Small And Medium-Sized Sellers Or Victims Fell From "Quality Tmall" To "Big Tmall".

　 Later there are JD.COM Catching up with the vertical electricity providers, Tmall is facing a crisis.

Tmall's move is mostly considered by the industry to focus on another big business giant Jingdong. Traditionally, Jingdong has been regarded as a typical self operated electric business enterprise. Last year's first Internet Conference in Wuzhen, Ma Yun even said that Alibaba should train more Jingdong, meaning that Jingdong is not a rival to Ali, but why is it so heavy?

This is mainly because Jingdong's potential on the third party platform has not been overlooked. After a few years of experience, the third party platform of Jingdong broke out in 2014, and the total volume of transactions for the first time exceeded 100 billion yuan. The Q1 earnings report just released in 2015 showed that the total transaction volume of Jingdong's third party platform in 2015 amounted to 36 billion 900 million yuan, an increase of 185% over the first quarter of 2014 in 2015. The total volume of Q1 Tmall transactions in 2015 increased by 62% compared with the same period last year. The growth rate of Jingdong's third party platform is nearly 3 times that of Tmall.

At present, the Jingdong's third party platform is still lagging behind Tmall. But its rapid growth rate, plus the threshold of 100 billion yuan, has successfully attracted international brands such as UNIQLO, and the exclusive placement of Tmall has become a confrontation with Tmall. Tmall has to attach importance to the challenge from the Jingdong.

And in fashion clothing, beauty, mother and baby, luggage, home textiles, footwear and other categories, Tmall is also suffering from vip.com, jumei.com and other new type of electricity supplier competition pressure. Behind them are the Jingdong's third party platforms, such as vip.com, jumei.com and other rising stars.

　　 "Quality" Tmall "To" big Tmall "change, small and medium-sized sellers or a new round of victims.

Perhaps it is precisely because of this sense of crisis that prompted Tmall to accelerate its pace of change.

In February of this year, Tmall announced that a more stringent business access system should be implemented from March 9th, and the original application system should be changed as a directional invitation. Previously, some categories of merchants have settled to 5 million yuan in registered capital and must be eligible for general taxpayer. In order to keep the weaker brands and sellers in the threshold, so as to concentrate traffic for big brands and big sellers.

In March 6th, Ali removed the position of Wang Yulei, former president of Tmall, and was replaced by Zhang Jianfeng, who was in charge of Taobao, Tmall and Juhuasuan. The exposure of the "Tmall strategic partnership" project is one of Tmall's latest reform initiatives.

It is reported that Tmall will provide Tmall's strategic partners' brand marketing partners with daily marketing resources such as daily category, Juhuasuan, one day brand, key showcase, membership and large scale activities. Not only that, Tmall will also open its backstage big data system to share with businesses, and Tmall will focus on following up strategic partners and timely feedback and replay.

Of course, these resources are not available to other small and medium-sized brands and businesses. Big brands get more flow and resources support. Under the premise of limited resources, the survival space of Tmall's small and medium-sized brands and sellers will inevitably be seriously squeezed in the future.

According to this idea, Tmall's operational guidance has changed from the original Tmall to the "big Tmall". Just like the small and medium-sized sellers who were separated from Taobao when Taobao mall was abandoned, the upgrading of Tmall policy in the future will make Tmall's small and medium-sized brands and businesses become a new round of victims.

　 Exclusionary terms are suspected of abusing the status of industry, resulting in adverse effects.

Aside from the above, the exclusionary provisions of Tmall are all monopolized.

The third party Research Institute report shows that Tmall ranked first in China's B2C market in 2014, with an absolute leading 54.6% market share. According to the nineteenth provision of the state's "anti monopoly law", the "market share of an operator in the relevant market reaches 1/2" can be presumed to have a dominant position in the market. Tmall has clearly achieved this standard and has become the monopoly giant in the Chinese B2C market.

The exclusionary clause of Tmall is alleged to have violated the relevant provisions of the seventeenth article of the state's "anti monopoly law" that "there is no justification for limiting transactions relative to people can only trade with them or can only be traded with their designated operators".

Such behavior will bring about three adverse effects:

1, businesses are deprived of their legitimate rights and are forced to sell on Tmall platform, which has constrained the diversified market development of businesses, resulting in their overall revenues and profits being affected. For the towering tree of Tmall, businesses were forced to abandon the entire growing forest, which could have spread their business to the whole forest.

2, the same reason, many non Tmall users can not easily buy brand goods, contrary to the spirit of Internet freedom, equality and openness. In addition, when consumers lose the choice of multiple platforms, they are bound to form price monopoly and raise the cost of living under the operation of a small number of merchants on a single platform.

3, exclusionary agreements deprive other operators of their legitimate business rights, and are not conducive to the healthy development of the electricity supplier industry as a whole. In China, almost any monopoly industry is a typical example of high price and poor service, and other enterprises are hard to survive, and the whole industry is losing vitality, such as banking, telecommunications, oil and so on. In the future, the B2C platform is also facing this possibility, especially vip.com, jumei.com and other new electricity providers are more vulnerable.

That is to say, in the exclusivity agreement of the Tmall strategic partnership project, except Tmall is the only real beneficiary, all other parties, including the signing brand, are the fact victims of varying degrees.

Therefore, for Decathlon, Timberland and Lafuma and other three brands signed with Tmall, for Tmall strategic partnership project exclusivity agreement, might as well be a bit alert. In an upsurge of Internet +, the freedom, equality and openness of Internet companies should not be abandoned arbitrarily.

It also calls on the relevant departments to complete the legislative work of the electricity supplier industry as soon as possible, and incorporate the rapidly developing large industry into the scope of administration according to law. It really protects the legitimate rights and interests of consumers, businesses and platforms, and promotes the healthy and orderly development of the industry.

Tmall is suspected of using counterfeiting to exchange its brand to sign exclusive agreements.

However, the exclusionary clause of the Tmall strategic partnership is rather controversial.

Famous technology from the media "Chang Geng tabloid" article "from Timberland to see how Jingdong Tmall game third party" mentioned: according to a brand contact with Ali has revealed that Ali not only promised to support the brand and share big data, but also promised to vigorously crack down on counterfeit goods Taobao platform, but the premise is to sign the only electronic business with Tmall. Platform cooperation agreement.

We should exchange the commitment to counterfeit goods on the Taobao platform to exchange exclusive cooperation agreements between brands, regardless of whether they are in line with business ethics. But at least it can be made clear that Ali is fully capable of combating counterfeit goods on the Taobao platform as long as he wants to do so.

Associated with last Friday's Paris luxury giant Kai Yun group. Alibaba Ali's response was very interesting when he mentioned the sale of counterfeit goods. First, the spokesman said that the prosecution was meaningless and claimed to have a strong counterattack. After that, Ma responded personally, feeling that his prosecution was regrettable. He said it would be better to find a solution through cooperation with Alibaba.

It is not clear what the reason for the spokesman's strong counterattack is. And what is Ma Yun's cooperation finding a solution? What kind of way is it? Will it be the "Tmall strategic partnership" project?