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警钟何时响起 

# 警钟何时响起

苏梅特
- 23 2 月 2021

**如何避免购买、倒卖和失去对假冒商品的信誉 **

全球拥有超过 20 亿的数字买家，专家预计零售电子商务销售额将达到 4.9 万亿美元1 今年。

但互联网，尤其是社交媒体，已成为在线假冒产品销售的主要推动力，确保匿名并为假冒者提供进入全球市场的机会。事实上，打击假货的战争正在迅速从实体店的战壕转移到广阔的在线战场。

此外，造假者正在使用复杂的策略诱使消费者相信假冒产品是真品。

事实上，Markmonitor 2016 年的一项研究2 发现消费者在搜索引擎上使用的关键字搜索带来了 *七次以上* 假冒网站与真正的零售商一样多。

而且，虽然网上销售的产品没有限制，但最明显的假冒产品似乎是香水、化妆品、服装和鞋类；一些，伪装成“工厂拒绝”和“超支”，或标榜为“平行进口”。

**让买家当心**

当谈到价格时，应该开始为消费者敲响警钟，因为如果它看起来好得令人难以置信，通常就是这样。

造假者甚至会使用真正零售商网站上的真实图像来宣传他们的假冒产品，这使得毫无戒心的消费者几乎不可能仅根据图像来确定某件商品是否为假冒产品。在大多数情况下，价格将是关键指标。

**让经销商当心**

对于经销商来说，同样重要的是要意识到假冒产品通常会提供给小企业进行转售。

许多分销商利用代理或中介的商业模式，欺骗这些第三方，让他们相信他们在线或离线购买的产品以及在线或离线转售的产品都是正品。

供应商往往非常有说服力，“交易”似乎是一种快速赚钱的简单方法。再次注意这里令人难以置信的定价。这是一个主要的危险信号。

不幸的是，当执法人员来敲门时，承担责任的不是经销商，而是代理商或中间商。

每个提供待售商品的人都有责任确保这些商品是真实的。如果您对商品是否为正品有疑问，只需拿起电话，致电品牌当地办事处，询问您的供应商和/或商品的合法性。

**让小企业当心**

对于小企业主或初创品牌来说，假冒可能是一把双刃剑。从某种意义上说，一旦您的商品被假冒，您就知道您拥有一个成功的品牌——但同时保护您的品牌的斗争也开始了。

您如何防范您的商品被假冒？

知道，首先， *预防* 很难。但是您当然可以采取措施使您能够 *执行* 防止假冒，如果发生以及何时发生。

第一步是注册与您的品牌相关的商标。一旦您的商标被注册，您就可以强制执行和保护它们。

通过这样做，您不仅可以保护您的品牌及其信誉，而且还可以为地方当局用来逮捕违法者的官方数据库做出贡献。

底线是这样的：即使您的企业相对较小，作为企业家采用的最佳做法之一就是注册您的知识资产。这样做不仅适用于“大人物”。

商标注册后，向南非税务局提交海关备案，海关官员可以拦截和扣留任何可能在南非入境口岸发现的疑似假冒商品。这是您的第一道也是最重要的防线。

不幸的是，现实情况是，一些假冒商品不可避免地会在未被发现的情况下被走私到南非。作为一种反应策略，一旦确定了目标造假者，您将有权向检查员提出投诉。您可以要求在肇事者的场所签发和执行搜查和扣押令，并扣押这些假冒商品。

那么在线执法呢？在线执法通常涉及关闭网站和删除社交媒体帖子。但是，在某些情况下，可以将在线调查转换为离线执法行动。

根据我们的经验，多方面的方法最有可能成功。

**我们怎么能这么确定？**

在 Spoor & Fisher，我们的防伪团队与技术娴熟的代理人、专业调查公司和执法机构的网络密切合作，我们优先考虑与海关和南非警察局进行定期品牌识别培训。

当发现假冒商品时，我们会参与到整个链条中，从向执法机构提出投诉，到处理扣押后的要求，再到刑事和民事起诉。

假冒商品贸易是现代创新驱动型经济的重大威胁，也是一种范围和规模都在增长的全球现象。其实估计3 到 2022 年，假冒将成为[$4.2万亿产业](https://iccwbo.org/media-wall/news-speeches/global-impacts-counterfeiting-piracy-reach-us4-2-trillion-2022/)假冒商品造成的全球损失将超过 $3230 亿。

你最安全的赌注？如果您是消费者或经销商，请保持健康的怀疑态度，如果您是品牌所有者，则需要进行商标注册——无论您的企业有多小。

[贾里德·韦斯特](https://spoor.com/our-people/jarred-west/) 是 Spoor & Fisher South Africa 的合伙人和律师。他是一名商标从业者，拥有 BCom（荣誉）（旅游管理）和法学学士学位。

凭借多年的防伪经验，Jarred 特别关注市场执法。他还为海关和消费税部的官员和南非警察服务 (SAPS) 的成员举办了许多关于防伪和品牌保护主题的研讨会。

他是南非知识产权法研究所 (SAIIPL) 的研究员和美国商会反假冒委员会的成员。