<p>随着越来越多的消费者将便利性和价值置于品牌忠诚之上，专家表示，他们比以往任何时候都更倾向于通过在线市场购买所需商品，这增加了他们可能无意中购买假货的风险。</p>
<p>虽然假货自古以来就在非正式市场上流通，但在线市场的增长使得假冒商品的增加变得更加容易，因为在线购物和销售变得非常简单。CNBC 对沃尔玛市场的调查显示，周五发现了数十个盗用其他企业身份的第三方卖家，其中一些卖家提供假冒的健康和美容产品。</p>
<p>在 CNBC 与沃尔玛分享其报道后，该公司开始收紧对某些产品和卖家的审核流程，并表示对禁止或不合规产品采取 “零容忍政策”。</p>
<p>Serene Lee | SOPA Images | Lightrocket | Getty Images</p>
<p>根据美国海关和边境保护局的数据，从 2020 年到 2024 年，电子商务在美国零售销售中的比例达到了历史新高，而在此期间因知识产权违规而被查获的商品数量也翻了一番。</p>
<p>新罕布什尔大学富兰克林·皮尔斯法学院的知识产权法系主任梅根·卡彭特表示，消费者在在线市场购物时需要 “非常小心”，以避免无意中购买假货。</p>
<p>卡彭特说：“你可以通过按一个按钮从世界各地的卖家、分销商和制造商那里购买商品。你有时会听到 ‘便宜买两次’ 这句话，但购买假货也会带来重大安全和危险问题。”</p>
<p>假冒产品在第三方市场上一直是普遍现象，但很难量化它们的普遍程度。尽管长期的市场运营商多年来进行了多项政策变更以打击假货，但平台的性质使得彻底根除假冒商品变得困难。亚马逊表示，它已采取措施解决平台上的假货问题，并为其在防止假冒商品方面取得的进展感到 “自豪”。沃尔玛在其对 CNBC 的声明中补充说，顾客如果对商品不满意，可以全额退款。</p>
<p>为了确保消费者获得真实商品，专家建议在在线市场购物时应遵循以下几个指南。</p>
<h2>研究卖家</h2>
<p>许多品牌通过在线市场直接向消费者销售其产品。如果制造该商品的公司也是销售该商品的公司，专家表示，这始终是消费者在在线平台购物时的最佳选择。</p>
<p>如果提供商品的卖家不是品牌，消费者应研究该企业以确保其合法性。</p>
<p>过去，提供产品的第三方卖家的名称或商业信息并不总是清晰。但《信息消费者法》于 2023 年生效，现在要求平台为某些卖家发布该信息。</p>
<p>在沃尔玛和亚马逊等市场购物时，消费者可以在页面右侧看到提供产品的卖家的名称。当他们点击商业名称时，通常可以看到更多信息，例如地址、电话号码和一些关于该企业的资料。</p>
<p>卖家的页面将为消费者提供大量线索。购物者通常可以看到该企业的所在地，浏览其商品目录，并阅读其收到的评论。如果其他购物者留下评论称该企业销售假冒产品，那就是消费者应该寻找其他卖家或其他地方购买商品的一个好迹象。</p>
<p>购物者还应检查企业的地址。例如，如果卖家提供美容产品，而地址不存在或指向一家汽车修理店，那就是一个警示信号。</p>
<p>企业名称也很重要，密歇根州立大学反假冒与产品保护中心主任卡里·卡梅尔表示。</p>
<p>她说：“例如，如果你在线购买玩具，而卖家的名称是便宜厨房用具商店，那就存在不一致，对吧？” 这可能是一个警示信号。</p>
<p>如果品牌是否在销售该商品并不明显，快速的谷歌搜索通常可以揭示市场卖家是否是该产品的授权分销商。许多品牌在其网站上发布有关转售商的信息。</p>
<p>在购买健康和美容产品时，专家表示，消费者应仅直接从品牌或其授权分销商处购买，以确保获得真正的产品。</p>
<p>卡梅尔说：“购买任何这些假冒产品都是在赌博，对吧？你可能会得到一个不会造成任何伤害的产品，但如果你幸运的话，它可能不会持续太久。相反，你可能会得到一个在正常质量或安全检查中完全失败的产品，这可能会造成严重伤害。”</p>
<p>在在线市场上销售的许多商品被视为第一方商品，这意味着平台自己拥有并以批发方式分销这些产品。专家表示，如果消费者看到 “由亚马逊销售和发货” 或 “由沃尔玛销售和发货”，他们可以放心购买该商品，无论类别如何。</p>
<h2>质疑价格</h2>
<p>在在线市场购物时，消费者应牢记老话：“如果看起来太好以至于不真实，那可能就是不真实。”</p>
<p>如果购物者看到一款奢侈美容霜的售价比其典型零售价格低 91%，正如 CNBC 在对沃尔玛市场的调查中发现的那样，那就是一个主要的警示信号，表明该商品可能是假冒的。</p>
<p>“当然，促使人们购买这些假冒产品的最强有力的因素之一就是价格，” 密歇根州立大学反假冒与产品保护中心的研究副主任 Saleem Alhabash 说。“让它听起来像是一个不容错过的好交易。”</p>
<p>有时，第三方卖家提供的产品之所以打折，是因为它们是从清算商那里购买的，或者是直接从零售商或品牌在促销期间购买的。在这些情况下，价格的降低通常会比较温和，商品的成本会更接近典型的销售价格，专家表示。</p>
<p>不过，假冒者变得越来越聪明，开始利用市场数据来定价他们的产品，Alhabash 说。有时，假货的定价几乎与典型的销售成本相同，他说。</p>
<h2>包装</h2>
<p>当消费者在在线市场上从第三方卖家那里购买商品时，如果仍然不确定自己是否购买了正品，产品的包装在到达时也可以提供线索。</p>
<p>“花一点时间看看它，看看它是否看起来正确，” Kammel 说。“如果他们收到的产品是他们以前使用过的，并且他们仍然保留着旧包装，只需快速对比一下。”</p>
<p>从 Walmart.com 购买的假冒 Immuno 150 补充剂瓶上的拼写错误。</p>
<p>CNBC</p>
<p>有时，包装可能看起来不同是因为制造商进行了更改。在其他情况下，盒子上的拼写错误等红旗可能表明该产品是假冒的。如果品牌没有更改包装，请检查包装的设计和大小是否与商店中销售的相同。</p>
<p>如果有疑问，消费者可以随时致电品牌以确认。</p>
<h2>如果你购买了假冒产品该怎么办</h2>
<p>如果购物者购买了他们认为是假货的商品，他们应该立即停止使用，并向他们购买的平台报告，Kammel 说。以下是 Kammel 建议购物者采取的其他几个步骤：</p>
<ul>
<li>如果你对该产品有身体反应，请寻求医疗帮助以避免进一步伤害。</li>
