With the development of e-commerce, the economy has been promoted and the Internet has been dubbed "fake distribution center". In the second half of 2014, CCTV reporters followed the State Administration of Commerce and industry and the China Consumers Association for the two time to test the quality of products consumed by the network platform merchants. Of the 9 electronic business platforms selected, 7 were selling counterfeit or unqualified goods, with a rate of 78%.

Economist Lang Xianping, in response to the phenomenon of online shopping counterfeiting and lack of credibility, issued a sigh of "Taobao never dies, China is not blessed, development continues, everything is back to pre liberation". It can be imagined that the severity of the "fake" problem of China's e-commerce platform.

　　 Han Yu Chen It is believed that this phenomenon is not an impossible solution. There are always some ways to deal with counterfeit and shoddy products. But more importantly, the relevant departments should take them seriously and implement them conscientiously.

In his view, the state can not only curb the proliferation of counterfeiting online shopping by enacting relevant laws. Sincerity "Missing" phenomenon, relevant departments can also establish consumer reporting system and compensation system, and investigate counterfeit and shoddy products from consumers' channels. In addition, it is also important to establish a retrospective system and a deposit system through spot checks. There are no entity stores in the electricity supplier, the relevant departments can establish third party network trading platform supervision system, and coordinate, coordinate, schedule and supervise the law enforcement activities on the Internet. Network transaction Penalties for illegal operations in the field.

In the proposal put forward by Han Yuchen, he also proposed the establishment of an online rights protection agency and a "3. 15" campaign to solve the problem of "fake" and "lack of credibility" on the network sales platform.

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Faced with this situation, Han Yuchen put forward several countermeasures.

First, changes in its business format will increase attractiveness through the combination of shopping malls and formats to increase customer experience in the mall. He said that the new department store opened a shopping mall in November 1st last year. The shopping mall has a total area of 120 thousand square meters, which combines catering, entertainment, children's early education and leisure. "Shopping centres are booming, and now queuing up and watching movies have accumulated a lot of passenger flow." Referring to this, Han Yuchen firmly stated: we must transfer the traditional business mode.

Two, for the electricity supplier, the entity business enterprise must do. The success of e-commerce is mainly due to two points: first, the low price of goods, the first is the convenience of shopping.

For convenience, he thinks that the traditional retailing industry can do better, because the entity business enterprise has its own storehouse and store, and it can deliver goods to customers at any time. At present, sunshine department store has begun to build the "sunshine daily shopping" online supermarket project, which is expected to start in April this year. In Han Yuchen's idea, offline shopping malls are online shopping malls. Customers can pick up merchandise at random in shopping malls, buy shopping malls online and offline at any time and anywhere, and choose whether to send them by mail or on-site delivery.

The physical retail enterprises should also adjust their prices in order to narrow the price gap with the electricity suppliers. Han representative seems that the traditional retail price in the weak position is not irreparable, traditional retail has its own long-term customer groups, there is a certain reputation in the customers, if the electricity supplier is done again, it will be hard to say who will kill the winner.

Three, we hope that the state will introduce corresponding laws to standardize the business. Data show that the number of employed persons in the circulation sector is about about 90000000, which is one of the industries with the largest number of employment in China, of which 61 million 340 thousand are employed in the retail industry, accounting for 8% of the total number of people employed in the country. Han Yuchen pointed out that if we do not strengthen the norms of e-commerce, it will eventually lead to the malformation of the entire consumer market.