Taobao "Hurt" City &Nbsp; Cause Shoes And Clothing Enterprises To Ponder Deeply

Last week,

There are two totally different views on the practice of Taobao.

One view is that the cost increase of Taobao mall is raising the threshold.

Although Taobao mall announced yesterday afternoon that the implementation time of the new regulation will be pushed back, the incident has affected many enterprises in Jinjiang who are engaged in or are about to launch Internet sales.

A scuffle also allowed many Jinjiang enterprises to re-examine their electricity supplier strategies and rearrange and locate them.

Taobao mall "raise price" triggering "siege" for small and medium sellers

The fuse of events appeared in October 10th.

On the same day, Taobao mall issued the announcement on renewal of investment and rules adjustment in 2012, raising the annual fee of technical services from 6000 yuan to 30 thousand yuan and 60 thousand yuan two grades, or 5 times to 10 times.

At the same time, shops

Taobao mall's unmarked "unilateral price increase" immediately caused the riots of sellers, with the most intense reaction among small and medium-sized sellers, and the events began to evolve rapidly.

In the evening of October 11th, nearly 7000 netizens gathered in YY voice, and quite a few came from small sellers and their employees in Taobao mall. They called themselves "anti Taobao alliance".

The aim is to vent its dissatisfaction with Taobao mall platform rulers by organizing a cyber violence campaign against big sellers.

Subsequently, these small and medium-sized sellers began a large-scale attack on Taobao mall, including nine shepherd kings, Han Du Yi house, UNIQLO, seven grid and other big sellers.

It is worth noting that this "attack" object is not the Taobao mall, which is the platform operator, but the well-known seller in the mall.

The way is to sell a commodity to a designated large seller to strike.

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 unified score of 0 or 1 points for the store, 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.

These poor and innocent businesses immediately suffered a great blow.

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.

With the development of the situation, Taobao mall also made a clear statement.

In October 12th, Zhang Yong, President of Taobao mall, said: "we will not tolerate internet violence and malicious attacks against other businesses, nor will we compromise with that."

So far, dozens of sellers have been attacked maliciously, and at the same time, he also said that the identity of the sellers involved in the event should be screened one by one.

Zhang Yong said that after the incident, Taobao mall contacted police for the first time, and the police have been closely monitoring and controlling the development of the incident.

Zhang Yong said: "the interests of the injured businessmen will definitely be compensated."

At the same time, Ma Yun also made a statement through micro-blog: "even so, we may still act arbitrarily because we believe in our decisions, and we have done what we should do best."

The Taobao mall incident even shocked the Ministry of Commerce.

The Ministry of Commerce expressed high concern and attached importance to the incident on the evening of 15, which should be properly handled from the perspective of stabilizing prices and supporting small and micro enterprises.

On the afternoon of 17, Taobao mall held a media conference to restore various interpretations of the new rules. Ma Yun, chairman of Alibaba's board of directors, announced that the implementation time point of the new rules of Taobao mall had been adjusted, and the implementation of the new rules has been postponed to September 30th next year in Tmall businesses, and new businesses will be implemented in January 1st.

At the same time, Taobao commercial city also issued a 2012 support policy for the business, before the new regulations have been released, such as the business satisfaction is not in the post 10%, from January 1, 2012 to September 30th, merchants pay the annual fee according to the original rules, then can be paid and repaid by new regulations by the new rules.

At the same time, the additional 1 billion supports the merchant to fill half of the margin, and 500 million yuan to provide the loan guarantee for the merchant, and the increase of 300 million for the improvement of the marketing and technical service platform.

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Seven wolves nine Mu Wang "attacked" triggered worries of Jin Enterprises

What deserves special attention is that in this incident, nine herd kings and seven wolves have become targets of attack because of their brand names.

According to Zhong Tao, director of the e-commerce center of seven wolves, in fact, the seven wolves became the target of attack between 21 and 22 in October 11th.

"We have been keeping an eye on this incident and have prepared for possible attacks. We will make quick decisions when the" stream of people comes, "and we will restore the original price of the discount products and cancel the cash on delivery and reduce advertising.

Because no attack has been effective, and after 22, the "crowd" has receded.

