When the price is extremely rolled to the end, in order not to lose money, Yang Fei's company can only replace the valuable part of the product with less valuable ones - such as a fruit and vegetable crisp made some time ago, which has various categories of dried vegetables and fruits, in order to reduce the price, strawberries were replaced with apples. There is also a crisp noodles, in the process of compressing costs, they have tried to change manufacturers, raw materials, and packaging, "I thought of everything, and even dropped a gram in grammage."
Under the blessing of the logic of low-price explosive models, the iteration speed of small and medium-sized businesses has become very fast, and Yang Fei must always "keep his eyes open", staring at prices and sales to ensure that his own brand will not lag behind. He described the feeling as "like water soaking in the chest, not drowning, but suffocating."
Text | Rao Tongyu Chang Fangfei
Edit | Cao Mohan
Operations | Circles
"The people's choice is low price"
This year's 618, the atmosphere is somewhat dignified.
For JD.com employees, this sense of solemnity appeared at least three months ago. At the beginning of March, JD Retail temporarily transferred nearly 100 employees, gathered in the same work area, the original work was released first, everyone freed up their hands to be responsible for a category, manually comparing the prices of the goods on all e-commerce platforms such as Pinduoduo, Taobao, Douyin - equivalent to artificial crawlers, crawling the data of the whole network to ensure that their online goods are the "lowest price on the whole network".
Mo Lan, a Jingdong employee who witnessed the project, recalled that this "manual price comparison" lasted for more than a month, which was to serve the "tens of billions of subsidies" of JD.com's major project launched on the eve of 618.
Obviously, the founder of 618, JD.com, has shown great determination to start the first battle of this year's 618 by relying on "low prices".
For a long time, Jingdong Mall emphasized the brand self-operation, "how fast is good to save", "good" ranked ahead of "province", the specifications of each product are complex, and even the number of milliliters of the same milk is different, which will affect the actual price, and the previous system can not accurately judge. Moran said that in such a situation, the best way seems to be to "smash people" and use labor to make up for the shortfall.
Feeling the solemn atmosphere, there is also the newly established Taobao Tmall Group, which is also facing the battle with a "low price" attitude. Han Yuanhang, the founder of the top ten pet food brands in Taotian Group's sales volume, remembers that Taotian Xiaoer told him early that this year's 618 resource bit display is only related to "price power", in simple terms, "as long as you can achieve the lowest price on the whole network, we will give you better resource bits and push greater traffic".
For the sake of traffic, merchants also have to roll up. On the last day of May, Yang Fei, an operator of a fast food brand, and his colleagues chose to list Taobao on the occasion of 618. They found that "Taobao is very profitable", and will set up various profit channels for merchants, for example, there are discounts for the first time you enter the store, there are discounts for the first purchase of this linked product, and there are discounts for orders placed in the live broadcast room.
▲ Coupon on Taobao iPhone purchase page. Photo / Taobao
After a few days of struggle, the colleague asked: All in? Yang Fei replied affirmatively: All in! Then, they pushed the price to the lowest - not counting the lower than the same model of the whole network price, and also benchmarked the peer who could be named, which was also a penny lower than the lowest price of competing products.
For many merchants, this year's lowest price to participate in the event is a must.
Lin Yanming, the head of marketing for a healthy household product in Hangzhou, said that when it first opened at the beginning of the year, the brand side was optimistic about this year's sales forecast, and did not plan to participate in the 618 campaign vigorously, and the price set would not be lower than that of previous years' Double 11. But at the monthly turnover meeting since then, everyone's confidence has dwindled a little - spending power has not rebounded as expected. In the end, the company decided to benchmark the price of 618 to Double 11, "worried that the goal for the whole year could not be achieved, so it simply advanced the year-end promotion to the middle of the year."
This atmosphere of hard work and price comparison inevitably spread to the live broadcast room.
This year, after moving through the two platforms of Douyin and Taobao, Luo Yonghao came to JD.com again. On the day of his debut on May 31, Luo Yonghao's sales exceeded 150 million, although the most eye-catching is a set of Hangzhou Aoxuan City apartment with a 6.18 discount and "more than 1.2 million in Li Province", but Wang Lin, who is close to the Make a Friends team, revealed that they have changed a lot in the selection of products this year - low price is the keyword of this year's "Make a Friend" live broadcast selection, no more than 400 yuan air fryer, floor fan, razor, so that "cost performance" has become the most frequently mentioned phrase in Lao Luo's live broadcast. "The people's choice is low price." Wang Lin said.
