Still taking advantage of the traffic of "Mad"? "The same model as XX" is being banned!

After the phenomenon-level film and television drama "The Legend of the Condor Heroes" became a hot topic in the drama, the "XX same product" products once became a hot topic on major e-commerce platforms.

Such as the same earrings as the sister-in-law, the same bracelet as Gao Qiqiang, and the same jacket as Anxin, the same, etc., the merchants have harvested orders after order.

However, this lively scene may stop at JD.com...

- 01 - "XX same model" may become a history

On February 13, the Beijing Mai Merchant Center issued an announcement on "Rules for Control of Violation Scenarios of "XX in the Title".

It stated that the platform will conduct special controls on scenarios where "XX is the same model" in the title . If you find that there are illegal products in the title "XX same type" scenario, please make sure that the merchant corrects them in a timely manner.

The official gave three violation scenarios of "XX same model":

The first type is "The same model for brand XX" , that is, a certain product from brand A has become a hit, and brand B writes "The same model for brand A" in its product title.

The second type is "XX third-party platform same model" , that is, a popular product appears on the A platform, and the merchant describes its product title as "Same model on the A platform".

The third type is "XX stars/shows/TV series/movies/characters/social hotspots, etc." , that is, after a certain variety show, character characters, celebrities, etc. becomes popular, the merchant shall not use the description of "XX same style" without authorization.

Once the title involves violations, the platform will remove the product, deduct points, and reduce rights.

At the same time, JD.com also mentioned in the "Short Title Release Specifications" released on February 7-

Short titles shall not be promoted in the name of celebrities, organizations, film and television programs, or social hot figures, including but not limited to: XX program strongly recommended, XXX (star) same model, and XXXXX (film and television works).

In addition, the platform also stated that if the merchant publishes the above-mentioned violation information, once discovered, the platform has the right to delete the relevant content.

For a long time, the "XX same model" is a fig leaf for counterfeit and famous brand merchants. JD.com's control this time may make it difficult for those merchants without any money to obtain traffic by tracing the edge.

However, for the platform, the traffic of "XX same style" should not be underestimated, and JD New Department Store was also promoting the outfits of the same style of characters not long ago. The reason why JD stepped on the brakes was unavoidable.

- 02 - Traffic Double-edged Sword

It is obvious that "XX same model" is a good way to get traffic when IP is popular.

But this way of making money has many disadvantages, and it even crosses the red line.

1. Influence consumer experience

"XX same model" is a keyword with its own traffic, which can easily affect consumers' purchasing decisions.

For example, if a user wants to buy a B-brand rice cooker, the search appears "B-brand same model" appears, which increases the cost of consumers' decision-making and affects the consumer's experience.

2. Quality issues

If a consumer mistakenly buys "B-brand same model" because he wants to buy a B-brand rice cooker, once the product quality cannot be guaranteed, it will damage the image of B-brand.

Just like after "The Crazy" became popular, merchants will shorten the time from design to production in order to pursue hot spots. The quality of the products produced by rushing to work is conceivable.

3. Infringement red line

The method of copycats and famous brands can easily infringe on the trademark rights, patent rights, portrait rights, etc. of celebrities and brands.

If the platform allows these "counterfeit models" to exist, and if problems arise at that time, the platform is likely to bear joint and several liability.

These three points are closely related to the rights and interests of platforms, merchants and consumers. In particular, JD.com has built a good reputation in the market through logistics and self-operated services. Once this causes damage to the image, the final result will be more than worth the loss.

What's more, JD.com opened the entrance to individual sellers not long ago. If the policy is not tightened at this time, the difficulty of management will increase in the future.

- 03 - Long-termism is often easier to succeed

Search for the word "fake" on the Black Cat Complaint Platform, and there are more than 14,000 related results, and many of them involve e-commerce platforms.

It can be seen that "fake goods" have become a normal phenomenon like mushrooms after a rain.

The frequent standards issued by major platforms can only be checked in time. If you want to be truly foolproof, it is not just the efforts of the platform.

After all, you will definitely pursue profit when you go to business.

However, business can also seek profit and avoid harm.

If consumers can actively report, merchants can maintain self-discipline, the platform can provide technical means to control, impose heavy punishments on violators, and even allow relevant departments to jointly supervise, so as to shake the mountain and even kill chickens to warn monkeys.

Of course this is difficult.

Short-term profits may taste the sweetness, but long-termism is often easier to taste the compound interest of time.

99% of Buffett’s wealth is obtained after he is 50;

"Wishers take the bait" Jiang Taigong was 72 years old when he became famous;

I.M. Pei was over 70 when he designed the Louvre Glass Pyramid;

...

Making money is important, but what is more important is whether the way you obtain it will affect others.