Revealing the inside story of Jack Ma's empire: How ambitious is Jack Ma
His name is Jack Ma. It's called Alibaba. It's called Taobao. The dreams he built once made the world crazy. He is in danger now. He is on the waves. After more than two months of interviews with dozens of people in the world, the Financial Weekly tells you the inside story of Jack Ma's Empire, which is unknown to outsiders.
Jack Ma's three-level jump
Jack Ma gave up B2B's center of gravity, but did not intend to give up his 'new business civilization'. On the contrary, he turned it from Alibaba to Taobao.
What is Alibaba?
It is said that Jack Ma's answer is, "I tell you, I don't even know it."
In 1998, Jack Ma replied that SMEs. In 2011, Jack Ma will tell you the world's largest e-commerce ecosystem. For more than ten years, Jack Ma's desire has expanded countless times, and he can't stop in an instant.
In 1998, Jack Ma and his eighteen arhats had nothing to do with B2B. He just accidentally stepped on the tail of the long-tail theory. But B2B's ideal is focused and clear, which lasted until 2002.
In recent years, Jack Ma has launched three rounds of financing and launched Integrity Communication, and Alibaba's B2B's deep-rooted "membership fee model" has been finalized for more than ten years. Until it changes from a revolutionary to a revolutionary. Wei Zhe couldn't change it and was dismissed because of this.
From 2002 to 2004, it was the beginning of Jack Ma's "imperial dream". At that time, Jack Ma was still regarded as a "big talker". It was difficult to understand that he entered C2C and launched Alipay, just to meet the information flow of the B2B empire. Jack Ma's amazing strategy has been exposed.
From 2005 to 2007, Jack Ma gradually formed a deep industrial chain idea. Focusing on various advantages and disadvantages of the B2B business model, Jack Ma crossed the thunder pool of e-commerce and attacked on all sides: acquiring Yahoo China, acquiring Word of Mouth Network, launching Alibaba software, launching Alibaba Mama, and cooperating with CCB ICBC to provide commercial loans for small and medium-sized enterprises and entering the financial field.
Jack Ma gradually clearly formed a strategy of "from information flow to logistics and capital flow", which is called "Meet at Alibaba" to "Work at Alibaba".
The ideal chain is like this: enter from Yahoo, promote it on Alibaba's mother, obtain information on Alibaba, complete transactions on Alipay, then check credit in the word-of-mouth mode, and manage the whole process with Alibaba software. In addition, Alipay and banks also provide financial services throughout the process. Jack Ma also envisioned providing enterprises with value-added services such as management, human resources training, legal counsel and marketing. The prototype of the "e-commerce empire" of a "B2B2C" model has appeared.
This dream reached a seemingly within reach of the myth of HK$30 and 150 billion market value myth on the first day of Alibaba's listing in Hong Kong in November 2007.
It may be incorrect to blame Jack Ma for purely making money when he went public. Because the expression in the prospectus that "60% of the raised funds will be used for strategic acquisitions, mainly facing the three directions of new technologies, new platforms and e-commerce applications" is passed down from Jack Ma's ideals. But in fact, this billions of cash has been lying on the bank's books for a long time to eat interest. Because Jack Ma didn't even have time to acquire, the whole industry has fallen into a serious recession.
The reasons for the overall strategic failure are complex, but it consists of a series of specific failures: Yahoo China, Alibaba Software, Word of Mouth Network, Alibaba's mother have opened high and went low one after another, which was a flash in the pan.
A competitor and observer of Jack Ma concluded to the Financial Weekly: "The integration between chains is far more difficult than Jack Ma imagined. On the contrary, the financial crisis has suddenly exposed the essential defects of the B2B platform model. You should know that Alibaba is the core of the whole industrial chain. If the skin does not exist, how can Mao Jiang attach it?
"Is there something wrong with B2B or the strategy itself? Jack Ma, as the commander-in-chief, is under great pressure."
In the following more than half a year, Jack Ma, who had always been high-profile and confident, disappeared and lived in a simple way to avoid the public. According to Alibaba insiders, the company is full of debate, including the sudden dismissal of Sun Tongyu, president of Taobao, and Jack Ma.
In any case, Alibaba's B2B platform, as the support of Jack Ma's e-commerce empire dream, is no longer possible.
Jack Ma gave up B2B's center of gravity, but did not intend to give up his "new business civilization". On the contrary, he transferred it from Alibaba to Taobao. And more clearly, it has been raised to a height that is exciting and intimidating in the industry: he wants to build a "world's largest e-commerce ecosystem" against the trend.
Therefore, in September 2008, Jack Ma was resurrected." The Great Taobao Declaration made a shocking debut. Many people think that this is just Jack Ma magnifying Taobao. In fact, Jack Ma has put a smoke bomb. Jack Ma is going to experiment with the desire to press the bottom of the box.
Jack Ma's unconventional leap
Jack Ma wants to make Big Taobao a giant community where trading subjects at all levels can carry out all kinds of transactions and outsource all kinds of things, and can eat, drink and play.
How big is "Big Taobao"?
Jack Ma said he wanted to provide "water, electricity, coal and gas" for Chinese and even transnational e-commerce. Integrate the whole e-commerce industry chain of "manufacturing-marketing-consumption" through the opening up Taobao C2C platform and Alibaba B2B platform, and integrate the services of all links of the e-commerce industrial chain such as IT, channels, services, marketing, warehousing and logistics through Taobao's self-construction or introduction of external partners, for all electricity Sub-business participants provide infrastructure services and build Taobao into the core of an e-commerce ecosystem that can affect the entire economic chain.
Therefore, in the past three years, all kinds of fog, rain and wind have followed:
Taobao and Alibaba's mother merged. A year later, the word-of-mouth network was divested from Yahoo and merged into Taobao.com, with a trinity of "consumption-marketing-life service". In April 2009, Taobao's offline physical store "Taoyi Station" was launched; in June 2009, Taobao launched an open platform to open the underlying technical interface. In December 2009, the Taobao Partner Program was launched to solicit external partners to provide personalized services for Taobao merchants in all aspects such as IT, channels, services, marketing, warehousing and logistics; in March 2010, Taobao officially opened data to the public. On April 8, the "Taobao Alliance" was officially launched, becoming a marketing platform between all websites and advertisers. In addition, in 2009, Taobao World Weekly reached a strategic cooperation with Hunan Radio and Television to launch Taobao mobile phone layout wireless Internet.
For "Taobao", that is, "Xiaotaobao", Jack Ma expects to surpass Wal-Mart in 10 years. Jack Ma just announced an investment of 2 billion yuan, and increased to 5 billion after February. However, this is obviously not "unconventional".
After Jack Ma injected capital into Xingchen and built Taobao Logistics Treasure, on January 19, 2011, Alibaba once again announced its logistics strategic ambition plan, proposing a co-financing of 100 billion yuan to cultivate China's own UPS strategy to completely solve the bottleneck of e-commerce. Alibaba and its financial partners promised to invest 20 billion to 30 billion yuan in the first phase, of which Alibaba Group invested 10 billion yuan to gradually establish a three-dimensional warehousing network system across the country.
