Counterfeit goods, pirated goods, inferior goods, and rampant cottages are different from the joys and enthusiasm of other companies after IPOs. The listing of many companies has caused a strong storm of doubts. Some netizens tweeted: 'In Jingdong, Tmall will worry about buying fakes. Goods. But in the fight, I am very relieved, because the purchase is definitely a fake.
Contradiction between traffic and fakes
According to Tianfeng retail reptile data, as of the 30 trading days before July 27, among the top TOP100 products, the total transaction volume of the top 30 trading days was 79.23 million yuan, and the sales volume was 137,100 units. Among them, 39 suspected counterfeit brands totaled 57.82% of sales, accounting for 63.37% of sales. The simple calculation can get more than 578 yuan for home appliances. When the production cost is not only 578 yuan, the price-performance ratio that consumers can 'spelling' seems to be crumbling.
Low price is a lot of 'killer'.
With the diversion of low-priced goods, it took more than three years to do so, and 'three hundred million people are using it', but when the doubts come, brand owners can't avoid it, relying on traffic alone, they can support it. The future?
A person in charge of a well-known water heater brand that has been in contact with the company has told China National Grid that 'the current mode of travel is the same as the path taken by many e-commerce platforms at the beginning, and the traffic is impacted at all costs. Through the traffic portal, build consumption. Groups, and then the ability to negotiate with the brand. However, compared to at least the e-commerce platform that also protects the rights, it is too blatant to collect a large number of counterfeit goods.
According to him, brands are hoping to have more traffic portals, and the coverage of '300 million people' is indeed tempting, but so far, there are few formal brands that really dare to try and build a cooperative relationship. 'As far as I know, many home appliance products sold by many platforms can't cover the production cost. However, many of them will give subsidies to commodity providers, and use this kind of money to maintain the low price temptation. But even if there is subsidy, formal Brands don't dare to use their low price on the platform to stick to their own products, because once consumers have an inherent impression, they will think that I can use 300 yuan to buy products, in other stores or in the future, I will use 3,000 yuan. Buying, for the brand tonality is a great injury, and once the fight is bigger and bigger, the subsidy is gone, the bargaining power is not in their own hands, the brand can only lose money to earn money. So, the current formal brands are mostly wait and see, but the fight is much You can only get some cottage counterfeit brands, because these fake brands have no worries, you can retreat at any time, or change brands and do it.
The past of the e-commerce model
In the process of China's home appliance development, there is always a contradictory and complementary relationship between the channel and the brand.
Another person in charge of the integrated home appliance brand spoke to the China National Grid on the channel platform he knew. 'In general, the brand traders love and hate the channel platform. Take Jingdong and Tmall as examples, the two represent In contrast, China's existing two organizational sales models. In contrast, JD is more focused on offline operations, moving the offline mode to the Internet via the Internet; and Tmall is a pure online sales model. Specifically, Jingdong has a very fast store, because the store is fast, if the brand has merchandise sales demand, as long as the product is given to Jingdong, Jingdong can help you through the marketing, and quickly help you to increase the volume, but the disadvantage is that the brand is not good at this time. Price, because Jingdong will completely follow the rules of its own. Jingdong is essentially a distribution model. Brands will send the goods to Jingdong Cang, and they will operate according to Jingdong’s gameplay and price system. It belongs to B2B2C. Tmall is B2C, the direct cooperation between brand and Tmall is relatively small, in addition to the official flagship store, there are online direct stores and specialty stores, etc. These stores are operated by their respective dealers. Brands supply goods to dealers, dealers to the day. Cat Going to shop. In terms of image, Tmall is like a traditional rural collection, building a platform, specifically to which brand you are, which store, Tmall rarely intervenes directly. Jingdong is more like an online distributor, I (Jingdong) Come and set the stage for you. How many real money you have, I will play cards for you.
He added, 'Everyone now feels that Tmall's new retail is very similar to Jingdong's unbounded retail. In fact, there is a big difference in nature. Unbounded retail is used as a large online first-tier dealer through Jingdong. Own logistics, the products are distributed to the warehouses in various places and Jingdong stores, whether it is Jingdong help or Jingdong store, are small dealers for development; and Tmall's new retail is the supply and marketing platform, above There are a lot of shops, everyone to do their own distribution, is to bring B2C to the extreme, rookie logistics is relatively loose alliance with Jingdong logistics.
He told China National Grid that 'Jingdong and Tmall have different layouts and paths, but for consumers, it is more convenient and affordable to bring together product resources and promotional resources. Of course, these two The models are not completely opposite, and they can be integrated. Now, it seems that a lot of effort is to take an intermediate value between the two, that is, to control the brand, to achieve low prices to attract traffic; at the same time, it does not control The power is too strong, and many services are still implemented by commodity providers. And because it is mainly aimed at small manufacturers, it is better to control, and it is really facing large manufacturers. It still takes time to prove whether this path can work.
The person in charge believes that although there are many problems faced by the fake goods, most of the brands still don't want to open their faces. 'Whether you like it or not, it really touches a lot of the 4th and 5th lines from the rural areas. Young and middle-aged groups, and relying on Tencent's 'good father', both the capital chain and the flow of liquidity are available. If you can crack the current fake situation, it may become an effective platform for the brand channel to sink.
'Everyone is watching...'