In an attempt to makeover its tarnished reputation as a home of widespread counterfeit goods, Alibaba Group has announced the launch of IP Joint-Force System, a new initiative to cut down on the amount of fake goods on its platforms. Chinese e-commerce giant, which listed on the NASDAQ in 2014, has faced seemingly endless accusations its sites are flooded with counterfeit goods, from luxury brands and government entities, alike.
At an intellectual property conference in Hangzhou, Alibaba unveiled a new online system "to help track and remove fakes as its top anti-piracy official called for more cooperation with makers of branded goods."
"In the face of such a complex problem we can't be complaining about each other, or criticising each other...We have to have everybody involved and work together to do it," said Jessie Zheng, Alibaba's chief platform governance officer. "In this battle it's you and me," said Zheng. "It can't be you doing the work and me watching, or me doing the work and you talking. Our only choice is to join forces."
As reported by Reuters, "Alibaba took an embarrassing hit in its fight against fakes earlier this year when it was forced out of the Washington-based International AntiCounterfeiting Coalition. This came after a mutiny by members of the group, including U.S. luxury goods maker Michael Kors Holdings Inc and French group Kering SA's 's Gucci brand, against the Chinese firm."