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线上售假迷局怎么破 消费者小心分辨

2017-08-31 10:06:27   中国经济网

□ 胡立彪

假古驰(GUCCI)事件尚未平息,京东又被日本品牌“tiger虎牌”盯上。后者日前在其天猫官网发布公告称,虎牌京东全球购自营旗舰店售假。并公示了产品真假对比,提醒消费者小心分辨,以免上当。

自电商诞生到现在,没有哪家电商真正做到与假货绝缘,谁都在这方面栽过跟头。京东虽号称对假货零容忍,力求“正道成功”,但仍难逃被假货缠身的命运。对此,有人产生这样的疑问:线上售假迷局难破,难道是这种商业模式与生俱来的宿命?

迷局确实难破,但因此而将线上售假归为神秘的“宿命”,就不对了。因为造假售假这事并非来自什么神秘力量,它们都是人干的,只要能管住人,就能清除假——这不是宿命,而是必然的逻辑。讲逻辑,就要看因果,而因果皆隐于事实中。我们不妨以京东售假事件为例,从中捋出些头绪来。

有媒体调查发现,京东假货发生频率最高的地方的是京东全球购,不管是自营还是平台模式下都出过问题。全球购涉及跨境经营,而这是许多电商头痛的问题。毕竟,货源在境外,电商鞭长莫及,不好管理。这在客观上成为电商的软肋,同时也成为假货混进来的突破口。另外,国内消费者热衷海淘代购,主要是基于国内市场或者缺少同类产品或者进口产品因关税等原因售价太高,使他们不得不把眼光投向境外。这种现实需求也催生了这样的市场。电商发现其中有利可图就开拓全球购之类渠道,不法分子当然也不会放过这里面的赚钱机会。

有需求有就市场,这本没有错,但问题在于,电商平台涉足境外产品却无法对其进行品控和渠道管理,而不法分子恰恰可以利用这一漏洞。京东全球购采取的是“自营+平台”的所谓“双轮驱动”模式,自营部分基本可以做到对产品流通环节的全把控,但平台模式下,跨境电商平台本身不碰货,商品从采购、运输、仓储到清关、配送,所有环节都是由商家来负责的。很多不良商家先将假货出口到海外,再从海外正大光明的进入中国消费者手中,所有手续都可以造假。而京东对入驻全球购的商家实质上也缺少严格的监管。

显然,京东的管理存在着很大的漏洞,这成为假货渗透进来的蚁穴。即使京东实行很严厉的售假处罚制度,比如《京东开放平台卖家积分管理规则》规定,“出售假冒商品的卖家须支付违约金100万元或按照该店铺全部累计销售额的10倍违约金进行处理”,甚至实行“一人售假,团队开除;下属售假,上级有责”的连坐制,但这些做法施于国内市场尚可,却无法作用于境外。对于海外经销商售假,京东能做的无非是不再采购,海外经销商承担责任较小,甚至不会受到任何法律制裁。而这些不法经销商沉寂一段时间后,换个品牌换个地方还会死灰复燃,继续售假。

病因找到了,药方就好开了。对于京东这样的电商平台而言,最彻底的办法就是放弃境外购这块利润,专心搞好国内市场。若不想舍弃,那就下大力气管住境外经销商。办法也不难,除了把住入口,真正对他们验明正身,还要盯住货品本身,哪怕下再大成本也不能放松货源监管。如果能与国外打假机构建立联系,展开合作,从境外卡住假货源头,那就再好不过了。当然,造假售假链条的一些重要环节都是在国内完成的,国内打假自然不能放松,而且打假必须依靠拥有执法权的监管部门。只有监管部门与电商联手,线下线上齐发力,才能真正堵住假货源头,让网购市场健康发展。

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