American Makeup electric dealer to fight against the big websites who moved the cheese

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A total of 1 billion euros of counterfeit goods, 65% from China, were collected by European Union customs in 2012, according to data from the Silicon Valley network. Since the beginning of the year, makeup dealers have been at the forefront. Beijing East Beauty Makeup fake event Let the whole beauty makeup industry into a crisis of integrity, and then, poly beautiful products, le Bee, every day beauty makeup and other cosmetics sites have been involved in the issue of fake doubts. Makeup electric dealers "fake incidents" endless, in the end is the enterprise mutual attack, or does it matter?

And the United States makeup electric dealer busy and sell false draw a draw, in order to keep the signs tired of the air. "We've been thinking about what we can do to make the beauty industry say goodbye to fakes," he said. "Poly Mei Excellent products Senior Vice President Liu Huipu said. Poly-Mei excellent products to break the industry "rules" in Maybelline, Lange, Homoserine, affordable herbal, Bai Cao set, such as more than 60 well-known beauty makeup brand support, the first cosmetics anti-counterfeiting code system. And the founder of Chen Au and its team, the recent around, visit the target is the beauty brand, they need to persuade more brands to join its original genuine Alliance anti-counterfeiting code system.

This joint industry up and down the closed-end to fight, to fake beauty makeup on the killer, but this destructive innovation, but also attract the industry's doubts and attacks.

Poly-Mei Excellent product Force security code encountered resistance

August 1, the makeup of the electric dealer's fight against counterfeiting official start. Compared to the industry giants continued the war of words, poly-US excellent products to the first break the industry "rules", together with more than 60 well-known beauty makeup brand set up a genuine alliance, and jointly launched the first cosmetics security code system ——— to cosmetics with "identity card", consumers to identify the authenticity of a reliable basis.

Fakes have always been a problem for electric dealers, brand makers and consumers. Jing-dong, poly-mei excellent products, le Bee, every day beauty makeup and other cosmetics sites have been involved in the controversy of fakes, and its customer service are also trying to sell products as a description of the identity.

"We never sell fakes, but we are constantly challenged. A method must be devised to solve the problem. Liu Huipu said. This is unprecedented in the American makeup industry. It is revealed that the security code in the course of the progress is not smooth, this has just begun to operate the fight against counterfeit weapon by a variety of challenges and resistance, on the one hand, some people questioned the membership of the genuine alliance is too few, in addition to more than 60 members of the Union, the rest of the products are not affixed security code may be fakes, on the other hand, anti-counterfeiting code system "Sell false shield". Security code from the outset was questioned by various voices.

"There are 60 of them, this is only the first batch, there will be more enterprises in the future to join the anti-counterfeiting code counterfeiting." and the sale of false shield is not to mention. "These security codes are under the data of third party monitoring and are connected to cosmetics," Liu Huipu said. ”

Whose cheese did you move?

It is reported that the cosmetics market share in the growing, 2012 China's cosmetics market size of 96.3 billion yuan, after the United States of 143.9 billion yuan and Japan's 167.7 billion yuan, ranked third in the world. Cosmetic electric dealers by virtue of cost advantage, make the net profit of beauty makeup become higher. And behind the profit is the competition of business. Poly-Mei Excellent product security code for consumers to create protection to win a certain market opportunities. But it also moved the cheese of the merchants. Why the security code only poly-Mei excellent products posted it? "We are only faster than the industry response point, I think the future will be affixed to the security code, Jingdong, Le Bees will be posted, because only in this way can really say that we are not fakes." And it is precisely because of this step, let peers feel the "pressure."

In the fakes industry, cosmetics are very lucrative industries, this industry chain can even have hundreds of times times the return on profits. It has long been a region of fakes.

A person in the electrical business industry, although the crackdown in the past few years is particularly strong, but the electronic makeup of such a phenomenon is still serious, the United States excellent products in the well-known cosmetics enterprises under the support of the act of sticking anti-counterfeiting code, no doubt to the fake market to bring a punch, is bound to withstand. "Your innovation destroys other people's jobs and will naturally be resisted." "360 founder Zhou has repeatedly to the media to express their time to push free antivirus when the encounter, and the United States excellent product of destructive innovation is undoubtedly the same."

A well-known electric business analyst Wang Gang said, as the industry "spoiler", poly-mei excellent products to fight against the resistance is also the line under the traditional American makeup distributors. And the United States excellent product Vice President Liu Huipu also frankly, online product security code can fight the movement of goods, but hurt the offline distributor's interests, resulting in the distributor of this exceptionally sensitive. Including the mall large counters to a certain season will be clearance processing, once the implementation of security code, clearance activities will be contained; Moreover, the size of the electrical business can not be underestimated, once the line using security code, online advantage will be more sufficient, leading to two kinds of sales model head-on confrontation, many brands in the Anti-counterfeiting code cooperation under the line under pressure.

However, the Chinese Consumer Association and other organizations of the Genuine Alliance Anti-counterfeiting code system is highly rated, China Association of Consumer Goods and Services Evaluation Committee director Lu Jinbo said that the network of fakes are to consumers ' rights and interests to bring a huge threat, the use of anti-counterfeiting code systems and other advanced technology means to combat online fakes is very important for the electric business industry is also quite demonstrative.

Industry perspective: The Future of anti-counterfeiting Code "Revolution"

Domestic first-line cosmetics electric dealers such as poly-mei excellent products, le Bee, Jingdong Mall, in the makeup of fake goods sold in the storm, no one spared. However, the industry analysis, the Electronic Business platform for sale is still questionable. In the business model of maturing, market share of the rapid growth of the U.S. market, Poly-mei excellent products, Jingdong, Lok Bee Such a certain scale and a fixed consumer groups of companies, its fake risk is high, the sale of fake cost is far greater than illegal income, the United States makeup electric dealers intend to sell leave to seek profits, is very likely to be groundless, and the root cause of the existence of fakes is the U.S. makeup electric dealers in the market on the parallel, fleeing the goods to resist the adverse.

But security code this kind of practical and market-popular technology once appeared, will become a boycott of fake beauty makeup of necessities, at this time, the industry's big names will face two choices, one is to join the Genuine Alliance anti-counterfeiting code system, which will effectively expand the alliance to fight against the strength of the market and consumers are good, and the second is to continue to exclude security code, This gives up the opportunity to root out the market, with the expansion of the genuine alliance and consumer recognition, will face the risk of marginalization of the market.

Poly Beauty products have been 360 to push the story of free antivirus self cheer. 360 founder Zhou once said, "every industry in the forefront of the times if you do not follow the trend, then you must be eliminated, avoid useless, can only follow."

According to Liu Huipu, deputy president of the United States, the Genuine Alliance anti-counterfeiting code system in 100 days may be added to 150 brands, with the addition of upstream and downstream enterprises, the genuine alliance to combat counterfeit cosmetics closed loop gradually improve the security system will continue to grow.