Counterfeits aren’t just an annoying brand protection issue—they cut directly into revenue, erode customer trust, and can even pose serious health and safety risks. From faulty electronics that cause fires to fake skincare loaded with harmful chemicals, these knockoffs can do real damage—not just to your brand but to real people.
With China’s booming e-commerce scene (think Taobao, TMall, 1688, Douyin, Pinduoduo (PDD), Xiaohongshu (RedNote), and WeChat), counterfeiters are getting more creative. To stop them, brands need to take a structured, strategic approach— one that goes beyond the typical game of takedown whack-a-mole.
Here’s a step-by-step guide to tackling online counterfeiting in China like a pro.
Step 1: Online Monitoring – Spot the Fakes
Before you can fight counterfeiters, you need to find them. And in China, they’re everywhere. Some of the key platforms to watch:
- Taobao & TMall– The biggest e-commerce players, packed with third-party sellers.
- 1688– A wholesalehub where many counterfeiters source their goods.
- Douyin (China’s TikTok)– Where influencers push fake products in viral videos.
- Pinduoduo (PDD)– A group-buying platform that’s a major counterfeit hotspot.
- Xiaohongshu (RedNote)– A social commerce app where counterfeits sneak into influencer reviews.
- WeChat Stores– A private selling channel where sellers operate under the radar.
How to Monitor Counterfeits Efficiently
✔ Focus on key platforms
Focus on key platforms – You can’t monitor everything, so prioritize based on your brand’s risk level.
✔ Set a Budget
Spotting thousands of fakes is easy, but the key is prioritization. For instance, identifying and acting on the top 75-100 counterfeit links might cost ~$1,600.
✔ Prioritize Major Sellers
Prioritize major sellers – Not all counterfeiters are the same. Focus on high-risk listings and viral trends to get the biggest impact.
Once you’ve identified the counterfeit listings, the next step is proving they’re fake.
Step 2: Authentication – Proving It’s a Fake
Chinese e-commerce platforms won’t remove listings just because you say so—you need solid proof. Here’s how to authenticate counterfeits:
1. Warranty Validator
- If a product’s serial number (SN) isn’t in your system or doesn’t match the product, it’s likely fake.
- ⚠️ The Catch: Some counterfeiters reuse real SNs or alter them slightly.
2. QR Code Validation
- Scan the QR code on the product—if no info pops up, it’s a fake.
- Some counterfeiters copy genuine QR codes, so brands need to track and update their security measures.
3. Label & Branding Checks
- Counterfeiters often mess up small details—printing errors, missing TM symbols, or sloppy craftsmanship.
- Having high-quality images of genuine labels makes takedowns easier.
4. Packaging Differences
- Fake packaging often has poor printing, incorrect fonts, or missing security features.
- A side-by-side comparison of real vs. fake packaging is key for enforcement.
5. Pricing – The Quickest Red Flag
- If a product’s price is way too low, it’s probably a fake.
- Example: If a Louis Vuitton bag costs $3,000+, and someone’s selling it for $30, that’s a massive red flag.
- Keeping a pricing guideline helps flag suspicious listings faster.
Once you’ve confirmed a product is fake, the next step is collecting hard evidence.
Step 3: Sample Purchases – Getting Solid Proof
Sometimes, photos alone won’t cut it—you need to buy a sample for concrete evidence.
✔ Undeniable proof for takedown requests.
✔ Tracks the supply chain—where are the fakes coming from?
✔ Helps build a bigger case for future legal action.
Who Handles Sample Purchases
✔ The brand can do it in-house.
✔ A third-party enforcement firm can handle it.
Once you have sample evidence, it’s time to take action.
Step 4: Takedowns & Escalation – Beyond Just Deleting Links
Taking down counterfeit links isn’t enough—the real goal is shutting down the supply chain.
How to Maximize Takedown Success
✔ Mass Takedowns
Go big—for example, we typically go after 100-500 removals at a time.
✔ Don’t Stop at Takedowns
Many counterfeit listings reappear within months, so you need a long-term strategy.
Escalation: Going Beyond Online Takedowns
To make a real impact, brands need to go further by:
- Sending Cease & Desist (C&D) Letters – Some infringers ignore these, so the key is creating leverage to make them come to you.
- On-Site Investigations – Gathering real-world evidence to prepare for litigation or raids.
- Working with Authorities – Criminal actions or media exposure can shut down large-scale counterfeiters.
Pro Tip
The best enforcement scares counterfeiters away. If fakers know your brand actively fights back, they’ll move on to easier targets. One client we worked with had a 1:200 success ratio—for every $1 invested in anti-counterfeiting, they triggered 200 voluntary takedowns. That’s the real power of making noise.
Final Thoughts: Stay Proactive, Stay Ahead
Counterfeiters aren’t going anywhere, and China’s e-commerce market is constantly evolving. Brands that stay ahead in the fight against fakes:
✔ Buy samples strategically to build stronger evidence.
So don’t just play defense—take the fight to them. Stay vigilant, strategic, and aggressive, and your brand will be the one counterfeiters avoid.