In the past three years, Taobao Mall, Taohua.com, Taobao Electric Appliances, etc. have been launched or split up one after another. Jack Ma also began to do the original sneer life and entertainment, and made efforts to wash the world. Among the five musts for Taobao in 2011, the first is "must SNS".
That is to say, Jack Ma wants to make "Big Taobao" a giant community where trading subjects at all levels can carry out various transactions and outsource all kinds of things, and can eat, drink, Lhasa and play.
Maybe Jack Ma is paying tribute to Amazon. Amazon has become an overall outsourcer of e-commerce with a huge logistics and warehousing system and IT information data system.
But Amazon probably can only sigh at what Jack Ma has done, is doing and preparing to do.
how ambitious is Jack Ma?
Jack Ma is leaving the e-commerce empire and building a larger offline empire behind the original empire, which is similar to the 'processor + server' of future e-commerce.
In addition to "Big Taobao", Jack Ma also holds two strategic assets, Alipay and Alibaba B2B. Under the smoke bomb of "Big Taobao", Jack Ma secretly promoted "Big Alipay" and "Big Alibaba", because the resources to be hunted on these two chains are extremely scarce and strategic.
Jack Ma's expectations for Alipay are so high that even if Shao Xiaofeng brings Alipay to a daily transaction of 1.2 billion yuan, he was still scolded, crying and dismissed at the 2010 annual meeting. Jack Ma said, "Today's Alipay is less than 1% compared with ten years later."
What does 100 times in 10 years look like? The president of a third-party payment enterprise said that Jack Ma's ambition is to use Alipay as a fulcrum to enter the whole e-commerce finance, including payment and settlement, credit, bank card, supply chain financing, and of course, banks.
Bystanders can find some clues: although the previously low-key word-of-mouth card was unsuccessful, it is already the rudiment of credit cards. Zhejiang Banking Regulatory Bureau also confirmed that Alibaba did apply for the establishment of a commercial bank. However, people familiar with the matter revealed that Jack Ma's bank dream was "temporarily out" and he only obtained a microfinance company license.
The strict financial supervision and the tension between Alibaba and the banking industry even affected Alipay at one time, so Jack Ma's "dedication theory" and the issuance of third-party payment licenses were delayed again and again.
However, Jack Ma's movement under the water has never stopped.
On April 18, Alipay announced that the credit cards of 10 banks can be used for Alipay's fast payment. Previously, Alipay had entered TV payment and mobile phone shopping, and launched a community marketing tool Weike.
On the B2B platform, Wei Zhe launched online wholesale platforms 1688, AliExpress, Unknown Liangpin and other platforms, and successively acquired Wanwang and Vendio, a large-scale distribution platform in the United States B2C, which provides network platform construction. Another important step is to acquire and focus on providing export customs declaration, logistics, foreign exchange and transportation. Easy financing and other services are accessible.
Jack Ma also dared to confront Baidu head-on and launched Yitao.com, an e-commerce search platform.
"Big Taobao" + invisible "Big Alipay" + "Big Alibaba", this is the "Big Alibaba Empire".
An inaccurate but vivid metaphor, Jack Ma's future "Great Ali Empire" = Wal-Mart + PetroChina + State Grid + China Post + China Architecture in the field of e-commerce, and can also add Bank of China.
In the past three years since the resurgence of e-commerce, everyone has seen Jack Ma. As an analyst said, "Who knows that Jack Ma has taken a small step back and then has taken another big step."
Later, Jack Ma said when promoting his ecological philosophy, "I have long given up the so-called imperial dream". Yes, he may have long been involved in the deep-rooted instability of e-commerce. Jack Ma is leaving the e-commerce empire and building a larger offline empire behind the original empire, which is similar to the "processor + server" of future e-commerce.
This is the close to the ultimate business model and business dream. Because we can no longer find a bigger circle than this circle.
This also means that Jack Ma either succeeds extremely well or fails completely.
where is the fulcrum of Taobao?
Large payments cannot be solved, which in turn makes a large-scale transaction credit system impossible to be established, which is actually the essential obstacle to B2B business.
Even if the "Big Taobao Strategy" is unprecedented, it is also a road to Huashan.
What is its fate? There are no coordinates to evaluate. No one can imagine how superb wisdom and powerful resource system Jack Ma needs, and how many dangers he has to go through.
For example: Does Alibaba have cross-domain combat and integration capabilities?
"Big Taobao" is facing all-round competition in the whole industrial chain: the field of warehousing and logistics is facing mature logistics providers such as JD.com and "four links and one reach"; Taobao Electric Appliance City after the verticalization of Taobao Mall is facing JD.com and Suning; Tencent and Sina are in front of SNS; and IT (Alibaba Cloud) has a greater difficulty factor.
More and more platforms will be born in the Ali Empire, and the competition for resources between platforms will be an inevitable problem.
"Even if it can be made, how to integrate the internal platforms? Alibaba tossed Yahoo China tossed around with only one body, which was the lesson of the previous car. A senior executive of a large IT company said: "Jack Ma's cross-border actions are basically failures."
The next question is where does Jack Ma put the core fulcrum of Taobao?
Jack Ma is eager to establish an overwhelming advantage similar to Amazon in warehousing and logistics. He spent 30 million yuan to cooperate with Chen Ping, the founder of Zhaiyu Express, which has become a negative case in the logistics industry in 2010. Jack Ma was also teased by Chen Ping as "not knowing logistics at all".
Capital flow, that is, finance, has been Jack Ma's long-cherished wish for many years, but it is now in a state of quenching thirst.
Several industry insiders revealed the unsmooth relationship between Jack Ma and the banking industry, especially the central bank. At present, the Alipay platform can only operate in strict supervision, and the online trading parameters provided by Alibaba platform to banks are not recognized, thus limiting loans and credit business. Jack Ma's Alibaba Bank dream is also basically out due to "improper handling in the early stage".
"And large payments cannot be solved, which in turn leads to the inability to establish a large-scale transaction credit system, which is actually the essential obstacle to the B2B business." Feng Lin, an analyst at the China Academy of Electronic Commerce, believes.
Jack Ma's backyard is on fire.
In the early stage of entrepreneurship, Alibaba's equity has been extremely weakened and almost lost its equity refinancing space.
In the Alibaba Empire, Alibaba Group will be the builder, manager, supervisor, judge, law enforcer and major shareholders of the empire. So, who will supervise Alibaba?
What's more urgent is how Jack Ma can solve the difficulties of the platform mode that has entered the dilemma and got lost.
Alibaba needs to face the booming SNS revolution represented by Sina and Tencent before the battle, and needs to defend against Baidu's re-emergence behind it. On the left is Jinyindao, Dunhuang.com, JD.com, Dangdang, Fanke and other emerging business models e-commerce, and on the right is Shanda, Suning, Gome and other new consortiums.
It is in the past two years that peers and users have commented that Alibaba of B2B and Taobao advantages of C2C are disappearing.
Alibaba relies on its peaceful life, only precious traffic, goods and customers. But this cornerstone is now in a paradox: because he does not have enough technical capabilities, Jack Ma, who is insecure, has built a series of rules to try to circle information at home, but the customer experience continues to deteriorate. The membership turnover rate of the B2B platform has reached 35%, and Taobao's reputation has deteriorated.
