Who still remembers Xiao Anna, the Xiao Anna who was full of dreams but was in jail?

In August 2009, an optimistic entrepreneurial girl born in the 1980s came to In an interview, he said: For a better tomorrow, to reflect my own value, and for my big family of employees, I have no choice... To paraphrase Mr. Jack Ma's words; "Today is cruel, tomorrow will be even crueler, and the day after tomorrow will be cruel." Beautiful, we must not die in the early morning of the day after tomorrow.” But I firmly believe that ordinary people can also create myths.

But more than a year later, in December 2010, the girl and her husband (or boyfriend?) were transferred for prosecution by the Shanghai police, awaiting an unknown fate.

This girl is Xiao Anna. She is optimistic and never expected that the cruelty of this world exceeds her psychological preparation, and the punishment for her is so severe.

She was once proud of her employees, and their employees were also proud of her. Also a year ago, an employee said: "This is my first job. I live a good life and am very practical. I also like this place very much, so I choose to go in and out with Anna!"

But now, dozens of employees in the girl’s store have dispersed. Even if they hope to advance and retreat together, there are no eggs left under the nest. Without income, how can they survive?< /p>

What about Jack Ma, whom she once admired? What about her store?

In response to this controversy, Jack Ma’s statement is: I am wronged. Taobao does not produce fakes, which is the responsibility of society. Generated fake products are easy to find on Taobao. I have no way to get rid of this fake product because I am not a law enforcement agency and I have no way to put him in jail.

Of course, although he could not send Xiao Anna to jail (this had to be done by the Shanghai police), he could do it - quickly close Xiao Anna's online store, a five-crown online store. The store, a place with a good reputation among customers, quickly disappeared. All the customer flow, all the orders, all the dreams, and the livelihood of all employees were gone forever. This online store did not even leave any residue.

I don’t know Xiao Anna, but I can outline this girl’s struggle history based on clues on the Internet. I don’t mean to say that she made no mistakes, but this girl’s ending may show that the real vulnerable groups in this society are. Where, how do they survive in the cracks but get squeezed. Our understanding of Xiao Anna comes from an exclusive interview with Song Xiaolin (screen name Shanghai Weiya).

In the Taobao industry chain, in addition to the most hard-working shop owners, there are also some people who live a soft life but live an extremely nourishing life. Song Xiaolin is one of them.

He wrote ten books around Taobao, all of which were about online store winners and tips for online store success. He relied on these soft-text-like books to gain recognition from Alibaba and became a celebrity. When Xiao Anna was on the rise in her career (August 2009), Song Xiaolin conducted an interview with her and wrote a serialized story "The Story of Crown Store Owner Xiao Anna and Her Employees". This is what we can get about Xiao Anna. Anna's most detailed information.

After finishing the serialization, Song Xiaolin, who was in a state of excitement (tentatively assuming that he was not doing it for money or being hypocritical), quickly wrote an article "Anna is in charge of employees, read it with solemnity", as a tribute to Xiao Lin. Anna's stewardship story continues to drum up.

After Xiao Anna’s accident, she naturally fell out of the ranks of successful online merchants. So far, Song Xiaolin has not spoken again. He is probably drinking tea with other successful people, and criminals are not on his radar.

We use Song Xiaolin’s interview to restore Xiao Anna’s dream:

In 2000, a girl from Hubei went to Shanghai to study. While studying, she opened a small store on eBay. Soon, she was able to send more than 20 orders a day, and her monthly income reached 3,000 to 5,000 yuan.

In 2004, the year this girl graduated, it was just about a year after Taobao was launched and the war with eBay was going on. The girl also opened a store on Taobao. It can be said that she grew up with Taobao. Soon, the two stores were able to handle 100 orders per day.

As a result, online business became the girl’s career. When eBay declined, she devoted all her energy to Taobao, completely tying her destiny to Taobao.

At the time of the interview in 2007, her online store already had 30 employees, 22 of whom were girls. These people came from Anhui, Sichuan, Jiangxi, Hunan, Hubei and other places.

While the government has been hiding the number of unemployed people, the girl has indeed solved the employment problem for 30 people for the government.