In order to ensure low prices, a large number of JD POP stores (Platform Open Plan, referring to third-party sellers) have been added to the "Make a Friend" pallet to reduce the cost of goods directly from the source. In the past, "make a friend" in the Douyin live broadcast room, more of the brand's self-operated stores in Jingdong cooperation.
It is difficult to say that Pinduoduo's good results in the sinking market have made old players wake up like a dream, but in this year, when consumer sentiment swings low, low prices are becoming the consensus of everyone.
In the face of the "low price" exam paper, the platform and the way merchants do the questions are different, but finally touching the 618 on the mobile phone screen of consumers, that is, the major apps have a very high similarity——
Jingdong put the four big characters of "tens of billions of subsidies" on the homepage of the App, and launched the "9.9 free shipping" section;
The Juhuasuan and Juhao goods on the Taobao homepage are gone, replaced by "618 Taobao Good Price";
Douyin launched "super cheap small shops", putting cheap on the bright side;
As for Pinduoduo, the homepage is "limited-time flash deal" and "9 pieces 9" sale, and the promotional slogan is "no comparison, go down to the end".
Pressure comes to small and medium-sized businesses
When the banner of "low price" is raised high, small and medium-sized businesses on various platforms become the first to be contested.
Han Yuanhang has been in business for 5 years, and he never thought that "5 cents" has become the keyword of e-commerce promotion. On May 31, Taotian second round of 618 promotion officially opened, he originally planned to eat a meal with the team, but before the dish had eaten a few bites, the phone call persuading him to reduce the price was "bombarded", each platform has it, their appeal is only one - can the cat food be reduced by 5 Mao, lowered, their own platform can have the lowest price on the whole network.
Before this round of phone bombing, the major platforms have reached a tacit agreement in the air -
Liu Qiangdong, the founder of JD.com, has repeatedly emphasized that "whoever can achieve a low price will give traffic". In addition to supporting small and medium-sized businesses through the well-known "Spring Xiao Plan", Moran told Daily People that this year, JD.com also adjusted the organizational structure of the procurement and marketing department, merging POP merchants and self-operated departments.
Previously, because POP merchants had a price advantage, the brand side and the procurement and sales personnel of the self-operated department would even come to the door, and did not allow third parties to push the price too low. To some extent, this restricts POP merchants from relying on low prices to break out.
But right now, it's already the era of stock scramble. The big brothers of the e-commerce business community have invariably shown their attention to the sinking market, and more and more attention has focused on small and medium-sized businesses. Dai Shan, who is in charge of Taotian business, is the incubator of Taote and Taocaicai, and about 80% of JD.com's 110 million new users in 2021 are from the sinking market.
On the other hand, Taobao has also established a small and medium-sized enterprise development center, Douyin has launched a merchant development center, and Kuaishou has a "new merchant gold plan", all of which reduce the input cost of small and medium-sized businesses through traffic support and exemption from settlement costs.
Douyin also began to "roll tens of billions of subsidies". But unlike Jingdong and Pinduoduo, Douyin's 100 billion does not directly affect the price reduction of goods, but is given to merchants.
Previously, Douyin was proud of its "interest e-commerce", which placed orders in the process of watching live broadcasts. But this year, Douyin's focus has shifted to shelf e-commerce, which is equivalent to directly joining the "cat and dog fight" war.
In doing so, perhaps Douyin smelled gunsmoke. According to a late LatePost report, the Douyin team found during internal research that some users would jump out of Douyin and compare prices on other platforms. This means that interest may not spell out the rationality of saving money. After that, Douyin decided to provide subsidies to more shelf merchants, a full 10 billion, which will flow to those orders that are transacted through non-live broadcast and non-short video pages through the "commodity card commission-free project".
However, the attention of each family does not necessarily bring good days to small and medium-sized businesses. When the price gear bites tightly, the merchant as the end of the chain, the probability will become a stressed link.
▲ Figure / Visual China
The most immediate pressure comes from the platform. As a brand with a low unit price, Yang Fei, a fast food brand operator, remembers that his own products started from Pinduoduo, and it was simple to participate in various activities in the early years, and the platform had its own price comparison algorithm, which would be directly displayed on the event registration interface, and it was recommended how much lower it was to continue to register, and as long as the registration was successful, what awaited him was a large traffic tilt.
