Vertical Electric Quotient: No rules and rivers

Where there are people, there are rivers and lakes, there are rules. Throughout the ages, the rule of the formulation, there are usually two kinds: one is the means of peace, we negotiate the establishment of a means of force, through fierce fighting established. Most of the rules of the Internet industry are established by the second method. You see, every time "xx war" after, will produce new rules.

The current vertical electric operator is no exception. 3 15 A few days ago, Poly-Mei excellent product Chen Au also ready to establish a cosmetic vertical electric dealer's new rules: Poly United States announced jointly Paris L ' Oreal, Shiseido, think 妍丽, Homoserine, Bai Cao set more than 40 well-known brands, jointly signed a "China http://www.aliyun.com/zixun/ Aggregation/34838.html "> Cosmetics Electric Dealer Genuine Alliance self-discipline proposal". The proposal itself is not exclusive, but the "Alliance of the genuine" as a new rule will clearly challenge the vertical electric operators in the field.

Objectively, each vertical field of electric dealers should establish more similar rules, but there must be a big premise, that these rules ultimately benefit users. The existence of all the vertical electricity business is that they can be more profound insight into the needs of users than large electric power, can be better for users. Unfortunately, a lot of vertical electric dealers forget this duty.

Dangdang in the 2011 crisis, you may still remember. Dangdang at that time to 75 percent sales a shuttle table, and said the merchandise is "authentic licensed." But the shuttle's official microblog, "shuttle China", promptly issued a statement saying it did not authorize any dealer to sell the shuttle's watch. Dangdang CEO Guoqing responded that "not authorized is also real goods", but this response is tantamount to admitting unauthorized. No matter the goods are genuine, at least the shuttle will not be to the Dangdang consumers to provide their global UNPROFOR services.

In the cosmetics category of vertical electric dealers, there is a "cosmetics business, do not sell fakes do not make money" quotes. This is a hidden rule, a not on the stage of the regulation. Poly Beautiful products want to reign over cosmetics electric dealer, Chen Au must subvert this "old rule".

Seemingly simple logic, implementation is not easy. Plainly, this will touch the interests of some people. In terms of size, cosmetics are the third largest category of Taobao after women and men. Cosmetics on Taobao more than 200,000 sellers, independent businesses are also a few. and the entire cosmetics online trading scale of more than billions of yuan, such a big cake, Chen Au said to change the past practice or eat the law, in fact, not easy.

First of all, the brand has its own approval. From the brand business point of view, on the one hand, cosmetics manufacturers continue to sink channels, on the other hand, the channel will focus on E-commerce. This is actually a business opportunity, not only is L ' oreal, Procter and Gamble, Unilever and other Japanese giants, the domestic cosmetics giant Shanghai home, etc. are increasing the input of e-commerce channels. Clearly, as long as their concerns are dispelled, brand-makers are looking forward to the vertical electric quotient-and they are willing to be together.

Second, consumers are willing to pay. Standardize the electronic Commerce Area Cosmetics Genuine sale, the safeguard consumer's rights and interests system establishment, then adds the electricity merchant natural shopping, the distribution, the payment and so on innate superiority, this category of vertical electric power trader surpasses the traditional channel is not difficult.

For competitors in the industry, the fight is fierce, but we can not forget that everyone in the same lake. If every vertical electric dealer is always thinking of whether they can be better for users, have the courage to open up to the user, put forward more authentic protection of the rules, then the rules themselves, and put forward the rules of the electric dealers will inevitably get users more mouse vote.