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Jack Ma, chairman of China's e-commerce giant Alibaba, delivers a speech at the 2016 Global Smart Logistics Summit on June 13, 2016 in Hangzhou, Zhejiang Province of China.
Jack Ma said many counterfeit goods are now of better quality than the genuine articles, in an apparent riposte to criticism that Alibaba, the Chinese ecommerce group he founded, profits from the sale of knock-offs.
The remarks by the chairman of Alibaba, which has long been dogged by accusations of tolerating the sale of counterfeit goods on platforms such as Taobao, are unlikely to be welcomed by luxury goods makers.
"The problem is the fake products today are of better quality and better price than the real names. They are exactly the [same] factories, exactly the same raw materials but they do not use the names," he said during a speech on Tuesday at Alibaba's headquarters in Hangzhou.
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"We have to protect [intellectual property], we have to do everything to stop the fake products, but OEMs are making better products at a better price," he added, referring to original equipment manufacturers that typically make products for branded sellers.
Last year Paris-based Kering, the company behind luxury brands such as Gucci and Yves Saint Laurent, launched a lawsuit against the Chinese ecommerce group, alleging that it encouraged and profited from the sale of knock-offs on its platforms.
In May, Alibaba was suspended from the International Anticounterfeiting Coalition, a watchdog for the retail industry, over similar concerns about knock-offs.
Chinese regulators have periodically probed Alibaba's counterfeit problems but Mr Ma said he was confident the company's economic importance insulated it from severe treatment.
"You can't stop Alibaba for two hours otherwise it's going to be a disaster for China. You can stop Tencent for two days, you can stop Baidu for two weeks and everything will still be OK," he said referring to Alibaba's two closest competitors.
But Mr Ma also delivered a more ambiguous message: that Chinese manufacturers are growing impatient with a global division of labour in which they make high quality goods only to see much of the money pocketed by brand owners.
Chinese counterfeit goods market is only getting bigger
Experts say China's counterfeit and intellectual property infringement problem continues to grow.
Instead, Chinese producers were looking for ways to make their own products and sell them directly to consumers, using the internet for marketing, he said.
"The way of doing business has changed for the brands. It's not the fake products, its not the IP that is destroying them. It's the new business model that's revolutionised the whole world," said Mr Ma.
In April 2015, Alibaba launched a programme to help Chinese factories develop their own brands dubbed "Zhongguozhizao" or "Quality made in China" in an effort to discourage them from producing counterfeits.
Following Mr Ma's speech on Tuesday, Alibaba released a further statement by the company founder saying that his remarks were not intended as a defence of counterfeiters. "This is simply my observation of the issues facing brands and OEMs. Counterfeiting is not a quality problem; counterfeiting is an intellectual property problem.
Mr Ma's comments came as his New York-listed group said it expected 2017 revenues to grow 48 per cent year on year, buoyed by recent acquisitions of video site Youku Tudou and Asian ecommerce business Lazada.
Alibaba added that it expected to nearly double transaction volumes to more than $900bn by 2020. Mr Ma said he expected Alibaba to become the "fifth largest global economy" after Japan by 2020, measured in the company's total transaction volum