Nowadays, e-commerce is developing very fast. When a brand develops to a certain stage, it will encounter problems such as dealers selling goods and fake goods at low prices. This will have a great impact on the brand's image and sales. In response to this situation, many companies are already taking measures. For example, some control and monitor through their own company’s channels, while others complain and control through Taobao’s relevant platforms. However, since most companies do not know much about Taobao's rules, they are unable to check the source of goods from stores with random prices. As a result, the final control effect is not very ideal.
Regarding the reasons why brand owners do not control well through channels, I summarized it as follows:
1. Brand owners can only control and punish some dealers or agents; even some Brands are not, unwilling or unable to punish dealers. Ultimately leading to a breakdown in management and control.
2. Even if the brand can control the first-level agents or distributors, it cannot control the second-level and third-level agents or the stores with excessive prices on Taobao, resulting in policies and countermeasures. . Eventually a break occurs.
3. It can only monitor and communicate, but cannot deter and punish. It is definitely impossible to control the market.
Generally speaking, it is done through complaints. There are generally three handling methods
1. Intellectual property complaints:
Trademark rights: If there is a prominent use of the brand's trademark LOGO in the main image or description image of the web page, the processing cycle is 3 -7 days, the link will be removed and 2 points will be deducted.
Copyright: If there is any misappropriation of official image text in the main image or description image of the webpage, the processing period is 3-7 days, the link will be removed, and 2 points will be deducted (official refers to the company's official website, flagship store , online picture album, art work registration certificate)
Patents: appearance patents, invention patents, utility patents
Patent complaints require submission of qualifications, patent certificates and patent evaluation reports, invention For patents, you only need to provide a patent certificate
2. Complaints about counterfeit goods:
Not produced: The store is of low level and is not online for a long time. The processing cycle is 3-7 days, and the deduction is 0-48 Points vary
Comparison of real and fake goods: Through comparison at the information level, if you complain on the grounds of fake goods (invoices with the same model under the brand name), the processing cycle is 3-7 days, and 2 points will be deducted
Fake factory name and address: fake production information, processing period 3-7 days, deduct 2 points
Purchase appraisal: buy the product through purchase, prepare a fake appraisal report to complain on the grounds of fakeness, The processing cycle is 7-15 working days. All links to products of the same model will be removed from the shelves. A minimum deduction of 12 points will be made and the store will be blocked for half a month.
3. Online reporting:
Scratching codes and blocking trademarks , misplacing categories, expanding publicity, and selling prohibited items
In general, either the low-price links are deleted or the source of the goods is found