<li>尝试向政府办公室报告以进行调查，例如州检察长或 FBI 的互联网犯罪投诉中心。</li>
<li>记录卖家的信息，包括他们的姓名、商业地址和电话号码。</li>
<li>记录其他证据，包括交易收据、列表链接以及包装和产品的照片。</li>
<li>考虑向品牌报告，以让他们知道发生了什么。</li>
</ul>

沃尔玛

亚马逊

<p>在线市场如沃尔玛和亚马逊越来越受欢迎，但它们也带来了购买假冒产品的更高风险。最近的 CNBC 调查揭示了沃尔玛平台上许多第三方卖家提供假冒的健康和美容产品。对此，沃尔玛正在加强其审核流程。专家建议消费者研究卖家，检查合法的商业信息，并对一些警示信号保持警惕，例如不匹配的商业名称和地址。《信息消费者法》现在要求平台披露卖家信息，帮助购物者做出明智的决策</p>

<p>As more consumers prioritize convenience and value over brand loyalty, experts say they're turning to online marketplaces more than ever to buy the things they need, raising the risk they could inadvertently purchase a fake product.</p>
<div class="lb-trans"><p>随着越来越多的消费者将便利性和价值置于品牌忠诚之上，专家表示，他们比以往任何时候都更倾向于通过在线市场购买所需商品，这增加了他们可能无意中购买假货的风险。</p>
</div><p>While fake goods have exchanged hands in informal markets since ancient times, the growth of online marketplaces has contributed to the rise in counterfeits because of how easy online shopping and selling have become. A CNBC investigation of Walmart's marketplace published Friday uncovered dozens of third-party sellers who had stolen the identity of another business, and some of them were offering fake health and beauty products.</p>
<div class="lb-trans"><p>虽然假货自古以来就在非正式市场上流通，但在线市场的增长使得假冒商品的增加变得更加容易，因为在线购物和销售变得非常简单。CNBC 对沃尔玛市场的调查显示，周五发现了数十个盗用其他企业身份的第三方卖家，其中一些卖家提供假冒的健康和美容产品。</p>
</div><p>After CNBC shared its reporting with Walmart, the company began tightening its vetting process for some products and sellers and said it has a &#34;zero-tolerance policy for prohibited or noncompliant products.&#34;</p>
<div class="lb-trans"><p>在 CNBC 与沃尔玛分享其报道后，该公司开始收紧对某些产品和卖家的审核流程，并表示对禁止或不合规产品采取 “零容忍政策”。</p>
</div><p>Serene Lee | SOPA Images | Lightrocket | Getty Images</p>
<div class="lb-trans"><p>Serene Lee | SOPA Images | Lightrocket | Getty Images</p>
</div><p>Between 2020 and 2024, e-commerce as a percentage of overall U.S. retail sales reached record highs, and goods seized for intellectual property violations more than doubled during that general time period, according to U.S. Customs and Border Protection.</p>
<div class="lb-trans"><p>根据美国海关和边境保护局的数据，从 2020 年到 2024 年，电子商务在美国零售销售中的比例达到了历史新高，而在此期间因知识产权违规而被查获的商品数量也翻了一番。</p>
</div><p>When shopping on online marketplaces, consumers need to be &#34;very careful&#34; to avoid inadvertently purchasing fakes, said Megan Carpenter, the dean and professor of intellectual property law at the University of New Hampshire's Franklin Pierce School of Law.</p>
<div class="lb-trans"><p>新罕布什尔大学富兰克林·皮尔斯法学院的知识产权法系主任梅根·卡彭特表示，消费者在在线市场购物时需要 “非常小心”，以避免无意中购买假货。</p>