This is the real Damocles sword hanging over the Ali Empire.
E-commerce researchers close to Alibaba also analyzed that the intricate transmission of benefits will further restrict Jack Ma's capital operation and financing ability.
For example, under the big Taobao strategy, the chance of Taobao's independent IPO is very small; Taobao Mall is still young and cannot be listed in the short term, which in turn will test Jack Ma's cash flow. In the early stage of entrepreneurship, Alibaba Baba's equity has been extremely weakened, and there is almost no room for equity refinancing. Especially once the "Yaba Battle" reaches a step of breaking, there is a possibility that control, cash flow and strategic layout will cause systemic problems.
"Jack Ma is rich now, but it is unknown how much follow-up investment will be. If you are really forced to redeem Yahoo's equity, it will be a big challenge." According to the current market value of Alibaba, Yahoo holds about 27 billion shares. According to the news, Jack Ma has been looking for large consortia to negotiate acquisitions, and even sold Alipay shares to a domestic bank in exchange for funds.
A person close to Alibaba in Hangzhou commented, "I never doubt Jack Ma, but I'm afraid that he will attack on all sides, the front yard will crash, and the backyard will catch fire."
Fake lifegate: Low-priced and bad coins drive good coins, and 2.16 million rights protection is not enough
"Some people say that Jack Ma, will you still talk about values? I will definitely say it. It's because we didn't do it well that I said that if it was good, I wouldn't talk about it."
Fireworks in March is the most beautiful season in the West Lake.
However, people familiar with the matter said that Jack Ma is very nervous every March. Because of the existence of CCTV's March 15th Evening Party. The Financial Weekly learned that the original content of this year's March 15th party became an important catalyst for Wei Zhe's dismissal, but later Shuanghui became an "substitute victim".
In a recent report submitted by the International Anti-counterfeiting Alliance (IACC) to the U.S. government, Taobao was specially cited as an example, saying that "the website has become a gathering place for counterfeit suppliers and wholesalers around the world, focusing on pirated computer software, world-famous brand supplies and clothing, patented medicines, etc. Supply platform for imitations".
This shows that the problem of counterfeit goods on Taobao platform has attracted global attention.
However, Jack Ma, the head of Alibaba Group, has a different understanding of this. In his public speech on the 8th anniversary of Taobao on April 28, he said, "Developed countries accused China of 'prevailing fakes', but the United States, Japan, any developed country and region, must have seen such an era when the per capita GDP is $3,000 to $4,000. The United States has passed, Japan has passed, and China is experiencing this. When it comes to a per capita GDP of 5,000 to $6,000, he will naturally be fine. It can't be said that Japan and the United States are not allowed to have a fever after the fever period.
Of course, Jack Ma also admitted, "It's not Ali to do it today. It's because we don't do it well enough. We yearn for it well, and we will stick to it and talk about it."
How many brands are on Taobao?
These fakes span C2C Taobao, B2C Taobao Mall with "Brand Genuine Mall Guarantee" as its signature, and B2B Alibaba.
Mr. D saw Ordos cashmere sweaters on Taobao at the beginning of the year. The original price was generally more than 200 yuan,888 yuan. After searching, he found that many stores were selling this model, so he chose one that was cost-effective in each of the two stores, and the praise rate of these two stores reached more than 90%.
In a few days, the goods arrived. D Open the package and see that the cashmere sweater has a tag and an anti-counterfeiting phone inquiry, but it doesn't touch cashmere by no means cashmere. So he inquired about the anti-counterfeiting number and found that the number itself was fake and a mobile phone number.
There are many stores under the banner of Ordos on Taobao. According to the search results on Taobao, 4,000 stores sell "49,9,942 related treasures", with an average price of about 200 yuan.
How many of these nearly 500,000 Ordos cashmere sweaters are real? The Financial Weekly called the sales department of the headquarters of Ordos Cashmere Group. The relevant person in charge replied that the Ordos brand had never been sold online before, and did not use agency channels offline. They were all direct sales. Therefore, except for the only official flagship store of Taobao Mall, the rest were fakes or at least subs.
On Taobao Mall, the reporter of Financial Weekly searched and found that in addition to the official flagship store of Ordos, there are still many other clothing franchise stores selling Ordos cashmere sweaters, such as Chengjue Clothing Franchise Store, Dupai Clothing Franchise Store, etc. The price is quite low.
"How can it be two or three hundred yuan? The average price of our products is about 1,500 yuan. For ordinary cashmere sweaters, our internal price is about 500 yuan, and there is no tag, so we can only get them when there is a promotion.
Insiders of Ordos Group told the reporter of Financial Weekly that there was a continuous flow of complaints from the Internet, so they opened a flagship store in Taobao Mall to maintain the image and clear the source. However, you also saw the result. We also put pressure on Taobao, but there was nothing we could do.
The reporter of Financial Weekly also found that these stores selling counterfeit cashmere sweaters were once pushed to the recommendation position by Taobao.
Ordos is not the craziest brand of fakes. The degree of counterfeiting and selling of the world's top brands of clothing, cosmetics and 3C products is the most serious. To this end, we have done a lot of surveys and presented the fake data of 50 of the world's top brands in a tabular form, which is an extremely amazing string of data.
We can see that these fakes span C2C Taobao, B2C's Taobao mall with "brand genuine mall guarantee" as its signature, and B2B's Alibaba, that is to say, all kinds of fakes have basically captured the entire Alibaba system.
For example, a large number of products that have actually been discontinued are sold on Taobao, and now there are still more than 1,000 Arden VC whitening capsules on Taobao. This is a popular whitening product, but in fact, Arden's product has been discontinued since 2005.
In addition, Taobao stipulates that cigarettes cannot be sold. But in fact, the sales volume of fake cigarettes on Taobao is very large. There are all kinds of brands such as China and Yellow Crane Tower. They live wantonly with cigarette labels, cigarette boxes and other waistcoats.
How many fakes are there on Taobao? And all kinds of scams brought about therefrom? Maybe Taobao itself is not clear. The following is the information obtained by the Financial Weekly through interviews and collation of public information:
Li Guoqing, CEO of Dangdang.com, once said that the original proportion of fakes on Taobao has reached up to 70%, and at least 30% at present. None of the buyers, sellers and industry insiders interviewed by us think it is too much. Yang Yonghua, the boss of Fannell underwear, believes that the overall proportion of fakes on Taobao is still 50%-60%.
An executive of a B2C company said that at present, the proportion of diamond counterfeit goods on Taobao exceeds 50%; according to the data of the China Fragrance Cosmetics Industry Association, more than 90% of cosmetics fakes on Taobao-based online sales platforms has been confirmed by many Taobao sellers. Similarly, according to industry sellers, at present, the proportion of fake products such as computer power supplies, famous watches, famous brand bags, famous brand headphones, etc. is about 80%-90%...
These fake counterfeit goods appear in various aspects on various platforms of Alibaba's system, including genuine products, originals, purchasing on behalf of others (part), tail goods, foreign trade to domestic sales, special channels, etc.
