[August 10, 2017] |
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Alibaba's Enhanced IP Protection Platform Now Eliminates Fake Listings in Less Than 24 Hours
At its Brand Rights Holders Day in Beijing, Alibaba Group (NYSE:BABA)
today unveiled enhancements to its Intellectual Property Protection
(IPP) Platform. In the first month since the "express" technology
enhancements were made, almost all cases submitted by rights holders
were handled and closed within 24 hours, among which more than 80% of
the listings were also taken down. Alibaba's IP Protection Platform is
used by brands and IP owners to flag and request the take down of
counterfeit or IP-infringing product listings.
Key highlights of Alibaba's IP Protection Platform technology upgrades
include:
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A single entry point across all Alibaba e-commerce platforms and
streamlined process to assess the validity of complaints;
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A more-automated complaints-processing, analysis, and
product-authentication system powered by new algorithms and data
models;
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A dedicated team of IPR professionals to reduce response time for
inbound inquiries, as well as proactive outreach to new IPP users and
those with more complicated IPR cases;
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Broader brand-protection technological capabilities, for instance,
multi-lingual trademark-recognition; and
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Improved search engine optimization (SEO) for easier discovery of and
access to the IPP platform.
Of the complaints received, 96% were handled and closed within 24 hours,
among which 83% of the listings were also taken down. The remaining 17%
were declined mainly for reasons such as insufficient evidence to prove
infringement or a mismatch between the complained listing and IP
documents filed.
To ensure continuous improvements to the IPP Platform, Alibaba will
conduct regular satisfaction surveys and invite rights holders to
provide feedback about their user experience.
Building Trust with Brands and Rights Holders
At the Brand Rights Holders Day, Alibaba engaged with the 180 brand
representatives to discuss ways to further improve online and offline IP
protection and build up mutual trust.
"Brand trust is core to our mission," said Jessie Zheng, Alibaba's chief
platform governance officer. "Our enhanced platform, along with
significant progress in other important initiatives all showcase the
industry best practices Alibaba is creating for the benefit of all our
stakeholders."
The Brand Right Holders Day event and platform upgrade received positive
feedback from participating brands, who said they gained more in-depth
knowledge and understanding about the IP-protection tools at their
disposal.
"As a long-standing partner of Alibaba's, I'm impressed with the
technology upgrades to the platform we saw today, and appreciate
Alibaba's openness about its processes and willingness to seek our input
on how to better work together. As a brand, I learned a lot, which
instills our continued trust in Alibaba to protect our IP," said Jessica
Guo, Senior Legal Manager, Spalding.
Additional Significant Progress in IP Protection Reported
The operator of the word's largest online and mobile marketplaces also
shared recent progress made in furthering brand and stakeholder
collaboration, law-enforcement partnerships and legal action against IPR
infringers. Highlights included:
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A significant agreement by Alibaba
Group and French luxury group Kering last week to cooperate in
efforts to protect intellectual property and take joint enforcement
actions online and offline against infringers.
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Vendors
Day in July, where Alibaba and IPR agencies - who work on
behalf of rights holders to protect their IP - met to share
experiences, best practices and discuss how to best work together to
protect rights holders' IP.
"The willingness to cooperate,
to talk directly with customers…and find real solutions to the
problems we face, this is something hard to find in other
marketplaces," said Joan Porta, online brand protection manager at Red
Points. "Having someone you can talk to, bring your problems to and
get effective responses from, Alibaba is clearly in a top position
among marketplaces."
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Creation of the Alibaba
Anti-Counterfeiting Alliance (AACA),
a collaboration between Alibaba and 30 international and Chinese
brands that leverages big data and the latest technologies to enable a
cooperative, global, 24-hour anti-counterfeiting network. Members
include Louis Vuitton, Samsung (News - Alert), Amway and Mars, among others. Since
its formation in January, the AACA has met twice and is making
tangible progress towards its goals. Another meeting is scheduled for
September.
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Formation (News - Alert) last month of the "Cloud
Sword Alliance," a partnership with provincial
governments of 13 Chinese provinces, providing law-enforcement bodies
with data to track down and prosecute criminal rings and activities.
This broader alliance grew out of a single, four-month cooperative
investigation with provincial law-enforcement authorities in 2015. The
technology behind Cloud Sword involves complex algorithms and machine
learning from Alibaba's technological ecosystem. The technology is
able to track not just illegal transactions, but also trace them
upstream to the production source.
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A legal
victory against a seller of fake cat food on Taobao, with a
Shanghai court last month ordering the IPR infringer to pay damages.
The case was one of three civil suits Alibaba has lodged against IPR
violators on its platforms so far this year. At the start of the year,
Alibaba sued two Taobao vendors for selling fake
Swarovski watches. And in May, Alibaba went to court to seek
damages against a Taobao vendor who was previously convicted of
trademark violation by selling
fake Wuliangye-branded spirits.
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Proactive monitoring for improper use of branded keywords.
Since last year, Alibaba has focused on cracking down on merchants who
attempt to mislead consumers through misappropriation of branded
keywords in the titles of product listings. Alibaba continues to use
advanced algorithms to identify, block and remove them and root out
repeat offenders, and results are showing. Valid complaints about
misuse of trademark keywords decreased 84% through July this year from
a year earlier.
About Alibaba Group
Alibaba Group's mission is to make it easy to do business anywhere. The
company aims to build the future infrastructure of commerce. It
envisions that its customers will meet, work and live at Alibaba, and
that it will be a company that lasts at least 102 years.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170809006285/en/
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