2021抖音电商知识产权保护报告

1、Guarded CreativityIntellectual Property Protectio n Report目录01里程碑06出版物保护02业务结构07线下打击03维权平台08公众教育04主动防治09多方合作05防伪实验室10业界之声 CONTENT知新无忧02Guarded Creativity01Milestones06Anti-piracy Efforts02Business Structure07Offline Action03Notice and Take Down(NTD)08Public Education04Preemptive Monitoring09Cooperat

2、ion with industries05Authentication Lab10Voices03 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

3、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”。 PREFACE知新无忧04Clear Creativity What you love determines how you live.Interest-driven e-commerce has been gainin

4、g traction among consumers since Douyin launched its e-commerce business in June, 2020. From October 27(th) to Novermber 11(th), 2021, Chinas “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

5、the platforms 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 tak

6、es hold as a new form of retail.From day 1, weve 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 inve

7、stment, 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

8、 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.012020年6月，抖音电商正式成立，知识产权保护业务同步启动里程碑知新无忧05Guarded Creativity2020.72020.11首次举行线下品牌沟通会2020.10落地第一起 线下打击案件2021.4试运行线上维权平台202

9、1.10线上维权平台正式发布IPPRO邮箱渠道开放2020.6电商业务成立2021.3启动盗版治理专项2021.9建立品牌合作团队知产保护业务启动2020.9签署首个维权合作MOU06知新无忧Guarded Creativity01In June, 2020, Douyin started its e-commerce journey,and the intellectual rights protection business was established in tandem.MILESTONES2020.111st ofline outreach to brands2020.10Firs

10、t successful ofline crackdown ofan IPR violation2021.4Test-run of the platforms online complaint system2021.10Oflcial launch of the IPPRO system2020.7The IPPRO email is available for receiving complaints2020.6Launched the intellectual rights protection business2021.3Kicked oVan anti-piracy initiativ

11、e2021.9Built a brand partnership team2020.91st IP Protection MOU signed 021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知新无忧07Guarded Creativity业务结构目前已与安踏，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；投诉处理主动防控品牌合作版权保护线下打击公众教育 02Within a year, we set up 6 IPR Protection units and are in cooperation with 200+ bra

12、nds and associations知新无忧08Guarded CreativityBUSINESSSTRUCTUREWe currently enjoy partnerships with over 200 well known brands in and outside China such as Apple, ANTA, Erdos, Burberry, Adidas, Nike, P&G, etc.ComplaintProcessingPrevention andRegulationBrandCooperationCopyrightProtectionOflineActionsPu

13、blicEducation 03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+条知新无忧09Guarded Creativity维权平台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10 知新无忧Guarded Creativity03The NTD platform had its first iteration just 3 months after the initial laun

14、ch. 48,000+ listings were removed, and 10,000+ complaints were processed in 2021NOTICE AND TAKE DOWN(NTD)01From license recording to complaint management, theplatform oVers a one-stopsolution for all the intellec-02tual rights-related needs.From April to December 2021, 3900+ intellectual property ow

15、ners have registered 6409 IPlicenses 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 oVering theirinsights. Weve successfullyaddressed the core issues lyingwithin the protection of intellectual property r

16、ights. 0413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1万家知新无忧 11Guarded Creativity主动防治通过不0断迭代2的技术及系统对假货的主动防控识别率已超80%全年0共删除213万+链接处罚达人3万+次疑0似假货订3单的占比低于万分之一12 知新无忧Guarded Creativity13 state-of-the-art technologies constituted the anti-counterfeit panoramic system.10,000+ stores were shut down for selling products th

17、at infringe intellectual property rights.PREEMPTIVEMONITORING02Thanks to consistentiterations, the platform is capable of preemptivelyidentifying over 80% ofcounterfeit goods.01In 2021, we removed230k+ links and imposed a total of 30k penalties oncreators.The0per centa3ge of orderswith potentially c