In the early morning of October 12th, seven wolf statistics showed that the malicious order reached 2 million yuan that night. Zhong Tao quickly summoned all customer service, called these buyers and persuaded them to cancel the order.

"In fact, we also understand these small and medium-sized businesses, but such a way can not play a big role in the outcome of the matter, and their orders will be occupied by their funds."

In this way, the seven wolves ordered about 2000000 yuan to "persuade them to go back".

Also on the same day, seven wolves, Anta and other shoes and clothing enterprises also issued a statement through micro-blog, supporting Taobao's new rules, and never bowed to internet violence.

According to incomplete statistics, as of October 13th, 30 big sellers of Taobao mall have been attacked, including JACK&JONES, seven wolves, nine Mu Wang and other large brands, including the industry from clothing to Apple stores, such as digital, mother and baby, kitchenware, games, etc.

On the one hand, the "anti Taobao alliance" formed by small sellers is snowball. On the other hand, many famous brands of Taobao mall have been attacked. Taobao's "hurt" city has deeply touched the nerves of many business enterprises, including many well-known enterprises in Jinjiang.

Jinjiang, a household appliance industry, has not yet been attacked, but has already felt chill.

"Now it is a big tree attracting the wind. As a flagship store that we have just entered the right track, we can not afford such an impact."

Because of the fear of expanding the influence, the boss also told reporters not to write his brand name in the interview.

Taobao's "hurt" city sparked speculation

In the millions of electricity suppliers, Minnan area has always been a heavy place, especially in the largest sales volume of clothing, shoes and other electricity suppliers, and there are tens of thousands of sellers in Southern Fujian.

The Taobao injury incident also has a certain impact on the "brand city of China" in Jinjiang.

In Jinjiang, there are many brand businesses that have online stores and offline factories.

According to the time of entering the morning and evening, the sales situation is different, some of them are large businesses, but most of them are only small and medium-sized businesses.

Mr. Wang, the owner of a clothing business in Jinjiang, was mainly engaged in wholesale and foundry, and entered Taobao mall in early August this year.

"Now in this case, the role of Taobao mall is even more precious.

The original intention of Taobao mall is to circle those businesses that are well service, reputable and serious to play, but now there are tens of thousands of sellers.

Mr. Wang said, in fact, only 20% of today's shopping malls are really big sellers. In this price increase, there will be a large proportion of small and medium-sized sellers exit. After all, like the Jinjiang area, the seller of the factory itself is still a minority in Taobao.

"Our factory not only allows us to have funds to cope with the increase in Taobao mall, but more importantly, it is much easier to prepare goods than individual businesses.

Therefore, this event is less competitive because of resources, and the sellers of Taobao mall are more concentrated. We have more opportunities for development.

Mr. Wang estimated that after the threshold was raised, it would be beneficial for local powerful enterprises to enter a more upscale and standardized "mall" and thus quickly embark on the road of electric business.

Mr. Wang's views are representative, but some enterprises in Jinjiang are worried that the threshold is high, which will bring pressure to enter the "mall" business.

Ms. Lai, the owner of a swimsuit enterprise in Shanxi, has already set up a shop on Taobao, which has a pilot test. The result is pretty good.

Just when Ms. Lai was preparing to enter the flagship store of Taobao mall, she met the new rules of the mall, and then a series of events made her think more about her original plan.

"The main span is too large, which is a great pressure on sales performance."

According to the new rules of Taobao mall, Ms. Lai said that if the deposit was paid at least 50 thousand yuan, if the performance was not good, it might be at a disadvantage when the Taobao mall returned the deposit.

"After calculating the technical service fee, the advertising cost we made by ourselves is rather hesitant.

Although the new rules have delayed the execution time, we still have to consider it seriously. "

Ms. Lai said.

In the subsequent interview, reporters also learned that there were quite a few small and medium business owners who shared the same idea as Ms. Lai, but many companies believed that the threshold for Taobao shopping mall was good for Jinjiang's aspiring e-commerce enterprises.

In short, no matter what the view is, Taobao's "hurt" city incident let Jinjiang enterprises once again comb their own electricity supplier strategy.