</div><p>&#34;You're purchasing from sellers, distributors, manufacturers that are all over the world with the push of a button,&#34; said Carpenter, who previously practiced intellectual property law. &#34;Sometimes you hear the phrase, 'buy cheap, buy twice,' but there are also big safety and danger issues&#34; that come from purchasing fakes online, she said.</p>
<div class="lb-trans"><p>卡彭特说：“你可以通过按一个按钮从世界各地的卖家、分销商和制造商那里购买商品。你有时会听到 ‘便宜买两次’ 这句话，但购买假货也会带来重大安全和危险问题。”</p>
</div><p>Counterfeit products have been endemic to third-party marketplaces for as long as they have existed, but it is difficult to quantify just how common they are. While longtime marketplace operators have made numerous policy changes over the years to crack down on fakes, the nature of the platforms makes it difficult to eradicate counterfeits altogether. Amazon said it has taken steps to address fakes on its platform, and is &#34;proud of the progress&#34; it has made in preventing counterfeits. Walmart added in its statement to CNBC that customers who are not satisfied with an item can return it for a full refund.</p>
<div class="lb-trans"><p>假冒产品在第三方市场上一直是普遍现象，但很难量化它们的普遍程度。尽管长期的市场运营商多年来进行了多项政策变更以打击假货，但平台的性质使得彻底根除假冒商品变得困难。亚马逊表示，它已采取措施解决平台上的假货问题，并为其在防止假冒商品方面取得的进展感到 “自豪”。沃尔玛在其对 CNBC 的声明中补充说，顾客如果对商品不满意，可以全额退款。</p>
</div><p>To ensure consumers are getting the real thing, here are a few guidelines experts said people should follow when shopping on online marketplaces.</p>
<div class="lb-trans"><p>为了确保消费者获得真实商品，专家建议在在线市场购物时应遵循以下几个指南。</p>
</div><h2>Research the seller</h2>
<div class="lb-trans"><h2>研究卖家</h2>
</div><p>Plenty of brands sell their products directly to consumers through online marketplaces. If the company that makes the item is the one that's also selling it, experts said that's always a consumer's best bet when shopping on online platforms.</p>
<div class="lb-trans"><p>许多品牌通过在线市场直接向消费者销售其产品。如果制造该商品的公司也是销售该商品的公司，专家表示，这始终是消费者在在线平台购物时的最佳选择。</p>
</div><p>If the seller offering the item is not the brand, consumers should research the business to make sure it is legitimate.</p>
<div class="lb-trans"><p>如果提供商品的卖家不是品牌，消费者应研究该企业以确保其合法性。</p>
</div><p>In the past, the name or business information of a third-party seller offering a product wasn't always clear. But the Inform Consumers Act, a law that took effect in 2023, now requires platforms to publish that information for certain sellers.</p>
<div class="lb-trans"><p>过去，提供产品的第三方卖家的名称或商业信息并不总是清晰。但《信息消费者法》于 2023 年生效，现在要求平台为某些卖家发布该信息。</p>
</div><p>When shopping on marketplaces like Walmart and Amazon, consumers can see the name of the seller offering the product on the right-hand side of the page. When they click the business name, they can typically see more information, such as its address, phone number and some information about what it does.</p>
