Ali Baba: inferior products and non-authentic does not mean a fake Alibaba, fake, fake-IT information
Today is the 16th World Intellectual property day. The same day, Alibaba Group issued the 2015 Alibaba's annual report on the protection of intellectual property rights (hereinafter referred to as annals), since this is the 2014, Ali released the second annual report on intellectual property protection. Worth noting is that in this annual report, beginning with a large space, citing international and domestic "fake" authoritative definitions, to elaborate "what is fake? "And clearly stated that inferior products and non-authentic does not mean fake.
The report stressed that the loose use of "unofficial" concept, not only confuse the consumer awareness, and prone to misreading of public opinion and reduce community confidence in the product and even improper understanding of Chinese-made products in the world. The report also called for the Government and community authorities in talking about the fake issue to define science, avoided the issue of non-Commission on intellectual property as a fake, enlarged fakes.
So, recently criticised the "knockoff" and "fake" one thing? For a proliferation of "shanzhai" brands and products, Ali is running? As the world's largest e-commerce platform in governance "Cottage" in the process, Ali also faces a dilemma? On these issues, the legal daily reporter of Alibaba platform product management center director Li Xi Han conducted an interview with.
Law on "fake", "shanzhai" lacks a clear definition
Reporter: "knockoff" synonymous with "fake"? What is the difference between the two?
Li Xi Han : cottage is not a legal concept. What many people called the "Cottage" brand is registered by the Trademark Office, there are "legal identity" law will generally be the stronghold known as trademark. In practice, whether arising out of the use of a trademark or brand "trademark" infringement requires confirmation of authority or the decisions of the judiciary, are confirmed.
Now a lot of people will "Cottage" and "fake" confused, but in fact the current national laws on "fake" and "copy" are not clearly defined. Platform based on what the public views as well as business practices, think common sense of "fake" and "shanzhai" there are core differences, "fake" generally refers to without the permission of rights holders, on the same commodity using the registered trademark trademark infringement of the trademark, and the cottage is trademark may constitute an act of consumer confusion. From a legal point of view, village synonymous with fakes and not completely, there are essential differences between the two.
A lot of copycat brands are all valid registered trademarks
Reporter: e-commerce platform in governance "shanzhai" encounter difficulties on the products, why not clean up "fake" as fast as hard to clean up the "knockoff"?
Li Xi Han : Ali to "fake" is a zero-tolerance approach, in order to combat the "fake" from 6 years ago, Ali began working on data governance, hiring executives responsible for match-fixing, are now more than 2000 people formed a fighting team. April 2015 to September, Ali, pushing sales to law enforcement agencies leave gang clues 717, incorporated by law enforcement agencies around 330, cases that were uncovered at 279. During Ali helped the police destroyed the manufacture, storage, sale leave dens, over more than 600 suspects 715 people.
But for "shanzhai" products, e-commerce platform currently has a number of difficulties, there are some difficulties in the law.
First of all, many brands are granted through the national trademark office registered trademark effectively, dealing directly with the platform there are legal risks, but these brands likely to cause consumer confusion, make consumers misunderstand the situation objectively.
For example, "some" and "wonderflower" "Vance", "free good" brand, though is through the national trademark Office approved the registration of regular brands, but actual consumption, it is easy to confuse consumers and complaints e-commerce platform sales "knockoff" or directly considered selling "fake". Because there is no clear legal provision, which makes e-commerce platform in the national law and contrary to consumer awareness of the people "on both sides of non-human" position.
Second, many brands and confused after a number of lawsuits between the big platform in the respect and implementation of the legal instruments decisions while it is difficult to respond to consumer questions. For example, cats exist simultaneously on the "muji store" and "can't print good MUJI official flagship store", many consumers complain to the platform, originally wanted to buy MUJI, bought into the Chinese version of "free good" feel cheated. But in fact, China's "free good" brand is a brand of legal existence, and after court confirmation. Platform needs to respect and implement the effective judgment, you cannot return it.
At present, we are looking from store signs alert consumers to pay attention to it and the "MUJI" distinction, in order to solve the problem of consumer confusion. "Vance" is similar to the problem, many consumers think "Vance" is the United States the vans brand, which cause a large number of complaints to the platform.
In short, for "shanzhai" products, Ali is actively exploring "Cottage" means and methods of governance.
Thousands of assessors and public participation in the screening cottage
Reporter: for e-commerce platforms appeared frequently on "shanzhai" brands, cat how to solve it? What are the specific measures and methods?
