intellectual property protection in alibabaip protection is a global challenge, online &...
TRANSCRIPT
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Intellectual Property Protection in Alibaba
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IP Protection is a Global Challenge, Online & Offline
RMB 50K ONLINE
RMB 90MN PHYSICAL MARKET
LV CROSS-BORDER HANDBAG CASE
GUANGDONGDUBAI
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Consumer Protection is Our First Priority
-51.6%
COUNTERFEIT COMPLAINTS RATE BY CONSUMERS SINCE 2015
7-DAYS UNCONDITIONAL MONEY BACK GUARANTEE
FAST MONEY BACK GUARANTEE
…
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IP Protection is Much More Complicated Than “Notice-and-Takedown”
WHICH ONE IS AUTHENTIC? CHANNEL MANAGEMENTLEGAL PROTECTION SCOPE SIMILAR TRADEMARK DISPUTE
Protection Scope: Class 1, 11, 21, etc.
Protection Scope: Class 24(towel,
bedsheets)
GENUINE Official Price RMB 1750
UNCLEAR RMB 880
FAKE PRODUCT RMB 80
v.s.
Personal Shopper Parallel Import
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FAIRNESS
SELLERS RIGHT OWNERS
IP Protection is Much More Complicated Than “Notice-and-Takedown”
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Alibaba Approach to IP Protection
Rights Owner Cooperation Government Collaboration
Proactive Efforts
Innovation Technology+ + Big Data
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Cooperation with Leading Global Brands & IP AssociationsCOOPERATION WITH LEADING GLOBAL BRANDS COOPERATION WITH IP ASSOCIATIONS
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3.75 Days
< 0.5 Days
Fast Resolution Base on Trust and Credit
700+ BRANDS
+IACC
~80K RIGHTS OWNERS
GOOD-FAITH TAKEDOWN MECHANISM
MARKETSAFE
REGULAR COMPLAINTS
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Fast Resolution with Technology
>1 Billion
TOTAL PRODUCT VOLUME
10+ Million
REAL TIME SCANNING ON NEWLY RELEASED
PRODUCTS ON DAILY BASIS
SCALABILITY
600
DETECTION MODELS +
RULES
<30ms
REAL TIME SCANNING TIME ON EVERY PRODUCT
#1
MULTIPLE WORLD LEADING TECHNOLOGIES
CAPABILITY
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400+ features covering overall procedure
ITEM
BRAND PRICE KEYWORD
IP & GEO INFO
PAYMENT METHOD
TRADE MEMO
USER BEHAVIOR TRADE LOGISTICS
RECEIVER INFO
RETURN INFO
CONSUMER FEEDBACK
COMPLAINTS AND REFUND
SERVICE AND MORE…
Detection Model Powered by Big Data
DETECT THE CONNECTION AMONG COUNTERFEITERS WITH GRAPH ANALYSIS.
• Red: Frudulent Seller
• Orange: Counterfeiters
• Blue: Normal
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Our Evolving Technology
TRADEMARK RECOGNITIONNIKE “SWOOSH” LOGO
OCR“SPECIAL OFFER ¥1,000-7,800”
NEW COUNTERFEITING
TREND
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PROACTIVE REMOVAL OF LISTINGS
≈120 M
Our Proactive Approach
=LISTINGS REMOVED
UPON IPR REQUESTS
8X
CLOSURE OF STORES ON TAOBAO.COM
≈200,000
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AQSIQ
NACAO
PSB OF PUTIAN
“DUAL-COMBAT” OFFICE*
* “Dual-Combat” Office’s official name is National Leading Group Office against the IP Infringement and Counterfeiting
Government Collaboration
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Anti-counterfeiting Requires Collaboration
SOCIETY
RIGHT OWNERS
GOVERNMENT
ASSOCIATIONS