What Is Ma Yun'S Anger? How To Solve The Fake Problem?

Recently, Alibaba has filed a lawsuit against the people's Court of Qingpu District of Shanghai and Shanghai people's Court of Baoshan District, suing the evening newspaper and Fujian Honghao Tea Co., Ltd. for the purpose of publishing false contents in the new media, asking the other party to stop infringement and apologize, and claim 10 million yuan respectively.

In this regard, the electricity supplier operation experts, the well-known operator of the company, CEO, Cheng Yimin, believes that the problem of counterfeit goods is not only a problem of the electricity supplier industry, but a problem of China as a whole. Concentrating and amplifying contradictions in the electricity supplier industry, especially in Ali, is nothing more than trying to catch up with big events and expanding the influence of the enterprises themselves and their enterprises.

Ge Jia, a well-known media player, also negates this behavior in his article "do not throw any dirty water on the media". He thinks it is purely a marketing number and supports "prosecution for rights".

In this regard, I believe the industry has its own views.

And for the fakes that have been plaguing the entire electricity supplier industry, the author believes that the solution should be "traditional enterprise Internet +" + "electricity supplier generation operation".

Yes, you are to discredit, I come to wash the white, the author does not obscure this purpose.

Where did Ma Yun get angry?

For those two articles, there may be some gloating people who think Ma Yun's anger is due to the fact that these articles expose Ali's scars, so Ma Yun is furious.

In fact, the reasons for Ma Yun's anger are as follows:

First of all, the rumor took the situation of the country and planted it to Ali.

The problem of counterfeit goods has plagued China for many years, and has basically become a "national condition". Fraud has been covered in all fields of social life. In addition to various forms of product fraud, including food and medicine, there are various kinds of fraudulent practices such as academic fraud, data fraud, qualification fraud and so on.

So,

It's not Ali's problem. Almost all Chinese people have to deal with it.

And the emergence of Tmall Taobao, in fact, is a improvement to the problem of fakes. In fact, Ali has played a certain role in deterring the counterfeit problem, or let consumers have a certain degree of solution to the problem of counterfeit goods, such as the way of payment by Alipay. After receiving the goods, the consumers will receive the money after they confirm the quality of the goods.

And the evaluation mechanism also allows businessmen to do nothing about their products and services.

The rumor not only completely ignored this point, but also added a disgrace to the problem of faking goods on Ali's face. No wonder Ma Yun was angry.

Second, it ignores Ali's past efforts to solve the problem of counterfeit goods.

Ali has been plagued by counterfeit problems, but the responsibility for counterfeit goods should not be entirely Alibaba. First of all, consumers are often aware that they are buying fake goods.

Secondly, businesses, and countless small businesses do not have independent product R & D capabilities, do not cheat, and how to survive?

Even so,

For this reason, many efforts have been made, and even the company strategy has been changed repeatedly. The first change is the establishment of Tmall platform, and the second is to change Tmall's entry strategy.

Many people think that Ali created Tmall because of Taobao's fake problem. In order to give the brand a better selling platform, Ali created Tmall.

Tmall's feeling is to sell branded goods.

After that, because Tmall may still have some brands of fish and fish, Tmall has changed the policy of enterprise entry and invited the system. Only those enterprises on Tmall's white list can enter Tmall.

These enterprises are all traditional brands with certain popularity under the line.

Recently, Ma has even launched a "genuine insurance" for counterfeit goods, which can get 4 times compensation for counterfeit goods.

We can spare no efforts.

These initiatives, no doubt, to a certain extent, alleviate the problem of fake electricity supplier.

But the rumor has completely ignored this, and it is no wonder that Ma Yun will be annoyed.

Once again, it seems difficult to find solutions to the problem that plagued Ali.

Even so, Ali has never been able to find a fundamental solution, or there is a solution to this problem. Ali has made the layout, but it will take time to complete the layout itself, but the rumor will not bite it. No wonder Ma Yun will be angry.

Ali fakes layout: traditional enterprises Internet + is a good medicine.

I have had many kinds of communication with many industry experts, and they have different opinions about fake goods.

Some experts believe that the problem of counterfeit goods is difficult to solve in the short term. As a matter of fact, it existed long ago in the traditional commercial era. It is not only a problem of the electricity supplier, but also perplexing the offline business.

CEO, Cheng Min, an operator and a well-known operator in the Song Dynasty, said: "actually, I think Ma has a clear layout for fake commodities."

Regarding the layout of Ma Yun, Cheng Yi Min believes that in fact, it is to help the traditional enterprises to upgrade the Internet + by concentrating the offline brands to Tmall, enabling the brand to occupy the electronic business platform and drive the fake products out of Tmall.

As we all know, fake products are actually counterfeit brand products. In the process of Ali's pformation, if the real brands have come to Tmall, fake brands will naturally be hidden. Fake goods will naturally not be a problem.

In the past, the problem of counterfeit goods was not curbed because the entry threshold was too low, the enterprise registered a brand casually, looking for a factory to produce products, and then paid certain settlement fees to Tmall, which could be completed through a certain audit process.

But with the change of Tmall's entry policy, this threshold is undoubtedly elevated.

When only the real brand can enter Tmall, the counterfeit brand will not have the chance to enter.

And let the traditional line of well-known brands into Tmall's practice, in fact, is the traditional enterprise Internet + upgrading process - let the original line does not have the electricity supplier gene and the electricity supplier ability offline brand, namely the traditional enterprise or the traditional brand, has the electricity supplier sale ability, and through the interconnection network means can sell the product better, the business bigger, is not the Internet + what?

Interlocking: a better choice for running traditional enterprises to achieve Internet +

But why has Tmall been so long established that its entry policy has changed so long that the problem of counterfeit goods has not been eliminated?

The reason is that the Internet + way of traditional enterprises has not really been realized. Many enterprises do not have the ability to carry out the operation of electronic commerce. This leads to many brands that have not come to the line, or they can not see the effect for a while and give up.

Therefore, the reason why Tmall fake problem can not be solved is not that the traditional brand did not try Internet +, did not try to use Tmall to do business, but came to Tmall, and also failed to do Tmall, so finally it could only give up.

Traditional brands can't get in, which gives many fake brands more opportunities.

If we do not change this situation, let traditional brands have better profitability in Tmall, Tmall fake problem may still be difficult to solve.

And to solve this problem, because traditional enterprises lack the electricity supplier gene, one of the solutions is to search for the deep cooperation between the enterprises with the electricity supplier gene, and the electricity generation company is undoubtedly the only choice.

What traditional enterprises need to do is to shine their eyes and find a suitable company.

Tmall and Alibaba, perhaps, should more support the development of such enterprises, because the support of a traditional brand can only solve the problem of a traditional brand, and behind a generation of operation companies, perhaps is the path of many traditional brands of Internet plus. Only in this way can a good industry ecosystem be formed, and finally, the problem of counterfeit goods can be solved in the ecosystem.

According to the industry estimates, there are tens of thousands of Tmall generation operators in the country, more than 700 of which are certified by Tmall, but only more than 20 have been certified as gold service providers. In the industry, there are more than more than 20 well-known operators in the industry, such as Shandong Yano, clothing category, maternal and child class Dongguan Lok Chi, Beijing Ruijin Lin of food, Beijing new home appliances Beijing seven days, home, wedding, mother and baby, etc.