On June 18, 2019 (May 16, 2019 in the lunar calendar), Galanz bombarded Tmall for "bullying customers". Since 2013, the 618 and Double 11 e-commerce promotion has always been accompanied by the keywords of "choosing one from the other" and "monopoly", but no one wants to pierce this thin layer of window paper. As a result, Galanz, which spoke out today, is considered to be the first company to publicly stand up and declare that it has encountered the "one-of-two" phenomenon in the e-commerce industry since the promulgation and implementation of the E-commerce Law. Choose between cats and dogs? Rain dogs have no melons. "Let there be no difficult business in the world." Ma Yun said. "Big stores can't bully customers." Galanz said. On June 17, 2019, Galanz issued an announcement accusing the Tmall platform of search anomalies, which seriously affected 618 sales. Coincidentally, the search was abnormal, which started on May 28, 2019, when Galanz visited Pinduo. On the evening of June 17, Galanz responded to the "IT Times" reporter in response to the specific performance of "search end abnormalities" mentioned in the announcement: 1. On the afternoon of May 30, Tmall removed the "618 Promotion" logo on Galanz's core stores, that is, it cannot participate in any activities of the "618 Promotion". 2. On the afternoon of June 1, Tmall intervened in the search of Galanz's core stores, but was unable to show it to consumers. The number of visitors searched for core product models began to decline "like a cliff". The stores involved included Galanz's official flagship store, etc. 3. On the afternoon of June 2, Tmall blocked the display of "Sales Ranking" of Galanz's main sales models, making it impossible for Galanz's core sales products to be displayed to consumers, and the traffic of core products in each core store further declined. It turns out that the number one item in the sales volume of microwave ovens cannot be displayed according to Tmall rules. 4. On June 6, a search for "Galanz Official Flagship Store" on the Tmall platform showed no search results, but in fact the store still existed and the search store was blocked. In order to prepare for 618, Galanz and its partners stocked more than 200,000 units on Tmall and actively cooperated with promotional activities, but these efforts have now come to naught. A signal for the break between Galanz and Tmall? On the afternoon of June 17, a person related to Tmall responded to the IT Times reporter,"It is completely normal for Tmall to search for Galanz-related keywords, so we should still speak based on the facts!" After that, the reporter tried to search for "Galanz" in Tmall. The commodity stores that appeared on the search page were Galanz Xinsong Store, Suning Tesco official flagship store, Tmall Elf Smart Life, Galanz Shali Store... It was not until the 24th product on the page that the "Galanz flagship store" appeared. If you use the same method to search for "Haier","Midea" and "Gree", the primary location of the page will be the official flagship store, and the first few recommended products also come from the official flagship store. When the reporter entered the keyword "Galanz official flagship store" on Tmall, the page still showed no search results. Links to official flagship stores were blocked and searches for products pointed to advertisements angered Galanz. "After discovering the abnormality, we communicated with Tmall through various methods, but the abnormal problem has not yet been resolved. In view of the sales characteristics of e-commerce, this time not only caused significant losses to many stakeholders including Galanz during the 618 promotion period, but may also have an unpredictable and substantial impact on the subsequent business development of both parties." Galanz said in a statement. In the statement, what was subtly mentioned was Panduo. Last month, Liang Zhaoxian, chairman and president of Galanz Group, led a team to visit the headquarters of Pinduo. Both sides said that they would invest top resources and discuss feasibility solutions for customized products together. In sharp contrast, on May 22, there were market rumors that three electrical appliance companies, including Supor, Midea, and Jiuyang, would withdraw from Dianduo. Dada, co-founder of Pinduo, responded tactfully that the collective statements of home appliance companies such as Supor, Midea, and Jiuyang are not a mere coincidence. Some "economies" have taken advantage of their monopoly advantages in the industry to force merchants to either close stores or send letters. Declare that they have withdrawn their stores from Pinduo. After supporting Panduo, Galanz encountered a search anomaly. Cao Lei, director of the Internet Economic and Social Affairs-E-Commerce Research Center, told the IT Times reporter: "This is like a punitive behavior after choosing one. You openly stand up and support the platform's competitors, and I will take measures against you. "In Cao Lei's view, why Galanz withstood the pressure and stood together is due to the fact that this brand is relatively special. It has a very strong dominant position in the field of microwave ovens and cannot be easily" selected ". Galanz, from founder Liang Qingde to current helm Liang Zhaoxian, are very strong people. In the early days of the brand, it experienced a once-in-a-century flood that washed away the factory. In the middle term, it encountered collective encirclement and suppression by American, Japanese and Korean brands, and they all carried them over. In addition, from a development perspective, Galanz's product line is universally priced and has a high degree of integration with Pinduoduo. Galanz also hopes to use Pinduoduo's channels to effectively sink its brand and product sales channels. Does Tmall and Pinduo have different prices for the same model? "There are two perspectives for Galanz's announcement. First, Galanz relies heavily on Pinduo, which is considered a major mistake in brand strategy, because Pinduo is considered to be a dumping ground for low-end products. Second, there may be unfair competition on e-commerce platforms, and strong e-commerce platforms may encircle and suppress weak e-commerce platforms. Many home appliance companies are very cautious when cooperating with Pendoduo. What they are most worried about is that Pendoduo may cause brand damage. After all, in many people's minds, Pendoduo sells low-end goods, and many people even think that Pendoduo is flooded with fakes. "In the view of Liu Buchen, a well-known home appliance industry analyst, Tmall was very unhappy with the high-profile visits by Galanz executives. After the relationship with Tmall could not be eased, Galanz had to continue to strengthen its relationship with Pinduo. "The era of relying solely on one channel to win the world is over. Only by competing through multiple channels can we show our strength." Galanz insiders said this when forwarding the news that Galanz leaders visited Panduo. At Pinduo, Galanz's official flagship store has three microwave ovens priced at 209 yuan, 299 yuan and 369 yuan respectively. 