马云在《华尔街日报》撰文：阿里巴巴保护知识产权的立场及思考

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举报 2016-06-23

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中文如下，后附英文版。

阿里巴巴保护知识产权的立场及思考
马云
阿里巴巴2014年上市的时候，我告诉我们的用户、员工和投资者，今天我们融到的不是钱，我们融到的是信任，客户的信任、时代的信任、投资者的信任。每一天，世界都在关注我们是否能坚守我们的信诺，所以我希望大家能够对得起这份信任、对得起我们自己内心第一天的梦想。
作为一家被全球关注的公众公司，接受和坦诚回应各界的质询是我们的责任。但是今天，当我看到媒体对我最近说的话断章取义，偏离事实的时候，我觉得我有必要更加清晰的表达自己真实的观点，这同样也是对所有人负责的态度。
就在前几天，我跟投资者分享了我们自己观察到的一些正在发生的趋势：我们发现品牌商和他们的代工厂之间，品牌商和他们的既有顾客之间之前的关系链路正在发生转移和变化。
首先，由于西方需求的疲弱，出口的下滑，每天我们都看到中国大批出口加工企业因为客户订单的减半而面临生存危机，痛苦挣扎，他们在工厂设备，原材料和人员上的大量投资是他们所有身家和事业所在。他们必须找到新的生存之路。
另外，电子商务的快速发展，给了这些加工制造企业一个面向国内市场销售的巨大机会。大部分加工企业已经在开始用互联网开创自己的品牌。他们正在聘请优秀的设计师，打造互联网的品牌和与消费者直接沟通的电子商务渠道。
这才是我要表达的真实观点，以及想分享与提醒大家的：这些新的基于互联网成功的企业，正在给那些基于传统成熟的零售商业模式的品牌商带来巨大的冲击。这是现实，也是我被“断章取义”的文章的真实背景。
在这里我再次表达在我们这件事情上的立场：
阿里巴巴绝不姑息纵容而是坚决打击假冒商品。品牌商和其知识产权必须受到保护。阿里巴巴的使命是支持那些创新和投资自己品牌的生产商。我们对侵犯他人知识产权的行为零容忍。
我们坚信，品牌和知识产权必须得到保护。无力保护原创设计、技术和商标无异于对偷窃的支持。这不仅对品牌方来说是有害的，同时对交易平台的诚信来说也危害深远。我们现在不会，将来也永远不会容忍姑息任何偷窃行为。
客观理性的讲，阿里巴巴已经是当今世界打假战线的领导者，我们投入了前所未有的技术、资金和人力用于我们的打假工作。我们不仅仅在线上跟假货战争，我们也联动各方面力量，推动对线下假货的生产和传播通道的打击措施。阿里巴巴强大的数据处理和分析系统使我们能够实时扫描超过1000万件新上线的商品，我们清晰的了解每件商品的属性，譬如商品商标、价格、地理位置、消费者和卖家消费习惯、消费者反馈。事实上我们每收到品牌商一个产品下架需求时，我们的系统早已经已主动下架了八个。
但我们不要忘记，这将是一场持久的战斗，而且没有任何捷径可走，因为这是和人性的贪婪做斗争。跟回避这个问题比起来，我更愿意讲真话。
阿里巴巴建立了全球前所未有的网上商业平台，这个平台还在以惊人的速度发展。在这个平台上，我们追求并推动品牌方和厂商能够与消费者进行直接的对接，交易，并确立彼此良性的互动关系。这个平台越来越受到海量的消费者的喜欢和热爱，因此也吸引了无数小而美的商家，众多的国际性大品牌积极参与。这是各方客户对阿里巴巴的信任，我们有责任让这个平台更透明，公正，充满效率，让平台上的每个参与者的利益都得以保护。我们每天都在努力地保护消费者免于假货的侵害，努力和品牌商、监管机构及其他行业合作伙伴提升和分享我们的技术、经验以及我们知识产权保护的工作的努力。
这就是我在这件事情上的立场。阿里巴巴会毫不犹豫的保护品牌商的知识产权，因为这是品牌商多年创新和投资的结果。同时，我也有责任告诉我们的商业伙伴，这个世界正在发生令人惊叹的变化，但我们有机会一起在浩大的变化中，适应需求，持续快速的引领新的潮流。
阿里巴巴所做的一切，都是为了实现这个企业发展102年的长远目标，而要实现这个目标就必须基于真实可靠的原则。阿里巴巴的使命是让天下没有难做的生意，凡是有助于帮助大家判断未来，只要我们能看到趋势和潮流现象，我们还会清晰而坚决的讲出来，与大家分享。
2016年6月22日于杭州

以下是今天刊于华尔街日报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.