Taobao'S Inside Story: It'S Hard To Fight Against Counterfeiting.

Before the Spring Festival, the "big fight" between Taobao and SAIC triggered social concern about the sale of Taobao. In just a few days, the SAIC announced the "white paper", Taobao employees Hu Bing issued an open letter, the Alibaba share price plummeted, the director general of industry and Commerce summoned Ma Yun, reached a settlement, and issued separate statements respectively.

As time goes by, dust settles down. It seems that a commercial blockbuster has been launched.

After the festival is "3. 15".

In this

We have penetrated into the era of our life. In this time when the whole nation is concerned about the quality of products, we are looking at a special "fake": non genuine products.

In January 23, 2015, SAIC issued the "directional monitoring results of online pactions in the second half of 2014". The lowest rate of genuine quality of Taobao is only 37.25%.

In this sense, the "non genuine rate" exceeds 60%.

What is the non authentic product? This plan is specially designed for you to read carefully.

Senior Taobao people: I am quite Taobao.

Song Xiaoduo is a senior Taobao guy.

She started Taobao online shopping in 2007, during which she passed through several important life nodes such as pregnancy, birth, new house decoration and so on. It can be said that several major categories of pregnant mother supplies, baby supplies, decoration materials and household products were all settled on Taobao. Until now, she was used to Taobao, and almost all of her life came from Taobao.

Today, she is already a V5 buyer from Taobao.

V5 means customers who have bought a lot of products.

When it comes to whether online shopping will buy fake goods, she is sure to say that careful choice is not a big problem.

She said that few online buyers would worry about fakes and would be angry if they bought fake products.

But people like her who are accustomed to online shopping can easily avoid fake traps.

She usually looks at the evaluation carefully and looks at the details of the goods to see whether the price is in line with common sense.

Taobao actually designed a very scientific system, that is, shopping evaluation system, which is evaluated by users in a single and single way, and is relatively objective and reliable.

Sellers who look poorer do not buy.

The other thing is not to look at things that are too cheap. It is common sense that the price is too low to be reliable.

Some Taobao shops have brush evaluation, especially clothing, which can be seen in general. The key is to see whether there is a seven day return policy for goods. Most of the better shops have, and if they buy bad things, they will be able to return.

At most point of loss, freight.

Food and electrical appliances must pay attention to not buying fake goods.

Look at the brand, look at the seller's evaluation and see the price.

Cosmetics generally do not buy online.

Several points to note, Song Xiaoduo believes that over the years the overall success rate of purchase is very high, online shopping experience is good.

Song Xiaoduo spoke highly of Taobao's convenience and low price, giving a high score of 80-90.

While buying decoration materials, she had damaged the pportation process, and needed to replace the fittings.

Under the pressure of evaluation system, the seller has good service quality.

On the other hand, Song Xiaoduo also bought clothes and bags of super goods.

Really big luxury goods are too expensive to buy Super products.

For the battle between Taobao and SAIC, she felt that "no key points were found in the match."

"Does the SAIC want to collect more taxes?"

It can be said that Song Xiaoduo represented a large number.

Position and viewpoint.

Who is victimized and who will benefit?

Baidu encyclopedia interpretations of genuine products are:

It refers to the original product produced by a brand, and the corresponding word is "fake" or "defective product".

That is to say, the key words of non genuine products are imitation brand, non originality and poor quality.

Compared with Song Xiaoduo's personal experience, if Taobao is over 60% of non certified products, it is a bit unjustifiable.

After all, the vast majority of consumer products represented by Taobao are cheap and easy to use.

Cheap is relative to the prices of shopping malls and supermarkets. After all, online shopping saves high site fees.

The "white paper" of the General Administration of industry and commerce is defined as: "unification of counterfeit and shoddy products, refurbished products, unauthorized formal channels, content and propaganda inconsistent products, no 3C certification, non official products in the mainland of China," products that are not in conformity with the "universal labeling of consumer goods use instructions," are listed as non certified products.

In addition to the traditional sense of counterfeit and defective products, this definition specifically points out that "unauthorized" should refer to luxury brand clothing bags and cosmetics with unknown channels.

In the long term Taobao life exercise, Song Xiaoduo did not intend to divide Taobao products into three types, which coincides with the classification of the General Administration of industry and Commerce: first, ordinary commodities, which basically distinguish between genuine and unauthentic products according to Seller's reputation and price; two, high-end clothing bags, imitation products are concentrated; three, cosmetics, unknown circumstances.

From another point of view, SAIC has done solid work for Taobao products. If we focus on fake imitation and cosmetics, we should hit seven inches of Taobao fake.

Unfortunately, the results of the SAIC's statistics are not rigorous enough to give people the authority to handle matters, which has led to the fierce counter attack by Taobao. It has also led to the tragic fall of the entire Chinese stock market in the overseas stock market because of the fact that it has not known the truth and the market value of 60 billion dollars evaporated.

