The industry called the "unspoken rules" of the sale of electronic business, luxury cosmetics as the hardest-hit

In the network retail big cake on the life of the electric business enterprise, encounter a wake-up.

June 19 Night, CCTV two sets of "Consumer claims" column, the domestic electric business enterprises Dangdang selling fake Casio watches exposure. In the June 2011, Dangdang was also caught in the swirl of illegal sales of Casio watches because of brand licensing issues.

June 20, Dangdang senior PR director Guo He responded, said, "the company has set up an inspection team, by the Department of Vice president of the lead, immediately to all involved in the comprehensive inspection of goods." In order to ensure the interests of consumers, all goods have been disposed of. It is inconvenient to comment on the matter until the results are not identified, but to protect the interests of consumers, if a consumer has a return request, when a full refund is supported. ”

Dangdang sell "fake" incident, only ripped off the electric business industry "fake" a small hole. "Dangdang is not a special case," said Ruzenwang, an industry observer and an E-commerce project manager at the company of medicines. " The problem of fakes is that the electricity industry lacks the necessary regulatory and legal constraints.

"Fleeing goods" Casio

Dangdang encountered the "fake", not all the real meaning of the fake.

Ruzenwang said that the electric business industry exists in the "fake" there are three kinds of circumstances, one is fleeing goods, one is the so-called "parallel imports", a common sense of the fake. Large-scale integrated electrical business enterprise sourcing, fakes generally few, but, flee goods and parallel imports will have a certain proportion.

The so-called channeling goods, refers to the brand manufacturers sales network in the company branch or middleman, driven by the interests of the distribution of products across the region or to break the principle of selling manufacturers pricing, and resulting in the market price confusion brand manufacturers, which seriously affect the reputation of brand manufacturers marketing phenomenon.

Dangdang internal sales people to our correspondent, was questioned by the media Casio watch sourcing, it is through the so-called means of channeling goods. Channeling goods does not mean that the goods are false, but this procurement behavior touched the manufacturers of the market order control and pricing power control, so, this source is not recognized by manufacturers.

The person further said that the competitiveness of the electric dealers is in the low price of products, and to achieve low prices, must have low-cost supply. Casio refused to authorize sales of online distribution channels, which led to Internet access to goods only through the way of goods.

This reporter understands, the watch manufacturer generally to the large-scale agent to give the product terminal sale price 30 percent-40 percent, some brands are 60 percent-70 percent of the goods price concessions, and large agents in order to expand sales, will be from the manufacturer to take the goods on the basis of the end of the price of the product and sell the profit of 10% or so,

The so-called "real goods", why the brand manufacturers identified as "fake"?

The above Dangdang internal sales people said, brand manufacturers in order to avoid the phenomenon of fleeing goods, will be the agents of the goods fleeing severe punishment, so many agents with the electric business enterprise cooperation, will use another company's name cooperation. This curve of the practice, so that the cooperation with the electric business enterprises, often not manufacturers authorized agent enterprises, so, once there is a problem, manufacturers will consider the source of electrical business enterprises for illegal fakes.

Ruzenwang agreed with this statement. He said that Dangdang and Casio two times in 1 years of friction, in fact, reflects the rise of the network sales of retail business, network channels and brand manufacturers in order to compete for agency rights and even pricing rights to launch the game.

The hardest hit of fakes

In the above Dangdang internal mining sales people, the so-called "channeling goods" phenomenon, is the industry common problems.

Privately, the person complained that Dangdang as a later integrated electric business enterprise, in the selection of suppliers and platform vendors are basically compared to each other, the choice of suppliers, that is, whether the merchant into other large electric dealers for access conditions. In the case of sourcing procurement convergence, Jingdong Mall, Amazon China's Casio watch sales are 8-10 times the Dangdang, the sale of models is Dangdang 3-5 times.

Ruzenwang also said, "like Dangdang such a large integrated electric business enterprise, not for the small sales interests, and desperate to sell fakes, thereby damaging the accumulated 12 years of goodwill, this account who will be counted."

However, the electric business industry in the real sense of the fake, not groundless.

Ruzenwang said that through years of tracking analysis can be found in the electric business industry, fake problem is very serious. The hardest hit areas are luxury goods and cosmetics, while ordinary clothing and watch products also have a certain amount of fakes.

The reason why concentrated in the luxury goods, cosmetics category appeared fakes, Ruzenwang that the two categories of products are generally higher goods, and this type of goods with a hard currency attribute, terminal sales price changes are small, at the same time, the general consumer for such goods lack of identification ability.

In addition, the newspaper reporter learned that from the online segmentation of sales channels, professional cosmetics and luxury goods sales of fake products are the most serious, in addition, due to the lack of supervision, the platform-type of the electronic business fakes are also more. In the last 1-2 years, the fake of the website of the Business-to-consumer, also has more or less appeared.

Ruzenwang further explained that "luxury goods and cosmetics are more than two fakes, the reason is that the domestic industrial chain has been very complete, many luxury goods, cosmetics are produced in the country, thus, also associated with the emergence of products such as imitation products." In addition, luxury goods and cosmetics electric Business website operating costs are high, but also to do low-cost sales, not the use of real fake-doped selling, corporate profits are too low. ”

The above Dangdang internal mining sales people admit that the industry does exist to sell fakes, but, Dangdang for goodwill is certainly not dare to sell. Ruzenwang said, "As far as I know, even the most well-known luxury and cosmetics sites are selling fake goods, but there is no regulatory authorities to investigate the evidence, I do not really mean which few."