Alibaba seeks to clean up image

Cash-strapped Star Wars fans can pick up Darth Vader figurines and light sabers for as little as $4.59. Tom Brady jerseys go for about a 10th of those on the National Football League's store. A pair of red Beats Solo headphones can be had for just $107 - about half its official price.

It's bargains galore at Alibaba Group Holding Ltd's Taobao: the EBay-like bazaar where buyers meet up with sellers. Billionaire Chairman Jack Ma is struggling to shake the company's reputation as a haven for cheap knock-offs and unauthorized merchandise, 21 months after calling counterfeits cancerous. He heads into 2016 after a bruising year that saw more than $50 billion wiped off its market value amid lawsuits and criticism from Chinese and US regulators.

Cleaning up its image next year is crucial to Alibaba's goal of winning the trust of merchants and shoppers overseas, from where Jack Ma wants to get more than half the company's revenue within a decade. A cooling Chinese economy makes that effort even more pressing. At home, JD.com Inc is winning customers partly because it holds the inventory itself and sells directly to consumers, similar to Amazon, a business model easier to police and regulate, said Michelle Ma, an analyst with Bloomberg Intelligence.