I don’t remember which year, probably about 25 years ago. I went to Shishi Town, Fujian Province to investigate, which is China’s largest daily consumer goods distribution center.
At that time, there was also a 'consumption upgrade', people began to abandon the crude heavy alkali soap, and were willing to buy scented soap. The imported Lux brand soap is the most popular 'luxury'. And Shishi, the largest counterfeit soap market .
Standing on the noisy street, I can't tell, which piece of soap is real, which one is fake.
A local cadre taught me how to distinguish: fake Lux soaps with anti-counterfeiting logo, and really, no. He is also proud to tell me that our stone lion is Asia's largest laser anti-counterfeiting logo production base.
This ridiculous experience happened in my work a few days ago.
In order to write this column, I specifically went to download the fight. I found the new millet, Skyworth Pioneer, Blue Moon Shell Laundry Liquid and Lao Yu Ma...
Then, I also found Head & Shoulders!
At that moment, I was very embarrassed, and then used a few minutes to seriously distinguish whether the bottle of Head & Shoulders was real or fake. It suddenly reminded me of the scene on the street of Shishi more than 20 years ago.
I have read two analysis reports about the fight.
One is provided by Tianfeng Retail. It uses reptile technology to count TOP100 items from June 27 to July 27, and found that there are 39 products suspected of counterfeiting brands. The proportion of sales was 57.82%, and the sales volume was 63.37%.
Tianfeng Retail also summed up the three routines of counterfeit brands: Adopting Chinese names consistent with well-known brands, but different English LOGOs; adding small characters before and after famous brands; borrowing well-known brand names from other categories.
In other words, after more than 20 years, our counterfeiting skills did not seem to have been upgraded.
The other is a sample survey conducted by Wall Street’s Wisdom Research. They counted 56 products in the 12 major categories of electrical appliances, maternal and child, food and beverage, daily necessities, and apparel, which were used by ordinary consumers. The total number of sold products (GMV) of the above products is 580 million yuan.
There are two core conclusions from the Wisdom Institute:
First, among the total sales of 580 million, the sales of suspected counterfeit products were 258 million yuan, accounting for 44.53%;
Second, the price of the single product is far beyond the normal range. The price of the line is 10 times the price of the group. The researchers have checked the price of the similar products on other e-commerce platforms, and the price of the line for many platforms. There is a phenomenon of deliberate over-exaggeration.
Both reports are serious 'destroyed' with a lot of goodwill, but to this day, I have not seen any formal response from the company, I can only regard it as a fact.
It’s a new thing to fight, but it’s an old problem.
As a company with less than three years of business, it not only achieved a monthly record of 100 billion yuan, but also quickly listed on the NASDAQ, becoming the seventh largest Internet company in China, and the founder's body ranks among the top 20 in the country. This is of course a textbook-level entrepreneurial myth.
The rise of the fight, the young jaundice team did a lot of things.
They seized the social dividend of the mobile Internet, driving people's fissile marketing with people instead of goods, which may represent the mainstream mode of Internet e-commerce in the future. With the exhaustion of online traffic, the operation of the community And the content fission, is becoming a new power source for e-commerce.
A lot of micro-innovation in interactive experience and growth hackers. It constantly encourages and induces users to forward - of course, this has the special permission of the investor Tencent to stimulate new users in a near-zero cost way. The increase and the occurrence of sales.
Strive to target the target users to the low-income price preference group, and intensify the most perceptual consumer market with extreme price/performance ratio. This path is very similar to the Taobao network of the year, the difference is that the fight is more On the mobile side, and in a more efficient decentralized mode.
With the support of capital, they bombarded with high-density advertisements and completed the detonation of platform-type brands in a very short period of time. This means, Huang Qi should have learned from his teacher Duan Yongping. Big advertising gold master, vivo, OPPO and fight a lot, tied the same door, is also a 'good story'.
Therefore, a lot of people, the blood of Tencent, wearing Ali's shoes, waving the paragraph Yongping-style axe, is indeed a fake Chinese youth.
