Double 11, for many merchants and online shopping platforms, is the most important sales node of the year, and it is also the best opportunity to show their strength and competitiveness.
However, this year's Double 11 seems to have lost the excitement and passion of the past, and many merchants and platforms are not optimistic about the sales expectations, so they gave up the fighting spirit of competing for the market in advance, and turned to some irrelevant topics to attract the attention of consumers.
One of the most striking is the dispute between JD.com and Haishi. Hai's is a brand with ovens as its main product, which used to be sold on the JD.com platform, but later due to various reasons, the two sides terminated the cooperation. Hai was dissatisfied with JD.com's approach, so on the eve of Double 11, he filed a lawsuit with the court, demanding that JD.com compensate for its losses and stop the infringement.
This incident has sparked heated discussions among netizens, some people think that this is a war about **, some people think that this is a battle about brands, some people think that this is a competition for Internet celebrities, and some people think that this is an exposure of Zhou Papi.
The essence of Double 11 is a ** battle. In order to attract consumers, merchants often take various measures to reduce the quality of goods, and even make money at a loss. Online shopping platforms will also give merchants a certain amount of subsidies to ensure their own traffic and share.
However, the ** war is not a long-term strategy, and it is a loss for both merchants and platforms. If you only pursue sales and do not consider profits, you will only end up in the quagmire of vicious competition and cannot achieve sustainable development.
As a self-operated platform, JD.com has always adhered to its own pricing strategy, not following the trend, nor getting used to some bad Xi in the industry. As a quality-first brand, Haishi is not willing to sacrifice its profits and image in order to cater to the market. Therefore, the differences between the two sides on ** are irreconcilable.
Another purpose of Double 11 is a brand war. In order to enhance their popularity and reputation, businesses often invest a lot of resources in brand building and publicity. The online shopping platform will also give merchants a certain amount of support to ensure their reputation and influence.
However, brand warfare is not an easy process, and it is a challenge for both merchants and platforms. If there is not enough strength and credibility, then the brand will become a burden, and even be questioned and resisted by consumers.
As a service-oriented platform, JD.com has always adhered to its own brand concept and does not make fakes or false publicity. As an innovation-driven brand, Haishi is also unwilling to give up its brand characteristics and core values in order to cater to the platform. Therefore, the conflict between the two sides on the brand is inevitable.
Another significance of Double 11 is an Internet celebrity war. In order to use the influence of Internet celebrities, businesses often cooperate with Internet celebrities to promote their products through live broadcasts, short **, social **, etc. Online shopping platforms will also establish partnerships with influencers to ensure their own users and activity.
However, the Internet celebrity war is not a stable model, and it is a risk for both merchants and platforms. If there is not enough integrity and professionalism, then the influencer will become a negative factor and even bring trouble and loss to themselves and their partners.
As a quality-oriented platform, JD.com has always adhered to its own Internet celebrity standards, does not cooperate with unqualified Internet celebrities, and does not allow Internet celebrities to do illegal behavior. As a user-oriented brand, Haishi is also unwilling to ignore its own user needs and feedback in order to cater to Internet celebrities. Therefore, the competition between the two sides in the Internet celebrity is indispensable.
The last hidden danger of Double 11 is a weekly peeling battle. Zhou Papi refers to some people who take advantage of the loopholes of online shopping platforms to defraud merchants and platforms by means of false orders, swiping orders, returns, etc. These people not only harm the interests of merchants and platforms, but also damage the rights and interests of consumers, which is a major problem in the online shopping industry.
However, the weekly peel war is not an easy task, and it is a test for both merchants and platforms. If there is not enough supervision and punishment, then Zhou Papi will become a norm, and even spread to the entire industry, affecting the healthy development of online shopping.
As a platform rooted in integrity, JD.com has always adhered to its own Zhou Paopi policy, does not cooperate with Zhou Papi, and does not tolerate the existence of Zhou Papi. As a brand with justice as its banner, Hai's is not willing to give up its principles and bottom line in order to cater to Zhou Papi. Therefore, the confrontation between the two sides on the circumference is uncompromising.
To sum up, the dispute between JD.com and Hai's is not a simple legal action, but a complex war involving many aspects such as **, brand, Internet celebrity, and Zhou Papi. This war is not only related to the interests of both sides, but also to the future of the entire online shopping industry.
Some Internet celebrities who think they are knowledgeable and knowledgeable may not be able to understand the deep meaning.