E-commerce says: We have been working hard

The recent counterfeit turmoil between Alibaba and the State Administration for Industry and Commerce has focused on the quality of online shopping products.

To this end, the reporter of “Securities Daily” contacted Alibaba, Jingdong Mall and No.1 store, three e-commerce websites with a relatively large market share, to discuss product quality supervision and how to avoid counterfeit goods.

Ali said in an interview with the “Securities Daily” reporter that in terms of preventing counterfeit goods, Ali mainly uses intelligent image recognition, data capture and cross-analysis, intelligent tracking, big data modeling system and other technologies to fish out fake goods from 1 billion online goods.

It is reported that Taobao collects about 1 million pictures of various illegal and fake goods, and the system calls more than 300 million times a day to determine the authenticity of the goods by identifying the brand of the goods in the pictures. These models score Taobao’s millions of sellers in real time, identifying high-risk users and counterfeiting gangs at risk of selling counterfeits.

In addition, in order to ensure the security of sellers’ accounts and prevent false registration, Taobao’s real-name review for sellers has changed from “real-name authentication” to “real-person authentication”. It is carried out by Alibaba’s security department, known as S.H.I.E.L.D. It is reported that “real person authentication” not only requires the person to take photos with the ID card, but also requires the seller to take photos according to designated gestures and hold local newspapers. Among them, the designated gesture library has dozens of random gestures, and gesture updates are carried out from time to time to avoid counterfeiters from exploiting loopholes to the greatest extent.

The aforementioned Ali insider also said that in the future, Taobao’s real-name system for opening stores will gradually develop a database of face and voiceprint characteristics, which means that the person who opens the store takes a photo and says a paragraph, and high-tech can identify him from the vast sea of people.

The relevant person in charge of Jingdong said in an interview with the “Securities Daily” reporter that Jingdong features a self-operated B2C model to purchase reliable quality goods from brand suppliers and authorized suppliers, and as more and more consumers choose the Jingdong online shopping platform, more merchants enter the Jingdong open platform, and Jingdong will strengthen governance and commodity quality supervision in the whole process of merchant entry, operation, after-sales, and supervision.

First of all, in the process of attracting investment and entering the seller, JD.com adopts stricter standards to ensure the quality of the settled seller. In the operation link, JD.com has strengthened the sampling of goods sold by sellers on the platform, and currently conducts random inspections no less than three times a week, and the sampling covers all categories. Moreover, according to the newly revised “Jingdong Open Platform Seller Points Management Rules”, “sellers who sell counterfeit goods must pay liquidated damages of 1 million yuan or 10 times the total cumulative sales of the store.” ”

In addition, JD.com communicates with local industry and commerce departments and other government regulators to promote cooperation between the two sides in data exchange, technical cooperation, and business entity information verification. Once Jingdong discovers that there are “counterfeit” sellers, it will provide the seller’s information to the industry and commerce department as soon as possible, and unite industrial and commercial forces to crack down on counterfeiting.

In terms of preventing fakes, No. 1 store obviously has “spy” genes. In an interview with the reporter of “Securities Daily”, the relevant person in charge of No. 1 store said that first of all, the company will strictly supervise the merchants who settle in No. 1 store in the qualification review, promotion specifications, daily transactions and after-sales process, and frequently spot check the stores of sellers in various categories through the “mystery buyer” plan. If it is found that the merchant has sold counterfeits, the No. 1 store will take measures such as clearing and returning and taking the initiative to transfer it to the administrative organ for investigation and handling; Second, since the second half of 2014, No.1 Store has launched the million-dollar warranty commitment plan for settled merchants for the first time in the industry, further standardizing the business behavior of settled merchants and effectively protecting the rights and interests of consumers. Once the counterfeit sale is confirmed, the merchant will bear a liquidated damages of 1 million yuan to the No.1 store platform, and the No.1 store will decide to use it for accountability and consumer rights protection.

