3. 15: Netease Koala Canada Goose Incident Refraction Cross-Border Electricity Supplier Pain Points

At the 3.15 time, there has been new progress in the "true and false canadian goose" incident of koala, an electronic business platform, NetEase.

On the afternoon of March 14th, Tencent's "deep net" reported that the "true and false canadian goose" incident had the final result.

Pan Jie, director of consumer protection center of Binjiang District market supervision and Administration Bureau of Hangzhou, told Tencent "Shenzhen net" that the complaint was filed in January 25th, and the result of the appraisal is now out, and the conclusion is genuine.

"We sent the objects to Canada geese by their subsidiaries in Shanghai, Canada. They were identified as authentic products, and the English version was" Original ".

True and false canadian goose

As soon as the news came out, the party line lady questioned again in the evening of March 14th in micro-blog.

She said she had not received any formal written notification from the Binjiang market supervision department and had written reports and case numbers of canadian goose in the past regardless of whether the results were true or false.

She also said that she had called pan Jie on Friday to ask about the progress of the incident.

On line, the lady did not see that the case was closed, but there was a genuine conclusion.

In addition, the line lady said that the authenticity of the clothes was only one of the complaints. Her complaint points also included various violations of consumer rights and interests of NetEase koala in handling the whole incident.

In view of the line lady's question, NetEase koala said to the interface fashion, "identified as the genuine" is Tencent's "deep net" reporter to prove to pan Jie.

NetEase koala is very gratified about the result, because the dispute over the authenticity of the product is a great apology for the confusion and doubts of consumers and the public. It also indicates that the difficulty of cross-border commodity inspection has always been a pain spot in the cross-border field and will continue to push forward the establishment of the service mechanism in the future.

In March 15th, pan Jie told the Qianjiang Evening News that the case had not yet been completed, but he told the latest progress to the media. Indeed, he had received a reply from the official written reply from Canada goose, which was identified as a genuine product, and the official conclusion would also inform the informant in writing.

Ms. Hangzhou received the SMS from Binjiang District Market Supervision Bureau.

NetEase koala, as a consumer Ivy, applied to the canadian goose for identification, and obtained the certified results of the merchandise as the authentic product.

The key point of controversy over the more than three months' true and false canadian goose incident is that the process of proving the authenticity of commodities is not pparent enough, and the communication costs between consumers, platforms and brands are too high and the standards are not uniform.

For example, from December 26th to January 6th, Canadian geese had three false identification results, including "fake", "true" and "fake", but during this period, only a mail picture was sent back to the identification results. However, whether the mailbox could identify the authenticity of the goods was also required to call a question number.

In addition, NetEase koala once said that it could go to Canada to go to Canada to carry out physical identification of down garments, and willing to pay for the resulting costs. If the commodities are certified, consumers should make an apology publicly and return the fees paid by NetEase koala.

But netizens also questioned NetEase koala's proposal to go to Canada to identify Canada, and the details of the identification fees were triggered by the Internet.

No doubt, the core of the incident is whether the channel sources of cross-border e-commerce products are convincing to consumers, which is related to the authenticity of commodities.

Whether the platform has enough measures to guarantee fidelity and achieve commodity identification is also a common challenge for cross-border electricity providers.

Because it is difficult for consumers to understand the brand marketing channel and its cooperation with many electronic business platforms, fake allegations have always been a topic of cross-border e-commerce, which seems to be the original sin of the electricity supplier.

From Alibaba, Jingdong, NetEase koala and so on, almost every platform with cross-border e-commerce business has been faced with sales fraud charges.

In 2015, Italy luxury brand Gucci and its parent company Yves Saint Laurent, Balenciaga and other brands of the French Open Cloud group jointly sued Alibaba group, thinking that they deliberately indulged counterfeiters and helped manufacturers to sell and pport.

In 2017, Kai Yun group and Alibaba released their previous grievances. But in October 2018, Gucci CEO Marco Bizzarri also said at the China Summit on BoF fashion business held in Shanghai that Gucci is still on the sidelines for cooperation with Alibaba and Jingdong and the two e-commerce platforms.

