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A global effort is required at this moment to combat the same through anti-counterfeiting trade agreements and blocking of fake websites, sellers and fraudulent digital advertisements and piracy in general of goods sold online.
It is indeed necessary to be sure that the goods we are buying online are not counterfeit because in the ecommerce market this indeed is a major problem, especially because we see the goods only after they are delivered. At Eunimart we feel that neither a genuine seller nor a buyer would want to be entrapped in the counterfeiting game. As Mr BK Rao, Sr. Category Head Marketing, Parle Products, once said, “Wilful counterfeiting means there is a lacuna in the brand itself. That means the original brand is somewhere weak. That is why a consumer is willing to go for a fake product. The brand hasn’t made itself counterfeit-proof and there is an opportunity for the brand to address and to fulfil that consumer need gap in terms of pricing, distribution and manufacturing.”
Hence the problem of counterfeiting has different sides. It could spread because consumers are willing to buy counterfeit, or because the seller is wilfully selling or because of the fake goods now look so authentic that the buyer purchases it without realizing it is fake.
The important thing is for a country to have stringent laws to protect brands and fine the counterfeiters and even possibly people who wilfully purchase them because the price may be exceptionally low in which case any intelligent buyer is liable because he knows or suspects it is fake.
Some feel that the online ecommerce markets have indeed encouraged fake goods because marketplaces connect the buyer and seller and in many cases, there is no control over the authenticity of the product. Global counterfeiting has increased not marginally but voluminously and reports suggest that the world counterfeit market is set to grow. This problem needs to be countered because brands are being adversely impacted, and marketplaces can be held responsible for the same too.
The idea here is to find solutions to the problem of counterfeit goods in ecommerce. Eunimart suggests:
Counterfeit goods diminish the goodwill a brand enjoys and so extra care must be taken to see that the quality and reputation of a brand or a marketplace is not compromised. A global effort is required at this moment to combat the same through anti-counterfeiting trade agreements and blocking of fake websites, sellers and fraudulent digital advertisements and piracy in general of goods sold online. Eunimart’s suggestions can thus help, albeit in a small way, towards this global crisis of counterfeit goods in ecommerce. It is only through concerted efforts that we can hope to weed out this parallel industry and hope to regain lost ground and make up for the massive losses incurred by the formal economy.
Vdezi is now Eunimart
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