Taobao Chaos, Tencent Dangdang Took The Opportunity To "Dig The Wall".

Comics / Wang Weibin

Taobao mall price adjustment, tens of thousands of sellers Siege Both sides are very strong. Industry People said that the government had to come forward to "persuade".

At this juncture, Tencent, Dangdang superior conditions attract Taobao sellers, Jingdong Shopping Mall Announcing recruiting 20 thousand

After the "3Q" war, the domestic Internet industry also burst big events: because of the 2012 merchants' Renewal of investment and rules adjustment, China's largest B2C e-commerce platform Taobao mall was attacked by tens of thousands of netizens claiming to be "small and medium-sized sellers" on the 11 day.

Industry rumors, after the Taobao incident, Tencent, Dangdang, Jingdong and other closed door meetings. Sure enough, on the 13 day, QQ mall launched a large investment announcement. Yesterday Dangdang network also issued a notice that platform fees remained unchanged.

Taobao war City

Taobao mall increases access threshold

Big sellers were besieged

On the evening of October 11th, the big sellers of Taobao mall, such as Han Du Yi, Ou Sha, seven grid, UNIQLO, suddenly found hundreds of buyers in the store.

They quickly snap the goods, pay or choose "cash on delivery". Before they could enjoy the sales increase, they found that the "pro" who had just paid was already applying for a refund. At the same time, there was a large number of 0~1 bad reviews in the evaluation area. The credit was greatly reduced, while the return rate rose sharply. Affected by this, these shops were forced to take off shelves for most of the stores.

Some people call this attack an "ant" attack on "elephant", and its fuse is the 2012 annual promotion announcement and regulation adjustment announcement issued by Taobao mall in October 10th.

According to this announcement, from 2012, the annual fee of the technical service of Taobao mall will be increased from 6000 yuan to 30 thousand yuan and 60 thousand yuan two grades. When the sales volume was 360 thousand yuan to 1 million 200 thousand yuan, the cost would be returned. The amount of the default margin of the merchants also increased from 10 thousand yuan to 50 thousand yuan, 100 thousand yuan and 150 thousand yuan respectively.

The announcement shows that the payment is due in December 26, 2011. That is to say, all merchants stationed in Taobao mall must pay more than most of the funds before the end of the year.

It seems quite unbearable to many small sellers. A seller said that a one-time deposit of about 100000 yuan would greatly affect the flow of funds. There are franchised stores hanging up slogans on the Internet, which means that the fees charged by Taobao mall are "skyrocketing", and mall stores call Taobao a "war city".

Small and medium-sized sellers believe that Taobao is a bridge between the two sides. "Taobao mall has just built up a large number of small sellers to boost its popularity and sales, and now we have to raise the threshold of capital to push us out."

Suffocating, they set up an anti Taobao alliance and attacked the big sellers with rules, trying to force Taobao mall to modify the rules.

Waiting for war

The "anti Taobao alliance" broke through 50 thousand people, the industry said that the government had to intervene.

Taobao mall said in a statement on 12 July that the attack was a group of people known as "Taobao small shop" who deliberately manipulated. It has reported the case and is taking technical measures to help the disturbed stores resume trading order as soon as possible. But until 13, the attack continued. Yesterday, the number of "anti Taobao alliance YY online" has exceeded 50 thousand.

In recent years, online shopping has developed rapidly. However, counterfeit and shoddy goods are emerging one after another. Taobao is also known as "Shanzhai concentration camps". When explaining the reasons for the new regulation, Ma Yun said, "in China today, it is more difficult to be a businessman, and it is more difficult to be a good businessman. It is difficult to establish a business trust system. But we have to choose to do it. This is where we hope.

"The new rules will definitely go on, which is beneficial to consumers." Yan Qiao, director of public relations of Taobao mall, responded.

Insiders pointed out that Taobao is very strong, and the "anti Taobao alliance" is also very strong. In the absence of relevant laws and regulations, we should follow the example of solving the "3Q" war and coordinate with relevant government departments to avoid escalation of incidents.

Event escalation

Dangdang, Tencent with olive branches, superior conditions to attract Taobao sellers

On the 11 day after Taobao's "incident", the largest recruitment of Chinese Internet companies staged: Jingdong mall announced that it will recruit 20 thousand e-commerce talents in 2012.

13, Tencent pat and QQ mall hang out on the front page announcement: "hundreds of millions of marketing resources big release QQ mall investment hot."

Tencent mall announced that it has opened a green channel for "outstanding business operators with other experience in the operation of e-commerce platform" and provided 100 million marketing resources. Tencent mall does not charge annual fees for technical services, and only earnest 20 thousand yuan in margin, far less than 50 thousand ~15 yuan in Taobao mall. At present, Taobao merchants have expressed their intention to "move" in the QQ mall forum.

Yesterday, Dangdang also announced that "we are well aware that the vast majority of businessmen from scratch, from small to large, it is not easy, we are willing to join the Dangdang 20 million registered users, for the vast number of businesses to provide a diversified development platform."

Dangdang is clear: in the short term, it will not raise the charging standard of platform businesses. The management fee will remain unchanged at around 500 yuan per month, and the proportion of sales commission will remain unchanged.

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Secrets of attack

Earlier, most businesses in Taobao mall supported cash on delivery and 7 days' package replacement. The sellers who were dissatisfied with Taobao's shopping malls were using the rules loopholes to attack them.

The specific way is: centralized shopping of the designated shops. If the seller fails to deliver the goods for 72 hours, he can apply for compensation to Taobao mall. Meanwhile, the store will be deducted. If shipment is made, it will be returned according to the 7 day package, and the refund will be applied immediately after receiving the goods, and the rating of the shop will be 0 or 1 points.

Analysts say it is hard for sellers to testify even if they are faced with apparent malicious filming. Taking the Taobao incident as an example, it is difficult to distinguish between malicious attackers unless they are not allowed to buy them; it is also very difficult to decide who will not deliver the goods unless they are not issued; even if the shipment is made, the buyer will apply for a refund and the seller will suffer losses.