Some 40% of all the e-commerce in the world takes place in China, making an e-commerce strategy for that market almost obligatory for international brands. But one of the chronic challenges in China is the problem of counterfeits and intellectual property (IP) rights. In May, the long-running war over China Intellectual Property protection moved to Orlando where the leading organization of retail brands, the International Anti-Counterfeit Committee (IACC) held its annual meeting. There are indications of improvement in China IP protection, but the main source of optimism is the same as the historic reason for pessimism: the role of Alibaba, China’s leading e-commerce company.

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