Big complaint after electric dealer's promotion

Absrtact: With the summer temperature rising, the enthusiasm of the residents online shopping is also increasing, coincided with the World Cup upsurge, the superposition of the timing of air-conditioning, refrigerators, fans, sandals and other traditional summer consumer market officially into the peak. A lot of electric dealers aimed at the robbery.

With the rise of summer temperature, the enthusiasm of the residents online shopping is also increasing, coincided with the World Cup upsurge, the superposition of the timing of air-conditioning, refrigerators, fans, sandals and other traditional summer consumer market officially into the peak. Many electric dealers aim at this opportunity to rob Gold, have launched various forms of promotional activities in the year. One side is the power of the pot full of profits, while the consumer because of high prices, poor quality, express change "slow pass" and other issues and complaints. According to the China Quality Wanli Complaints Department data statistics, from May 16, 2014 to June 15, 2014, China Quality WAN Complaints department received a total of 6520 complaints, compared to the last period of growth of 950 cases. In the face of crazy online shopping under the festival, the electric dealers have "unchaste", how to ensure that consumers ' rights and interests are not violated, the regulator must have a more aggressive attitude.

Big promotion "stale", consumer "very hurt"

In the middle of the year to promote, the electric business has opened up a promotional battle: first listed in Beijing East announced 20 days to issue 1 billion yuan red envelopes, buried in the year to promote the fuse. Then suning easy to buy 16th launched "Five days five nights 0 benefit Storm", the day Cat is a theme in the form of a day to continue. Other major electric power companies are encircle: gome online to open some of the 10 percent-timed purchase, free to receive cash coupons, 1th shop Occasion create "great Aunt Day", the main push female care commodity promotion, poly-Mei Excellent products "6 16 on the market Thanksgiving", Dangdang new Flash purchase and so on abound. In addition, the promotion of war from the PC end spread to the mobile end, many businesses launched "client first single back 10 Yuan" "Micro-letter, mobile phone QQ, client send red envelopes" and other promotional activities.

But each big promotion, also can let many users big injury. From May 16, 2014 to June 15, 2014, China Quality WAN Complaints department received a total of 6520 complaints. Data from the reporting period showed that the volume of consumer complaints in this period increased by 950 cases compared with the previous period. In addition to the common product quality, many consumers also found that a lot of online shopping promotion behind the deep fishy: some false standard price, actually did not reduce prices, some of the "counter retail price" and "original price" concept, disguised price increases;

Shopping parity Site "Help 5 buy" data show that day cat, Jingdong Mall, Amazon, Dangdang, Gome online, Xun net, suning easy to buy, shop 1th and so on the total price of more than 2.73 million items, of which more than 1.4 million of the lowest price of history, but more than 880,000 pieces of merchandise has reached the highest price. From the third party price comparison software Whitney shopping assistant statistics, "6 18" on the day of the major electric dealers on average the ratio of 29%.

Internet independent analyst Bo admits, in the major electric sales promotion festival, the electric business likes to make the rules of the game more and more complex, do not like clear direct to the merchandise discount, but the first coupon, and then full number of yuan minus, and then presented, but also participate in the lottery ... A series of rules down, dizzy a lot of consumers, there is no real concessions. This will allow some consumers to discourage the electricity business, over time, or even lose the "promotion" trust.

The problem of quality of electrical products is to be solved

It is gratifying to note that more and more electric dealers began to pay attention to the quality of goods and user experience, which has become the "6 18" electric dealers to promote the present new bright spot. Even if the power of the quality of the product to control the ability to improve, but the quality of goods is still consumer complaints hardest hit.

First, mobile phones, cosmetics and many other consumer goods online shopping quality incidents occur. Second, online products and fake phenomenon prominent, many shops openly selling "three without" products, and the electric business platform is often to take indulgence, acquiescence in the attitude.

These problems have long been difficult to resolve. This is not only the industry itself immature reasons, but also with the electric business enterprises to the quality of the importance of insufficient quality control system is not perfect. Since 2012, "8 15" after the development and Reform Commission vigorously carried out the industry reorganization, the electric business promotion propaganda behavior suspected fictitious price, the fraud consumer disorderly elephant once had the convergence, but now appears this unhealthy trend has come back the tendency.

The biggest problem is that the quality of commodities is difficult to cure, I am afraid that the supervision of the relevant departments is not big enough. Weakened disciplinary mechanism objectively condoned the sale of fake and shoddy products, false marketing and other acts, weak punishment strength is also difficult to the electricity quotient of this act to effectively curb. Industry insiders said, the NDRC's price penalty is the administrative means, the price war is imperfect market derivatives, administrative means can not directly intervene in the market, also can not fundamentally eliminate the price war and price fraud deep roots.

Take the initiative to change in the age of rational shopping

Rome Rome, to dissolve the credit crisis, the pressure and power coexist, self-discipline and his law simultaneously. As the product Quality Supervision Department, it is imperative to establish and perfect relevant laws and regulations, strengthen supervision mechanism and increase punishment. QC Department of product Quality Supervision of the relevant responsible person proposed, strengthening the supervision of product quality should be read "Help", "play" "promote" Zi, namely: first, to help the electric business platform to establish and improve the quality management system; the other is to resolutely crack down on some production enterprises counterfeiting, shoddy and other illegal activities; third, promote the healthy development of e-commerce industry. At the same time, heavy supervision and service, the industry suggested that on the one hand, strengthen the risk monitoring and online product supervision and spot checks, the construction of "online spot checks, tracing the source, territorial investigation" supervision mechanism, on the other hand to carry out quality improvement work and build information sharing platform, through the development of Amoy Bao Quality improvement and quality training, For enterprises to provide more convenience.

And for the electric business platform, large data technology, precision push concept, personalized service level and so on, in the brutal pursuit of traffic, sales of the festival drama appears to be no innovation, pseudo concept, false preferences prevailing behind the product quality and logistics level is difficult to control. And witnessed many rounds of price war consumers, has been from the initial novelty to the present aesthetic fatigue, the past "blind buyers" image no longer, online shopping attitude more towards calm and rational. Coupled with a variety of third-party parity software to help, the price of electricity dealers scale and strength at a glance. Therefore, the promotion of the name of the "Bo Eyeball" game is time to stop. The next step of the electricity business should be to raise awareness, enhance capacity, effectively control product channels, strict supervision of product quality, implementation of claims system, and strive to provide quality services. Only by truly competitive prices and perfect service can we truly capture the "heart" of consumers in order to gain a long and respectable profit.