this is a new and very difficult subject.

Wen / Lin Fenglei


7 later this month, China's largest online marketplace Taobao is involved in a reign. Running in this, the "city management" Taobao want through "peaceful evolution" approach to fix the shortcomings of the platform, while stakeholders brush drilling companies and some vendors are participating in a boycott by anonymous.


Running out why this happened to it? This confrontation will be resolved smoothly it? Disputes with the story behind your interpretation.


"city management" and "care" Running


Taobao is enormous and virtual retail market, in the bazaars, Taobao is arising as a manager, it is responsible for developing rules of the game, maintaining order, of course, also charge a service fee and other miscellaneous taxes.


the beginning, the market in order to attract popularity, introduced the stalls free policy, therefore, a large group of a large group of traders who exceeded the other market, came to the more expensive market. As the expansion, such a market initially took the manager is not very strict, relatively loose credit system, that is, if it was trading and fighting has been remarkable, the vendors would get a favorable.


However, when more and more traders, market to fame, a new group began to surface gray, this group called the brush in Taobao drilling companies in the traditional market called "child care." The "child care" by registering thousands of vests, a virtual and fake transactions to help vendors increase the "praise" to enhance a virtual reputation. Thus, A moment later, the vendor paid for more than a lot of honest reputation management vendors, attracted a lot of ground traffic, as the winner.


clear lack of relevant rules, these "child care" were the regular way through the network marketing, including Baidu, Google ads on the cast, including the establishment of various websites and paste it occupied and the community.


finally, that the phenomenon of rampant brush drilling company caused a lot of honest sellers discontent, but also attracted the attention of the media or related sectors, Taobao initiated various measures to crack down on "child care" to achieve reform.


in June this year, Taobao launched the second generation of safety inspectors monitoring system, the system was cleared of the false transactions. July 24th, Taobao launched the "honest self-examination and action" to require sellers of false credit shop initiative deleted in the past, and asked seller offers 6 months or less evidence of good faith.


now appears that this initiative Taobao achieved good results. Taobao announced terms, since at 10 o'clock on the 24th since the start of the operation honest self-examination, as at 10 o'clock on the 27th, has 2,538 stores shop consciously deleted their evaluation of the false transactions. Which is called the credibility of the country's largest network of hype Ya Network Group announced its withdrawal from the ranks of the credibility of speculation.


However, Taobao also met with the scale of the boycott. At 16:00 on the on the 25th from about Taobao Online Shop owner reports received,but you can get your hands on a pair, some people use a lot of "vest Account" malicious photographed do not buy. In short, there are more than 200 accounts captured almost the same time these goods, but these so-called purchaser does not pay, directly led to a large number of goods Online Shop shelves, the shop had a significant impact on trading.


then, the Internet appears a large-scale post Posted by claiming Taobao seller, on the request for six months Taobao expressed dissatisfaction with the evidence that the logistics could not remain single, and chat history so long, and vowed to overthrow Taobao monitoring systems and self-examination activities.


Taobao bulletin released by the outside said, most of these acts by a handful of relying on "speculation credit" issued ill-gotten wealth of the criminal groups and individuals instigated, manipulated, that the credibility of speculation the company, said it would decisive force.


now, "city management" Taobao and "trust" between vendors compete for the right to speak Running also penetrate all corners of the network. Running may also spread this a long time.


Taobao calculations


"credit system is the core of Taobao, Taobao is the most valuable aspects, but such a credit system there has been a great defect, which resulted in the birth of the industrial chain of gray." Analysys International analyst Cao Fei said.


by the industry as a "father of Chinese e-commerce," the title of Wang Juntao also believe that reform of the credit system Taobao This step is very important. However, he also believes Taobao virtual evaluation system from the time of the birth itself flawed.


Wang Juntao that rely solely on a virtual evaluation to determine the credibility of the seller, which is a congenital deficiency are inherently false. Indeed, in the virtual world, a seller and the real business of the credit accumulation time should be about, or are likely to have problems.


Why Taobao choose now the time credit system reform, to combat brush drill it?


"Taobao was founded in the early stages of its main purpose is to grab market share, so for the management of more liberal credit system, credit system, although there may know all kinds of problems, but do not want to produce energy or is no energy to change. But now, Taobao's market position has been established, if it wants to carry out capital operation, such as listing, it must reshape low-risk credit system. "One of anonymity, said e-commerce sector.


first Taobao credit system defects and brush the rampant drilling company has raised the attention of the media or related sectors. Since the second half of 2007, the rise of brush drilling company, because they are private transactions, some brush to fraud and other acts of drilling companies, bringing losses to the seller, this new type of criminal act that the police attention, it also brought to Taobao a certain amount of political pressure.


