{"id":14595,"date":"2020-11-26T13:34:22","date_gmt":"2020-11-26T13:34:22","guid":{"rendered":"https:\/\/ebrandservices.fr\/?p=14595"},"modified":"2024-12-10T12:40:37","modified_gmt":"2024-12-10T12:40:37","slug":"tokopedia-leldorado-de-la-contrefacon-en-indonesie","status":"publish","type":"post","link":"https:\/\/ebrand.com\/fr\/blog\/tokopedia-leldorado-de-la-contrefacon-en-indonesie\/","title":{"rendered":"TOKOPEDIA, L\u2019ELDORADO DE LA CONTREFA\u00c7ON EN INDON\u00c9SIE"},"content":{"rendered":"<h2><strong>Tristement reconnue comme un march\u00e9 notoire de produits contrefaits, la c\u00e9l\u00e8bre plateforme indon\u00e9sienne TOKOPEDIA d\u00e9passerait d\u00e9sormais son mod\u00e8le chinois ALIBABA, les fraudeurs y profitant notamment d\u2019un syst\u00e8me de signalement peu efficace. Pr\u00e9sentation d\u2019une plateforme de vente en ligne \u00e0 garder sous haute surveillance.<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>D\u00e8s l\u2019origine, en 2009, le ton est donn\u00e9 avec ce nom qui symbolise l\u2019ambition des cr\u00e9ateurs, TOKOPEDIA, form\u00e9 des mots <em>\u00abtoko\u00bb<\/em> (<em>shop <\/em>en indon\u00e9sien) et \u00ab<em>encyclopedia\u00bb<\/em>\u00a0! La cr\u00e9ation de cette \u00ab\u00a0encyclop\u00e9die\u00a0\u00bb d\u2019un genre nouveau, en fait simple place de march\u00e9 en ligne, r\u00e9pond \u00e0 un double besoin\u00a0:<\/p>\n<ul>\n<li>d\u00e9mocratiser le commerce gr\u00e2ce \u00e0 la technologie, autrement dit Internet, pour les 267 millions d\u2019Indon\u00e9siens r\u00e9partis dans le plus grand archipel du monde (922 \u00eeles habit\u00e9es sur 13\u00a0466)\u00a0;<\/li>\n<li>et permettre aux consommateurs les plus \u00e9loign\u00e9s d\u2019acc\u00e9der enfin aux marchandises propos\u00e9es jusque-l\u00e0 dans les seuls grands centres commerciaux du pays.<\/li>\n<\/ul>\n<p>Gr\u00e2ce aux fonds apport\u00e9s lors du lancement par une soci\u00e9t\u00e9 indon\u00e9sienne (PT Indonusa Dwitama), Tokopedia se d\u00e9veloppe rapidement et attire aussi bien des groupes d\u2019investissement priv\u00e9s que des capitaux \u00e0 risque mondiaux. Pourtant concurrent de la plateforme, le g\u00e9ant chinois du commerce \u00e9lectronique Alibaba, y a lui-m\u00eame investi 1,1 milliard de dollars en 2017. D\u2019autres, parmi lesquels Google, pourraient suivre prochainement.<\/p>\n<h2><strong>UNE PLACE DE MARCHE PERFORMANTE\u2026 <\/strong><\/h2>\n<p>Cr\u00e9\u00e9e pour faciliter l\u2019exp\u00e9rience d\u2019achat des consommateurs, Tokopedia, qui revendique aujourd\u2019hui pr\u00e8s de 100 millions d\u2019utilisateurs mensuels, a ind\u00e9niablement trouv\u00e9 la cl\u00e9 du succ\u00e8s. Notamment en \u00e9largissant son offre aux domaines du num\u00e9rique, de la technologie financi\u00e8re (fintech), des paiements de services (billets d\u2019avion, de concert\u2026), de la logistique\u2026 et des boutiques e-commerce.<\/p>\n<p>L\u2019originalit\u00e9 de ce march\u00e9 en ligne repose sur le principe d\u2019un contenu g\u00e9n\u00e9r\u00e9 par l\u2019utilisateur, ce qui signifie que tout produit disponible sur Tokopedia peut \u00eatre t\u00e9l\u00e9charg\u00e9 et vendu par des utilisateurs ind\u00e9pendants. En quelques minutes, ils peuvent ouvrir une boutique en ligne. Cerise sur le g\u00e2teau, ce service est gratuit.