What Should We Do After The End Of Vip.Com'S Myth?

Compared with the surrounding bustle, the second industrial district of Tangxi which is only a subway station from Baoan airport is very quiet on weekdays.

For the prosperous Shenzhen, this place is no longer common. All kinds of factories and small and medium-sized enterprises are gathered here, and skilled workers and small traders constitute the main floating population in the park.

Behind the calm, a large number of counterfeit expensive Swiss watches and jewellery have been sold from all over the country in the past few years.

People familiar with the matter revealed to Tencent technology that a company suspected of selling fake names as "dawn watch industry" is located here, and the company's sales channels are vip.com's e-commerce platform and TV shopping platform.

"Fashion luxury diamond watches, 100% genuine drill, Swiss watches master hand made, many Olympic Games designated brand movement."

This is the introduction of the products sold on the official front page of dawn industry.

Dawn business office address

Tencent science and technology information found that the dawn Industry registered in 2003, the registered capital of 500 thousand yuan, the legal representative of the name is Xiong Zhi jun, the company's main business, including the sale of watches and clocks, watches and assembly design, etc., the company's annual turnover of nearly 50 million yuan.

And when Tencent technology went to Shenzhen to investigate the dawn industry, it was found that the company was out of the air.

The dawn watch industry is located in the C building in the second industrial district of Tangxi, a broken three storey building with some windows blocked and the door locked tightly.

Industrial Zone doorway security to Tencent technology introduction, it is not clear what the dawn watch industry is engaged in, but should be related to watches.

Shenzhen market inspection bureau insiders confirmed to Tencent technology that this year, when investigating the illegal advertisement of the Swiss Royal count, it found that the advertisement was suspected of false propaganda and other illegal contents, and behind it was the dawn watch industry.

The Bureau then conducted a surprise attack on the company.

It is understood that law enforcement officers found 6000 Swiss made brand watches at the dawn watch office site, while the parties could only provide less than 100 customs declarations for imported watches. At the same time, the law enforcement officers also seized evidence of a watch commissioned by a domestic watch manufacturer, as well as a large number of suspected counterfeit certificates for gem identification and watches and jewellery identification certificates.

Only the different types of watches seized on the spot, ranging from hundreds of dollars to tens of thousands of watches, are worth nearly 10 million yuan.

The above Shenzhen market inspection bureau insiders also confirmed to Tencent science and technology that the sales channels of the watch industry include the well-known well-known e-commerce sales platform vip.com, and the shopping channel such as CNTV shopping.

"There were dozens of boxes of fake watches that were seized."

A security guard from an industrial zone recalled to Tencent technology that "after checking the seal, the relevant employees of the dawn watch industry have returned several times, and the lease of the company should not be over yet, but no news about the dawn industry has yet been heard."

Tencent technology has contacted the Shenzhen market inspection bureau official to try to get the specific trading methods and various forged certificates of the platform such as dawn watch and vip.com, but it was rejected by the relevant investigators.

Informed sources have disclosed to Tencent technology that the inside of the Inspection Bureau has already issued a password, and all information about the dawn watch industry is strictly prohibited.

It is also not clear that the specific punishment methods for responsible persons of dawn industry.

In essence, the dawn watch industry and Tencent technology survey last year revealed that the counterfeit supplier Yi Peng Hengye has similarities.

That is, by forging customs declarations and authorization certificates, the upper reaches will buy counterfeit luxury goods at a low price and sell them to major sales platforms at a high price.

Yi Peng Hengye's sales channels include jumei.com, Jingdong, Amazon, Gome online, No. 1 store, Xiu Xiu net, handshake, beauty corps and other major websites, but it can be imagined that a large number of similar trading companies like Yi Peng Heng are still in the big business platform.

"Domestic watch industry smuggling and counterfeiting are rampant. Some ditch companies bought their own authorization lists overseas, and they copied their products domestically.

The omission of e-commerce platform and sales channels in this area has promoted the widespread appearance of this phenomenon.

A watch industry person told Tencent technology.

It is worth noting that compared with other major e-commerce platforms, vip.com's mode makes it more difficult for the outside world to distinguish between genuine and fake purchases, because users can not get direct information from vip.com on specific agents and suppliers.

In addition, in the time limit sale mode of vip.com, users can not find the brand that they once sold on the website, nor can they search for what brand is being sold.

These factors also increase the difficulty of outside investigation and evidence collection.

All along, vip.com has a good reputation in the industry.

Vip.com's "100% genuine" promises can be seen everywhere in vip.com's Baidu search page and merchandise search page.

"Are the products genuine? Please rest assured that the products sold on vip.com www.vip.com are licensed by the brand to ensure the authenticity of the products and be insured by the China Pacific Property Insurance Co for every item you buy."

All products purchased by vip.com link to show this.

Thanks to the sale mode and the genuine impression in the eyes of the public, vip.com has also made rapid progress in the past two years.

