Dangdang Twice "Selling Holiday" To Tear Up The Business Of Commercial Fake Goods

On the big cake of network retail, the electric business enterprise that wins the life is met with a headache.

On the evening of June 19th, CCTV's two consumer advocating column for domestic e-commerce enterprises

The sale of counterfeit Casio was exposed.

In June 2011, Dangdang was also caught up in the vortex of illegal sales of Casio because of brand licensing.

In June 20th, Guo He, senior public relations director of Dangdang, responded, "the company has set up a inspection team, led by Vice Presidents of various departments, and will conduct a comprehensive inspection of all commodities involved.

In order to ensure the interests of consumers, all goods have been disposed of.

More comments on the matter are not available before the results are found, but in order to protect the interests of consumers, if consumers have a return requirement, Dangdang supports full refund.

Dangdang sold the "fake" incident only to tear it apart.

A small hole in the "fake" problem.

Lu Zhenwang, an industry watchdog and national drug holding e-commerce project manager, said: Dangdang is not a special case. The sale of counterfeit goods by electric business enterprises is a common phenomenon in the industry. It has existed for many years.

The problem is that the electricity supplier industry lacks the necessary regulatory and legal constraints.

Dangdang's fake products are not genuine fakes.

Lu Zhenwang said that there are three kinds of "fake" existing in the electricity supplier industry, one is fleeing goods, the other is so-called "parallel imports", and the other is a fake that is understood in the usual sense.

Fake goods are generally scarce in the supply chain of large integrated e-commerce enterprises, but there will be a certain proportion of goods fleeing and parallel imports.

The so-called "fleeing" refers to a company's affiliate or middlemen in the sales network of a brand manufacturer, driven by interests to sell the products distributed across regions or break the pricing principles of manufacturers, resulting in the confusion of brand manufacturers' market prices and thus seriously affecting the marketing phenomenon of brand manufacturers' reputation.

Dangdang insiders told reporters that the source of Casio questioned by the media was obtained through the so-called means of fleeing.

Fleeing goods does not mean that the goods are false, but this purchase behavior touches the control of the market order and the control of the pricing power, so the source of the goods is not recognized by the manufacturers.

The person further said that the competitiveness of e-commerce sales is in the low price of products, and to achieve low sales, we must have a low price supply.

CASIO refused to sell authorization on the Internet distribution channel, which caused the network channel to get goods only by fleeing goods.

This reporter understands that watch manufacturers generally give products to the large agents to sell the terminal sales price of 3-4 fold, some brands are 6-7 discount goods price concessions, and large agents in order to expand sales, will be based on the goods from the manufacturers plus product terminal price of about 10% profit margins, sold to the electricity supplier business.

The Dangdang insiders said that the brand manufacturers would punish the agents fleeing the goods in order to avoid fleeing the goods. Therefore, when many agents cooperate with the electricity supplier enterprises, they will use another company's name cooperation.

The practice of this curve makes the enterprises that cooperate with the electricity suppliers are often not authorized by the manufacturers. Therefore, once there is a problem, the manufacturers will think that the source of the electricity supplier is illegal.

Lu Zhenwang agrees with this statement.

He said that Dangdang and CASIO's two frictions in 1 years actually reflected that after the rise of the retail sales of network sales, the game between the network channel and the brand manufacturers in order to compete for the power of agency and even the pricing power began.

Fake heavy disaster area

In the above Dangdang insiders, the so-called "fleeing" phenomenon is a common problem in the industry.

The person complained privately that Dangdang was basically the same as choosing the suppliers and platform businesses when choosing the suppliers and platform businesses.

With the convergence of sourcing, the sales volume of Casio in Jingdong mall and Amazon (micro-blog) is 8-10 times that of Dangdang, and the sales volume is 3-5 times that of Dangdang.

Lu Zhenwang also said, "a large comprehensive electric business enterprise like Dangdang" will not rush to sell fake products for the sake of small sales interests, thereby damaging the goodwill that has accumulated 12 years of hard work. This account will be counted.

However, the existence of genuine fake goods in the electricity supplier industry is not groundless.

Lu Zhenwang said that through years of tracking analysis, we can find that the problem of fake goods in the electricity supplier industry is very serious.

The hardest hit areas are two categories of luxury goods and cosmetics. At the same time, there are a number of fake products in general clothing and watch products.

The reason is that

In the category of cosmetics, fake goods appear. Lu Zhenwang thinks that the value of the two products mentioned above is generally high, and such goods have the property of hard currency. The selling price of the terminal does not change much. At the same time, ordinary consumers lack the ability to identify such goods.

In addition, our reporter learned that from the point of view of the online distribution channels, professional cosmetics and luxury electric business websites sell the fakes most seriously, and in addition, due to lack of supervision, there are more fake products on the platform.

In the past 1-2 years, fake products on B2C website have appeared more or less.

Lu Zhenwang explained further that "the reason why the two fake items of luxury goods and cosmetics are many are that the domestic industry chain has been very complete, and many luxuries and cosmetics are produced in China.

Besides, the operation costs of luxury and cosmetics e-commerce websites are very high, but they must be sold at a low price, not using the adulteration of genuine and fake goods, and the profits of enterprises are too low.

The insiders of Dangdang admitted that the industry still had the situation of selling fake goods, but Dangdang did not dare to sell it for goodwill.

Lu Zhenwang said, "as far as I know, even some of the more well-known luxury and cosmetics websites are also selling fake products, but there is no evidence of investigation by the regulatory authorities, and I am not sure which one is."

Lu Zhenwang said that from the line to see the line, the situation of fake goods should be consistent.

From the past cases, fake goods can flow into the electricity supplier enterprises, and most of them are the result of the joint work of purchasing personnel and suppliers.

An electric business insider says that the problem of fakes is more or less unshirkable.

"I believe that large business enterprises will not choose private enterprises and purse companies, but in most cases, such problems are caused by lax management."

In fact, many large integrated e-commerce enterprises do not want to be bad because of the so-called "fake".

Li Bin, executive vice president of suning.com (micro-blog), said suning.com had adopted three control procedures to prevent the flow of counterfeit goods.

The first is to examine the qualification of suppliers; the second is that suppliers' goods must enter suning.com's warehouses. When entering warehouses, they can conduct two checks on goods, and the third is the examination and management of forensic links.

Tmall (micro-blog) mall official said Tmall mall generally adopted cooperation mode with brand manufacturers in order to eliminate counterfeit goods, and monopoly stores on Tmall platform must be authorized by brand manufacturers.

In order to crack down on counterfeit goods, Tmall combined with thousands of manufacturers to investigate and deal with counterfeit goods. Once discovered, the stores will be retreated.

The electricity business insiders said that many e-commerce enterprises were unable to build their own logistics and warehousing facilities, utilizing the storage facilities of the third party and suppliers.

This leads to the fact that in addition to the procurement link, the management of warehousing links is improper, or the reason why fake goods flow into the electricity supplier channel.

Many people in the industry believe that the electricity supplier industry lacks effective legislation and procedural supervision.

Lu Zhenwang said, "offline enterprises, regulatory authorities can go to the shop to spot check, online enterprise supervision department can only go to the warehouse to check, and go to the warehouse spot checks, is not practical.

Therefore, as long as regulators do not find a feasible regulatory method, fake goods will continue to exist.