"Ant" PK "Elephant" e-commerce encounters transformation pains

This reporter Zhang Yixuan October 17 Afternoon, Hangzhou, Alibaba Business-to-business headquarters seven floors, "bright top" conference room. Jack Ma, chairman of Alibaba Group, is still a little tired and has a hoarse voice.　　"A little slack".　　More than 11 o'clock in the morning that day, Ma Yuncai walked down from the United States to return the plane, which has been his second time this year from the United States hurried back.　　In the media communication meeting, MA Yun again insisted that "principle never retreat", but he also admits that in the new rules of communication methods and ways there are problems, need comprehensive reflection.　　On that day, for small and medium sellers on Taobao mall new rules of controversy, Taobao Mall adjusted the implementation of the new rules, and announced that Alibaba will invest 1.8 billion yuan to support Taobao mall sellers.　　At the same time, in the "anti-Taobao alliance" gathered yy voice channel, there are still some sellers gathered to express their views, continue to protest.　　New rules "Trouble", small sellers "forced palace" Taobao this High-profile "siege" incident began from October 11.　　That night, Han are clothes, Osaka, seven, excellent Uniqlo Taobao Mall, such as the big sellers, suddenly found in their own stores flooded hundreds of "buyers." "Buyers" quickly photographed goods, paid or selected "Cod". Businesses have not had time to be happy with the increase in sales, found just payment of "pro" has been in the "Application for refund", at the same time, in the evaluation area, there are a large number of 0-1 points of the difference, the business credit was significantly lower, and the return rate is straight up, the normal business almost impossible.　　In the days that followed, things continued to spread, and the teams involved in the "buying" act and the businesses that were attacked continued to expand. Taobao Mall data show that as of October 15, a total of 112 businessmen were attacked by bad shot.　　October 11 to 15th, compared with normal, Taobao Mall daily turnover soared from more than 19 million to 48.69 million yuan, but Alipay payment rate from 56% to 0.8%, refund plus complaints from 7% Sharp to 96%. October 10, Taobao Mall launched the 2012 merchants to renew and Rules Adjustment Bulletin, is considered the attack of the "fuse." In accordance with this bulletin, from 2012 onwards, Taobao Mall in the merchant's technical service fee will be increased from the previous 6000 yuan to 30,000 yuan and 60,000 yuan two grades, when sales reached 360,000 to 1.2 million (the amount due to different sales category), this part of the cost will be returned;　　From the previous 10,000 yuan rose to 50,000 yuan, 100,000 yuan, 150,000 yuan range (frozen in the Alipay, such as businesses to a certain degree of default, will deduct part of the margin, for consumers to pay first).　　The announcement shows that the deadline for payment is December 26, 2011, that is to say, all the merchants in Taobao Mall have to take out more than more than 100,000 yuan before the end of the year. In some small sellers, it is quite unbearable. Some sellers said that a one-time deposit of more than 100,000 yuan, will greatly affect the flow of funds. There are sellersSaid the price increase is "sudden action", they did not have time to prepare funds. There are small sellers more blunt this is a kind of "bridges" behavior, "Taobao Mall was founded when relying on a large number of small sellers to elevate the popularity and sales, and now raise the funding threshold to squeeze us out, this behavior is intolerable." "Never thought of coming out and causing so much repercussions. Do not see the full picture of the rules, to attack us, we feel very wronged. Taobao Mall President Zhang Yong said, "whether the annual fee has risen, business operating costs have increased, according to the design of the return policy, and finally look at the merchant itself." "To clothing business as an example, Taobao Mall has given the return of all service annual fee standard: Service capacity reached 4.6 points, the annual turnover reached 1.2 million yuan."　　In Zhang Yong's view, for a business enterprise operation, these are the most basic standards.　　However, some small sellers do not accept this statement, in their view, Taobao Mall to give the scale of operation is not easy to achieve. Analysys International analyst Shou said that every time Taobao changes the rules of the game will cause shocks, and in recent years the interests of the victims have been small and medium-sized sellers.　　This rule changes, should be regarded as Taobao to give up small and medium-sized sellers, concentrated advantage of resources to feed the beginning of large sellers.　　12th, Taobao Mall gave a solution: Taobao will be just the beginning of the integrity of business to provide "Taobao Mall store a key transfer Taobao" function, retaining historical transactions and credit records. However, the dispute has not ceased.　　In the "anti-Taobao alliance" gathered yy voice channel 34158, gathered the number of people all the way up to more than 50,000, was attacked the shop is also increasing, "poly", "through train" and so on are also listed as the target of attack. In the evolution of the incident, the Ministry of Commerce's intervention also caused a little psychological change.　　15th, the Ministry of Commerce website released a message, said that I hope Taobao Mall to take positive action to respond to the reasonable requirements of small and medium-sized businesses, but also stressed that the relevant enterprises and individuals must follow the legal channels to express their demands.　　Since then, 16th morning, "Anti-Taobao alliance" suspended part of the activities. Mall "uncompromising", but adjust the implementation of the new rules "I wrote in my own hands four or five words ' endure ', remind yourself: to endure, don't lose your temper.　　"At the beginning of the communication meeting on 17th, Ma said. "My saddest thing is this week. "Ma said," he heard a song on the plane: hurt you the deepest person, is often your favorite person. "Some of the attackers are people with ulterior motives. Taobao Mall CEO Zhang Yong introduced, through technology positioning and screening, the total number of people involved in the bad shooting incident is 5599, only 11% of the total crowd.　　In addition, in the crowd management, there have been 17 of the identity of the identification, of which nearly half in Taobao Mall and no shops, and Taobao mall on the shop has been due to the sale of all kinds of illegal behavior by the mall punished. Ma Yun said, business unrest is also reasonable, our idea is right, but the method may need to be more perfect, to the lack of means and methods to conduct a comprehensive counterIbis。　　