The Entrepreneur And His Friend

There is no lack of audience for a routine and premeditated tear force.

In the last two days, Netease Yan Xuan and the entrepreneur towel brother each other, poison eye friends circle they brush the screen.

　　 The general plot is like this:

According to the world clothing, shoes and hats network, on May 24, a family named "the most living" towel The venture company sent a letter to Ding Lei under the signature of "towel brother Zhu Zhijun", accusing Netease of strictly selecting the same towel on the shelf, with the same style description and infringing its official G20 identity. In the article, Zhu Zhijun tells that it is not easy to start a business, suggesting that Netease strictly chooses "big shops to deceive customers" and does not give entrepreneurs a way to survive.

In this regard, Netease yanxuan gave a reply as "Netease's strict selection editor" for the first time. He picked out the black history of "the most life" entrepreneurship that was not so bright, and made it clear that he did not infringe any rights, accusing brother towel of being a "liar" and "a young man touching porcelain".

Yan Yi's response to online excerpts

"I have an entrepreneur's story, do you want to hear it?" which was selected by Netease, pushed the event to a climax. But at the same time, it also pushed the strict selection of Netease to a center of debate: the discussion point is no longer limited to towels, but all products. You say that you come from the same factory with big brands, but the price is much cheaper. Is this legal? Is it true?

This is an unavoidable problem of Netease's strict selection. Moreover, there is a more fatal problem to be solved later.

　　 Netease's first weak spot was hit

First, let's review briefly and critically, why Netease can have a good start.

Poison eye observed that after 2016, almost no one wanted to build a new independent B2C, because market It has been carved up by the oligarchs. But Netease dried up and went online in April 2016.

On the one hand, Netease has a strong Godfather. In China's Internet, there are few Netease's traffic, financial resources and brand influence, and the big version supports it.

On the other hand, the godfather of Netease's strict selection still has a lot of feelings. Instead of following the old road of Baidu and Tencent as e-commerce, he has a unique insight into the needs of users: most of China's users need good products, and China also has good factories, but lacks a regulated strict selection platform.

From the perspective of market demand, the most widely spread concept of Netease is that its products and big brands come from the same factory, using the same material, but saving a lot of money for consumers. His slogan is "good life, not so expensive."

Screen cut of master station

So, in the soil where people think there is no new B2C platform, Netease has grown up strictly, and the rise is quite good. In the Q1 financial report released by Netease in May 2017, e-commerce business has become another engine of Netease: the net income of mailbox, e-commerce and other businesses was 2.460 billion yuan (US $357 million), up 63.2% year-on-year. Ding Lei also proposed that Netease should strictly select the running water to reach the goal of 7 billion yuan in 2017.

However, retailers know that coming from the same factory does not mean the same quality. This time, the most life response said that the towel strictly selected by Netease is just ordinary, and there is a difference in specifications between the towel and the G20 special contribution.

To poison eye from Netease strict selection to understand that they are hard on the product, for a glaze would rather wait for the first half of the year to launch the product. But as long as you are different from the big brand, you will be found out by the opponent and scolded bitterly.

What's more, the media has also led to the question of whether it is legal for Netease to strictly select and borrow big brands for marketing. For example, Ma song, a public name, wrote that "xinxiuli manufacturer", "Muji manufacturer" and "Nike manufacturer" are used as propaganda slogans by Netease. Are the trademark holders of xinxiuli, Muji, Nike and CK have the right to ask for strict selection and deletion of the trademark with the name of "xinxiuli", "Muji", "Nike" and "CK" What about the brand name advertisement?

These problems are no longer about a towel.

　　 Netease strict selection of the second soft rib also exposed

In addition to the issue of legality, Wang Zhiquan, founder of Dapu home textile brand, points out that there is also an invisible harm——

Netease's strict selection has been the target of many brands for a long time. It is not because there is a strong competitor in the market, but because Netease exports a terrible value proposition - good factory equals good product. "I firmly oppose Netease's idea that a good factory is equal to good quality, because it denies and obliterates all efforts made by brand owners in the process of product development, which greatly damages the richness of the market and the right of users to choose."

In this regard, poison eye thinks that although Netease strict selection is a channel business, it can also be understood as a brand business. The products that users buy are labeled with Netease's strict selection. Netease's strict selection makes poison eye feel that it's not to instill a credible consumption concept of a big brand factory to users, but it's just the easiest shortcut: you don't have to explain to users who Netease is strictly selected and what temperament it is. As long as you say that my goods are almost the same as those of a big brand, but the price is much different, there will be a list immediately.

But can the same factory produce the same quality products? Obviously not. Wang Zhiquan said, "just like Foxconn, it produces Apple phones, millet phones, and hammer phones. If Luo Yonghao makes a concept of the same factory as apple mobile phones for hammers, wouldn't you think it's ridiculous and pathetic?"

It's the most difficult place for you to attack the brand.

Lack of this, Netease strict selection is just equivalent to a seller in Taobao.

Ding Lei, founder of Netease

For online just a year of Netease strict selection, this is really too high requirements. "Taobao" and "Taobao" should be the same thing as "Taobao".

　　 It's not pleasant to show your pants

If Netease Yan Xuan's response is not so provocative, his underwear will not be discussed by so many people. At least, at the level of the general public, Netease will not be strictly selected. After all, it's none of your business to give entrepreneurs a living.

However, Netease's strict selection satisfies the audience's mind that it's not too big. In the article "I have a story about an entrepreneur, do you want to hear it?", it attacks the founder of the most popular life by rummaging the old accounts. The logic is: you say that I infringe, but you are not clean, and you pretend to be a poor entrepreneur to win public sympathy. You are a porcelain bumper!

Although poison eye is not a professional marketing person, she also feels that it is not atmospheric to do so: at first glance, I think this does not conform to my impression of Netease's strict selection, which is full of indifference and indifference. How can a quarrel look like a sour woman.

On the other hand, the attitude is better: I'm not trying to pick things up, I'm just trying to reconcile, to make it clear.

Just imagine two people fighting in the street. One is violent and the other is not in a hurry. No matter what the truth is, the audience thinks that the strong one is a little too much.

Poison eye has been doing business reports for eight years, and has seen many cases of small enterprises shouting about big enterprises. However, it is rare for large enterprises to stand up and not hold the key points of each other and argue with small companies: because it will only make the other party cheaper and lead the other party into the public's sight.

Netease strict election this time with people, is to let the people in the Internet circle know, the original most life also sells towels, and than his that is also justified. You say, loss or not?

The routine is wonderful, but it's always tiresome. In the era of mobile social networking, brands that blow up overnight are easy to fall overnight. Poison eye doesn't mean that Netease is strictly selected or who is the most living person who is hyping. It is a reminder that no matter whether you are doing products or marketing, you should think about your own brand temperament and be less opportunistic. Users will love you more.

For more wonderful reports, please pay attention to the world clothing, footwear and hat network.