Brand owners gain indispensable insights at anti-counterfeiting event
As the largest commercial centre in Asia and where many headquarters are located for companies operating in Asia, Hong Kong was chosen as a vital location to host a special anti-counterfeiting event.
A broad spectrum of rightsholders, legal professionals and key industry experts came together at the dedicated brand protection afternoon tea to hear about the latest developments in on- and off-line anti-counterfeiting, not only in mainland China, but also in other Asian countries, such as Korea, Japan, Singapore, and Thailand.
Held at the prestigious Landmark Mandarin Oriental, the event entitled ‘Effective anti-counterfeiting strategies to protect your brands online', was hosted by Yellow Brand Protection and featured experts from Mars Incorporated and the world's biggest e-commerce platform, which includes B2B, B2C and C2C business models.
Having been offered a delicious selection of savory and sweet refreshments, the delegates were welcomed by Yellow Brand Protection Operations Manager, Linda Silberg, who started the afternoons agenda by introducing the three key industry speakers.
First to talk was the Director of Brand Protection from the largest Chinese e-commerce platform, who provided an introduction to their latest intellectual property (IP) polices and anti-counterfeiting mechanisms. The high volume of complaints that they have to deal with on a daily basis was addressed and that how significant changes to their complaints and handling procedures, is seeing them deal with them within three working days. These updates have also assisted with an improvement in offline investigation and take-down activity. Part of their updates procedures, also means that they are now offering English within their reporting system and are accepting Trademarks in a number of languages other than Chinese.
Next up, was CW Lo, Regional security Director APAC for Mars Incorporated who presented the work that they have carried out to tackle off-line counterfeiting in response to online infringements. He suggested that taking all online evidence to the police is absolutely key in order for any offline investigations to begin. CW also stated that Mars Inc have found that working closely with ecommerce providers and by using 3rd party brand protection services, such as those offered by Yellow Brand Protection, has been fundamental in their take-down success.
Lastly, Zihan Liu, Asia Director for Yellow Brand Protection spoke about the new platforms that are emerging in Asia and how to target the hidden infringers on these. Zihan discussed how Yellow Brand Protection are able to use their bespoke search technology, ZERO, to identify and track key and repeat offenders across a degree of different platforms. This enables the company to provide clients with a solid evidence package to support their offline take-downs. Zihan finished her talk by taking questions and then ended the day by thanking everyone for their valued attendance.
It was a thoroughly enjoyable and informative occasion that had such a wide influence. It was wonderful to see so many of the delegates staying behind following the talks to exchange their ideas about new trends and the problems in the foreground of the IP industry.
If you would like further details from the event or wish to discuss any counterfeiting issues you are experiencing in Asia, please contact our Chinese Team at [email protected]