Parasitic Grey Industry Group: The Bigger The Interest Chain Of Taobao, The More Complicated It Is.

The "new signing group", which controls the killing power, is the core of the industrial chain, and it adheres to the third party organization that is located in the "agent mall".

Someone once asked.

Ma Yun's answer is, "I will not shirk my responsibility.

In addition, he said he has always adhered to a principle. "This is our principle from the first day of its establishment. We believe that most people are good people and good people. Taobao's practice in recent 8 years has proved that more than 90% of the operators are honest and lawful."

"Bad people will always exist. Even if we modify the rules, the bad guys will still exist.

We will strengthen

This is Mr Ma's stance on Taobao's fake affair, though justified.

But the problem is not so simple.

After years of development, Taobao has become a huge system. Apart from the fake problem on the surface, it has formed a series of grey interest chains from upstream to downstream, from employees to sellers to buyers.

No matter whether the key is the real owner of the house, he can easily open it.

His keys were stolen and robbed.

At present, the standard of Taobao Mall for ordinary sellers (non brand manufacturers) is 100 million deposit and 6000 yuan service charge each year. Besides, it is necessary to provide certificates of business license, tax registration certificate and brand authorization letter.

"Taobao mall's qualification check on its entry procedures is like the key to opening the door of Taobao mall. No matter whether the key holder is the real owner of the house, he can easily open it.

It is not important that his keys are stolen or stolen, because Taobao will not pay attention to the source of this key. "

A Ningbo network operator said.

The first is brand authorization.

Our survey found that there are a large number of institutions that can provide "third party" authorization books in the market. These organizations forged authorization documents through downloading, copying and PS, and sold them to the applicants for each 3000-5000 yuan price.

The funny thing is that Taobao has many online stores that forge forgery.

"Even if you get the power of attorney, the sellers who are in line with the mall standard are still a lot of people. In the end, who should enter Taobao?"

A Taobao insider admits.

A grey industrial chain came into being.

The "new sign group", the Department responsible for examining the qualifications of Taobao stores, is the core of the industrial chain, and the third party organizations attached to the rent-seeking power and a large number of "agency stores".

The relationship between the third party companies and shop assistant is difficult to sort out.

Mr. K told reporters: "it is no secret that the second party shares third party service companies in the industry.

My colleagues told me that every industry is responsible for the approval of the shop, most of which have shadow corporate activities behind the scenes, and some key departments of the store often have shares in several third party service companies.

A Shanghai third party service company made it clear: "the company is actually made by people inside Taobao."

In the middle of 2010, a number of internal employees participated in the third party company, and Ma Yun was dismissal from Ma Yun.

If you can't find a shop assistant, you can also "backdoor listing", that is, buying online stores or OEM.

Online shop rental has also become a hot business.

A Ningbo network dealer admitted that he spent 300 thousand buying a licensed sportswear store and selling the Shanzhai goods openly.

Because the violation of the right to apply for the right after the violation of Taobao requires the examination to pass, and another chain of interest, "exam counseling - exam paper" is born.

Two of interest chain: National brush reputation

The credit industry chain takes sellers as the core, involving buyers, third party platforms, logistics companies, etc., and may even involve Taobao employees.

After continuous fine tuning, in July 2010, Taobao stepped in step by step, changing the new rules of search from time oriented to credit oriented.

Although it led to mass protests by small and medium-sized sellers, Ma Yun did not compromise with the name of faith.

Taobao takes credit ratings of pactions as the scale, dividing the seller's credit into 20 levels.

Vertical credit system binding vertical search rules, which led to Taobao's credit speculation and credit whitewash.

"80% of Taobao stores are involved in the brush reputation, but we are actually limited in capacity, many can only acquiesce, as long as you do not go too far."

An internal employee of Taobao said.

One of Taobao's most famous sellers of gold crown admitted to the financial weekly that its credit before the golden crown was "half of it being brushed out of inferior goods or virtual pactions."

And Taobao's first big shop lemon green tea is recognized as "Taobao first brush guest", and it has triggered a huge "crown gate" event.

Search for "brush reputation group" and "brush drill group" on QQ has as many pages as possible.

Search for "Taobao brush credit" on Baidu can find about 500000 web pages.

After investigation, we found that four crown shops usually brush about 800-20000 per day, some use software brushes, others brush by mutual brush, others brush by objects.

Brush reputation has become an important industry outside Taobao's store system.

Every day, Ali Wangwang sells Taobao's reputation on advertising.

There are hundreds of Credit Companies that are known to be brushing, because of the different levels, security, means and time of the brush, and the formation of famous platforms and software such as ant platform, valley running and so on.

If the seller of the whole platform of Taobao is 4 million, assume that 25% of them will brush their credit every year and spend 500 yuan to three drill, which is a third square market of 1 billion yuan.

After several years of development, the reputation industry has already been plump and highly skilled.

Taobao's regulation of brush reputation has been wavering. In 2009, the second generation of inspection system was launched to improve the credibility of the brush.

With the height of one foot and the height of one foot, the Credit Companies will immediately launch the third generation brush drill platform.

In the survey, we found that brush drill platforms usually have hundreds of thousands of logistics bottom sheets which can be filled out according to their needs, and provide single search function of other logistics companies, that is, "borrow number trading".

In order to prevent shops from being closed, the reputation mode of Physical Transaction brush is becoming popular, but the cost is high and the price is high.

The price of a brush drill company to the financial weekly newspaper reporter is "real / golden crown /500000 praise, 900 thousand yuan".

The credit industry chain takes sellers as the core, involving buyers, third party platforms, logistics companies, etc., and may even involve Taobao employees.