Finally, this originally reasonable and effective anti-counterfeiting action was gloomy.

Generally speaking, consumers will tend to buy genuine products when buying ordinary commodities. In such a market environment and information feedback environment, as long as the management is strengthened, the survival space of fake goods is not large.

The consumer's intention to buy fake is equivalent to being an accomplice of the counterfeiters. With the clothes and bags as the leading area, high value brand imitations are popular online.

It is really because the price difference between the clothes bag and the famous brand is too big, so the consumer is actually rushing to imitate the famous brand.

Such behavior encourages the counterfeiting of high imitation products and is difficult to combat.

As for Taobao, it is natural that it is a common commodity with high quality, and the imitation of high-end products can not be encouraged.

Imitating famous brands and selling fake commodities are damaging the ability of market innovation and ultimately harm the interests of consumers.

If the imitations are not enough, the market will inevitably produce "bad money drives out good money" effect, and good products are hard to generate.

Recently, people who went to Japan to snap up toilets and rice cookers found that they were all made in China.

Why do you think that good products are abroad?

Even with the ability to go to high-grade domestic products, few businesses are willing to spend a lot of money on developing high-end products with innovative spirit.

The concept of the 55 degree cup has just been approved by the market, and there is no surprise that it is a large number of cottage products.

The way to deal with counterfeit goods in Hongkong is to refuse to authorize the online business, only to sell its flagship store.

The piracy of copycat piracy caused by self innovation has resulted in high cost and not easy promotion.

Enterprises find that they can't earn money by innovative products, so they simply focus their energies on the ordinary commodities that cost much to control. Anyway, the Chinese market is so deep that the market of first tier cities and 23456 line cities can be developed.

The final result is that high-end goods are equal to imported goods.

On the surface, the original brand is damaged, and consumers who buy high imitation products benefit from it. Further thinking that the quality of Chinese products is damaged, the purchase of high-end products can only buy imports, and ultimately the domestic consumers are damaged.

Rights protection matters

Rights protection, on the one hand, is protected by the original brand of Shanzhai. On the other hand, it is an unintentional purchase of fake customers' rights.

"Intentional purchase" does not count.

Our reporter interviewed a lot of original brands that encountered Shanzhai. Without exception, safeguarding rights is a word.

For the world cup, the company designed and produced the mascot, the company, has set up a position of a brand manager for the protection of its products.

However, the effect seems to be limited, and with the end of the world cup, the post is dead.

A certain brand of clothing in Hongkong has been very popular with fake products on the Internet. It has been protecting for a long time, with high cost and very little effect. It has given up its rights protection. Instead of trying to tell consumers, you can only buy genuine products at our flagship store.

That is to say, we have abandoned the channel of network agent marketing, which can rapidly expand the market.

The 55 degree cup is a crazy cottage. The cottage goods also argue that the cost of a cup is far below the price of the 55 degree cup. It completely ignores the invisible cost of R & D and innovation, induces users to tuckus, and almost chokes the new product in the cradle, and the company has to start a full counterfeiting operation.

Luckily, Jia Wei, the chairman of the group, not only gave up, but said in a high profile that he should continue to develop a series of innovative products of smart life and lead the "artifact era".

This determination to meet difficulties has given us a glimmer of hope.

As for consumer rights protection, some people think that businesses should take full responsibility for fake products, but not for Taobao.

As a place of operation, even if it is virtual and online, Taobao must be responsible for all the goods sold in this place, just like other physical stores.

In fact, Taobao is still unable to get rid of its regulatory responsibilities despite its difficulties in supervision of massive commodities.

Therefore, if consumers buy fake products at normal market prices when they buy online, they can also directly ask Taobao to make a claim in addition to requiring businesses to refund their refunds.

As a matter of fact, the purchase of undesirable goods on Taobao is a better way to deal with the return and replacement of goods than ordinary shopping malls.

In this sense, Taobao has established a very valuable business ecosystem: business reviews, and post payment Alipay.

Ma Yun, chairman of the board of Alibaba group, issued a statement after the "war": "counterfeit is a hard nut to crack in the development of all business models. Fake products are not caused by Taobao.

But Taobao is bound to shoulder this kind of grievance and responsibility.

Taobao can only recognize it and solve it. "

To call it "grievance" is just a sensational means. In fact, under the existing legal framework of China, this is the legal liability that Taobao must bear.

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Global counterfeiting

Ma didn't say anything wrong, fake is not.

Caused by.

Looking around the world and looking at it one hundred years ago, counterfeit goods have come up with the rise of modern industry and Commerce and international trade.

In this article entitled "global counterfeiting, no poverty", we can see countries' counterfeit goods.