As a result of "reflection", Taobao Mall announced the support measures for businesses, including annual fees, security, loan guarantees, increased investment, into Taobao business. Taobao Mall to drive out the small sellers of the argument, Zhang Yong stressed "never meant to pass the new rules to drive people away." Ma said, after the calculation, the real impact of the new regulation is more than 50,000 business 5%, about 2,500, and the real involvement of the business of about 400. "Over the past 12 years, the development of Alibaba and China's small business development weal and woe, I am proud." Zhang Yong's view, this incident stems from Taobao Mall and Taobao (Consumer-to-consumer) The positioning of the two brands has been some confusion. "Taobao has always been a park for entrepreneurs, and it's never been a small seller from scratch." and Taobao Mall in Alibaba Group positioning, from the beginning is a platform for business, the mall must be a real enterprise management site. "For the change rule is to IPO, MA also made clear that" next year will not be listed, Taobao Mall will not be listed separately. "With Taobao Mall 17th announced the support measures, the situation has a certain calm, but not completely stopped."　　From 18th night situation, "anti-Taobao alliance" in the YY voice channel also gathered around 10,000 people. Some small sellers expressed understanding. There are sellers say, at this time, everyone step back is a reasonable way! There are also sellers that reasonable price increases we can accept, please give us some time to cushion.　　But there are still some sellers say this is tactic, to launch micro-blogging and so on.　　There are also sellers said that the promotion of a broad and authentic and effective hearing system, set up by the electric business platform, the network and the government functional departments of the tripartite participation in the industry pricing mechanism. Qiping, Secretary General of the Information Research center of Cass, said that from now on, the problem is moving towards the solution.　　However, in the long run, the problem has not been fundamentally solved, only for small micro-enterprises to introduce appropriate policies and models for their development, can really promote the development of small micro-enterprises.　　Refraction of China's e-commerce development and transformation of the "pain" in the relevant experts, the new rules Taobao Mall reflects the transformation of China's e-commerce pain. China's e-commerce has gone through the course of more than more than 10 years, maintaining a sustained growth trend.　　As of the end of 2010, China's business-to-business enterprises have reached 9,200, and the number of enterprises and other electronic business models have reached 15,800, and the personal shop has reached 13.5 million. China's E-commerce market continued to grow, by the end of 2010, the market turnover has exceeded 4.5 trillion yuan.　　It is predicted that by 2015, the transaction size of E-commerce platform will increase 5-10 times. Qiping that, if the future size of enterprises, businesses can be in the electric business platform to find a suitable business model for their own development, "then the ' small sellers ' siege ' big sellers ' is China's E-commerce domain transformation of the ' labor '." "Small micro-enterprises, businesses should also change the concept." "Qiping said,Refusing to transform is detrimental to the long-term development of small micro-enterprises.　　"Small and Beautiful" is the most suitable way for small micro-enterprises.　　Taobao "injury City" seems to some extent to other competitors to provide the opportunity, the family began the "Rob business" action to small and medium sellers to throw olive branch.　　QQ Mall on the home page hang out "QQ mall investment in the" logo, and will "have other electric business platform operating experience of the outstanding merchant" as can apply for green channel rapid flow of business conditions, and said that will provide billion of the marketing resources support. 14th, Dangdang in micro-blog commitment, in the short term will not improve the platform merchant fees.　　Product Poly Network is currently in the national Investment meeting, also played a "save the electricity business platform, is willing to invest in all the small and medium-sized electric Business" banner.　　In Dacheng law firm partner Weishin lawyer appears, Taobao mall changes in the new rules, from the business strategy has its rationality, but as a market dominance of the platform, in the promulgation of regulations, should also pay attention to and balance the interests of all parties. For small sellers of the attack, Weishin said that it is legally inappropriate, the attack on third parties and slander caused its damage, the need to bear civil liability.　　In addition, as there is a certain degree of organizational, it does not rule out the possibility of violating criminal law.　　Weishin analysis, the normal communication channels and relief measures of the loss, slowness and the current legal environment of distrust, but also caused by the small sellers attack the cause of one of the reasons. Of course, the incident also exposes the lack of relevant laws and regulations in the field of online shopping.　　Weishin said that at present, China's regulations on online shopping, many are agreed by both parties, the mandatory few. Relevant experts said, whether the platform, or sellers, and the relevant government management departments, should learn from the incident, accumulate experience, to avoid the recurrence of similar events.　　Mutual respect of the interests of all parties should be the first step.　　18th night, a manager in the answer to "whether to continue to engage in activities," the question, clearly said: temporarily do not engage in activities, to go formal channels, with Taobao dialogue, can not be used in a drastic way, otherwise we will say that we are mob. Link: "Twelve-Five" "e-commerce Development Guidance" published October 18 in Beijing, 2011 China (Beijing) E-commerce Conference and E-commerce Expo, the Ministry of Commerce officially issued the "Twelve-Five" guidance on E-commerce development,　　This is the first time the Ministry of Commerce issued a guide to promote e-commerce development of long-term policy planning documents. Directive opinion puts forward: by 2015, our country scale above enterprise application electronic commerce ratio to reach above 80%; the application of E-commerce to complete the import and export trade volume of China's imports and exports of the total amount of 10%; Share to:>> more