After the US-sale of the fake storm: Electric dealers to rectify the international brand sales business

Absrtact: Online shopping has become a part of many people's lives, mainly because of its convenient purchase and price concessions. And the Internet to buy brands and luxury goods, is also commonplace. However, this is seen as the future of the big cake market, in the development also encountered difficulties

Online shopping has become a part of many people's lives, mainly because of its convenient purchase and price concessions. And the Internet to buy brands and luxury goods, is also commonplace. However, this is seen as the future of the big cake market, in the development also encountered difficulties. A few days ago, there is a media known as "祎 Peng Heng Industry" Company through the United States excellent products, Jingdong, Amazon and 1th stores, such as well-known electric platform selling fake international brands, the major electric dealers suspected of false sale of the scandal. For a time, the sale of fake events has become a popular topic of social software such as micro-blogging and micro-credit, sparking a stir.

The major suspects in the first time to make an official statement to restore corporate credibility, retain the hearts of consumers, thorough investigation of the matter, and related goods and related shops to carry out emergency racks and close processing, the interests of consumers to apologize for the damage and promise unconditional return service. However, the parties have different views and ideas on this response, after the sale of false waves, in the end should not buy brand name on the Internet, become the focus of public discussion.

Consumers：

Be cautious when you apologize

Although in this luxury goods sale false storm, each big electric business platform has shown the positive attitude, gives the consumer extremely high treatment treatment, wants the money to pay off, wants the ritual gift. But from the consumer's point of view, the majority of consumers in the apology at the same time, generally with a critical attitude to condemn unscrupulous businesses cynical selling fakes, not only contrary to the market's most basic integrity mechanism and professional ethics, with a bad atmosphere throughout the industry and disrupt market order, Also consumes the consumer to each big well-known electric dealer's trust and the dependence. Online shopping A family of Xiao Li said: "Customer is God, the most important business sales is to seize the customer's heart, to retain the source, but the sale of false events but the opposite, so that consumers of these electric business platform disappointed dissatisfaction." "Xiao Li believes that after the sale of fake events, will be appropriate to change their own online shopping habits, will be vigilant, reduce consumption, think repeatedly buy, reduce the desire to buy luxury goods online and reduce the number of purchases."

Compared with some of the consumers who think they should be "lesson wit", some consumers have negative views on the issue of international brand online sales. The Netizen small Qian thinks, the network false sale originally is very much, belong to the normal phenomenon, the net buys to be ready to be cheated. "In order to make profit, it is not acceptable for the electric dealers to sell false goods from their own economic interests and sales effects." "Once bought an international brand on the internet, Miss Zhang said in an interview, will continue to buy brand name, and will not be the impact of the sale of fake events, at most after a number of warn't the."

Senior Online shopping talent Huang More openly pointed out that in the cheated, there are a considerable number of people are "false cheated", in the heart actually understand. "They have a certain ability to identify international brands, is to know that the network is selling false goods, but their economic level can not withstand the high price of international brands, but also enjoy and covet the luxury of the vanity and great satisfaction, so on the internet to open one eye to buy Low-cost international brand. In fact, both the buyer and the mind are clear, this brand is not that brand. "Because of this part of the people's consumption mentality, promote the network of false sales development." For this part of the people, they will continue to buy such low-priced fake brand, to cosmetic.

Electrical business:

Rectify the international famous brand sale business

The source of international famous brand of electric business platform, authentic or not has been a controversial topic. and YOOX and other foreign international brands through the processing of limited famous tail goods, brand buyout or authorized new products, such as channels, China's electrical business and third-party suppliers more cooperation. The inspection of the supplier qualification is not rigorous, and even deliberately open a blind eye, resulting in the online luxury market now a mixed bag of the situation. For a long time, consumers can not see the authenticity of international brands online.

The fake event was not just the end of the third party supplier, but also the entire electric business industry, the sales of luxury goods began to restructure. The focus of the United States, began to reflect on its luxury sales strategy. After the outbreak of the event, the United States has suspended luxury sales, and plans to convert Third-party sales to Self-and, or invite brands directly on the platform for Sale. Another protagonist in the incident Jingdong also said, is to carefully comb the qualification of the seller to the document, the qualification is not complete or problematic businesses, will carry out repaying. International brand sourcing is very difficult to obtain, the real brand licensing distributors, in the world a handful. After the reorganization of the industry, I am afraid the most beneficial in addition to consumers, as well as catwalk network and so on for many years focused on the field of international brand vertical electric.