In April this year, Alibaba's public relations department conducted an unprecedented large-scale public relations on online comments, which was the search results for fake goods in Alibaba's system after public relations:
Fake stories you can't imagine
The following are the stories I heard during the investigation of the reporter of Financial Weekly. They show that fakes on Taobao have been rampant for a long time and have a series of chain support.
Li Quan (pseudonym), the boss of Guangdong Guangzhou Shoe Bag Manufacturing Company, told the Financial Weekly about the inside story of fake Taobao famous brand bags:
It is impossible to buy real goods on Taobao. People in our industry know what's going on. I myself work as a contract for some second-tier and third-tier brands, and I also sell my own bags on Alibaba and Taobao.
It turned out that I wholesale on Alibaba, and the sellers on Taobao first wholesaled with us, and then went to store C to sell. About two years ago, we began to receive many OEM orders from sellers on Taobao, that is, they will give us many tags of famous brand bags, and then we produce them as required, and the orders are very large and thousands of yuan.
The cost of international brands such as LV and gucci is about 100 to 150 yuan, and it sells for 300 to 400 or 500 online.
Later, we saw that they were very profitable, so we also organized a Taobao store ourselves. They spent a lot of money on the through train. Because we have a direct supply of goods, we dare to spend it. They won't do anything if they give Taobao tens of thousands of yuan a month. Some peers are better than us. At the same time, they have opened seven or eight stores, and they are also on Taobao Mall.
As for the authorized agent certificate, this thing can be forged or even downloaded on the website. Taobao is not clear about this, but in fact, it is difficult to bundle benefits and operate, which cannot be solved.
Inside story of famous brand shoes in the eyes of a famous shoe dealer:
For example, Nike, Adidas, Capa, Puma, French Rooster, etc., dealers are very expensive, and generally secondary dealers are about 60% off. So if you see a large number of clothes under 60% off on the roadside or on the Internet, it must be fake.
If these clothes on Taobao are sold for less than 100 yuan, 95% of them are fake. Whether they are called B goods, C goods or tail warehouses, they are 1,000 percent fakes. So are shoes. Nike, Adidas and Capa shoes are sold for less than 250 yuan. It is recommended not to go to see them, regardless of how real and how well the pictures are.
Some stores on the Internet say that they deal with tail goods, off-season styles and so on, which has become a discount in the eyes of ordinary people. But in fact, Nike, Adidas, Kapa and other first-tier brands have a discount price of one degree, generally not less than 60% off.
For most international famous brands, don't trust B and C goods. Basically deceptive. Even if the thief comes out or the insider comes out, the amount is very scarce. The company where I work loses no more than dozens of clothes a year. Even if it flows out, it is a single-size piece. It is more difficult to buy this kind of clothes than winning the lottery.
Now everyone is developing towards an international company. It is strictly forbidden for OEMs to have tail goods or defective products from flowing out. What's more, in today's highly electronic precision, how can there be so many tail goods and defective products? The vast majority of Taobao sells fakes, and many of them are only worth a dozen yuan in Humen, Guangdong Province. It's not worth buying and wearing them at all.
Taobao story told by a former cosmetics seller:
Frankly speaking, the cosmetics market on Taobao has become a mess. I've been there, and the rivers and lakes are very deep. Generally speaking, almost no one makes cosmetics bigger on Taobao is formal.
Nowadays, the big sellers on Taobao are nothing more than these three: gray goods, repackage, and fake goods. It turned out that when we opened the store, the popular thing on Taobao was splitting. Taobao said it was going to crack down for a while, but it turned out to be divided into a separate category called replacement clothing. What do you mean? It's something that comes from the domestic sub-packing factory of foreign brands, such as powder. Two sellers started by Dior powder flowing out of Pudong Jinqiao, but now it is getting more and more difficult, and the spotlight has been robbed by gray goods.
Aquatic goods are trial packs, gifts or expired products with changing labels from Hong Kong, the United States and Japan. Sellers should have a good relationship with salespersons or agents of those big brands abroad. This is actually very difficult, because you not only need a stable and reliable supply of goods, but also have a way to transport them back, so the threshold is not low.
Nowadays, gray goods can't beat fakes. At present, the high imitation in China is basically concentrated in Guangdong, which makes you feel unconscious. Not only on Taobao, but now skin care products or perfume formal clothes such as Dior, Estee Lauder, Lancome and Shiseido are now grouped at extremely low prices. These prices are incredible that even big agents across the country can't get them.
Difficult to solve the dead knot of fake goods
Taobao does not produce fakes, but in reality, Taobao's profit model is closely tied to fakes.
Jack Ma: We should resolutely crack down on the cancer of fakes.
Jack Ma: If closing Taobao can eliminate fakes, it's better to close Taobao.
Jack Ma: Fake goods are a social problem in China and a problem for the Chinese government.
Jack Ma: Taobao itself does not produce fake goods.
Jack Ma: We are the biggest victims of fakes.
The rampant counterfeits on Taobao have formed a huge gap with Jack Ma's heroic words. Even if it is widely resisted and ridiculed by peers, such as Fanke's Chen Nian, "I feel ashamed to sell Fanke's defective products on Taobao", Jack Ma can only choose to turn a blind eye.
Li Guoqing, president of Dangdang.com, said that Jack Ma could not untie the dead knot of fakes.
In Alibaba's written reply to the Financial Weekly, they explained the question about Taobao counterfeit goods: "As an online trading service platform, Taobao is not the party to the transaction... Taobao is unable to know which goods are counterfeit goods."
"It's true that Taobao does not produce fakes, but Taobao's profit model is closely tied to fakes." A large manufacturer in Guangdong who settled in Taobao Mall said.
The significance of fake goods to Taobao is strategic. The foundation of Taobao's platform mode is traffic, flow of people, information flow and transaction volume. First of all, allow the existence of a large number of dedead goods and counterfeit goods, attract a large number of buyers at low prices, and secondly, acquiesce in their sales to have a large turnover.
Another conclusion recognized by the industry is that Taobao's bidding charging model determines the abnormal price killing of sellers.
Taobao insiders also revealed that Taobao's current investment in counterfeiting is actually based on the pressure of a large number of brand owners. "They receive a lot of lawyer letters every day."
Fake goods in turn have become a bargaining chip for Taobao to enter large brand providers. First, low prices have impacted the offline sales system and goodwill of brand owners, thus forcing them to settle in Taobao Mall. This is not speculation, but confirmed by industry insiders.
A sales headquarter of a well-known clothing brand revealed that when they communicated with Taobao, Taobao's attitude was: "We can only try our best, but it's better for you to open a flagship store by yourself."
Regarding many doubts from the outside world, Jack Ma responded in a public speech on April 28, "Wheadays Taobao or Alibaba, it is easiest to find who is selling fakes, and whoever is chas down immediately. Everything can be traced."
But he believes, "Trable is one side. We are just a company. What can we do? We know that this is a liar, and we know that this guy is falsification. There is nothing we can do. Lock him up and put him in prison? We don't have this power."
"We have helped low-consumption people"
A car supplies seller in Hebei went bankrupt because Taobao sellers sold fakes on a large scale. The seller went to Taobao to defend his rights and attempted suicide.
So, how does Taobao treat fakes?
