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2013/6/13 15:43:00 28

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種＜/span＞＜/font＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞囚徒困境＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞。

阿迪達(dá)斯有限的精力只能寄望于率先打掉那些營(yíng)業(yè)額較大的售假網(wǎng)店＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞;＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞但對(duì)于規(guī)模較小的中小網(wǎng)店，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞假貨＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞頗有打也打不盡的勁頭。

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＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞淘寶某商家洪波＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞(＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞化名＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞)＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞告訴記者。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　洪波口中的＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞生意＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞是指他開在淘寶上的阿迪達(dá)斯鞋服店。

＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞5＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞月中旬，因?yàn)榫W(wǎng)店被阿迪達(dá)斯有限公司＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞(＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞下稱＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞阿迪達(dá)斯＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”)＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　來(lái)自淘寶的數(shù)據(jù)稱，淘寶曾協(xié)助阿迪達(dá)斯在＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年處理了＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞1000＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞多家涉假店鋪。

雖然＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2013＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年以來(lái)的這一數(shù)據(jù)還未可知，但至少表面上看來(lái)，阿迪達(dá)斯淘寶打假的成效或許并未達(dá)到預(yù)期。

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在淘寶上搜索阿迪達(dá)斯，眾多售價(jià)在＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞100＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞元以下的產(chǎn)品，仍然比比皆是。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　?。約trong＞＜span style="font-family: 宋體; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞店主通過(guò)＜/span＞＜/strong＞＜/font＞＜/span＞＜strong＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜/strong＞＜strong＞＜span style="font-family: 宋體; font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞技術(shù)手段＜/span＞＜/strong＞＜strong＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜/strong＞＜strong＞＜span style="font-family: 宋體; font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞避損＜/span＞＜/strong＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞＜o(jì):p＞＜/o:

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以其＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2013＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年春節(jié)前的銷量為例，店里當(dāng)時(shí)每天流水可達(dá)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞1＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞萬(wàn)元，按＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞30%＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞的凈利潤(rùn)計(jì)，每天下來(lái)，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞3000＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-h

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與此同時(shí)，為了暫避阿迪達(dá)斯的打假風(fēng)波，不少網(wǎng)店在被投訴后，都選擇了上架＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞耐克產(chǎn)品＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞，而原有的＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞阿迪達(dá)斯暢銷產(chǎn)品＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜font face="宋體"

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依據(jù)淘寶的規(guī)定，藍(lán)冠積分為＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞10001＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞～＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞20000＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞分，由于洪波的這一朋友沒有通過(guò)虛假成交來(lái)刷高店鋪評(píng)級(jí)，按照＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞一個(gè)成交才會(huì)有一個(gè)好評(píng)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span sty

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　?。?font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞如今，在淘寶上搜索，售價(jià)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞100＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞元以下的＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞‘＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞阿迪達(dá)斯產(chǎn)品＜/font＞＜/span＞＜span lang="EN-US" style="font

-family: Arial; font-size: 9pt"＞’＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞還是非常之多，但在現(xiàn)實(shí)情況下，怎么會(huì)有＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞200＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞元以下的阿迪達(dá)斯產(chǎn)品＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞?”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞以洪波的經(jīng)驗(yàn)判斷，這些冒稱＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font

-family: Arial"＞＜font face="宋體"＞阿迪達(dá)斯網(wǎng)店＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞的＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞100＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞元以下的產(chǎn)品應(yīng)是阿迪達(dá)斯的投訴目標(biāo)。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　來(lái)自天貓阿迪達(dá)斯官方旗艦店的陳列顯示，其產(chǎn)品標(biāo)價(jià)多為＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞200＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞元左右及以上，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞4368＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞件商品中僅有＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞3＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞款

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　《中國(guó)經(jīng)營(yíng)報(bào)》記者了解到：淘寶方面提供的假貨鑒定流程通常是，品牌持有人＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞(＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞如阿迪達(dá)斯＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞)＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞在淘寶上發(fā)現(xiàn)了可疑網(wǎng)店，然后向淘寶投訴這些網(wǎng)店＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-famil

y: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞售假＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”;＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞淘寶按照投訴信息，經(jīng)過(guò)初步判斷，給淘寶網(wǎng)店店主下發(fā)通知＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞;＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞店主接到通知后，可以通過(guò)申訴以表明所售產(chǎn)品是真品。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　然而，耐人尋味的是，被阿迪達(dá)斯和淘寶異口同聲稱為＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞常規(guī)合作＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞的打假投訴，背后也許隱含著更多深意：鞏固既有市場(chǎng)，為進(jìn)一步的渠道下沉做準(zhǔn)備。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　在經(jīng)過(guò)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2008＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞年北京奧運(yùn)會(huì)后的高庫(kù)存處理調(diào)整期后，阿迪達(dá)斯在中國(guó)的市場(chǎng)份額已經(jīng)直逼耐克。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　市場(chǎng)數(shù)據(jù)和分析公司歐睿咨詢＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2013＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞3＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞月發(fā)布的研究報(bào)告顯示，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞年，＜/span＞＜span lang="EN-US" style="

font-family: Arial; font-size: 9pt"＞＜a href="//m.pmae.cn/news/hangye/20130610/346250.html"＞＜span lang="EN-US" style="font-family: 宋體; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"＞＜span lang="EN-US"＞＜font color="#0000ff"＞耐克＜/font＞＜/span＞＜/span＞＜/a＞＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞占據(jù)中國(guó)體育運(yùn)動(dòng)服飾市場(chǎng)＜/span＞＜/font＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞12.1%＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞的份額，阿迪達(dá)斯緊隨其后為＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞11.2%＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞

，排名第三的安踏則為＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞5.8%＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞。

