E-commerce channel once again embarrassed encounter

Mobil Oil Incident embarrassed the channel once again. Recently, a platform sold by Jingdong Mobil lubricants was shelved because of fraud, but the Beijing Business Daily reporter found that the mainstream electricity supplier platform is still selling "Mobil 1" lubricants, different types of prices from more than 100 yuan To 300 yuan range, and the sales side for the third-party automotive supplies stores, not Mobil.

Insiders believe that from the previous 3C, home appliances to the current beauty skin care products, automotive lubricants, a lot of authenticity of the argument for the channel war, which is not only a platform for the sale of merchants, the illegitimate competition, but also E-commerce platform oversight oversight responsibility, can not be ignored there is neglect of the brand business users demand for online shopping and channel management deficiencies.

Brand real confusion

Mobil recently issued a statement saying consumers bought the oil in Jingdong is not Exxon Mobil Corporation or its subsidiaries produce goods. Jingdong then said the goods for sale by third-party sellers, has been under the shelves.

Beijing Commercial Daily reporter noted that the current third-party platform in Jingdong no "Mobil" brand lubricants products, but the self-platform there are still more than 30 models Mobil lubricants in the sale. Jingdong said that self-service e-commerce platform has its own professional sales and marketing system and rigorous sales process, to eliminate fakes.

A person close to the Jingdong industry believes that Mobil Station came out for appraisal, but it has not publicly disclosed the standards and values. "There is no third-party quality supervision and inspection agency in the certification book of Mobil, and Mobil does not have any public inspection standard either.

Earlier, an executive at ExxonMobil China Limited had confessed that there was a problem with channel management in Mobil. "In these channels, there are different sources of information for different products. I can hardly use a specific method Tell you what is real and not true in the market. " Before Jingdong, Mei Foo also tested last year, Lynx, Taobao platform in more than 10 shops of goods.

Refraction channel chaos

In the Mobil incident, Jingdong as a self-employed e-commerce business, exposed the weakness of the ineffective supervision of platform businesses. However, there are also people in the industry who are "lying guns" for Jingdong. They believe that the subtle psychology of brand dealers in the channel of e-commerce is the "original sin" that causes dealer collusion.

In the grasp of the brand 4S shop and other traditional strong channels under the premise of many car lubricants manufacturers did not show good impression on the e-commerce platform. With the same well-known Mobil brand lubricants brand, last year opened the official Lynx flagship store. According to an insider, the shop on behalf of the operator "very painful", the main problem is the brand side of the absolute price control.

"The brand side of the price requirements are very meticulous, even if there is no sales, but also forbid price cuts, disrupt the offline price system.On behalf of operators there is no way, only in the form of lottery and other marketing activities, but in the price difference of less than half the premise Under the effect can be imagined. "The informed source admitted that, for brands, the official flagship store" is not used to make money, "more purpose is to give the platform pressure to fight counterfeiting, and" because I saw someone doing , I feel myself should do a ".

Beijing Business Daily reporter found that, with the gray packaging of a fully synthetic engine oil, a car accessories store price of 298 yuan, the month sales of 1636; and the official flagship store price of 598 yuan, the monthly sales of only 33 pieces.

According to the survey, many low-priced sales of brand oil stores, are the major brands of offline dealers, and large auto parts store has a city. When asked about the price advantage, a car care products franchise customer service staff said that this is due to the dealer at the expense of some profits, subsidies to consumers.

Competing is the way out

In fact, as early as in the automotive supplies business, e-commerce already had many rounds of arguments caused by the channel war. This controversy first appeared in 3C goods and appliances and other standards, then extended to the Riyongbaihuo, beauty skin care products.

A few years ago, appliance brands once launched a round of "encirclement and suppression" against the electricity supplier enterprises represented by Jingdong. They thought that the electricity supplier disrupted the regional distribution system and the existing price system of the brand dealers and even once refused to supply to the electricity supplier platforms . This is similar to the current "Mobil" door.

Last year, Yan Xiaobing, general manager of JD Appliances Division, said that with the rapid rise of e-commerce channels, the Internet behind it represents an irresistible trend and the home appliance manufacturers in which they are going to achieve gorgeous turnarounds should grasp the opportunities in the Internet era, Construct a benign self-development ecology and actively integrate.

At present, most home appliance manufacturers have regarded e-commerce as an important channel. They not only conduct new product launches in e-commerce channels, but also make "e-commerce special offers" for channel differentiation.

Insiders believe that in the process of Internet brand owners, you can choose to integrate with the integrated e-commerce platform to optimize the business structure, integration of the value of the industry chain.

Beijing Business Daily reporter Wu Wenzhi Chong Xiaomeng