Anta, FILA, champion... Many well-known brands at home and abroad can be purchased at a very low price in the live studio. The "big V" of millions of fans, whose clothes are known as the "tail order" of foreign trade, can attract tens of thousands of people to watch each live broadcast.
"The price is so cheap, can it be genuine?" Even if someone asks questions, they are always inundated by a large amount of "planting grass" order information.
According to the clue, in June 2021, the Heze police in Shandong cracked a case involving a large sale of counterfeit well-known brand clothing, and arrested 37 suspect.
After preliminary investigation, more than 4 million fake clothes were sold all over the country, with a transaction amount of hundreds of millions of yuan. During the National Intellectual Property Publicity Week in 2022, the case was announced by the Ministry of public security as one of the ten typical cases of cracking down on intellectual property crimes.
"genuine" why can it be counterfeited in large quantities
"The warehouse can't see the edge at a glance. It's full of imitation clothes piled up in mountains." Li Jingyu, a policeman of the food, drug and Environmental Investigation Detachment of Heze Public Security Bureau, said that fake clothes produced by factories everywhere were transported and stacked in a 3700 square meter warehouse in Heze and sold to consumers through the network platform.
The time goes back to June 2021. The food, drug and Environmental Investigation Detachment of Heze Public Security Bureau received a clue: an online store sells a large number of all kinds of fake brand clothing, which is broadcast regularly on the network platform. After analysis and judgment, the online store is located in a warehouse in Heze development zone.
Police officers quickly found out the basic framework of the gang, the division of personnel, the new rule of the Internet and the broadcast platform on the shop floor, and comprehensively controlled the dens and sales networks of the involved personnel, and concentrated on the investigation and arrest of several Heze target dens and suspect.
How are "genuine" clothes imitated one by one? According to the suspect's Condor, the Gang first purchased authentic clothing, carefully compared the pattern, then made imitation samples, debugged the fixed version, and then returned the genuine garments to the factory for production and sale.
"You can imitate genuine clothes in a few days, which is difficult to distinguish from genuine ready-made clothes in appearance." Cong said that if you find the same cloth and labels as the genuine ones, you can confuse the fake with the real.
In 2014, the suspect Tian Mou was engaged in counterfeit brand clothing business. He hired customer service and warehouse management to sell fake clothes in the name of foreign trade "final order" through online stores and three physical stores. He not only became a "industry" celebrity, but also became a big network v. Tian and others also used the way of changing commodity names regularly to avoid platform supervision and increase the difficulty of case investigation.
After Tian and others came to the case, the police retrieved the transaction data of his network platform for nearly two years, analyzed Beijing Vastdata Technology Co.Ltd(603138) and detailed the amount and category involved, so as to smoothly promote the investigation of the case.
how to "harvest leeks"
"Benefits only available in the live broadcast room", "inventory clearing"... A series of routine scripts have deceived a large number of consumers to pay the bill.
A new criminal network of Tian Mou uses new network marketing. Besides the traditional online shop selling mode, the suspect also uses the way of net red belt, hunger marketing, network group purchase, and big V promotion to attract traffic, and gradually form 5 million of the sticky fans group.
"Tian Moumou has successively recruited 8 online celebrity anchors to build an online celebrity live broadcasting base and incubation center. It adopts online live broadcasting forms such as online show and anchor explanation to synchronously display and guide the purchase of fake brand clothing on multiple online live broadcasting platforms." Li Yang, a policeman of the food, drug and Environmental Investigation Detachment of Heze Public Security Bureau, said that tens of thousands of people watched each live broadcast.
"There are many active fans in the live broadcast room. Although some people question whether such a low price is really genuine? But the anchor kept silent and only answered other questions about clothing style, logistics and delivery." Li Jingyu said.
It is reported that Tian Mou and other suspect have been arrested, many suspect has been prosecuted, the case is under further trial.
"Manufacturers who manufacture fake brand trademarks obviously constitute trademark infringement, and online celebrities involved in sales should also make rational judgments on product quality and price." Cao Wei, an associate professor at the school of civil and business law of Southwest University of political science and law, believes that relevant manufacturers and personnel may also be suspected of criminal crimes according to the amount involved, the scope of influence, the duration and whether there is repeated education.
severely punish the production and sale of fake products and protect intellectual property
"Learned a lesson", "looking forward to the follow-up development and thanking the police for safeguarding the legitimate rights and interests of consumers"... After the case was solved, many netizens left messages on the network platform one after another.
In this case, the OEM factories that produce fake clothing and accessories involve many places. Heze public security organ summarized the common characteristics of the cases of producing and selling fake brand clothing, established the analysis and early warning model of cases involving fake clothing, and has cracked similar cases accordingly.
The investigation and handling of the case has played a strong deterrent role. Relevant data show that during the "618" e-commerce promotion in 2021, more than 700 online stores suspected of selling counterfeit clothing took the initiative to close stores and take off shelves for rectification under the stricter supervision of the platform.
In 2021, the public security organs cracked 21000 criminal cases of infringing intellectual property rights and manufacturing and selling fake and shoddy commodities, and all 83 major cases listed and supervised by the Ministry of public security were solved, maintaining market order and purifying the market environment.
"Strengthen the policy coordination with the competent departments of the industry, and timely crack down on illegal activities, effectively protect legal services and standardize the healthy development of the industry in view of the prominent problems in new business forms and models such as live broadcasting and cross-border e-commerce." The head of the food and Drug Crime Investigation Bureau of the Ministry of Public Security said that the public security organs adhere to the equal protection of all kinds of market subjects and crack down on all kinds of enterprise related intellectual property crimes according to law.
New marketing modes such as live broadcasting and goods delivery have brought consumers a convenient and affordable shopping experience and achieved a number of online celebrities. Wealth should be taken in a proper way. It is not easy for online celebrities to become famous. In addition to having a huge flow, they should cherish their feathers, understand the goods in detail and avoid false publicity. Otherwise, it may not only damage the reputation, but also bear the corresponding legal responsibility if it is serious.
