JD.com and others burnish fake-free credentials as Alibaba struggles to control narrative

The aftermath of Kering’s headline-grabbing lawsuit against Alibaba has seen players across China’s e-commerce industry scrambling to get their message out on the counterfeiting issue. In general, Alibaba has advertised its novel and/or high-tech solutions to the problem, while JD.com has stressed its quality control. What is clear across the sector, though, is that anti-counterfeiting credentials have become one of the most important components of Chinese platforms’ own brands.