Intellectual Property Protection in Alibaba

IP Protection is a Global Challenge, Online & Offline

RMB 50K ONLINE

RMB 90MN PHYSICAL MARKET

LV CROSS-BORDER HANDBAG CASE

GUANGDONGDUBAI

Consumer Protection is Our First Priority

-51.6%

COUNTERFEIT COMPLAINTS RATE  BY CONSUMERS SINCE 2015

7-DAYS UNCONDITIONAL MONEY BACK GUARANTEE

FAST MONEY BACK GUARANTEE

…

IP Protection is Much More Complicated Than “Notice-and-Takedown”

WHICH ONE IS AUTHENTIC? CHANNEL MANAGEMENTLEGAL PROTECTION SCOPE SIMILAR TRADEMARK DISPUTE

Protection Scope: Class 1, 11, 21, etc.

Protection Scope: Class 24（towel,

bedsheets）

GENUINE Official Price RMB 1750

UNCLEAR RMB 880

FAKE PRODUCT RMB 80

v.s.

Personal Shopper Parallel Import

FAIRNESS

SELLERS RIGHT OWNERS

IP Protection is Much More Complicated Than “Notice-and-Takedown”

Alibaba Approach to IP Protection

Rights Owner Cooperation Government Collaboration

Proactive Efforts

Innovation Technology+ + Big Data

Cooperation with Leading Global Brands & IP AssociationsCOOPERATION WITH LEADING GLOBAL BRANDS COOPERATION WITH IP ASSOCIATIONS

3.75 Days

< 0.5 Days

Fast Resolution Base on Trust and Credit

700+ BRANDS

+IACC

~80K RIGHTS OWNERS

GOOD-FAITH TAKEDOWN MECHANISM

MARKETSAFE

REGULAR COMPLAINTS

Fast Resolution with Technology

>1 Billion

TOTAL PRODUCT VOLUME

10+ Million

REAL TIME SCANNING ON NEWLY RELEASED

PRODUCTS ON DAILY BASIS

SCALABILITY

600

DETECTION MODELS +

RULES

<30ms

REAL TIME SCANNING TIME ON EVERY PRODUCT

#1

MULTIPLE WORLD LEADING TECHNOLOGIES

CAPABILITY

400+ features covering overall procedure

ITEM

BRAND PRICE KEYWORD

IP & GEO INFO

PAYMENT METHOD

TRADE MEMO

USER BEHAVIOR TRADE LOGISTICS

RECEIVER INFO

RETURN INFO

CONSUMER FEEDBACK

COMPLAINTS AND REFUND

SERVICE AND MORE…

Detection Model Powered by Big Data

DETECT THE CONNECTION AMONG COUNTERFEITERS WITH GRAPH ANALYSIS.

• Red: Frudulent Seller

• Orange: Counterfeiters

• Blue: Normal

Our Evolving Technology

TRADEMARK RECOGNITIONNIKE “SWOOSH” LOGO

OCR“SPECIAL OFFER ￥1,000-7,800”

NEW COUNTERFEITING

TREND

PROACTIVE REMOVAL OF LISTINGS

≈120 M

Our Proactive Approach

=LISTINGS REMOVED

UPON IPR REQUESTS

8X

CLOSURE OF STORES ON TAOBAO.COM

≈200,000

AQSIQ

NACAO

PSB OF PUTIAN

“DUAL-COMBAT” OFFICE*

* “Dual-Combat” Office’s official name is National Leading Group Office against the IP Infringement and Counterfeiting

Government Collaboration

Anti-counterfeiting Requires Collaboration

SOCIETY

RIGHT OWNERS

GOVERNMENT

ASSOCIATIONS