Not long ago, the extra-large production and sale of fake goods in Jiangsu once again set off a storm of fake goods, the domestic e-commerce problem of fake goods back to the public. Overseas shopping, daigou and cross-border e-commerce have opened a door for fake goods. The inflow of fake goods into the market has greatly damaged the interests of consumers, brands and platforms. On February 7 this year, China Consumers’ Association released the results of online shopping experience survey during the “Double 11” in 2017, and found that overseas shopping products have become the disaster area of counterfeiting. Among the 53 samples obtained the appraisal conclusion, 16 are suspected of counterfeiting, accounting for up to 30%. Fake market repeatedly hit not reduce, domestic e-commerce and how to deal with?
E-commerce wang Yang resources are rich, hard to escape the invasion of fake parasites
In recent years, e-commerce technology has advanced by leaps and bounds, and consumers are increasingly shifting their vision from traditional commerce to e-commerce. Statistics show that in 2017, the number of Online shoppers in China exceeded 400 million, e-commerce transactions exceeded 20 trillion yuan, and mobile payments exceeded 700 million US dollars. Compared with traditional business, C2C, B2C and B2B e-commerce platforms can greatly reduce the production, marketing and communication costs of enterprises and consumers in the transaction, shorten the transaction cycle, stimulate the rapid economic development, and increase the unlimited business opportunities of modern enterprises.
Seeing new business opportunities, the market for goods is naturally shifting, and fakes will not miss the migration. It is precisely because of the fast and convenient operation characteristics, the inclusiveness, diversity and network of e-commerce platform is undoubtedly the ideal hotbed of fake goods. After seeing the demand and stabilizing the market, fake goods lurched into the vast sea of e-commerce, attached to the genuine fish. Consumers in the sea fishing, a careless will meet fake. It is not easy to catch all the fakes in the ocean of woof e-commerce. Major e-commerce platforms have taken measures, but it is difficult to get rid of the parasite of fake goods.
First, the market for fake goods is deeply rooted and market supervision is weak. Fakes are so rampant, inseparable from its share of the market. Some fake goods produced by illegal factories are semi-authorized, and some are even completely unauthorized. As long as there is demand for goods that have begun to circulate on the market, illegal factories can make use of the advantages of the network to create fake goods according to the gourd gourd gourd gourd. The market can tolerate the existence of a large number of these fakes, the first is the genuine channel is rare, fake flowers gradually to charming eyes, weaken the recognition of consumers; Secondly, the market supervision is insufficient, the state supervision is weak, the e-commerce control is less, so that fake goods can exploit loopholes from all aspects.
Second, the identification of fake goods is not unified, and consumption misunderstandings are often in. It is defined as fake only when it is different from the real thing. As long as the ingredients, appearance, and utility are different from the description of the genuine product, it is suspected of being a fake. Similar to the different raw materials or production place of genuine products, it is easy to be mistaken by consumers as fake. Consumers generally will only from the product appearance, odor, experience such as shallow level to compare with the descriptions in the authenticity of the senses, in recent years, more than a few sample batch number etc. New way of identifying anti-counterfeiting code, country, consumers are generally lead to a party, so when there is an anti-counterfeit label for the false verification fakes, consumers will be guided to make wrong judgment. Now there are a variety of ways to verify the network, whether it is scanning code or checking number, the final results of the web page few consumers continue to explore, which makes fake get the opportunity to fish in troubled waters.
Third, e-commerce platforms are complicated to protect their rights, and consumers are unable to do so. On the market, “false will compensate”, “false one compensate ten” slogans shout loudly. But the real calculation, whether it is the money spent or the time and energy, sometimes the cost of the consumer report false far more than the loss. To get a claim, consumers need to go to the relevant quality inspection department to obtain an inspection certificate, but this process is expensive enough to deter many consumers, especially if the value of the item is less than the appraisal cost. There is a shop on the net more often said goods inspection, but in fact really can not shop to buy products to provide identification services of the shop can be found. The result that obtains compensatory nature is consumer ideal, but the process of protecting rights among them is song, how many can hold to finally of exhausted heart overworked. In this way, feedback is blocked, and naturally there are fish that slip through the net.