18、ounterfeit goods is now lowerthan 0.0001% 05防伪实验室马力全开平均每小时就有4件样品被验明正身*知新无忧13Guarded Creativity防伪实验室012021年，我们投入600万+用于样品购买及鉴定与中检等5家机构02以及200+个品牌达成紧密合作03扫码了解我们的防伪实验室*8000件样品在250个工作日中得到鉴定确认14 知新无忧Guarded CreativityOur authentication lab was in full swing in 2021There are 4 samples being authenticated

19、in our lab every hour*AUTHENTICATIONLAB01We invested RMB 6 million+ in sample purchases and authentication02We work closely with 5 professional agencies including CCIC and over 200 brands03Scan the code with Douyin to learn more about the lab*8000 samples were authenticated in 250 working days 06推广正

20、版打击盗版，我们多管齐下你熟悉的作家和出版社，也在并肩支持知新无忧15Guarded Creativity出版物保护0全民好2书计划0协助3警方一次行动查获10万+册盗版书籍持续助力正版书籍推广易中天，曹文轩，秦文君等多位知名作家与我们共荐佳作与02大反盗1版联盟联合发起反盗版倡议得到70余家出版社、文化机构共同响应16 知新无忧Guarded Creativity06From promoting authenticity to cracking down on piracy, we adopted a dual-pronged approach.Your familiar writers a

21、nd publishing houses are also standing with usANTI-PIRACYEFFORTS02The Read Good Books campaign added to the eVorts of promoting genuine books. Well-known writerssuch as YI Zhongtian, CAO Wenxuan and QIN Wenjun supported campaignsby revealing the books they recom- mend.We assist ed law enforcement au

22、thorities in an ofline03crackdown during which100,000+ pirated books were seized.01We joined hands with 2 majoranti-piracy alliances in China in an anti-piracy initiative which waslater supported by 70+ publishing houses and cultural institutions. 07依托4大系统，从源头打击制售假全年线下假货打击案值2.6亿+知新无忧17Guarded Creati

23、vity线下打击通过情报系统-研判系统-存01证系统-打击系统，主动推送线索推进线下打击02今年获得了第1面来自执法机关的锦旗03深圳龙岗公安也发布了打假 VLOG，扫码观看18 知新无忧Guarded CreativityTackling the roots of counterfeit production with four main systemsIn the year 2021, we cracked down counterfeit cases with the total worthof 260+ million RMB.OFFLINEACTIONWe actively push

24、ed clues to01facilitate ofline crackdown actions through our four main systems:intelligence, assessment, evidence storage, and action.02Received a Jinqi (a crimson, velvet banner, usually a token of gratitude in modern Chinese culture) fromthe law enforcement authority this year.03Shenzhen Longgang

25、PoliceDepartment also released a vlog on counterfeit raids. Scan the QR code with Douyin to watch it. 08为了做好知识产权保护教育，我们不仅自己当起主播更希望让每一个人防伪DOU知道知新无忧19Guarded Creativity公众教育01通过直播课为商家解读知识产权相关知识及规则，并上线系列教程视频02上线首个知识产权保护教育栏目抵制侵权假冒意识及习惯的养成离不开日常持续宣导容，我们将持续提供支持03对于优质知识产权保护教育内20 知新无忧Guarded CreativityTo stre

26、ngthen awareness for intellectual property rights protection, we not only becamelivestream hosts ourselves, but included a much broader audience with the power of DouyinPUBLICEDUCATION01We published a tutorial video series for sellers explaining the rules and regulations in regards to intellectual p

27、roperty rights.02We started the first educational channel for IPR protection calledAnti-Counterfeits with Douyin to combat infringement on intellectualproperty rights and build up peoples awareness of IPR protection, which is a long term process that requirescontinuous work.03We will continue to sup

28、port quality educational content on intellectual property rights protection.*Scan the QR code with Douyin to watch a demonstration clip of Anti-Counterfeits with Douyin. 09合作共治助力知识产权保护健康生态知新无忧21Guarded Creativity多方合作与CAA0SA，CB1BC，Jetro， Kotra，QBPC，京版十五社等多家机构开展线下交流与冬奥0会组委2会签署MOU保证冬奥会知识产权得到及时保障0国家知识3产