But in the past two years, the entry threshold has gradually increased. Especially at key nodes such as the 618 promotion, Taote launch, and Jingxi launch, Pinduoduo will emphasize low prices more explicitly - such as skipping the platform price comparison algorithm and directly informing the registration price of an event, and the merchant must reduce the goods to this price in order to participate in the event, "a bit of a bidding meaning".
Then the pressure shifted to the supply chain, and small and medium-sized businesses had to do everything they could to reduce costs.
In order to cooperate with the "low price" strategy, Han Yuanhang feels that he has reduced all the costs he can at. Before 2020, for every 500 tons of cat food produced, Han Yuanhang would send it to a third-party agency for testing, and now it is necessary to produce 1,000 tons to send it for inspection once - just to dilute the cost of testing. In addition, this time to participate in the 618 promotion, the budget allocated to the brand has also been cut to only 3 million, less than half of the original. If it were to be saved, Mr. Han would have to replace the meat supplier, but he was reluctant to do so, "which could put product quality at risk."
When the price is extremely rolled to the end, in order not to lose money, Yang Fei's company can only replace the valuable part of the product with less valuable ones - such as a fruit and vegetable crisp made some time ago, which has various categories of dried vegetables and fruits, in order to reduce the price, strawberries were replaced with apples. There is also a crisp noodles, in the process of compressing costs, they have tried to change manufacturers, raw materials, and packaging, "I thought of everything, and even dropped a gram in grammage."
Most of the categories operated by small and medium-sized businesses are low-priced goods. Yang Fei said that they also want to do the high-end market, "but what high-end goods can be made from simple noodles?" "The mid-to-high-end development path is limited, and the low price of the volume has become one of the few options. In a county town in Jiaozuo, Henan, where Yang Fei is located, industrial agglomeration has been formed in the past two years, and the park is full of similar fast food products, often you can see two brands find the same factory for OEM processing, and the daily processing volume of the factory is also limited, if the A brand price is low, sell more, the factory can only serve the A brand first, and the B brand will completely disappear from view within a few days.
Under the blessing of the logic of low-price explosive models, the iteration speed of small and medium-sized businesses has become very fast, and Yang Fei must always "keep his eyes open", staring at prices and sales to ensure that his own brand will not lag behind. He described the feeling as "like water soaking in the chest, not drowning, but suffocating."
Most of the people who can participate in this low-priced game are source merchants who have built their own factories and have spare power to reduce costs in all links of the chain. Bai Min, another merchant who opened a daily necessities store on Pinduoduo, said that he did not participate in the 618 event because he took goods from other manufacturers, and he had no purchase price advantage at all, and the sales were already more expensive than others. But Pinduoduo's recommendation algorithm can help him recommend more expensive products to the corresponding people, but he needs to pay higher advertising fees.
Bai Min calculated an account, and the advertising fee of 20 yuan for the customer unit price basically accounted for 15 yuan. Once you participate in 618, the unit price of customers is lower, there is no money to earn, and it is not impossible to lose money and earn money.
When the core goal becomes survival, it is difficult for small and medium-sized businesses to enthusiastically and proactively participate in the promotion. In the face of the telephone bombardment of various "persuasion price reductions", Han Yuanhang's choice was to refuse one by one. Because he feels that for a startup, "5 cents is already a break-even point", the price reduction is only effective for a while, and it will hurt other channels, and he does not want to drink to quench thirst.
But platform operators are desperately trying to do "low-price" KPIs, which are still there, and the pressure is transmitted back to the individuals of the big factories, and they can only secretly think of a way. One night during the 618 period, Han Yuanhang found that a head platform operation had listed a batch of coupons for his own store. After the user receives the coupon, the final spot price of the cat food is cheaper than the pre-sale. Although he contacted the platform for the first time to request "immediate removal of the event", many regular customers still found this bug. In the following days, the Ministry of Industry and Commerce received forty or fifty complaints from consumers about Han Yuanhang's price reduction, because the order information was on the platform, and "we didn't even know who the consumer complained about, which was very passive."
Yang Fei said that a dime may be the last straw that crushes a camel, but when the whole network begins to roll up on a dime, they have nowhere to go.
