The upgrades focused on creating a single point of entry for the protection platform across all of Alibaba’s ecommerce sites.
Since their introduction a month ago, the majority of rights holder-initiated actions were handled within 24 hours, according to Alibaba, with more than 80 percent of challenged listings being taken down.
The upgrades were revealed at the Alibaba Brand Rights Holders Day in Beijing. They promise a streamlined process to assess the validity of complaints.
The enhanced platform also allows for more automated complaints processing, but is backed by a team of IP rights professionals to reduce response time for inbound inquiries. It also provides multi-lingual trademark recognition.
Alibaba described its Brand Rights Holders Day as an opportunity to engage with brand representatives and discuss further ways to improve its online and offline IP protection capabilities.
Jessie Zhang, Alibaba’s chief platform governance officer, said: “Brand trust is core to our mission.”
“Our enhanced platform, along with significant progress in other important initiatives all showcase the industry best practices Alibaba is creating for the benefit of all our stakeholders.”
Jessica Guo, senior legal manager of sporting brand Spalding, commented: “As a long-standing partner of Alibaba’s, I’m impressed with the technology upgrades to the platform we saw today and appreciate Alibaba’s openness about its processes and willingness to seek our input on how to better work together.”
“As a brand, I learned a lot, which instills our continued trust in Alibaba to protect our IP.”