Alibaba unveiled a quick-response platform on Thursday for handling reports of counterfeit goods, aiming to boost the protection of intellectual property rights.

Complaints about knockoffs from copyright and patent holders that are filed through the e-commerce company's new online express channel will be handled within 24 hours, instead of three or four days, as was normal before.

"We've streamlined our work system and improved efficiency," said Zheng Junfang, chief platform governance officer. "What we want is to provide better services for protecting IP rights more quickly for the rights holders."