The French luxury company LVMH Moët Hennessy - Louis Vuitton has just signed an strategic agreement with Alibaba to fight against the sale of counterfeit Louis Vuitton bags on its e-commerce site Taobao.
According to Alibaba's news website Alizila, "These measures strengthen the current system in place whereby brand owners notify Taobao of intellectual property rights-infringing items and then Taobao acts to remove them". This was stated under a Memorandum of Understanding on October 11, 2013, and it includes the takedown system, that allows to shut down the websites that are selling Louis Vuitton counterfeit bags.
Valerie Sonnier, who is in charge of Louis Vuitton's Global Intellectual Property Director said about the collaboration "Such collaboration is invaluable to us, in order to prevent the manufacture, transport and sales of counterfeit goods, online as well as off-line".
Even if the measure is being criticized for not being able to finish with the counterfeit problem in China, it is a great start. This is a way in which Taobao's e-commerce can gain more trust from consumers, and assure its postition as a serious online retailer.