Taobao'S New Rule "Pull Eggs": 7000 Small Sellers Besieged Big Sellers

Last year, Taobao mall was seller An unexpected "double 11" feast was dedicated. After a year of courtesy, the seller sent a sudden "10.11 incident" to Taobao mall.

After 9 o'clock yesterday evening, nearly 7000 netizens gathered YY voice, organized Taobao stores, Osa, seven grid, UNIQLO and other big sellers, and implemented the malicious operation of "making goods, giving bad reviews, and refusing to pay". Most of the above four shops have been forced to go off the shelves. Among them, all the goods sold by Han Du Yi house were all shelves.

"10.11 incident"

According to netizens' reaction, this is aimed at Taobao. Shopping Mall The new deal, organized and premeditated violent rebellion. Most of the 7000 netizens gathered in YY voice came from small sellers and their employees in Taobao mall. They called themselves "anti Taobao". union " The aim is to vent its dissatisfaction with Taobao mall platform rulers by organizing a cyber violence campaign against big sellers.

An action participant who asked not to be named said that the notice of the operation was seen in his own electricity supplier group on the evening of 10, but organizers requested that the staff outside the group be kept confidential, especially those who were not informed of Taobao. Announcement within the group said that the protest against Taobao mall will be unified at 8:30 on the evening of 11, and the 9 point will be officially launched. But 3000 participants must be gathered to fight.

The way of participation is to focus on the sale of a commodity by a designated seller. If the owner fails to deliver the goods, he will apply for compensation to the Taobao mall. According to the provisions of the Taobao store, the seller will be compensated for 72 hours without delivery, and the shop will be deducted or even closed. If the shopkeeper delivers the goods, he will confirm the receipt and make a total score of 0 points or 1 points for the shop, and apply for a refund immediately. (Taobao store stipulates that if the seller delivers 72 hours, the buyer can enjoy 7 days' refund rights). In this way, the credit rating of Taobao sellers, such as ratings and return rates, will be hit.

"It's the best insurrection to crack down on those heartache customers in Taobao mall." One participant said.

When the clock reached 9, the action began on schedule. All participants gathered in the YY voice were divided into 30 execution groups, 100 in each group, and the people were ordered to listen to the nickname "Zaf| wave". On the bulletin board of their YY action, "collectively killing a big store in the evening and letting Taobao know the consequences" is in the eye. On the column of each group, it also says, "rise up! Store! Pick up your sharp operation speed!" and so on.

In less than half an hour, more than 2000 pieces of goods from Han Du house were forced to go off the shelves because of abnormal shooting. Around 10:20, most of the products on the home page were also on the shelf. We have immediately replenishment and have begun to revise some commodity rules. Many goods do not support cash on delivery. In addition, seven grid, UNIQLO and other Taobao mall sellers have also been hit to varying degrees. {page_break}

In fact, shortly after the beginning of the resistance activities against Taobao mall in Korea, Zhao Yingguang, CEO, had received SMS alerts, and the contents of the SMS were first made public on micro-blog, and was also named Zhang Yong, the Taobao mall president. It is reported that texting came from an undercover Taobao YY in the group. But it is a pity that Zhao Yingguang and Taobao people who have been informed about it have no idea about it after they heard the news.

At 11:30 in the evening, Zhao Yingguang was angry at the initiator of the operation on micro-blog after he was forced to take off all the goods. He said, "a group of Taobao stores, including Han Du house, was attacked by malicious people. It could be confirmed that the gang was entangled in 1 or 2 thousand people, who were malicious retaliation due to the adjustment of the mall rules. I would like to say that we as an ordinary businessman, what is the crime? Why should we destroy more than 1000 people's rice bowl? You have to eat, we also want to survive! This is an irrational behavior. For the healthy development of e-commerce in China, the Korean home does not bow to the violence of the Internet.

In fact, by the early hours of this morning, nearly 7000 people were involved in the YY voice, far more than 3000. The 30 execution groups at the start of the action have been expanded to 70.

"Anti Taobao alliance"

The flames of war are still spreading, and hatred has not disappeared. According to one participant, the action is not only last night, but may also involve related movements.

It is reported that these "10.11 events" participants all called themselves "anti Taobao alliance" members, and their resistance to Taobao mall began three days ago. Before the Ali building in Hangzhou, the banners of red bottom and white banner were protesting and sitting quietly. The anti Taobao alliance had tried all over the forum to irrigate and guide public opinion, but these influence were very limited compared with last night's action.

However, the reason why they want to resist Taobao mall is the new rules issued recently by Taobao mall, which makes it difficult for them to run again. "This year, I borrowed 5-6 000 for Taobao mall, and I started to open around September. But who knows now suddenly I have to turn over 200 thousand, even if I can barely hand in, where can I get money to run?" {page_break}

The new rules of Taobao mall were officially released in October 10th. According to the regulations, the rate of technical service of "traditional tonic / other health care products" and "brand health care products" will be raised from 2% to 3%; the annual technical service fee will rise from 6000 yuan to 30 thousand and 6 thousand two files, with an annual turnover of 600 thousand or more, and the dynamic score is over 4.6.