In general, the deep retention of fake goods in the market, the misunderstanding of fake goods identification, and the problem of protecting rights are all factors that make fake goods like a duck to water in the e-commerce market. The control of fake products is not a matter of a short time. Although fake products are like weeds, many e-commerce platforms do not choose to give up treatment after a long time.
Fake goods run amok, e-commerce embarked on the road of conquest
Since e-commerce appeared in the public eye, the phenomenon of making and selling fake goods has emerged in an endless stream. In recent years, cracking down on counterfeits has pushed the integrity problem of e-commerce to the forefront of the storm. For e-commerce platforms with goodwill as an important factor, the damage of integrity is a link that is difficult to save. Major e-commerce companies have launched a series of countermeasures, but it is ultimately a palliative rather than a cure. The root of counterfeiting is difficult to remove, the problem of integrity is still in the formation of the state, it is difficult to recover the loss.
According to the Monitoring report on China’s E-commerce User Experience and Complaints released by the China E-commerce Research Center, online fake sales have been the most popular word for users to complain about in recent years. According to the statistical data of “2017 (1) China E-commerce User Experience and Complaint Monitoring Report”, in the first half of 2017, China’s e-commerce complaints and rights protection public service platform received users’ complaints about cross-border import e-commerce accounted for 13.34% of the overall number of complaints, among which the suspected sale of fake goods is more obvious.
In response to such complaints and feedback about fake goods, in order to curb the inflow of fake goods, the major e-commerce platforms have taken measures. According to relevant media reports, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) signed an e-commerce platform quality commitment with Alibaba, JD.com, Suning and Yihaodian at the end of 2016, agreeing that the two sides will cooperate to disclose the law enforcement inspection results and other information of quality commitment enterprises, and jointly promote the product quality commitment work of enterprises. Among them, there are some e-commerce platforms with significant measures. On January 10 this year, Alibaba officially released the 2017 Alibaba Intellectual Property Protection Annual Report, announcing that it had cracked down on fake data in the past year, and said that 2017 was a historic breakthrough year for Alibaba in the governance of online fake goods and intellectual property protection. The use of nine “black science and technology” in the prevention and control of counterfeiting, so that the identification and interception of fake goods greatly improved.
Although the “great display” of e-commerce platforms has played a role in combating fake goods, it is obviously a palliative rather than a cure. It is mainly because the root cure of fake products requires multi-directional cooperation, market governance is difficult, fake products can be drilled many loopholes, and e-commerce hands are difficult to plug holes. It is obviously unrealistic to eradicate fake goods only by the power of e-commerce. But just because you can’t cure it doesn’t mean you can’t cure it. Major e-commerce platforms should continue to fight against the inflow of fake goods. When fake goods are difficult to disappear, they should first deal with the snow in front of the door.
Defense, defense, attack, three start or can beat fake into the best
Now fake tricks emerge in an endless stream, the e-commerce industry as the hardest hit area of fake goods, can not just drift along and fake tai Chi, but should be firmly targeted at their own industry characteristics, a sniper against fake. From small to large, we should start with cracking down on counterfeits on our own platform, improve business reputation, accumulate experience, and then expand to the whole industry or even the whole society.
1. Prevention: strictly control the entry of the platform, and make it common to check and fill gaps
The entry of the third party merchants is an important pass for the e-commerce platform to crack down on counterfeits. To control the entry of the third party merchants can effectively reduce the drilling of illegal merchants, so as to reduce or curb the inflow of fake goods. For example, when manufacturers, agents and flagship stores coexist on Taobao, the prices of the same goods are bound to be different, which will hinder consumers from identifying genuine goods. Therefore, e-commerce platforms should clarify their own industry positioning, formulate unique entry procedures, strictly control the brand segment of merchants, highlight their own industry characteristics, establish goodwill guarantee, and establish long-term honest relations with consumers and merchants from the brand effect.