29、权局多地公安、市场监督管理局及法院已在抖音开设官方账号我们也将持续助力知识产权文化传播及普法教育22 知新无忧Guarded Creativity09Help build a sound ecosystem for intellectual property rights protection by working with a wide range of institutionsCOOPERATION WITH INDUSTRIES01Held ofline discussions with CAASA, CBBC, QBPC, Kotra,Jetro, Beijing Edition XV

30、 and many other organizations.02Signed an MOU with the Winter Olympic GamesOrganizing Committee to ensure timely protection ofintellectual property rights for the Winter Olympics.03Many entities have since opened oflcial accounts on Douyin including the China National Intellectual Property Administr

31、a- tion, the police departments, administra- tions of market regulation, and Peoples Courts at all levels of various jurisdictions.We will continue to help support public education on intellectual property rights protection.23 知新无忧Guarded Creativity10 业界之声京版十五社反盗版联盟在中国版权协会的指导下，抖音电商平台与京版十五社反盗版联盟签署图书正

32、版保护合作备忘录，不仅是电商平台版权保护的进一步尝试，也是新时代下净化网络环境，保护成员单位合法权益的重要举措，更是兼顾平台、商家、消费者等不同主体的合理诉求，是共同构建政府监管、企业自管、行业自律和公众监督相结合的版权保护大格局的重要组成部分。抖音电商平台与京版十五社反盗版联盟此次的合作将是各方优势互补、信息共享、互利共赢的新开始，也是进一步优化资源配置，整合优势资源合理化服务流程，创建高效率、高水准版权合作平台，版权保护机制新开始。相信通过抖音电商平台和联盟的深入合作交流，版权保护竞争必将迎来新发展，图书产业也必将迎来更美好的未来。 京版十五社反盗版联盟理事长单位、商务印书馆党委书记、执行

33、董事 顾青CAASA电商新消费的崛起，背后是新人群、新场景和新体验的合力。抖音电商基于“调性+内容+交互”构建了新的社交型消费、互动型消费的新消费模式，把产品理念巧妙的融合到生活场景中，升华成一种生活方式，一种精神追求，来激发新消费人群从的共鸣和引领新的生活方式。抖音电商帮助品牌在新的生活消费场景直面消费者，在成功强化了品牌与消费者之间的共鸣与体验时，也有效实现了对受众心智的占领，这给大量新品牌提供了生长的土壤与空间，抖音电商成为了国货品牌的加速器。同时抖音电商也提供了完善的知识产权保护体系，加速新品牌孵化的同时，也为新品牌的成长保驾护航。 北京反侵权假冒联盟24 知新无忧Guarded Cr

34、eativity10 VOICESQuotes from our partner brands and associationsUnder the guidance of the Copyright Society of China, signing the Memorandum of Cooperation on Intellectual Property Rights of Publications with Douyin is a further step to the exploration of copyright protection on e-commerce platforms

35、, an important measure of purifying cyberspace and protecting lawful rights of its member organizations, and a key component of the bigger picture of copyright protection initiative championed by governments, businesses, industries, and the public.This cooperation between Douyin e-commerce and Beiji

36、ng Anti-Piracy Alliance of XV Publishing Houses will be a new beginning characterized by complementary strengths, information sharing, and win-win situations. It is also a new beginning for us to pool together resources, update the mechanism and cooperative platform of copyright protection. We belie

37、ve that with the partner- ship with Douyin and our in-depth communications with the Alliance, a bright future is on the horizon both for copyright protec- tion and for the publishing industry. Mr.Gu Qing, Executive Director and Party Secretary General of Commercial Press (The President company of th

38、e Beijing Anti-Piracy Alliance of XV Publishing Houses)The new form of e-commerce cannot take hold without the synergy between the new user group, the new use case, and the new experience. Douyin e-commerce champions a new way of life by creating this new, tone+content+interaction, socializa- tion-d

39、riven, interactive consumption mechanism, transforming mere products into a kind of lifestyle and a zeitgeist. Douyin e-commerce helps bring brands face-to-face with their consumers and make consumers voices heard by the brands. It provides the soil and space for a wave of new brands to grow and fac

