Not long ago, I gave my colleague Amway a colourpop lipstick. In order to make it easier for her to chop her hands, I told her to buy it directly at the Taobao flagship store.
As a result, she told me recently that this flagship store with the "brand direct sales" and "quality assurance" signs, from the name to the products, turned out to be a fake store... the
brand has also spoken out, but because of the transnational Rights protection is more difficult, so I can only refute rumors from Weibo, and the spread is limited: The
flagship store used to be a guarantee of authenticity in my heart, but can it be a fake store? Thinking about it this way, I feel that many things I bought in the flagship store before are dangerous! I was so scared that I hurriedly picked it up. I don’t know if
doesn’t know, it turns out that in addition to the flagship store of cosmetics, there are also flagship stores of sports shoes that boys love, and flagship stores of underwear that everyone needs. All are at risk!
I did a rough calculation. The fake flagship stores I found alone had nearly 10 million victims...
Strictly speaking, it’s not that Taobao’s flagship store is fake, but the brand that applied for the flagship store is "fake" of".
Because many foreign brands did not enter the country, some unscrupulous merchants seized the "business opportunity". They preemptively registered the trademark of the brand name in China, and relied on the time difference in consumer recognition, pretending to be the original brand and opened a "flagship store." These "flagship stores" of
not only have the same name, but even the products are copied completely according to the original brand, and even "fake" offline counters have been set up...
1) Directly impersonating brands that have no official website in China
Some foreign brands although It has a certain reputation in China, but has not officially entered the country, such as the American cosmetics brand colourpop we just mentioned.
In this case, what is going on with this so-called "colourpop flagship store" on Taobao?
In order to find the answer, I checked the store’s corporate qualifications and found that the company was registered in Guangzhou and named "Guangzhou Karapao Trading Co., Ltd.".
Strange, the brand colourpop belongs to a studio in Los Angeles, but the registered address of this company is in a residential area in China?
is not only that, this company has no foreign-invested content, and the company’s legal person is also Chinese:
is a series of evidence combined, and the answer is obvious-
, a cosmetics company in Guangzhou, has preemptively registered the colourpop brand in China Trademark, while the brand has not yet entered the country, under the guise of "official flagship store", people mistakenly think that this store is the Los Angeles colourpop brand. In addition to the name, this company also "makes a complete set of dramas" by copying the entire product line of the original brand. Not only the name and logo are exactly the same, but all the products in the store are also extremely similar. Even my online shopping veteran is cheated. Now:
These products are completely "handled as they are", and there are many single products sold over 10,000 a month:
, the similarity is too thick!
shop’s inner OS: If you accidentally think that we are a Los Angeles brand (although I hope so), then it’s not our problem. Because we are a legally registered brand, you can only blame yourself for not seeing clearly We are a domestic colourpop:)
2) Use cybersquatting to "touch porcelain"
and some brands, then choose to "take the path of original brands, so that original brands have nowhere to go", and directly preempt foreign brands Chinese name trademark. When
waited until the brand wanted to enter the Chinese market, it found that the trademark had been preemptively registered and had no choice but to buy the trademark / change its name.
For example, the Korean cosmetics brand "ETUDE HOUSE" was basically translated as "Etude House" when it first entered the eyes of the Chinese.
Some unscrupulous merchants quickly sensed the "business opportunity" and registered the trademark "Eli House" first, and began to make cosmetics.
Out of desperation, the original brand could only be renamed "House of Itti" to enter the domestic market.
Not only that, the imitations are very similar to the genuine products from the logo to the product and shop decoration. Netizens who don’t know the inside information are easy to make mistakes (my university roommateBought):
However, perhaps because of the justice report and refusal of purchase by netizens, this "Alice House Flagship Store" is basically not available on Taobao (but the Tmall app is okay).
However, some brands are not as lucky as "House of Itti".