A Credit Companies technician who brushes the money from the Credit Companies said to the financial weekly reporter: "the most cattle software in the industry can automatically identify the verification code, and crown it in two or three days. You know, the website's verification code is the core secret. How do these software authors know?"

And Taobao's acquiescence to brush credibility is certainly difficult to deal with because of its endless support and many interests constraints.

The most important thing is whether credit is considered illegal or not. "You can advertise in a through train, you can compete in the price list to sell fake products, why not brush credibility?" a seller asked.

In addition, another malignant tumor that the credit system has spawned is the evil evaluation professional company.

These companies take the paction as the main business, and force sellers to provide benefits before they delete comments.

Three of interest chain: 1392 marketing tools

The fierce competition and high marketing cost have led Taobao sellers to plunge into the pit of suicide price competition and naturally slide further into the abyss of counterfeit goods.

How much does a Taobao Seller cost a year?

14000 yuan.

This is the figures obtained by financial weekly newspaper reporters after incomplete statistics of Taobao's various charging items.

These fees include: Wang Pu, consumer protection plan, picture space, Taobao express, Taobao promotion, super sale, diamond booth, matching package, full delivery, quantum constant Road shop statistics, good store statistics services, etc., but do not include Amoy buyers (Taobao sells information to the seller according to the characteristics of buyers, 0.1 yuan / article) and other active marketing tools, and does not include hard advertising.

In addition, in 2010 Ma Yun's "world online merchants" and "Taobao world" are actually two huge marketing platforms.

The former has a huge investment team to provide marketing solutions for sellers, and the latter is hard and broad. At the end of 2010, it announced the launch of the "Amoy code shop direct marketing" tool, that is, to sell the number to Taobao shops.

Ma Yun said that to build the whole industrial ecological environment of e-commerce, but so far, Taobao is still just a "sales company", which sells "marketing".

According to incomplete statistics, up to now, there are as many as 1392 marketing tools in Taobao.

Now Taobao and Taobao mall are equivalent to "QQ+ Baidu + Sina" from the way of profit. They have successfully absorbed the grading and prop sales of three, competitive price ranking and traffic sales strategy, and have also integrated the sales tools of traditional stores such as super selling, full delivery, limited time discounts, Juhuasuan and so on.

At the same time, Taobao also marketing its own marketing products on various platforms.

"For example, Taobao in various communities use a large number of" in person "to confuse Taobao sellers to use direct trains, so that sellers and sellers can drive up prices in order to get a ranking in the search results.

"The diamond booth is a limited, more advanced, rich people's picture competition advertising, and the discount is a game, not for marketing to maximize the design," said the head of a clothing company in Suzhou.

Various marketing methods make sellers feel tired and tired.

"The ratio of credit to price is getting lower and lower, so we dare not say publicly that we are very annoyed in private."

Taobao, a famous underwear manufacturer, said.

The industry generally believes that the white hot competition and high marketing costs, so that Taobao sellers jump into the pit of suicide price competition, and naturally further slide into the abyss of counterfeit goods.

Ali's mother is an important chess piece of Ma Yun. It tries to bind the interests of small and medium-sized websites, creating the largest advertising CPA on the Internet in China. It also introduces the flow of other websites and provides convenience for Ma Yun to control public opinion on small and medium-sized websites. It can be described as an arrow and three carvings.

"However, the reality is completely different from the ideal. A batch of websites kept by Ali's mother, who do traffic, cheat money and cheat advertisers, is their main business."

A person who has worked with the Internet Alliance has also revealed another incredible thing. Some websites are cheating badly. The team of Ali's mother has worked out a strike plan, but Ma has voted against it.

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"Ma Yun said," pick up small fist, the market needs nurturing. "

Interest chain four: how much money to get together?

In Hangzhou, a strong brokers group has been formed.

These groups have changed the rules of Taobao's game through various means.

Taobao official stipulates that sellers can only choose third party partners after Taobao certification list, but in practice, third party companies are numerous.

The peace and rent-seeking between these skirt powers are most vividly reflected in activities such as Juhuasuan, full delivery and limited time discounts.

Juhuasuan is a group buying platform made by Taobao. It claims that as long as the products are good, the conditions are fair and fair, once a week, they can sign up.

Even so, there are still a lot of conditions.

"There are too many cats in Juhuasuan."

W, a seller of a medium-sized health care product store in Guangdong, said, "all our conditions are consistent.

If we are small and small, our friends are among the best in the industry.

But W and his colleagues were surprised to find that many sellers' products can be hung on Juhuasuan for several weeks, and some brands can be several times a time. This is not normal.

"Seven wolves once had 6 products a day.

According to the third party, seven wolves gave one million.

"A shop selling nutriment in Shanghai, no factory, no entity store, newly registered brand, registered flagship store in Taobao, one to three Juhuasuan per month.

According to the rules and requirements of Taobao, it is impossible to pass.

W added: "many activities on Taobao, such as spike killing, time limited discounts and so on, are free registration, free examination and approval, free pass, are all deceptive."

S, a seller in Shanghai, told reporters: "the formal registration is just a joke. Absolutely, we must find the right person and give it to the store."

Later, S found a third party service company. "People told me that Juhuasuan is all in the end of the year. How do you get on? Ask how much it costs, say last one hundred thousand, and do not guarantee that you can sell it."

In Hangzhou, a strong brokers group has been formed.

These groups have changed the rules of Taobao's game through various means.

Financial weekly newspaper reporter learned that a very famous seller in Zhejiang area has repeatedly found Taobao internal staff, asking to dredge relations and Juhuasuan.

And he is just one of the many big sellers.