how to effectively deal with counterfeits

Download How to effectively deal with counterfeits

Post on 16-Apr-2017

339 views

Category:

Retail

5 download

Embed Size (px)

TRANSCRIPT

TITLE

HOW TO EFFECTIVELY DEAL WITH COUNTERFEIT

September 2015Lella braunerhead of anti-counterfeitinG

1

ABOUT YELLOW BRAND PROTECTIONA global online anti-counterfeiting specialist, working discreetly for many of the worlds most recognized brands.

Broadest search capability in the industry - covering all key online sales channels: Websites & Domains, Social Media, Mobile Apps, and over 650+ Online Market Places

Particular strength in China dedicated Team China with strong local relationships & ave. 24hr takedowns on Alibaba

Highest online enforcement rates in the industry, regularly exceeding 95% success. Over 3m listings enforced. We Stop at Zero.

Online investigation services, identifying key offenders and gathering evidence. Strong ties with law enforcement, physical investigation firms, law firms and other stakeholders

Actively lobbying Alibaba Group and Facebook/Instagram to improve IPR protection for our clients.

2

2

Background counterfeiting online

3

4

COUNTERFEITING

Deliberate attempt to deceive consumers by copying and marketing goods bearing well-known trade marks

Counterfeits are illegal copies that can have a serious impact on the health and safety of the consumer

$1.77 Trillion - Projected Value of Global Trade in Counterfeit and Pirated Goods in 2015

Trademark, design, patent and copyright infringements are all examples of Intellectual Properties being abused in order to mislead buyers

China and Turkey are often mentioned however few are aware of the Netherlands being an active counterfeit country

And other Intellectual Property crimes

4

Most knockoffs are of luxury goods carrying a well known trademark. Today nearly every consumer and industrial product is subject to counterfeiting

Imitation is a form of flattery. Counterfeiting deceives the consumer and tarnishes the reputation of the genuine manufacturer and brand value can be destroyed

Fakes are recognised by low price and poor quality. Counterfeiters are getting better and better at copying the quality. Prices are often just under retail price in order to mislead the buyer5MYTHS AND FACTS

Facts about counterfeiting needs to be updated

5

Fakes of heparin, a blood-thinning drug, killed 149 Americans in 2007 and 2008

During a meningitis epidemic in Niger in 1995, more than 50,000 people were inoculated with fake vaccines resulting in 2500 deaths

A man from Wallasey, UK was killed when a charging e-cigarette exploded in his home

A boy of seven was electrocuted by a counterfeit Gameboy charger while on holiday in Thailand.

6FATAL FAKE

Counterfeits can be extremely dangerous

6

7COUNTERFEIT ONLINE

Easy to fool consumers into thinking they are buying genuine goods at discounted prices

The volume of pirated and counterfeit goods sold online will soon surpass counterfeit sales on the physical markets

Sellers can be anonymous and as easily as they appeared, they disappear

Globalisation in mix with new communication tools makes it more complex

7

8

ONLINE SALE CHANNELS

Webstores/Domains where most infringing and counterfeit activity originated

Marketplaces - have become a key battle-ground for many brands. Vast quantities are being sold through these sites

Social Media the new frontier. Most brands are unaware of the trend in selling fakes through social media profiles

Apps an upcoming channel: Some brands are more affected than others

The internet is endless where does the action take place?

8

Higher and higher prices and better qualities

Not only luxoury goods today we can see C-level brands acting strongly

Using new channels such as Social media and Apps

O2O online to off-line

Africa on the rise

9TRENDS

A fast moving environment

9

Almost 70% of all counterfeit products originate from China - the counterfeiting industry accounts for 8% of China's GDP

$1.61 Billion is the total value of IPR-infringing goods seized, originating from China (including Hong Kong) but the estimated total value is close to $25 Billion each year

IP laws are territorial, meaning that IP is enforceable in China only upon valid domestic registration

10CHINA AND COUNTERFEITING

Impossible to talk about fakes without mentioning China

You cant talk about counterfeitning withpout mentioning china. Gross domestic product

Estimated toatl value 25 billion each year

Due to lack of information and due to a completely diffenret attitude against fake

China applies a first-to-file system for IP registrations meaning that the first entity or individual who registers rights to an innovation or creation will hold those rights, irrelevant of the original user.

