Can Ali'S Strategy Be Successful?

On the strategic node of globalization, however, it encountered the boycott of the Global Industry Association. Like drama, Ali and Tmall suffered a heavy blow.

As China's largest electricity supplier, Ali has just announced the global strategy of Tmall double 11 "global Carnival".

Alibaba group CEO Zhang Yong said in a high-profile press conference that this year double 11 Tmall will be fully open to the outside world to achieve the integration of new global retail, and consumers can not only enjoy "

"Fun", brand businesses will also take a 11 express train to truly sell the world.

With the double 11 coming, the major electric providers are preparing for war.

However, Tmall, which has always dominated the electricity supplier with double eleven GMV, has recently suffered from the "Waterloo" of its strategic layout of globalization.

According to the newsletter, CNN and so on, the US automobile and Equipment Manufacturers Association (MEMA) joined hands with 17 industry organizations including the American Apparel and Footwear Association (AAFA), the Swiss Watch Industry Federation (HFS), the American Fashion Designers Association (CFDA) and the Travel Products Association (TGA), and sent a letter to the United States Trade Representative Office (USTR), unanimously urging USTR to include the counterfeit goods Alibaba in the notorious market list.

"What they do is undoubtedly the negative textbook of the retail industry.

It won't turn a blind eye. "

As the representative of A&F, the first big brand of American leisure is the most popular brand of young people nowadays. It is also a centenary store brand founded in 1892 in New York, USA, and Calvin Klein (the first big designer brand in the United States, and its related products are emerging in an endless stream, and the trend is very alarming). Rick Helfenbein, the head of the American Apparel and Footwear Association (AAFA), which has thousands of brand interests, says that Alibaba, as the world's top online retailing platform, must be responsible for its image and solve the fake problem thoroughly. However, Alibaba has not made enough efforts to sell fake products on its website.

And for MEMA, AAFA and other organizations to sue Ali on the issue of counterfeiting on the joint name letter, Alibaba on the 27 day choose to submit public documents and conducted a "one by one response."

"Their accusations, in addition to their annual" public concern "once a year, do not see any intention to help their members fight against fraud. This kind of gratuitous accusation also shows their ignorance and arrogance of modern e-commerce.

Alibaba said AAFA's accusation was "false sky".

This high-profile response shows.

A determined determination also hints at the breakup of its relations with associations representing many foreign brands.

It is understood that only the 18 international industry associations that have jointly written to this letter cover almost all the products that Tmall sells: shoes and clothing from the top 11, jewelry, Swiss watches, luggage, furniture and even auto parts.

Take the American clothing and Footwear Association (AAFA) as an example, which represents the interests of more than 1000 clothing and footwear brands. These brands include A&F, Calvin Klein, American Apparel and Kate Spade.

But it is undeniable that selling a holiday is always like a sword of Damour and Chris hanging on Ali's head.

According to the evidence, it is reported that as early as March 2011, Taobao was dragged into the "malicious market" list because of the existence of a large number of infringing products and forgery and counterfeiting.

According to a white paper issued by the SAIC in January 28, 2015, Ali pointed out that there are 5 prominent problems: Ali's main entry control is not strict, commodity information censorship is weak, sales behavior management is chaotic, credit evaluation is flawed, and internal staff control is lax.

"Regrettably, although Ali's management has repeatedly claimed to solve the problem in the past few months, we have not seen any improvement so far."

In this statement, MEMA wrote, "we hope to work together with Alibaba, the US authorities and related parties to solve the fake problem on Ali website."

But in the face of numerous trade associations denouncing, Ali has already made a high-profile counterattack, which will inevitably affect its relationship with international organizations representing many brand interests, and also block its strategic layout of globalization.