There's a doorway to the "market reference price".

Abstract: said a brand high-end kitchen utensils, frequent in the online mall, TV outlets, bank card points and other online channels, and these products appear cheap, cost-effective, but in fact are dedicated, that is, manufacturers for these online channels to produce specialized batches of products, and

"Say a brand of high-end kitchenware, frequently appeared in the online mall, TV direct sales, bank card points, such as online channels, and these products seem cheap, cost-effective, but in reality are ' exclusively ', that is, manufacturers for these online channels to produce a special batch of products, and online shopping malls in comparison, the materials, such as the material will inevitably have a gap. Therefore, the online product model, offline shopping malls are not found. "This is a piece that has been circulated all the time, and I believe many consumers have heard of it, so is the rumor true?" in the face of the low prices of online shopping malls, manufacturers often play "for" this card?

Under the pressure of price war, there must be a brave man. According to the "It Times" reporter survey, change model, batch special, change product materials, these are manufacturers in order to save profit space resorted to the common means.

NET purchase low price product quality shrink?

According to domestic media reports, Tianjin, Mr. Liu at the beginning of this year in the supermarket, bought a model for the HL8332 of the frying pan, after a period of time, he bought a same brand in Jingdong Mall, the same model "HL8332" "32 cm fire Longan gather health wok." Get things, Mr. Liu found from packaging to the instructions are the same, but two coating color is not the same, the weight of the pot is not the same, thick also different, from Jingdong Mall to buy the obvious to thin, the supermarket to buy that will be thicker.

In the love of the sales area, sales staff, smokeless frying pan is the standard thickness must be more than 3.5 mm, and Mr. Liu in Jingdong Mall to buy the pot side thickness of the pan is only 3 mm, even the standard has not been achieved. Sales staff said that love is for Jingdong, but because the price is low, so quality will be discounted.

On this, Jingdong Mall side response: After verification, Jingdong Mall in the sale of love products and physical store products exactly the same, consumers reflect the love of the pot with the thickness of the problem is due to product upgrades and differences, there is no special issue. In this respect, Mr. Liu said "to Jingdong Mall's stance is not satisfied."

Journalist Notes

Don't let cheap blinds your eyes

For consumers who often buy bargains on the Internet or on TV, reading this article will more or less doubt themselves, "Have I really bought a bargain before?"

More and more consumers began to complain, in the TV shopping or online to buy a look beautiful things, think that they really buy the benefits, but actually use after found, in fact, only value that price, even the price is not worth it.

Indeed, the price war on the surface of the major vendors between the growing, in fact, the war has already been burned to the manufacturers. Faced with the new pattern, suppliers will face the problem of balancing channels and compressing costs. Now it seems that some suppliers can not start from the profit, have to start from the cost of goods.

Perhaps a shortage of quality will lead to a temporary rise in profits, but it is by no means permanent. And consumers have to polish their eyes, and sometimes the scale of the price needs their own judgment.

Reporter investigation

There's a doorway to the "market reference price".

People often see TV direct sales, "the original price of 980 yuan, 390 yuan", such as ultra-low discount, in fact, 390 yuan products may be "for" goods, and 980 yuan only represents another different models, similar types of not exclusive product prices. The two are not comparable.

Twin kitchenware, which is often seen on TV shopping, is no stranger to many consumers, has always been a high-end image of the twin brand in the TV shopping put down the figure, to the pro-people image, and the shopping guide is also very strong impact, coupled with the "market price" there is a difference in the TV shopping price, Consumers are hard to move.

Reporter in a television shopping program to see, twin a market reference price of 1999 Yuan Stew pot, the actual price of TV 999 yuan, but in the twin counters did not find the same model of products, only to find similar products, the price of about 2000 yuan.

The reporter asked the shop assistant: "TV shopping only sell 1000 yuan, how do you sell so expensive?"

The salesperson told the reporter, TV shopping on the double stand people are exclusively, "TV shopping on the supplier of things and we are the same factory, but the production process to be a lot simpler, so the price is cheap." And as a result of the purchase volume of TV shopping, two people give TV shopping, so the product model on TV shopping is not found on the counter. You watch on TV is the market reference price, not the market price, the market reference price is based on similar products developed. ”

When the reporter inquired about the production process of simple product quality impact, the business staff said, omit the steps consumers generally do not feel, "such as the bottom of the pot a little bit, the hilt material is almost, these will not affect the vision, in use will not produce big differences." ”

Similarly, in many bank's integral exchange channel, the twin product still is the exchange hot, the reporter saw a tool suit in the integral exchange of a bank, but also did not find in the shopping center counter. and twin official for the supply of problems, said, "inconvenient to answer."

