Why luxury goods into a fake place?

Abstract: The recent exposure of the domestic electric dealers in the collective sale of fake events, the United States excellent products, Amazon (China), shop 1th, Gome (micro-bo), walking Show network, such as a large number of well-known electric platform to the public opinion to condemn the tuyere. Reporter investigation discovers, this storm protagonist 祎 Peng Heng Industry

The recent exposure of the domestic electric dealers in the collective sale of fake events, the United States excellent products, Amazon (China), shop 1th, Gome (micro-bo), walking Show network, such as a large number of well-known electric platform to the public opinion to condemn the tuyere. Reporter investigation found that the main character of the Storm "祎 Peng Heng Industry", in fact, is a small trading company. What is more noteworthy is that this is not an isolated case. This type of small trading company in large number of major electric platform.

After the incident, Poly-Mei excellent products, Beijing East despite a statement of apology, said closed shop, unconditional return, and serious rectification, however, affected by the incident, not long ago just recently listed in the United States, the new rich poly beauty products, 28th, after the opening of the capital market, the "pain penalty", the stock then plunged 4.18%.

In the various segments of China's electrical business, the high-speed development of special sellers has become one of the beautiful scenery line, the share price from the break of 4.6 U.S. dollars to breaking the 200 dollar mark, listed in just two years, the market value of more than 12 billion U.S. dollars, a continuous 6 consecutive quarterly profit "a dedicated website" only the product will be truly amazing. And the rise of the United States excellent products, walking show network and so on the emergence of this subdivision of the field of competition. But behind the rapid development, the problems and new challenges are constantly pushing these special sellers to improve and change.

Nanfang Daily reporter Peng Dan in winter snow intern Cai Li

Industry

Luxury goods into a fake place

In this incident, the third party merchant "祎 Peng Heng Industry" by the media "kicked" through the forgery of brand authorization and customs declaration documents to a number of home appliances business platform sales of counterfeit clothing and watches. Reporters in the online search "like Peng Heng Industry", found that the company mainly dabble in clothing, luggage leather, jewelry, glasses, cosmetics, perfume, wine and other fields. Operating brands include: Armani Armani, Burberry Burberry, Dior Dior, Hermes Hermes and other world-renowned luxury brands.

In this respect, Poly-Mei Excellent products issued a statement in response to the said, has now closed the "祎 Peng Heng Industry" shop, and all merchandise from the third party platform emergency off the shelves to sell. At the same time for the purchase of "祎 Peng Heng Industry" shop goods consumers, Ju Mei apologized, and will provide unconditional return services. In addition, Poly-Mei excellent products are also said to "祎 Peng Heng Industry" qualification, sourcing a thorough investigation.

In addition to Poly-Mei excellent products, the above-mentioned media also revealed that the Beijing East also has "祎 Peng Heng Industry" merchandise, but the name changed to "Hundred Na fashion." In this respect, the Beijing-East spokesman in its micro-blog issued a public statement that will further the platform of the seller to conduct a rigorous comb, the settled businesses to conduct more stringent qualification audits. In addition, if the Third-party platform is found to have business implications, will also be combined with the industrial and commercial sector, the fakes are confiscated. Jingdong said consumers who bought fake goods in the shop could return unconditionally.

Why luxury goods into a fake place? Walk Show Network related responsible person said, due to the rise of high-end internet consumption, many platform-like electric dealers are in the expansion of luxury business stage, large-scale investment, sourcing a good and bad may appear. Lin Wenbin, an analyst at Analysys think-tank, believes that in order to attract more quality merchants to settle in, the electric trader simplifies the audit and operation supervision of the Merchants ' entry links, which makes the sale of fake sellers become a slip through the bank.

Xianqing, senior vice president of catwalk, said in an interview with the Nanfang Daily that it was very difficult to get a brand authorization because these international brands are very strict. "But at present, most of the domestic electric power companies, including the listed electric company, and did not acquire the direct authorization form of the brand of official cooperation authorization, and the goods without official authorization is difficult to ensure its authenticity." ”

Analysis

Self or future best model

According to an analysis of the electrical business people, Poly-Mei Excellent products using proprietary + platform model, for the platform can be authorized or agent rights, distribution rights of the brand, Poly-Mei through proprietary mode to sell, and not get the authorized brand, then open to third-party businesses. The report involved suppliers "like Peng Heng Industry" is the latter, belongs to Third-party partners.

Although the prospectus does not disclose directly the third party and proprietary GMV (total) data, but according to the prospectus disclosed 2013 total GMV amounted to $817 million, of which the proprietary business GMV 413 million U.S. dollars, then a simple calculation of the third party business GMV 404 million Dollars. In other words, the third party platform water has accounted for 49.4% of the United States, nearly half.

