Alibaba Group Holding Ltd. is streamlining the fight against fakes by automatically removing items on its Taobao shopping site that some brands have tagged as counterfeits, the Wall Street Journal reported Wednesday.
The move could slash the time it takes to delist suspect items from weeks to days, the report said. Hundreds of products have been pulled since the change was made on May 1, according to the International AntiCounterfeiting Coalition, which negotiated the agreement for the new program with Taobao.
Under the deal, less than two dozen unnamed companies register for the program, prove their trademark ownership and pay a US$9,900 annual fee, the report said.
IACC president Bob Barchiesi was quoted as saying that he is cautiously optimistic that it could change the way brand owners deal with the site, which is often accused of being rife with fakes.
It also comes ahead of Alibaba’s planned stock listing in the US later this year.
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