<div class="lb-trans"><p>在沃尔玛和亚马逊等市场购物时，消费者可以在页面右侧看到提供产品的卖家的名称。当他们点击商业名称时，通常可以看到更多信息，例如地址、电话号码和一些关于该企业的资料。</p>
</div><p>The seller's page will offer a host of clues to consumers. Shoppers can typically see where the business is based, go over its catalog of items and read the reviews it has received. If other shoppers have left reviews saying the business sold fake products, that's a good sign that consumers should find another seller or other place to purchase the goods.</p>
<div class="lb-trans"><p>卖家的页面将为消费者提供大量线索。购物者通常可以看到该企业的所在地，浏览其商品目录，并阅读其收到的评论。如果其他购物者留下评论称该企业销售假冒产品，那就是消费者应该寻找其他卖家或其他地方购买商品的一个好迹象。</p>
</div><p>Shoppers should also check the address of the business. For example, if the seller is offering beauty products and the address either doesn't exist or goes back to a car repair shop, that's a red flag.</p>
<div class="lb-trans"><p>购物者还应检查企业的地址。例如，如果卖家提供美容产品，而地址不存在或指向一家汽车修理店，那就是一个警示信号。</p>
</div><p>The name of the business matters, too, said Kari Kammel, the director of the Center for Anti-Counterfeiting and Product Protection at Michigan State University.</p>
<div class="lb-trans"><p>企业名称也很重要，密歇根州立大学反假冒与产品保护中心主任卡里·卡梅尔表示。</p>
</div><p>&#34;For example, if you're buying toys online, and the seller is called, you know, cheap kitchen utensils shop, there's a discrepancy there, right?&#34; she said. &#34;So it can be a red flag.&#34;</p>
<div class="lb-trans"><p>她说：“例如，如果你在线购买玩具，而卖家的名称是便宜厨房用具商店，那就存在不一致，对吧？” 这可能是一个警示信号。</p>
</div><p>If it's not immediately obvious if the brand is selling the item, a quick Google search will typically reveal whether the marketplace seller is an authorized distributor of the product. Many brands publish information about resellers on their websites.</p>
<div class="lb-trans"><p>如果品牌是否在销售该商品并不明显，快速的谷歌搜索通常可以揭示市场卖家是否是该产品的授权分销商。许多品牌在其网站上发布有关转售商的信息。</p>
</div><p>When shopping for health and beauty items, the kinds of products that go in or on someone's body, consumers should only buy directly from the brand or one of its authorized distributors to make sure they are getting genuine products, experts said.</p>
<div class="lb-trans"><p>在购买健康和美容产品时，专家表示，消费者应仅直接从品牌或其授权分销商处购买，以确保获得真正的产品。</p>
</div><p>&#34;With any of these counterfeits, you're gambling, right? You may get one that doesn't cause any harm, but maybe it just won't last as long, if you're lucky,&#34; said Kammel. &#34;On the flip side, you may get something that just totally fails in what would be a normal quality or safety inspection from a legitimate company, and can cause serious harm.&#34;</p>
<div class="lb-trans"><p>卡梅尔说：“购买任何这些假冒产品都是在赌博，对吧？你可能会得到一个不会造成任何伤害的产品，但如果你幸运的话，它可能不会持续太久。相反，你可能会得到一个在正常质量或安全检查中完全失败的产品，这可能会造成严重伤害。”</p>