Song Xiaolin’s interview also revealed more information about her management philosophy. Although I personally don't necessarily agree with her concept of caring for employees like a mother, thinking that is a mother-in-law, I believe in the market more. However, Song Xiaolin's interview revealed that her employees are very satisfied with her. It is not easy to find a job nowadays, and it is even more difficult to find a good boss.

The girl told Song Xiaolin that the employees at her place received free food and accommodation, and even snacks. In addition, the salary level was higher than that of their peers.

Song Xiaolin also interviewed other employees, and the news he received was all positive, and most of these employees mainly praised it.

The girl’s management philosophy infected Song Xiaolin. He commented: The reason why Anna does this is not because she is practicing the model of a management master. I think the more reason is that Xiao Anna has a deep understanding of Understanding and caring about human nature, even if the employees come from remote places, she first regards the employees as "people" who are looking forward to living and developing in big cities, rather than "people" who can be summoned and left at the drop of a hat. labor force".

The girl is an optimistic person. She believes that through her own efforts and hard work, she can create a future. In addition to the paragraph quoted at the beginning of this article, she also outlined her future plans: By 2010, Xiao Anna (Jingyi Qiujing) will build her own brand and enter B2C and major shopping malls. The initial plan is to be worth 1 million Advertise online and offline for brand promotion.

However, she did not reveal the brand style and brand concept, but kept it secret for the time being to whet everyone's appetite.

But all this has become yesterday's dream, and she will never have time to realize her dream. Regarding the destruction of the "Xiao Anna Group", many actors took action. I will first describe the attack process based on the existing information.

One month before CCTV reported that Xiao Anna was fired, when she was still busy delivering goods with her employees in Shanghai, on November 9, 2010, an intellectual property dialogue was being held in distant Beijing. , the host of the dialogue was US Ambassador Huntsman, and the participants included officials and companies from the Chinese intellectual property community. In suits and leather shoes and drinking glasses, the two sides were playing a game of back-and-forth.

Nine days later, in more distant Washington, the Sino-US Deputy Ministerial Meeting on Intellectual Property was held, and it was said that a number of new consensuses were reached.

Of course, this is just a continuation of the intellectual property game between China and the United States. Many such meetings are held every year.

However, before the game every year, China has a specialty, which is to carry out campaign-style strikes. The duration of special operations each year ranges from three months to half a year. Each operation has a long list of names that is difficult to remember. The targets are mostly street vendors selling CDs, or one or two websites. , factories, and even individuals, the results of every year's crackdown will be publicized in a high-profile manner, and those caught during the operation will be dealt with strictly, demonstrating the strength of our country's protection of intellectual property rights, but never caring about the harshness of the law.

This year’s crackdown is even more severe, with the action starting in October and continuing until February next year. The leader of the action leading group is at the level of deputy prime minister, and its members include nearly 30 ministries and commissions under the State Council.

However, what is actually implemented is the local public security system. During the action period, it is the active period of the local police. Everyone knows that being more active during this period will be of great benefit to promotion. Ambitious people will naturally dig into their heads and find cases to solve.

Investigators over the years have known that if you want to solve major crimes, you must rely on the Internet. First, it is easy to find a case on the Internet and you can just grab it. Second, the Internet is important for solving crimes. A piece of virgin land is easier to create a sensation, and it is easier to become an expert in this field and be valued by leaders. Compared with trying to catch street vendors, the Internet is a more profitable place.

Then the hero appeared. Dong Cunrui, who was eager to make meritorious deeds, was named Chen Song and belonged to the Economic Investigation Corps of the Shanghai Public Security Bureau. Although the media has vigorously hyped this up in the future, people who are familiar with online stores know that what Chen Song does is the simplest. He logged into Taobao, found a store and bought two items, and then proved that the two items were fake.

Based on this inspection report, the Taobao store was raided.

Among millions of online stores, Xiao Anna unfortunately became a victim.

I don't know if her stuff is all fake, but at least that's what the police say. Xiao Anna is already behind bars and unable to plead her case, and what awaits her is naturally severe punishment.

This incident attracted attention in the past week or so.

When CCTV pushed this small online store to the altar with the government's achievements in the news, it had been packaged countless times: Chen Song, as expected, became a hero, and Xiao Anna became A typical example of selling fake goods. Jack Ma, who once called on all people to open online stores, acted quickly, abandoned Xiao Anna, who had grown up with Taobao, and closed her online store. All customer information was lost. Under people's contempt, an online store that had been struggling for 6 years was completely destroyed. The store collapsed. The employees went their separate ways, and Xiao Anna is still in custody.