10

marketplaces

11

The No. 1 online sale channel among counterfeiters

Theres 150+ Chinese markeplaces

More than 50% of them are B2B sites offering vast quantities

More than 50% of them have global buyers

The Alibaba Group sites are the most famous ones (Taobao, Alibaba, Aliexpress, 1688 and Tmall)

12CHINESE MARKETPLACESSome of the top sites

12

13

Purely Natural Royal Viagra Enlargement Pills

Minimum order: 10 boxes

Price: 1.5 -3.8 USD

Supply Ability: 100 000 pieces per week

9 bottles per box

Location: GuangdongEven though it is supposed to be against site policies to offer drugs, its still thereCHEAP MEDICINE

13

14

Ad captured from Alibaba one of the biggest online marketplaces

MOQ 500 pieces

Supply ability 100 000 pieces per month

Place of origin: Guangdong

50 pieces in a carton

A Rolex watchTHE CLASSIC COUNTERFEIT/REPLICA

14

Strategies/solutions

15

Counterfeits are dangerous and could potentially ruin your brand and hurt sales

Counterfeiters dont care about the environment nor how old the workers are and they are often joint to big criminal networks

It is easy to feel lost and loose faith but it is absolutely possible to get back in control of your brand

16AIM HIGH AND KEEP A ZERO-VISION

TAKECONTROLWhy you should be taking actions

16

17THE RISE AND FALL

No volumes are too large - it's about technology, structure and resources

Chart of a brand with less problems and one of a brand badly affected it is possible to gain the same results within the same period of timeGenerally it takes 9 -12 months to stabilise the volume. Most of the sellers will drop the brand and pick on someone else

17

Find the best way of tracking the infringers learn how they behave and where the action takes place

Determine your focus. What markets? Which channels?

18TRACKFind the infringers

18

19ANALYZETake the time to analyze your findings

Make sure you analyse you findings carefully it may be illegal to report incorrectly

See if you can find a pattern and make sure to always follow up on the biggest offenders

19

20ENFORCEIt is your right to do so

Enforce all findings in order to strangle sales and to spread the word that your company do not tolerate the abuse

The best approach is to be friendly and less aggressive as a first step you might have to explain to the sellers what they are doing wrong

All the bigger marketplaces have well (more or less) functioning IP protect systems. Take your time to learn how they work cause they can help you in your anti-counterfeit work

20

To fully succeed you need to make sure you have the right trademark, design and patent registrations. Chinese in particular

Good knowledge of the online marketplaces various IP protect systems and language skills

Constructive tone with the seller(s), make sure they understand you. On special occasions - preferably by phone

Dense frequency of monitoring. Choke sales21MAKE SURE YOU PROTECT YOUR BRAND

This is what you need to know

21

curiosities

22

A total of 22 fake Apple stores have been uncovered in one Chinese city

Wanda Square in Shenyang has a cornucopia of shops bearing familiar names - all with incredible knock-off prices

In Kunming the furniture shop 11 Furniture has copied the whole interior of an IKEA store

23WHY COPY ONLY THE PRODUCTS?

The extent of how far they can take it

23

Synthetic eggs are cheaper and quicker to make - with the proper equipment and materials, one person could produce 1,500 fake eggs per day

Full of chemicals; glucolactone, benzoic asic, alum and calcium chloride to mention a few

Side effetcs and harms; metabolism disorder, harmful to brain and nerve cell. May cause liver dieses and affect the ability to produce blood

24CRAZY FAKES

Fake chicken eggs

24

25

St. James House13 Kensington SquareLondon W8 5HDUnited Kingdom+44 (0)20 8144 6440sales@yellowbp.comEUROPEASIAAFRICAStreet Name 12312345 City NameChina+86 012 3456 7890china@yellowbp.comPresidential FloorMvenpick AmbassadorIndependence Avenue, RidgeAccra, Ghana+233 (0)506 437 117africa@yellowbp.comNorrgatan 10432 38 VarbergSweden+46 (0)340 69 56 02sweden@yellowbp.com

26

Recommended

View more >