40、ilitate such growth particularly for Chinese brands.In the meantime, Douyin e-commerce has established a comprehensive system of IP protection, which provides robust support for the incubation of new brands. Anti-Infringement and Anti-Counterfeiting Alliance (CAASA)25 知新无忧Guarded Creativity 小米打击侵权假冒

41、伪劣产品离不开公众的参与和监督，这是一场企业、平台、用户、市场监管部门共同参与的社会共治行为。让消费者能够准确了解品牌产品信息，及时获取产品真伪鉴别的必要知识，更好提升消费者自我保护意识，避免自身合法权益受到侵害。作为主流的内容电商平台，抖音电商主动联合品牌对公众开展知识产权保护教育，起到了很积极的示范效果，为企业知产保护、消费者合法权益保护的健康生态构建了更有效的机制。我们期待与抖音持续深入合作，共同促进公众对品牌保护及自身权益保护认识的提升。QBPC 小米我们很高兴看到抖音电商在业务快速发展的同时，坚持了对知识产权的有力保护。为抖音电商在打击侵权假冒方面取得的进步及成果点赞。感谢抖音电商一

42、直以来对品保委会员品牌保护工作的支持，对会员提出的平台治理意见和建议的重视及采纳，不断升级投诉系统及扩大与品牌权利人的鉴定合作。期待与抖音电商在打击侵权假冒、反不正当竞争方面继续互信合作、携手前行。 中国外商投资企业协会优质品牌保护委员会 互联网工作组KOTRA上海贸易馆2021年9月，KOTRA与抖音第一次联合举办了针对韩国优秀品牌的知识产权说明会。会上，通过企业方与抖音方的热烈讨论，不仅让企业方更深入地了解了抖音平台知识产权保护的一系列规则，抖音平台方也更加直观地了解到企业在平台上遇到的种种困难。这次活动的举办对双方都具有深刻的意义。KOTRA也期待未来可以跟抖音有更多的工作交流机会，为韩

43、国企业和抖音平台间的合作发展提供更好的桥梁。 KOTRA上海贸易馆馆长 白仁基JETRO2021年8月，我们及IPG (INTELLECTUAL PROPERTY GROUP）模仿品对策委员会成员企业首次实现了与抖音电商的面对面交流。对于多数日本企业而言，这是一个崭新又有些陌生的平台，感谢抖音电商的热情介绍和耐心解说，与会日本企业对平台侵权行为的处理机制、防控措施等等有了更深入的了解。同时企业们也提出了各自的想法和意见，得到了抖音电商的理解及重视。每一次交流都弥足珍贵，这是企业和平台间相互支持、共同进步的重要环节。再次感谢抖音电商对JERTO知识产权工作和IPG模仿品对策委员会事业的鼎力支持，

44、期待双方将来有更加长久持续地交流合作。 日本贸易振兴机构上海代表处知识产权部部长 天野沙罗26 知新无忧Guarded CreativityPublic engagement and supervision is indispensible in the fight against faulty and counterfeit products. It is a joint social effort that involves businesses, platforms, users and market regulators. We need to help consumers under

45、stand brand information, enable them to obtain authentication information on products and thereby promote the safeguarding of their lawful rights and interests.As a major content-based e-commerce platform, Douyin e-commerce leads by example- it actively works with brands to educate the public on int

46、ellectual property rights protection, and together we are building a sound ecosystem for such initiatives to thrive. We look forward to the continued cooperation with Douyin, through which we will promote public awareness of brands IPR protection and the lawful rights of individuals. XiaomiIt is a p

47、leasure to see the great efforts being put in IPR protection by Douyin e-commerce alongside its rapid business growth. Its progress on combating counterfeits is also laudable. We are thankful for Douyin e-commerce for its support of QBPC, for its adoption of our members advice on platform governance, and for its continued iteration of the online report system and the expansion of its partnerships with IP owners on product authentication. We are looking forward to continuing our cooperation with Douyin e-commerce on combating unfair competitions as well as