There are people in the industry said, Poly-Mei excellent products, Jingdong such a super platform, divided most of the flow, and once they began to clean up the supply, with a qualified supply of small and small, there is no supply can not be bigger. On the contrary, such as the only goods will, walk the network of these earlier in the luxury vertical field of the electric operators, then ushered in the opportunity. According to the introduction, Xiu Network began to focus on the accumulation of luxury goods since 2008, has long been the domestic suppliers to clean up, to ensure that only the use of the best overseas international suppliers, in the United States and Europe to establish warehousing, each order has been the formal customs inspection and declarations. This is why the show network delivery time compared to other electrical business to be longer. And as the major platforms to more stringent cleaning up the unqualified supply, catwalk network in the international and high-end goods faced by competitors and unreasonable low price will be reduced, so as to occupy a greater market share. Second, because of this crackdown, the public's focus on "authentic authorization" is unprecedentedly high, and there are very few international brand names authorized by the Government. At present, only Ferragamo and other international top brands authorized to go to the Show Network, Burberry authorized the day cat. Among them, the 2012 Ferragamo authorized to go to show the network, for the International brand License authorized domestic electricity business first.

For the sale of false exposure, many people believe that, although the short-term impact of the development of E-commerce industry, the major suspected of the reputation of the electrical business damage, reputation was damaged, but in the long run, but it has a certain positive significance. Before the disaster has been thoroughly consumed consumer trust exposure, can give the electric business industry sounded the alarm, to the electrical business practitioners a warning. believe that after the sale of the incident exposure, the electric Chamber of Commerce to strengthen supervision and supervision.

Experts：

Perfecting the legal construction of net purchase

"There is a survey data show that China's online sales of international brand 80% is fake." In particular, foreign imports of watches, if it is low price, it must be false watch, which is widely recognized in the industry status quo. Zhou Ting, dean of the Wealth Quality Research Institute, said in an interview with the Nanfang Daily that the identification of international brands has also contributed to a certain extent to the sale of false arrogance by the channel dealers and the electric dealers. "On the one hand, because of its lack of professional technical team in China, the general sales or shopping guide does not have a special expertise to identify technical knowledge, on the other hand, many international brands, in China has a substitute factory is not a secret." The existence of a large number of generations of factories, including the outflow of informal channels of some goods, led to the result that the brand did not know whether it is real or fake. And once identified, a lot of things on the ground surface, then the Chinese people have been in the hearts of the original plot of the lie will be debunked. So they would rather create scarcity in terms of qualifying services, and ensure their own noble ancestry. "In the eyes of experts, international brands are sold online, and the ethical self-discipline of businesses becomes particularly important."

In the opinion of the legal profession, selling counterfeit international brands online is already a serious crime. Guangdong Silver Mu Law firm lawyer Rofang said. "The unauthorized use of other people's trademarks, whether online or offline, is a tort." At the same time, deliberately concealing from consumers the fact of selling high imitation goods should be a fraud against consumers. Although these violations occur on the Internet, the same applies to the Consumer Rights Protection Act. If the fraud, the sale of false to a certain amount, may also constitute a crime. "The legal profession generally thinks, the national net buys the age, the country must keep up with the times trend, positively consummates the network shopping aspect the legal construction, the establishment consummation related domain legal system, the promulgation laws and regulations restraint and prohibits the network sale false counterfeiting to deceive the consumer's behavior." Increase penalties and illegal costs, so that speculators do not dare to start greed. The electric dealer also must standardize the mechanism, completes the third party supervision duty, cannot with the merchant. At the same time, consumers must have a strong sense of legal awareness and awareness of rights, to make clear that the sale of fake international brand fraud consumers is illegal behavior. Consumers should unite to safeguard their lawful rights and interests, and combine moral condemnation and restriction with legal authority.