From the Avengers to Big Data: united against counterfeiting

When an unexpected enemy emerges that threatens global safety and security, planet Earth is in need of a team to pull it back from the brink of disaster. Thus begins the Avengers, a 2012 blockbuster movie that brought together the most famous Marvel characters on the big screen for the first time: Captain America, Iron Man, Thor, the Black Widow and The Incredible Hulk, all united to face the threat posed by Loki, Thor’s half brother.

The film’s message is clear: when a superhero is not enough to defeat Evil, it is necessary to join forces. And this is precisely what the Chinese e-commerce giant Alibaba must have thought when it launched the Big Data Anti-Counterfeiting Alliance, whose partners currently include exclusive brands such as Louis Vuitton, Swarovski and Samsung. The enemy to fight? The counterfeiting of goods: a clandestine business that generates every year a turnover worth 461 billion dollars.

The Big Data Anti-Counterfeiting Alliance is designed to increase the exchange of information on the circulation of counterfeit goods between Alibaba and its partner companies operating on its website. Alibaba will provide companies with the necessary technology to help them identify and remove counterfeit goods. How? With Big Data! Its data analytics systems can scan every day over 10 million ads on its e-commerce sites, an operation which has already led to the cancellation of 380 million ads and 180,000 accounts, and to hundreds of reports.

And companies? They have undertaken to share their know-how and intellectual property expertise with Alibaba. Therefore, in an increasingly digitised system, the most powerful weapons against counterfeiting are Business Intelligence and Data Analytics, and the only way in which we can win this war is by joining forces.