Alibaba Created "Big Data + Public Review" Mechanism To Control Shanzhai Phenomenon

In August 18th, a total of 14 million people were launched in a year, and the public appraisal took part in the appraisal, cleaning up nearly 8000 cottage products.

Reporters today learned from Alibaba that last September,

Created a set of "big data + public review" mechanism to manage the Shanzhai problem. After nearly a year's operation, the special management project has achieved some results, and has recently upgraded its code to open the "consumer report" port, increasing the source of clues and improving the efficiency of governance.

On the market, there are numerous examples of Muji and MUJI, Vance and Vans, eukanuba/ and Vans, GELLEME and Gillette/ Gillette, Adidas and Adidas, Jordan and Jordan.

How to set up a firewall to block the Shanzhai? In September last year, Ali launched a new combination of "big data + public review" as the core.

To put it simply, the mechanism is based on the view that

Most of them have the phenomenon of "near brand", that is, in trademark, commodity name, commodity appearance, packaging and decoration, enterprise name and so on, more or less in "imitate" famous brand, such as the trademark of famous brand "AB", then the "brand name" Shanzhai may be called "Ab".

Ali has designed a large number of data models by using his most powerful means of big data to capture the whole network data in real time and get the "Ab" out of the mass products of the whole network. After that, a large number of public assessors are involved in the judgment. If a certain mass of the assessors thinks that "Ab" causes confusion and misidentification of the "AB" brand, it will constitute a consumer confusion.

According to the person in charge of the special treatment project of Ali side, since last September, special treatment has issued 14 thousand tasks, which is equivalent to launching 14 million people. The public assessors have participated in the judgement. Finally, nearly 8000 cottage products have been cleaned up. Among them, the most popular cottage products are footwear and luggage industry.

In view of the fact that the mechanism has already matured, the special treatment project is overweight, and the "report" port will be opened in mid August. When consumers click the "report" into the new page at the bottom right side of the merchandise picture, they can make a report in the "brand commodity approximation" column.

"In addition to making use of its own big data computing power and technological advantages, we also give full play to the advantages of Ali's platform, mobilize massive consumers to catch up and intercept all networks, and everyone can report it."

The project leader said that the two will cherish every consumer's clues, which will help to optimize and upgrade the data model in order to improve governance efficiency.

The project leader admitted that at present, Shanzhai management is still a problem that can not be solved under the same line and line. Some brands, such as Lafite and Lafite winery, are still in complex litigation disputes, or like.

With MUJI MUJI, the Chinese version of Muji has even been recognized by the court as a legitimate brand, so it is very tricky for the electronic business platform.

But Ali will continue to make use of its own technological advantages to make exploration, and gradually let the administrative organs and judicial organs recognize the mechanism of "big data + public review", through the online and offline linkage, and use the "Internet + administrative law enforcement" mode to fundamentally manage Shanzhai.