routine marketing is difficult to win the future. For merchants who want to carry out concentrated promotions during the "Double Eleven" period, they must truly assume the main responsibility of consumer rights protection, truly achieve "consumer-centeredness", less routines, and more sincerity, so as to achieve a win-win situation between operators and consumers.
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To standardize the online centralized promotion business behavior during the "Double Eleven" period, create a fair and orderly online competition environment and a safe and secure consumption environment, the Shanghai Municipal Market Supervision Bureau recently carried out administrative guidance , convened key e-commerce enterprises in Shanghai to provide compliance guidance on the "Double Eleven" online centralized promotion activities, requiring that merchants must not be forced to enter "choose one of two"; false promotions such as "virtual winning" and "internal winning" must not be involved; false sales must not be increased through unfair competition violations such as false transactions, orders, credit speculation, and false evaluations.
As "Double Eleven" approaches, e-commerce platforms kick off the shopping festival. At this time of year, the discount activities launched by e-commerce platforms have greatly stimulated online consumption, but at the same time, all kinds of "illusions" are full of fake goods, fake promotions, fake discounts, fake credit, fake sales...
As the "Double Eleven" front was extended, the "water injection" of merchants' discounts was criticized by consumers: "Isn't it good to be more sincere?" Behind the huge transaction volume of "Double Eleven", there are various hidden dangers of "illusion": false transactions, orders, positive reviews, malicious credit speculation and other behaviors have made the originally objective price information "water injection" a large amount of "water injection" and become a trap to lure consumers to "be deceived". Many consumers have experienced routine problems such as fictitious original prices, word games, difficulty in after-sales service, and difficulty in protecting rights.
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In the face of the "illusion" that appears in online shopping promotion activities, consumers should be very eye-catching, e-commerce platforms should keep a close eye on, and government supervision should be more important, keep up with the rapid development of online shopping, use Internet +, big data and other tools to innovate supervision methods. On the one hand, the regulatory authorities should establish a benign interaction between government and enterprise, "friendly business and clean business", strengthen education, publicity and guidance, and prevent illegal acts; on the other hand, e-commerce platforms should carry out operations in accordance with the law, standardize merchants' business behavior, keep a good access to the subject, review the qualifications of operators on the platform, so that malicious shops, dishonest persons and infringers should be punished as due.
In recent years, as market supervision departments have continuously strengthened the management of the online shopping field, urged platforms and merchants to operate in accordance with the law, and increased their efforts to issue consumption tips, many consumers have seen through various preferential marketing routines, avoided the frequent consumption traps, and chose a rational consumption path.
routine marketing is difficult to win the future. For merchants who want to set a record in the "Double Eleven" period, they must truly assume the main responsibility of consumer rights protection, and must abide by the market trading principle , truly be "consumer-centered", ensure product and service quality from the source, establish a good reputation and image, and cannot ignore the consequences of infringing on consumer rights, nor can they reject reasonable demands from consumers.
Less routines and more sincerity, operators can gain sales performance and market reputation at the same time, and thus achieve a win-win situation for operators and consumers.
(China Consumer News Author Wu Xue'an)
