In Vietnam, e-commerce floors are constantly complained by users because of the rampant counterfeit goods, affecting the shopping experience. At the same time, counterfeit goods also directly affect the brand.
After many reflection articles, e-commerce floors, including Lazada, offer solutions that are quite localized in each single case. This leads to counterfeit and counterfeit products still exist on this platform. Not only Vietnamese trading floors, counterfeit goods are also operating on many platforms of big technology like Amazon, JD, Alibaba …
How to handle these platforms?
According to research by Marketplace Pulse , sellers from China currently account for 25% of the merchants on Amazon America and are likely to account for a quarter of Amazon’s global market.
According to the report of the Organization for Economic Co-operation and Development (OECD), more than 60% of the counterfeit and counterfeit goods worldwide are from China. According to Xinhua news agency, 40% of China’s domestic e-commerce sites contain counterfeit goods.
Counterfeit goods exploded with e-commerce
However, the issue of counterfeiting does not only exist in China. It follows the Internet, crept into every store on e-commerce floors across the country.
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| By 2022, the value of counterfeit and pirated goods is expected to increase to $ 2.800 billion and steal 5.4 million jobs. Photo: Getty. |
According to Forbes , counterfeit goods have become one of the biggest economic problems of this era. By 2022, the value of counterfeit and pirated goods is expected to increase to $ 2.800 billion and steal 5.4 million jobs.
Previously, Amazon once claimed that it did not tolerate the sale of counterfeit items on its website. “We work closely with manufacturers and brands to identify violators and remove fraudulent items. We are taking legal action and actively monitoring the booths, ”Amazon representative told BuzzFeed when asked about the problem of rampant counterfeiting.
This is also a common way of answering e-commerce floors around the world when asked about counterfeit and fake goods.
Alibaba, JD.com, TaoBao also share the same answer “drastically research and overcome”. However, the results are not always good.
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| In 2018, Amazon overhauled their trademark registration program. Branded companies can contact Amazon to use their counterfeit and counterfeit product reporting tool. Photo: Getty. |
Any user can visit Amazon.com and search for the keyword “Michael Kors” to get the result of a fake accessory store or “Adidas Yeezy Boost 350” for $ 1,200, but only sells for $ 40. .
During a random test conducted by BuzzFeed , fake luxury goods appeared rampant on Taobao as variants of names. Gucci jacket labeled G-House or Ralph Lauren T-shirt named “Little Horse”. The logo in the image is blurred to bypass Taobao’s image censorship layers.
According to BuzzFeed , the examples above show how technology companies are “helpless” against counterfeiting as promised.
Alibaba reported authorities arrested shops selling counterfeit goods
According to BuzzFeed , in 2017, Alibaba closed 240,000 online stores suspected of selling counterfeit products.
Alibaba also helped authorities catch fake shipments of about 4.3 billion yuan ( $ 668 million ). The company also denounced counterfeit stores across China, resulting in 1,606 suspects being arrested in 2017.
Alibaba said that as the world’s largest retail platform, the company is committed to fighting counterfeiting and protecting intellectual property rights.
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| In 2017, Alibaba closed 240,000 online stores suspected of selling counterfeit products. |
In January 2017, Alibaba and 20 major brands created tools against counterfeiting by establishing a big data analysis research institute. So far, 30 brands have participated in “alliances to combat counterfeiting with big data”.
According to Alibaba, companies including Louis Vuitton, Mars and Samsung partnered with them to suppress counterfeiting, using Alibaba’s systems to scan up to 10 million products a day to find fraudulent items.
Despite Alibaba’s continued efforts to clean up the platforms, Taobao is still on the blacklist of counterfeit and pirated platforms of the US Trade Representative (USTR).
Although USTR noted that Alibaba has taken positive steps to combat copyright infringement, there is still a large number of fake and fake products that exist on Taobao. Alibaba has objected to this blacklist and called it “big, biased and politicized”.
RJ Hottovy, a Morningstar consumer strategist, told BuzzFeed News that he believed the company was able to stop selling counterfeit goods on its websites.
“I think they succeeded. You will never eliminate 100% of counterfeit goods, but good management of counterfeit brands is good enough, ”Hottovy said.
Other Chinese platforms such as Jingdong also strengthen verification of important items before it reaches consumers. Among them, branded products and electronics are the focus of management.
In addition, Tmall – a model of a store directly sold by Alibaba is also rated high-end, reliable and fastidious with counterfeit goods.
Amazon uses fake control technology
In 2018, Amazon overhauled their trademark registration program. Branded companies can contact Amazon to use their counterfeit and counterfeit product reporting tool.
This tool will immediately remove counterfeit products from the platform without going through censorship steps. It ensures that no users become “white mice” of counterfeit goods and brands that have more immediate solutions.
According to Forbes , such a system may not be perfect, but at least it solves the most serious mistakes. In fact, Amazon also has image recognition technology that can distinguish fake goods on their platform.
In addition, Amazon also has a system called Project Zero. It is supported by Amazon machine learning with automatic protection, continuous scanning of stores and actively eliminating suspected counterfeit goods. Brands only need to provide important data points such as trademarks, logos, designs …
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| Amazon scans more than 5 billion times of goods updated every day to detect counterfeit products. Photo: Getty. |
Amazon scans more than 5 billion times of goods updated every day to detect counterfeit products. This tool works similarly to YouTube Content ID. It collects the database provided by the brand with newly posted goods.
Amazon says that they empower brands because they believe that the combined power of brands can push counterfeit goods off the platform. In return, brands will have to do better business to join Project Zero.
In addition, Amazon is offering an optional product serialization service for companies that will place Amazon’s unique serial number for their products during production, then allow Amazon to scan. and confirm that a certain product is authentic before leaving the warehouse.
Unlike automatic copy protection and self-service options to remove lists, free for approved brands for Project Zero, serialization services will cost between 0.01-0 , 05 USD per unit, depending on volume.