<\/p>\n<h2><strong>\u2026 DEVENUE UN ELDORADO POUR LA CONTREFA\u00c7ON<\/strong><\/h2>\n<p>Mais dans ce pays en d\u00e9veloppement \u00e0 l\u2019\u00e9conomie fragile, ce qui est utile aux commer\u00e7ants honn\u00eates devient un v\u00e9ritable s\u00e9same pour les vendeurs ill\u00e9gitimes et faux revendeurs. Ces derniers profitent en effet d\u2019un syst\u00e8me pratique qui leur permet d\u2019\u00e9couler des produits contrefaits fabriqu\u00e9s dans les usines indon\u00e9siennes par une main-d\u2019\u0153uvre bon march\u00e9. Les faux sont alors revendus ouvertement sur la plateforme \u00e0 une population au faible pouvoir d\u2019achat qui ne peut se procurer ni marques de cr\u00e9ateurs ni produits de luxe convoit\u00e9s.<\/p>\n<p><a href=\"https:\/\/ustr.gov\/sites\/default\/files\/2019_Review_of_Notorious_Markets_for_Counterfeiting_and_Piracy.pdf\">Le rapport 2019 sur les march\u00e9s notoires de la contrefa\u00e7on et du piratage<\/a>, publi\u00e9 par le bureau du Repr\u00e9sentant am\u00e9ricain au commerce, consid\u00e8re que <i>\u00ab\u00a0Tokopedia est l&rsquo;un des plus grands march\u00e9s du commerce \u00e9lectronique en Indon\u00e9sie\u00a0et sert de plate-forme aux fournisseurs tiers pour la publication d&rsquo;annonces<\/i>. <b><i>Les titulaires de droits<\/i><\/b><i> d\u00e9clarent avoir trouv\u00e9 sur cette plateforme des volumes importants de v\u00eatements, de cosm\u00e9tiques et d&rsquo;accessoires contrefaits, de manuels scolaires et autres mat\u00e9riels pirat\u00e9s. Les produits annonc\u00e9s comme des \u00ab\u00a0r\u00e9pliques\u00a0\u00bb de marques authentiques seraient vendus ouvertement sur le site. <b>Les titulaires de droits signalent des<\/b> <b>difficult\u00e9s \u00e0 faire respecter leurs droits<\/b> car les proc\u00e9dures de signalement fournies par cette plateforme sont difficiles \u00e0 suivre, les exigences en mati\u00e8re de documentation sont on\u00e9reuses pour les titulaires de droits et la plateforme fait peu d&rsquo;efforts pour dissuader les contrefacteurs r\u00e9cidivistes. En fait, certains vendeurs de produits de contrefa\u00e7on seraient en affaires sur Tokopedia depuis sept ans. La prolif\u00e9ration des produits contrefaits de ces vendeurs, ann\u00e9e apr\u00e8s ann\u00e9e, remet en question l&rsquo;efficacit\u00e9 globale des mesures anti-contrefa\u00e7on de Tokopedia.\u00a0\u00bb<\/i><\/p>\n<h2><strong>\u2026 ATTAQU\u00c9E \u00c0 SON TOUR<\/strong><\/h2>\n<p>Ce n\u2019est pas tout. En mars 2020, une cyber-attaque a lieu sur Tokopedia, touchant 91 millions d\u2019utilisateurs, soit presque 100 % des clients. Leurs donn\u00e9es personnelles vol\u00e9es lors de cette attaque et mises en vente sur le Darknet apparaissent quelques mois plus tard sur Facebook o\u00f9 elles sont accessibles gratuitement au t\u00e9l\u00e9chargement. La direction de la plateforme assure alors que les informations cruciales telles que les mots de passe restent prot\u00e9g\u00e9es par le cryptage. Vraiment\u00a0? Ce n\u2019est probablement pas l\u2019avis des consommateurs indon\u00e9siens qui, rassembl\u00e9s en communaut\u00e9, ont