A few days back , I blogged :
Weave a
Wondrous Web [ W3 ] ( 20 Jan
2019 )
Then saw following news report in today’s Economic
Times :
Extract :
Government Norm re Exclusivity :
The norms specify that any e-commerce marketplace
entity will not MANDATE any seller to sell any product exclusively on its
platform
Marketplace Innovation :
·
……….while
they can’t mandate exclusivity , the brands can still be exclusive to them as they are free to adopt their
channel and sales strategy
·
A
rewording of the pacts that the companies have entered into with the
marketplaces or the sellers would be required to make it clear the brands are
exclusive to the platform as
part of their sales strategy and the market place has no role in it
·
As
part of this, Flipkart has already replaced the phrase ( #Only on Flipkart ) for the exclusive brands or products
prominently displayed on its marketplace with ( # Just Here )
·
Amazon,
too , has started to downplay
the “ Amazon Exclusive “ tag displayed for the exclusive brands or models on
its marketplace
·
All
these changes are to ensure the onus of exclusivity lies on the brand rather than the
marketplace
Government Norm re Inventory :
Inventory of a vendor will be deemed to be controlled
by e-commerce marketplace entity if more than 25 % of purchases of such vendor
are from the marketplace entity or its group companies
Marketplace Innovation :
·
An executive said Flipkart has informed exclusive
partners that it will appoint multiple sellers for these brands instead of one,
as is done now, to comply with the 25 % clause . Flipkart executives will also
distance themselves from the planning of sales strategy for these brands
·
Amazon has already started such a process
where it distances itself from any sales promotion planning of the brands . All
such activities are now done by the seller team
===============================
As Americans would say : “ You
ain’t seen nothing so far “
In my above-mentioned
blog ( sent as email to Cabinet Ministers – NITI Aayog – DIPP etc ) , I wrote
:
===============================================================
It is simply impossible to structure a “ E
Commerce Policy “ which can address 39.92 million permutations / combinations of all
the variables of E
Commerce “ Business Structures “ and “ Business Processes “ !
So , how will the E Commerce game get
played out ?
I imagined one possible “ permutation “ as follows :
* Holding
Company and Subsidiary company Reliance Retail Ltd ( RRL )
·
A “ Cooperative “ of 4 million Kirana Shops ( ala AMUL ) – KIRIL
·
Cooperative holding “ non-transferable / non-voting “ shares in RRL
·
Holding Company giving loans to Kirana
Shops to buy shares of KIRIL
·
Manufacturers of Consumer Goods launching “ E Com
Platform “
·
4 million Kirana shops listing their inventory on this “ E Com
Platform “
And here are some “ legit “
ways to overcome those hurdles placed by DIPP :
· Instead of E Com
platforms offering discounts , Banks / Credit Card Companies / Mobile Wallet
companies etc to offer “ Discounts “
· Logistics /
Delivery companies to offer “ FREE DELIVERY “
· Manufacturers to
make “ Exchange Offers “
· Instead of calling
it “ Cash Back “ , just say “
50 % off “ or “ Today’s Price “
I choose to envision the following :
· “ E Commerce is as elusive as an molecule of Air “
, that travels freely around the Earth – and unstoppable by national boundaries
or un-implementable laws ?
Neither its Origin ,
nor its Destination will be
apparent !
· Someday soon
, everything will be displayed
and sold “ Online “
· The only sensible
ways is to treat “ E Commerce “ as a “ Traditional Commerce without
bothering to define its “Business Structures” and “ Business Processes” ?
================================================================
But then world over , government officers are :
·
Trained to “ re-act “ to a situation rather
than address it “ pro-actively “
·
Punished if a “ bold / out-of-the-box /
honest “ decision proves wrong in hindsight !
Given this background, technological and business
innovations of E Commerce platforms ( Foreign or Domestic ) , will keep 2 steps
ahead of the government regulations !
References :
3
Laws of E - Commerce [ 04 Dec
2017 ]
Mukesh
has the last laugh ! [ 31 Dec 2018
]
=====================================================================
30 Jan 2019
Rsvp :
hcp@RecruitGuru.com
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