馬云在《華爾街日報》撰文：阿里巴巴保護知識產權的立場及思考

原創贊2 收藏1 評論

舉報 2016-06-23

掃描,分享朋友圈

中文如下，后附英文版。

阿里巴巴保護知識產權的立場及思考
馬云
阿里巴巴2014年上市的時候，我告訴我們的用戶、員工和投資者，今天我們融到的不是錢，我們融到的是信任，客戶的信任、時代的信任、投資者的信任。每一天，世界都在關注我們是否能堅守我們的信諾，所以我希望大家能夠對得起這份信任、對得起我們自己內心第一天的夢想。
作為一家被全球關注的公眾公司，接受和坦誠回應各界的質詢是我們的責任。但是今天，當我看到媒體對我最近說的話斷章取義，偏離事實的時候，我覺得我有必要更加清晰的表達自己真實的觀點，這同樣也是對所有人負責的態度。
就在前幾天，我跟投資者分享了我們自己觀察到的一些正在發生的趨勢：我們發現品牌商和他們的代工廠之間，品牌商和他們的既有顧客之間之前的關系鏈路正在發生轉移和變化。
首先，由于西方需求的疲弱，出口的下滑，每天我們都看到中國大批出口加工企業因為客戶訂單的減半而面臨生存危機，痛苦掙扎，他們在工廠設備，原材料和人員上的大量投資是他們所有身家和事業所在。他們必須找到新的生存之路。
另外，電子商務的快速發展，給了這些加工制造企業一個面向國內市場銷售的巨大機會。大部分加工企業已經在開始用互聯網開創自己的品牌。他們正在聘請優秀的設計師，打造互聯網的品牌和與消費者直接溝通的電子商務渠道。
這才是我要表達的真實觀點，以及想分享與提醒大家的：這些新的基于互聯網成功的企業，正在給那些基于傳統成熟的零售商業模式的品牌商帶來巨大的沖擊。這是現實，也是我被“斷章取義”的文章的真實背景。
在這里我再次表達在我們這件事情上的立場：
阿里巴巴絕不姑息縱容而是堅決打擊假冒商品。品牌商和其知識產權必須受到保護。阿里巴巴的使命是支持那些創新和投資自己品牌的生產商。我們對侵犯他人知識產權的行為零容忍。
我們堅信，品牌和知識產權必須得到保護。無力保護原創設計、技術和商標無異于對偷竊的支持。這不僅對品牌方來說是有害的，同時對交易平臺的誠信來說也危害深遠。我們現在不會，將來也永遠不會容忍姑息任何偷竊行為。
客觀理性的講，阿里巴巴已經是當今世界打假戰線的領導者，我們投入了前所未有的技術、資金和人力用于我們的打假工作。我們不僅僅在線上跟假貨戰爭，我們也聯動各方面力量，推動對線下假貨的生產和傳播通道的打擊措施。阿里巴巴強大的數據處理和分析系統使我們能夠實時掃描超過1000萬件新上線的商品，我們清晰的了解每件商品的屬性，譬如商品商標、價格、地理位置、消費者和賣家消費習慣、消費者反饋。事實上我們每收到品牌商一個產品下架需求時，我們的系統早已經已主動下架了八個。
但我們不要忘記，這將是一場持久的戰斗，而且沒有任何捷徑可走，因為這是和人性的貪婪做斗爭。跟回避這個問題比起來，我更愿意講真話。
阿里巴巴建立了全球前所未有的網上商業平臺，這個平臺還在以驚人的速度發展。在這個平臺上，我們追求并推動品牌方和廠商能夠與消費者進行直接的對接，交易，并確立彼此良性的互動關系。這個平臺越來越受到海量的消費者的喜歡和熱愛，因此也吸引了無數小而美的商家，眾多的國際性大品牌積極參與。這是各方客戶對阿里巴巴的信任，我們有責任讓這個平臺更透明，公正，充滿效率，讓平臺上的每個參與者的利益都得以保護。我們每天都在努力地保護消費者免于假貨的侵害，努力和品牌商、監管機構及其他行業合作伙伴提升和分享我們的技術、經驗以及我們知識產權保護的工作的努力。
這就是我在這件事情上的立場。阿里巴巴會毫不猶豫的保護品牌商的知識產權，因為這是品牌商多年創新和投資的結果。同時，我也有責任告訴我們的商業伙伴，這個世界正在發生令人驚嘆的變化，但我們有機會一起在浩大的變化中，適應需求，持續快速的引領新的潮流。
阿里巴巴所做的一切，都是為了實現這個企業發展102年的長遠目標，而要實現這個目標就必須基于真實可靠的原則。阿里巴巴的使命是讓天下沒有難做的生意，凡是有助于幫助大家判斷未來，只要我們能看到趨勢和潮流現象，我們還會清晰而堅決的講出來，與大家分享。
2016年6月22日于杭州