Li Xi Han : for a good shopping experience for consumers, ensuring that "cat" sound development. September 2015, the cat QA team to open the "data + public review," "Ting Chun Shan". Mode of operation of the project are: the alleged fake trademarks (goods) is filtering out the data model will be transmitted to Taobao "public reviewers were" involved in the judging. Each data capture to trademarks (merchandise) needs to push at least 800 to 1000 public assessors participate in the judging. Reviewers ' task is by watching trademarks (goods) appearance, shape, and so on, the "confusing" this question "Yes" or "no" option.
If it exceeds a certain percentage of the public reviewers think of the trademark (products) were used to generate confusion, cat will start a series of governance mechanisms, such as the flagship stores are no longer the trademark belongs to renew, related items deleting and so on, will also be considered in the future by limiting loans, different restrictions on activities by means of fake goods.
Reporter: "cat" against fake results to share?
Li Xi Han : through "Ting Chun Shan", last year not to renew the copycat brands include: Vance, Crown triumph fangli posture, AF&LF, Adtass/aidita-Shi, BUYBARLY and many other brands, and delisted or return the 144 stores.
In mid-April, "Ting Chun Shan" total foreign invested 10,811 "shanzhai" analysis tasks, invested a total of 216,000 appraisal, also Amoy brand: 1904, covers Amoy class 59. This year, all the "shanzhai" analysis of the project's budget of more than 2 million.
Early this year, the cat on "shanzhai" cleanup, extends to the product from the brand end-end, in early April, cat men's shoes, women's shoes, sports shoes fake goods controlled, NEW BALANCE, Nike, adidas, VANS, converse, Skechers, big Asics/yaseshi 7 active protection. In less than a month, were identified through the analysis of the public judged the confusion of goods: 5,277, up to now, the online counterfeit goods decline of 86.8%, cleanliness has increased significantly at the front desk.
Village administrative and judicial authority recognition
Reporter: cat Taobao merchants moved into what is the requirement? Why "Cottage" brand positioning?
Li Xi Han : cat merchants currently assigned to a set of strict standards. But as said before, the "Cottage" brand was registered in the State administration for industry and commerce, settled on the elements and process audit, "shanzhai" brands and no problems.
Like "free good" which brand it is January 2014 into cats and platforms of the day, when you approve a business qualification, is a legitimate brand registered by the country, the platform had no reasonable grounds for refusing applications for the brand's entry.
But after the entry of the brand, consumer shopping caused confusion, consumer complaints to the platforms it is difficult to tell the difference. So the cat from a technical perspective, to have optimized search results, as far as possible to consumers in the first time to find your wanted to buy branded goods.
Reporter: in the stronghold brand management, present day cat face challenges?
Li Xi Han : "Ting Chun Shan" mechanism in the cat have been running for some time, and achieved a certain result. But its mode of operation is still is an innovation platform on their own governance model, in this mode the "shanzhai" brands and goods for processing, you also need recognized by administrative and judicial authorities.
If there is active involvement in the Government sector, online interaction, to take administrative enforcement measures, perhaps "Internet + administrative enforcement" model emerged, copycat behavior that plague consumers for a long time can be effectively contained.
Wants an executable "commercial law"
Reporter: platform cleanup "shanzhai" not according to the situation, Ali consulted with market regulators? In this regard, what is the attitude of regulatory authorities?
Li Xi Han : on the management of "shanzhai" brands some cases and lawsuits, we have contact with the local industry and commerce as well as the Court of Justice and other departments, but to be honest, not much contact because "Cottage" brand management, is still a very new field, specific approaches and methodologies, we are trying.
On the whole, regulatory authorities approved the "shanzhai" governance, but as said before, because it is a new field, they are also accumulating cases and experiences, bad to say support or oppose.
Reporter: "fake" governance, Ali wants countries speed up legislation in which?
Li Xi Han : we hope for a different line of supermarkets online trading platform, country as soon as possible, a special "power law", while maintaining fair and equitable, it should also be enforceable. And for some is still at the development of new formats, can be abundant for a time.
Take the "shanzhai" governance, as a platform for China and the world's largest e-commerce, Ali's experience as "commercial law" case and provide valuable material. We also want to see Ali's experience could rise to policies, laws and regulations at the national level in order to maintain the sound development of China's e-commerce industry. But that takes time, and multi-sectoral coordination.
