Zhong Guo Xin Wen Wang·2026-01-14 13:11Core Viewpoint - The article highlights a case of consumer confusion and potential fraud on Alibaba's 1688 platform, where a customer mistakenly received a "海尓" (Hǎi ěr) brand refrigerator instead of a "海尔" (Hǎi ěr) brand, raising concerns about misleading advertising and brand infringement [1][4]. Group 1: Consumer Incident - A consumer purchased a refrigerator advertised as "海尔" for 358 yuan but received a "海尓" brand product instead, which is a look-alike brand [1]. - The Alibaba customer service acknowledged that the seller's actions constituted false advertising and stated that the platform would take action against the seller [1]. - The problematic store was no longer found on the 1688 platform as of January 14, but similar "海尓" products were still available [1]. Group 2: Brand Infringement and Response - Multiple "海尓" products were found on the 1688 platform, with one seller claiming to sell a "海尔" gas water heater, which was denied by Haier, stating it was a counterfeit product infringing on their rights [4]. - Haier has initiated monitoring and legal actions against such counterfeit products in collaboration with e-commerce platforms [4]. - A different seller misrepresented a "海尓" refrigerator as a "好太太" (Hǎo Tàitai) brand, lacking clear brand identification in the product details [4]. Group 3: Legal and Regulatory Implications - Legal experts indicated that the similar branding of "海尓" to "海尔" could mislead consumers and potentially constitute consumer fraud [5]. - The responsibility of the platform may depend on whether it fulfilled its obligations to monitor and rectify misleading listings [5]. - Consumers are advised to report such incidents through consumer associations, e-commerce platforms, or regulatory bodies for protection [5].