Lex專欄：淘寶如何擺脫“惡名”困擾？

Fake it until you make it might be an apt slogan for some Chinese companies. Global brands from luxury goods makers to investment banks have frequently found their intellectual property stolen and copied in China.

“假冒直至你成功”也許對(duì)某些中國(guó)企業(yè)是一個(gè)合適的口號(hào)。從奢侈品制造商到投資銀行，全球品牌常常發(fā)現(xiàn)自己的知識(shí)產(chǎn)權(quán)在中國(guó)遭到竊取和抄襲。

Still, in recent months, small victories for IP owners such as BMW and ex-basketball player Michael Jordan have suggested the trend is turning. Not at Alibaba, apparently. On Wednesday, the US government put the Taobao website of the New York-listed online marketplace operator back on its blacklist of “notorious markets” after four years in the clear.

話雖如此，近幾個(gè)月來(lái)，寶馬(BMW)和前籃球運(yùn)動(dòng)員邁克爾•喬丹(Michael Jordan)等知識(shí)產(chǎn)權(quán)所有者取得小勝利，似乎表明上述趨勢(shì)正在改變。但顯然不包括阿里巴巴(Alibaba)。周三，美國(guó)政府將這家紐約上市的在線集市運(yùn)營(yíng)商旗下的淘寶網(wǎng)(Taobao)再度列入“惡名市場(chǎng)”黑名單，此前四年淘寶逃過(guò)入榜的命運(yùn)。

Alibaba is crying foul over the decision. It says that its IP protections and anti-counterfeit measures have improved since it was last listed, and that politics are behind the move. Maybe so. Taking to task one of China’s most globally-recognised companies is one way to score a point but it sounds more like a tactic for the incoming Trump administration.

阿里巴巴對(duì)這一決定大喊冤枉，表示自上次入榜以來(lái)，其知識(shí)產(chǎn)權(quán)保護(hù)和打假措施都已改善，并稱此舉背后存在政治動(dòng)機(jī)?；蛟S如此。追究全球知名度最高的中國(guó)企業(yè)之一是得分的一種方式，但這種手法聽上去更像是即將上任的特朗普政府會(huì)動(dòng)用的戰(zhàn)術(shù)。

For sure, the move is more symbolic than substantive. Although Alibaba has international ambitions, it has no overseas sales worth reporting. That is not to say the company has no connection to US trade. Numerous American companies — from Amazon to Tesla — have used Alibaba’s sites to sell goods into China. These host 100,000 brands. Fakes do not deter the owners. Few can afford to boycott the world’s biggest online marketplace in the world’s biggest market.

誠(chéng)然，此舉的象征意義大于實(shí)質(zhì)。雖然阿里巴巴有國(guó)際野心，但它沒有值得報(bào)告的海外銷售，這并不是說(shuō)它與美國(guó)貿(mào)易沒有聯(lián)系。許多美國(guó)企業(yè)——從亞馬遜(Amazon)到特斯拉(Tesla)——都使用阿里巴巴的網(wǎng)站將產(chǎn)品銷往中國(guó)。那些網(wǎng)站上群集了10萬(wàn)個(gè)品牌，假貨并未嚇阻品牌擁有者，沒多少人有底氣抵制全球最大市場(chǎng)內(nèi)的全球最大在線集市。

Alibaba has been trying to fix the problem. Pressure from the US helps. Complaints last year from US clothing industry lobbying group, American Apparel & Footwear Association, no doubt spurred efforts that have doubled the number of removals of infringing listings in 2016.

阿里巴巴一直在試圖解決假貨問(wèn)題，來(lái)自美國(guó)的壓力起了幫助作用。美國(guó)服裝行業(yè)游說(shuō)團(tuán)體——美國(guó)服裝和鞋類協(xié)會(huì)(American Apparel & Footwear Association)去年的投訴，無(wú)疑激勵(lì)阿里巴巴作出努力，使2016年淘寶主動(dòng)下架的侵權(quán)產(chǎn)品數(shù)量翻了一倍。

Still, the objection to fake goods remains valid, even if it is being used for political ends. If China is to strengthen its hand in the trade war, it needs to try harder. It could start by having its own credible strategy against counterfeiting. Countries such as the US and UK do. They are worth copying.

但話說(shuō)回來(lái)，反對(duì)假貨仍然是站得住腳的，即使它是出于政治目的也不例外。如果中國(guó)要奪取其在貿(mào)易戰(zhàn)爭(zhēng)中的制高點(diǎn)，它需要更加努力，可以從建立自己的可信的打假戰(zhàn)略入手。美國(guó)和英國(guó)等國(guó)家有這樣的戰(zhàn)略，它們值得“抄襲”。