One of the largest online marketplaces in China,, has signed up to the American Apparel & Footwear Association (AAFA) with a pledge to partner with international fashion brands “on issues surrounding IP protection”. While it celebrates being the first Chinese e-commerce company to become a certified member of the association, some may see parallels between this move and Alibaba’s brief membership of the International Anti-counterfeiting Coalition (IACC) – which, nearly a year ago to the day, resulted in considerable kickback from members.

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