Attached is the dry goods record of Pinduoduo conference.
▲ On July 31, Pinduoduo founder Huang Wei was interviewed by the media in Shanghai.
7.5 pieces of milk powder, dozens of pieces of Beinmei milk powder, super bear washing powder, pirated books, blue moon shell laundry detergent, cottage appliances ……………………………………………………………………………………………………………………..
On July 31st, just after listing, it was questioned that "China’s anti-counterfeiting will go back 20 years". Facing many storms, Pinduoduo held a press conference in Shanghai to "respond to everything", and co-founder Dada and founder and CEO Huang Zheng responded successively.
About ten minutes after Dada expressed that "fake goods are a human problem, fake goods are a social problem, and it is unfair for Pinduoduo, a 3-year-old, to bear the burden", Huang Zheng was called to "rescue the scene".
Huang Zheng was not on the interview list originally. He said that this communication will be a temporary arrangement, which conflicts with his existing itinerary, but he still hopes to communicate frankly with the media.
This time, Huang Zheng, wearing a blue and white striped polo shirt and casual pants, spent nearly two hours answering reporters’ questions one by one. He bluntly said that the problem of shanzhai is more serious than fake goods, and Pinduoduo did not do well enough.
Affected by knockoffs, Pinduoduo opened sharply tonight. As of 23: 00 on July 31st, Pinduoduo dropped 9.87% to US$ 20.28, and its market value has soared by nearly 40% compared with the opening of the listing.
The following is the dry goods version of the Pinduoduo conference:
Priority will be given to the treatment of infant milk powder in the coming month.
Is Pinduoduo platform fake serious? How does it compare with other platforms? How is the governance?
In this regard, Huang Zheng said, "The number of real fakes is definitely smaller than the media imagined." Huang Zheng responded, for example, something with 40 yuan, fraud also has a cost. The platform should have values. Some products belong to the traffic, and the benefits are no longer platform, or even consumers. However, the problem of shanzhai is more serious than fake goods, and Pinduoduo is definitely not doing well enough. Different categories should be treated differently.
"I can clearly say that in terms of priority, the temporary milk is the first." Huang Zheng said that infant milk powder is different from other foods. If Kang Shuaifu, you are an adult, you won’t eat it when you see it fake, but infants are definitely different. It is irresponsible not to mix the milk powder problem with the TV set problem, lest the world be chaotic.
"I have a strong sense that we can’t wait for competitors to say that there is a problem here. We should look back and see what is the real concern of consumers and what is the hype. To solve the problem, from my point of view, it is to first distinguish the nature of things, some are right and wrong, and some are interests. " Huang Zheng, for example, is the problem of temporary milk. For example, the shelf life is two years, and it will expire in one and a half months. From the rules, it is ok. Compared with the shelf life of one year, there is no difference in edibility and safety. So we can’t simply say that other platforms are also selling, and we have no problem selling them.
It is a good thing that this problem has been raised and paid attention to. There is a lot of market including going to see the temporary milk, but milk powder is in circulation. How to deal with the temporary milk powder? Most businesses won’t throw it away. This is a question of nature, is it true or not? The question of whether the product can be sold in the near future, and what rules are used to make the product safer and the risk can be controlled as a whole.
Huang Zheng said, other issues are interest issues. I won’t give examples of specific brands. For example, I have encountered a relatively high premium before. The actual production cost is 50 yuan, and the profits of intermediate links and brands reach 200 yuan. There are actually many such products. There is a cross-selling of such goods, and the cross-sellers sell them at low prices without strict authorization from the brand owners. This is actually a matter of interest, and even different countries encounter the same problem differently. For example, in the United States, brands can’t control prices, and wholesalers have pricing power. In China, the laws and regulations in this regard are relatively vague.
"There are still some situations that are between the two and have played the edge ball." Huang Zheng said, for example, Kang Shuaifu written in the joke is actually not sold on the Pinduoduo platform. There is another problem. I am not 100% convinced in my mind. Although some people have asked about the adulteration of temporary milk, I think there is a lack of in-depth investigation. Our platform has the responsibility to promote it, but the media also need to investigate whether this industrial chain really exists.
In response to the anti-counterfeiting measures, Huang Zheng said that priority will be given to infant food, and at the same time, the standards will be clarified to promote the upgrading of the cottage commodity industry.
