Ratio artifact "I check" once again set the cusp

Huang Yuan Zhang Zhiwei

Ratio artifact "I check" once again set the cusp. According to a CCTV Weekly Quality Report exposure, "I check" the software for fictitious product information and alleged extortion; however, "I CHECK" denied this.

"Like coins on both sides: on the one hand allows consumers to understand the wine so mysterious industry; the other hand, I check the original business model has been controversial." Ningbo Sharon United Wine Co., Ltd. Sales Director Huang Guofeng told "First Financial Daily" reporter, if the information  system is healthy, consumers have a certain reference value, but if the collection of the lowest price is not normal, it may be malicious competitors, it may be Weihuo product prices, so there may be partial to general.

"Rashomon"

CCTV reported that since the second half of 2013, a number of liquor companies have complained to CCTV about the prices of many wine products they offer, which are far lower than their normal selling prices and even far away Far below their purchase price.

Yesterday, a person who had been engaged in marketing work in the wine industry for many years told reporters: "'I look up' the software usually directly calls the super price data for comparison, but there is also the extortion of suspects, we have encountered. , Normal in the supermarket 100 yuan, but I check it changed to 58 yuan, so consumers will feel the supermarket sales of wine prices are too high, do not buy that product, which gives the brand manufacturers a lot of trouble. "

The person introduced, in view of this, "brand manufacturers next may go find me check, 'I check' give manufacturers a price, receive the money and then change the price over."

Far more than that, the person revealed to this reporter, "'I check' reached a tacit understanding with the brand manufacturers, there is further cooperation, that is, through the virtual high offer to promote product sales, such as the supermarket price is 100 yuan, 'I check' will be marked 180 yuan in the software, so that consumers feel the cost-effective supermarket, it will go to buy. "

"I look up" is mainly aimed at the flagship brand manufacturers, because they have the right to speak, the manufacturers do not give the software to give the standard low price, so the brand manufacturers around the "I check" to turn around.

Another wine dealer, who asked not to be named, also said it would not affect the pricing strategy of the company without having the factory authorized the price.

However, in response to the aforesaid report, "I CHECK" official response said that CCTV's report was a serious violation of the facts. "I CHECK" only collects the brand display fee of the merchant in my check-up platform. CCTV interception of this recording out of context, is not complete; and said it will represent the CCTV departments, and reserves the right to pursue legal responsibilities.

"Service, display, PPC ranking are the main revenue sources for price comparison software." Mo Dai-ching, director of online retail at China Electronic Commerce Research Center, told reporters that the rise of parity software is due to the growth of China's mobile shopping market.

According to Analysys data, in 2013, the scale of China Mobile shopping reached 157.58 billion yuan, an increase of 162.5% over the same period of 2012. In Q1 2014, the transaction scale of China's mobile phone shopping market reached 78.02 billion yuan (49.5% of the whole year of 2013).

In the parity software, "a Amoy eye", Netease benefits assistant, backed by e-commerce platform, parity shopping guide. Yesterday, Wang Qi, a senior strategic analyst at IBM, told this reporter that the commodity price data is the core competitiveness of "I am looking up". The prices of the commodities that I have looked up come from the two parts online and offline. The former mainly through cooperation with the e-commerce website; the latter is more difficult to collect, partly from offline super-cooperation, and partly from manual collection and manual entry.

balance point

"Based on my research into the mobile Internet and my personal knowledge of the company I'm looking at, I'm actually talking about toC and toB at both ends." In the communications industry, a well-known observer, Xiang Li Gang It seems that the sales methods from the ground to the network, the terminal retail price gradually transparent Today, "I check" in the C-terminal and B-side successfully found a balance point.

"I check" official website provides information that was established in January 2010. In 2011, "I CHECK" won A round of financing of Sequoia Capital and Ivy Capital of US $ 12 million.

As of February 2014, "I look up" the price of software download users exceeded 2.1 billion, the user downloaded in the phone, "I check" parity software, the use of this software to scan the bar code on the goods, through this software you can query To the name of the product, model, manufacturer, sales business and sales prices of different businesses.

At the end of last year, Zhao Lixin, founder and CEO of "I CHECK," disclosed in an interview that in the first half of 2013, the revenue of "I CHECK" was only a few million yuan, mainly from advertising, shopping guide, factory direct sales, factory certification, Each plate income is relatively balanced.

Although he kept burning money, he said at the time that there was no plan for refinancing at this time. "We now want to make the activity go up, and at least it is easier to find a business model after it is active."

According to this reporter learned that "I check" for businesses to provide certification fees. Ordinary certified merchants can be in the "I check" platform to post product prices and business contacts. VIP certification business can also publish pictures, security information, manufacturers, etc., the annual fee from a few thousand dollars to more than ten million.

However, the road to business services and not well. Last year, "I check" has been ridiculed by negative news, directed at "exorcism artifact," "extortion trick", in which the painter mostly liquor dealers. They pointed out that "I look up" the reference price is far lower than the price of their products, affecting product sales, asking "I check" the price change was demanded high membership fees.

Last year, Chen Hongzhou, COO of the "I CHEC", admitted in an interview that "I CHECK" really demanded that some businesses ask for help to shield their lower prices. However, since negative news broke out, they have stopped cooperation in this area.

According to Zhao Lixin was introduced at the time, "a lot of wine is not sold in the supermarket, and some users indiscriminately fill. Now we UGC functions are turned off." And the platform will review the reference price released by businesses, if serious deviation from the market price will not Adopt; At the same time, users in addition to the price of certified businesses, but also to see the price of other channels.

According to Xiang Li-Gang's analysis, "I CHECK" needs to be assigned a dedicated staff to conduct market research, price censorship, channel tracking, back-end processing and long-term monitoring and maintenance of malicious serialized and counterfeit goods. The details involved in this middle need professional technical support team, charge a certain anti-serial cargo, anti-fake service charges, there is nothing wrong.

He bluntly, "I look up" will eventually move to other people's cheese, guilty of some of the interests of the chain.

"Traditional industries such as alcohol and building materials are not opaque in price and are forced to accept price standardization and transparency driven by third-party tools like e-commerce platforms and parity software." Wang Qi believes that once prices are standardized and transparent, Will inevitably encroach on the benefits of some of the original channels, you can refer to the previous changes in the home appliance industry, but in this revolution need to find a balance.

On the other hand, from the application scenario, the parity software itself is a non-essential application scenario, the urgency of similar super department store category is not very strong. In the view of Wang Qi, parity software market is still relatively small minority, although the shopping guide is the most common commercial software comparison software, but when the user clicks the e-commerce, you also need to jump to the browser, the whole process is not smooth, resulting in Its shopping guide conversion rate is very low.

For the "I check" brand manufacturers to bring some of the promotional value, Huang Guofeng that does not exist, not only did not promote the value of display, there may be troubled by the company's pricing system.

When asked whether to cooperate with "I CHECK" future, HUANG Guo-feng said, "There are some cooperation to see the social attitude of 'I look up' software, because we brand manufacturers or consumer demand-based "