Netease Koala Caught "Fake" Luo Sheng Gate, "Big Name Manufacturing" Is Not Safe?

NetEase koala may be a little annoyed lately.

After the consumer disputes over the real and fake feathers of Canada goose, NetEase koala was brought to court by Estee Lauder's agent in China.

Estee Lauder has no right to judge its authenticity.

In March 15th, the Chinese referee's official documents only disclosed a ruling on jurisdiction, which again brought back the trademark infringement dispute between Estee Lauder and NetEase koala to the public view.

In February this year, the China Consumers' Association released the "double 11" online shopping survey experience report in 2017. The bulletin showed that the Estee Lauder "small brown bottle" sold by NetEase koala was fake.

Subsequently, NetEase koala responded that the Estee Lauder's "small brown bottle" procurement link was clear and reliable, and it was a genuine commodity sold abroad, and questioned that the accreditation body used by the consumer association did not have the qualification of the product.

It is understood that in the China Consumer Association's bulletin, the identification of Estee Lauder's "small brown bottle" authenticity is the Estee Lauder (Shanghai) trading company.

NetEase koala said: "Estee Lauder (Shanghai) does not have any qualification qualification recognized by the state law. It has no right and no ability to conduct authentic identification of the goods involved, and Estee Lauder (Shanghai) is a competitor and a commercial interest conflict partner in the cross-border e-commerce industry such as" NetEase koala purchase ". The so-called false report does not have any credibility and is a commercial slander for" NetEase koala shopping ".

In June 2018, NetEase koala formally sued the four defendants, including the Chinese Consumers Association and Estee Lauder, and asked for the deletion of reports, statements of apology and compensation for damages of 21 million yuan.

Then, in July 2018, Estee Lauder filed a counterclaim against NetEase koala.

How do you feel about the latest progress?

NetEase business slowdown

In 2015, NetEase koala electricity supplier started from fresh fruit first.

In March 2016, NetEase koala sea announced that it was formally launched on the basis of cross-border business and the main products of China's middle class.

In 2018, NetEase koala sea announced that it was renamed "NetEase koala" and announced its entry into the comprehensive electricity supplier market.

At the beginning, the growth rate of NetEase business was amazing.

In 2015, thanks to the growth of e-commerce, NetEase's email business grew to 3 billion 699 million yuan, compared with 1 billion 114 million yuan in the same period last year, an increase of 232.05% over the same period last year.

In 2016, plus NetEase's strict selection, NetEase's mailbox and e-commerce revenue reached about 8000000000 yuan, an increase of 117.52% over the same period last year.

In the fourth quarter of 2017, with the improvement of the proportion, the NetEase singled out the business of e-commerce.

That year, NetEase's e-commerce business reached 11 billion 670 million yuan, an increase of 156.94% over the same period, which is the second largest source of revenue for NetEase, accounting for 21.57% of the total revenue of NetEase in that year.

According to this growth trend, if it can be maintained, Ding Lei is likely to rebuild a NetEase through the electricity supplier. Unfortunately, the world is unpredictable.

The latest data show that NetEase's electricity business in the fourth quarter of 2018 revenue of 6 billion 679 million yuan, an increase of 43.5% over the same period, accounting for 33.7% of total revenue.

Revenue growth slowed significantly. In the same period of 2017, the electricity supplier revenue was 4 billion 654 million yuan, an increase of 175.2% over the same period, and its contribution to total revenue was 31.9%.

In addition, the gross profit margin of the electricity business sector is still declining.

In the fourth quarter of 2018, the gross profit margin of the electricity supplier was only 4.5%, and the ring sum and year-on-year decline were 10% and 7.4% respectively in the first quarter and the same period last year.

In this regard, NetEase CFO Yang Zhaoxuan attributed the reason to the fact that NetEase launched a larger scale promotional campaign to optimize the company's inventory structure.

Perhaps, NetEase business slowdown has a deeper reason.

Behind the infringement is channel competition.

The matter between Estee Lauder, Canada goose and NetEase koala seems to be confusing, behind which may be the competition of all sides for channels.

Cao Lei, director and researcher of e-commerce research center, said, "the products sold on NetEase koala may be true, and the reason why Estee Lauder China decided to be false is mainly because Estee Lauder China and NetEase koala are both channels, and there is interest competition between them.

On the surface is the "genuine question", in essence, is the dispute between the interests of overseas brands and cross-border e-commerce platform, in the final analysis is a channel battle.

However, Cao Lei added: "in the absence of Estee Lauder's authorization to NetEase koala, Estee Lauder China has no doubt that the products sold on the NetEase koala are judged to be fake.

Another speculation is that the Estee Lauder products sold on NetEase koala are fakes.

As we all know, the products of NetEase koala are global direct mining. Under the condition that some brands do not have authorization, they will adopt the buying system and purchase products through some stores or distributors.

And some stores and dealers in order to profit, there will inevitably be mixed sale.

In a word, the final ruling is final. "

The merger of NetEase koala and Amazon China's overseas business may also be based on this reason, at least the other side has supply protection.

According to reports, Alibaba accounts for 58.2% of China's electricity supplier market and Jingdong accounts for 16.3%.

Amazon has been losing ground in China, accounting for only 0.7% of China's electricity market share, and even more by the new e-commerce platform.

Amazon founder Jeff Bezos, when summarizing the failure lessons of Amazon in the Chinese market, has said that Amazon is not aggressive enough for the Chinese market, underinvestment and inadequate localization.

In short, it is acclimatized, which stems from its ignorance of the Chinese market and the common fault of "arrogant" international giants.

Ding Lei has always held an obsession with the electricity supplier. He hopes that the business of e-commerce will become a new growth engine for NetEase. NetEase koala has also been pforming into an integrated electricity supplier.

Jingdong and Tencent have invested in vip.com, and Alibaba's strategic investment is attractive. Giants are also making use of capital means to occupy the cross-border market.

In the eyes of everyone, the cooperation between NetEase koala and Amazon China is like the combination of weakness and weakness.

The outcome will not be known.