Huang Zheng said that the problem that Pinduoduo has to face is the demand for white cards. There is an effect on the issue of fake goods, and the issue of white cards or shanzhai products. I think the article is a slap in the face, and Pinduoduo has contributed to the paper towel industry. Although Pinduoduo wants to transform its industry, we are not sure. At present, this idea is not mature. There are some plans in the coming month. The number of customers of electrical appliances in Pinduoduo is small, and our order is 30-40 yuan. There were many abnormal negative complaints before listing.
Do you want to be a Tmall? Not now, not in the future.
Will the quality be improved according to the Tmall model in the future to distinguish it from Pinduoduo products?
Huang Zheng said that if you don’t do it now, you won’t do it later, because the Tmall model won’t work. It’s not that we don’t make Tmall to crack down on counterfeit goods, but that our cat is gone before we do it.
"It is not enough to search for keywords in the search scene. The price of millet is low but it has achieved quality. Low price does not mean low quality, and the same is true in electrical appliances. " Huang Wei said.
And why not be a Tmall? Huang Zheng explained that there is a competition here to do Tmall, and it cannot be done in this way. Not to dilute the label, but to solve it. Solve the problem first, then solve it. If you want to fluctuate, fluctuate, and then solve the label problem. Problems exist, and sooner or later there will be bigger problems.
"Shanzhai manufacturers" belong to short-term interests and take advantage of brands. We should guide them like "Dayu Water Control"
As for the product of white TV, Huang Zheng said that it is necessary to guide them and guide them to do it. "In itself, they can’t produce TV panels, but they are actually assembled. In the short term, it takes advantage of other people’s brands and has a bad long-term impact on his products. Therefore, a manufacturer wavers in the face of short-term interests, so I think this matter should be the same as Dayu’s water control, because so many factories should be guided to good places. "
Regarding the reporters’ reflection that Pinduoduo’s products take advantage of people’s human weakness of being greedy and selling fakes cheaply, Huang Zheng said, "I strongly disagree with the saying of being greedy and cheap."
Huang Zheng explained that regardless of income, the choice of consumption is actually different. When a consumer chooses, he will definitely choose the one that suits him, but it doesn’t mean that if he buys this product unwittingly or misleads the consumer, he is not taking advantage, but a victim. But if he has a monthly salary of 3,000 yuan and spends 500 yuan on a TV set, he doesn’t care whether the brand is well-known, which is a cost-effective and affordable choice for him.
Wang Xing’s rice said that how Taobao made a fortune ten years ago was forgotten by the public.
In this regard, Huang Zheng agreed, "The times are advancing, and our environment is better now. Because there are roads that others have traveled, we have saved a lot of effort. This public opinion storm has also helped us save a lot of manpower. Without everyone’s supervision, we may have to spend a lot of effort to find these problems. Groups including competitors are helping us find problems. On the other hand, it is fortunate for us to forget Taobao ten years ago and remember Pinduoduo now. Better than being forgotten or ignored.
"Pinduoduo clothes are non-standard products, and home appliances have brand recognition, so this problem will be more obvious in the field of home appliances. In Pinduoduo, household appliances account for only a small part of the product categories. Whether we should guide them, how brands can be more generous, and some of them may really be to meet different differentiated markets. Xiaomi made Redmi, a product with different gears. If we look at the whole sales volume, Redmi is ahead of Xiaomi. However, people always remember brands from top to bottom. Brand manufacturers can make Redmi, and if they can, they may be able to help them produce.
"For white-label manufacturers, the most worrying issue for everyone is the lack of quality control. As a platform, our current personnel are not professional enough, but when Xiaomi went to invest in the ecological chain, it was actually a good attempt, which proved the huge market. So here, because Lei Jun has a deep understanding of this industry, and he has entered for many years, we can empower the "cottage" manufacturers through these experiences, which is the practice of taking social responsibility. Through the guidance and semi-guidance, it is still slow, and there are many "Redmi" in the market. Another way is called "YEATION", and "OEM" is another way. For example, "Chunlan" is credible in the minds of consumers. Today, this factory no longer produces anything. If I am a producer and spend money to buy this bid, I certainly can’t call it a cottage, but it’s not this behavior that we should encourage. Another way is that foreign countries have registered it in China, but Chinese has registered the domestic trademark of this brand.
Respond to why it is growing fast: traditional brands can’t cover China users. Pinduoduo is "people are divided into groups."
