Ju Mei again encounter "fake door" electric business platform have put "fake"

Absrtact: [The past 2014, with the United States, Beijing-east, Ali successively listed, China's electricity market has been placed under the microscope. and has been plagued by the big electric platform of the fake problem, the listed companies have no less bother. Recently the troubled

[The past 2014, with the United States, Beijing-east, Ali successively listed, China's electricity market has been placed under the microscope. and has been plagued by the big electric platform of the fake problem, the listed companies have no less bother. ]

Recently, "Trouble" Chen Au once again need to come forward on the issue of electricity suppliers to the point of response.

There are claiming to gather the United States and overseas business staff to send mail, the United States suspected procurement overseas unknown, and even fake cosmetics. The U.S. warehouse in Beijing, the director of the overseas business and two business personnel were taken away for investigation.

This is not the glory of the 2014 listing of the United States and the glorious moment, six months before the outbreak of luxury "sell false door" The aftermath of the storm has not completely disappeared, and this time the spear has been from the third party platform to sell luxury goods to the United States and the cosmetics business.

"A few years ago by a so-called ' ex-employee ' rumor to Death, today (January 6) Again a powerful ' former employees '. "It is no wonder that Chen Au, the youngest CEO of the lawsuit-ridden NYSE, has spat on Weibo.

In fact, not only the United States excellent products, Jingdong, Ali and other electric Shangdou because of "fake" has been questioned, and even the user spit slot for "fake distribution center." and into the 2015, they also invariably will be "anti-counterfeiting" as a focus of future work.

Ju Mei again meet "fake door"

From the January 6 morning of the explosion expected poly beautiful goods noon issued a statement, and then to the long micro Bo Chen, the former accustomed to the question of silence to the right of the Poly beauty Excellent products This time a rare response agile up.

But the consumer's doubts about the sourcing of beauty products have not dissipated.

Poly-United States today's situation is not sudden, as early as the listing, "fake" such a seed of doubt has been buried, and now just found a tipping point.

However, it would be unfair to simply put a cosmetic fake hat on the head of Poly-Mei.

Data from the China Electronic Commerce Research Center showed that in 2008, the cosmetics Net purchase volume was 6.02 billion yuan, which has grown to 77.38 billion yuan in 2013. It is expected that by 2015, the size of the cosmetics net purchase transaction will exceed 120 billion yuan. Such a huge online shopping market, so that cosmetics have become the standard of all electric business platform, and almost all cosmetics manufacturers in claiming that their products are authentic, but there are many consumers do not trust to ask "Is it true?"

There is no denying that, due to the lack of the purchase of cosmetics in the upstream process, even if the commitment to see the business, consumers can not be assured. Moreover, this will cause the more inexpensive cosmetics, consumers more uneasy embarrassing situation. In addition, the general unprofessional organizations, it is difficult to identify the authenticity of cosmetics, which will aggravate consumer concerns.

"The problem of fakes has been in the cosmetics industry, and these fakes are sometimes not really fakes, but parallel imports and fleeing goods." "Some people from the electricity business have explained to the first financial daily."

Interestingly, the United States 2014 on the day of the listing held in Beijing long-distance connection activities, many cosmetics brand leaders to support the platform.

According to Chen Au at that time, Poly-Mei is seeking exclusive agent for a number of foreign brands, once such cooperation will naturally reduce consumer concerns about the issue of poly-American fakes.

Stock Channel Storage risk

For the electric business platform, the biggest trouble is the intricate procurement channels.

General Electric business procurement channels are divided into three categories: first, to the manufacturers or regional agents, such as a unit procurement, by the upstream supply channels, the price will be relatively low; second, from the intermediary procurement, middlemen from all formal channels receive goods, and then transferred to the electricity supplier, Intermediaries provide invoices or other valid vouchers issued by regular channels the supplier confirms that the purchased product is authentic; third, distributor procurement, procurement in some brands of level two or level three distributors. And from the latter two channels of purchase, will encounter a "fake" risk.

