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The annual "315, International Consumer Rights Day" has come and gone. This year's theme was "Working Together to Enjoy Consumption," with a focus on addressing issues in key areas such as express delivery services, telecommunications, and online shopping. In the second half of 2014, targeted monitoring of online trading products revealed that less than 60% of online purchases were genuine.
With the increasing volume of online shopping and the high prevalence of counterfeit goods, consumers are more concerned than ever about protecting their rights. At the same time, brands face the challenge of safeguarding their reputations. On this 315, we take a closer look at the common pitfalls of online shopping and provide practical tips to help you avoid falling victim to fake products.
[Image: A visual guide to identifying fake online products]
What happens when you buy counterfeit goods online?
A netizen named Xiao Wang purchased three cans of slimming coffee, eight boxes of quick-skinned biscuits, and four cans of fat-burning coffee from an "exclusive store" on a website, spending a total of 643.2 yuan. Later, he discovered that the products did not carry the “QS†mark, which is required for food safety. He then filed a lawsuit against two companies based in Beijing and Shenzhen. Ultimately, the Beijing-based company returned the payment, while both companies jointly compensated him 10 times the purchase price—amounting to 6,432 yuan.
According to the State Administration for Industry and Commerce, last year’s online shopping spending reached 278.98 billion yuan, accounting for 10% of total retail sales. That means one out of every ten daily purchases in China is made online, and this number continues to grow by 30% to 40% annually. The monitoring data from the second half of 2014 showed that the rate of counterfeit goods in online shopping was still below 60%.
So, what should you do if you encounter fake products online?
Experts emphasize that the most critical steps in dealing with counterfeit goods are identifying them and proving the source of your purchase. Online shopping experts advise customers to inspect the goods before signing for them and to keep all receipts and proof of purchase. Many consumers have reported problems after opening packages late at night and discarding documents, only to later discover they had received refurbished or fake items. Without evidence, e-commerce platforms often refuse to assist with complaints.
What if your brand is being imitated?
In addition to counterfeit goods, many well-known brands are being copied. For example, in the building materials industry, popular names like Nobel Sanitary Ware and Mona Lisa Sanitary Ware are frequently misused. Some online stores even display fake advertisements claiming to sell "genuine" products. However, the actual companies behind these brands may not be involved in producing such items. For instance, the Mona Lisa Group does not manufacture sanitary products, and the official online store only sells tiles.
These imitations often use similar trademarks and slightly lower prices to trick consumers into thinking they are buying authentic products. To protect yourself, it's essential to research the brand, understand its products, and carefully examine the trademark details—such as font, color, and spelling—before making a purchase.
Wang Ze, Deputy Secretary-General of the China Trademark Association, stated that if a brand is being infringed upon, the affected company can file a complaint with the administrative department for industry and commerce under the new Trademark Law or directly sue the court. If the infringing trademark is already registered, it becomes more difficult to stop its use. Therefore, companies should proactively apply to the Trademark Review and Adjudication Board to declare the trademark invalid.
To combat counterfeiting, governments and e-commerce platforms must work together. Zhang Jindong, a member of the National Committee of the Chinese People's Political Consultative Conference, proposed that e-commerce platforms should take responsibility for counterfeit goods sold on their sites. This means that if a customer buys a fake product, the platform should compensate them first, then trace the seller. At the institutional level, platforms should implement stricter measures to prevent counterfeit goods from appearing in the first place.
While some platforms have introduced anti-counterfeiting measures, such as enhanced verification systems and issuing reports, the problem remains widespread. To truly eliminate fakes, platforms need to ensure supply chain transparency and traceability. Companies should also establish dedicated anti-counterfeiting departments or partner with specialized organizations. These teams must be able to detect fake products quickly and act accordingly. Additionally, collaboration with government agencies is crucial to gain legal support and technical assistance.
For more information on the Chinese furniture industry, visit the official website of Xianghe Furniture City.