The contention of the channel of Electric Business website

Information Morning Li

The Old King Xie Tong before the Tang, fly into ordinary people's home. Once regarded as a fashion luxury symbol of Swarovski crystal jewelry with the rise of the electric business site, increasingly reduced to cheap goods.

Despite the sales, the brand's aura is fading, sparking a backlash from Swarovski's offline agents. Recently, Swarovski said publicly, "the company has so far not authorized any website in China to sell Swarovski products." "Any infringement or illegal sale of Swarovski products on the Internet will be considered for appropriate legal action." In addition, Swarovski's owner also said that the Swarovski product warranty is only for products with product warranty cards and sales of small tickets, and purchased in the physical store. In other words, Swarovski products sold online are not guaranteed.

According to incomplete statistics, at present, Jingdong Mall, Taobao, Dangdang, Amazon, 1th stores and other well-known electric dealer sites have discounted sales of Swarovski products. Just for example, Jingdong Mall, Swarovski products near thousands. In response to Swarovski's censure, Jingdong Mall responded: "Jingdong Mall sales of Swarovski products are from legitimate channels, suppliers and brand manufacturers have legal qualifications, complete product procedures and with formal commercial invoices." However, Jingdong also said, "because Jingdong Mall sales of commodity prices lower than brand manufacturers price, we are actively communicating with brand manufacturers, look forward to and brand manufacturers to reach friendly relations of cooperation." ”

For the BoE, the blame from the manufacturers is not the first time. Before the most sensational also, when a world-renowned it manufacturer accused Jingdong of a certain brand of the projector price is too low, disrupting the price system of manufacturers. After this to nothing, presumably both sides are in the bones are holding the "war sum" attitude.

Of course, other than the Beijing-east, there are also a spate of similar encounters with other electric dealers. Previously, Dangdang has been due to discount sales of the shuttle table caused by the day shuttle dissatisfaction. Shuttle issued a statement, said, not to Dangdang authorized sales, shuttle China and the domestic authorized service center will not be Dangdang sold products to provide any warranty services. Earlier, Casio also claimed that the Casio watches purchased on the Jingdong, when and on a remarkable price, no matter whether true or false, will not offer any after-sale service.

However, today, Dangdang is still in the sales of the shuttle table, Casio watches are also in the major electric website sales. Those "without brand licensing" of the Electronic business site, in addition to ensure that the goods sold for the conduct of the goods, to participate in the national UNPROFOR, but also committed with the relevant suppliers in the scope of the law to be responsible for these goods-related after-sales service.

Why, then, do the protest brands "Light thunder and Rain"? It is not impossible if they really want to put an end to the actions of Jingdong and the east. In fact, brand manufacturers just do show, this show is done to the offline agents to see. In essence, the Electronic business site for brand manufacturers to expand sales only benefits, a rare disadvantage. The Electric Dealer website damage is the brand manufacturer offline Agent's benefit. See how cheap Swarovski's online prices are, and see how expensive their offline prices are. Of course, the cost of offline agents there, excluding wholesalers and retailers rebate, and then deduct the physical stores of electricity and water, rent, inventory, manpower, and so on, the cost is at least 20%-30% higher than the electricity quotient website. In addition, brand manufacturers generally implement the regional distribution channel sales price control strategy to ensure that the interests of the agents under the line. However, with the Internet, the Electronic business site, so that the boundaries of the region to naught, a Beijing users can completely buy the goods sold in Guangzhou.

Lenovo's "1+1" store once hot, now difficult to find traces. For brand manufacturers to do channels for the agents, should take this as a mirror, early to think of a good retreat. After all, brand manufacturers today can also for their own and the electricity business site "protest" a bit, but the future with the offline sales accounted for the gradual reduction, brand manufacturers will completely turn away with the electric business site to embrace together.