Analysis Of Fake Favorite Brand And Its Harm

When it comes to fake goods, we often associate with some of them. Luxury goods In fact, according to the report issued by the organisation for economic cooperation and development OECD and the Intellectual Property Office of the European Union, EU 's Intellectual Property Office, in fact, Nike It is the most copied brand. footwear It's also the most serious category of fakes.

Based on the world's customs seized goods to estimate the size of the counterfeit trade, OECD estimated that in 2013, the global value of $461 billion of counterfeit goods entered trade circulation, which was equivalent to the value of narcotics, accounting for 2.5% of the world's total trade volume, while the estimated value in 2013 was 1.9%, although the sample was limited at that time. At the same time, 5% of the goods imported from the European Union are fake, and the European fashion industry has lost 10% of its sales.

Although this is a 2016 report, the data are still in the state of 2013.

The report covers all visible infringement acts including brand trademarks, design rights or patents, and online infringement is not included in the statistics. The main data came from the World Customs Organization WCO, and the European Union's general revenue and customs union DG TAXUD and the US Department of Homeland Security DHS also revised the data. OECD is an intergovernmental international economic organization made up of 34 market economy countries. It aims to tackle challenges brought about by globalization, such as economic, social and government governance, and grasp the opportunities brought by globalization. The organization will follow some global economic data and give some reports.

Footwear is the most widely copied category. In addition to fashion products, other commodity categories of counterfeit goods are also pervasive. Such as strawberry, banana, coconut oil and other agricultural products counterfeit brand, and drugs, milk powder, children's toys, medical equipment and other fake and inferior products bring more serious harm to the society.

OECD believes that fake products not only cause losses to big brands and luxury goods manufacturers, but also use our trust in brands and trademarks to undermine economic and civic life safety (report P11-12). OECD believes that intellectual property IP is the driving force of innovation, which is conducive to the long-term development of the economy. The trade in fake and shoddy goods poses a threat to the business model based on intellectual property rights.

While promoting the global economic and trade, e-commerce has also facilitated the circulation of counterfeit goods, which has increased the cost of customs inspection. OECD countries such as the United States, Italy and France are the hardest hit areas where brand equity has been infringed.

And these fake goods eventually flow into two markets, one is the market where consumers are cheated, and the other is consumers who know fake goods but buy them because of low prices. OECD take Nike for example. In Nordic countries, price makers tend to deceive consumers, while in southern Europe, Nike counterfeits are clearly dominant.

Rolex watches, Nike shoes, Ray-Ban sunglasses and LV bags are fake products. OECD has not given specific reasons.

The chart below shows the price distribution range of the above four brands, to a certain extent, can indicate the sales positioning of fake goods. The fake goods close to the genuine price naturally want to deceive the consumers with false truth, while the price is obviously low on the intention of buying the consumers, while the middle ones are some high imitation products. Nike sales are concentrated in the low price section which can identify the authenticity. That is to say, the buyers themselves know that they are buying fake goods. Rolex watches and LV have similar situations, Rolex is the most serious.

Interestingly, Ray-Ban sunglasses are basically fake.

Middle income emerging economies are the main source of counterfeit goods. These emerging economies have built up a sound infrastructure and technology capability, but have yet to establish a perfect framework for the protection of property rights.

No surprise, China ranked first. The most innovative company in the country has also become a victim, the report said. Naturally, it refers to Alibaba, which has been prosecuted by all kinds of fashion brands in the past year. Of course, it is not accurate to position Alibaba as an innocent victim. After all, Alibaba's e-commerce platform connects the counterfeit makers and the buyers of counterfeit goods, and benefits from the important platform for the circulation of counterfeit goods.