以下是今天刊于華爾街日報的署名文章英文全文（English Version）：

Counterfeit Goods Have No Place on Alibaba
By Jack Ma
Increased scrutiny is part of becoming a global company. When Alibaba went public in 2014, I told our customers, employees and investors that what we had earned was trust—in myself, my team, and our company’s mission, vision and values. With that trust comes great responsibility. So when I see reports in the press taking my recent words about counterfeit goods out of context, I feel compelled to set the record straight. This is my responsibility to all of our stakeholders.
What I shared with our investors last week was an observation: that the dynamics between some brands and their manufacturing partners, and brands and their customers, are shifting due to economic and technological developments.
First, Chinese manufacturers face declining exports because demand from Western markets is not what it used to be. Every day, I see small businesses in China suffer because orders from their longtime customers are half of what they once were. Yet these businesses have made investments in factories, equipment and people. They must find new ways to adapt to this changing environment.
Second, the internet has given consumers ever-increasing access to products without the need for complex and costly distribution channels. Manufacturers in China are increasingly using the internet to tap into the vast domestic market. Many of these firms have developed their own online-only brands with quality products for Chinese consumers.
What I said last week was that these trends may challenge the business model of some established brands. That’s reality.
I want to let you know where I stand on this: Counterfeit goods are absolutely unacceptable, and brands and their intellectual property must be protected. Alibaba is only interested in supporting those manufacturers who innovate and invest in their own brands. We have zero tolerance for those who rip off other people’s intellectual property.
Failing to protect original designs, trademarks and technology is akin to thievery, and it is detrimental not only to innovation but also to the integrity of the marketplace. We do not and will never condone any act of stealing.
Alibaba is 100% committed to leading the fight against global counterfeiting, online and offline. We have devoted an unparalleled level of technology, capital and people toward our anticounterfeiting work. Our robust data processing and analytics enable real-time scanning of over 10 million new product listings a day, looking at product attributes such as trademark, pricing, geolocation, buyer and seller identity, consumer feedback and more. For every one takedown request we receive from a brand, we have proactively removed eight.
Let’s not forget that this is a long-term crusade. There are no easy or short-term fixes, because it is a battle against human greed.
At Alibaba, we have built the world’s largest platform that enables more than 10 million merchants and brands to directly engage with hundreds of millions of consumers. Brands embrace our platform because consumers love our marketplaces.
We work hard every day to protect our stakeholders and ensure that consumers are not hurt by shoddy fake products. We are committed to fighting the root causes of infringement and to protecting creators and innovators. And we not only comply with laws and regulations but also actively assist law enforcement in cracking down on counterfeiters.
We do all of this because we care about the sustainability of our business. I’ve been around long enough to know that authenticity is the only thing that sustains one’s character and maintains trust in the long run. I’m interested in telling the truth rather than glossing over difficult subjects.
Alibaba always stands ready to partner with brands. As such, I see it as my responsibility to tell them that the world is changing. The internet has enabled consumers to assert their preferences more than ever, and thus businesses must innovate. The good news is that we have an opportunity to work together with brands to get ahead of these new trends.
Mr. Ma is the founder and executive chairman of Alibaba Group.