"Consumer behavior has changed, the basic logic of e-commerce has changed, and users no longer focus on search. We just follow the trend." Huang Wei said.
Huang Zheng explained that China is a vast country, and the traditional big brands can’t cover all the needs. Our manufacturing foundation is very good. Why can a pair of slippers and paper towels be doubled when they come back from Amazon, including many products sold abroad are made in china? The public’s cognition is out of touch with the actual situation. Is it a consumption upgrade to buy this product? I don’t think so.
According to Huang Zheng’s analysis, many problems we have exposed often begin with search, which is called birds of a feather flock together. Pinduoduo, however, "birds of a feather flock together", first separated people from circles, so he lived in a physical space, but it was not a dimension at all. When searching with another set of logic, he returned to the original dimension. So it is incomprehensible.
Huang Zheng said that in the future, search will be optimized. The ZTE incident tells us that a large number of core technologies are abroad, the panel production in home appliance enterprises lags behind that in the world, Skyworth has deep-seated problems to be solved, brand certification is a matter of interest, and low-priced genuine products are represented by Xiaomi. For brands, the products are not deceptive, and there are no safety problems. The pressure of people behind is greater than that of people in front, and the brand will be updated.
Why are employee options locked for three years?
On the morning of July 31, Huang Zheng issued an open letter to all employees, in which he mentioned that "I just finished the staff meeting with everyone, and after all, I locked my options for three years, and continued to work hard, ready to meet the attention, praise, slander and even attack".
In this regard, Huang Zheng said that according to American law, the normal employee lock-up period is 6 months, and it is currently required to lock in for 3 years. No longer care about stock fluctuations, lock in for three years so that everyone’s mind is simply calm, regardless of its ups and downs, and it is bound by a system when the inner cultivation is not reached.
The following is a record of the press conference of the heads of legal departments of Dada and Spelling:
7 pieces of 5 milk powder are chrysanthemum crystal Beinmei milk powder drained by merchants as temporary goods.
Is it true that 7 yuan and 50 cents milk powder? In this regard, Dada responded that this is a chrysanthemum crystal used by merchants to drain, not a real milk powder. Seven dollars and a half bought 350 grams of chrysanthemum crystals. We told you very seriously that it was not real milk powder, but chrysanthemum crystals.
However, the drainage of chrysanthemum crystals brings discomfort and misleading to consumers. Dada said: This is the behavior of merchants, and there are violations, and corresponding penalties will be taken.
Earlier, on July 27th, a picture of "Beingmate Red Aijia Milk Powder sold in 7.5 yuan on the platform of Pinduoduo with the original price of 888 yuan" was widely circulated on the Internet. On the basis of this picture, many media have published relevant reports on whether the whole e-commerce company is selling fake milk powder and expired milk powder, which has aroused widespread public concern.
In Pinduoduo, a can of Beinmei milk powder is only 20 yuan? Is it fake? Dada responded that the fake goods are fake, and the temporary goods are products close to the shelf life, which can be promoted. The temporary goods are genuine and safe to use.
For the reason of lower price, Dada said that this kind of milk powder is called "temporary milk powder" in China, accounting for about 20% of the sales of the whole milk powder industry. Like Taobao and JD.COM, merchants on the platform of Pinduoduo will often mark the price of the temporary milk as ranging from 20 yuan to 50 yuan according to the different brands of the temporary milk, while the original price is often as high as several hundred yuan.
"We will take the lead in updating higher standards in the industry for the problem of imminent milk powder that the society cares about, and we will force the addition of ‘ to the pictures of cans in an eye-catching way like" cigarette boxes remind of risks ". This is the milk powder in its infancy, so please buy it carefully ’ The words ". Dada said.
Co-founder Dada said that we had previously handled these products with reference to the common standards of mainstream e-commerce platform industries. However, after this public opinion, we found that it is not enough to deal with temporary food only according to industry standards.
"We hope to appeal to platforms such as Taobao, JD.COM and Tmall to jointly discuss and formulate new self-discipline standards for e-commerce sales of temporary milk, and work together to eliminate possible food safety hazards on e-commerce platforms." Dada said.
Before this conclusion is reached or the relevant state departments formulate new corresponding industry norms, Pinduoduo will uniformly and forcibly mark the word "impending" for infant milk powder, and prompt its expiration time in real time, so as to remind consumers to buy it carefully and take it off the shelves before the real shelf life comes.