This involves all levels of Taobao's entire business model and institutional system. In summary, it is a series of subtle unspoken rules, mainly including:
1. Connivance of reputation whitewashing.
2. Protect fakes in transaction reviews. For example, the bad reviews caused by fake returns are deleted on the grounds that "there is no transaction, so it cannot be evaluated". For example, the system automatically blocks the word "fake goods" in the evaluation.
3. It is extremely difficult to protect the rights of Taobao. For example, the Taobao rule is "whoever claims to prove", requiring the informant to issue an appraisal certificate from the manufacturer or relevant institutions. In actual operation, it is often difficult.
4. Consumer Rights Protection Fund compensation is just a drop in the bucket.
5. Counterfeiters generate multiple interest bindings with Taobao and Taobao employees through advertising, marketing tools, sales turnover and other gray channels.
In February 2011, after repeated proof and review, Mr. Y, the owner of Taobao C store, finally got 50 yuan in compensation from Taobao Consumer Protection Fund. This is not easy. It is even more difficult for ordinary buyers to get compensation.
Previously, he took a fancy to the leather bag of a well-known British brand sold by a store on Taobao, with a price tag of 400 yuan. He bought it. After the arrival of the goods, it was found that the workmanship was rough, and even the thread was turned over, and the leather was obviously untrue. Therefore, he complained to the Consumer Protection Association." The second child of the store (Taobao staff) repeatedly checked the seller's introduction and found that nothing was found at all, but he also agreed that this leather bag was obviously not genuine.
However, the second child of the store still decided to pay him 50 yuan - because Mr. Y belongs to the media circle, which has always been the focus of Taobao's relationship. Some Taobao insiders endorsed this statement to the Financial Weekly.
Later, Mr. Y bought camera equipment on Taobao twice, both of which were cheated twice. The second child of the store made a heart-to-heart exchange with Y: "Frankly, there are basically no good goods on Taobao now, and many good goods are deceptive."
This is just a micro-case that happens on Taobao every day. It is also one of the large number of complaints held by the Financial Weekly, in which some well-known brand manufacturers are even involved.
According to a survey conducted by Sina.com on online fakes, 74% of people have bought fakes online. The results of this financial weekly survey among local buyers initially show that the current degree of fake goods far exceeds the above data. This is the buyer's end.
On the seller's end, there are two types of people who are sad and happy. Some big sellers admitted to selling fakes, and even suggested that the reporter of Financial Weekly sell fakes, "No fakes, no Taobao".
Another type of seller has fallen victim to the proliferation of counterfeit goods. Not only have well-known brands such as Pierre Cardin and Yi Nian sued Taobao without success, but also there are not only the current powerful Fangnaier suing Taobao 4000 merchants for counterfeiting cases.
One of the cruelest cases in the Financial Weekly is that a car supplies seller in Hebei went bankrupt because of Taobao sellers sold fakes on a large scale. The seller went to Taobao to defend his rights and attempted suicide, but the matter was still unresolved.
For a large number of rights protection cases, Jack Ma said in a public speech that Taobao handled a total of 2.16 million rights protection cases in 2010, and the total compensation received through Taobao rights protection in 2010 was 169 million yuan, with a success rate of 97%.
However, compared with Taobao's increasing turnover, more people may still be trapped on the road of law, too expensive and unreferable. This road is becoming more and more congested.
Jack Ma, the real puzzle: big strategy, cunning, master of public opinion
If there is no horse in the world?
On April 10, a group-buying website boss and senior fan said that China would lack a godfather-level entrepreneur and a great world-class Chinese company.
On April 12, a leather goods manufacturer from Guangdong said that I would not fake goods for Taobao sellers to feed the factory.
On April 20, a person from the Shanghai public relations industry said that there were many "awesome" learning cases in the public relations industry around the world.
On April 23, a former employee of Alibaba said that I would not foolishly go to Hangzhou to see God.
If the Financial Weekly throws this question to Jack Ma, what's his answer?
Unfortunately, Jack Ma refused an interview with the Financial Weekly.
Although we are still quite fully prepared for this, we interviewed, visited and unannounced a large number of buyers across the country, sellers in the Pearl River Delta and Yangtze River Delta, supporting manufacturers in the clothing, cosmetics, leather goods and other industries, or open or dark third-party service companies, e-commerce and Senior practitioners in the IT industry, legal professionals, researchers and observers in the field of e-commerce, venture capitalists, internal employees of Alibaba, and Jack Ma's former brother.
Without Jack Ma in the world, we don't know that Jack Ma looks like a "divine horse". With Jack Ma in the world, countless people still don't know that Jack Ma looks like a "divine horse".
Jack Ma has gone deeper and deeper in the legendary treasure cave. When can he reach the earth and the sun?
Who is killing Wei Zhe with tears?
From any perspective, the fraud problem has become an event that must be dealt with, and it is generous, aboveboard and righteous.
April 22, 2011, Qingdao, Annual Meeting of China Green Company.
Wei Zhe was directly called to the stage.
Jack Ma has been talking for a long time, but he hopes to "share this case with all Chinese enterprises." He said, "The best gift I gave Wei Zhe is a scar. Many years later, I can remember that I left a company because of my integrity."
Wei Zhe nodded, smiled and applauded. There is a badge hanging around the neck, and it is no longer Alibaba. Originally, he spoke at this star-studded conference, but later, it was Jack Ma. This is a strange situation.
The diligent Wei Zhe was "killed" (Ma Yunyu), and the same diligent COO Li Xuhui was "killed".
Lu Zhaoxi, who took over, did not show up.
Liu Qiangdong of Jingdong Mall said, "I think a netizen is right. No matter the number of fraud or the proportion of fraud, Taobao should be much more flooded and more serious than Alibaba. Therefore, I think Wei Zhe was fired for this kind of fraud... One thing I'm sure is that it has nothing to do with values, and it has nothing to do with all frauds."
A person close to Alibaba in Hangzhou also felt too much, "This is the original sin that Wei Zhe had existed until his arrival."
Li Guoqing of Dangdang.com called on Jack Ma to save some face for senior executives: "Alibaba has fraud, more than 2,000 victims, and compensation of $1.7 million. Is this the CEO resigning? Ding Weizhe! Dare to take responsibility! The replacement is the CEO of Taobao, who fainted. Then I have to invite Wei Zhe to drink the fake Lafite bought on Taobao.
Fraud may just be an excuse. An Alibaba insider revealed that Wei Zhe seemed to have been emptied before the "fraud door" was exposed.
There are many speculations, including B2B performance theory, high-level infighting theory, etc. One statement that has aroused widespread discussion is that Wei Zhe and Li Xuhui are another pair of victims of Yahoo's competition for control with Alibaba. This will lead to a large history of Jack Ma and its Alibaba intertwined with strategies, tactics and means.
"There is a detail to pay attention to," a B2C industry person reminded. Why has the integrity problem existed for so long and has only been dealt with recently?
"And it should be noted that U.S. customers are the most concentrated by fraudulent customers, and these fraud cases are collected by the Maryland-based Financial Association and have an increasing impact. Alibaba is targeted by the U.S. Anti-counterfeiting Alliance. On March 1, it was also blacklisted by the U.S. Trade Representative Office, which was disclosed through the U.S. media.