Theoretically speaking, the cost price of the distributor is often high, it is difficult to meet the pricing system of the electric dealer, and generally only as a supplementary choice. However, sometimes from other sources do not arrive, or from other channels to pick up the cost of goods, the electric business platform will choose from the lower level distributor purchase. At this time, the difficulty of inspection with the increase, the risk of entering the fake will also rise.

"The reality is that the electrical business has always wanted to take the goods directly from the brand, but the problem is that the brand is unwilling." "There are people in the business sector who explain this.

And the main reason that the brand is unwilling is the traditional brand of Layer agent dealer system, once authorized to the electric dealer, it means that the offline dealers will be disturbed.

At present, large cosmetics manufacturers will deliberately control the number of products to the electricity dealers, to avoid the real store caused too much impact to avoid the real store to form a genuine threat.

However, people who have contact with cosmetics electric dealers told the first financial daily reporter, the current electric business platform, even if you can take some cosmetics brand agents, many are only the son brand or some type of product proxy, many star single and best-selling goods procurement also rely on other channels.

Compared with the cosmetics electricity quotient, the wine electric trader and the brand Merchant's relation is full of gunpowder.

At the end of 2014, Maotai and the electric Dealer's "breakup drama" constantly staged. "Good Morning Maotai" and other micro-letter end of the message, Maotai will be in the nationwide inspection of the goods and low prices, and the electricity business management offering ruthless recruit: "Where the sale of the company agreed to supply to the electricity supplier, once verified, the punishment." ”

Electric business platform has been put into "fake fight"

In order to argued innocence, poly-Mei excellent product is also a rough spell.

Not only Chen Au will gather the United States excellent products in Tianjin, Shanghai, Guangzhou, Chengdu, Shenyang, Zhengzhou six warehouses January 6 normal operation of the photos posted to the micro-blog, was questioned once run the United States Vice President Fei also uploaded a big head photo to prove that their state is normal.

"Fei January 6 the same day in the company office, he did not know he had ' run away '. To say ' run ', he went to not what ' Southeast Asia ', nor ' the United States ', but in the last two months are running South Korea, Japan, for the United States Amoy business brand building supply chain. According to Chen Owibo, the speed of overseas purchase business is the company's key support direction, exerting momentum is very fierce, it will naturally offend some people.

Just in the past 2014, with the United States, Beijing-east, Ali successively listed, China's electricity market has been placed under the microscope. and has been plagued by the big electric platform of the fake problem, the listed companies have no less bother.

2013, the United States launched the founding of the Chinese cosmetics genuine Anti-counterfeiting Code Alliance (authenticcosmeticsalliance), and the introduction of anti-counterfeiting code system, consumers can be in accordance with the packaging of 16-digit digital Security code for authenticity verification. According to data released in July 2014, the alliance already includes nearly hundred members, including L ' Oreal, Maybelline, Lange, Homoserine, Vichy and other domestic and foreign brands, which accounts for 64% of the total proprietary trading in the United States.

At the end of last year's Internet conference, the frequent mention of the word "anti-counterfeiting" in many occasions, Jingdong CEO Liu said that the main core of the Beijing-east crackdown is to increase the cost of selling fakes.

According to Liu's statement, Jing Dong aspects in the investigation found that different from five years ago, the domestic electric business industry all earn pots full of pot, and now most sellers income less than before, some just meager profit. Parallel imports and fakes have grabbed 60% to 70% of the profits of the dealers. "The former Jing Dong found that sales of fake goods will generally be fined 10,000 to 100,000, or seal shop, but in the future once found that the seller on the platform as long as the sale of a fake, will increase the amount of fines to 1 million." ”

And as a platform, Ali's forgery is a rather flavor name "stars" to "code" as a connection, for manufacturers to provide from the production of data management, product traceability, security verification, product descriptions, user interaction, a set of solutions. The consumer uses the handset to scan the commodity the two-dimensional code, then may discern the product authenticity and the origin, attempts from the production source to truncate the bad merchant to fake the sale false behavior.

And behind this, despite the emphasis on online and offline integration is the general trend, but only when the makeup of the electric dealer cake enough weight, brand and channel operators will be willing to sit at the negotiating table to talk about.