Brand protection guide:
AliExpress

AliExpress, one of the largest online retail platforms, has become a popular marketplace for consumers looking for affordable products. However, it has also become a hotspot for counterfeit goods and unauthorized sellers who exploit the platform to distribute imitation products. For brand owners, this can lead to significant reputational damage, loss of revenue, and erosion of consumer trust. In this article we’ll explore strategies for monitoring and enforcing your brand on AliExpress, helping you safeguard your brand’s integrity in the ever-expanding online marketplace.

AliExpress, a subsidiary of Alibaba Group, connects consumers worldwide with small businesses and manufacturers, primarily from China. The platform offers a vast array of products, ranging from electronics and fashion to beauty products and home goods. With millions of listings and thousands of sellers, the platform presents both opportunities and challenges for brand owners.

While AliExpress provides access to a broad global audience, its scale and openness also make it a breeding ground for counterfeiters and unauthorized sellers. These actors often create listings that closely mimic established brands, using identical or similar logos, product images, and packaging. These counterfeit goods are typically sold at lower prices, undermining the value of the original brand and deceiving consumers.

A trademark helps protect your brand on AliExpress by legally safeguarding your unique brand elements, such as logos, names, or slogans, from being copied or misused by others. On platforms like AliExpress, where counterfeit or similar-looking products can easily spread, a registered trademark gives you the legal grounds to take down infringing listings and prevent unauthorized sellers from exploiting your brand's reputation. 

AliExpress recognizes the importance of protecting intellectual property (IP) and has developed the AliExpress Intellectual Property Protection (IPP) Platform to help brand owners safeguard their trademarks, copyrights, and patents. This platform is specifically designed to assist in monitoring and enforcing IP rights on the AliExpress marketplace. Here’s how you can leverage these tools effectively:

AliExpress IPP Platform Registration: To start protecting your brand on AliExpress, you need to register on the IPP platform. This registration process involves providing proof of your intellectual property rights, such as trademark certificates, copyright registrations, or patent documents. Once your brand is verified, you can use the platform’s tools to monitor and report infringements.

Reporting Infringements: The IPP platform streamlines the process of reporting IP violations. When you identify a listing that infringes on your rights, you can submit a complaint with supporting evidence, such as images, descriptions, and registration certificates. The platform provides a user-friendly interface for tracking the status of your complaints and ensures that infringing listings are removed swiftly..

While automated tools are helpful, manual searches remain an important part of brand monitoring on AliExpress. Regularly search for your brand name, product names, and any commonly misspelled variations to identify infringing listings that might not be captured by automated systems. 

Counterfeiters may list your products in unrelated categories to avoid detection, so be sure to check various categories where your products or similar items might appear. Another useful tactic is to investigate the profiles of sellers offering your products. Look for signs of unauthorized distribution, such as low pricing, multiple similar products from different brands, or poor-quality images. Reviewing seller histories and feedback can also provide clues about whether they are legitimate.

Once you’ve identified counterfeit or unauthorized listings, the next step is to enforce your brand's rights. This involves removing infringing listings, taking legal action when necessary, and preventing future occurrences. Here’s how you can effectively enforce your brand on AliExpress:

Through the AliExpress Brand Protection Program, you can submit a complaint directly to the platform. Include evidence of the infringement, such as product photos, trademark registrations, and any relevant legal documentation. After submitting a complaint, follow up with AliExpress to ensure that the infringing listing is removed. Persistence is often necessary, as the platform receives a high volume of complaints daily.

If the seller re-lists the infringing product under a different name or category, file additional claims to address these new listings. Consistency and thoroughness are key to effective enforcement.

In cases where reporting to AliExpress does not resolve the issue, or if the infringement is severe, legal action may be required. Sending a cease and desist letter to the offending seller can be an effective first step. This formal request demands that the seller stop using your brand’s intellectual property and remove all infringing listings.

If the seller refuses to comply, you may need to escalate the matter by filing a trademark infringement lawsuit. This can result in the seller being ordered to cease operations, pay damages, and cover legal fees.

To prevent future infringements, it’s important to strengthen your brand protection measures. Ensure that your trademarks are registered in all countries where you sell or plan to sell your products. This provides the legal backing needed to enforce your rights on international platforms like AliExpress.

Monitoring and enforcing your brand on AliExpress is a critical component of maintaining your brand’s integrity and protecting your market share. In a global marketplace where online sales continue to grow, staying proactive in brand protection is not just a defensive strategy—it’s a necessary step to ensure the long-term success and credibility of your brand.

As an added layer of protection and convenience, businesses can benefit from using professional brand monitoring services. At Trama, we offer that include:

With our services, you can focus on growing your business while we handle the complexities of brand protection. Contact us today to learn more about how we can help you safeguard your brand on AliExpress.