He analyzed that Alibaba's fraud problem comes from the United States and expands from the United States, and must not only affect Alibaba, but also reach Yahoo's ears, even higher-level officials.
From any perspective, fraud has become an event that must be dealt with, and must be dealt with generously, aboveboard and righteous.
It has also been noticed that Jack Ma's previous "killing" no matter who was for whatever reason was not this "killing method". Especially after such "killing", the two kings and ministers can still repent on the same stage in harmony.
So, who is killing Wei Zhe?
The answer doesn't matter. What matters is for whom Wei Zhe is paying? Whose tears are flying?
Jack Ma said, "I hurt the most."
Jack Ma's great strategy and extremely smart
He talks great about ideals, but he only talks about the part of the ideal fantasy, and the other part is hidden.
Before 1995, Jack Ma was the following fragments:
Born in poverty, my father's stick, contempt for my companions, I love martial arts and rivers, love fighting, never cry, 1 point in math test, outstanding in English, all 30 jobs have been rejected, like lectures, have great acting talent, infatuated with numbers such as 10, love wine.
Fifteen years later, Jack Ma is a similar and perfect whole:
After Liu Chuanzhi, a new generation of business godfather, the next Bill Gates, a young mentor, a successful entrepreneur with hundreds of millions of fans, the video protagonists of each airport, the guests of local governments, the shame of eBay, one of the three major e-commerce giants, the king of the 100 billion-dollar e-commerce empire, and all Jesus, a Chinese business morality, likes to secretly dislike God but has to become a god.
In essence, Jack Ma has been doing only one thing from beginning to end for so many years, that is, the Chinese Yellow Pages. Jack Ma's people are very different. What people ignore is that the fragments 15 years ago actually defined his character and style.
As a former Alibaba executive said, Alibaba's public relations are world-class.
A senior management of a public relations company in Shanghai said that there is a recognized saying in the industry: the biggest tragedy in the Internet public relations industry is to live in the same era as Alibaba.
Personally, he also believes that Jack Ma said that his B2B could not find an opponent with a telescope, but in fact, his public relations and power strategy could not be found with a microscope.
"Ma Yun also did it stupidly at the beginning. Today, after he preached everywhere, he seemed to think that he insisted in it like this and then succeeded. If so, Jack Ma really died a thousand times." Hangzhou e-commerce personnel revealed that Jack Ma couldn't figure out the yellow pages. Later, Jiang Yong, a reporter of China Trade News, wrote a 5,000-word "Curve Jack Ma". A fellow villagers of CCTV in Hangzhou made him another film called "Shu Yun Ma", so it became popular. Later, China's yellow pages were squeezed by telecommunications. Jack Ma understood that he could not do it without a government, so he went to make a website with the Ministry of Foreign Economic Relations and Trade. On these two things, Jack Ma learned to borrow strength: the media and the government should grasp both hands and both hands should be hard.
"On these two points, all Chinese entrepreneurs have to learn, and there is nothing more hidden and better than Jack Ma. Of course, his own ability is extraordinary, but these are two unspoken rules that he never tells his believers. He talks about ideals, but he only talks about the part of the ideal fantasy, and the other part he hides. How many entrepreneurs pay a blind price?"
A big seller on Taobao said, "I have always thought that Jack Ma is either a person with great strategy or very cunning. Now he has both.
God-making movement: a world-class public relations secret history
In major communities within Alibaba, slightly negative posts will be quickly deleted, and even some words will be blocked, such as "fake goods".
The name of "Ma Yun's hometown" mentioned in the above paragraphs is Fan Xinman, who was then the documentary director of CCTV's "Oriental Time and Space". This is the "noble man" in Jack Ma's life, and it is also an important inflection point of Jack Ma's strategic thinking.
Jack Ma has maintained a close relationship with CCTV later. In 2004, he won the top ten economic figures of the year. In 2006, Ma became the general judge of Win in China, not only successfully promoting the Alibaba platform, but also boarded the top entrepreneur club at one fell swoop. People familiar with the matter said that in fact, Alibaba has been planning this matter internally for a long time, and Jack Ma has invested a lot in it.
Spending money on media public relations is a very recognized move by Jack Ma. So far, Alibaba's public relations ability has made idle people shudder. Insiders revealed that Alibaba currently can use almost all mainstream media in the country. There are usually hundreds of medium-sized activities, and large-scale events such as online business conferences usually reach 300. Alibaba has maintained close public relations cooperation with major media across the country, and some cooperation projects often cost 20 million yuan.
This is just a pediatrician of Jack Ma's public relations skills. The real essence is in his subversive events.
In 2000, Jack Ma planned the world-famous West Lake On Sword, which aroused a gull heron in the winter of the Internet.
"Since then, Jack Ma has basically formed a strong marketing + reverse marketing public relations model. These two axes are very life-threatening. The first to fall is eBay Ebay." The senior management of the above-mentioned public relations company said after studying almost all Alibaba's marketing cases.
At that time, Jack Ma secretly developed Taobao, which itself was an adverse marketing to contain eBay from seizing Jack Ma's B2B market from C2C. In the battle of Taobao PK eBay, the most classic is not even a free trump card, but to take the lead in seizing the commanding heights with public opinion warfare.
Jack Ma personally took charge of the government. He directly defined Taobao as the challenger of eBay, and set up Taobao billboards opposite eBay's office building, claiming that "sharks can't beat crocodiles in the Yangtze River". At first, eBay didn't think so.
People in the public relations industry said that at that time, under the careful planning of Taobao Public Relations Department, eBay's various shortcomings were accelerated and enlarged in the media and forums. As a cooperation, Jack Ma lost no time to comment, even arranged an interview plan for himself, and interacted with foreign mainstream media such as Forbes.
The crazy language created by Jack Ma, such as "Taobao gives eBay an ultimatum", greatly incited users' emotions until eBay collapsed.
It is worth noting that Jack Ma established a set of online public opinion monitoring mechanisms in this war to deal with the information of major forums, communities and portals at any time. This team, which has made many achievements, has been retained so far, and is internally known as the "virus marketing group". In major communities within Alibaba, slightly negative posts will be quickly deleted, and even some words are blocked, such as "fake goods". In addition, some sellers confirmed that some Taobao activities are required to organize positive promotional posts when giving sellers qualified.
This year, the public relations department of Alibaba Group beat the marketing department, R&D department, etc., and won the CEO Special Contribution Award, which is Alibaba's highest honor of the year.
Zhou Hongyi, who was later picked off the horse was Qihu. In those years, Zhou Hongyi was dissatisfied with Yahoo's solo flight and became a strange tiger, and conflicts broke out with a series of commercial interest disputes. At that time, Yahoo unexpectedly posted a "big-character newspaper", accusing Zhou Hongyi, the former president of Yahoo China, of being immoral and lacking professional ethics. Since then, a series of media have followed up on Zhou Hongyi's verbal and written attacks, and the language used in the war has been unbearable in the industry.
Li Guoqing, president of Dangdang.com, believes that this is a heart-to-heart attack battle and Alibaba's best strategy - psychologically defeating opponents.
