JD is one of the leading players in e-commerce within China, boasting 745,8 billion Yuans in total net revenues for 2020.
Ahead of the World Intellectual Property day on April 26, 2021, JD announced an upgrade in its already existing anti-counterfeit system (Hubaochui, 护宝锤).
The system was in place on a “by invitation only” basis since 2019. Its access was granted only to top-selling brands, each with annual sales of hundreds of millions yuan. Since the recent upgrade, every brand may register to the service in order to optimize their brand enforcement.
According to the communiqué on JD blog (jdcorporateblog.com), the technology has also been upgraded in order to facilitate the identification of fake products, based on algorithms allowing to detect and report fake products.
While the effectiveness of the new system will be assessed in practice, it is nonetheless a step in the right direction, as dedicated anti-counterfeiting systems and processes put in place by e-commerce platforms help optimize IP enforcement for brand owners.
