A Taobao Tmall flagship store promoting "National Goods Strict Selection" advertised disposable underwear as "pure cotton" with a "tenfold compensation for fakes" guarantee. However, the actual product received was labeled "100% polyester fiber."
Recently, as the 618 shopping festival entered its pre-sale phase, an investigation was conducted into whether the "tenfold compensation for fakes" promise is actually upheld. Taobao's platform stated that counterfeit goods are strictly monitored, but actions like "selling dog meat under the label of mutton" cannot be defined as fake goods. The Tmall "tenfold compensation for fakes" model is merely a "rule." Even if consumers provide proof of "counterfeit material composition," they can only receive fourfold compensation.
Consumer Complaint: Purchased "Pure Cotton" Disposable Underwear, Received "100% Polyester Fiber" Ms. Chen from Guizhou Province reported that on April 24, she purchased 20 pairs of "Koule'er" disposable underwear from the Tmall National Goods Strict Selection flagship store on the Taobao app for 25.84 yuan. "The product was displayed as pure cotton, and the options also stated 100% cotton feel. However, upon receiving the goods, I saw the packaging labeled 100% polyester fiber, while the entire product page showed no indication of polyester material," Ms. Chen said. After receiving the product, she communicated with the seller, who could not provide proof that the material should have been polyester. The seller stated that the actual product received was the standard and claimed the advertisement was for "cotton feel," not pure cotton. Ms. Chen believes this is not only false advertising but also maliciously induces consumers to purchase.
Ms. Chen mentioned that the product page indicated "tenfold compensation for fakes." "I requested compensation according to national law, which stipulates threefold compensation for fakes, but the platform did not support it. The 'tenfold compensation for fakes' seems to be a facade. The customer service said my evidence could not prove the sale of 'fake goods' and did not acknowledge false advertising, asking me to provide fake product identification. On April 27, the store offered a refund plus 30 yuan in compensation. I did not accept this and filed a complaint with 12315. As of May 6, it was still pending," Ms. Chen said. She reported the issue to Taobao's 88VIP customer service but received no resolution for days. The customer service advised her to report the product. After she reported it, the product page remained unchanged, with false advertising still present, indicating the platform failed to act as a regulator. "They made a mistake but refuse to admit it, which is egregious," she added.
Reporter's Experience: Product Page Advertises Pure Cotton, Customer Service Repeatedly Confirms Pure Cotton, but Received Product is Polyester Fiber On April 29, the reporter observed that Ms. Chen had placed an order on April 24 for the "National Goods Strict Selection flagship store" on Taobao, purchasing a 20-pack of daily disposable underwear labeled "Cotton White [100% Cotton Feel, Individually Packaged]." The product title claimed it was pure cotton disposable underwear. The product prominently displayed "Koule'er · Officially Authorized Brand" and "100% Genuine · Tenfold Compensation for Fakes." In the product images, the disposable underwear was shown in transparent packaging bags with the words "Portable Pure Cotton Underwear" printed on them. Additionally, the page featured the term "pure cotton," images of cotton placed around a model wearing the underwear, and other promotional content.
However, the actual packaging of the underwear Ms. Chen received was a solid pinkish-purple bag, different from the transparent packaging shown in the Taobao product images. The packaging bag indicated the product name as "Portable Daily Disposable Underwear," with the material listed as "100% polyester fiber, excluding accessories." No details were provided about the location or specific materials of the accessories.
On April 30, the reporter contacted the "National Goods Strict Selection flagship store" to inquire about the material of the underwear. The staff initially stated that the crotch area was pure cotton, while other parts were polyester fiber. When asked why this was not specified on the product page, the staff revised their statement, claiming the underwear was made from 100% cotton-feel material, "it's cotton, it's pure cotton."
Subsequently, the reporter placed an order for the same product, paying 27.84 yuan. The order product name displayed: "Disposable Underwear for Women, Travel Essentials, Wash-Free Daily Disposable Underwear for Postpartum and Maternity, Breathable, Pure Cotton Portable Travel National Goods." Upon receiving the product, the reporter found it identical in appearance to the one Ms. Chen received, both labeled as produced on April 10.
The outer packaging indicated "Disposable Sterilized Underwear," promoting four points: "Sterilized and Disinfected," "No Additives," "Suitable for Pregnancy and Childbirth," and "Suitable for Menstrual Period." However, the inner individual packaging omitted "Sterilized and Disinfected," mentioning only the other three points, and the product name was simply "Disposable Underwear."
Upon randomly opening one pair of underwear, the reporter observed that both the main body and the inner crotch were made of the same material—polyester fiber. The inner crotch was double-layered, and the accessories, such as the elastic waistband and leg openings, were also not cotton.
Service Guarantee: "Tenfold Compensation for Fakes" Applies to Non-"Genuine" Goods, "Counterfeit Material Composition" Also Qualifies as Non-"Genuine" In the service guarantees attached to the order, one guarantee was "tenfold compensation for fakes," with fine print stating, "If the received product is not 'genuine,' you are eligible for ten times the transaction amount..." Clicking on it revealed the "Tmall Tenfold Compensation for Fakes Specification," effective from August 11, 2020, and revised on September 24, 2024. It clearly states that the "tenfold compensation for fakes" service means that if a consumer purchases a product with this service from a store and confirms upon receipt that the product is not "genuine," the seller must, in addition to refunding the transaction, provide additional compensation. "Genuine" is defined as a product that is not "counterfeit (including pirated) goods," not "imported goods without customs declaration," and not "goods with counterfeit material composition." The service guarantee specifies that if the seller confirms the sold product is not "genuine," they must refund the actual transaction amount and pay ten times the product's actual transaction amount as compensation via a compensation red packet.
