Douyin began to close the net, and there was an accident in the fake and counterfeit side shop

E-commerce newspaper Pro

2024-04-30 15:24Published on the official account of Guangdong E-commerce News

Douyin started to clear a large number of stores

Huawei mobile phone, Anta Family, Heilan Family Son, these online store names sound like regular brand stores, but in fact, the products they sell have nothing to do with related brands, or even have no relationship, and the real Li Ghost pretends to be Li Kui. Now, Douyin is going to ruthlessly remove a large number of such stores.

Douyin e-commerce recently announced a list of Douyin stores, saying that these stores have problems that affect consumers' shopping experience, such as deliberately causing confusion among consumers with brand information, a large number of consumer fake goods reports, and after-sales complaints.

The editor-in-chief observed that most of the store names publicized were very similar to well-known brands, but were actually unrelated to the brand, that is, the store name rubbed edge brand stores.

For example, Huawei mobile phone, Converse Baodi, Daphne Genuine, Hongxing Erke Leading, Filajia, Heilan House Gongzi, Aiyi Clothing House, Li Ning Trend, Jordan Youth, Red Dragonfly Captain, Semir Gongzi, Genuine Bosideng, etc., involving clothing, shoes and bags, beauty, jewelry and luxury, parent-child life and other categories.

Source: Screenshot from Douyin e-commerce

According to the platform's assessment, Douyin will suspend the entry of new merchants corresponding to the corresponding brands in the control category and the addition of brand products to existing merchants from April 24, 2024.

Merchants in the publicity list need to self-check and rectify in a timely manner, and the platform has the right to take relevant measures against merchants after the publicity period (April 24 to 30), including but not limited to banning the stock of goods under the controlled category, removing stores, etc.

It is understood that the common scenarios of "confusing information" in Douyin e-commerce include:

"Confusion of product brands" refers to the use of graphic variations or brand variations/derivatives of other people's brands in the products published by merchants, causing confusion among consumers;

Confusion of product appearance: The published product is the same or similar to the product name, packaging and decoration of another person's brand, causing confusion of consumers' information;

Store information confusion: refers to the use of graphic variations or brand deformations/derivatives of other people's brands in the store name or logo, resulting in confusion of consumer information.

In fact, these acts of the store may have violated the relevant provisions of the Unfair Competition Law by using the same or similar marks as the product name, packaging, decoration, etc. that have a certain influence on others without authorization;

Unauthorized use of another person's influential enterprise name (including abbreviation, trade name, etc.), social organization name (including abbreviation, etc.), name (including pen name, stage name, translated name, etc.)

Put simply, these stores use trademarks, packaging or other logos that are similar or identical to well-known brands in order to mislead consumers into believing that the store's products are the same or of the same quality as the brand-name products. This kind of behavior is an infringement of the exclusive right to use a trademark and damages the legitimate rights and interests of the brand owner.

On the other hand, the popularity of other brands is used to gain the trust of consumers, but the quality of the products that consumers actually buy is not equal, which damages the rights and interests of consumers.

For example, in April last year, the Lucheng District Court of Wenzhou heard a trademark infringement case and ruled that the operator of the live online store "Tai Yun Fat" should compensate the owner of the "RT-Mart" trademark for 60,000 yuan in corresponding economic losses.

You must know that RT-Mart is a large supermarket chain with nearly 500 chain stores across the country, with a high brand awareness, and the owner of the trademark "RT-Mart" is Kangcheng Investment (China) Co., Ltd.

Source: Wenzhou Intermediate People's Court

The court held that Pan, as the operator of the registered trade name involved in the case, should be held liable for the trade name act. Pan used the word "RT-Mart" in the name of the online store on the platform, and the avatar used the combination logo of "pattern + RT-Mart + closed down and clearance", both of which played a role in identifying the source of the service, which was a trademark use, and the retail services he engaged in belonged to the same kind of service as Kangcheng's "RT-Mart" trademark.