In fact, most of the products on vip.com's website do not have qualification certificates such as commodity authorization and so on, but they are insured by the insurance companies.

However, more than one business insider told Tencent science and technology that at present, supplier fraud is a common phenomenon in the circle, because the electronic business platform is relatively rough on the qualification examination of suppliers, and some bad suppliers are authorized by scanning the authorization documents of other companies and customs clearance lists, modifying the date and name of the company through PS software, and so on.

Although consumers in the market have questioned the purchase of fake goods in vip.com, there has been no effective evidence that vip.com's mode can breed counterfeit goods.

Consumers have asked vip.com to produce relevant certificate of authenticity, such as commodity authorization, but vip.com has refused to show it on the grounds of trade secrets, only to show that it can give some related compensation.

Tencent technology found in a QQ group of nearly 200 people in the "vip.com fake rights protection" group, vip.com's fake complaint covers almost all the main categories of clothing, cosmetics, watches, parentage, home and so on.

Most of the complainants told Tencent technology that vip.com did not want to produce relevant certificates such as commodity authorization.

In addition to Jingdong tit for tat, Ali also luxury goods.

The company has been investing in its charm, and Tmall apparel has signed exclusive strategic cooperation agreements with many brands, all of which are regarded as pointing to vip.com.

With the pressure of competitors and tremendous growth pressure, vip.com is bound to accelerate the expansion of categories and enrich the sale of goods. However, suppliers of various kinds of products are hard to distinguish between genuine and fake products. Once vip.com blindly overlooks its qualification examination and leads to the spread of counterfeit goods, it will eventually damage consumers' trust and will cast a bigger shadow on the future prospects.

Vip.com's third quarter earnings report showed that revenue of $1 billion 363 million increased by 54% compared with the same period last year, but the first time there was a decline in the performance of the company, which broke the record of 14 consecutive quarters of revenue growth.

In contrast, vip.com's share price suffered a cliff breaking crash.

In less than 5 days from the early warning of the performance announcement to the official announcement, vip.com's stock price has fallen by 35%, and its market value has evaporated more than 2 billion 500 million dollars.

As of press release, vip.com's market capitalization of $9 billion 500 million, compared with the peak of $14 billion 500 million in the beginning of the year, has dropped by 35%.

From the earliest bloodshed to the emergence of a new force, the success of vip.com's sale mode is closely related to the development cycle of China's garment industry.

China is from 2011 to 2013.

During the period of serious overproduction, whether domestic brands or foreign brands appeared, there was a large demand for inventory clearance due to the high inventory. Among them, Lining, who had greatly expanded the army after the 2008 Olympic Games, was a typical representative.

Relevant data show that in 2012, the total inventory volume of the 87 listed companies in the textile and garment industry was as high as 73 billion 200 million yuan.

Such cruel reality has made apparel companies have to seek online help, while vip.com, which has precise positioning and can clean up merchant inventories, has been widely favored. It has attracted a large number of price sensitive users outside the second tier cities through buyout.

Starting from the fourth quarter of 2012, vip.com's revenue grew by more than 100% in the 10 quarter, of which the growth rate in the first quarter of 2013 was more than 200%.

In 2014, vip.com ushered in the most brilliant moment, becoming the fourth largest Chinese Internet listed company.

After cutting off a cake in the market through flash buying and special offer, vip.com tried to duplicate more success.

In addition to continuing to expand in the category, vip.com has been trying to group buying, open platform and overseas shopping in its mode, but these businesses are not successful at present.

And along with

The main line of the three or four tier city market is gradually saturated, and the inventory of major apparel enterprises has dropped sharply. Vip.com's growth has begun to encounter difficulties. Especially, some big brand brands are beginning to abandon vip.com, which is labeled as "clear up stock" labels. This also prevents vip.com from seeking more three or four line brands or European and American second-class brands to expand its category to maintain growth.

In the two quarter of this year, vip.com's total revenue grew by 100%, down to 75%, while the total revenue growth in the third quarter dropped to 54% again.

Vip.com expects net revenue growth of 43% to 49% in the fourth quarter.

Faced with the pressure of growth, vip.com also changed its previous caution in marketing and began to advertise a lot.

Vip.com CFO Yang Donghao said in the earnings report, "the growth of new users is worse than expected."

According to the earnings data, the total operating cost of vip.com in the third quarter was 1 billion 800 million yuan (about 283 million US dollars), an increase of 45% over the same period last year.

On the analysts' conference call after the three quarter earnings report, vip.com also attributed its revenue decline to weather reasons and was ridiculed by the outside world.

Jingdong is directly at the earnings analysts' conference to tease vip.com's "climate theory". It also bluntly stated that the growth of double 11 clothing category pactions is relatively healthy.

Jingdong also said that in the third quarter of this year, flash sales accounted for more than 1%, an increase of 300% over the same period last year.