</div><p>Plenty of the stuff sold on online marketplaces is considered first party, meaning the platform owns and distributes the products themselves on a wholesale basis. If consumers see &#34;sold and shipped by Amazon&#34; or &#34;sold and shipped by Walmart&#34; they can feel comfortable purchasing the item, regardless of the category, experts said.</p>
<div class="lb-trans"><p>在在线市场上销售的许多商品被视为第一方商品，这意味着平台自己拥有并以批发方式分销这些产品。专家表示，如果消费者看到 “由亚马逊销售和发货” 或 “由沃尔玛销售和发货”，他们可以放心购买该商品，无论类别如何。</p>
</div><h2>Question the price</h2>
<div class="lb-trans"><h2>质疑价格</h2>
</div><p>When shopping on online marketplaces, consumers should keep in mind the old adage: &#34;If it looks too good to be true, it probably is.&#34;</p>
<div class="lb-trans"><p>在在线市场购物时，消费者应牢记老话：“如果看起来太好以至于不真实，那可能就是不真实。”</p>
</div><p>If a shopper sees a luxury beauty cream that's being sold at a 91% discount from its typical retail price, as CNBC found during its investigation into Walmart's marketplace, that's a major red flag that the item could be counterfeit.</p>
<div class="lb-trans"><p>如果购物者看到一款奢侈美容霜的售价比其典型零售价格低 91%，正如 CNBC 在对沃尔玛市场的调查中发现的那样，那就是一个主要的警示信号，表明该商品可能是假冒的。</p>
</div><p>&#34;One of the strongest hooks to get people to buy these counterfeit products, of course, is price,&#34; said Saleem Alhabash, the associate director of research at Michigan State's Center for Anti-Counterfeiting and Product Protection. &#34;Making it sound like it's too good of a deal to pass along.&#34;</p>
<div class="lb-trans"><p>“当然，促使人们购买这些假冒产品的最强有力的因素之一就是价格，” 密歇根州立大学反假冒与产品保护中心的研究副主任 Saleem Alhabash 说。“让它听起来像是一个不容错过的好交易。”</p>
</div><p>Sometimes, the products that third-party sellers are offering are discounted because they were purchased from liquidators or during a promotion directly from a retailer or brand. In those cases, the price reduction will usually be more modest and the item's cost will be closer to the typical selling price, experts said.</p>
<div class="lb-trans"><p>有时，第三方卖家提供的产品之所以打折，是因为它们是从清算商那里购买的，或者是直接从零售商或品牌在促销期间购买的。在这些情况下，价格的降低通常会比较温和，商品的成本会更接近典型的销售价格，专家表示。</p>
</div><p>Still, counterfeiters are getting more savvy and are using market data to price their products, Alhabash said. Sometimes, fake goods can be priced nearly identically to the typical selling cost, he said.</p>
<div class="lb-trans"><p>不过，假冒者变得越来越聪明，开始利用市场数据来定价他们的产品，Alhabash 说。有时，假货的定价几乎与典型的销售成本相同，他说。</p>
</div><h2>Packaging</h2>
<div class="lb-trans"><h2>包装</h2>
</div><p>When consumers buy from third-party sellers on online marketplaces and still aren't sure if they've purchased a legitimate item, the product's packaging can also offer clues once it arrives.</p>
