2021抖音电商知识产权保护报告

目录里程碑业务结构维权平台主动防治防伪实验室0102030405出版物保护线下打击公众教育多方合作业界之声060708091001知新无忧Guarded Creativity CONTENTMilestonesBusiness StructureNotice and Take Down(NTD)Preemptive MonitoringAuthentication Lab0102030405Anti-piracy EffortsOffline ActionPublic EducationCooperation with industriesVoices060708091002知新无忧Guarded Creativity 序言兴趣创造美好生活。自2020年6月抖音电商成立以来，“兴趣电商”这一新兴模式已被消费者迅速接受并熟知。以2021年“双十一”期间为例，10月27日-11月11日，抖音电商直播间累计时长达2546万小时，直播间累计观看395亿次。高速成长的业务数字背后，是对治理手段及技术的严苛挑战，我们不但需要面对传统电商已知的问题，更要对诸如视频种草，直播带货等新的模式进行探索研究，建立新的规则体系，发展新的技术能力。自成立之初，我们便致力于打造健康的知识产权保护环境，也随之成立了知识产权保护业务及团队。经过短短一年多的时间，及各项资源的重点投入，我们已建立起了相对健全的业务结构及能力，并在同时探索兴趣电商知识产权保护的新兴版图。这是我们首次对外发布知识产权保护工作及成果，借助这份年度总结，我们期待以开放、合作的态度与业界一同，持续助力知识产权保护健康环境的打造及文化的传播，从而为创新提供干净安心的土壤，让每一个人都能够“知新无忧”。03知新无忧Guarded Creativity PREFACEWhat you love determines how you live. Interest-driven e-commerce has been gaining traction among consumers since Douyin launched its e-commerce business in June, 2020. From October 27(th) to Novermber 11(th), 2021, China’s “11.11 sale period”, Douyin saw 25.46 million hours of e-commerce live content and gained a total of 39.5 billion views. These staggering numbers are testing the platform’s governance and technical capabilities. We not only need to tackle existing challenges faced by conventional e-commerce players, but also need to explore new possible solutions, formulate new standards and frameworks, and develop new development capabilities as e-commerce livestream takes hold as a new form of retail.From day 1, we’ve been working to create a robust environment to promote intellectual proper-ty rights (IPR). We established a dedicated business division revolving around the protection of intellectual property rights, and after a little over a year, with strong investment, we have built both the framework and the capabilities to facilitate IPR protection with the intention of explor-ing a new territory that is IPR in interest-driven e-commerce.This is a debut of our work done on intellectual property rights protection so far, and we hope that with this yearly report, we will work with the industry in openness and in trust to facilitate.the culture and environment for IPR and provide a safe space for everyone to enjoy "Guarded Creativity".04知新无忧Clear Creativity 01里程碑2020年6月，抖音电商正式成立，知识产权保护业务同步启动2020.6电商业务成立知产保护业务启动2020.7IPPRO邮箱渠道开放2020.9签署首个维权合作MOU2020.10落地第一起线下打击案件2020.11首次举行线下品牌沟通会2021.3启动盗版治理专项2021.4试运行线上维权平台2021.9建立品牌合作团队2021.10线上维权平台正式发布05知新无忧Guarded Creativity 01MILESTONESIn June, 2020, Douyin started its e-commerce journey, and the intellectual rights protection business was established in tandem.2020.6Launched the intellectualrights protection business2020.7The IPPRO email is availablefor receiving complaints2020.91st IP ProtectionMOU signed2020.10First successful oinecrackdown ofan IPR violation2020.111st oineoutreach to brands 2021.3Kicked oan anti-piracy initiative2021.4Test-run of the platform'sonline complaint system2021.9Built a brandpartnership team 2021.10Ocial launch ofthe IPPRO system06知新无忧Guarded Creativity 目前已与安踏，小米，鄂尔多斯，博柏利，苹果，阿迪达斯，耐克，宝洁等200+国内外品牌达成合作；02业务结构1年时间建立涵盖线上线下的6大知识产权保护模块并与超过200个品牌及协会达成合作 版权保护线下打击品牌合作主动防控投诉处理公众教育07知新无忧Guarded Creativity We currently enjoy partnerships with over 200 well known brands in and outside Chinasuch as Apple, ANTA, Erdos, Burberry, Adidas, Nike, P&G, etc.. 02BUSINESS STRUCTUREWithin a year, we set up 6 IPR Protection units and arein cooperation with 200+ brands and associations CopyrightProtectionOineActionsBrandCooperationPrevention andRegulation ComplaintProcessingPublicEducation08知新无忧Guarded Creativity 03维权平台线上投诉平台上线3个月就实现第1次迭代全年受理1w+次投诉，删除链接数4.8w+条01实现从资质备案到投诉管理的1站式全流程覆盖02自2021年4月份上线目前已有3900个权利人6409份知识产权前来备案并维权03试运营第6个月便与QBPC开展研讨20+品牌代表现场提出各类建议其中核心诉求已实现09知新无忧Guarded Creativity 03NOTICE AND TAKE DOWN(NTD)The NTD platform had its first iteration just 3 months after the initial launch.48,000+ listings were removed, and 10,000+ complaints were processed in 202101From license recording to complaint management, the platform oers a one-stop solution for all the intellec-tual rights-related needs.02From April to December 2021, 3900+ intellectual property owners have registered 6409 IP licenses to protect their rights.03On the sixth month of the trial run, the platform held in-depth discus-sions with QBPC with 20+ brands attending and oering their insights. We've successfully addressed the core issues lying within the protection of intellectual property rights. 10知新无忧Guarded Creativity 04主动防治13项黑科技应用，构建假货防治全景视图封杀销售侵权商品店铺超1万家03疑似假货订单的占比低于万分之一02通过不断迭代的技术及系统对假货的主动防控识别率已超80%01全年共删除23万+链接处罚达人3万+次11知新无忧Guarded Creativity 04PREEMPTIVE MONITORING13 state-of-the-art technologies constituted the anti-counterfeit panoramic system. 10,000+ stores were shut down for selling products that infringe intellectual property rights.03The percentage of orders with potentially counterfeit goods is now lower than