For example, the well-known Korean makeup brand "Hera" among girls was snatched by a company in Guangzhou. The imitation product even opened a flagship store on Tmall 3 years earlier than the original brand, so the original brand Forced to change its name to "Heryan":
has to change its name because of trademark squatting, and there are far more than these brands. Everyone knows that the sunscreen "Anesan" is even worse. It was renamed "Anesa" because it was preempted by a micro-business.
Compared to Taobao, fake products circulated among micro-businesses are more difficult to monitor. This move has a significant impact on brand image and reputation. The
Korean makeup brand 3CE (short for 3 Concept Eyes) also failed to escape.
In 2012, "Wuhan Landa Cosmetics Co., Ltd." preemptively registered the trademark of 3 Concept Eyes, and plagiarized the original brand "3CE" from the product to the packaging, which forced the original brand "3CE" to be renamed "3CE STYLENANDA":
product similarity is comparable In addition to opening high imitation flagship stores, the real and fake monkey king
has even opened hundreds of offline counters. I have also accompanied my friends to go shopping...
may wonder if you see here. , Why can these brands with no bottom line swagger into Taobao Tmall and open flagship stores?
Although these brands preemptively registered trademarks and imposted porcelain, they did everything they don’t need to face.
However, from the perspective of Taobao's flagship store entry review mechanism, these brands are still "good people" with complete procedures.
1) "Laws" in the entry of flagship stores
Although the "official flagship store" requires that the owner can only be the brand owner and is relatively reliable in terms of operation, there are loopholes in the application process:
, for example, applying for an official flagship store only It is necessary to review the corporate qualification + Chinese brand qualification, and there is no need to check whether the brand has infringement other brands and other qualifications.
(Image source Tmall Merchants official website)
Therefore, those who preempt the Chinese trademark of a foreign brand (such as the fake colourpop at the beginning of the article) can apply for opening a store first. When
waited until the real brand wanted to settle in, it was forced to change its name because of the Tmall rule that "a brand can only have one official flagship store".
is not only on Tmall, but also many "flagship stores" of JD.com also have this kind of application rules being used. It is really hard to prevent...
2) Rent trademarks and open shops at will.
I believe everyone has seen this when buying underwear online. Several brands: Antarctica, Arctic Velvet, Hengyuanxiang, Yu Zhaolin, Playboy...
However, if you search for "Antarctica" on Taobao, you will find that its product line has long since expanded from thermal underwear to shoe dryers and foot baths. , Diapers, mosquito nets, dishcloths, etc., it can be said that "everything can be Antarctic".
But what you may not know is that these brands have already cut off their production lines and switched to sell tags. What is
selling tag? It means "do not produce products, only do brand authorization."
This means that as long as you pay a license fee of tens of thousands of yuan (50,000 yuan online), no matter what product you are producing or the quality of the product, these brands will authorize you to use the trademark.
Antarctic’s official flagship store is also an authorized store
Although the brand will also be supervised, but the strength is unknown... With this lucrative but cost-free method, Antarctic e-commerce relied on trademarks in 2017 The authorized net profit was 531.14 million.
If you ask if Antarctic people can be purchased for dozens of dollars online, I can only say:
is definitely a genuine tag, but maybe only the tag is genuine... After all, they don’t even have a production line. Where do you want to buy genuine products? The
flagship stores are hard to distinguish between true and false. How can we ensure that we are not deceived?
1) Choose the official flagWhether you are shopping on Tmall or JD.com, you must first look for the word "official" when buying
at the ship shop! When purchasing, give priority to shops with the words "official flagship store" and "brand direct sales".
Why do you say that? First of all, we must be clear that there is a difference between Tmall’s application qualifications for “sale-type flagship stores” and “official flagship stores”.
There can only be one "official flagship store" for each brand, and the operator is not limited, but the owner's ability is the brand.