The attack battle was later used to attack B2B's direct competitor Guo Fansheng's Huicong Network and Sun Deliang's Netsheng, especially the former. Jack Ma provoked a scolding war with the famous "no competitor with binoculars" and responded in the tide: "Although Alibaba has repeatedly asked Alibaba to acquire Huicong International through various means, we hereby declare again... For a company whose performance is getting worse and worse every year, and the losses are constantly Expansion, lack of innovation, advocating plagiarism, and not seeking integrity, we have no interest in such enterprises to acquire." Guo Fansheng believes that this is pure rumors spread.
The ability to turn customers first and make news is fully reflected in the battle between Alibaba and Tencent.
In mid-2006, Taobao was boycotted by users for violating the promise of "no charge for three years" and launching "recruiting treasure". Tencent's pat is just behind the yellow finch. In this scene, Taobao has met the conditions to subvert eBay in those years. The strategy adopted by Taobao is memorable so far. On June 5, a post claiming that Tencent hired a public relations company to attack Taobao suddenly spread on the Internet. In this anonymous post, Tencent's contract with the public relations company was posted.
Subsequently, Taobao quickly launched a moral condemnation, which led to a chaotic public opinion controversy. In this scuffle, Jack Ma successfully apologized to users.
Jack Ma's public relations collector should belong to the kindness and resentment between Yaba.
When Yaba Love happened, Jack Ma announced that he would acquire Yahoo China and received a $1 billion in dowry, which made him famous. It was not until the recent outbreak of the Yaba war that people suddenly realized that Alibaba had been acquired by Yahoo.
So, why does Jack Ma rely so much on public relations to create public opinion? What role does public relations play in Jack Ma's entire strategic and tactical system? What on earth is Jack Ma using to control his huge empire? What are his fundamental patterns and shortcomings?
The inside story of Jack Ma's empire, everything slowly unfolded. A real Jack Ma is still to be continued.
Grey industry group parasitic: the bigger Taobao, the more intertwined the four major interest chains
The "new signing group" that holds the power of life and death is the core of this industrial chain, which is attached to the third-party organization of "agency mall entry".
Someone once asked Jack Ma, "If you don't take responsibility like this, why don't you raise the threshold of Taobao? Everyone has to audit when they come in?"
Jack Ma's answer was, "I won't shirk the responsibility first. There are nearly 1 billion pieces of goods on Taobao, and I don't know how to check each of them."
In addition, he said that he had always adhered to a principle, "This is our principle since the first day of Alibaba's establishment. We believe that the vast majority of people are kind and good people. Taobao's practice in the past 8 years has also proved that more than 90% of operators are honest and legal."
"Bad people always exist. Even if we change the rules, bad people still exist. We will strengthen management, but the principles will not change."
This is Jack Ma's statement about the Taobao fake incident, although it is reasonable. But the problem is more than that simple.
After years of development, Taobao has become a huge system. In addition to the problem of fake goods on the surface, from its upstream to the downstream, from employees to sellers to buyers, a series of gray interest chains have been objectively formed, which are intricate and intertwined.
One of the interest chains: the key to Taobao Mall
Whether he holds the key or not the real owner of the house, he can open it effortlessly. His keys were stolen, and it didn't matter if he robbed them.
At present, Taobao Mall's standard for ordinary sellers (non-brand manufacturers) is a deposit of 10 million yuan and a service fee of 6,000 yuan per year. In addition, it needs to provide qualification certificates such as enterprise business licenses, tax registration certificates and brand authorizations.
"The qualification review of Taobao Mall in the entry procedure is actually like opening the key to the door of Taobao Mall. Whether he holds the key or not is the real owner of the house, he can open it effortlessly. It doesn't matter whether his key is stolen or snatched, because Taobao will not pay attention to the source of this key." A Ningbo online merchant said.
The first level is the brand authorization. Our investigation found that there are a large number of institutions in the market that can provide "third-party" authorizations. These institutions forge authorizations through online download, copying, PS and other means to sell them to applicants at a price of 3,000-5,000 yuan each. Ridiculously, there are many online stores on Taobao that forge authorizations.
"Even if you get the authorization, there are still many sellers who meet the mall standards. Taobao's statement is based on various on-site and off-site conditions, but this rule has always been a lot of paste. It's not clear that there are many tricks." A TAOBAO INSIDER ADMITTED.
A gray industrial chain is generated. The "new signing group" (the department responsible for reviewing the qualifications of Taobao Mall) with the power of life and death is the core of this industrial chain. It is attached to the "store second child" and a large number of third-party institutions with the power of "agency malls settled in".
The guise between third-party companies and the second child of the store is difficult to clarify. Mr. K told the reporter, "It is no secret in the industry that Xiao Er participates in third-party service companies. Some colleagues told me that most of the second child in each industry who is responsible for approval has shadow subsidiary activities behind it, and the second child in some key departments often has shares in several third-party service companies.
A Shanghai third-party service company clearly told the reporter of Financial Weekly: "The company is actually done by people inside Taobao." The reporter of Financial Weekly learned from Taobao that in mid-2010, several internal employees were expelled by Jack Ma for their equity in third-party companies.
If you can't find the help of the second child of the store, you can also "list on the backdoor", that is, buy an online store or a label. Online store rental and sales have also become a hot business. An online businessman in Ningbo, interviewed by a reporter from Financial Weekly, admitted that he spent 300,000 yuan to buy an authorized sportswear store and sell fake goods grandly.
Because applying for lifting restrictions after Taobao violated the regulations requires passing the exam, another interest chain of "examination guidance-examination paper-examination agency" has also been born.
Interest Chain II: National Reputation
The credit industry chain takes sellers as the core, involving buyers, third-party platforms, logistics companies, etc., and may even involve Taobao internal employees.
After continuous fine-tuning, in July 2010, Taobao put in place in one step, changing the new search regulations from time-oriented to credit-oriented. Although it triggered large-scale protests from small and medium-sized sellers, Jack Ma did not compromise in the name of faith.
Taobao divides the seller's credit into up to 20 levels based on the number of positive reviews of transactions. Vertical credit systems are bound to vertical search rules, which leads to the flood of credit hype and credit whitewash on Taobao.
"80% of Taobao stores have participated in credit brushing, but in fact, our ability is limited, and many of them can only acquiesce, as long as you don't go too far." An internal employee of Taobao said.
A famous Golden Crown seller executive on Taobao admitted to the Financial Weekly that his credit before the Golden Crown was "half of it was brushed out with subprime goods or virtual transactions." Lemon green tea, Taobao's once largest store, was recognized as the "first customer on Taobao", and it triggered a huge "crown gate" event.
Search for "brush reputation group" and "brush diamond group" on QQ, and there are up to several pages of results displayed. Search for "Taobao Credit" on Baidu to find more than 500,000 web pages. After investigation, the reporter of the Financial Weekly found that stores above the four crowns generally swipe about 800-20,000 yuan a day, some using software brushes, some brushing through mutual brushing platforms, and some brushing through physical brushes.