阿里巴巴：劣质产品和非正品不等于假货 - 阿里巴巴,假货,山寨 - IT资讯
今天是第16个世界知识产权日。当天，阿里巴巴集团发布了《2015年阿里巴巴知识产权保护年报》(以下简称《年报》)，这是自2014年以来，阿里发布的第二份知识产权保护年度报告。值得注意的是，在这份《年报》中，开篇即用较大篇幅援引国际国内“假货”的权威定义，来详细阐述“假货是什么？”，并明确指出：劣质产品和非正品不等于假货。
《年报》强调，不严谨地使用“非正品”概念，不仅混淆消费者的认知，也容易引发舆论误读，降低社会对产品的信心，甚至带来国际上对中国制造产品的不当理解。《年报》同时呼吁，政府及社会各界权威人士在谈及假货问题时定义要科学，避免把非知识产权问题统归为假货问题，放大假货比例。
那么，近年来饱受诟病的“山寨货”跟“假货”是一回事吗？对于泛滥成灾的“山寨”品牌和商品，阿里是如何治理的？作为当今世界最大电商平台，在治理“山寨”过程中，阿里又面临着哪些现实困境？就这些话题，《法制日报》记者对阿里巴巴平台商品管理中心负责人李溪涵进行了专访。
法律对“假货”“山寨”缺乏明确定义
记者：“山寨货”等同于“假货”吗？二者有什么区别？
李溪涵：山寨并非法律概念。很多大众所称的“山寨”品牌其实都是经商标局批准注册的，有“合法身份”，法律上一般将山寨称为商标近似。实践中，某个商标或品牌是否因使用“近似商标”构成侵权，需要有权机关的认定或者司法机关判决，才能确认。
现在很多人将“山寨”和“假货”混为一谈，但事实上目前国家法律对“假货”和“山寨”都没有明确的定义。平台根据民众认知以及商业实践，认为普通意义上的“假货”与“山寨”存在核心区别，“假货”一般指未经权利人许可，在相同商品上使用与注册商标相同商标的商标侵权行为，而山寨则是商标近似，可能构成消费者混淆的行为。因此从法律上来看，山寨与假货并不能完全划上等号，两者是有本质区别的。
很多山寨品牌都是有效注册商标
记者：电商平台在治理“山寨”商品上遇到的困境，为什么不能像清理“假货”那样快准狠的去清理“山寨货”？
李溪涵：阿里对待“假货”是零容忍的态度，为了打击“假货”从6年前阿里便开始着手研究大数据治假，聘请高管专门负责打假，现组建了超过2000人的打假团队。2015年4月至9月，阿里向执法机关推送售假团伙线索717条，获各地执法部门立案的为330条，被破获的案件为279起。期间，阿里协助警方捣毁制假、仓储、售假窝点600余个，抓获犯罪嫌疑人715人。
但对于“山寨”商品，电商平台目前有许多困境，在法律上也有一些难点。
首先，很多品牌都是经过国家商标局批准的有效注册商标，平台直接处理存在法律风险，但是这些品牌容易造成消费者混淆，客观上存在使消费者误解的情况。
例如，“纽巴伦”“wonderflower”“万斯”“无印良品”这样的品牌，虽然都是经过国家商标局批准注册的正规品牌，但是在实际消费中，很容易给消费者带来混淆，进而投诉电商平台销售“山寨货”或者直接认为销售“假货”。因为目前没有明确的法律规定，这使得电商平台夹在国家法律和百姓消费认知相悖的“两边不是人”的境地。
其次，很多品牌和被混淆的大牌之间还经过了多次诉讼，平台在尊重、执行司法文书判决之余很难应对消费者的质疑。比如，天猫上同时存在“无印良品旗舰店”和“無印良品MUJI官方旗舰店”，不少消费者向平台投诉，原本想买MUJI，结果买到了中国版“无印良品”，有上当受骗的感受。但事实上，中国“无印良品”品牌是合法存在的品牌，同时还经过了法院判决确认。平台需要尊重并执行生效判决，不能将其清退。
目前，我们正在想办法从店招层面提醒消费者注意它与“MUJI”的区别，以此来解决消费者混淆问题。“万斯”也是类似的问题，不少消费者以为“万斯”就是美国的vans品牌，从而造成对平台的大量投诉。
总之，对于“山寨”商品，阿里正积极探索“山寨”治理的方式和方法。
千名大众评审员参与甄别山寨
记者：对于电商平台上频频出现的“山寨”品牌，天猫如何解决？有哪些具体的措施和办法？