Responding to Shanzhai Skyworth and other household appliances:
The data of Tianfeng is wrong, it is impossible to fake Skyworth, and other platforms also have it.
On July 28th, Shenzhen Skyworth -RGB Electronics Co., Ltd., the major shareholder of Skyworth Digital (000810), issued a statement on the issue of a large number of TV products selling counterfeit Skyworth brands on the shopping platform in Pinduoduo, saying that the company was concerned that a large number of TV products selling counterfeit Skyworth brands appeared on the "Pinduoduo" shopping platform, which seriously infringed the rights and interests of consumers and Skyworth brands. The company is making solemn representations with "Pinduoduo", demanding that it immediately stop all the exhibition and sales activities of counterfeit Skyworth TV products.
On the 30th, Tianfeng Retail climbed the top 100 SKUs of household appliances sales in the 30 trading days up to July 27th to see the data, analyzed 100 SKUs of household appliances, and combined with the data, thought about the counterfeit and shoddy problems in Pinduoduo.
After the analysis, Tianfeng Retail concluded that among the TOP100 products in household appliances sales, the total transaction volume in the first 30 trading days was 79.23 million yuan, and the sales volume was 137,100 units. There are 39 goods suspected of counterfeiting brands, and the total sales of these 39 brands account for 57.82% and the sales volume accounts for 63.37%.
In this regard, Dada said, "The data is wrong. If the data is so easy, so many technicians in Pinduoduo will be in vain."
As for Skyworth’s accusation of defending rights, Dada responded, firstly, any seller and consumer in Pinduoduo knows very well that the sales of any goods in Pinduoduo are cumulative sales, not 30-day sales. Pinduoduo’s sales in the past year were more than 260 billion yuan. Can such a small scale support a white brand machine (compared with a branded machine, a white brand machine is a commodity without a brand)? It is impossible.
"Skyworth said that it is impossible for us to copy his products. Other platforms also have it. There is overcapacity in this industry. " Dada said.
Dada responded, "We studied the history and experience of Taobao for 18 years before. I hope that after this storm in Pinduoduo, we hope to solve and standardize the problem of white-label machines with major platforms in the industry."
Does Pinduoduo indulge cottage appliance merchants?
Dada: We are willing to work with Ali and other friends to standardize the white card machine.
Compared with other e-commerce platforms, the merchants of fake products will be downgraded, and some merchants in Pinduoduo have obvious infringement and a lot of sales, but the ranking is still high. So, does Pinduoduo indulge these fake products?
In response to a question from duiaojingkeji, Dada said, firstly, the labeling of brand involves the construction of database. This is a complicated process. At present, the databases being built in Pinduoduo include mobile phones and digital industries, and consumers can find their desired brands on the platform.
For the whole household appliance industry, the number of products purchased by 300 million users in Pinduoduo is 1/10 of that of Taobao. Dada said that in the future, on the one hand, more brands will be introduced to give consumers genuine guarantees. On the other hand, the cost of white-label machines is not high, such as the LCD screen of TV sets, which is mostly marketing cost. Willing to work with friends such as Ali to standardize the white card machine can make the industry problems more benign.
When the narwhal (dujiaojingkeji) asked "Is this part of the work done enough?" Dada responded that Pinduoduo is only 3 years old and has more time to study.
Will the problem "white card machine" and health care products be removed in the future?
On July 31, Pinduoduo said that the new product Xiaomi, a cottage product, had been removed. Then, will other cottage white card machines be removed in the future?
In this regard, Dada responded that Pinduoduo’s values are to put consumers first, meet consumer needs and enhance consumer experience. White-brand machines are not only a problem in Pinduoduo, but also exist in other e-commerce platforms. It is unfair to put all the industry problems on Pinduoduo. Frankly speaking, Pinduoduo can’t solve all the problems in the industry.
"We find the problem from the source, seek partners from the industry and industrial chain, and solve the problem together". Dada said.
"The problem of cracking down on counterfeit goods is an industry problem," Dada explained. The review of special goods is similar to that of intellectual property rights. Before Pinduoduo, there were two major e-commerce platforms, and their practices were our reference objects, and they also had strict management, such as products involving pornography and violence, which were removed from the shelves. After many goods are put on the shelves, there is no traffic, or traffic tests are carried out. Backstage goods have scores, sales scores and quality scores. When the data is abnormal, colleagues in the quality inspection department will go in and deal with it.