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＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞阿迪達(dá)斯回復(fù)稱，在＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞通向＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2015＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞之路＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="

宋體"＞戰(zhàn)略的指引下，阿迪達(dá)斯計(jì)劃在＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2015＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年到達(dá)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞1400＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞個(gè)國(guó)內(nèi)低線城市。

目前，阿迪達(dá)斯在超過(guò)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞900＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞個(gè)國(guó)內(nèi)低線城市運(yùn)營(yíng)店面，其中，僅＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年，就有＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞400＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞家阿迪達(dá)斯新店開在低線城市。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　阿迪達(dá)斯淘寶打假的行為是否會(huì)驅(qū)使這些冒牌商品低價(jià)流向低線城市，進(jìn)而沖擊阿迪達(dá)斯開在當(dāng)?shù)氐膶?shí)體店鋪＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞?＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞阿迪達(dá)斯的回復(fù)是＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞不擔(dān)心＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;

mso -bidi -font -family:Arial '' '-'font face ='??'? ????

＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　?。?font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞根據(jù)我們的品牌調(diào)研顯示，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年我們已經(jīng)提升了在低線城市消費(fèi)者心目中的地位，品牌知名度、喜好度、考慮選擇都顯著升高。

在＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年，我們?cè)诟鱾€(gè)渠道，包括電子商務(wù)中，都看到了兩位數(shù)的增長(zhǎng)。

＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞阿迪達(dá)斯集團(tuán)大中華區(qū)新聞發(fā)言人說(shuō)。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　就目前而言，中國(guó)低線城市當(dāng)下的網(wǎng)購(gòu)規(guī)模受物流等相關(guān)因素的影響，市場(chǎng)規(guī)模仍然有限，這也讓阿迪達(dá)斯少了網(wǎng)上打假的＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞后顧之憂＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞：假貨流向低線城市沖擊其在該地區(qū)的實(shí)體店鋪銷量。

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'span style ='font -size: 9pt, mso -ascia -font -family:Arial, mso -font -family:Arial, mso -family: mso -bidi -font -family:Arial "'

＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞5＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞月底開始，針對(duì)女鞋、運(yùn)動(dòng)鞋、箱包幾大類目，淘寶展開為期一個(gè)月的專項(xiàng)整頓計(jì)劃，打擊假冒商品，重點(diǎn)關(guān)注的品牌則包括＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞NIKE＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞、＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞Adidas＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞、愛馬仕、路易威登、百麗等。

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'span style ='font -size: 9pt, mso -ascia -font -family: Arial, mso -hannnt -family:Arial, mso -bidi -font -family:Arial (Arial)'? ??'??'? ?? ??? ??? ?? ? ?? ? ??.

淘寶公布的官方數(shù)據(jù)顯示，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年，阿里巴巴集團(tuán)處理的侵權(quán)商品信息＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞9400＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞萬(wàn)條，處罰會(huì)員＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞95＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞萬(wàn)余人＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞;＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial;

mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞而在＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2011＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年，這兩項(xiàng)數(shù)據(jù)分別是＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞6320＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞萬(wàn)條、＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞70＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞多萬(wàn)人。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　但另一方面，淘寶打假的力度似乎隨著交易額的持續(xù)增長(zhǎng)反而有＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞相對(duì)下滑＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞的態(tài)勢(shì)。

同樣是來(lái)自淘寶的數(shù)據(jù)，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2011＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年，淘寶和天貓＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞(＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞彼時(shí)仍稱為淘寶商城＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞)＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞總流水達(dá)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞4856＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Ar

ial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞億元＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞;2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年，這一數(shù)額突破＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞1＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞萬(wàn)億元。

這就是說(shuō)，淘寶和天貓的銷售額在＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年同比增長(zhǎng)超過(guò)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞100%＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞，但其官方處理的打假信息同比增幅不足＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞50%＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　從淘寶公布的知識(shí)產(chǎn)權(quán)侵權(quán)管理人員來(lái)說(shuō)，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2011＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年時(shí)，這一團(tuán)隊(duì)已＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞超過(guò)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2000＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞人＜/font＞＜/span＞＜spa

n lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年則仍表述為＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞超過(guò)＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2000＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞人＜/font＞＜/span＞＜sp

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那么，這是否意味著＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年同比增加的約＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞50%＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞的打假工作量，是靠這個(gè)團(tuán)隊(duì)更多的加班來(lái)完成＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞?＜o(jì):p＞＜/o:p＞＜/span＞＜/p＞

'span style ='font -size: 9pt, mso -ascia -font -family: Arial, mso -hansi -family:Arial, mso -family: mso -bidi -font -family:Arial (Arial).

外界所能觀察到的是：＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞年，阿里巴巴集團(tuán)向所有品牌權(quán)利人開放了知識(shí)產(chǎn)權(quán)保護(hù)系統(tǒng)平臺(tái)，品牌商團(tuán)隊(duì)只要通過(guò)該平臺(tái)提供侵權(quán)商品鏈接和證據(jù)，淘寶在核實(shí)后即可予以刪除。

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＜p＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞　　換言之，＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞2012＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞年淘寶打假工作量的提升，一靠＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞外援＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞即品牌商舉報(bào)＜/font＞＜/span＞＜span lang="EN-US

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而更加引起爭(zhēng)議的是：淘寶當(dāng)下的打假模式設(shè)計(jì)明顯屬于＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞“＜/span＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞＜font face="宋體"＞注冊(cè)自由、事后追懲＜/font＞＜/span＞＜span lang="EN-US" style="font-family: Arial; font-size: 9pt"＞”＜/span＞＜font face="宋體"＞＜span style="font-size: 9pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"＞。

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