In addition to discovery, prevention is more important. It is also common for businesses to relax their vigilance after entering the e-commerce platform through layers of control. In the operation of the sampling test, can effectively check and fill gaps, do not let fakes have the chance to enter halfway. In addition, the inspection of shops should be normalized, and special inspection teams should be set up to carry out double inspection online and offline. Regulate the orderly inspection process, make monitoring and prevention a habit, and effectively prevent the bubbling of fake goods for a long time. Plan the establishment of brand stores on the Internet to increase the brand purchase channel identification of consumers. Or we can follow the example of the national 3.15 Anti-counterfeiting Day. There is not only the “Double 11” shopping frenzy, but also a specific date to show the effectiveness of the anti-counterfeiting platform, so that consumers and businesses can clearly understand the measures and effectiveness of the anti-counterfeiting platform, and enhance their sense of empathy.
2 guard: improve scientific and technological means, force to make fake goods nowhere to hide
The lack of a judgment basis to distinguish fakes is a headache for consumers in the genuine and fake. There are a variety of fake detection methods for network science popularization, but it is difficult to have an official unified approach that is both rigorous and fits the needs of consumers. Counterfeiting means is also a foot higher, and the genuine anti-counterfeiting measures battle of wits, so that consumers lost in the fog of anti-counterfeiting identification. E-commerce platforms can then use their online advantages to improve science and technology to help consumers identify fakes.
In April this year, JD Global shopping announced that with the help of blockchain technology, the information of commodity raw material process, production process, circulation process and marketing process will be integrated and written into the blockchain, realizing the traceability of authentic products in the whole process of one thing, one code. No longer stay in the pseudo surface, but deep down to the root of the product, which provides consumers with a very real identification direction. Jingdong Global Shopping is the first cross-border e-commerce platform to adopt block chain technology for traceability in the whole chain. This innovative “one-click traceability” technology is an effective improvement of anti-counterfeiting on e-commerce platforms, and its technology should continue to be improved and widely put into the market for effective application. E-commerce can also establish the platform’s official verification system procedures, to give consumers a rigorous and correct unified way to identify fake goods, so that the source of goods is clear, accountability.
3 attack: pay attention to after-sale consumption problems, fit the feedback to effectively cure
The problem of fake goods is one of the main forces in the after-sales complaints, but also a difficult problem to deal with. Due to the particularity of e-commerce network, complaints and rights protection become the most easy point between consumers and e-commerce. There are many popular posts on the Internet for protecting the rights of fake goods, mostly for the tortuous appraisal process, delayed complaint handling, cost and energy higher than the value of the goods itself and other problems, which are the key phenomena of after-sales feedback. E-commerce should be in line with consumers’ after-sale feedback needs, sort out feedback channels, punish bad stores, and take the initiative in fighting counterfeits and safeguarding rights, so as to protect consumers’ interests and maintain the reputation of the platform.
In fact, the best supervision authority is consumers. At present, there are many e-commerce platforms that shout out the relevant slogans of fake goods compensation, but the common kicking and kicking method among merchants, manufacturers and platforms always makes consumers hesitate to give feedback. In order to truly achieve effective complaints, crack down on fake goods and thus reduce complaints and win credibility, it is indispensable to set up a simple and efficient feedback management mechanism. The complaint procedure should be simplified to make the responsibility system clear for consumers, reduce the cost and time of feedback, and take relevant feedback rewards to stimulate consumers’ initiative of feedback. Let consumers personally participate in the anti-counterfeiting activities, and constantly find out the fake seedlings on the platform, to achieve a win-win situation.
As the main force in the fight against fake goods, in the market where fake goods are flying, domestic e-commerce companies continue to break through technological restrictions and update measures, and have made great progress compared to the beginning. Fake events are still active in e-commerce, and people are paying more and more attention to them, which is obviously helpful to crack down on fake goods and improve the integrity of e-commerce. It can be seen that the rigorous attitude of domestic e-commerce towards cracking down on fake goods is the progress of consumer rights protection and the improvement of the integrity of the e-commerce market. In the future, on the road of cracking down on counterfeits, we hope that domestic e-commerce will also have better operation results and clear up the turbidity of the network market.
Article/Liu Kuang public account, ID: Liukuang110