Network protection environment requires enterprises to pack E-commerce brand

From the judge arrested, fraud part-time staff arrested, courier thief arrested, and then to Taobao shop selling fake arrest and so on a series of measures, all of our law enforcement agencies to network security and E-COMMERCE environment attention. Also arouse the enterprise, electric business platform, consumers with the state sector, the network rights of confidence and determination. Make the E-commerce industry, once again, "Network rights" This topic, as the industry focus.

But today's theme, "Network Rights" and "enterprise packaging Electric Commodity card" seems to be eight poles do not play a relationship. Because, in the enterprise and the impression of the merchant, packing so-called "brand", is a very expend energy even very extravagant thing. Should be through the electricity quotient to make the money, then carries on the brand packing, only then is reasonable.

The author wrote this article, is to analyze the industry from the perspective of the business to tell the lucky mentality. E-Commerce brand packaging success or not, and the future of the network rights and even the survival and development of enterprises have a vital link.

I. The process of network protection is still complex and long

Strictly speaking, because our country Internet development time is not long, but the development speed is fast. So a lot of the judicial system can't take the Internet into account, making some people take the loopholes. It can be said, whether it is Taobao shopkeepers, scale enterprises, electric business platform operators, or individual consumers, if the internet has been unfair treatment or even intentional fraud, to defend the rights are relatively difficult.

The particularity of the internet in China determines the reality of the difficulty of the complaint, the difficulty of obtaining evidence and the difficulty of reporting. For example, a number of well-known brand products, in some of the "promotional sites" on the 50 percent or 30 percent of the low-priced sales. Publishing promotional information, are using fake IP address, across the region in the QQ Group, micro-blog, micro-letter, blog spread false news. After the victim was fooled, although angry but also can not provide too useful news, because the other side is likely QQ line, no longer online.

The most serious victims are those that are counterfeit. Not only to bear the brand by people to steal and hurt the pressure, but also to be ignorant consumers scold, and even seek compensation. Enterprises want to defend themselves, we must find the sale of fake website operators, said the straightforward some, is to go to the lawsuit to find someone? But many of these so-called business-to-consumer malls are operating on foreign servers. Even the other in the city do not know, which city should find the law enforcement departments to deal with it?

What is the reason that consumers will fall into the trap and cause the enterprise to have rights?

Very simple, because a large number of consumers do not know, the brand's real official website or authorized shop is where? Why seven wolves and Anta sneakers, still on Taobao today is overwhelming. This is also the truth, because consumers simply can not find the right brand information, do not know in Taobao a shop, is not the brand of authorized stores. Enterprise in fact cry is also useless, because is really because, enterprise brand marketing did not do a solid, or did not do in place. So, again want to do network rights, it is even more difficult.

Second, the product sell fire almost all have counterfeit

Many small and medium-sized enterprises and manufacturers, all think that the network rights and brand packaging, and they are almost eight poles can not hit. However, in the Chinese electric Business circle there is almost no one is willing to disclose the fact that what products as long as the fire or with a certain innovation, it must have fakes appear. If you look at it with an ornamental eye, the imitation is really more like real.

The fakes here don't just refer to digital products such as mobile phones and computers. including filter kettle, heating shoes, five-toed shoes, health pillows and so on, a little bit of technology or research and development products. As long as the products can be developed, online will be within two or three months, fakes appear. Moreover, each wrote "The only authentic official store", some business owners of my laugh and cry: "Teachers of those fake shop selling very cheap, or even 50 percent 40 percent sales, those fake shop sales have been higher than our official stores."

If you say that the emergence of digital products fake, just hurt people's entertainment plot. But like a filter kettle, shoes, pillows and people's health is closely related to the fake, the injury is definitely people's health. Even the extreme point can be that, if not these enterprises to develop products, but can not be responsible for the gatekeeper, how will give a liar to provide a new tool to deceive consumers.

What's the reason? Why are fakes so easily sold all over the sky?

The reason is still the same as above, enterprises only pay attention to their own traffic, sales, never willing to waste time to consider the brand packaging and publicity, consumers simply do not know, the brand's real official website or authorized shop is where?

Third, through brand marketing to identify the strength of enterprises

For most enterprises, what is brand marketing? You are welcome to say, is the free Baidu Encyclopedia, business-to-business Shop, corporate blog, and then the fancy to several Baidu questions and answers. Let consumers, online search brand name or business name, can find enterprises, even if it is done "brand marketing."

Because the enterprise itself is doing so, it is also believed that other enterprises are doing so, to find a cooperative enterprise is also a simple search business name, to see if there is no official website, even if it is checked. Therefore, many enterprises are also such a disadvantage fooled.

Recently, a lot of enterprises to me, from a so-called South Korean apparel official online, after the purchase of goods orders, the company has no word. But after the investigation found that the company's website and the so-called global brands, did not pass the Industry and Commerce Bureau of the record. The so-called "2011 Chinese Power Dealers Hundred brands," after consulting the Chinese E-commerce Association staff learned that the association has never heard of the enterprise, let alone give it awards.

But it is such a low-level deception, can be wantonly published on the internet all kinds of information, exaggerated the background of their group,

The company is everywhere to buy the products he needs. Still have so many enterprises deceived, why?

Is the enterprise's brand awareness is not strong, unexpectedly did not notice, all information, are only in Baidu Encyclopedia, question and answer and some unknown business-to-business website registered. No, there is a lot of information about him on the internet. Even less noticed, such an outstanding person, unexpectedly did not have any authoritative media to his propaganda report.

Whether the enterprise or individual, must learn, through the means of brand marketing, to audit a business or brand real strength and background.

In recent years, I have dealt with the issue of brand protection for nearly 20 brands. Infringement on the Internet enterprises, all want to let me easy to turn rotten to the magic, the fake shops or businesses clear the Internet, easy to regain their own market. I can only be embarrassed to say that I am just a dealer planner or a power supplier reviewer, I can not represent any judicial organs.

What I can do is just take the first step that the enterprise must do--"brand packaging", and try to be perfect again, so that more consumers can know the real background and authoritative information of the brand. However, it is such a simple step, it is likely to let a lot of the original success only one step away from the enterprise, forever stay in place.

Finally, say a digression. Many friends, I write this kind of article, all expressed puzzled. As an expert or master, you should write more about the strategies of the High House and the analysis of the market events. But I would like to say that China E-commerce is a pragmatic marketing tools and platforms, I train and service enterprises, almost all small and medium-sized and development-oriented enterprises. At this time, the most needs of enterprises is how to live, not with "Ah Q of the spirit to stimulate the whole enterprise", rely on passion to do electric business, it will always be the lines in the play.

China's e-commerce must rely on the real strength of the overall view of the enterprise support, to go farther. So, I want to emphasize that the network rights and brand marketing relationship is. To think, as far as possible not to network rights, you must do a good brand marketing!

In such a big circle, I hope that some enterprises really help.