Market Supervision Stricter, Electronic Business Platform "Two Election One" When To Rest?

Close to double eleven, the competition between electronic business platforms is becoming more and more intense. The topic of "two election one" has once again become the focus of public opinion.

According to the relevant media, the so-called two election is a different platform, a mandatory measure for businesses. For example, if you operate on a platform, then the B platform will tell you that if you do not remove the storefront of a platform, then B platform will introduce relevant initiatives. That is to say, the store can only sell goods in Jingdong, or can only sell in Tmall, and sellers must choose "sole".

The so-called related initiatives are, if you do not choose a platform as the "sole", then you will be reduced in the weight of this platform search, and then use the very limited means such as traffic restrictions, so that you can not shop on this platform normal operation, and under the support of new technologies, the forensics level is more and more difficult.

Earlier, during the 2019 "6. 18" business promotion period, Galanz, a household electrical appliance company, issued a 8 statement in 3 days, rebuking the electricity supplier platform for coercion "two election one". Galanz said that since its visit to another electric business platform, it has been abnormal in Tmall's search end, resulting in its loss of nearly 60% turnover.

On the evening of June 17th, Tmall's relevant person in charge responded that it was normal to search Galanz on App. But Galanz did not seem satisfied with the reply. In November 5th, Galanz issued a statement that it had filed a lawsuit against the Guangzhou Intellectual Property Court on October 2019 28 concerning Tmall's alleged abuse of market dominance and other related matters and was accepted in November 4, 2019.

It is precisely because the "two election" rumors continue to emerge, supervision is imperative. Yesterday, the General Administration of market supervision held a "standardized network operations management guidance Symposium", convened Jingdong, Ali, many, vip.com, gathered and other more than 20 platform business participants, pointed out the outstanding problems in the recent network operation activities, and put forward specific requirements for standardizing network operation activities.

The forum pointed out that the competition in the platform intensified, and the "two election one" problem was prominent, which attracted the attention of all parties. The General Administration of market supervision stressed that the "two choice one" and "one trade" behavior in the Internet field is prohibited by the electronic commerce act. It also violates the laws and regulations of the anti trust law and the anti unfair competition law, which not only undermines fair competition order, but also damages consumers' rights and interests.

The General Administration of market supervision said that it will continue to pay close attention to the relevant behaviors and conduct an anti monopoly investigation according to the "two choice one" behavior that all sides strongly reflect, so as to create a fair and orderly market environment.

However, although tighter regulation is inevitable, it is not the most effective way to eliminate the "two elections" of the platform. On the one hand, the government needs to monitor many problems. However, the government has limited resources, no manpower and technical capacity to support all the problems. On the other hand, supervision should not be unilateral, but should be based on multiple forces, self-regulation of enterprises and the third party forces.

In fact, for the electronics giants who entered the second half of the competition, the competition between simple users can no longer satisfy their pace of expansion, and the "two election" seems to be their new moat. The platform began to maintain and harvest traffic in the way of controlling the source merchants.

But the "two election" behavior can not solve the development dilemma of the electronic commerce platform in essence. In the fast pace of life, consumers do not want to spend too much energy in comparison between different electronic business platforms. Instead of trying to make businesses "loyal" to an e-commerce platform, it is better to focus their efforts on improving consumers' stickiness on the e-commerce platform.

In general, with the advent of the new retail era, the major business platforms still need to find new profit points and breakthroughs to win the battle in this protracted war.