李溪涵：为让消费者有良好购物体验，确保“天猫”的良性发展。2015年9月，天猫品控团队开启了“大数据+大众评审”的“定军山”项目。该项目的运作模式是：涉嫌山寨的商标(商品)被大数据模型筛选出来后，会被传导给淘宝“大众评审员们”参与判断。每个被大数据抓取到的商标(商品)需要至少推送给800至1000名大众评审员参与判断。评审员们的任务是，通过观察商标(商品)的外观、形状等方面，对“是否会产生混淆”这个问题做出“是”或“否”的选择。
如果超过一定比例的大众评审员认为该商标(商品)对其产生了混淆，天猫则会启动一系列治理机制，比如该商标所属的旗舰店不再续签、相关商品删除等处理，未来还会考虑通过限制贷款、限制活动等手段对山寨品做不同程度的处理。
记者：“天猫”打击山寨有哪些成果可以分享？
李溪涵：通过“定军山”，去年不续签山寨品牌包括：万斯、皇冠黛安芬芳丽姿、AF&LF、Adtass/爱迪塔仕、BUYBARLY等众多品牌，并对144家店铺进行摘牌或清退。
到今年4月中旬，“定军山”总共对外投放10811个“山寨”辨析任务，共投入21.6万元的评审费用，同时覆盖淘系品牌数1904个，覆盖淘系类目59个。今年，全部“山寨”辨析项目的预算超过200万。
今年初，天猫对“山寨”的清理，已从品牌端延伸至商品端，4月初，天猫就男鞋、女鞋、运动鞋类目山寨商品进行管控，对NEW BALANCE、耐克、阿迪达斯、VANS、匡威、斯凯奇、Asics/亚瑟士7个大牌进行主动保护。在不到一个月时间内，共识别并通过大众评审辨析混淆商品数5277个，截至目前，在线山寨商品降幅达86.8%，前台清洁度大幅提升。
处理山寨需行政和司法机关认可
记者：天猫淘宝对商家进驻有何要求？为什么“山寨”品牌也能进驻？
李溪涵：目前天猫对商家入驻有一套严格的标准。但就像前面所说，“山寨”品牌本身是在国家工商总局有注册，从入驻要素以及流程审核上，“山寨”品牌并没有问题。
像“无印良品”这一品牌它是2014年1月入驻天猫平台的，当时审核商家资质时，是一个经国家批准注册的合法品牌，平台当时没有合理的理由拒绝该品牌的入驻申请。
但该品牌入驻后，引起了消费者的购物混淆，有消费向平台投诉难以区分两者区别。因此天猫从技术层面，对搜索结果做了优化，尽可能让消费者在第一时间找到想要购买的品牌商品。
记者：在山寨品牌治理上，目前天猫遇到怎样的难题？
李溪涵：“定军山”机制在天猫已经运行了一段时间，也取得了一定效果。但是其运作的模式仍然是平台自行治理的创新模式，以该模式对“山寨”品牌和商品进行处理，还需要行政机关和司法机关的认可。
如果有政府部门的积极介入，线上线下联动，依法采取行政执法措施，或许“互联网+行政执法”的模式能由此形成，困扰消费者许久的山寨行为可以得到有效遏制。
希望出台一部可执行的“电商法”
记者：针对平台清理“山寨”无法可依的局面，阿里是否与市场监管部门进行过磋商？对此，相关监管部门的态度是什么？
李溪涵：就治理“山寨”品牌时出现的一些案例和官司，我们跟地方工商以及法院等部门有接触，但说实话，接触并不多，因为“山寨”品牌治理，还是一个很新的领域，具体的方式和方法，大家还都在摸索中。
总体上讲，相关监管部门基本认可我们的“山寨”治理工作，但就如同前面所说，因为是个全新的领域，他们也在积累案例和经验，不好说是支持还是反对。
记者：针对“山寨”治理，阿里希望国家在哪些方面加快立法？
李溪涵：我们希望针对电商这样一个不同于线下商超的在线贸易平台，国家能尽快出台一部专门的“电商法”，在维护公正与公平时，它还应该是可执行的。而对于一些尚处于发展中的新业态，能给一些缓冲时间来丰富案例。
就拿“山寨”治理来说，作为中国乃至全球最大的电商平台，阿里的一些治理经验能为“电商法”提供宝贵的案例和素材。我们也希望看到，阿里的治理经验能够上升为国家层面的政策、法规，以维护中国电商行业的良好发展。但这需要时间，以及多部门协调。