Outcomes from Alibaba’s Brand Rights Holders Day

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Last week Alibaba hosted a Brand Rights Holders Day in Beijing attended by 180 brands where they unveiled enhancements to their Intellectual Property Protection (IPP) Platform. This is part of Alibaba’s push to remove counterfeiters from their platforms and connect affluent Chinese shoppers with luxury brands and overseas retailers.

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. Only 17% of cases were declined – mainly for insufficient evidence to prove infringement or a mismatch between the complained listing and IP documents filed.

Alibaba also said it has improved the overall IPP Platform user experience, creating a single website for rights holders and brands to register and file takedown requests across all of Alibaba’s marketplaces. Along with the IPP Platform enhancements, Alibaba is also rolling out more-comprehensive policies and enforcement programs to protect original designs, along with an expanded brand-protection program that offers multilingual trademark recognition.

“Brand trust is core to our mission. Our enhanced platform and express processing of listing takedowns within 24 hours, along with significant progress in other important initiatives all showcase the industry best practices Alibaba is creating for the benefit and trust of all our stakeholders.”
– Jessie Zheng, Alibaba’s chief platform governance officer

Highlights from the event

  • Alibaba agreed with French luxury group Kering to cooperate in efforts to protect intellectual property and take joint enforcement actions online and offline against infringers.
     

  • Alibaba launched a new invite-only luxury platform on Tmall to bring the same brand exclusivity and tailored shopping experience consumers would get in a brick-and-mortar store. Some of the participating brands include Burberry, Hugo Boss, La Mer, Maserati and Guerlain (LVMH).
     

  • Spanish luxury fashion brand Loewe announced its entrance into the China e-commerce market through the new Tmall Luxury Pavilion. In honor of Chinese Valentine’s Day this month they designed a bag exclusively for China’s online shoppers. The limited edition run will sell during a 24-hour flash sale on our new “pop-up store” marketing tool “Tspace”. Loewe is the first company to use Tspace.
     
    The Loewe event is the latest in a recent push by Alibaba to connect international luxury brands with increasingly affluent Chinese consumers
     

  • Alibaba announced a new joint venture with Marriott to reimagine Chinese consumers’ end-to-end travel experiences by making travel easier for the 700 million outbound trips Chinese consumers are anticipated to take over the next five years.

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