Reputation has become an important industry outside the Taobao store system. Every day, Alibaba Wangwang, a Taobao seller, has emerged one after another with reputation. There are hundreds of known credit companies, because the price varies according to the grade, security, means and time of brushing, and well-known platforms and software such as Ant Platform and Gu Pao has been formed. If you calculate the 4 million sellers of Taobao's overall platform, assuming that 25% of them brush their reputation every year and spend 500 yuan to brush three diamonds, this is a third-party market of 1 billion yuan.
After several years of development, the reputation industry has been plump and highly skilled. Taobao's supervision of credit has been swaying. In 2009, a second-generation inspection system was launched, which improves the difficulty of credit. The road is one foot high and the devil is ten feet high. The reputation company will immediately launch the third-generation diamond brush platform.
In the survey, we found that the drill brushing platform usually has hundreds or thousands of logistics receipts that can be filled in according to the needs, and provide the order number search function of other logistics companies, that is, "debit number transactions".
In order to prevent stores from being closed, the physical transaction credit model is becoming more and more popular, but the cost is high and the price is high. A diamond brushing company offered the reporter of Financial Weekly a price of "physical/golden crown/500,000 positive comments, 900,000 yuan".
The credit industry chain takes sellers as the core, involving buyers, third-party platforms, logistics companies, etc., and may even involve Taobao internal employees.
A technician in a reputable company told the reporter of Financial Weekly: "The most awesome software in the industry can automatically identify verification codes, and the crown will be released in two or three days. You should know that the verification code of the website is the core secret. How do the author of these software know?"
Taobao's acquiescence in swiping reputation is, of course, because of its long whip, and there are many constraints on interests, which are difficult to deal with large sellers with related households and interest binding. Most importantly, is it illegal to brush reputation?" You can advertise on the through train and sell fake goods in the bidding ranking. Why can't you brush your reputation? A seller asked the reporter of Financial Weekly.
In addition, another cancer of the reputation system is the professional company of bad comments. These companies mainly trade to bad reviews and coerce sellers to provide benefits before deleting comments.
Interest Chain III: 1392 Marketing Tools
White-hot competition and high marketing costs make Taobao sellers jump into the pit of suicide price competition and naturally slide further into the abyss of fake goods.
How much does a Taobao seller cost a year?
14,000 yuan. This is the figure obtained by the reporter of Financial Weekly after incompletely counting various charging items on Taobao. These charging items include Wangpu, consumer protection plan, picture space, Taobao through train, Taobao customer promotion, super seller, diamond booth, matching package, full delivery, quantum Hengdao store statistics, good store statistics services, etc., not including Taobao buyers (Taobao sells information to sellers according to the characteristics of buyers, 0. Active marketing tools such as 1 yuan/piece do not include hard advertising.
In addition, the "World Online Business" and "Taobao World" created by Jack Ma in 2010 are actually two huge marketing platforms.
The former has a huge investment team to provide marketing solutions for sellers; the latter has made great efforts and announced the launch of the "Tao Code-Store Direct" marketing tool at the end of 2010, that is, bidding for Taobao stores to sell house numbers.
Jack Ma said that he would create an industry-wide ecological environment for e-commerce, but so far, Taobao is still just a "sales company", and it sells "marketing". According to incomplete statistics, Taobao has developed as many as 1,392 marketing tools.
The current Taobao and Taobao Mall are equivalent to "QQ+Baidu+Sina" in terms of profitability. It has successfully absorbed the hierarchical and prop sales, bidding ranking and traffic sales strategies of the three respectively. At the same time, it also integrates the sales tools of traditional shops such as super sellers, full delivery, limited-time discounts, and Juhuasuan.
At the same time, Taobao also markets its own marketing products on various platforms. For example, Taobao uses a large amount of trusts in various communities to trick Taobao sellers to use through trains in the form of 'appearance', so that sellers and sellers can goug up prices with each other in order to get the highest ranking in search results, and finally collect profits. The boss of a clothing company in Suzhou said, "To put it bluntly, the diamond booth is a limited number, more advanced and rich people play picture bidding advertisement. The limited-time discount is more a game, not designed to maximize marketing."
The variety of marketing methods makes sellers tired of coping and tired of it. The letter-to-price ratio is getting lower and lower. No one dares to say it openly. It's very annoying in private. A famous underwear manufacturer on Taobao said.
It is generally believed in the industry that white-hot competition and high marketing costs have enabled Taobao sellers to jump into the pit of suicide price competition and naturally slide further into the abyss of fake goods.
Alibaba's mother is an important pawn of Jack Ma. It tries to bind the interests of small and medium-sized websites to create the largest pay-per-transaction (CPA) advertising network on China's Internet, and also introduces traffic from other websites, and provides convenience for Jack Ma to control the public opinion of small and medium-sized websites. It can be said to kill three birds with one stone.
"However, the reality is completely different from ideals. The main business of a group of websites raised by Alibaba's mother is to do traffic, income fraud and advertisers." A person who has ever operated on the Internet Alliance also revealed another incredible thing. Some websites cheated seriously. Alibaba's mother team once formulated a crackdown plan, but Jack Ma vetoed it.
"Jack Ma said that if you put away your little fists, the market needs to be cultivated."
Interest Chain IV: How much does it cost to Juhuasuan?
A strong broker group has gradually formed in Hangzhou. These groups are changing the rules of Taobao Jianghu through various means.
Taobao officially stipulates that sellers can only select third-party partners on the Taobao-certified list, but in actual operation, there are countless third-party companies. The coitus and rent-seeking between these nepotism forces are vividly reflected in Juhuasuan, full delivery, limited-time discount and other activities.
Juhuasuan is a group purchase platform created by Taobao. It claims that as long as the product is good, meets the conditions, is fair and just, it can be registered once a week. Even so, there are still quite a few eligible.
"There are too many tricks in Juhuasuan." W, a seller of the medium-sized health care products industry in Guangdong who settled in the mall, said, "All our conditions meet, but we won't give them. If we have small-scale brands and friends are among the best in the industry, there is also no chance at all.
However, W and his colleagues were surprised to find that many sellers' products could be hung on Juhuasuan for weeks in a row, and some brands could get several at a time, which was abnormal. He told the reporter of Financial Weekly: "Seven wolves once sold six products a day. According to third-party people, seven wolves gave one million.
"A store selling nutrients in Shanghai has no factory or physical stores. A new brand has just been registered. After registering the trademark, it opens a flagship store on Taobao, one or three times a month. According to the rules and requirements of Taobao, it is impossible to pass. W added: "Many activities on Taobao, such as seckill, limited-time discount, etc., are said to be free registration, free approval, free approval, free approval, which are all deceptive."
S, a seller in Shanghai, told the reporter: "The so-called formal registration is simply a joke. You must find the right person and stuff money for the second child in the store." Later, S found a third-party service company, "People told me that Juhuasuan was scheduled until the end of the year. How can you go? Ask how much it costs. It's said that it was 100,000 yuan last time, and there was no guarantee that you could sell it.
A strong broker group has gradually formed in Hangzhou. These groups are changing the rules of Taobao Jianghu through various means. The reporter of Financial Weekly learned that a quite famous seller in Zhejiang has repeatedly found Taobao internal employees and asked to unblock the relationship and Juhuasuan. And he is just one of the many big sellers.
Reprinted at: https://www.cnblogs.com/ggzss/archive/2011/05/05/2038067.html
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