100 thousand yuan, 50 thousand yuan for the R brand, 150 thousand yuan for the trademark of TM, 100 thousand yuan for the R trademark, and the total category is 100 thousand yuan for the R trademark; the special category indicates that the selling type flagship store has a margin of 150 thousand yuan; the franchise for the imported commodities not registered in the mainland of China is 150 thousand yuan; the category of "book / magazine / newspaper", "music / video / star / audio-visual" and "performance / drink and play discount coupon" does not involve brand attribute and no store type, so the margin collection method is: 50 thousand yuan in flagship store, 100 thousand yuan in franchise store; the margin of "online games and QQ", "telephone communication" and "tourism" is 10 thousand yuan. Margin, brand flagship store, with TM trademark

In addition, Taobao mall takes "zero tolerance" for fake and parallel imports. If a merchant sells fake or parallel goods, it will be closed immediately and deduct all the liabilities for breach of contract. At the same time, consumers will receive a compensation of "one false five".

In an open letter to merchants, Zhang Yong, President of Taobao mall, said that the market needs to develop more smoothly and consumers want to get cost-effective products and services. {page_break}

In fact, Taobao mall has also had to change. The rise of B2C websites, such as Jingdong and fan, which are under the banner of high quality of service, magnified the problems exposed in Taobao mode.

At present, the online shopping habits of consumers have been driven by pure price and gradually promoted to cost-effective drivers. The image of authentic service created by Jingdong in 5 years has been deeply rooted in the hearts of the people. In terms of logistics and distribution services, Taobao mall is lagging behind Jingdong and customers. In some categories, Taobao has no advantage. Taobao urgently needs to upgrade the quality of products and services on its own platform.

"If we know what is right, we should do it. There is nothing wrong with it, but the problem is that we may not be able to buffer enough time. When it comes to why Taobao's new deal has caused such a big response, a Taobao employee said.

According to the regulations, the official implementation time of the new rules of Taobao mall is January 1, 2012, and there is less than 3 months' buffer time from now. However, businesses now want more time buffering and softer operation rules.

However, at 2 a.m. this morning, Taobao mall said in its official response to the "10.11 incident", "in order to provide consumers with more and better high-quality goods and services and make the market develop smoothly, we must make changes. Taobao mall and the vast majority of businesses will not abandon their principles because of threats and intimidation." His attitude is still tough.

Imperfect "new regulations"

Then, is there any defect in the system of Taobao mall?

Definitely not. The reason why the "anti Taobao alliance" can manipulate the "10.11 incident" is due to the fact that the shopping mall design process of Taobao mall is very problematic in terms of the system balance design for buyers and sellers. This problem has been raised by sellers many times, but in the end it can not get feedback.

A Taobao mall seller told Tencent technology, "I was maliciously bought by 23 buyers in September of this year, so I called Taobao mall's customer service. But they asked me to deliver the goods. Because according to the rules of Taobao mall, even if it is known that buyers are malicious sellers, they must also deliver. And this is the thing that makes the seller lose half of the money he has worked for three years.

At the same time, it also shows that when Taobao stores deal with disputes between buyers and sellers, the rules are biased towards buyers' interests. When the seller is dealing with the buyer's game relationship, the system of Taobao mall is lack of counteraction. {page_break}

Without such a system, it would be difficult for sellers to testify even in the face of apparent malicious filming. Taking the "10.11 incident" as an example, it is difficult to distinguish between those 7000 attackers from those who are not buying it, unless they are not allowed to buy them; secondly, it is difficult to decide which people will not deliver the goods unless they are not issued; even if the goods are delivered, how can the buyer receiving the refund apply?

Zhao Zhanling, a researcher at the intellectual property center of China University of Political Science and Law, said that small and medium-sized sellers (who have evidence to support the attack on large sellers) are responsible for contracting fault, specifically for the loss of large sellers, but there are two direct and indirect losses. Direct losses, such as the costs of large sellers due to the conclusion of contracts and performance, require specific evidence; the indirect loss is mainly the loss of profits. Large sellers can find some evidence, but in view of so many people going to attack, it is difficult for big sellers to take responsibility. Moreover, it is difficult to provide evidence for direct losses. For indirect losses, there is uncertainty because of unclear legislation.

In addition, Zhao occupation said, for Taobao mall, even if there is a penalty rule is also targeted at businesses, and "virtual beat" is the behavior of thousands of people.

Perhaps due to the uncertainty of the rules, Taobao mall has not yet put forward any remedial measures for the incident.

Taobao, the next time to readjust, take a leisurely step, too big, easy to pull eggs.