How To Identify Shanzhai Brand Shoes By Reducing The Price Of Lightning?

World clothing shoes and hats news in recent years, there are endless brand name brand shoes on the market, some brands have filed trademark lawsuits, and regulators have also checked illegal businesses. However, in the endless channels of e-commerce,

It's more difficult to ban.

A reporter recently noted that in micro-blog, today's headlines and other young people's attention to the platform, a flagship low discount online shopping App "lightning price" crazy advertising, the platform brand shoes sold at the lowest price of 90 percent off.

However, some consumers posted posting on the forum saying they were worried about buying "Shanzhai products".

In the pursuit of verification, the price reduction of lightning calls itself "goods have formal authorization", but the brand sold by the reporter interview platform, such as Nike and Adidas, is told that "without Nike official authorization", "Adidas" and "Adidas".

It doesn't matter. "

According to industry sources, the difficulty in safeguarding the rights of high imitation footwear is also that the brand side is unwilling to open the appraisal function, and is worried that illegal businesses steal relevant technologies, making the cottage products more realistic and difficult to identify.

Recently, a reporter received a complaint from Mr. Zhang that a business platform named "lightning reduction" was widely used to promote discounted goods in micro-blog, today's headlines, UC and joggled social media platforms. So it tried to shop on the platform, bought a joint price of several thousand yuan, Nike shoes Undefeated x Nike Air Max 97, and the "new customer exclusive price" displayed on the platform was only 499 yuan.

It is understood that the Undefeated * Nike Air Max 97 series was put on sale in September 2017, and the price was $180, about 1135 yuan.

At present, the purchase price of the shoe is RMB 4000 yuan, and the price of the lightning reduction platform is equivalent to about 90 percent off of the market price.

However, Mr. Zhang said that after receiving the goods, the shoes were found to be rough and "pungent smell, which is different from those in Nike stores".

Later, according to the "shoe identification comparison method" course, which was popular on the Internet, Mr. Zhang found that the shoes had a larger distance between the shoes and the letters, and were not sure whether the shoes were genuine.

Later, Mr. Zhang saw in the comments on the price reduction of lightning App, one of the netizens commented that "lightning counterfeit, do not be cheated by their own brush."

In addition, the reporters also found that some of the comments in the comments were very similar. For example, from December 6th -23, there were 8 five-star favorable texts almost identical.

At present, the App has 16875 comments.

In this regard, the reporter tried Sina micro-blog, Baidu post bar and other platforms to search for "flash price" keywords, see some of the message about quality problems.

One of them, a netizen named Wu Qi, said, "is lightning all the same thing? No matter how much it sells, fake products are 100%". There are also netizens saying, "I bought a pair of shoes last month. At the first glance, it is fake, even low imitation is not as good as what to report."

Subsequently, the reporter tried to register the account in the lightning price reduction platform, and immediately obtained 18.2 shares of "lightning shares". Under the platform, "my fortune" module showed that there was already 2 yuan RMB. When the reporter invited others to register the lightning price reduction account, he received a 2 yuan cash reward.

In the introduction of flash stocks, these stocks can be increased with consumption and invited friends to grow.

For Mr. Zhang's shoes "whether it is genuine" doubt, the reporter learned from the lightning price customer service personnel department, "platform sold goods are genuine."

When the reporter asked whether the above shoes were authorized by Nike, the customer service staff gave a positive reply.

Mr. Zhang also mentioned that the Nike shoes he had purchased showed that the shipment was delivered to Fujian, not the location of the company located in Shanghai, where the flash price dropped.

Beijing Business Daily reporter noted that the lightning reduction of the PC end of the official website description, said, "lightning prices will insist on selling only genuine goods, only selling good goods, only selling benefits......"

In addition, the reporter saw the sale of goods sold by lightning in the course of the sale of App, and found that a COACH (KC) classic C backpack showed the original price of 2299 yuan, and the platform price was 779 yuan, about 66% off.

But the brand is marked on the page as MK (MICHAEL KORS).

However, the relevant person in charge of Nike confirmed to reporters that "Nike brand products sold on the platform of flash price reduction were not authorized by Nike", and suggested that consumers should buy products through Nike's official channels.