"From head to ankle, it's not good"
The anxiety of the bosses of large factories is the source of the intensification of the price war this year.
At JD.com, it was Liu Qiangdong himself who showed his determination to lower prices. After the return of Singles' Day last year, while making drastic changes to the organizational structure, he was disappointed with the growth rate of users, warning executives not to lose the advantage of low prices: low prices are always "1", quality and service are two "0s". Therefore, the tens of billions of subsidies are also regarded by Moran and his colleagues as "the boss's own project", which is the primary goal to be implemented during the 618 period.
Taobao and Tmall led by Dai Shan, in the face of 618 to play the signboard is "price power", emphasizing in addition to low price, but also cost performance, which is also in line with the change of Taotian thinking, that is, to take buyers as Taobao's first customer, so that buyers can maximize the buyer experience - this is one of the most important things Dai Shan did after taking office.
Like JD.com, Taotian's turn is also to save lost users. On Singles' Day 2022, Alibaba's transaction scale remained the same as last year, while advertising revenue and commissions among e-commerce customers declined all the way, and Taotian's market share dropped from 75% in 2017 to 46% in 2022.
Major e-commerce platforms are anxious about growth. In the first fiscal quarter of 2023, JD.com and Alibaba's revenue increased by only single digits year-on-year. Despite official denials, according to foreign media The Information, the GMV of Douyin e-commerce exceeded 1.4 trillion in 2022. It took Alibaba 10 years to reach the trillion GMV scale, Pinduoduo compressed the process to 5 years, and Douyin achieved a growth miracle in only 2 years. But at the same time, the ceiling has appeared - if 600 million daily active users are difficult to break through, e-commerce traffic and GMV will naturally not be able to rise indefinitely.
But to grow outward, of course, we can't just embarrass the money of the business-"landlord" family, we must save and spend it well. In addition to competing for existing users, platforms are constantly reducing investment costs. For example, Xu Ran, the former CFO of JD.com, took over Xu Lei's CEO position, and while promoting tens of billions of subsidies, he decided to shrink marketing expenses, and marketing resources became invested by JD.com and brand merchants.
Wang Lin, who is close to "making a friend", revealed that this year, the budget of a leading e-commerce platform for 618's off-site launch and purchase volume has been "cut by at least half", and in previous years, it was generous, at least tens of billions in scale, and this year, "5 billion is good."
Guo Wei, who is engaged in e-commerce launching, also confirmed this from the side. She told Daily People that this year, e-commerce platforms have more prudent and strict standards when choosing media placements, which makes e-commerce platforms pay more attention to ROI (return on investment) when implementing marketing strategies.
Guo Wei gave an example, for example, this year, when placing 618 ads on some apps, JD.com focused on the actual arousal rate — that is, the proportion of JD.com apps clicked through ads and purchased. At the same time, there are also higher requirements for the arousal rate itself, once the expected index is not met, JD.com will ask the other party to re-publish an advertisement, but do not pay. Even the development level of the other party has requirements, "I think that only with excellent technology can we achieve accurate delivery to the targeted population", which is equivalent to raising the requirements, but not increasing the corresponding budget.
In the glamorous live broadcast room, cost reduction and efficiency improvement are also underway. The head anchor has always been the sweet potato of platform competition, and this year, Luo Yonghao's entry into JD.com is more like a natural choice. The latter did not continue the "money poaching" of Douyin and Taotian, but began to calculate carefully.
▲ Luo Yonghao live broadcast on JD.com. Photo / Weibo screenshot
Wang Lin revealed that in addition to the Hangzhou Aoxuan City apartment that helped Luo Yonghao blow the horn of the first battle of the live broadcast, Jingdong subsidized 1.27 million yuan out of its own pocket, and the rest was subsidized in the form of screen opening display space and live streaming traffic coupons. As for the final actual signing fee, "it can only be determined by looking at the live broadcast data of the entire 618 period." There are also many data dimensions of assessment, in addition to GMV (transaction volume), including the number of new users, user viewing time and so on. JD.com set a target of 100 million for Luo Yonghao's first live broadcast, and the GMV of the entire 618 needs to exceed 300 million at least.