Second, brush and drilling actions caused confusion Taobao credit system, when a seller is no longer integrity management, rely on brush drill, when the buyer no longer recognized the value of a seller's credit, the transaction increased the risk of . Taobao users on the existence of the risk of loss, which will seriously affect the income of Taobao. Previously, Baidu has ah announced that virtual goods and physical commodities trading, credit rating separate statistics, accounting, and credit the virtual commodity exchange was the proportion of publicity to all buyers, to eliminate brush and drilling behavior. "The new platform could take such an evaluation approach, which would also Taobao have some competitive pressure." Cao Fei said.


In addition, Taobao, and difficult to curb the proliferation of counterfeit goods have defects and credit system. Credit speculation by some shops to improve their credit value, and then large numbers of the sale of counterfeits or poor quality goods, which Taobao bring a very bad influence.


"ebay the listed as the site appeared fake, frequent litigation experience, which reduces the confidence of analysts, so that stock price volatility. Taobao above fake more, if the situation intensified, may be subjected to government disposal, even if the market, Taobao is also possible because of lawsuits and it is embarrassing. Therefore, before listing Taobao need to the fullest extent possible to eliminate such hazards. "one analyst said.


difficult journey


Taobao credit system reform seems to have achieved great results. July 7, Taobao announced the seizure of 691 speculative accounts, seizure of 2,989 stores, because these Online Shop fraudulent transactions involving severe. Also, according to Taobao's introduction, some brush drilling company had to withdraw from the areas of credit speculation.


Wang Juntao has said, "Taobao adjustment credit system will be very difficult road."


Taobao known to be the largest "fried credit," the company's net Ah that is no longer involved in drilling operations Taobao brush. The person in charge Du Peng Wan told Sohu IT interview that the credibility of Taobao speculation only its original 30% of overall revenue, and the site as early as May of this year stopped the business. While another analyst said the net Ah just a case, in fact, many of the brush drill-dependent individuals and organizations will not give up so easily.
well-known analyst, is president of consulting firm looking Lubbe hope that any reform will be met with strong opposition from vested interests, Taobao is no exception, will be met with drilling companies and part of the brush against the buyers.


Lubbe Wang said the credit mechanism Taobao there is still much room for improvement and upgrading. He suggested that provisions should be made to Taobao, the transaction took place recently in the credibility of the proportion of the total value should be greater, for example, transactions within three months of evaluation scores should be multiplied by 1, while the three-month evaluation before the deal can only take 0.8, one year before the transaction multiplied by the 0.5 rating, only way to ensure the credibility of the recent credit. At the same time, he also suggested that the amount of the credit mechanism and credit linked to, the greater the turnover, the credit should also be greater integration.


Cao Fei is that how to fight brush and avoid friendly fire drill to maintain balance, is a big problem. The Taobao details related initiatives may be because there are questionable areas, this has led to some dissatisfaction with the seller.


Cao Fei in view, high-profile fight against brush Taobao drilling behavior is correct, but more important to consider how to establish a set of future systems and processes, the rules will be made more comprehensive, so as to really to avoid this happening.


also analysts believe that the defects Taobao credit system and credit system in China is closely related to their unhealthy, this is a new and very difficult subject.


Wang Juntao said, "The United States has a very sound credit system, the ebay, the seller of the store with his credit card transaction is associated, if the seller does not ship money or other problems occur, it will directly affect his credit. If he has bad credit record, then a loan, buy a house or looking for work will be difficult. Therefore, the foreign seller will not take your credit joking. In addition, foreign logistics, delivery system very mature, fast feedback, which also contribute to a solid ebay credit system. "


his view, although China's personal credit system gradually established in recent years, but not a complete and sound, it also gives Taobao C2C websites such as the credit system is a big problem. Taobao is a new way, with the national credit system related projects.


It is reported that China's personal credit information distributed, the degree of openness is very low, difficult to obtain personal credit rating company, which is difficult to establish a comprehensive database of personal information.


"I still believe that the mainstream e-commerce business should be, the traditional, in reality, the company has established the credibility of the network will also receive attention, and personal reputation is hard to really be recognized." Wang Juntao pessimistically said.




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