In the symbolic propaganda, who still cares about the dream of this online store owner? Is Xiao Anna a dreamer or a sinner?

To say she is a dreamer, Because she is full of energy, she has not only provided employment for dozens of people, but also dreams of owning her own brand and becoming a truly successful businessman. She was said to be a sinner because someone accused her of selling fake goods.

This has to start from the beginning of Xiao Anna’s online store. As far as I know, at first, online store owners in Shanghai had a simple purchasing channel, which was Xiangyang Road. They bought clothes from stalls on Xiangyang Road and then sold them online. Only later, when some online stores become bigger, can they have their own purchase channels.

Xiangyang Road is a place full of A-grade goods and has always been a concentration point for fake goods. Therefore, online merchants carried "original sin" with them at the beginning of their development. I think Xiao Anna was no exception when she started her business.

But, is this deceiving customers? Not really. In fact, customers in online stores generally know that it is not genuine and they buy it because it is cheap. Moreover, after competition and reshuffling within online merchants, professional ethics have also been formed. As long as customers ask, they will tell customers bluntly that what they sell is not genuine.

At the end of the deal, one is willing to fight and the other is willing to suffer. Since Xiushui Street and Xiangyang Road can exist, why should the same type of Xiao Anna be hit the hardest?

When CCTV reporters and editors all changed their handbags to LV, not all of them did. Affordable to use LV. However, land prices in every city have skyrocketed due to land finance, and roadside shops have been squeezed out of the city. People who are in need of roadside products can only buy them online.

This is why it is said on TV that Xiao Anna is deceiving customers, but in fact, customers' reputation for Xiao Anna remains high.

After buying something in Xiao Anna’s store, a customer even said with emotion: “For the first time in history, ordinary Chinese consumers have felt what service is, although it is not as good as the feeling of God. At least the online shopping service is quite good.”

With the efforts of Xiao Anna and online merchants like her, online stores are showing a trend of brutal growth, just like China’s private economy in the 1980s. exuberant. It can be said that at that time, the most active and creative people in China's commercial trade came online.

But precisely because the online store is getting bigger and bigger, it has already achieved benefits and has begun to attract the attention of administrative departments. When any industry is small and has no profit, it will always be ignored by regulatory agencies. But once it has benefits, regulatory agencies will immediately compete for it. By this time, the golden period of development of this industry has passed.

A more typical example is the online game industry. Because online games can afford to pay, the Ministry of Culture and the Publishing House began to compete for the online game industry. In this way, the activities they organized were sponsored, and their related companies also You can live a more nourishing life.

When an online store makes very little money, no one even pays attention to the goods sold at the point of sale. But once it becomes big, the industrial and commercial departments will come to ask for tax payment, and the judicial department will come to ask for protection fees.

There is a popular article on the Internet that talks about protection fees, which is probably the best description: “Because you don’t have a business license, the relevant departments can classify you as illegal business, because you don’t have a business license. With a clear tax rate, you can be said to have evaded taxes; even if you apply for a certificate, you can be said to have exceeded the scope of your business; most Taobao sellers do not have brand agency rights, so you can be investigated for selling counterfeit goods and trademark infringement. Anyway, you are on the chopping block. If you don’t want to be slaughtered, you must know the unspoken rules.

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Xiao Anna had already suffered a disaster in the first half of 2010. The specific situation is no longer available. It is said that she had to pay protection fees before reopening, but she escaped the first disaster because of her big tree and attracting wind. In the second calamity, once the model needs to be arrested, the protection fee will be cancelled, and as long as he is targeted, he will never have a good life again.

Xiao Anna, who was burdened with the original sin, once thought about transformation. , but it’s over before it even begins. For this once-motivated girl, has the past few years of hard work been a nightmare or a disillusionment?

What if we force Xiao Anna to do it? If there is no return, then there will be no more money to be squeezed. This not only requires the relevant departments to think about it, but also requires Ma Yun to think about it. If he only wants to protect himself and does not dare to fight for the interests of the shop owner, he will be pinched in the end. It was Taobao itself that died.

This article is dedicated to Xiao Anna, her online store and her employees.