In addition, in terms of imported food, where store No. 1 is dominant, the company has formulated the “Regulations on the Administration of Removing Food Near the Expiration Date” and a sound monitoring system to manage the shelf life of food, “For example, for products with a shelf life of 9-12 months, Shop No. 1 will remove the goods from the shelves with 60 days left in the validity period,” the person in charge said.

It is understood that No. 1 store has established a commodity quality assurance system called “4+1” in the early years, that is, a four-fold supervision plus violation penalty model: supervision and guarantee in four stages: supplier audit, product warehousing inspection, storage and distribution management, after-sales product quality problem handling and traceability, and punishment for non-compliant suppliers.

What consumers say:

Love-hate online shopping

Recently, a monitoring report by the State Administration for Industry and Commerce has pushed Alibaba’s Taobao e-commerce platform and counterfeit goods into the spotlight. As a result, consumers’ heated discussions on the authenticity of goods on e-commerce platforms have heated up sharply. The monitoring shows that among the shopping websites monitored, Taobao has the lowest authenticity rate, only 37.25%.

Another set of data shows that Alibaba Group since 2009, every year Double 11 will hold a large-scale consumer feedback activity, and this day’s transaction volume is also increasing year by year, in 2012, Taobao’s Double 11 transaction volume was 19.1 billion yuan, in 2013, it reached 35 billion yuan, and in 2014 it made rapid progress, hitting 57.112 billion yuan on Double 11.

From the above data, it is not difficult to see that consumers’ online shopping habits are increasing year by year, but consumers love and hate online shopping.

Ms. Gui told the reporter of “Securities Daily” that she had bought a rice cooker on Jingdong before, and the order was delivered on the first day and the next day; Although the time was fast, after receiving the goods, it was found that there was a problem, so it processed the return in time, but a week passed, and no one came to pick up the goods, and the status of the order in the background was updated every day, showing that there was no one at home.

According to Ms. Gui, there are people in their house every day, but no one comes to pick up the goods, and after complaining, someone finally comes to pick up the goods. Regarding this online shopping experience, Ms. Gui lamented that it is easy to buy goods and difficult to return.

Similarly, Ms. Xie’s online shopping experience still haunts her to this day. Ms. Xie introduced that she bought a large sports equipment on Jingdong, because the large goods have to be installed after they are bought, but for a novice, it is not easy to assemble such a large product, at the beginning often called the merchant to ask how to install, but the customer service response was relatively slow, the thing was only half installed and used up for a week, and later when installing the other half, it was found that there was a problem with the product, but at this time, it was already past the time of “unconditional return within 7 days”.

So there was a problem with the product, and when Ms. Xie found the seller to request a return, the attitude of the merchant had changed greatly. “After I offered to back off, they didn’t like to deal with me, and the merchant told me that if I couldn’t get it, I would use a sledgehammer to smash it in. I was speechless. ”

“After a week, when I asked for a return, they prevaricated, and then JD.com intervened. Although they also returned the goods, but the freight was still paid by myself, their reason was that after the goods arrived, they inspected that if it was not a quality problem, they would not refund the freight. Ms. Xie said that it is difficult to ensure impartiality by testing whether there are quality problems in products.

In fact, Ms. Xie waited for the result that the merchant told her that it was not a product quality problem, which means that the 240 yuan freight would not be refunded.

For Ms. Hu, she is particularly loyal to some branded clothing. But the clothes in the offline physical stores are more expensive, so she found the flagship stores of these brands online, although the open pages showed 100% genuine products and 7-day returns, but the goods she got were fake. I like the brand of brother very much, Tmall has purchasing, they also promise to guarantee the genuine goods, support the inspection, so, I bought a few clothes in the three above-mentioned so-called brother flagship stores, the price of each dress is not cheap, about 500 yuan -600 yuan, but after getting it, I found that the wool coat purchased did not have any wool content, and I returned the goods angrily.

Ms. Hu said, “Merchants may see that consumers are unwilling to waste time to defend their rights, so they sell counterfeit goods wantonly, as long as consumers propose to return, they can easily return it, and consumers only pay tens of yuan in postage.” “Because it takes a long time to defend rights, although the goods they buy are different from what they promised, there is not much loss, the big deal is to pay for postage, so I don’t defend my rights.”