Just a year ago, the platform would also recruit top anchors in a big way. According to 36Kr reports, in 2022, the negotiation between Luo Yonghao and making a friend to enter Tao will be personally fought for by Dai Shan, the number one. On the day of the Double 11 broadcast, Taobao gave Luo Yonghao 4 to 5 times the traffic on Douyin - this is a treatment that Li Jiaqi has never had, and the signing fee is "not a small amount." Three years ago, Douyin threw 60 million yuan in order to compete for Luo Yonghao's live broadcast debut.
The most critical reason may be that the live broadcast room cannot be sold. In previous years, every live broadcast room was like a shopping mall that could be opened 24 hours a day, as long as there was good content, products, traffic and GMV could be pulled up like a big white candle. But the "good days" seem to be over this year, and the Guangdong couple's first live broadcast on Douyin is 1 billion yuan, but Worry-free Media finally released the first-day battle report showing that it is only half completed, and more than one business intends to suspend and reduce participation in live broadcasts this year.
Han Yuanhang is one of them. The change in the live broadcast situation was so fast that he was caught off guard, "from the head to the ankle, it is not very good". He tried to cooperate with pendant experts, and the cumulative number of viewers and interactions in the live broadcast room was good, but even a bag of cat food and cat litter could not be sold, and "the ROI was negative." A cooperation also cost 350,000 yuan, and in the end, it all failed.
The company has made great efforts this year to push the cat food with a unit price of 109 yuan into Li Jiaqi's live broadcast room, and he also made a conservative judgment, with Li Jiaqi's own product endorsement and traffic support, "the last time to win 3 million GMV is no problem." But the reality was harsher than estimated, and the final sales figure stopped at 1.8 million. Obviously, the beauty ONE behind Li Jiaqi was not satisfied with this result, telling him: "If you don't reduce the price, you can't sell it." ”
Revenue growth is sluggish, and merchants have to plan for every penny spent. Han Yuanhang intends to reduce the investment in live broadcasting, but he does not dare to give up completely, "I don't do it, the opponents are doing it, and I will worry about whether I will be left behind." The brand where Lin Yanming is located, although it does not reduce the cost of delivery, but pays more attention to the conversion rate. "In the past, maybe I would try it on every channel, 200,000 on this platform and 100,000 on that platform", but now, Lin Yanming will give priority to the successful cases of his peers, and only consider if there is a surge in trading volume.
"Buy nothing, save 100%"
However, no matter how the platforms roll low prices and ROI, this year's 618, which once belonged to e-commerce people, has cooled down.
At 618 this year, the GMV numbers of the platform printed in the war newspaper in capital letters are gone, but the slowing growth rate has been visible since last year. In 2022, according to the statistics of Star Map data, the 618 e-commerce transaction volume of the whole network will be 695.9 billion yuan. Among them, the sales of comprehensive e-commerce platforms were 586.2 billion yuan, an increase of only 0.7% over the same period in 2021.
Even more fiery is the discussion about saving money. Zhang Fan is a typical middle-class mother who has a group chat with three girlfriends. In the past, the discussion in the group was all about medical beauty projects, HPV vaccines, and cheating gossip in the circle, but this year, the link of 1688 and the ping comparison brushed the screen. Even in "eating", she began to calculate carefully, the fresh e-commerce app has not been opened for a long time, she found that it is still "the cheapest vegetable market near home".
More merchants can only face an unsolvable problem in this low-price competition - more and more platform investment, but weak GMV growth; Supply chain costs are getting higher and higher, but products can only be sold cheaper and cheaper.
Qin Zihan, head of growth at head snack brand Douyin, is one of them. At the end of 618, she posted a circle of friends: all competition should return to the traditional essence of e-commerce, which is very simple - products and services that meet expectations are marked with a reasonable price.
In previous years, small and medium-sized businesses were willing to participate in the promotion even if they were tired, but this year, many people can't afford to play. Han Yuanhang was quite depressed: "Pinduoduo didn't even mention the promotion time node, and directly said that 618 is normal." JD.com's statement was similar, announcing that it would normalize tens of billions of subsidies.
The result of not participating in the promotion is dismal sales. Han Yuanhang set the GMV target of 618 in Pinduoduo this year at 6 million, but in fact only completed one-tenth of it. Next, he plans to completely abandon the battlefield of Pinduoduo. Not long ago, Yang Fei was also struggling with which platform to go to besides Pinduoduo. In the end, he chose Taotian, feeling that it was better in line with the expectations of brand value.
