Where Does Tmall Jingdong "Kill The Red Eye" Brand Go From Here?

　　 Online retailers The big promotion of the platform should have been brand It is a good thing for businessmen to improve their performance and repay users. Today, however, the business platform for killing red eyes will only make brands more and more difficult.

"TOP brand business is very tangled and painful." In June 7th, I talked about the day before. Tmall When competing with Jingdong for brand names, a senior brand executive who did not want to be named told reporters. The source pointed out that under normal circumstances, the large brands need to rely on the flow of large platforms for promotional activities because of the demand for traffic, but it is also inevitable that there is "two heads to please" mentality, and all parties are unwilling to offend. "This time, Tmall and Jingdong are making strong efforts in promoting nodes, so that the original brand owners who want to get the best of both worlds are embarrassed."

The war between Tmall and Jingdong broke out in June 6th. On the same day, the WeChat public number of Alibaba's media pushed an article titled "a return key, Jingdong batch locking up the back market forced sales promotion" article. The article points out that Jingdong has pulled nearly 100 brands to the Jingdong venue and participated in related promotional activities, forcing businesses to withdraw from the venue, locking down the background, and even sending micro-blog's accusations.

However, another suspected businessman broke the screenshot that Tmall had given three choices: announcements, micro-blog and the next venue, otherwise it would severely punish businesses and even stop all traffic in Tmall. Therefore, many businesses are under pressure to send micro-blog "accusing" Jingdong to lock in the background.

The war that has been brewing for a long time

The raging fire that once burned in the "double 11" period and hinted that the brand merchants "queue up" now spread to "6. 18".

According to the world clothing and shoe net, in June 6th, Alibaba's media published an article saying that in the morning, many costumes, including brother, Ordos, Lily business fashion, Eve Li, Chu language and so on, issued a statement on micro-blog to condemn Jingdong, saying that the latter had forced the brand into the event venue without the consent of the brand and participated in its designated promotional activities. For brands demanding exit from the venue, the Jingdong forced to lock the backstage, causing businesses to do nothing about their shops.

However, as of the evening of 7, the reporter did not find in the official micro-blog, such as brother, Eve, Yan, Ordos and so on, to denounce micro-blog in the article. The reporter contacted one of the businessmen who did not want to be named. The businessman said he did not issue micro-blog.

In addition, the reporter also noted that the so-called "brother" in the screenshot of the article, micro-blog's user name is "brother -Elan", not the official flagship store micro-blog of the brother brand. At present, the account is not in search.

Shortly after the article was published, the story reversed. A suspected businessman broke the screenshot, saying that Tmall's little two suggested that by stopping businesses in all Tmall traffic and other punishing measures, forcing merchants to send micro-blog to "accuse" Jingdong locking back stage.

Jingdong explained that in the early days of "6 / 18", a large number of businesses had already signed up for Jingdong activities. Jingdong also put in advertisements for advertisements.

"E-commerce promotion war, the fight is sufficient supply and price concessions, Jingdong lock the background of the core is to lock commodity inventory, to ensure adequate supply of Jingdong." The brand executives analyzed.

Another person close to Jingdong said that Jingdong's move also had its own difficulties. "The agreement signed by brands to participate in Jingdong promotional activities should have been signed long ago, who knows that there will be a sudden situation." This time the brand is forced to break the contract because of a sudden situation. "

In fact, the outbreak of this conflict is just a concentrated display of "cat and dog" war during "6 / 18" this year. As early as yesterday, both sides had already started wrestling. It is understood that Tmall requires some clothing brands to withdraw from Jingdong's "6. 18" activities, otherwise they will handle the merchandise inside the store.

In the face of Tmall's initiatives, Jingdong's fashion department has announced to businesses that it will launch a key support plan for the fashion related categories of core businesses, including "dragon program", including the exemption of KA merchants up to 3 years of commission and platform usage fees, providing free resource support for KA businesses in the future activities, such as KA businesses being forced to make tough choices resulting in unsalable stocks, and Jingdong fully helping KA businesses digest, so as to fight back.

In the face of competition, it is also reflected in the Ming Dynasty. In addition to the above clothing category, Jingdong's advantage category -- mobile phone 3C manufacturers will inevitably become a victim. Recently, micro-blog's real name authentication as "Tmall mobile business manager" Pan Zhiyong, publicly denounces Nubian mobile phone as "Ma Rong type enterprise". According to people familiar with the matter, Nubian is a business invested by Suning and an important partner of Tmall. However, in June 1st this year, the newly flagship mobile phone Z17 was sold only in Jingdong, and Tmall had no source of supply.

The grey area of "two elections"

Around the above "two election one" rumors, Tmall has not yet responded positively. However, there are third party comments forwarded by Tmall people, implying that Tmall can not ask merchants to "choose two".

It is worth noting that since 2015, the SAIC has issued a "temporary regulation on the management of centralized promotion of network goods and services" for the "double 11" and "double 12" electricity providers. According to the Interim Provisions, as the organizer of the centralized promotion, the third party trading platform needs to check and monitor the promotion activities of the network merchants. If it is found that the merchants have illegal activities, they can stop providing the third party trading platform services and publicized them.

In addition, under the new regulation, the platform must not restrict sellers from participating in the promotional activities of another platform, that is to say, it is not possible to implement the "two election one".

However, another fact is that reporters contacted many enterprises, but the topic of "two election one" was kept secret. "Official documents will never say" two election one ", only requires that the price has the lowest price guarantee for the whole network and the inventory of goods that match the sales target of the declared activity resources. How do you manage all kinds of hints? "Said one insider of a brand enterprise.

"Today's network trading platform is closer to consumers, so the discourse power in the industrial chain is bigger and has a very strong market dominance position. The reason why it appears similar to the" two election one "is also related to this. "In fact, relevant laws and regulations have already stipulated the situation of retailers squeezing suppliers, such as the provisions of the Ministry of Commerce on the relationship between retailers and zero purchase," Anti Unfair Competition Law "and so on. What we need to do now is to make these laws and regulations" e-business ", said Hu Gang, a Beijing Chaoyang law firm.

In the view of Hu Gang, it seems that the platform competition like "two elections and one election" seems to be difficult for businesses, which will eventually bring inconvenience to consumers and even affect the interests of consumers. "According to the second law of the anti unfair competition law, market competition should follow the principle of honesty and credit, and the situation that platforms must compete to squeeze brands must be curbed. Otherwise, relevant departments should talk with each other, and businesses and users should also advocate their rights and interests.

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