Speaking of trust in e-commerce, Ms. Xie said that her trust in JD.com’s self-operated products is still high. In addition, some flagship stores on Tmall are also more trustworthy, but they still have reservations about the trust of merchants such as Taobao.

Mr. Yu’s Alipay ten-year bill has more than 300,000 yuan, although he also has the experience of online shopping, but for the current problems in e-commerce, Mr. Yu said that the products sold by e-commerce are basically more fake and more imitated. The reason why they sell well is that the price is low, which also caters to a demand of many Chinese. However, in the long run, it is not beneficial to the increase in the added value of China’s production enterprises.

What the experts say:

Regulation is a means to end “fakes”

According to monitoring data from the China E-Commerce Research Center, in the second half of 2014, the SAIC deployed the system-wide “2014 Red Shield Cyber Sword Special Action” to inspect 1.33 million websites and online stores, inspect 190,000 website operators on the spot, delete 36,000 pieces of illegal commodity information, order 14,000 websites to rectify, close 2,201 problem websites, investigate and deal with 7,746 illegal cases, and fine and confiscate 113 million yuan.

In April 2014, NetNames, a US-based company tracking counterfeit products, called 20 to 80 percent of Taobao items “fake.”

In fact, not only Taobao Tmall has fakes, but also third-party platforms such as JD.com and Jumei have also been exposed to selling counterfeits.

For the phenomenon of China’s e-commerce counterfeit goods, Lin Chen, assistant professor of marketing at Michigan State University, believes that the rise of China’s e-commerce is not because of a good model, but because of the poor real economy, heavy taxes, and the slow transformation of traditional industries to online.

As a small and medium-sized seller, it is very difficult to get traffic. Lin Chen pointed out that on the one hand, the Internet claims to reduce the cost of search operating costs, on the other hand, the search cost is infinitely increased, research shows that 95% of users will not turn to the third page of search results, Tao brand initial no popularity, lack of brand building process, can only take the most original and bloody means – low-price competition.

Under the business model of e-commerce platform, traffic is the foundation of merchants’ survival, and attracting traffic at low prices is the most secure and helpless choice in the early stage of brand establishment, which is the source of counterfeit merchants.

In the view of Dong Yizhi of Liaoning Asia-Pacific Law Firm, when the “invisible hand” of the merchant’s own business philosophy and the management rules of the trading platform has not been well regulated, the “visible hand” of administrative supervision is particularly necessary.

Cao Lei, director of the China E-commerce Research Center, pointed out that because of the special nature of China’s regulatory system, that is, the localized management of industry and commerce, online shopping complaints have been greatly limited, and at the regulatory level, the complaint management has not been well solved in the past ten years. The establishment of a national supervision system for third-party online trading platforms by the SAIC aims to solve this problem and enable cross-regional and cross-departmental management of online shopping complaints.

He believes that for the fight against online counterfeiting, the state should formulate relevant regulations, sellers on e-commerce platforms must not only file on the platform, but also implement industrial and commercial filing, and the platform’s “family law” will become the national “national law” after filing, so that the cost of merchants violating the law will increase.

Dong Yizhi believes that the e-commerce “blacklist” system is one aspect of the “visible hand” of administrative supervision. The “blacklist” system, first, is the publicity system, and consumer identification is aspect; The second is the prohibition system, which imposes some prohibition restrictions on natural persons included in the list. However, the system is plump and the reality is skinny.

The original intention and vision of the “blacklist” are beautiful, but putting it into practice and producing the desired effect is far from being achieved on paper.

In addition, Li Guangxing, a lawyer at Beijing Yiming Law Firm, pointed out that the authenticity rate of e-commerce is caused by many factors, in addition to the front end of e-commerce, that is, the need to strengthen supervision of e-commerce stores, the supervision of the e-commerce background cannot be ignored, many problems are in the e-commerce background delivery and logistics links, therefore, the supervision of the e-commerce background should be standardized as soon as possible.

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