'Picture a lot, fight a lot, fight more, save a lot...'
I believe that everyone has heard more or less such advertising songs with the potential of 'brainwashing'. As one of the hottest topics in 2018, I have experienced a lot of high-profile listings from the United States and then exposed to the problem of the cottage. A roller coaster ride like a roller coaster.
Although the fight has been carried out in the 'doubles' campaign after the 'fake storm', the alleged infringement and counterfeit goods have been disposed of, but online shopping has become the 'daily' of today's people. The incident has undoubtedly once again focused everyone's attention on the e-commerce platform.
The home network has learned that the cottage is rampant, bad reviews have been deleted, information leaks, commodities involved in pornography, big data killing... Behind the convenience, there are various problems of the major e-commerce platforms, as a weak The consumers of the party often have no way to complain because of various reasons, and the claim is fruitless. In the end, they can only eat dull and diarrhea. They can’t say anything. However, this situation has finally ushered in a turning point. Recently, thirteen The Fifth Session of the Standing Committee of the National People's Congress voted on the "Electronic Commerce Law of the People's Republic of China" (hereinafter referred to as the "Electric Commerce Law"), and it will be implemented on January 1, 2019.
E-commerce law dust settled Cottage fakes into the countdown?
The "Electronic Commerce Law" consists of seven chapters and 89 articles, mainly for e-commerce operators, the conclusion and implementation of e-commerce contracts, e-commerce dispute resolution and e-commerce promotion and legal responsibility. The five parts of the e-commerce disputes have been stipulated. From the 2013 legislation to 2018 The year was officially passed. The E-Commerce Law has undergone three public consultations and four deliberations. During the period, it was also a game of interest for all parties. The process had to be twisted and twisted.
The adoption and implementation of the "Electronic Commerce Law" is undoubtedly a remarkable milestone in the development of e-commerce in China. E-commerce has since been followed by law, which also marks the end of the era of e-commerce 'barbaric growth'. The E-commerce Law stipulates that e-commerce operators should disclose goods or service information comprehensively, truthfully, accurately and in a timely manner, and protect consumers' right to know and choose. E-commerce operators must not make fictitious transactions, fabricate user evaluations, etc. Ways to conduct false or misleading commercial propaganda, deceive, mislead consumers. Although the E-Commerce Law clearly raises the punishment for infringement of intellectual property rights, there are still market participants who want to completely solve the 'cottage', false There are still some difficulties in the issue of goods.
Low cost and wide market, home appliances into the hardest hit areas
For home appliances and other manufacturing industries, e-commerce can be described as a double-edged sword. According to the "2017 home grid purchase analysis report", China's B2C home grid purchase market reached 490.6 billion yuan, an increase of nearly 30%; home appliance industry online shopping penetration The rate has reached a record high of 26.5%. However, in the home appliance industry, behind the e-commerce Dongfeng, there are all kinds of problems. In the "cottage" and counterfeit problems that have been exposed, the home appliances It has become the hardest hit area of the victim, and the most popular one is the '傍名牌' technique.
Shortly after the listing, many Skyworth as the color TV industry giants started the first shot of defending rights. On July 28th, Skyworth issued a solemn statement requesting that the fight for the display and sales of all counterfeit Skyworth TV products be stopped. The attachments show that there are many more in the 'cottage' Skyworth, including Skyworth Pioneer, Skyworth Cloud TV, Skyworth, Skyworth, Skyworth Cool, Skyworth Cloud, Skyworth e, Skyworth and so on. Merchants and products, people are staggering. After Skyworth, Konka has also joined the ranks of rights protection. In addition to these two companies, including Samsung, Xiaomi, Hisense and other well-known brands have also been 'touch porcelain'.
The problem of home appliance cottages has been around for a long time. On the one hand, the low cost and low technical content make the 'cottage' home appliances possible. Taking TV sets as an example, it is said that in some unlicensed underground factories, only three or five people are needed. It can be assembled into a TV set, most of its components come from old used second-hand TV sets or inferior products produced by factories. The cost is extremely low. Several workers assemble them and attach a trademark similar to the big brand, a cottage. The TV set was produced.
Some experts pointed out that due to low technical requirements and low cost, Shanzhai home appliances have great profit margins, and there is an extremely prosperous industrial chain behind them. These small workshops are often hidden in some remote villages in the city, taking a shot. In another place, avoiding supervision and obtaining profits through e-commerce and agents. For home appliance companies that defend rights, this situation has caused difficulties in proof, high cost, and low compensation.
On the other hand, there is a market for demand. The imbalance of China's economic development has led to uneven consumption levels. For consumers in third- and fourth-tier cities and counties and townships, they are more concerned about the price. The primary demand is cheap and usable. And the fight is to seize this huge group, and in just two years, successfully ranked among the top three in China's e-commerce. According to Aurora Big Data last November According to the survey, the share of users in the third- and fourth-tier cities and below is much higher than that of Jingdong. The low-priced, and usable cottage appliances have naturally become the fragrant scent. In the eyes of some consumers, whether the brand goods are just additional elements, Cheaper use is the priority when they buy products. Low-cost profit margins, the market is wide and so on. The cottages are like wild grasses, wildfires are not burning, and the spring breeze is born again.
The problem of the cottage cannot be solved overnight.
The release of the "Electric Business Law" will undoubtedly have a definite effect on combating cottage appliances. At least in the future, the e-commerce platform will have a real basis for the management of cottage home appliances and platforms. But if it is implemented, it still has to be implemented. A lot of difficulties. The home network survey found that after the release of the "Electric Business Law", on some e-commerce platforms can still find products including 'vivi' mobile phones, 'Ace World' TV and other products. It is understood that the Chinese law is currently for the 'cottage There is no clear definition of the commodity, and, according to Article 45 of the published E-commerce Law, if the operator of the e-commerce platform knows or should know that the operator in the platform infringes intellectual property rights, it should remove, block, and disconnect. Links, termination of transactions and services and other necessary measures; if the necessary measures are not taken, the infringer bears joint and several liability. Among them, 'knowing' and 'should know' should be defined, what should be done after knowing, it is still to be verified.
The home grid understands the views of the industry insiders. The home grid understands the views of the industry. For the issue of cottage appliances in the electronic store and building materials market, the relevant departments should keep up with the times in terms of supervision, continuously strengthen law enforcement, and strengthen the waste. Supervision of home appliance recycling. For branded home appliance companies, in addition to raising awareness of rights protection, there is also a view that branded home appliances should continue to sink channels and adopt market competition to eliminate cottage home appliances step by step.
In addition, in terms of products, many incidents have also exposed the serious problem of homogenization of current home appliances. When consumers have become more and more difficult to distinguish genuine and knock-out products from the appearance, improve the recognition and competition of their products. Force has become a top priority for branded home appliance companies. Industry people told the home grid that the "Electric Business Law" issued this time is undoubtedly a good start, and the development after that remains to be further observed.