Brand Enterprises and the public "challenge" of the electric business

Economic Herald journalist Jiangwang

"As long as the purchase from the Internet, we are not responsible for after-sales service." "7th, Jinan Ginza Swarovski Counters staff told the Economic Herald reporter, in view of the net sale of discounted merchandise mixed, Swarovski (Shanghai) Trading Co., Ltd. has been in the purchase of products in the non-entity shop under the ban on after-sales service.

It is noteworthy that, for some time, the brand enterprise and the public "challenge" of the electric business is increasing. Dangdang 75 percent Sales Day Shuttle table, the power of unlicensed sales of Casio, have prompted the relevant enterprises to issue "no after-sales service" statement.

However, the reporter found that in the face of the enterprise chanting words, the electric dealers are still fearless to normal sales of various "unauthorized" products, about 60 percent of deep discounts abound. Dangdang's Day shuttle table has been hung "when the Self" label, and Jingdong Mall insists that its sales of "Swarovski" brand products are from legitimate channels, complete product procedures and with formal commercial invoices.

"Many well-known brand enterprises and electric business enterprises pinch The cause, mainly is the electricity dealer's discount sale violates the Enterprise line entity shop Dealer's benefit, has disturbed the brand price system." "7th, China E-commerce Research Center analyst Mo Dai Green to the Herald reporter analysis said.

Diverging

Recently, Swarovski (Shanghai) Trading Co., Ltd. said, "So far, the company has not authorized any website in China to sell Swarovski products." "The domestically warranty is only for products that have product warranty cards and sales tickets, and that are purchased at the entity store." In other words, Swarovski products purchased online cannot be covered by a warranty service at the physical store. The company also said it would consider taking appropriate legal action against all internet infringing or illegal sales of Swarovski products.

However, Swarovski's comments did not deter electric business enterprises.

7th, the Herald reporters in Jingdong Mall, Dangdang and other online shopping malls found that the sale of Swarovski products are still everywhere. Among them, Jingdong Mall's best-selling a crystal teddy bear the price of the pendant is 450 yuan, Swarovski official website announced the price is 720 yuan, discount margin of nearly 40%, and ensure that the goods sold are authentic licensed, with the machine to play invoices, with the goods sent together, with quality assurance certificate and Jingdong Mall invoice, Can enjoy the national UNPROFOR service.

Then the reporter visited Jinan ginza, expensive and shopping center Swarovski entity shop, its staff said, "to apply for warranty related products, if the above online shopping mall, we can easily identify, will not receive." ”

"Not only need the online mall commitment to the formal invoices, the formal entity stores sold products will have a corresponding" blue booklet, which will clearly mark the product model, the date of sale, and has the relevant entity store seal, as a voucher to enjoy after-sales service. "Even if the receipt is sent back to the company to apply for repairs, it will be returned directly and the entity store will be criticized for failing to identify," said Ginza, a sales person at the Swarovski counter. ”

Low-price resale or cause

The survey found that most consumers in the online mall to buy Swarovski products recognized. To the crystal chain of the above crystal teddy bear for example, 729 evaluation of the praise rate of 95%, the remaining 5% of the difference is also due to the difference between the description and the existence of flaws, rather than identified as fakes.

"Beijing-east and other electric dealers in low-cost sales should be attributable to the dealer's resale behavior." "Mo Dai Green said that because online sales can save the physical store a variety of operating costs, the price can be more than 20% cheaper, so do not rule out a part of Swarovski dealers will be sold online products.

"Although online sales can bring more profits to enterprises, they violate the market operating standards of brand holders." "As a brand holder, Swarovski must not allow different market positioning in the Chinese market," Mo Dai said.

"It may take several years if the legal process is resolved." Mo Dai believes that by pressuring dealers to terminate the transfer of sales or improve resale prices, or can become a breakthrough point of dispute.

The game will continue

Like Swarovski, Casio, shuttle and other brands have been due to dissatisfaction with the electricity dealer's unauthorized and discounted sales, issued a rejection of the relevant after-sales service statement.

In fact, the current licensing of goods, the law does not have a very direct provision, such "empty propaganda" can not effectively prevent the dealer's discount sales.

Mo Dai said that the electric dealer discount sales model will certainly affect the strategic positioning of some international brands. And the high level of licensing costs, will lead to the loss of their price advantage. The game between the electric trader and the offline enterprise will continue.