While most brands focus protection efforts on consumer-facing marketplaces like Amazon and eBay, the battle against counterfeits is often won or lost upstream—on the Chinese B2B platforms where counterfeiters manufacture and source their products. Alibaba, AliExpress, and 1688 represent the manufacturing backbone of global e-commerce, including counterfeit production. Effective brand protection requires addressing these source platforms.
Understanding the Source Market Ecosystem
Alibaba.com
- B2B marketplace connecting buyers with manufacturers
- Primary platform for wholesale counterfeit sourcing
- Suppliers offer manufacturing services for any product
- MOQ (Minimum Order Quantity) starting from small batches
- Global reach with English-language interface
1688.com
- Alibaba's domestic Chinese platform
- Lower prices than Alibaba.com
- Chinese-language only
- Often first appearance of new counterfeits
- Harder for Western brands to monitor
AliExpress
- Consumer-facing marketplace from Alibaba Group
- Direct sales to end consumers globally
- Lower prices attract counterfeit-seeking buyers
- Dropshipping source for resellers
- Faster shipping options now available
Why Source Market Enforcement Matters
Addressing counterfeits at the source provides strategic advantages:
- Stop the supply: Remove manufacturing capability, not just individual listings
- Scale of impact: One source supplies many downstream sellers
- Cost efficiency: Address root cause rather than endless retail enforcement
- Evidence gathering: Document manufacturing operations for legal action
- Customs enforcement: Build cases for border seizures
See our supply chain vulnerabilities guide for understanding how counterfeits flow from source to consumer.
Types of Source Market Infringement
OEM/ODM Counterfeiting
Manufacturers offering to produce copies:
- "Same factory as original" claims (usually false)
- Manufacturing services for any product design
- Low MOQ manufacturing of trademarked products
- Private labeling of counterfeit goods
Trademark Infringement
- Products bearing your trademarks without authorization
- Listings using your brand name in titles
- Logo replication on products and packaging
- Trade dress copying
Design/Patent Infringement
- Product design copies
- Patented technology reproduction
- "Inspired by" products that cross legal lines
- Mechanical and utility patent violations
Alibaba Group's Brand Protection Programs
Alibaba Intellectual Property Protection Platform (IPP)
- Centralized reporting system for all Alibaba platforms
- Free registration for rights holders
- Batch takedown submission capability
- Seller accountability and penalties
Good Faith Takedown Program
- Expedited removal for trusted brands
- Requires track record of accurate reports
- 24-hour takedown targets
- Proactive scanning options
Proactive Protection Technologies
- Image recognition to identify counterfeit listings
- Text analysis for brand name misuse
- Cross-platform seller tracking
- Manufacturing facility verification
Building a Source Market Protection Program
Registration and Setup
- Register trademarks in China (essential for enforcement)
- Enroll in Alibaba IPP platform
- Provide comprehensive brand documentation
- Set up monitoring for your products
Monitoring Strategy
Deploy AI-powered monitoring across source platforms:
- Regular keyword searches for brand and product names
- Image matching for product photos
- Chinese-language search capability (for 1688)
- New listing alerts for rapid response
Evidence Collection
Document infringement thoroughly:
- Full listing screenshots with URLs and dates
- Seller information and contact details
- Product images and descriptions
- Pricing and MOQ information
- Chat/inquiry records if available
Test Purchases
Strategic test buys strengthen enforcement:
- Confirm product is counterfeit
- Document shipping origin and methods
- Preserve packaging and invoices
- Build evidence for legal and customs action
Enforcement Strategies
Platform Reporting
Submit comprehensive takedown requests:
- Clear identification of IP rights infringed
- Evidence of infringement (not just suspicion)
- Registration certificates and documentation
- Representative images of authentic products
Follow our takedown strategy guide for effective enforcement.
Seller Penalties
Alibaba platforms impose graduated consequences:
- Listing removal
- Account warnings and strikes
- Account suspension for repeat offenders
- Permanent bans for serious violations
Customs Recordation
Leverage customs enforcement for source market protection:
- Record trademarks with US Customs (CBP)
- Provide intelligence on known counterfeit shipments
- Work with customs to identify and seize imports
- Consider Chinese customs recordation as well
China Trademark Registration
Chinese trademark registration is critical for source market enforcement:
- Required for IPP takedowns on some violation types
- Enables Chinese customs enforcement
- Prevents bad-faith registrations by counterfeiters
- Provides standing for Chinese legal action
See our legal guide for trademark registration strategies.
Legal Escalation Options
Administrative Enforcement
- Market Supervision Administration (MSA) complaints
- Customs seizure and destruction
- Industry and commerce bureau raids
Civil Litigation
- Chinese court actions against manufacturers
- Damages and injunctive relief
- Platform cooperation in legal proceedings
Criminal Referral
- Public Security Bureau reports for serious cases
- Criminal penalties for large-scale counterfeiting
- Manufacturing facility shutdowns
Challenges and Considerations
Language and Cultural Barriers
- 1688 requires Chinese-language capability
- Legal processes operate in Chinese
- Business practices differ from Western norms
- Consider local representation or service providers
Whack-a-Mole Dynamics
- Sellers often reappear after takedowns
- Track seller patterns across accounts
- Escalate repeat offenders
- Focus on manufacturing sources, not just listings
Cost-Benefit Analysis
- Source market enforcement requires investment
- Calculate downstream impact of source removal
- Prioritize highest-volume counterfeit sources
- Balance platform enforcement with legal action
Measuring Source Market Protection
Track these metrics:
- Listings removed by platform
- Sellers/accounts penalized
- Repeat offender rates
- Correlation with downstream counterfeit reduction
- Customs seizures from source market intelligence
Integration with Overall Strategy
Connect source market protection to your broader program:
- Correlate source listings with marketplace counterfeits
- Use source market intelligence for customs targeting
- Build legal cases from source documentation
- Coordinate with multi-channel protection efforts
Taking Action
Stopping counterfeits at the source is strategic brand protection. While consumer marketplace enforcement remains important, addressing manufacturers and wholesale suppliers can deliver outsized impact. Start by registering your trademarks in China, enrolling in Alibaba IPP, and implementing monitoring across source platforms.
BrandedOps includes source market monitoring as part of our comprehensive protection platform. We track counterfeit listings on Alibaba, AliExpress, and 1688 alongside consumer marketplaces, giving you visibility into where counterfeits originate. Start your free brand audit to discover the source market landscape for your brand.
Ready to Protect Your Brand?
Get a free brand audit and discover how many counterfeit listings are affecting your revenue right now.
