign capital markets will not manage that.

After the publication of the Wall Street Journal on the afternoon of April 28th in Beijing, Alibaba's share price fell by 2.49%, and picked up slightly later.

Alibaba wants to dismantle the "fake" bomb and persuade Wall Street, which requires more efforts and time.