The court comprehensively considered that the store was sold within 30 days, the trademark "RT-Mart" had a high reputation, and Pan named his store "RT-Mart Guangzhou Store Closed and Cleared", and the intention of infringement was very obvious, and ordered Pan to compensate Kangcheng Company for economic losses (including reasonable expenses) of 60,000 yuan.

The threshold for Douyin to bring goods has been lowered

In addition to renovating stores, Douyin has also recently improved the relevant regulations on bringing goods, and live streaming has entered the standardization process.

At the beginning of this month, Douyin issued new regulations, adjusting the Douyin personal account video/graphic e-commerce permission to bring goods, and from April 16, 2024, Douyin personal account will open the product promotion requirements for videos/graphics, and the fan requirements will be adjusted from "≥ 1000 followers" to "≥ effective followers".

Effective followers refer to the real followers brought by creators by continuously publishing high-quality content that meets the requirements of the platform. In addition, the number of active followers will be updated daily.

Source: Screenshot from Douyin E-commerce Rules Center

If the influencer has less than 500 active followers, the content of historical videos/graphic goods will not be affected. However, the newly released content will be affected, and the "Products", "Stores", and "Showcases" tags related to product promotion in the influencer account will be invalidated in the video and graphic content.

This also means that creators who want to bring goods on Douyin for a long time must maintain the number of effective fans.

Douyin said that because the fans seen on the homepage may include the source of fans from various scene channels, there may be more than effective fans.

At present, Douyin lowers the threshold for personal accounts to bring goods is a good opportunity for creators, especially for those creators who continue to output high-quality to provide the possibility of content monetization, and can also eliminate creators who are not popular with users, and encourage creators to improve the quality of content and personal creation.

At the same time, Douyin's content ecology can also be balanced to a certain extent, reducing the frequency of commercial live broadcasts when consumers watch short videos, and improving user experience.

In the era of stock, the commercialization of Douyin has accelerated

According to media reports, Douyin e-commerce has set a total turnover (GMV) target of more than 3 trillion yuan in 2024. The total turnover of Douyin e-commerce in 2023 will be about 2.2 trillion yuan, indicating that Douyin e-commerce needs to achieve more than 36% growth in 2024.

In March this year, Douyin launched an APP called "Douyin Mall Edition", focusing on "value-for-money and worry-free selection". This is the first time that Douyin e-commerce has launched a comprehensive independent e-commerce platform outside the Douyin APP.

In addition, Douyin e-commerce announced that it will take "price power" as its highest priority task in 2024, becoming another e-commerce platform with a clear low price strategy after Pinduoduo, Alibaba, and JD.com.

This also means that the commercialization of Douyin is also accelerating, and the imagination of Douyin e-commerce is not short after the launch of the independent e-commerce platform.

According to the "2024 Global Unicorn List" recently released by the Hurun Research Institute, among the top 10 global unicorns in 2024, ByteDance, founded in 2012, has become the world's most valuable unicorn for the third consecutive year with a value of 1.56 trillion yuan.

Source: Hurun Report's official account

SpaceX in the space sector ranks second with a valuation of 1.28 trillion yuan. OpenAI in the field of artificial intelligence has a value of 710 billion yuan, ranking among the top three in the world, up 14 places from the previous year's list, and becoming the fastest-growing unicorn company with a value increase of nearly 570 billion yuan in a year.

And Zhang Yiming, the founder of ByteDance, also ranks fourth among Chinese entrepreneurs in the "2024 Hurun Global Rich List" with a value of 245 billion yuan.

Douyin, which has a monthly active population of nearly 730 million, has huge traffic, and traffic has always been a gold mine of the Internet, almost all businesses can be redone with the blessing of traffic and algorithms, and Douyin is also expanding the boundaries of its business infinitely.

Douyin's new business is the strongest in local life, and it was recently revealed by the media that Douyin's sales in the life service sector in the first quarter of 2024 have exceeded 100 billion yuan, with a growth rate of more than 100% over the same period last year.

In general, although it is now the era of stock, Douyin is getting better and better, and Douyin still has great potential for growth in the future.

Author | Li Ying

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