2021抖音電商知識產(chǎn)權(quán)保護(hù)報告

1、Guarded CreativityIntellectual Property Protectio n Report目錄01里程碑06出版物保護(hù)02業(yè)務(wù)結(jié)構(gòu)07線下打擊03維權(quán)平臺08公眾教育04主動防治09多方合作05防偽實驗室10業(yè)界之聲 CONTENT知新無憂02Guarded Creativity01Milestones06Anti-piracy Efforts02Business Structure07Offline Action03Notice and Take Down(NTD)08Public Education04Preemptive Monitoring09Cooperat

2、ion with industries05Authentication Lab10Voices03 知新無憂Guarded Creativity序言興趣創(chuàng)造美好生活。自2020年6月抖音電商成立以來，“興趣電商”這一新興模式已被消費(fèi)者迅速接受并熟知。以2021年“雙十一”期間為例，10月27日-11月11日，抖音電商直播間累計時長達(dá)2546萬小時，直播間累計觀看395億次。高速成長的業(yè)務(wù)數(shù)字背后，是對治理手段及技術(shù)的嚴(yán)苛挑戰(zhàn)，我們不但需要面對傳統(tǒng)電商已知的問題，更要對諸如視頻種草，直播帶貨等新的模式進(jìn)行探索研究，建立新的規(guī)則體系，發(fā)展新的技術(shù)能力。自成立之初，我們便致力于打造健康的知識產(chǎn)權(quán)保護(hù)

3、環(huán)境，也隨之成立了知識產(chǎn)權(quán)保護(hù)業(yè)務(wù)及團(tuán)隊。經(jīng)過短短一年多的時間，及各項資源的重點投入，我們已建立起了相對健全的業(yè)務(wù)結(jié)構(gòu)及能力，并在同時探索興趣電商知識產(chǎn)權(quán)保護(hù)的新興版圖。這是我們首次對外發(fā)布知識產(chǎn)權(quán)保護(hù)工作及成果，借助這份年度總結(jié)，我們期待以開放、合作的態(tài)度與業(yè)界一同，持續(xù)助力知識產(chǎn)權(quán)保護(hù)健康環(huán)境的打造及文化的傳播，從而為創(chuàng)新提供干凈安心的土壤，讓每一個人都能夠“知新無憂”。 PREFACE知新無憂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，抖音電商正式成立，知識產(chǎn)權(quán)保護(hù)業(yè)務(wù)同步啟動里程碑知新無憂05Guarded Creativity2020.72020.11首次舉行線下品牌溝通會2020.10落地第一起 線下打擊案件2021.4試運(yùn)行線上維權(quán)平臺202

9、1.10線上維權(quán)平臺正式發(fā)布IPPRO郵箱渠道開放2020.6電商業(yè)務(wù)成立2021.3啟動盜版治理專項2021.9建立品牌合作團(tuán)隊知產(chǎn)保護(hù)業(yè)務(wù)啟動2020.9簽署首個維權(quán)合作MOU06知新無憂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年時間建立涵蓋線上線下的6大知識產(chǎn)權(quán)保護(hù)模塊并與超過200個品牌及協(xié)會達(dá)成合作知新無憂07Guarded Creativity業(yè)務(wù)結(jié)構(gòu)目前已與安踏，小米，鄂爾多斯，博柏利，蘋果，阿迪達(dá)斯，耐克，寶潔等200+國內(nèi)外品牌達(dá)成合作；投訴處理主動防控品牌合作版權(quán)保護(hù)線下打擊公眾教育 02Within a year, we set up 6 IPR Protection units and are in cooperation with 200+ bra

12、nds and associations知新無憂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線上投訴平臺上線3個月就實現(xiàn)第1次迭代全年受理1w+次投訴，刪除鏈接數(shù)4.8w+條知新無憂09Guarded Creativity維權(quán)平臺01實現(xiàn)從資質(zhì)備案 到投訴管理的 1站式全流程覆蓋02自2021年4月份上線 目前已有3900個權(quán)利人6409份知識產(chǎn)權(quán)前來備案并維權(quán)03試運(yùn)營第6個月便與QBPC開展研討 20+品牌代表現(xiàn)場提出各類建議其中核心訴求已實現(xiàn)10 知新無憂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項黑科技應(yīng)用，構(gòu)建假貨防治全景視圖封殺銷售侵權(quán)商品店鋪超1萬家知新無憂 11Guarded Creativity主動防治通過不0斷迭代2的技術(shù)及系統(tǒng)對假貨的主動防控識別率已超80%全年0共刪除213萬+鏈接處罰達(dá)人3萬+次疑0似假貨訂3單的占比低于萬分之一12 知新無憂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防偽實驗室馬力全開平均每小時就有4件樣品被驗明正身*知新無憂13Guarded Creativity防偽實驗室012021年，我們投入600萬+用于樣品購買及鑒定與中檢等5家機(jī)構(gòu)02以及200+個品牌達(dá)成緊密合作03掃碼了解我們的防偽實驗室*8000件樣品在250個工作日中得到鑒定確認(rèn)14 知新無憂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推廣正