At present, Nike's official sales channels include Nike self owned and authorized entity shops, as well as Nike.com, Nike Tmall flagship store, Jordan Tmall flagship store, SNKRS mobile phone application and other Nike self operated and authorized partners.

These official sales channels will clearly indicate that Nike is self operated or authorized by Nike to issue a written authorization.

Adidas, another sports brand selling on the platform of lightning price reduction, told reporters that the platform did not get Adidas's official authorization and had nothing to do with Adidas.

At the bottom of the lightning down official website, we wrote, "at present, there are more than 3600 famous brands in the world," showing the "brand entering" telephone, but the reporter has never been able to get through the phone.

It can be seen that the price reduction of lightning is closer to the form of suppliers, but the obvious position of the platform page does not give this introduction.

A senior official in the shoe and clothing industry revealed to reporters that "at present, the market profit of the high imitation market is very large, and a large number of goods other than brand self purchase and friends purchasing are all produced in Fujian and other places. The proportion of fake shoes in non official channels is as high as 80%."

He said that with a pair of high imitation shoes with a price of 300 yuan, for example, merchants can increase their price by 500 yuan, and sell them at 800 yuan. The net profit is about 400 yuan, which is 133% of the purchase price.

"It's hard to identify some ordinary consumers, and even the official is very difficult to identify the authenticity," he said.

In fact, reporters found that many consumers in the lightning price reduction platform has returned difficult phenomenon.

Among them, the China Electronic Commerce Research Center in August 17, 2017 issued a bulletin entitled "lightning price reduction" suspected selling fake, refund refund is difficult to reply: the return of goods, "the announcement shows that" Ms. Ma bought a commodity at the price of lightning, which has been identified as fake in the relevant identification forum, but this website requires a certificate of business to refund, but the business sector does not have this business. "

However, the price reduction of lightning indicates that the user is mistaken for the authenticity of the forum. The platform has regular brand authorization, and the stuffed products, special products, and their own pages also indicate that they are not returned.

It is worth noting that the official micro-blog, which has reduced the price of lightning, has stopped updating in November 2016, and the reporter found that every previous micro-blog comment function was closed, and consumers could not leave a message in micro-blog or comment on the quality of the recommendation.

Reporter inquiry found that the price of lightning is the parent company of Shanghai Huan Shang electronic commerce company.

Reporters in Shanghai online petition petition (complaints) center official website saw a "Shanghai Huan Shang e-commerce shopping App lightning price declines, public sales fraud deceive consumers" letter of complaint, the date of the letter is November 27, 2017.

The letter said, "the price reduction of lightning is almost the majority of the brands sold by App, which are not authorized. They are basically forged products, but they all have genuine guarantee, and businesses and platforms are assured of genuine products".

In addition, the reporter saw that the China Electronic Commerce Research Center issued a notice in August 30, 2017, entitled "users questioned the price reduction of lightning, the real and fake products have been linked to solve". The content shows that users have received a complaint from Mr. Shan, saying that the price of lightning is suspected of selling.

In his complaint, Mr. Shan said, "the goods purchased at the price of lightning are not authentic, the fabric is wrong, and the work is very rough.

Customer service is also a way to solve problems by prevarication.

And the platform has no relevant authorization.

For consumers suspected of counterfeit goods but difficult to safeguard their rights, Su Hao, lawyer of Tianjin Sai Chuan law firm, told reporters that if consumers buy fake products, they can negotiate with sellers. Many businesses understand the consequences of selling fake products. Direct negotiations can sometimes save a lot of trouble.

If it can not be resolved, complaints can be made to the relevant departments of the consumer association or industry and commerce. If it can not be settled, it can be sued or arbitrated to the court or arbitration agency.

Consumers are advised to keep relevant evidence well.

At the same time, the provisions of the fifty-fifth law of the consumer protection law show that if operators provide goods or services with fraudulent acts, they shall increase the compensation for their losses according to the requirements of consumers. The amount of compensation is increased by 3 times the price of goods purchased by consumers or the cost of receiving services, and the amount of additional compensation is less than 500 yuan, amounting to 500 yuan.

An authoritative person who has worked in the shoe and garment industry for many years said that the difficulty of safeguarding consumers' rights at the present stage was mainly due to the fact that most brands did not open official identification channels.

