Lack of integrity: the development of online shopping is uncoordinated

CCTV's latest release of the 3 15 consumer complaints list shows that the internet shopping top. In the past 2011, the domestic network shopping complaints cases are as high as 50,000, the consumer's spear directly pointed to the lack of integrity of the network. In this crisis, the major enterprises have to move, whether it is a cost-effective 50 million guarantee fund, or Baidu's Sunshine action, are intended to redefine the relationship from the soul level, to seize the absolute control of integrity.

When the issue of online shopping integrity became the focus of the 2012 3 15, the cloud, busily vying for Alibaba's controlling power, freed up a hand to try to regain the "integrity" of the controlling power.

On the afternoon of March 6, Shanli was exempted from office for only half a year. Alibaba said that, as a cost-effective general manager, Shanli needs to be responsible for "the loopholes of the system specification and team management".

Earlier, February 21, Ma Yun to "Ali people" issued a letter on the privatization of business-to-business internal mail, claiming that "business-to-business as the flagship of the entire group, as the boss of the family ..." Business-to-business business models face huge challenges that need to accelerate transition and upgrades. More crucially, Ma said: "2012 will be the Alibaba Group implementation of" Self-cultivation "strategy of the first year, we will strive to build an open and transparent, fair and sound e-business ecosystem. ”

Two things in contrast, this almost diplomatic "cliché" implied the deep anxiety of Ma Yun, and the cost of a cost-effective personnel earthquake is only a bitter medicine to solve the problem. After an eventful years of "SpongeBob", MA does not allow his values have been challenged again and again.

Mr Ma's plight is only a microcosm of the embarrassment of China's online shopping industry.

Lack of integrity: the development of online shopping is uncoordinated

Statistics from several research institutes show that the size of China's online shopping transactions in 2011 has approximated to 800 billion yuan, and the number of Internet users has reached 200 million, of which 45% have shopped more than once a week, and 44% average once a month. Consumers often patronize the shopping site, Taobao, Beijing-East, when, excellence, where the customer-prudential products of the five major sites accounted for up to 89%.

And in the habit of consumers of online shopping, these sites have more or less violated their rights and interests. China's E-commerce Research Center released the monitoring data, said last year, the country received about 100,000 cases of e-commerce complaints, including online shopping complaints accounted for 52%.

CCTV 2012 3 15 party statistics of the top ten consumer areas, the network shopping in the first, "mainly concentrated in the quality of goods and description, shoddy, shoddy goods sales, buy fakes after the business disappeared can not protect the rights, purchase rules or services at will change, online shopping after-sales service can not be guaranteed."

In addition, the express complaint is quite a lot, but, online shopping in the objective to aggravate this tendency, "especially with the network of services related to the delivery of the service problem more" although in the attribution of responsibility, the two often wrangling.

When the CxO on the shopping site spoke out in an impassioned manner, when they gave the investors a glossy financial statement, or when they counted how many users were making a profit, they seemed to have forgotten to include them.

The attitude and expectation of the consumers when they encounter the problem of online shopping are not counted.

Surveys show that only 42% of consumers will communicate with sellers, 21% will be to shop customer service complaints, the remaining 37%, or to the association for help, or swallow. And even with the sellers, they will encounter the customer service "omnipotent reply", Buck, true and false, cumbersome return procedures, low efficiency or even difficulties and so on. In such a deliberate setting of the game, as "God" customers have fallen overboard.

All this points to the lack of integrity. Just think, in the fast fish eat slow fish in the internet era, online shopping enterprises competition is extremely fierce, inefficient how can survive? On the contrary, you can see their strict internal discipline, rigorous assessment, the high profile of the commitment to promote. Pre-sales of efficiency and after the low efficiency of the seemingly contradictory, in fact, the lack of integrity under the "two feet forward."

Faced with a fait accompli, tolerant consumers seem to recognize that both feet always have a succession of statements. But now, we expect these two feet to be in step, the profit feet do not go too fast, the integrity of the feet to add strength. Survey shows that 85% of consumers eagerly look forward to after-sales service pay attention to honesty.

