Anna-rich company (002327.SZ) a piece of paper pleadings, will rival the Carolina textile (002293.SZ) onto the dock, the war between the two textile giants the more intense the more burning.
Two of the war, from the "keyword hijacking" and more like home textiles had a similar situation. In the Baidu search words "more like the official network", the first message listed is Carolina's textile brand advertising, obviously has been Carolina by keyword "paid promotion" means abduction, the second is more like the official Web site information.
"Keyword hijacking" is through SEO (Search Engine Optimization, Translation for search engine optimization) techniques to target the flow of words lead to a specific website or web page. SEO is more popular in recent years, network marketing SEM (Search Engine Marketing, Translation for search engine marketing) is based, the main purpose is to increase the exposure of specific keywords to increase website visibility, thereby increasing sales opportunities.
"Keyword hijacking" has occurred frequently
"With Google PPC, Carolina will search for Anna-rich e-commerce links to their sites, streaming rich Anna customers to go through repeated several times after failed negotiations, we have to pick up the rights of legal weapons in addition to the rich Anna, the Fontane, Eddie Monto, Meng Jie dozen or so textile companies have been hijacked Carolina link. "rich media, public relations manager Lori Anna's red, recently accepted the" Business News "told reporters.
Carolina textile Director, Deputy General Manager Wu Xianzhong on the matter of the media's response was, Carolina textile category as China's famous textile companies, no need to compete for customers in this way share, received in September 2009, Anna Rich complaints, have been cleared hotlinking. For the emergence of hotlinking, he thought might be some selling on the web Carolina textile products to third-party dealers, they also do not rule out the Board deliberately framed.
Network unfair competition lawsuit in the textile industry is the first time, but in IT, consulting services and other industries have frequently occurred in a similar situation, even the intellectual property agency companies have for this court.
International testing and certification giant SGS-CSTC also encountered on the network, "Li Gui," the company released last July, said the information only in the past 18 months, China has forged SGS test reports for various types of certification or total of 426 copies, some of which is that some unscrupulous companies to use "keyword hijacking" to mislead customers to its Web site, and to deceive customers forged SGS, SGS has sued the company last year, this two related companies. SGS-CSTC toys and light industrial products division had Xiaohu, director of the recent interview with this reporter spoke, SGS-CSTC win a case, indicted two companies have shut down a related Web site, after last year's violent crackdown After the pass mark hit "keyword hijacking" the situation has improved, major search engine sites are now basically under control, but all put an end to difficult, some "Li Gui," transformed, to take some of the more subtle ways to trick customers.
Internet marketing order to be standardized
Internet's rapid economic development, which related to the regulatory system is a major challenge to continuously improve industry standards and regulations still need a process.
China's Internet economy is in a stage of rapid development, recently released "Blue Book information: China Information Analysis and Forecast (2010)," pointed out that the annual growth rate of online payment transactions reached 110.2%, followed by online shopping, deal size growth rate of 93.7%. Both the Chinese e-commerce development in the representation of industry, commerce has become the Internet's economic growth in 2009 highlights.
China e-commerce transactions in 2009 amounted to 3.85 trillion yuan, the SME e-commerce reached 1.99 trillion yuan. E-commerce services company in the distribution industry, where textile and garment industry, the proportion of household appliances and digital top two, were 14.3% and 10.4%.
In the virtual online world, the clear, "Li Gui," the difficulty is far greater than in real life. Jun policy is a little industry of network marketing consultant Tang Xin Institute interview with this reporter spoke of "keyword hijacking" the process of widespread marketing network, but before the general in emerging industries, traditional industries such situations rarely occur With the rapid development of e-commerce, network unfair competition in the growing trend, which should rise to attention.
Tang Xin said, a lot of false information network, which is largely with the search engine business only at a higher price on the purchase of keywords rather than side to verify the authenticity of legitimate and relevant, no search results will be responsible for, and can not do themselves effective verification and monitoring, the information explosion of the environment, even the law enforcement agencies is difficult to do, relevant laws and not much sound. In this case, to a greater extent rely on conscious business and industry constraints, playing some small tools to capture the market, after all, is not the long run.
Tang Xin analysis that compared to traditional industries, IT, service and network marketing and other emerging industries is more consistent with some of the characteristics of the relative, so the new step in the network marketing industry earlier this channel, the network of unfair competition stare too tight. The traditional industry of network marketing before much attention in recent years due to increasing resistance to traditional channels to expand gradually to reduce the cost of some companies only involved in network marketing and network promotion, but the main focus is still on the traditional channels, the network unfair competition to prepare for the relative neglect, to take advantage of some enterprises, through the "keyword hijacking" in order to confuse the brand and products to take advantage of the use of preconceptions. In fact, Internet marketing and traditional industries increasingly close relationship between the interests of more and more Internet users through the network channels for brand information.
Textile enterprises, "net" is generally not a long time, basically in the financial crisis began after the construction of online marketing platform and application. Carolina textile is the first network marketing company to establish an independent textile enterprises in 2009, Carolina textile sales 1.145 billion yuan, of which sales from the network is 2000 million. Compared with the traditional channels, network channels, although sales also seem insignificant, but its growing quickly, profitability and cash flow speeds are higher than traditional channels.
Set of good law firm in Beijing, Zhao Lei, interview with this reporter, said the trial results did not come out before the inconvenience of a rich textile Anna Carolina sued to comment on the lawsuit, but he believes that the emerging face of network marketing model, companies need to protect their own interests, but also be careful not to infringe the rights of others.
"Network marketing companies should pay attention to this channel, the lack of this, only one less opportunity to obtain economic benefits, but also to the opponents make the market space of their own work to do network monitoring, if it is found to be necessary to take measures to protect their own infringement interests. to fight such lawsuits in favor of the rate is still relatively high, the key lies in awareness of corporate rights. "Zhao Lei said.
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Send date: 2010-10-05 23:09