20、版打擊盜版，我們多管齊下你熟悉的作家和出版社，也在并肩支持知新無憂15Guarded Creativity出版物保護(hù)0全民好2書計劃0協(xié)助3警方一次行動查獲10萬+冊盜版書籍持續(xù)助力正版書籍推廣易中天，曹文軒，秦文君等多位知名作家與我們共薦佳作與02大反盜1版聯(lián)盟聯(lián)合發(fā)起反盜版倡議得到70余家出版社、文化機(jī)構(gòu)共同響應(yīng)16 知新無憂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大系統(tǒng)，從源頭打擊制售假全年線下假貨打擊案值2.6億+知新無憂17Guarded Creati

23、vity線下打擊通過情報系統(tǒng)-研判系統(tǒng)-存01證系統(tǒng)-打擊系統(tǒng)，主動推送線索推進(jìn)線下打擊02今年獲得了第1面來自執(zhí)法機(jī)關(guān)的錦旗03深圳龍崗公安也發(fā)布了打假 VLOG，掃碼觀看18 知新無憂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為了做好知識產(chǎn)權(quán)保護(hù)教育，我們不僅自己當(dāng)起主播更希望讓每一個人防偽DOU知道知新無憂19Guarded Creativity公眾教育01通過直播課為商家解讀知識產(chǎn)權(quán)相關(guān)知識及規(guī)則，并上線系列教程視頻02上線首個知識產(chǎn)權(quán)保護(hù)教育欄目抵制侵權(quán)假冒意識及習(xí)慣的養(yǎng)成離不開日常持續(xù)宣導(dǎo)容，我們將持續(xù)提供支持03對于優(yōu)質(zhì)知識產(chǎn)權(quán)保護(hù)教育內(nèi)20 知新無憂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合作共治助力知識產(chǎn)權(quán)保護(hù)健康生態(tài)知新無憂21Guarded Creativity多方合作與CAA0SA，CB1BC，Jetro， Kotra，QBPC，京版十五社等多家機(jī)構(gòu)開展線下交流與冬奧0會組委2會簽署MOU保證冬奧會知識產(chǎn)權(quán)得到及時保障0國家知識3產(chǎn)

29、權(quán)局多地公安、市場監(jiān)督管理局及法院已在抖音開設(shè)官方賬號我們也將持續(xù)助力知識產(chǎn)權(quán)文化傳播及普法教育22 知新無憂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 知新無憂Guarded Creativity10 業(yè)界之聲京版十五社反盜版聯(lián)盟在中國版權(quán)協(xié)會的指導(dǎo)下，抖音電商平臺與京版十五社反盜版聯(lián)盟簽署圖書正

32、版保護(hù)合作備忘錄，不僅是電商平臺版權(quán)保護(hù)的進(jìn)一步嘗試，也是新時代下凈化網(wǎng)絡(luò)環(huán)境，保護(hù)成員單位合法權(quán)益的重要舉措，更是兼顧平臺、商家、消費(fèi)者等不同主體的合理訴求，是共同構(gòu)建政府監(jiān)管、企業(yè)自管、行業(yè)自律和公眾監(jiān)督相結(jié)合的版權(quán)保護(hù)大格局的重要組成部分。抖音電商平臺與京版十五社反盜版聯(lián)盟此次的合作將是各方優(yōu)勢互補(bǔ)、信息共享、互利共贏的新開始，也是進(jìn)一步優(yōu)化資源配置，整合優(yōu)勢資源合理化服務(wù)流程，創(chuàng)建高效率、高水準(zhǔn)版權(quán)合作平臺，版權(quán)保護(hù)機(jī)制新開始。相信通過抖音電商平臺和聯(lián)盟的深入合作交流，版權(quán)保護(hù)競爭必將迎來新發(fā)展，圖書產(chǎn)業(yè)也必將迎來更美好的未來。 京版十五社反盜版聯(lián)盟理事長單位、商務(wù)印書館黨委書記、執(zhí)行

