There is still a month to the annual 'Double Eleven' e-commerce promotion war, but the fight has already started to the merchants. According to the value brother, from the end of September this year, the fight for the business of the two choices (Forcing the merchants on the platform) 'has been carried out on a large scale. In the face of the continued decline in stock prices, and the upcoming 'Double Eleven' war, the fight is more anxious to sacrifice the 'two choices one'. But can you save the fate of sustained losses compared to the tacit approval of fake sales?
Shopping Q4, fight a lot of thieves to catch the thief's 'two choice one' strategy
On October 10th, a lot of co-founder Dada once broke the news on the social platform, Tmall forced the business to 'two choose one' behavior, but then it was exposed by the media. As early as the end of September this year, the fight began to be targeted. The business's tough 'two choices one' behavior.
According to the social e-commerce platform, the collection of CEO Zhang Zhengping broke the news, 'Amoy collection is a social e-commerce platform for the start-up period, only two months on the line, I did not expect to fight a lot of self-promotional activities. Before the National Day , ordering merchants must choose between the multi-player and the scouring collection. Fighting a lot of employees and supervisors in the business group directly within the deadline of the business must be within 48 hours (before September 30) off the collection of shops, otherwise it will be three Level punishment!' Zhang Zhengping explained, 'The third-level punishment is the most severe one. It is basically the death penalty. All the goods are removed from the shelves. It is forbidden to put on new ones.
In Zhang Zhengping's view, for the business's 'two choices one' behavior, the fight has already begun at the end of September. 'A lot of work, please stop your performance, please stop asking the merchant to choose one, don't thief shouting to catch a thief!'
According to the value brothers, there are more than one choice for the business's 'two choices one'. In 2017, there were suicides on the business of Suning, and many people forced to choose to compete in the platform of the group. Otherwise, they will suffer. Go to 'blocking'.
Why do you have to blame other platforms for 'two choices one', but on the other hand, do they be hegemonic to other businesses? There are many e-commerce analysts who believe that this is a strategy to fight a lot - in a strong opponent In front of 'playing the weak', and for the weak merchants, 'take the arrogant behavior.' As Zhang Zhengping said, this is a way of 'thief shouting thief', and the main purpose is for the upcoming 'double eleven' And 2018 Q4 scores.
The acquiescence of fake sales has lost more lawsuits, but still fakes
As everyone knows, the most criticized in the outside world, mainly the rampage of commodity goods, and the acquiescence of fake sales. This behavior was concentrated in 2018, the so-called debt owed in the year, need to count after the fall.
On September 5, 2018, Zhongshan Mare Commodity Co., Ltd., the holder of the Chinese laundry detergent brand 'Pahnli', announced that it took more than half a year to collect evidence and the company won in the near future. 'Pan Duo Duo': The first-instance judgment of the Zhongshan City Court of Guangdong Province, two salesmen were sentenced to immediately stop the infringement and carry out economic compensation, and the platform side 'too much' was also sentenced to bear the joint responsibility. This is the first to win' A lot of consumer goods companies. This is the first time to fight more because of acquiescence or even encourage fakes and other acts, infringement of business rights, and received corresponding punishment.
However, the behavior of encouraging counterfeit goods sales has not improved much, even though this platform already listed has announced the results of counterfeiting. On July 30 this year, the company issued a statement saying that it did not authorize or authorize third parties. The shopping platform 'selling a lot' on the sale, promotion of rice and related products, has been complaining, complaining, requesting to stop, remove, remove all the meters and related products. But after the release of the statement, the reporter A lot of platforms search for 'extreme rice', still can find a number of products, and the top left corner of the product picture also has the official logo of the meter technology. More and more is still in the 'top wind crimes'.
Also in July, Skyworth TV official also issued a solemn statement, saying that the recent sale of a large number of counterfeit Skyworth brand TV products on the 'Jiduoduo' shopping platform has seriously infringed the brand rights of consumers and Skyworth. According to incomplete statistics, fight There are more than a dozen counterfeit Skyworth brands on many platforms, namely: Skyworth Pioneer, Skyworth Cloud TV, Skyworth, Skyworth, Skyworth Cool, Skyworth Cloud, Skyworth e Home, Skyworth, etc. These and Skyworth TV The official has nothing to do with it.
From the above phenomenon, it will be found that the fight against fake goods is rampant, and the wide-ranging behavior of encouraging counterfeit goods is not only the subjective behavior of individual merchants, but a kind of platform-accepted 'collective crime'. However, some legal persons also indicated that For a platform like this, the cost of merchants' rights protection is very high. Even with legal support, it is quite long.
Why do you force the business to 'two choose one': the revenue structure has changed dramatically, the loss is 7.8 billion and the stock price is boosted.
Forcing merchants to 'select one' and encourage platforms to sell fakes, these behaviors seem to be the epitome of the different strategies of the business. The back of this is the transformation of the company's anxiety that has only been listed for more than two months. It is found that the anxiety of the fight is now facing a heavy crisis, triggering its behavior of forcing the business to 'two choose one'.
First of all, the stock price and market value fell by a third, and there is a lot of need to fight hard. Since the listing at the end of July this year, its stock price has fallen all the way to 30.4 US dollars, and on October 10, it has fallen 9%. The stock price has changed to US$20.33, and the market value has shrunk from the highest of US$33.76 billion to US$22.52 billion, a drop of 33.3%. Such a large range of declines obviously makes the fight more “fluctuating” and faces the upcoming 'double ten'. One's e-commerce promotion war, one of the killers for the merchant's 'two choices one'.
Second, sustained losses have intensified, with a loss of 7.8 billion yuan for half a year. There is an urgent need for profit. On August 31 this year, the company published the first financial report after the listing, namely the Q2 financial report for 2018. The financial report shows that the second quarter R&D expenditure was 186 million yuan. According to statistics, the cumulative net loss of the platform was 7.8 billion yuan. According to statistics, it is found that the loss in the second quarter of this year is In the past quarter, nearly 39 times. According to the prospectus published on June 30 this year, in the two years of 2016 and 2017, the net loss of 292 million yuan and 525 million yuan respectively was generated in 2018. The net loss for the quarter was RMB 201 million. The performance of sustained losses has made it urgent to make a profit, and merchants are the main source of revenue for the entire platform. Obviously, the strategy for the merchants is to fight for the most important profit. One link, which has a lot to do with changes in business revenue.
Third, there has been a huge change in the revenue of many products, and the transformation of merchandise sales has become online marketing for merchants. Now, the business strategy directly affects the survival lifeline of the fight. According to the analysis of the tiger sniffing, the current social e-commerce platform The income mainly comes from two aspects, the online marketing service for the merchants (mainly refers to advertising), and the sales income of the products. The revenue of the advertising is greatly increased, which is 48.3 million yuan in 2016 and soared to 1.74 billion yuan in 2017. In the first quarter of 2018, it reached 1.384 billion yuan, a 37-fold increase over the same period of the previous year. On the other hand, the sales revenue of the products continued to decrease. In 2016, it was 456.6 million yuan, and in 2017 it fell to 3.4 million yuan to 2018. The first quarter of the year is 0.
It can also be seen from the multi-business model that has changed from the previous sales of goods to the online marketing of merchants in 2017, which has undergone tremendous transformation. In other words, the past has relied more on users to purchase goods on the platform to earn income, and now to the merchants. Online marketing is the main reason, which is a major reason why it requires the merchant to choose 'two choices one'.
However, there are a lot of changes in the transformation, which has led to the way of 'killing chickens and taking eggs', forcing merchants to carry out 'two choices one'. Can you really save yourself?