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Louis Vuitton in China Counterfeit Move

The company is teaming with Taobao.com, one of the country's largest e-commerce platforms, to stamp out counterfeits online.

PARIS — Louis Vuitton is teaming with one of China’s largest e-commerce platforms to stamp out counterfeits online.

This story first appeared in the October 10, 2013 issue of WWD.  Subscribe Today.

Vuitton said it and Taobao.com, billed among the Web’s 20 most visited sites, have signed a memorandum of understanding whose recommendations include a “notice and takedown system.”

Citing their mutual interest in “efficient brand protection,” the French leather goods giant and the online marketplace said they hope their collaboration would contribute to a “fairer e-business environment for consumers on Internet auction sites.”

Taobao, part of Hangzhou-based e-commerce giant Alibaba Group, said the proactive and preventative measures are “the first of their kind to be implemented by Taobao in direct cooperation with a brand owner.”

Vuitton, a flagship brand of luxury giant LVMH Moët Hennessy Louis Vuitton, has a zero-tolerance policy when it comes to counterfeits.

“Such collaboration is invaluable to us, in order to prevent the manufacture, transport and sales of counterfeit goods, online as well as offline,” said Valerie Sonnier, Vuitton’s global intellectual property director.

“With the continuous support from Chinese authorities, we have been able to decrease the number of counterfeits in this market,” she added.

Vuitton signed a similar agreement with Rakuten, a Japanese online site, in 2010.

Founded 10 years ago, Taobao is a consumer-to-consumer marketplace selling mainly new, but also used merchandise, boasting about 760 million product listings as of last March.

The agreement comes as Taobao’s parent Alibaba is said to be looking at an initial public offering in New York in the near future that could value the group at a minimum of $120 billion.