However, how much GMV the "low price" strategy can pull up is even more unknown. Another young post-95s girl told us that she has not bought clothes online for a long time, and she will no longer buy things in the big sale, "buy nothing, save 100%".
In just 3 years, the Douban key group (Door Cutting Women's Federation and Door Cutting Men's Federation) has risen rapidly from 500,000 to 770,000. The platform palletizes and merchants squeeze the supply chain to provide 9.9 yuan of products, but young people think about how to "0 yuan for paper drawers and garbage bags", "bank card points for microwave ovens", and "how to plant pea seedlings on the balcony".
▲ Douban key group. Figure / Douban
Merchants also squeezed their money tightly. Lin Yanming's company not only lowered the GMV target of 618, but also postponed the recruitment and development of sub-brand plans proposed last year, and even the preparation time has changed - when the sales are good, they will prepare 3 months' goods, and now it has been shortened to 1 month, so that there is no need to pay suppliers months in advance, and the company can retain more cash flow on its books.
An Internet company responsible for commercial monetization told us that in previous years, advertising revenue would increase significantly around 618, but this year's revenue was not good.
Guo Wei, who does media placement, has had a weekend this year for a long time - e-commerce companies' marketing budgets are reduced, and they will directly cut all the advertising ends that are not effective, which has greatly reduced her workload. In previous years, when the promotion was big, Guo Wei would rotate every night and be busy until two or three o'clock.
Clearly, exhaustion and uncertainty are eroding enthusiasm for the festival from the entire chain. According to data from the National Bureau of Statistics, the total retail sales of consumer goods in April 2023 increased by 18.4% year-on-year, but the two-year compound growth rate in 2023 slowed down in April. The recovery of consumer confidence ultimately depends on people's expectations of future employment and income. In May, the unemployment rate for young people aged 16 to 24 rose to 20.8%, the first time since records began in 2018.
People pay more attention to the joys and sorrows of the real world. Qin Zihan told Daily People that she almost did not choose to bring goods with experts this year, and "the overall effect is not good." Young people no longer squat in the live broadcast room to stock up on snacks because the picture is cheap, but turn to offline scenes. "Even if the potato chips and chicken feet in the supermarket are two or three pieces more expensive, they can meet the demand immediately, and users are willing to pay."
In the absence of new growth, a new battle has begun. According to a report by CSC Securities, the number of new domestic e-commerce users slowed down to 0.38% in 2022. The entire industry has shifted from the traffic era dominated by user scale to the stock era dominated by user stickiness.
Opening the data of 618 this year, Han Yuanhang really understood what stock competition is. The days when the three platforms of Taotian, Jingdong and Douyin were bullish together were completely over, and the trading volume of JD.com and Douyin rose, and other platforms would fall. Even the brand's user portraits have turned all the way to high-net-worth people - a few years ago, just graduated a year or two, single pet women with little savings were the main force, and this year, high-income women over 30 years old and shopping online for more than 3,000 yuan a month were willing to buy a bag of 100 yuan of cat food. The slowdown worries him even more, and "the third quarter will only get worse."
Even if this year's sales fell short of expectations, Lin Yanming and his colleagues still did not dare to relax. At the workstation during 618, no one left, and everyone was working overtime.
For Lin Yanming, 618 is a bit like a "backwater battle" that knows the result, mixed with some sadness. In March, his company had just experienced a round of layoffs of about 15 percent. Although this number is not high, on the eve of the war, layoffs, people are panicked - there are fewer people, work still has to be done, overtime no longer needs to be called, more like a norm, and he does not see who will choose to leave voluntarily because of busyness. "It's really hard to find a job now, and it's normal to have a gap period of two or three months," Lin Yanming said, so for 618, everyone hopes to pass smoothly.
But he was still a little unused to it. After so many years of doing e-commerce in Hangzhou, every 618, the people around are both the operators of the event and the participants of the event, and between work and life, almost everyone is asking: "What homework can be copied in the shopping cart?" But this year, few people around me asked like this, the sales were not good, Lin Yanming felt that it was expected.
After all, even their own people don't buy anything.
(Thank you Ms. Li Jiajia for your help with this article.) The interviewees in the article are pseudonyms. ）
The article is original by Daily People, and infringement must be investigated.