JD "False Motor Oil" incident refracts the hidden rules of lube oil

Recently, Jingdong suffered the first authentic "special examination" after its listing in the United States. The cause of the incident was a Mobil lubricant product sold by a third-party merchant on the JD.com platform. It was found to be a counterfeit product by the official Mobil Oil Motors Appraisal and was not officially produced by Mobil.

When this news came out, it caused a great uproar in the electric business community. There were different opinions from time to time. It was said that the multinational oil giants had been trying to crack down on e-commerce channels and to protect traditional channel partners. It was also said that the incident revealed that loopholes existed in Jingdong’s third-party merchant review mechanism.

Behind Jingdong's "Returning to the Peace"

After the incident was exposed, Jingdong quickly discontinued the product sold by the third-party merchants. At the same time, it announced that it would thoroughly investigate the matter. If it is confirmed that the circumstances described in the Mobil appraisal document are true, Jingdong will impose severe penalties on the business according to relevant platform rules. , Users who purchased the same batch of products from this merchant will also be issued a compensation processing plan.

In addition, JD.com did not comment more, nor did he, as some people speculated, pushed the main responsibility of the incident to third-party merchants who were temporary workers.

In fact, prior to this, the platform e-commerce merchants reported on the sale of counterfeit goods and parallel imports. However, they eventually ended up penalizing the merchants and compensating consumers for e-commerce. Behind these reports, the two “hidden rules” that are derived from the impact of e-commerce tides on some traditional industries and products are reflected.

First of all, it is a win-win cooperation for large e-commerce companies with traffic advantages to accept third-party merchants to enter the business.

However, as Jiandong, the director of public relations at JD Media, said, e-commerce companies have the responsibility to verify the qualifications of third-party merchants, but it is absolutely impossible to verify the products sold by these businesses. It is almost inevitable that some unscrupulous merchants will use the opportunity to sell various unknown commodities and make huge profits.

Some e-commerce industry observers have stated that Mobil may wish to imitate other rivals, authorize e-commerce vendors to sell products, or simply operate its own flagship store directly on the Internet, which can effectively eliminate complex and changeable third-party source products on the Internet and maintain the brand image. It can also protect the interests of existing channels.

The owner calls for the commercialization of oil sales

For the majority of consumers who love the cheap and convenient electricity providers, the most offensive is another kind of "hidden rules" deliberately created by the brand manufacturers.

With more and more industries getting electric shocks in recent years, similar news has seen newspapers more frequently. If brand watch counters refuse to verify the authenticity of online sales products, well-known beauty skin care products collectively refuse to enter e-commerce, and so on.

The dual nature of industrial products and consumer goods that lubricating oil possesses makes it entirely possible to transfer to online channels. At the same time, more and more Chinese consumers are beginning to try their own oil products just like owners in Western countries, and the online lubricant market is growing rapidly. An industry source estimates that the current online lubricant market is approximately 3 billion yuan each year.

Under this trend, many big-name lubricant companies, including Shell and Castrol , have been actively developing new e-commerce channels while integrating high-quality resources under the line, and are striving to integrate online and offline sales by opening up online flagship stores. .

In contrast, Meifu emphasizes the ability to control the upper reaches. The owner of the vehicle, Mr. Leung, said, “It is a good thing that Mobil can actively fight fakes. However, it is best not to shut down the door to buy oil online. Like those of us who have become accustomed to online shopping, if You can't buy Mobil online, you can only choose other brands. After all, keeping a car is not like raising BB and eating a brand of milk powder, you have to eat it all the time."

According to the survey data of the online shopping platform, the number of customers who selected Jingdong Mall was 22.94%; the users who selected Tmall were 18.49%; the 4S Shop Auto Parts City was 3.98%; the non-fixed channels were 32.16%; several major e-commerce platforms accounted for nearly 6 Market share.

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