"Less routines, more sincerity".
Compared with fancy promotions, the price is probably what most people care more about.
The reason why many people resist the impulse of spending on weekdays and endure it until the Double 11 Shopping Festival is crazy about buying and buying. After all, it is just for economical and affordable. But if people look back, they find that the price of the product is actually higher than before the "price reduction promotion", which is even more uncomfortable than eating a fly.
In fact, such a problem has occurred. Customers have customer plans, and merchants have merchants’ countermeasures. For a long time, every Double 11 was a time when merchants and consumers were fighting wits and courage. Whether it was the price increase and then lowering of the price of the product, or the complex and changeable arithmetic problems, the many routines were often unpredictable, "happiness and pain."
To this day, there have been many changes in Double 11: on the one hand, last year, the State Administration for Market Regulation issued the "Work Tips on Standardizing the "Double Eleven" Online Promotion Business Activities", and behaviors such as "raising prices first and then discounts" were clearly prohibited; on the other hand, mechanisms such as "one-click price refunds" have been gradually implemented, making it more convenient for consumers to obtain rights and interests.
Today, "Taobao supports full-process price insurance" has become a hot search, causing heated discussion. But it is worth mentioning that this Taobao price guarantee service upgrade mainly extends the service's validity time limit. Faced with the problem of "same style and different links" by some merchants, consumers still need to submit their own information and manually review the price guarantee. This is still a trouble for consumers and there is still room for improvement in the future.
For the platform, it may be possible to automatically identify this situation through technical means in the future to provide more convenience to consumers. Whether the rules are more transparent, simpler, or the technology is smarter, the purpose is ultimately to bring users a more comfortable, "save trouble" and pleasant shopping experience.
"Taobao supports full-process price insurance" has become a hot search. Social media screenshot
Tmall Double 11 upgraded price insurance service, but "refunding the price difference" is not new
000 October 24th at 8 pm, the Tmall Double 11 pre-sale event will officially begin. Taobao and Tmall have upgraded the price insurance service rules during this Double 11 event. From the previous price insurance within 15 days after payment, it has been changed to the full price insurance within 15 days after payment/payment to the full price insurance within 15 days after the event ends on November 11, that is, from the payment date to November 26, the maximum price insurance time is extended from 15 days to 27 days.
This year's Double 11, Taobao extends the maximum price insurance time. Data picture
As the name suggests, "price insurance" refers to consumers purchasing products with price insurance logos. During the price insurance period, if the same product of the same merchant decreases, they can initiate a price insurance application and require a price refund. It is reported that Tmall provides "one-click price refund" service for all users' Double 11 shopping activities this year.
It is not difficult to find that the "upgrade" of Tmall Double 11 price insurance service this year is mainly reflected in the "time of limitations": whenever an order is placed, the payment date is from November 26, and the maximum price insurance time is extended from 15 days to 27 days.
To some extent, this provides consumers with a longer service cycle for "buying expensively and rebate the difference", and there are fewer issues that everyone needs to worry about. For example, for now, consumers who purchase non-power-removing products on Taobao have a price guarantee service period ranging from 7 to 15 days, which is less than this year's Double 11.
On October 18th An account Taobao "Official Customer Service-Price Protection Center" interface screenshot
It is worth mentioning that "refund price difference" is not new in the industry.
According to domestic media reports, Taobao’s “price protection center” function was launched before this year’s 618 event; and JD website had already detailed explanations on “third-party seller product price protection services” in its document released in December last year.
JD users can also obtain insured services from "third-party sellers". The problem of "buying expensive" in JD web page screenshot
has been responded to to some extent.
"Different links to the same product", can we bypass the price insurance mechanism?
Can merchants intentionally bypass " price protection " through settings such as "same product different links"?
product price has not changed. Merchants reduce prices in disguise by issuing coupons and other methods. Can consumers still obtain "price insurance"?