2184, 4423 and 9065 have been assembled respectively. Other products sometimes sell hundreds of pieces, and many are less than 100 pieces. According to the current ranking of Tmall Galanz's official flagship store, the top three monthly sales are 5500, 2815, and 1723 respectively, and the sales performance of other products is also good. In terms of sales, Tmall is still an important sales channel for Galanz. Judging from netizens 'comments, what makes Tmall even more uncomfortable is that Galanz has different prices for the same products on Tmall and Pinduo. For example, at the official flagship store of Tmall Galanz, a Galanz side-suction range hood CXW-218-C0319 is priced at 1199 yuan. With the new product's direct drop of 100 yuan, the final price for consumers is 1099 yuan. At the Panduo Galanz Kitchen Appliance Flagship Store (official), this side-suction range hood named "319" sells for 879 yuan. Judging from the reporter's comparison of the situation between the two platforms, this is only an example. Sometimes, the price of the same model of products is more expensive than that of Tmall. In addition, the product models sold on the two platforms are different and the link naming methods are different, making it difficult to compare. The price of the same product on Tmall is the price of Pendoduo."Pendoduo's bargaining and subsidies are what Tmall is most afraid of, because the price of Pendoduo's subsidized products is lower than that of other platforms, and this difference will supply merchants." A merchant told the "IT Times" reporter that other merchants are watching the follow-up of Galanz."Merchants are not willing to take the lead. In the battle for platforms, the merchants are unlucky. We will see whether regulatory authorities will intervene in the follow-up." The above-mentioned person said. Today in history, we learned that the "E-Commerce Law" that was implemented on January 1, 2019 clearly stipulates that "E-commerce platform operators shall not use service agreements, transaction rules, and technology to impose unreasonable restrictions on or impose unreasonable conditions on operators within the platform." Transactions, transaction prices, and transactions with other operators." This means that as long as e-commerce platforms force merchants to "choose one of two" and other related behaviors, it constitutes an illegal law. However, compared with platforms, merchants are in a weak position among them, with limited channels, and damaged commercial interests. They dare not offend any powerful platform, let alone sue the platform. However, other excluded platforms are inconvenient to request administrative or judicial authorities to intervene in investigations due to various factors. After restricting free competition, of course, consumers will ultimately have to pay for this kind of platform monopoly behavior. Merchants are among them, but they are often limited by the strong position of the platform and dare not speak out, and they are difficult to abide by the laws. Appendix: What kind of grudges and feud are hidden between "abnormal" and "normal"? Regarding the specific details of the abnormal search on the Tmall platform, Galanz told a reporter from the International Finance News that on the afternoon of May 30, Tmall removed the "618 Promotion" logo from Galanz's core stores, meaning it could not participate in the "618 Promotion" Any activity. In the absence of any illegal operations by the store, Tmall's practice seriously affected the traffic obtained by Galanz's core stores in the "618 Promotion" and violated the principle of fair competition. On the afternoon of June 1, 2019, Tmall intervened in the search of Galanz's core stores and was unable to show it to consumers. The number of visitors to the manual search for core product models began to decline "like a cliff". The stores involved included Galanz's official flagship store, etc. On the afternoon of June 2, Tmall blocked the "sales ranking" display of Galanz's main sales models, making it impossible for Galanz's core sales products to be displayed to consumers, and the traffic of core products in each core store further declined. It turns out that the number one item in the sales volume of microwave ovens can no longer be displayed in accordance with Tmall rules. On June 6, a search for "Galanz Official Flagship Store" on the Tmall platform showed no search results, but in fact the store still existed and the search store was blocked. The statement also stated that in order to prepare for "618", Galanz and its partners stocked more than 200,000 units on Tmall and actively cooperated with promotional activities,"but these efforts have now been in vain." In response to Galanz's statement, Tmall only said that everything was normal on Tmall. However, Galanz said that the current problem has not been resolved. On the evening of June 17, when a reporter from the International Finance News searched for "Galanz" on the Tmall APP,"Galanz Official Flagship Store" would appear at the top of the screen, but in the product display below, Galanz products from the official flagship store did not come first. The reporter made a rough count. The first official flagship store product displayed ranked 15th and was a turntable microwave oven product. Galanz told reporters,"Such a search does not mean it is a normal display. According to the sales weight, you should be able to find stores by searching Galanz's official flagship store, and you can see many Galanz products by searching microwave ovens. There are some people who can be seen first because they have made a through train advertisement before." On June 18, 2019, the Galanz Tmall search abnormal incident caused a backlog of more than 200,000 products in Galanz-related stores, and the overall loss was immeasurable. As can be seen from the figure below, Galanz's sales on the Jingdong platform increased by 31.21%, while on Tmall, they dropped a lot year-on-year. Galanz said that after discovering the abnormality, it communicated with Tmall through various means, but the abnormal problem has not yet been resolved. So far, Galanz believes that at least Tmall's inaction at the business level, hoping to attract enough attention from Tmall executives.