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Alibaba says data and technology will minimise fake goods

Alibaba Group president Mike Evans used his speech at the International Anti-Counterfeiting Coalition (IACC) this week to reiterate the need for collaboration between online marketplaces and brands.

Despite reports suggesting Alibaba’s Jack Ma was due to do the keynote and canceled, the company was represented by Evans who reinstated the businesses part in the counterfeit debate

In his speech to IACC members, Evans said: “ Our size, where we operate, our insights available through technology and data, and our commitment mean we have the tools and resources to make a significant impact on this issue.”

In terms of the technology, Evans said it is using data to help understand more nuanced sides of counterfeiting. He said currently there were automatic filters to alert suspicious listings - a $20 Gucci handbag, for example. However, if the same bag were listed for a price nearer the hundreds, it would need better analysis to work out if it was fake or old stock, or discounted legitimately.

“Our anti-counterfeiting system is now processing 100 million pieces of data per second. We’re talking about 8.64 trillion pieces of data each day. In 2015, we were able to block and proactively take down around 120 million suspicious product listings on Taobao,” he said.

Alibaba has had to defend its efforts in this space after high profile brands, such as Gucci and Michael Kors, left the IACC in protest of Alibaba joining.

Since then a high profile series of disagreements has left Alibaba having to defend the work it is doing to attempt to limit the fake goods on its website.

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