Why are e-commerce promotions frequently "roast"?
2022-07-11
Although it has been more than half a month since the 19th "618" came to an end, people can still see relevant topics discussed in the public opinion field from time to time. The reason is that the current e-commerce network centralized promotion activities are not only a discount carnival, but also carry more special significance, such as promoting consumption recovery, helping enterprises to bail out, and ensuring the main body's stable employment. Despite facing multiple pressures, this year's "618" shows a more rational and diversified characteristics on both sides of supply and demand. Specifically, the promotion means of e-commerce platforms pursue simplicity and pragmatism, and consumers are more rational, so that the overall atmosphere of "618" can maintain a low profile and quiet, while achieving positive growth in total transactions, which undoubtedly releases a positive signal that China's consumption upgrading still maintains a steady development trend. However, in the process of e-commerce promotion activities led by "618", the quality of goods, marketing strategies, live delivery, etc. have been "roast" by consumers, and the market order needs to be further standardized. How can e-commerce platforms and businesses meet and respond to consumers' urgent needs and expectations for consumption upgrading and a healthy and orderly e-commerce environment? The quality of goods is mixed Consumers' judgment on the quality of goods is getting stronger and stronger, which has a certain role in promoting consumption upgrading. At the same time, commodity quality has increasingly become the "lifeblood" of businesses and even platforms, which is the fundamental and long-term development guarantee for them. However, consumers have many doubts and dissatisfaction about the quality of current e-commerce products, which needs attention from platforms and businesses. According to the 2022 "618" consumer rights protection public opinion analysis report released by the China Consumer Association, during this year's "618" promotional activities, negative consumer information mainly focused on product quality, price promotion and live delivery, accounting for 14%, 5.3% and 4.3% of the total negative sensitive information of "consumer rights protection" respectively. "Slot point" covers many dimensions, such as online and offline, traditional rigid demand and consumption upgrading commodities. The China Consumer Association collected 776701 pieces of negative information about "product quality", an increase of more than eight times over the same period last year. Recently, Xiaomi TV has been on Weibo hot search with the keyword "TV screen falling off". On June 1, Xiaomi responded that it had confirmed that due to the production of Xiaomi TV ea70, a very small number of devices might have the problem of screen glue opening, and the affected scope was locked in the two batches of products between February 14 and March 20. In addition, "wearing an electronic watch wrist was burned by electricity" also caused heated debate for a time. The meter dynamic youth electronic watch that Shi in Xinxiang, Henan Province has been wearing is suspected of leakage recently. According to the person concerned, he always felt that his wrist was bitten by mosquitoes. After taking off the watch, he found that his wrist was full of traces of electric shock, so he complained to meter dynamic customer service. Customer service of huami technology said that it is a cooperative relationship between itself and Xiaomi, and it has received relevant complaints before, which have been reported. After sales said that Shi was asked to mail the watch to the factory for testing. Quality and safety are the bottom line to protect the rights and interests of consumers. Whether it is daily sales or centralized promotion, as an important bridge between supply and demand, the platform is not only a necessary lesson, but also a legal responsibility to strictly control the quality of goods. In fact, the relevant departments are taking strong measures to regulate the quality of goods. The system design around the implementation of the main responsibility of the platform and the strict regulation of marketing behavior is becoming more and more sophisticated, and the warnings and exhortations of normal inspection and supervision and important nodes are becoming more and more detailed and specific. The "working tips on standardizing the" 618 "online promotional activities" issued by the State Administration of market supervision and administration clearly pointed out that we should prevent the operation of fake and shoddy goods. Take timely measures to ban fake and shoddy commodities and their operators, and further strengthen the protection of intellectual property rights. In addition, when facing consumer disputes, we should resolve them in a timely and appropriate manner, accept and effectively handle complaints and reports in a timely manner, and actively assist consumers in safeguarding their legitimate rights and interests. Dissatisfaction caused by "price routine" Cross store full reduction, final payment, regional coupons... In order to get the maximum discount in the "618" promotion, consumers always need to "strategize" and "fight wits and courage" with the platform, understand the promotion mechanism of each major platform in advance, and make strategies. However, after "a meal as fierce as a tiger", consumers were surprised to find that compared with the usual price, the actual price of most products was no different from that before the promotion, and they were busy in vain. Recently, some consumers reported that they were "fleeced" by Midea appliances, which revealed that many Midea home appliances first increased their prices and then reduced their prices. The actual transaction volume was almost the same as the original price, and some products were even more expensive after adding discounts. Relevant reports showed that the prices of 11 popular products in Midea's official flagship store rose significantly before the "618" promotional pre-sale activities began. A third-generation electric oven sold by Midea on tmall platform showed a hand price of 249 yuan on May 1, and the price of the product rose to 339 yuan on May 15. During the final payment period of tmall's "618" activity, it was shown that its hand price was 309 yuan, which seemed to be 30 yuan cheaper than the original, but in fact it was 60 yuan more expensive than before the discount. First raise the price and then discount, but the promotion is actually more expensive than the original price? With the superposition of various coupons, the actual paid price is the same as the original price? These businesses seem to be sincere "routines", but in fact, they still take consumers as "leeks". But consumers are not "stupid people with too much money"! According to the survey data of the China Consumer Association, many consumers concentrated on price promotion during the "618" period, collecting a total of 296040 pieces of negative information about "price", focusing on the false promotion behavior of raising prices first and then discounting. The "price routine" of e-commerce promotion is already a problem that consumers hate. In this regard, although both tmall platform and jd.com platform have set up price protection for household appliances to reduce the transaction disputes caused by the sudden price reduction of goods during the event, the actual price protection application is limited by layers of conditions, and the price protection function cannot fully play its real effect. For example, jd.com platform states in the price protection rules: "the goods are packaged goods and do not support price protection", "price protection is not supported because the price of the goods is lower than the original purchase price due to receiving / obtaining coupons other than store coupons", "price protection is not supported when the goods are out of stock, the goods are participating in the second kill, and the goods exceed the purchase limit". Price traps such as price increases before discounts are in themselves a conventional routine based on traffic contention and data realization thinking in the process of platform promotion, but they are also a manifestation of revenue anxiety and lack of innovation after multiple rounds of promotion wars of e-commerce or brands. In response to such problems, the State Administration of market supervision and administration and other relevant departments have repeatedly stressed the need to regulate centralized sales promotion. Strengthen the management of the operators in the platform, guide the operators in the platform to operate in good faith and abide by the law, and carry out promotional activities in a standardized and orderly manner. The China Consumer Association said that facts have proved that although this price strategy may work in the short term and make a profit for a while, the practice of wantonly rounding up consumption stocks and overdrawing business integrity has not only touched the regulatory red line, but also slighted brand goodwill and ignored the relevant legal rights and interests of consumers. The unrestrained and bottomless price war will eventually break the balance between reasonable price and quality assurance. Live broadcast delivery needs to be standardized In recent years, with the rapid development of live broadcast and delivery, the industry itself has also exposed some shortcomings. The chaos of live broadcast anchor with goods, false propaganda and selling fake and shoddy products has attracted much attention, and the voice of strengthening industry supervision is getting higher and higher. According to the data released by the China Consumer Association, during the "618" period, 237115 pieces of negative information about "live broadcast with goods" were collected. The daily amount of negative information was relatively stable, and the amount of public opinion information began to increase after June 18, reaching a phased peak on June 20. On the whole, first, New Oriental and other live broadcast "new forces" have entered the market, opening up a new mode of bringing goods. However, while popularity has soared, entries such as "Oriental selection was complained that peaches are moldy and hairy" have also been on the hot search. Second, the live broadcast of agricultural products in violation of common sense is becoming more and more outrageous, constantly testing the patience of consumers. Recently, New Oriental's live delivery platform "Oriental selection" has become a hot search for many times due to the popularity of anchor bilingual delivery. However, a consumer in Beijing said that he placed an order for Shaanxi honey peaches of 4.5-5 Jin in the live broadcast room of "Oriental selection". After signing for the express delivery, he found that about a quarter of the honey peaches had been mouldy and hairy. After reporting to the customer service, the merchant quickly initiated a full refund to the consumer, but the consumer still had doubts: How did "Oriental selection" select the peaches with such serious damage? In addition, recently, many netizens reported that there have been many live broadcasts of agricultural products that violate common sense on some platforms: eggs can grow on trees, mangosteen knot underground like potatoes, flowers grow on high branches and need to climb ladders to pick... The China Consumer Association believes that the innovation and "breaking the circle" of commercial live broadcasting can never deviate from the most basic common sense of life and business ethics. Therefore, for those live webcasts that let eggs and watermelons grow on trees, public opinion did not stop at the "Qingqi" of marveling at their "brain circuit", but expressed strong doubts and indignation. The "14th five year plan" for e-commerce development clearly points out that it is necessary to explore the establishment of a new regulatory model of "Internet + credit", and guide the e-commerce live delivery platform to establish a credit evaluation mechanism. The China Consumer Association believes that in the long run, the positive presentation of positive, rational and pluralistic concurrence of the "618" public opinion dissenters in 2022 is still a concentrated reflection of the phased problems in the process of the continuous recovery of consumer confidence and the continuous improvement of consumer willingness. Next, the relevant departments should strengthen the timely intervention and active intervention in product quality, promotion pricing, safety hazards and other issues from the aspects of strict supervision, dynamic supervision, social supervision, and the efficiency improvement of CO governance and sharing; For e-commerce platforms and businesses, from the perspective of optimizing and improving the industrial chain, we should accurately and dynamically identify the multidimensional changes of consumption demand in different online and offline consumption scenarios, timely check omissions and make up deficiencies, dynamically optimize and improve, ensure that the term design is law-abiding and compliant, and the agreed commitments do not leave vague gaps; We will continue to strengthen the awareness of "the first responsible person" for a good consumption ecosystem, continue to improve after-sales service during sales, improve and enhance consumer perception, and promote the upgrading of consumption in the whole society. (Xinhua News Agency)
Edit：Li Jialang Responsible editor：Mu Mu
Source：xinhuanet
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