The dilemma that I encountered today is an old problem. Huang Wei’s masters and Chinese manufacturers have encountered them for many years. I simply boil down to four.
First, counterfeiting does not mean shoddy. The quality of the fake Lux soap is not much worse than that of the real Lux, but the price is only a fraction of the latter. Therefore, the counterfeiters, the knockoffs are for the benefit of consumers;
Second, the low price is about equal to low quality. As a consumer, you are willing to spend 7.5 yuan to buy a pound of milk powder, you should know how much milk is there. If you really think that you can buy one for 288 yuan. The same mobile phone as the iPhone, that is not my fault;
Third, merchants sell fake goods, and the platform has no responsibility. Even if there is responsibility, it is not a joint responsibility, but at most the supervision is weak, and other households are also selling, the law is not responsible. A lot of partners in the media communication on the previous day It was even raised at the meeting that fake goods are a matter of human nature, and it is unfair to let the three-year-old fight more and more;
Fourth, no one can be successful in a suit business. All the saboteurs are brutal, can do everything, wait for me to succeed, go public, and set a suit as a gentleman is not too late. In China, ' Success is the best deodorant'.
Today, around all the doubts about the fight, it is probably very familiar with these four articles. So, it encounters old problems.
From the perspective of the history of business for forty years, the success and predicament of the multi-type is not the first time. It reminds us of the Wenzhou and Jinjiang goods in the 1980s. The health care products in the 1990s and the urban and rural areas Ministry of Small Commodity Market, Huaqiang North and Zhongguancun in the early 2000s, and Taobao.com ten years ago.
These are some of the places that have created countless business myths, but now, where are they all? Even Taobao, if not going through the iterations of the future, I don't believe it, it may be today.
These old Chinese stories are part of contemporary China. They swim in the gray area and are full of the brutal impulse of wealth. Their existence has very realistic and sufficient reasons. However, it also shows that the business is moving from chaos to norms. Difficult.
Because of this, there is one of the most widely explained explanations for the phenomenon of multiplication: 'A lot of success can be achieved by catching the sinking crowd brought by the third wave of the demographic dividend of the mobile Internet'. The argument is, 'We are concerned about the most extensive people in China, which is similar to the quick-handed, headline growth reasons.'
Based on this argument, it is natural to deduce a somewhat black humorous view: China's so-called 'consumption of consumption' is a self-proclaimed illusion of a few elites, namely the people of Beijing's five rings. Outside the ring is the real and arduous vast China.
This paradoxical view is actually very slow. Because the feasibility of any business model should be based on two 'basic respects':
First, respect for intellectual property and brand is the basis of order in a mature commercial society and the premise of the rule of law for all business practices. Both the manufacturer and the platform should be self-disciplined and maintain its dignity. Indifference, constitutes the sorrow of business ethics.
Second, providing consumers with suitable goods is a basic respect for them, including the quality and price, the promise of service, and the legitimacy of the goods themselves. The idea of being able to satisfy with counterfeit or shoddy goods is itself an insult to this group of people.
In business, supply and demand are always a game relationship that depends on each other. Consumers' pursuit of cost-effectiveness of goods is never-ending, and the satisfaction of them should be accomplished through technological innovation and efficiency improvement. Trafficking in the wrong place is not the right way. It is neither praiseworthy nor an excuse for any understanding.
The upgrading of consumption in any country is accompanied by an escalation of cognition and an escalation of the rule of law, including the upgrading of the responsibilities of the entrepreneurial class.
Duan Yongping spoke a bit after the listing, and the general idea is: 'I haven't used it too much, but I have a high degree of trust in Huang Wei! Give him 10 years, everyone will see their powerful places. . '
Master Duan should at least use the apprentice's products, so that he can talk about trust.
After the 80s, Huang Wei graduated from a prestigious school. He was a young man. Ten years later, he was less than today’s Duan Yongping and my age. At this point, we really have reason to have deep expectations for him.
Then, for the next ten years, what are you going to do now?