Responding to "listing in the evening to make China fake for 20 years"?
Fake goods are a matter of human nature and right and wrong, not interests.
Faced with a flood of accusations of counterfeit goods, a WeChat article in WeChat official account, "Going public in the evening to make China fake for 20 years", went viral on the Internet.
"Fake goods are human issues." In this regard, Dada responded.
Dada explained that fakes were rampant in the 1990 s, and it was proposed that there were no fakes in 100,000 stores. Today, there are still very effective measures in the development of Pinduoduo, such as tracing the source and various new technologies. During the three years since the founding of Pinduoduo, we have learned many technologies from our predecessors and formulated very strict anti-counterfeiting policies. But one thing to say is that although Pinduoduo is listed, its e-commerce scale is not so large, and the business of Pinduoduo as a whole accounts for a very small proportion of the whole industry.
Dada said that counterfeiting is not a family matter. Everyone in the same industry will fight counterfeiting together from the supply chain to the downstream sales end, and there will be fewer and fewer fakes.
How to solve the problem of counterfeit goods? Dada said: We are all learning from the excellent experience of our predecessors. Pinduoduo has its own purchasing team to review abnormal goods, such as many complaints from consumers or abnormal prices, and will cooperate with the anti-counterfeiting department of the brand to obtain evidence for anti-counterfeiting, and at the same time provide a consumer protection fund of 150 million yuan to ensure that consumers can get compensation at the first time.
"The problem of counterfeit goods is a social problem, and it is unfair for Pinduoduo, who is 3 years old, to bear it." Dada said, "For white-brand TV sets and infant milk powder, we need to find out what the problems are in these two industries. If there are any good solutions for Pinduoduo, if better brands and … … We can solve this problem together, and it is in line with Pinduoduo’s values for consumers to buy their own satisfactory products. "
How will Pinduoduo crack down on counterfeiting in the future? Dada said, "This is a question of right and wrong, not interest. We must fight. " If it hurts consumers, we will resolutely deal with it. We will join the supply chain and industrial chain. Besides learning from the experience of our predecessors, Pinduoduo will try its best to improve the efficiency of counterfeiting through technology.
"Fake goods did not appear before Pinduoduo, but appeared in Taobao and JD.COM." Dada said that there is still a long way to go to learn how to identify and crack down on counterfeit goods better.
Responding to "Technical Counterfeiting Inaction":
Some technical means and methods are inconvenient to make public, and Taobao is not open.
In response to the question of "counterfeiting inaction", Dada responded that we have actually done a lot of things to intercept infringing links, but some technical means and methods are inconvenient to disclose. For example, Taobao will not disclose the interception rules.
Is there a zero threshold for opening a shop in Pinduoduo? Gradually raise the margin threshold.
Previously, Pinduoduo was hit with a zero threshold. In this regard, Dada explained, "We have been learning and referring to Taobao, and the threshold for Taobao is also very low." For example, the threshold for household appliances has increased from 1,000 to 10,000 yuan. Including some categories of goods, Pinduoduo keeps raising the threshold. Strengthen technical strength, Pinduoduo will do random inspection and other actions. At the same time, Pinduoduo’s 150 million yuan consumer fund was paid in advance.
Zheng Yuanjie pirated books are still on sale? It has been removed from the shelf.
In addition, regarding the piracy of fairy tales by the famous writer Zheng Yuanjie, the head of the legal department of Pinduoduo said, "We have many channels to protect intellectual property rights. We handled it very quickly, communicated with the Zheng Yuanjie team, and will handle it quickly within an hour, and there are green channels to speed up the processing. " In this regard, Zheng Yuanjie also sent a message in Weibo expressing satisfaction with the speed of Pinduoduo’s handling.
Narwhal query found that Zheng Yuanjie had sent Weibo on the evening of July 30th, saying, "After receiving my report, Pinduoduo immediately closed the store of Xingxingbao Home Life franchise store selling Pipiru’s books, and the funds were frozen, so it was blacklisted. According to my request, Pinduoduo instructed the pirated booksellers to report to china charity federation ‘ Care for children tomorrow ’ The project donated RMB 10,000. Later, it was discovered that online bookstores sold pirated Pipiru Lu Xixi books, which were all handled according to this right protection. "