Based on this, the disposable underwear in question meets the conditions for the "tenfold compensation for fakes" service guarantee, as it qualifies as a "counterfeit material composition" product and is therefore not "genuine." However, the investigation found that Taobao Tmall National Goods Strict Selection's "tenfold compensation for fakes" appears to offer protection but is difficult to enforce in practice.
National Goods Strict Selection Flagship Store: Ignores "Pure Cotton" Wording, Claims It Advertised "Cotton Feel," "Tenfold Compensation for Fakes" Reported to Platform for Handling On May 4, the reporter contacted the Taobao Tmall "National Goods Strict Selection flagship store" customer service again. The customer service initially ignored the "pure cotton" advertising, stating the seller had labeled it as "cotton-feel cotton." They offered a 9-yuan refund for the customer to keep the product or a 5-yuan red packet for returning it.
When asked about the standards for sellers, brands, and products under "National Goods Strict Selection," the customer service said they would transfer the query to a senior specialist for a reply within 24 hours. Regarding the "tenfold compensation for fakes" guarantee attached to the order, the customer service stated it had been reported to the platform.
88VIP Customer Service: Strict Action Against Fake Goods, but Advertising Pure Cotton While Selling Polyester Fiber Does Not Qualify as Fake Goods, Cannot Trigger "Tenfold Compensation for Fakes" On May 6, regarding the "tenfold compensation for fakes," the 88VIP customer service stated that the platform handles fake goods very strictly. Once verified with valid evidence, it protects consumer rights and imposes serious penalties on sellers. However, advertising a product as pure cotton when it is actually 100% polyester fiber does not qualify as fake goods. "Fake goods refer to goods with counterfeit registered trademarks (including pirated goods)," the customer service said. The situation encountered by the reporter falls under material mismatch, "and indeed cannot be defined as fake goods."
The reporter shared the "Tmall Tenfold Compensation for Fakes Specification" displayed in the order's service guarantees with the customer service, who responded that they would escalate the matter for a reply.
Taobao Customer Service: To Complain About Material Mismatch, Consumers Must Provide Identification; Only Then Will the Platform Urge Sellers to Compensate Subsequently, a Taobao specialist called back, stating that if consumers want to complain about material mismatch, they must provide identification from relevant authorities proving the disposable underwear contains no cotton. Only then can the platform urge the seller to compensate. Even if the seller clearly advertises pure cotton underwear and the received product is explicitly labeled as 100% polyester fiber, it cannot be confirmed under the rules without the consumer obtaining identification from an institution themselves. "The platform's definition of material fraud must be 100% material fraud. If you believe the product is problematic, you should proceed with normal testing," the specialist said.
When asked if this shifts the responsibility for fake goods onto consumers, increasing维权 costs, the specialist did not answer.
"Tenfold Compensation" Only Supported for Counterfeit Brands; Even with Identification for Counterfeit Materials, Only "Fourfold Compensation" Applies The specialist stated, "Tenfold compensation for fakes is only supported for counterfeit brands." He mentioned he could only see current product information and could not view the reporter's order service guarantee content. He noted that the seller only promised "tenfold compensation for fakes" for counterfeit brands, not for counterfeit materials. "I reviewed every order from the seller; their general advertisement for 'tenfold compensation for fakes' refers to counterfeit brands. Unlike what you see when clicking on the corresponding terms, I did not see that," he said.
However, this limitation of "counterfeit brands" was not displayed on the consumer product page. As instructed by the specialist, clicking on "tenfold compensation for fakes" from the product homepage directly redirected to the "National Goods Strict Selection" homepage. Additionally, the order's attached guarantee did not mention this limitation.
The specialist explained that the guarantee service attached to the reporter's order was merely a rule detail. The "Tmall Tenfold Compensation for Fakes Specification" is not enforced; only brand counterfeiting qualifies for tenfold compensation. For "counterfeit material composition" specified in the规范 as requiring tenfold compensation, even if consumers provide identification proving it, they can only receive fourfold compensation.
Advertising Cotton but Selling Polyester Fiber Leads to Product Removal and Penalties, but Despite Days Passing, Platform Has Taken No Action What actions will be taken against the seller? The specialist said if a seller advertises cotton but only has polyester fiber products in stock, the store's products will be removed and penalties imposed. "Platform penalties are gradual; it's not that a single consumer complaint leads to serious penalties," the staff explained. The platform assesses sellers based on comprehensive after-sales service metrics. Depending on sales conditions, if recent issues are verified by the platform and reach a penalty threshold, penalties and监管 will follow. Although this issue was reported days ago, "currently, no action has been taken against this store."
Furthermore, what are the standards for the National Goods Strict Selection flagship store, and how is "strict selection" implemented? Starting May 4, the reporter repeatedly asked the store and platform this question but received no response. The 88VIP customer service said they did not know how the store was selected and would have a knowledgeable specialist call back. The specialist stated they were only a consumer客服 and were not informed.
Latest Developments: Report Filed with 12315, 88VIP Customer Service Responds Will Communicate with Seller On May 9, the reporter reported the matter through the 12315 platform. As of May 11, before publication, it showed that the Yuhang District Market Supervision and Administration Bureau in Hangzhou, Zhejiang Province, was handling the case.
On the morning of May 11, the 88VIP customer service contacted the reporter, stating the seller had engaged in misleading behavior and description mismatch. Regarding whether the "tenfold compensation for fakes" service attached to the product order can be enforced, the客服 said, "We will contact the seller to coordinate and communicate, to see if a better resolution can be achieved."
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