With the popularity of the mobile Internet, the e-commerce platform has added a new driving force for economic development, and has also made China the world's largest online retailer. The past “6·18” consumption time has caused concern about the topic of e-commerce intellectual property protection.
The e-commerce platform makes it easy for consumers to “buy and buy” and also increases the complexity of intellectual property protection. According to the data of a home appliance platform, the platform has newly issued more than 30 million new products every day, and the stock of goods has reached more than 1.5 billion. The number of complaints by rights holders has reached tens of millions of times each year, and users have reported millions of times. Data from the court also showed that in 2018, the number of first-instance IPR civil cases filed by the local people's courts nationwide was about 243,400, an increase of 40.97%. In this context, it is a necessary measure to protect the rights and interests of intellectual property rights owners and protect the legitimate rights and interests of e-commerce platforms in accordance with the law. It is also a wise move for e-commerce platforms to win the market.
The vast amount of information on the Internet and the vast amount of goods on the e-commerce platform provide space for some fake and shoddy products to be mixed. But at the same time, with the help of new technologies such as Internet big data, artificial intelligence and blockchain, it is possible to identify genuine and fake goods more accurately than offline entities, and to quickly and accurately crack down on infringing merchants. For example, some e-commerce platforms use "Clairvoyance" technology to achieve full-network, full-platform, full-time scanning of suspected pirated infringement links, and escort original design goods from electronic deposits, first-time products, and initial filings; The business platform uses blockchain anti-counterfeiting and traceability technology, accessing more than 400 brand owners, covering more than 12,000 items, and tracking data of more than 1 billion items on the chain. The use of these technologies effectively reduces the living space of counterfeit and shoddy products.
E-commerce counterfeiting requires a governance model of “technical empowerment + pluralistic governance”. Not long ago, at the 2019 E-commerce IP Summit, the “China E-Commerce Protection and Innovation Practice Research Report (2019)” published by People’s Daily showed that Chinese e-commerce can effectively rely on new technical conditions such as Internet big data and blockchain. Save the cost of intellectual property protection, reduce the risk of infringement, and effectively promote the popularization of intellectual property protection awareness. In practice, the “Yunjian Alliance” jointly sponsored by 13 provinces including Beijing-Tianjin-Hebei, Yangtze River Delta and Pan-Pearl River Delta has created a new model of cooperation between government and enterprises, online and offline linkages, and effectively purified the cooperation area. Market environment.
The pragmatic role of intellectual property protection has become the core competitiveness of the e-commerce sector. In recent years, Chinese e-commerce has opened the anti-counterfeiting path from both online and offline directions, safeguarding the legitimate rights and interests of intellectual property rights holders and consumers, effectively shocking infringing criminals, and solving many infringements that have existed for many years. Some international brands have a negative impression of Chinese e-commerce. At the same time, with the development of cross-border e-commerce, Chinese e-commerce has been closely cooperating with international organizations and rights holders to effectively crack down on cross-border manufacturing and sales cases from overseas to domestic input, which has been well received by the international community.
The world is entering a period of new economic development led by the information industry. For the new industry, new business model and new business model based on the Internet, it is necessary to improve the supervision policy, and promote the innovative practice of intellectual property protection in the e-commerce field with a more inclusive and prudent supervision. For those who infringe on intellectual property rights, it is necessary to constantly squeeze out the illegal space and promote the common awe of the law and the rules, so as to achieve a dynamic balance between development and protection, and create a favorable atmosphere for implementing the innovation-driven development strategy.