Regulations: Lagging behind will legislate

This embarrassing expectation, in effect, implied the consumer's disappointment with the provisions of the relevant regulations.

In fact, as early as May 31, 2010, the State Administration for Industry and Commerce signed the adoption of the "Internet Commodity transactions and related services management interim measures" and from July 1 onwards.

Sixth to seventh of the measures expressly stipulates that the network Commodity operators and Network Service operators "shall not impair the legitimate rights and interests of consumers" in the network commodity Transactions and related service acts, "should follow the principle of good faith and abide by the recognized commercial morals". Article 13th stresses that "provisions that have a significant relationship with consumer interests" must be "brought to the attention of consumers in a reasonable and significant manner". 17th stipulates: "Network commodity operators and Network Service operators issued goods and services transaction information should be true and accurate, not for false publicity and false representations." ”

At that time, online shopping has become an important channel for consumers to buy. In 2009 alone, China's online shopping scale reached 267 billion yuan, and 2010 was a breakthrough of 500 billion yuan mark. The approach should come at a time when there seems to be a lag in regulation of the online shopping market.

For example, article 15th of the method stipulates that "electronic purchase vouchers or service documents may be used as the basis for handling consumer complaints." ”

But in reality, consumers have to defend their rights, there is no official invoices will inevitably hit the wall.

Based on this, February 6 this year, the National Development and Reform Commission, the Ministry of Finance and other eight ministries issued the "on promoting the healthy and rapid development of E-commerce notice", said that the network (electronic) invoice application pilot.

In addition, the "method" for violators of the punishment is also obvious enough, is generally a warning, ordered rectification, overdue correction, the highest punishment is only "more than 10,000 30,000 yuan below the fine."

Fortunately, more and more regulations are brewing and making.

February 14 this year, the State Administration for Industry and Commerce issued a provision, to strengthen the network of commodity trading supervision and management: "To achieve the network market subject identification and illegal internet transactions in the search, discovery, location, forensics and trans-regional treatment, and gradually form a national integration, integration, complete function, Up and down linkage of the network commodity trading supervision system. ”

March 7, Commerce Minister Chen Deming in the affirmation of the huge role of online shopping also made it clear: "We will be the credibility of the network to put forward higher requirements, has been exploring the legislative work in this area." ”

Soul Marketing: Sunshine action

However, it is not the best policy to solve the problem of online shopping through regulations and provisions.

At the beginning of the March, the Economist Lang Ping in the "Lei Feng Spirit" of an article pointed out that, what Marx advocated was a harmonious society: "Productive activities will be endowed with monetary value not only by the production that satisfies the personal material needs, but also by strengthening the harmonious relationship between the groups." ”

Obviously, people want to "get together and have a morning tea chat to deal with small things like football," rather than "solve it through abstract laws".

This is to say, we in the solution of online shopping disputes such things, network business enterprises should pay attention to and actively maintain the harmonious relationship between users, rather than let consumers time-consuming, laborious to resort to law.

Of course, we are not pessimistic, there are many good news.

A week ago, the cost of the announcement will be 50 million yuan this year for pre-sale, sale, after the sale of 3 links, and effectively protect the legitimate rights and interests of consumers. But it's not uncommon to have a business like this.

March 7, 12 CPPCC members of the joint proposal, called for a wider scope to promote Baidu sunshine action. It is reported that during the 3 15, Baidu will be 3 consecutive days to open the first page text chain, to mobilize the whole society to participate in the fight against the network of bad and false information.

This can not help but remind of the modern marketing of the Father Philip. On March 1, "The First World Marketing Summit", he proposed a new "soul Marketing" theory, and praised Facebook and Baidu are excellent examples of this.

Yes, the heart is the main battlefield of online shopping. Only a growing number of online shopping enterprises to seize the absolute ownership of integrity, online shopping market can achieve real prosperity.