Observer.com learned from people close to Taobao that in response to the problem of repeated distribution of goods by merchants and different links of the same model, consumers can use Taobao-My-Platform Customer Service/Exclusive Customer Service-Price Insurance Center-Price Insurance Details bottom entrance, and manually review the price insurance by submitting information, and the review will be completed within 24 hours.
can imagine: if the platform can use technical means in the future to improve the ability of to automatically identify "different links to the same product" of , it will undoubtedly make consumers more "functory". Only by the continuous upgrading of platform technology can consumers bring more automatic, smarter, comfortable and pleasant consumption experiences.
In addition, it is understood that this year's Double 11 consumers can not only provide price insurance for the price reduction of the product, but also offer price insurance for the price difference caused by changes in the product discount. "I learned that in the past, some consumers would think that the price insurance on Taobao can be successful only if the price of the product is lowered. In fact, during the event period, merchants reduce prices in disguise by issuing coupons and other means. As long as they receive the coupons, consumers can also successfully guarantee the price insurance."
However, what experience will Taobao upgraded price insurance services bring to consumers remains to be further proved.
Some netizens reported that Taobao’s price insurance service experience is poor in terms of manual customer service and other aspects. Screenshot of the Black Cat Complaint Platform
is difficult to prevent the many routines of Double 11. Consumers want a "easier" shopping festival
"Raise the price first and then discount" and "disguised price reduction", which is just the "tip of the iceberg" of some merchants' routine pools on Double 11.
Will Tmall Double 11 be more consumer-friendly?
"Price Trap" was once one of the most controversial issues on Double 11.
According to a previous report by CCTV News, the "2016 "Double 11" Online Shopping Product Price Experimental Survey Report" released by the China Consumers Association at that time revealed that many products were not at low prices recently on November 11, and consumers did not receive any benefits. In the report, a number of platforms such as Taobao, JD.com, and Koala Haigou were on the list.
A case said that the lowest price of a certain brand of lotion on Taobao platform during the recording time was 94 yuan, but the price on the "Double 11" was 126 yuan, and the event was 5 yuan off for purchases of 5 yuan for purchases of 119 yuan and 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 5 yuan for purchases of 116 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of 126 yuan for purchases of
Double 11 "routine" was once named, CCTV News Report Screenshot
In November 2021, the State Administration for Market Regulation issued the "Work Tips on Standardizing the "Double Eleven" Online Promotion Business Activities" to Internet Platform Enterprises across the country and market supervision departments in various places. The document pointed out that "strictly regulates promotional behavior... It is prohibited to adopt illegal methods such as 'raising prices first and then discounts', fictitious original prices, and failure to fulfill price commitments.
As relevant documents continue to be released, phenomena such as "raising prices first and then discounts" may become history, but many people still cannot forget the fear of being dominated by the "Double 11 full-reduction arithmetic problem". In an interview with Observer.com , some consumers said that compared to various activities, she wanted a more relaxed and less tired Double 11.
Social media screenshot
Sun Mengtong (pseudonym), who works and lives in Jiangxi, buys clothing, cosmetics and pet supplies on Taobao all year round. Talking about the feelings brought by Double 11 in previous years, she told Observer.com, "There are too many routines and I can't feel the sincerity of the merchants. Now, I feel that the anchor will (choose) which anchor is broadcasting. I don't want to do my homework by myself, and I'm very tired."
Sun Mengtong said that she personally hopes that the rules of Double 11 activities in the future can be simple, intuitive and relaxed, and the amount you should reduce is as much as you should."Don't keep the front line so long, don't start marketing and paying deposits from October - it seems that this year is October 24, right?"
Regarding Taobao's Double 11 price guarantee upgrade service, Tian Zeyu (pseudonym), who works in Shenzhen, said "it's fine", and overall understanding and acceptance can be understood and accepted. Tian Zeyu said that since Double 11 was underway, we can no longer expect much discount, and there are many restrictions on price insurance, which basically gives people some psychological comfort.
This article is an exclusive article of Observer.com and may not be reproduced without authorization.