33、董事 顧青CAASA電商新消費(fèi)的崛起，背后是新人群、新場景和新體驗的合力。抖音電商基于“調(diào)性+內(nèi)容+交互”構(gòu)建了新的社交型消費(fèi)、互動型消費(fèi)的新消費(fèi)模式，把產(chǎn)品理念巧妙的融合到生活場景中，升華成一種生活方式，一種精神追求，來激發(fā)新消費(fèi)人群從的共鳴和引領(lǐng)新的生活方式。抖音電商幫助品牌在新的生活消費(fèi)場景直面消費(fèi)者，在成功強(qiáng)化了品牌與消費(fèi)者之間的共鳴與體驗時，也有效實現(xiàn)了對受眾心智的占領(lǐng)，這給大量新品牌提供了生長的土壤與空間，抖音電商成為了國貨品牌的加速器。同時抖音電商也提供了完善的知識產(chǎn)權(quán)保護(hù)體系，加速新品牌孵化的同時，也為新品牌的成長保駕護(hù)航。 北京反侵權(quán)假冒聯(lián)盟24 知新無憂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 知新無憂Guarded Creativity 小米打擊侵權(quán)假冒

41、偽劣產(chǎn)品離不開公眾的參與和監(jiān)督，這是一場企業(yè)、平臺、用戶、市場監(jiān)管部門共同參與的社會共治行為。讓消費(fèi)者能夠準(zhǔn)確了解品牌產(chǎn)品信息，及時獲取產(chǎn)品真?zhèn)舞b別的必要知識，更好提升消費(fèi)者自我保護(hù)意識，避免自身合法權(quán)益受到侵害。作為主流的內(nèi)容電商平臺，抖音電商主動聯(lián)合品牌對公眾開展知識產(chǎn)權(quán)保護(hù)教育，起到了很積極的示范效果，為企業(yè)知產(chǎn)保護(hù)、消費(fèi)者合法權(quán)益保護(hù)的健康生態(tài)構(gòu)建了更有效的機(jī)制。我們期待與抖音持續(xù)深入合作，共同促進(jìn)公眾對品牌保護(hù)及自身權(quán)益保護(hù)認(rèn)識的提升。QBPC 小米我們很高興看到抖音電商在業(yè)務(wù)快速發(fā)展的同時，堅持了對知識產(chǎn)權(quán)的有力保護(hù)。為抖音電商在打擊侵權(quán)假冒方面取得的進(jìn)步及成果點贊。感謝抖音電商一

42、直以來對品保委會員品牌保護(hù)工作的支持，對會員提出的平臺治理意見和建議的重視及采納，不斷升級投訴系統(tǒng)及擴(kuò)大與品牌權(quán)利人的鑒定合作。期待與抖音電商在打擊侵權(quán)假冒、反不正當(dāng)競爭方面繼續(xù)互信合作、攜手前行。 中國外商投資企業(yè)協(xié)會優(yōu)質(zhì)品牌保護(hù)委員會 互聯(lián)網(wǎng)工作組KOTRA上海貿(mào)易館2021年9月，KOTRA與抖音第一次聯(lián)合舉辦了針對韓國優(yōu)秀品牌的知識產(chǎn)權(quán)說明會。會上，通過企業(yè)方與抖音方的熱烈討論，不僅讓企業(yè)方更深入地了解了抖音平臺知識產(chǎn)權(quán)保護(hù)的一系列規(guī)則，抖音平臺方也更加直觀地了解到企業(yè)在平臺上遇到的種種困難。這次活動的舉辦對雙方都具有深刻的意義。KOTRA也期待未來可以跟抖音有更多的工作交流機(jī)會，為韓

43、國企業(yè)和抖音平臺間的合作發(fā)展提供更好的橋梁。 KOTRA上海貿(mào)易館館長 白仁基JETRO2021年8月，我們及IPG (INTELLECTUAL PROPERTY GROUP）模仿品對策委員會成員企業(yè)首次實現(xiàn)了與抖音電商的面對面交流。對于多數(shù)日本企業(yè)而言，這是一個嶄新又有些陌生的平臺，感謝抖音電商的熱情介紹和耐心解說，與會日本企業(yè)對平臺侵權(quán)行為的處理機(jī)制、防控措施等等有了更深入的了解。同時企業(yè)們也提出了各自的想法和意見，得到了抖音電商的理解及重視。每一次交流都彌足珍貴，這是企業(yè)和平臺間相互支持、共同進(jìn)步的重要環(huán)節(jié)。再次感謝抖音電商對JERTO知識產(chǎn)權(quán)工作和IPG模仿品對策委員會事業(yè)的鼎力支持，

44、期待雙方將來有更加長久持續(xù)地交流合作。 日本貿(mào)易振興機(jī)構(gòu)上海代表處知識產(chǎn)權(quán)部部長 天野沙羅26 知新無憂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