Therefore, there are only two ways to operate official flagship stores at present: direct brand operation or brand authorized third-party company agency operation. The
brand direct operation is operated by the parent company’s own e-commerce team, which must be authentic; the agency operation is authorized and provided by the parent company to provide products, and the agency company provides the e-commerce team. The
business method is equivalent to outsourcing the part of "e-commerce operation" to other companies, but the products and prices will be strictly controlled by the brand.
, such as Huawei's official flagship store and Sassoon's official flagship store, belong to this operating model.
Compared with the “official flagship store”, the review mechanism of the general “sale-type flagship store” is much easier. It does not require direct brand management. Individual companies can also apply, and the store can operate multiple brands. commodity. Flagship stores like
do not require brand authorization to put branded products on the shelves, which is a relatively insecure store.
As for whether the purchased items are genuine, it all depends on the conscience of the boss...
2) Check the corporate qualifications
Secondly, you can check the store's corporate qualifications before purchasing. Take the sports brand asics as an example:
, you can see that this store called "asics flagship store" is directly operated by the parent company of asics:
. Generally speaking, the corporate names of international brands are all It is XXX (China) XXX Co., Ltd., and will not put the name of a specific province.
If you are not at ease, you can check it again with some corporate query websites:
If the business qualification shows a company that cannot find clear information, but is not sure whether it is a brand authorized operation, you can also directly contact customer service to confirm whether it is. Directly operated store.
For example, the business qualification of this "asics franchise store" shows that the company name is "Nantong Xingcheng Trading Co., Ltd.". After inquiring about the customer service, the customer service said that the store is a brand authorized store, not a direct store:
, by the way, like this Only brand-authorized and non-branded stores and franchised stores will be cheaper than self-operated flagship stores, but they are definitely the hardest hit by fakes.
Although this kind of store will advertise itself as authentic, many of them are mixed sales of genuine and fake products. If buyers report quality problems, they will throw away the quality control problems of the parent company.
Therefore, be sure to keep your eyes open when buying, and don't be greedy for petty gains and suffer big losses!
3) Check the company's official website
If you are buying a foreign brand, we can find their official website first. Brands that have opened an official flagship store on Tmall generally include jump links on the official website. Most of the shops that jump from the official website of
can basically confirm that they are genuine.
However, for some cheap brands, the official website cannot be 100% confirmed to be a true flagship store, because some businesses will do "plagiarism one-stop", and the official website and Weibo will all make a fake...
such as our previous The "Guangzhou colourpop" mentioned, its official website looks like this:
is it very confusing? In fact, the genuine official website is actually this (pay attention to this 100% same logo, I yuck):
There are more than this fake official website. The fake shop 3 Concept Eyes also had an official website that was very similar to the original website, but it is no longer searchable. Arrived.
In addition, many small partners think that the price of the official website is high and there is no discount, which is not cost-effective, so they do not like to buy on the official website.
In fact, when you buy products on the official website, you will often receive an excessive amount of medium and small samples, which is really not a loss!
I can confirm that it is genuine, and there are so many small samples to get, why not do it~
In order to cheat money, these black-hearted businesses can be described as trying hard:
takes advantage of legal loopholes, preemptively register trademarks, open stores first, and use counterfeit products as Branded goods fool consumers and let people really see what is called "human ugliness".
Fortunately, Taobao has begun to gradually crack down on these "counterfeit and shoddy" brands. Now when searching for the above brands on Taobao, it will give priority to the stores of the brand directly operated stores, rather than the counterfeit goods with more similar names:
counterfeit stores 3 Concept Eyes only sell dozens of items per month;
colourpop flagship store has products under There are many questions and answers suggesting that the shop is fake;
squatting "Hera" brand can hardly sell imitation cushions;
......
However, everyone should keep their eyes open and don’t be too troublesome when shopping online, pay more attention to business Information on qualifications, official website display, whether to enter the country, etc.
forwards it to friends who often Taobao around, and raise their awareness of vigilance together, so that these disgusting scammers have no chance to take advantage of it! Source of
: Operation Research Agency
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