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© 2014 MarkMonitor Inc.
Successful Enforcement Strategies in Asian Marketplaces
Featuring:
Sneha Kohli, MarkMonitor Inc.
Curtis Fuhriman, MarkMonitor Inc.
Lacee Du, MarkMonitor Inc.
February 11, 2014
Successful Enforcement Strategies in Asian Marketplaces
� Featured Speakers
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Sneha Kohli, Sr. Product Manager, Brand Protection SolutionsMarkMonitor Inc.
Curtis Fuhriman, Global Service Delivery and Operations Manager
MarkMonitor Inc.
Lacee Du, Asian Coordinator
MarkMonitor Inc.
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Asian Market: Fast Growing and Dynamic
� Over 1.1 Billion Internet Users
� 44% of All Internet Users Worldwide
� Since 2003, Asian E-commerce Has Grown 120% Yearly
� Chinese Online Shoppers Have Doubled in the Last 3 Years,
Surging to 250 Million+
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Asian Market: Opportunities and Challenges
� PRO: Significant Local Purchasing Power, and Growing
� CON: World’s Workshop for Legitimate and Counterfeit Goods
Customized Brand Protection Strategy Required
Understanding the Asian E-commerce Landscape
Korea
Gmarket
EC21
ecPlaza
CHINA
NEPAL
MYANMAR
THAILAND
NORTH
KOREA
SOUTH
KOREA JAPAN
TAIWAN
CAMBODIA
LAOS
VIETNAM
PHILIPPINES
MALAYSIA
Japan
Amazon Japan
Rakuten Auction
Rakuten Ichiba
Yahoo! Auction
Yahoo! Shopping
Malaysia, Philippines, Singapore
eBay MY
eBay PH
eBay SG
Sulit (PH)
Taiwan
Ruten
China
Alibaba
Aliexpress
Alibaba China
DH Gate
DIYTrade
eBay Hong Kong
ECVV
Global Sources
Made-in-China
PaiPai
Taobao
TMall
Tradetang
Yahoo! Hong KongVietnam
Chodientu
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Success Starts With a Strong IP Portfolio
� Register Trademarks In All Relevant Classes and Countries
� Be Prepared to Meet Country Specific Requirements:
• Red seal on documents
• Business licenses, etc.
� Provide Proof of Authorization to Use Trademarks of Any
Brands Registered Under a Different Company Name
� Register Trademarks Prior to Launch of New Products in
Each Region Targeted to Promote or Protect Your Brand
• Renew trademarks promptly
� Consult Local Legal Counsel to Verify Strength of Trademark
Rights
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Success Starts With a Strong IP Portfolio(continued…)
� Maintain an Accessible Reference Library of Copyrighted
Imagery for Both Past and Present Products
� Maintain an Updated Patent Portfolio to Complement
Copyright and Trademark Enforcement Efforts
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Understand Scope and Prioritize Enforcement
� Understand the Scope of Your Underlying Problem
� Disrupt the Counterfeiters, Become a Hard Target
• Regularly delist to significantly reduce the volume of infringing listings
- Use whatever enforcement reasons are available
• Categorize remaining listings by counterfeit, grey market, or legitimate
� Prioritize and Escalate Enforcement for Persistent Sellers
• Controlled buys to identify supplier
• Marketplace black-listing
• Legal action
Copyright is Usually the Easiest Way to Get Listings Down—Fast
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Develop a Regional Monitoring and Enforcement Strategy
� Prepare to Constantly Evolve Your Enforcement Strategy
� Adapt Internal Processes to Each Exchanges’ Localized
Requirements and Guidelines
� Understand Your Distribution Partners and Affiliates in Each
Region
� Maintain Separate Goals and Strategies for Addressing Grey
Market Versus Counterfeit Issues
• Set realistic goals that prioritize making a counterfeited version of your product hard to find by consumers
� Utilize Local, Professional, Native Speakers for Review
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Develop a Regional Monitoring and Enforcement Strategy (continued…)
� Be Prompt and Consistent in Enforcement Efforts
� Escalate Unresolved Issues Outside the Standard IPR
Process
• Remember, being too aggressive can result in additional scrutiny and removal time for all of your delisting requests
� Leverage Intelligence Gained from Monitoring for Valuable
Insights Into Developing Markets
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Leverage Local Expertise
� Leveraging Partners in Brand Protection Builds Trust with
Sites and Improves Compliance Rates
• Understand the local enforcement complexities of the Marketplace
• Leverage relationships with the Marketplaces—established and strengthened over many years—to the benefit of all brand owners
• Succeed with typical enforcement issues as well as specific, unique customer issues
Top 5 Most Enforced in Asian Marketplaces*
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1. Taobao
2. PaiPai
3. Aliexpress
4. Alibaba
5. Ruten
*Also, The Most Popular Asian Marketplaces
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Compliance Benchmarks by Region
Compliance Benchmarks by Industry
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Q&A
� Featured Speakers
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Sneha Kohli, Sr. Product Manager, Brand Protection SolutionsMarkMonitor Inc.
Curtis Fuhriman, Global Service Delivery and Operations Manager
MarkMonitor Inc.
Lacee Du, Asian Coordinator
MarkMonitor Inc.
Thank You!
� For information on MarkMonitor solutions, services and
complimentary educational events:
• Contact via email:
• Visit our website at:
www.markmonitor.com
• Contact via phone:
US: 1 (800) 745 9229
Europe: +44 (0) 203 206 2220
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