Lin Wenbin, an analyst at Analysys think-tank, said in an interview with the Nanfang Daily that the open platform is an important way for the electrical business to enhance the flow and scale of the category. In order to attract more quality merchants to settle in, the electric business simplifies the audit and operation of the business, so that the sale of fake sellers become a slip through the market. "Although the third party merchants to join the Electronic business platform needs to pass the qualification review and pay the security deposit, but because in the process of sales of specific goods in the Electronic Business platform can not be controlled, especially in the luxury goods this high price, low recognition category." Liangmingliang, an Internet analyst, said in an interview with the Southern Daily News that after many of the fake, third party business model may gradually be replaced, "especially has listed the electric business enterprise, the bottom line to ensure authentic, so the future luxury category in these electronic business platform to turn to self will be a big trend." According to the Nanfang Daily reporter learned that after the sale of luxury goods, many netizens also said that will no longer be in the electric business platform of Third-party merchants to buy luxury goods. In its latest response to the Nanfang daily, Poly-Mei Products also said as a result of the luxury third party platform, the model itself is flawed, directly by the Third-party delivery of the platform can not be a strong supervision, so poly-Mei products to consider the luxury third party to the proprietary business, with a view to further strengthen supervision, no similar problems.

As in the special sale mode walk in front of the only goods will, its business center senior Director Deng Weiwei said, only the product will be with all brands of cooperation, must undergo at least 3 months of rigorous review and evaluation, have to have brand licensing, to ensure authentic.

Voice

The unauthorized use of other people's trademarks, whether online or offline, is an infringement, while deliberately concealing from consumers the fact of selling high imitation goods should be a fraud to consumers. Although these violations occur on the Internet, the same applies to the Consumer Rights Protection Act. If the false, the sale of leave to reach a certain amount, may also constitute a crime.

--Director of Guangdong Silver Mu law firm, lawyer Rofang

Some large electric business platform out of the problem, the habit of the responsibility to third-party businesses. In fact, the problem is often not so simple, non-proprietary businesses sell fake behavior, it is likely that these electronic business platform behind the intention to indulge. The store under the cover of the platform, and its common profit. Individual electric dealers may even be the leader behind the scenes.

--Yi, secretary general of China Mobile (micro-blog) Internet Association

Related

The business model of electric business is contrary to luxury goods

For the media exposure of the issue of electronic business leave, well-known luxury goods experts, wealth Quality research Institute Dean Zhou Ting in the South Daily reporter interviewed said no surprise, "last year we have a survey data show that China's online sales of luxury 80% is fake." In particular, foreign imports of watches, if it is low price, it must be false watch, which is widely recognized in the industry status quo. ”

"Electric dealers do luxury goods, there is no fate." "There are many reasons for the Zhou Ting analysis of the sellers ' fake behavior, and the most fundamental problem is the business model."

According to the analysis, for luxury goods, especially vertical electric dealers, its original business model has led to the lack of attractive luxury brands. The whole business design model of the electric dealer is still low price dumping and attract eyeball, this unconscious has cultivated a batch of "cock Silk user" and "job-hopping specialized person". To create sales of electricity dealers 80% groups are a group of job-hopping customers, they have no loyalty, they are concerned about which site is cheaper. Therefore, foreign luxury brands are unwilling and not easy to authorize the brand to China's electricity business. Eventually led to sales of luxury goods dealers narrow channels, restocking costs are high, marketing costs are also high, and lack of product corresponding experience and services.

and in order to cater to customer base, the electric dealer can only often play a low-cost strategy to attract eyeballs, but its purchase cost is still high, then some electric dealers can only fake. Fakes are a means of keeping profits and keeping prices low.

Identification is difficult to promote the sale of false arrogance

Zhou Ting also pointed out that the identification of luxury goods also to a certain extent, to promote the channel and the dealer's selling false arrogance.

She analyzed, first of all, luxury brands in China to develop a short time, and China has not set up and improve the standards of luxury appraisal and the corresponding professional system. Second, Chinese consumers are relatively junior, their brand awareness is still low, do not have high vision and standards to identify the quality of luxury goods and purchase channels. Third, the identification of the difficult from the brand itself. Luxury goods in China opened so many stores, but did not provide one of the services is product identification, unless you are in the mainland or shop may have some identification services, but most brands do not provide identification services.

"On the one hand, because of its lack of professional technical team in China, the general sales or shopping guide does not have a particularly strong expertise to identify technical knowledge, on the other hand, many luxury brands, especially big-name, in China has a substitute factory is not a secret." The existence of a large number of generations of factories, including the outflow of informal channels of some goods, led to the result that the brand did not know whether it is real or fake. And once identified, a lot of things on the ground surface, then the Chinese people have been in the hearts of the original plot of the lie will be debunked. So they would rather create scarcity in terms of qualifying services, and ensure their own noble ancestry. ”