<div class="lb-trans"><p>当消费者在在线市场上从第三方卖家那里购买商品时，如果仍然不确定自己是否购买了正品，产品的包装在到达时也可以提供线索。</p>
</div><p>&#34;Take a second to just look at it and see if it looks right,&#34; said Kammel. &#34;If they get it, and it's a product they've used before and they still have the old packaging of the product, just do a quick side by side.&#34;</p>
<div class="lb-trans"><p>“花一点时间看看它，看看它是否看起来正确，” Kammel 说。“如果他们收到的产品是他们以前使用过的，并且他们仍然保留着旧包装，只需快速对比一下。”</p>
</div><p>A misspelling on a bottle of counterfeit Immuno 150 supplements purchased from Walmart.com.</p>
<div class="lb-trans"><p>从 Walmart.com 购买的假冒 Immuno 150 补充剂瓶上的拼写错误。</p>
</div><p>CNBC</p>
<div class="lb-trans"><p>CNBC</p>
</div><p>Sometimes, packaging could look different because the manufacturer changed it. In other cases, red flags like typos on the box could indicate the product is counterfeit. If the brand hasn't changed the packaging, check to see if the design and size of the packaging is the same as what's sold in stores.</p>
<div class="lb-trans"><p>有时，包装可能看起来不同是因为制造商进行了更改。在其他情况下，盒子上的拼写错误等红旗可能表明该产品是假冒的。如果品牌没有更改包装，请检查包装的设计和大小是否与商店中销售的相同。</p>
</div><p>When in doubt, consumers can always call the brand to make sure.</p>
<div class="lb-trans"><p>如果有疑问，消费者可以随时致电品牌以确认。</p>
</div><h2>What to do if you buy a fake product</h2>
<div class="lb-trans"><h2>如果你购买了假冒产品该怎么办</h2>
</div><p>If a shopper buys something they believe is fake, they should stop using it immediately and report it to the platform they purchased it from, said Kammel. Here are a few other steps Kammel said shoppers should take:</p>
<div class="lb-trans"><p>如果购物者购买了他们认为是假货的商品，他们应该立即停止使用，并向他们购买的平台报告，Kammel 说。以下是 Kammel 建议购物者采取的其他几个步骤：</p>
</div><ul>
<li>If you're having a physical reaction to the product, seek medical attention to avoid further harm.</li>
<li>Try reporting it to a government office for investigation, such as the state attorney general or the FBI's Internet Crime Complaint Center.</li>
<li>Document the seller's information, including their name, business address and phone number.</li>
<li>Log other evidence, including the transaction receipt, the link to the listing, and pictures of the packaging and the product.</li>
<li>Consider reporting it to the brand to let them know what happened.</li>
</ul>
<div class="lb-trans"><ul>
<li>如果你对该产品有身体反应，请寻求医疗帮助以避免进一步伤害。</li>
<li>尝试向政府办公室报告以进行调查，例如州检察长或 FBI 的互联网犯罪投诉中心。</li>
<li>记录卖家的信息，包括他们的姓名、商业地址和电话号码。</li>
<li>记录其他证据，包括交易收据、列表链接以及包装和产品的照片。</li>
<li>考虑向品牌报告，以让他们知道发生了什么。</li>
</ul>
</div>

How to avoid buying fakes on Walmart, Amazon and other online marketplaces

- 消费者越来越倾向于在线市场购物，增加了购买假货的风险。  
- CNBC 调查发现，沃尔玛市场上有多个第三方卖家出售假冒健康和美容产品。  
- 专家建议消费者在购物时要谨慎，研究卖家信息以避免购买假货。

如何避免在沃尔玛、亚马逊及其他在线市场购买假货