Although these e-commerce platforms are more or less faced with the charge of selling fake goods, the reasons for the suspicion of fake commodities are different because of the different modes adopted by different cross-border electric providers. This also leads to different methods of counterfeiting and ensuring the authenticity of different platforms.

The more common cross-border business models include purchasing platform B2C mode, platform C2C mode and self run B2C mode.

The platform type B2C model is represented by Tmall international. The representative of the platform C2C mode is Taobao global purchase. The representatives of the self operated B2C mode include Jingdong global purchase, NetEase koala, vip.com and Tmall international official outlets.

The platform based B2C mode and platform C2C mode represented by Tmall international do not need to store goods on their own, but provide platforms for consumers and businesses.

When consumers suspect that Tmall international and Taobao are selling fake products globally, they question the sale of goods on the platform, and the allegations against the platform are that they indulge in the sale of goods.

The self operated B2C mode represented by Tmall international official store and NetEase koala is directly collected by the government. The platform directly participates in the organization, logistics, warehousing, sales process and after-sale work of the supply chain. Generally, it will be bonded and stocked, which is a "heavier" mode.

Consumers suspect that Tmall international official outlets and NetEase koala sell off, it is doubtful whether the platform itself purchased fake goods, whether the platform was authorized by the brand, that is, the platform purchase channel problems.

In response to these questions, different platforms have launched different measures to combat counterfeiting.

Establishing a complete chain of product tracking is a common measure.

In August 2017, Tmall International announced the launch of the global traceability plan, using block chain technology and big data to track the import link, production, pportation, customs clearance, inspection, and third party inspection.

Jingdong global sourcing also uses block chain technology to track product sources.

NetEase koala released 12 full link monitoring measures on the official website, but did not publish information related to the purchase channel.

And the purchase channel belongs to the NetEase koala commercial secret, and because of this, consumers will question the sale of NetEase koala.

Huang Hongying, vice president of vip.com, told the fashion of the interface that the quality inspection of cross border electricity providers must follow strict standards, including a sound quality inspection system and cross border commodity procedures complying with customs procedures.

Another direct anti counterfeiting measure is the launch of the anti-counterfeiting alliance.

The most representative is the AACA (ALI fake alliance), which was founded in January 2017 by Alibaba, and joined by many domestic and overseas companies such as LV, Samsung, and the peak group.

At present, the number of AACA members has reached 115.

According to China Daily, AACA has launched nearly 200 selling fraud clues to public security organs in September 2018, and arrested 620 suspects, involving 2 billion 880 million yuan.

The third guarantee measures for e-commerce platform are direct access to brand authorization and direct operation on the platform, which is one of the most convincing ways for consumers.

At present, Tmall international, Jingdong global purchase and vip.com have obtained direct authorization from many brands.

Huang Hongying said to interface fashion, to create standardized supply chain is an important point to protect consumer confidence, and brand authorization is the first principle.

The only international licensing requirement is the direct authorization of the brand side or the first level agent, which will reduce the speed of brand and goods entry to a certain extent, but will bring 100% of the genuine guarantee.

The most effective way to assure consumers directly is to invite the brand to enter the platform and set up the brand official flagship store, that is, "brand self-management".

This requires the platform itself has a high flow rate, and has a good business environment, the brand is willing to enter, so the platform is very demanding.

Because of this, at present, the two platforms of Tmall and Jingdong are the brands that we can do in China.

In August 2017, Tmall launched the luxury Channel Luxury Pavilion. At present, about 80 luxury brands such as Burberry, Marni, Versace and LVMH have entered Tmall.

Two months later, Jingdong online luxury platform Toplife, through the investment of British luxury electric business Farfetch has won many open cloud group's brand, in 2018 to win more than 100 brands.

In March 2019, Jingdong announced the merger of Toplife into Farfetch's Chinese business, which has stripped Toplife relatively respectably.

At present, Tmall has greater ambitions in "brand self management".

Tmall has built up cooperation with many luxury brands, and hopes to invite more brands to enter. Therefore, it will give priority to the luxury brand's high requirements for the platform's business environment.

In view of the problem of luxury brand headache, Alibaba has launched a combination of big data + public review. Through big data or public reports, the counterfeit brand that is considered to be confusing will face a series of penalties such as delisting or even retreating.