Taobao penalizes more than 20 million illegal products

In recent days, Taobao launched the largest “Bengbu brand-name” rectification operation – the “Brooming Action”, which implements a multi-pronged approach through rules dissemination, release and interception, inventory clearing, and other methods, and implements brand names and brand name-draining products. Strict active disposal, the first batch of processed goods amounted to more than 20 million pieces.

"Best Brand" infringes on trademark rights, and the first phase of big data modeling is escorting 685 brands.

"The 'Broom Action' is mainly aimed at using the keywords of other people in the title, especially the brand keywords, to attract attention through the famous brand and achieve diversion." Zheng Junfang, chief management officer of Alibaba, stated that this began in April this year. Alibaba launched a special governance operation and hoped to take the initiative to carry out prevention and control through big data modeling through technical means.

To this end, the special action group specifically scrutinizes such activities as “famous brands”, lists the 1,500 brands that appear most frequently in daily consumption scenarios, and takes the lead in the first phase according to the consumer’s daily complaints and feedback from brand rights holders. Tested on 685 brands including Hermès, Dolce & Gabbana, Ferragamo, Patek Philippe, Bulgari, Montblanc, Vacheron Constantin and others.

Inventory Clearance + New Launch Interception, Strictly Preventing "Brand Name + Same Payment"

According to the action plan, the “broom” initiatively attacked three types of situations, including inconsistent labeling, brand building, and brand names. That is, for the above 685 brands, once brand information appears in the title of the merchandise sold by the seller, the description of the details, or the merchandise picture, and is inconsistent with the brand name in the merchandise attribute, or the merchandise title appears with 2 or more brand information, in particular, Such descriptions as “same money”, “imitation money”, “cunning beauty,” etc., can immediately be classified as high-risk sensitive by Alibaba’s big data anti-counterfeiting system, and they are being arrested for penalties.

In addition to the above-mentioned methods to clean up the inventory of goods, the special action team also launched a new interception system. When the seller released the details of the baby, there were any cases of inconsistent labeling, brand building, etc., and they could not be published successfully.

As of June 2016, the “Brooming Action” has handled over 20 million items that were suspected of improper use of his profits. The five categories with the highest penalties are: men's wear, women's wear, women's wear, men's wear, and luggage. Leather goods are the home base for the distribution of traditional well-known brands, and they are also important cities for the protection of production in the Internet era. For this reason, the “Brooming Action” not only made the front page more refreshing, but also caused the brand complaint volume to plummet by more than 50%.

The "Broom Operation" is just one of the recent Alibaba measures to protect production. According to Zheng Junfang, in 2015, the number of goods intercepted and taken off by Alibaba through the master control model was eight times that of rightholders. In the first half of this year, the “broom operations”, LOGO smearing, and the management of cottages have made this possible. The number reached 22 times. That is to say, at least 22 counterfeit goods had been discovered and dealt with by Ali before the rights owner complained about a commodity. In the future, Ali will also upgrade its technology and continue to output big data anti-counterfeiting capabilities. With the help of co-construction of rights holders and government cooperation, the company will increase the efficiency of know-how protection.