What Are The Reasons For Taobao'S Recent Actions?

"

Hermes Burberry, "

New balance

"," GUCCI brown short satchel "...

For a long time, when consumers search for goods in Taobao, they always encounter the above brands with mixed or variant brand names.

Such stacked brand words on the one hand mislead consumers, but also infringed the interests of the brand.

In May 17th, Taobao announced that it would continue to upgrade its "anti-counterfeiting equipment" and continue to extend the passive products to the active control area.

What are the characteristics of these new rules and whether they can be effectively implemented? With these questions, the reporter interviewed Ming Xuan, the head of Taobao counterfeit prevention and control project team.

Cleaning up over 2 million unqualified commodities

As the head of Taobao infringement management team, Ming Xuan and his colleagues, the core task is to improve platform rules and reduce infringing goods and business complaints on the platform.

"Taobao and other Ali platforms have always had detailed rules and regulations for commodities and sellers.

With the change of regulations and environment, the rules of platform must be perfected constantly.

But formulating the strategy of goods distribution on Taobao is not simply releasing a rule description, but introducing a complete mechanism to discover problems and deal with problems.

This needs to solve the problems of law, business, technology and communication at all levels, and it takes time to verify and summarize.

Ming Xuan said.

In May 2016, Taobao announced the announcement of "Taobao's luxury brand commodity rectification" and "infringement commodity release end interception notice".

According to the new regulation, when the seller publishes or edits some luxury brands, it needs to upload relevant vouchers, such as invoices, shopping mall purchase tickets, brand authorization letters, etc.

In addition to directly examining the qualifications of goods and businesses, Taobao's new rules have been refined to the control and control of merchandise titles.

For the title, subtitle, attribute and so on, if the commodity brand is not consistent with the actual sale brand, it will be intercepted and released.

At the same time, the existing non compliant commodities will be put off the shelves.

To this end, the platform governance team spent months optimizing the structure of big data algorithms to rectify the infringement on the Internet.

Ming Xuan said, "at present, the project is advancing smoothly.

Since March, 2 million unregulated goods have been laid down. "

Merchants queuing for strict management

Technology and rules have gradually come to the ground, but the hardest work has just begun.

After the promulgate of the new rules, from consumers to brands, including legitimate businesses, some recognition was granted. At the same time, Ming Xuan and his team almost immediately felt the more urgent cooperation needs from the brand side, which made him feel very urgent, such as thin ice.

In less than a week after the announcement of the rectification of luxury goods, many famous brands found Ming Xuan, demanding strict control over its category.

This makes everyone in the platform management team feel heavy burden because the amount of background processing is already increasing.

In addition, we must take a look at the degree of control of commodities and formulate new punishment rules according to the situation.

"It takes time to optimize the algorithm.

Every time a brand is added, the structure of the algorithm will change and the throughput will increase exponentially. "

But Ming Hsun also welcomed the communication between the brand side and the platform. "Only by strengthening cooperation with the brand side can we enhance the efficiency of interception of infringing goods and optimize the relevant rules."

In addition, Taobao upgraded the "luxury brand commodity rectification" to "high risk brand rectification" to expand the coverage of rules.

"To make such a change is to let businesses recognize that we are not only controlling luxury brands, but also paying attention to popular brands.

On the other hand, we will continue to improve and add more details. "

Ming Xuan said.

The following is an interview with reporters:

Reporter: what are the characteristics of the new rules for Taobao brand renovation?

Ming Xuan: the biggest feature of this new regulation is that we have to have a complaint from the brand before we can deal with it.

Now we take the initiative to control.

Moreover, the scope is not a single brand, but also covers the whole network.

Reporter: how do we ensure that the new rules can be effectively implemented?

Ming Xuan: first of all, tens of millions of products on Taobao, we rely on the big data technology of Ali platform, develop the corresponding algorithm model to control the commodities.

With the continuous optimization of the algorithm, the accuracy of its interception and off the shelf non compliant goods will gradually improve until the end of such a phenomenon.

Secondly, we will also deal with the infringement business.

From deducting points, closing stores, to inform the industry and commerce, public security departments.

Use strict rules to punish illegal businesses.

Reporter: what are the results that can be shared?

Ming Xuan: at present, starting from the implementation of the project in March.

We have accumulated over 2 million of the non compliant commodities.

We will continue to dispose of non compliant commodities.

Reporter: what are the reasons for Taobao's recent actions?

Ming Xuan: we have issued a series of announcements, including the announcement of the rectification of high-risk brands, which we did not deliberately select the time.

In order to safeguard the rights of consumers and the interests of brand owners, Taobao has always controlled and controlled the products within the network.

This series of new regulations has been tested and amended for nearly a year from formulation to publication, so as to ensure the rationality and enforceability of the rules.

All our measures are aimed at strengthening management and control from the source, improving Taobao's shopping environment and market order by improving the entry threshold of commodities.

In the future, we will introduce more and finer rules and systems to constantly improve the shopping experience of consumers.