Millet "go out" hunger marketing can work?

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Drawing: Yang Jia

Recently, the millet mobile phone by Taiwan's relevant regulatory authorities issued a 600,000 NT ticket, the millet company last December, held in Taiwan's network to buy red rice mobile phone activities, false number of goods, misleading. In response to the punishment, Millet quickly responded to its official microblog and apologized publicly, admitting that it had sold fewer than 30 handsets.

It is reported that Millet began to enter China's Taiwan, Hong Kong and Singapore market in 2013. But the relevant industry insiders believe that the millet to the overseas market is not very mature, should first practice good internal strength.

Taiwan's millet reserve handset to squeeze consumer snapping opportunities

It is understood that the Taiwan Millet Communications Co., Ltd. in December 9, 2013, 16th and 23rd, a total of 3 wave network to buy red rice mobile phone activities, opened 10,000, 10,000, 8000 units of red rice mobile phone purchase, and announced the second kill, in 10 minutes, 1 more minutes, half a minute sales completed.

After investigation by Taiwan related institutions, Taiwan millet companies in the claim to accept the number of eligible to buy 9,339, 9,492 and 7,389 respectively, showing that the time there is also a red rice mobile phone can be snapped up, but did not release products for consumers to purchase, instead of the end of the snapping up activities, and advertising shows inconsistent.

A survey by Taiwan's regulators found that there was a gap between the number of announcements in the company and the number of qualified buyers, and the process of reserving some handsets to crowd out consumers snapping up opportunities. It is reported that this is the first time in Taiwan to the mobile phone products such as illegal marketing phenomenon to punish.

After the event, millet with the way of mapping ridicule type to admit that less than 30 of the error. For the millet crisis public relations handling way, the AI media consultation Zhang thought, this is very improper, "this is a more serious matter, but relates to Taiwan and the mainland consumer, uses this to ridicule the funny way to respond appears very unprofessional." ”

Legal people cheat consumers by malicious propaganda

Yi Think of the library Xu Hao that the Electronic Business platform booking is a millet sales channel, online booking, limited buying, fan registration, these are millet hunger marketing means. In this incident, the millet mobile phone to the F-code in the sales, Taiwan is not counted, the two sides of the legal policy are different. "Millet data has always been its hype, attract consumers, an important means." ”

In this respect, Zhang said, Millet mobile phone business rules in the data integrity of a certain problem. "I personally think that Millet's hunger marketing model in the overseas market is very easy to somersault." ”

Liao, a professor at Jinan University Law School, said in an interview that hunger marketing too much would cause malicious propaganda and deceive consumers. According to the consumer law, consumers have the right to know the real purchase quantity. Millet such practices mislead consumers, causing looting effect, disrupting the consumer market, the relevant departments should pay attention to deal with.