He said that most brands have the ability to identify counterfeit goods, but because of the complexity of intellectual property rights and the high level of confidentiality of identification technology, the open appraisal department may lead illegal businesses to steal technology and use them in Shanzhai products, which will cause the manufacture of Shanzhai products to be more compacting, and finally make the brand officials unable to authenticate the authenticity of the commodities, thereby disrupting the sales of the market.

Lai Yang, executive vice president of Beijing Institute of business economics, said that consumers can not see the real state of commodities on the platform of e-commerce, and consumers can easily be induced by the platform.

Although the price of lightening has been repeatedly complained, no public punishment has been seen. "Even if the merchant is punished, the income of the platform may be far more than the fine, so the platform can not stand up, but if a lot of bad reputation is accumulated, it will lead to the decline of the platform."

As for the identification of footwear products, Lai believes that the platform is not unwilling to open the appraisal, but is difficult to identify.

If some manufacturers get the official authorization of the brand, they may also privately exceed the order quantity production under the condition of lax management, and sell the surplus products in private channels.

When a manufacturer violates the agreement with the branding agreement and loses the authorization, the merchant may continue to manufacture and sell in the name of the brand. The quality of the product may not be very different from that of the genuine product, and the brand side is more difficult to identify such illegal products.

"Even if the phenomenon of high imitation is solved, brand infringement is hard to put an end to," said Mr. Li, a purchasing agent who has been engaged in high imitation footwear industry for many years.

Mr. Lee said that the price of App was also heard by himself, but he did not sell the goods on this platform because the traffic had no big platform and the income was small.

He said that the current high imitation phenomenon is difficult to eradicate, because the high imitation industry has huge market and interest driven.

Regarding this, Hong Tao, director of the Institute of Business Economics of Beijing Technology and Business University, also said that the appraisal bodies of enterprises themselves could not meet the needs of the whole society, which required the cost of the enterprises to be too high. Therefore, there should be third party accreditation bodies to provide social services.

This requires cooperation with the brand side to fight against counterfeiting. The strength of enterprises alone is far from enough.

On the contrary, the strength of the third party accreditation bodies is not acceptable, because the expertise of the third party appraisal institutions is far less than that of the enterprises themselves.

At the same time, we need a complete governance system at the present stage, which relies on the joint efforts of the government, industry associations, the third party testing center and the platform side.

Hong Tao believes that there is a misunderstanding in the fight against counterfeiting, that is, enterprises or platforms want consumers to fight against themselves. In fact, consumers can only play a supporting role. Ordinary consumers seldom have the energy and time to fight against a commodity.

"Now consumers may even feel very troublesome about returning products, let alone fake."

The industry believes that not only is it

Many industries are plagued by fake commodities, but improper governance or governance may lead to the whole industry being affected.

Hong Tao also said that the Chinese government may not have fulfilled its full responsibility in the fight against counterfeiting. Governments around the world are promoting the development of their own enterprises, while our country attaches great importance to supervision but neglects development. However, the purpose of regulation is to develop the industry, so governance is not only dependent on the government, but we must work together.

On the other hand, anti-counterfeiting needs to achieve effective regulation of the network through big data and cutting-edge technology.

According to industry sources, Alibaba realized 97% of the fake goods filtering through network technology, and the remaining 3% were

Complaints and reports.

According to the annual report of Alibaba intellectual property protection published in 2017, Alibaba has committed more than 50 thousand yuan to the public security organs in the whole year of 2017, involving 1910 fake clues, 1328 destroyed sites and 4 billion 300 million yuan involved.

In addition, the Alibaba anti counterfeiting special forces team and the 23 provincial law enforcement agencies in the country have jointly launched offline fraud, and signed a strategic cooperation agreement with the public security organs of 12 provinces, such as Shanghai, Tianjin and Jiangsu, to carry out in-depth cooperation.

However, in the process of consumption upgrading and pformation, the concept of consumers should also be gradually promoted. At present, many consumers want to buy famous brands, and they are unwilling to pay high prices.

Hong Tao said that at this stage, the business environment is still dominated by low price competition, which will lead to the emergence of fake and shoddy products and the elimination of bad money from bad money. At this stage, it is necessary to change the environment so as to effectively control the phenomenon of counterfeit goods.

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