d\u00e9cid\u00e9 d\u2019intenter une action en justice contre la plateforme. Affaire \u00e0 suivre\u2026<\/p>\n<h2><strong>CONSEIL D\u2019EXPERT<\/strong><\/h2>\n<p>Les cons\u00e9quences de ce trafic g\u00e9n\u00e9ralis\u00e9 sur Tokopedia sont d\u00e9sastreuses pour les entreprises titulaires de droits car, rappelons-le, le site s\u2019adresse \u00e0 une population de 267 millions d\u2019habitants dont pr\u00e8s de 40 % utilisent r\u00e9guli\u00e8rement la plateforme. La surveillance de celle-ci est devenue une n\u00e9cessit\u00e9 absolue, notamment pour le secteur du luxe dont la raret\u00e9 constitue une grande partie de l\u2019ADN.<\/p>\n<p><strong>ARGOS<\/strong>, le nouvel outil de surveillance anticontrefa\u00e7on d\u2019EBRAND, permet de d\u00e9tecter les annonces suspectes. Ces annonces sont ensuite analys\u00e9es par des experts juridiques qui confirment le caract\u00e8re contrefaisant du produit propos\u00e9 avant d\u2019en demander la suppression imm\u00e9diate aupr\u00e8s de la plateforme. En outre, l\u2019outil permet d\u2019identifier des informations utiles sur les vendeurs en infraction et ainsi de contribuer au travail d\u2019enqu\u00eate, en vue d\u2019une action diligent\u00e9e dans le pays.<\/p>\n<p><em>Par Raphael TESSIER et Sophie AUDOUSSET pour EBRAND France.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: red;\">Combien d&rsquo;annonces portent atteinte \u00e0 vos droits sur Tokopedia ?<\/span><\/h3>\n<p>Pour\u00a0conna\u00eetre le nombre d\u2019annonces qui portent atteinte \u00e0 vos droits sur Tokopedia et b\u00e9n\u00e9ficier d\u2019une d\u00e9mo de la plateforme de surveillance ARGOS, <strong><span style=\"color: red;\">compl\u00e9tez le formulaire ci-dessous<\/span><\/strong>. Un expert EBRAND vous contactera dans les meilleurs d\u00e9lais.<\/p>\n<p>&nbsp;<\/p>\n<form id=\"foss-5fbfca95d59cbc79823a3749\"><\/form>\n<p><script async src='https:\/\/api.plezi.co\/api\/v1\/web_forms\/scripts?tenant_id=5c5d4f49e317a7487b1afccd&#038;form_id=5f8ee537d59cbc45ce8c9e66&#038;form_version=3&#038;content_web_form_id=5fbfca95d59cbc79823a3749'><\/script><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tristement reconnue comme un march\u00e9 notoire de produits contrefaits, la c\u00e9l\u00e8bre plateforme indon\u00e9sienne TOKOPEDIA d\u00e9passerait d\u00e9sormais son mod\u00e8le chinois ALIBABA, les fraudeurs y profitant notamment d\u2019un syst\u00e8me de signalement peu efficace. Pr\u00e9sentation d\u2019une plateforme de vente en ligne \u00e0 garder sous haute surveillance. &nbsp; D\u00e8s l\u2019origine, en 2009, le ton est donn\u00e9 avec ce nom [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":42106,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[900,685],"tags":[],"class_list":["post-14595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contrefacon","category-cybersecurite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Tokopedia : centre de la contrefa\u00e7on en Indon\u00e9sie - EBRAND<\/title>\n<meta name=\"description\" content=\"Tokopedia, un march\u00e9 en ligne en Indon\u00e9sie, est devenu un eldorado pour la contrefa\u00e7on, d\u00e9passant Alibaba. 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