Ma Yun Responds To Fakes: Taobao Has No Advantage

The battle of corporate control is

From that day on, Taobao began to fight against counterfeit goods.

Ma Yun and Taobao have two vital elements: one is fake goods can not buy genuine goods, the other is violation of intellectual property rights, and the interests of enterprises can not be protected. Two.

The two gates are all related to

Ma Yun did not understand that "Taobao condoned sellers, because we earn money from people selling fake products" said: "Taobao has no advantage at all, because Taobao has no business model, fake products will only bring us more trouble."

But in China, it is not easy to crack down on counterfeiting.

"Alibaba punishes bad people with bad means and costs too much to put them in prison. The only way is to shut them down for a few days or turn them off."

Ma Yun said: "this is the most uncomfortable."

The temptation of darkness

You say that you and Alibaba have a principle: you believe that most people are good people, a common sense is that people are profit driven.

But the problems Taobao and Alibaba face recently may be due to the profit seeking nature of people. Do you think your principles need to be corrected?

Ma Yun: Seller's profit is affirmative. Under the condition of commercial society and market economy, there is a saying that "egoism must be first altruistic".

Consumers are not stupid. On the Taobao trading platform, businesses focus on their credit, pay attention to each consumer's evaluation, and sometimes use some extreme means to solve the problem of poor evaluation. Behind this is the "credit = wealth", which is getting stronger and stronger.

Taobao has established such a mechanism that every consumer can evaluate, leave messages, complain, and initiate rights protection at any time. This mechanism gives businessmen a lot of constraints. He must think clearly about the consequences of doing things.

Most Taobao businesses are not only one vote businesses. They are long-term businesses, and many are teams of dozens or even hundreds of people. They are also responsible for the development of enterprises and individuals.

Unless he's a real liar, he swindled away.

The board of directors gave Taobao 200 million yuan advance compensation fund, is to ensure that if the businessman is irresponsible, does not assume the social responsibility, runs away, we compensate.

We have set up a mechanism to make it more pparent, can be recorded, and can be traced back, so everyone has to weigh up the bad things done on Taobao.

Businessmen are sure to profit from their profits, and human nature is also good. Especially in a pparent environment, under the sun, everyone is a good person; in the dark, some people can not resist temptation.

What has Alibaba done for intellectual property protection these years?

Ma Yun: we have worked well with the relevant departments. Nine ministries have communicated with us a lot. We have also held nine meetings with the SAIC for the purpose of formulating a set of bilateral satisfaction.

We hope that we have practice first, and later we are afraid that we should first come to documents.

We have been immersed in this industry for more than 10 years.

In this world, accusation is the easiest thing to do. We need to discuss with numerous new formats and new rules and run together.

There are problems to solve problems together and positively and optimistically.

With the government departments, after so many years of running in, it is getting better and better.

Strong consumer

In the face of businesses, consumers appear vulnerable. How can consumers have more voice?

Ma Yun: trading on Taobao platform, the design and starting point of the whole market are consumer oriented. Two years ago, we put forward the strategy of big Taobao. In other words, the premise of this strategy is that we put aside the so-called B2C and C2C in the market. We put forward a C2B, C2B core is consumer oriented, consumer oriented, the whole platform design and management are doing the same.

We believe that in the process of trading, consumers are still weaker than sellers, because he is an individual, how to help individuals, a consumer is not alone in Taobao, Taobao is with you, Taobao provides the whole process of help.

What are the specific measures?

Ma Yun: for example, the inversion of evidence is not original. It is also a summary of our experience in the process of practice. It is difficult for buyers to give evidence and consumers are difficult to give evidence.

What do we do? Let's give evidence by the seller. Aren't you stronger? Let me tell you if you have any questions.

Including advance compensation fund, the purpose is to improve the efficiency of compensation fund and compensation.

How to persuade sellers?

Ma Yun: only when the rights of consumers are guaranteed, then the seller's long-term interest, business purpose and brand development on Taobao will be a real guarantee.

1/50000 is not enough.

Are you satisfied with Taobao's current integrity environment?

Ma Yun: Taobao's dissatisfaction rate is 1/50000, which is a relatively low figure, horizontal comparison, line shop has no less than 1/50000 of the dissatisfaction rate.

But we have to achieve 1/100000. I told Taobao that we still have to keep working hard.

1/50000 of the dissatisfaction rate, I personally feel great, but shopping people more than 70 million a day, enough for you to toss.

We need to reduce the rate of dissatisfaction, which requires a process.

It is not that we turn back to see that others feel good about themselves, and no longer actively seek progress.

Is it too light to close the sale for seven days?

Ma Yun: I have a small friend who came running to me one day and said, Ma Yun, you are way too far.

I said what happened. He said I sold shoes on Taobao for a year, and now I have two crowns. Shoes are all true. One is fake. It was found by your Taobao. It closed me for seven days. Now the whole company is paralyzed, and I must help to do it.

I said it was useless to find me. He said it was impossible. CEO was too hypocritical. I said I could not do it.

Closing seven days is a great harm to them. If you open a shop, the turnover is so big every day, so many people follow it, and seven days are even more sad than skinning.

It's easy to close a shop, but what do we need? What we need is to tell every entrepreneur that there is a price to pay.