Ruixing only needs 6 yuan for two cups of coffee? Operators often make mistakes in pricing. Is it "unintentional loss" or deliberate marketing?
2022-04-27
Recently, Ruixing coffee has an ultra-low price on the takeout platform. Two cups of coffee only cost 6 yuan. Someone who moves quickly has collected the "wool". However, Ruixing later said that there was a problem when setting the price on the takeout platform, which had been repaired and cancelled the order with abnormal price. In recent years, the operator's pricing errors have occurred frequently. Whether businesses are "unintentional loss" or deliberate marketing has aroused doubts from all walks of life. At about 7:40 on April 18, Ms. Wu, a consumer, found that Ruixing coffee near the unit had an ultra-low price. On the takeout platform, the original price is 64 yuan, and two cups of velvet lattes are only 6 yuan, with a discount of 0.94%; The original price is 58 yuan. Two lattes are also 6 yuan, with a 1.03% discount. "If you don't buy this price, it seems you're sorry for it" and "rounding is no money"... This ultra-low discount immediately attracted a large number of users to place orders. While "picking up wool", everyone wondered whether Ruixing was engaged in any new promotion activities. However, around 8:40, some netizens found that Ruixing nearby had suspended business. "Just add the shopping cart, you can't place an order. The system shows that business is suspended." Some netizens said that those who have placed orders have also been cancelled by the system. At 9:40, Ruixing coffee issued a statement on its microblog to apologize: "due to the problem of hungry background price configuration, the price of Ruixing Yeyun package was wrong in a short time, and the store was squeezed by a large number of abnormal orders. In order to operate normally, we have urgently cancelled the abnormal orders of hungry meipingtai, and the hungry store is temporarily closed. We will consider making user compensation and give another notice." At 10:43, hungry also replied on Weibo that the technical investigation found that the Oolong price was not the configuration error of hungry, and Ruixing was investigating which staff member made the mistake. The reporter noted that now all kinds of businesses will carry out various preferential activities to attract customers. Consumers mainly young people will use social media to collect and find all kinds of discount, rebate, additional gifts and other preferential information, and then purchase accordingly to enjoy preferential treatment. This is vividly known as "picking up wool". However, in recent years, phenomena such as "operators' mistakes, wrong pricing, being 'plucked' and operators' suspension of business and cancellation of orders" have occurred from time to time, and often rush to the hot search. The relevant person in charge of Jiangsu Consumer Protection Commission said that from the legal level, operators have the "right of estoppel". Article 147 of the Civil Code stipulates the right to revoke civil legal acts based on major misunderstandings; Business operators call on consumers to cancel orders, that is, renegotiation, which is the legitimate right of business operators. However, from Taobao fruit set to "26 yuan 4500 Jin", 240000 yuan Maotai liquor was sold at a low price of 20000 yuan, hongxingerke operators mistakenly set "20 yuan less than 21 yuan" to "20 yuan less than 21 yuan", to Yuanqi forest Taobao store, where the discount setting error led to only about 10 yuan for products worth 260 yuan, Starbucks system bug (defect) issued coupons, and today's Ruixing new products have "price error", It's no wonder that the seller's price is wrong. Obviously, the operator's unilateral statement is difficult to convince consumers, because there is no corresponding supporting materials to explain whether the ultra-low price of goods is the merchant's "work mistake" or malicious marketing. From the objective results, the enterprises with the wrong price get the flow, and the consumers can only "cut the order" arbitrarily and overdraw the reputation of the merchants. The relevant person in charge of Jiangsu Consumer Protection Commission believes that if operators deliberately create price loopholes for marketing, they are suspected of violating the consumer rights and interests protection law, infringing on consumers' right to know and property rights, and smashing their own signboard, they should be punished as necessary. Even if it is just a work mistake, there is a lack of fully transparent evidence to prove that labeling ultra-low prices is indeed an "operational mistake", which inevitably makes it look more like a deliberate marketing. In the follow-up treatment, operators should respect the legitimate rights and interests and demands of consumers, make appropriate compensation, truly achieve mutual trust, and turn possible malicious confrontation into goodwill dialogue. Recently, Ruixing coffee has issued a statement on the bug compensation scheme. Ruixing coffee said that Ruixing coffee will bear all the losses this time, and will successively reissue "32 yuan voucher" for all chargeback user accounts of hungry Mody platform, which is valid until April 30. At the same time, Ruixing coffee will also compensate coupons for users who cancel their orders due to the abnormal waiting time in the morning peak of the previous day.
Edit：Li Ling Responsible editor：Chen Jie
Source：Wokers' Daily
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