Internet Marketing "keyword hijacking" war spread to traditional industries

Li Xiangwan fu Anna Company (002327.SZ) a paper-like book, will rival Raleigh Home Textiles (002293.SZ) pushed on the dock, the two spinning giants of the fighting between the burning more fierce. Two of the war, originated from the "key words hijacked", many love home textiles have encountered similar situation.　　In Baidu search keyword "more like official website", listed the first information is Raleigh's home textile brand ads, it is clear that the keyword has been Raleigh through the "pay promotion" means hijacked, the second is more love the official website information. "Keyword hijacking" refers to the target keyword traffic to the designated website or webpage through SEO (Search Engine optimization, translated into search engine optimization) technology.　　SEO is a popular network marketing method in recent years SEM (search Engine Marketing, translated into search engine marketing), the main purpose is to increase the exposure of specific keywords to increase the visibility of the site, thereby increasing the opportunity to sell. "Keyword hijacking" frequently occurs "using Google bidding rankings, Raleigh will be rich Anna's search links point to their E-commerce site, streaming away from the rich Anna's customers, after repeated several representations ineffective, we have to take up legal weapons rights." In addition to Rich Anna, Avon Ting, Edimonto, dream Clean, more than 10 home textile enterprises are also Lollechin hijacked.　　Said Lori Red, the media PR manager of the company, in a recent interview with the first financial daily. Raleigh Home Textiles Director, Dong Wu Zhongzhong The response to the media is that Raleigh home textiles as China's famous home textiles listed companies, there is no need for this way to compete for customer share, in September 2009 received fuannacompany complaints, has cleaned up hotlinking.　　And for the appearance of the hotlinking, he thought that may be some on the network to sell Raleigh home textile products of third-party dealers, but also do not rule out the intention to do the bureau framed.　　Improper competition in the network home textile industry is the first one, but in it, service consulting and other industries have frequently happened in similar situations, even intellectual property agents have been in court. International testing certification giant SGS Company also encountered the network of "Li Ghost", the company released information last July that only in the past 18 months, China has been a variety of counterfeit SGS test reports or certificates of total 426, some of which are illegal enterprises use "keyword hijacking" To lead the customer error to their website, and deceive customers to forge SGS certification, the company last year in this case sued two related enterprises. SGS Standard company toys and light Industrial products division director Zeng recently interviewed by our correspondent, SGS, the company won the lawsuit, the two companies have been prosecuted to close the relevant web site, after last year, after the fierce crackdown on the "keyword hijacking" situation has improved, Now the big search engine website basically can control, but all eliminate difficult, some "Lee Ghost "Suddenly, take some more covert way to lure customers."　　Network Marketing order to standardize the rapid development of the Internet economy, which is a major test of the relevant regulatory system, and constantly improve the industry standards and laws and regulations still need a process. China's internet economy is in the high-speed development stage, recently released the "Information Blue Book: China Information Situation Analysis and prediction (2010)", said, online payment turnover rate of 110.2%, followed by online shopping, trading scale growth of 93.7%.　　Both are the representative industries in the development of China's E-commerce, E-commerce has become the 2009 Internet economic growth highlights. 2009 China's e-commerce turnover reached 3.85 trillion yuan, small and medium-sized Enterprises E-commerce scale reached 1.99 trillion yuan.　　In the Electronic Commerce Service Enterprise's profession distribution, among them, the textile clothing and the digital household appliance industry occupies the proportion in the top two, respectively is 14.3% and 10.4%. In the virtual network world, the removal of "Li Ghost" is far more difficult than in real life. Is slightly June policy industry research Institute Network Marketing consultant Tang Xin to accept this reporter interviewed, "keyword hijacking" in the network marketing process, but generally exist in emerging industries, traditional industries rarely appear similar situation, with the rapid development of electronic commerce, the network unfair competition appears the growing trend,　　This should arouse the attention of all parties. Tang Xin said that the network of false information, to a large extent, the search engine companies only sell keywords at a high price and not the buyer's legal and authenticity of the verification, and will not be responsible for the search results, and itself can not be effectively validated and supervised, in the information explosion environment, even the law enforcement departments are difficult to do, The relevant laws are not sound.　　In this case, to a greater extent, relying only on enterprise awareness and industry constraints, playing some small means to occupy the market is not a long-term plan. Tang Xin Analysis said that compared to traditional industries, IT, services and other emerging industries and network marketing characteristics of relatively more consistent, so the emerging industry earlier through the network marketing this channel, the network unfair competition also stare relatively tight. Before the traditional industry on the network marketing not seriously, in recent years due to the expansion of traditional channels of resistance increasingly, some enterprises to reduce costs to intervene in network marketing and network promotion, but the main focus is still on the traditional channels, the network of unfair competition against the relative neglect, to some enterprises, through the "keyword hijacking" and other ways to confuse the brand and product, use preconceived to take advantage of.　　In fact, network marketing and traditional industries, the interest between the increasingly close, more and more netizens are through the network channels to obtain brand information. Home Textile Enterprises "NET" time is generally not long, basically in the financial crisis after the start of the network marketing platform construction and application. Raleigh Home Textile is the earliest establishment of independent network marketing company, one of the home textile Enterprises, 2009, Raleigh Home Textile sales income of 1.145 billion yuan, which from the network sales of about 20 million yuan. and biographyCompared with the network channels, although the current sales are insignificant, but its rapid growth, profitability and capital flow speed are higher than the traditional channels.　　Beijing set good law firm lawyer Zhao Rei in the interview with this reporter, said, before the outcome of the trial, inconvenience to Fuannacompany sued Raleigh home Textiles a lawsuit to make comments, but he believes that the face of the network emerging marketing model, enterprises should pay attention to protect their rights, but also pay attention to not violate the rights of others. "Enterprises should pay attention to network marketing this channel, the lack of this, not only a less opportunity to gain economic benefits, but also to free up market space for rivals." The enterprise itself should do a good job of network monitoring, once found to be infringed should take measures to protect their rights and interests. The success rate of such lawsuits is still relatively high, the key lies in the awareness of the rights of the Enterprise. "Zhao Rei said.