But, the Kering Group opted to go through litigation instead of cooperating with them.

"Kering and its brands dedicate a great amount of creative energy, craftsmen’s know-how and monetary investments to develop products that speak to consumers and fulfill their needs,” a Kering spokesperson said in a statement to Quartz. According to the brands, Alibaba’s previous claims in last July were now being reasserted.

The company's current intellectual property protection policy, detailed on Alibaba.com, says it respects the intellectual property rights of others and it won’t allow unauthorized use of another party's materials and trademarks on its websites.

Since the efforts don’t seem to have paid off, the Paris-based company has taken the decision to reiterate its charges given that Alibaba’s selling of counterfeit luxury products is affecting their business. An Alibaba spokeswoman told Reuters they couldn’t name any of the brands being targeted by fraudsters but data on the tracking screen showed more than 5,000 attempted listings of suspected fake products had been detected and removed by noon.

SEOUL, South Korea - The founder of Alibaba Group defended its stance against counterfeit goods and expressed regret Tuesday that the owner of luxury brands Gucci and Yves Saint Laurent has sued the e-commerce giant.

However, earlier this year, one of China's own regulators accused the company of failing to give the issue "sufficient attention", adding that Alibaba had let the "abscess fester until it became a danger". Chinese officials later retracted the report.

"If a brand does not cooperate with United States we’ll still fight fakes for them...”.

Now Alibaba has chosen to address the problem by sticking unique QR codes on the tags of every item sold on the site.

It also highlights that watches bearing Gucci's trademarked logo had been displayed when users searched for "replica wristwatches" on the site.

Alibaba did not immediately respond to a request for comment on Mr. Holleyman’s remarks. It’s accusing the world’s possibly largest online commerce company of encouraging rampant counterfeiting of its products through its "ecosystem".

If Kering wins, that amount will not make much of a dent IN Alibaba, which is currently worth more than $200 billion.

Alibaba has been criticized for years by various companies for not doing enough to stop the sale of fraudulent material on the site. The process is available to about two dozen brands that have signed up but could expand, the group said.