Reporter in the interview learned that many online shopping malls have a special supplier of cooperation. "Commodity prices are too transparent now. The same products to any store can be seen, to the online Baidu, the prices of various models are also at a glance. High exposure rate, we can not reflect the price advantage of our platform. "An E-commerce website owner told reporters, so many e-commerce platforms are more like those can not be accurately valued or difficult to compare products."

"For" quality, model can be arbitrarily modified

A type of hanging hot machine manufacturers that can be based on demand to reduce product quality, or even according to customer requirements do not change the product model.

Shanhui (alias) is responsible for a well-known digital brand market business, he told reporters that in order to deal with the impact of the online price war, reduce the loss of manufacturers, replacement product color, change the model, or for an online mall for the exclusive, are currently the industry's most commonly used technique, "we have to do for the business, model name is not the same, However, the parameters may be the same. He told reporters that as long as the online platform to achieve a certain amount of sales, manufacturers will be willing to customize. The brand of a digital camera has been listed a few years ago, and now with the same model name as Jingdong Mall, excellence and other sites of direct supply of goods, back in front of consumers, "You can use the original mold, save the research and development costs, to meet the low price requirements on the line." Shanhui said that because the platform companies are asking them for the lowest purchase price, they simply produced such a product to deal with.

In Xujiahui, Broadway Mall and other digital mall, a number of dealers told reporters that all consumers in Jingdong mall or other electric platform on the goods, as long as they are agents, there must be goods, "If you do not get the name with the full parameters of the product, you can find the parameters are exactly the same, but the model is different." "It is too common in the industry for manufacturers to change product models and offer them to different sales platforms," he said.

Is there a standard for the product? For online shopping products, whether it can weight? The reporter pretends to open an online shop, came to an old Shanghai brand hanging ironing machine's retail outlets, hope to be able to enter the goods. In the retail outlet, reporter said that want to buy goods, responsible for sales of Wang surnamed staff let reporters choose a few, when the reporter proposed because of the beginning, the cost of compression, the staff said that according to the needs of journalists to reduce product quality, "reduce product quality is possible, but it is best not to modify too essential things, In order to avoid the quality problems and do hit the brand. ”

After comparison, the reporter proposed to change a hanging iron machine hanging rod used in aluminum alloy materials, the use of a little less quality materials. The staff thought for a while, said that you can try, "because the material change will involve changing the mold, if you want to bulk purchase, can be changed." ”

Subsequently, the reporter requested that the product material changes, but the model can not be changed, and the use of aluminum alloy to do the same type of hot stamping machine, the staff immediately said that the model can be discussed, "We can be another batch of models, can also be based on customer requirements do not change the model." ”

Big-brand Cosmetics program offers different sets for electric dealers

A cosmetics brand is planning to do different product sets for different e-commerce platforms, although the goal is to prevent online shopping malls from the abnormal access to products, but for consumers, in the future will likely buy "for" cosmetics.

In mid-May, Beijing was already very hot noon, a famous cosmetics group, Dick (a pseudonym) after the plane, Non-stop to Jingdong Mall office location, and they negotiated the next cooperation. Perhaps because of the hot weather, the negotiators defending their respective interests were almost quarreling after a day of tug.

"Online shopping malls have made the price war tired, and now they have put pressure on our brand, hoping to get heavily subsidized from us." We do not want to pay for the radical practices of the online mall, but we have to carefully consider this important channel. Dick said the two sides spent the day negotiating what to do with the subsidy, how much to subsidize, and in what way. Unfortunately, as Dick had expected, the negotiations were once again out of the way.

Dick revealed that the results of such talks were commonplace, in cooperation with them in several large online mall, Jingdong Mall and the day of the most difficult to coordinate, even though the company has consciously put resources to their tilt, but the other side is still constantly asking for more, "our company internal to the electric business of the budget so much, so many platforms need money subsidies, What are we going to do?

According to the "It Times" reporter learned that the face of the rising electric business platform, the group also want to make some of the name, so for different platforms to develop different strategies, "for example, to the Jingdong, we provide more men's products, on the Lok Bee Network, mainly to provide female products." Dick revealed that the group has already officially settled into the day Cat Mall, Jingdong Mall, Amazon China and Dangdang, is now embarking on the preparation of Tencent QQ Mall. But Dick said, some powerless, his occasional brow eyebrows also appear preoccupied.

Dick's biggest headache is the almost extortion, he said, "If a platform sells 30 million of our products, and we want 3 million of the promotion fee, up to 10%, we will not agree, this is much higher than the regular ratio too much." Dick said that the negotiation between the brand and the company was a game, and it needed to be negotiated according to each of the different activities.

Although the group has the courage to compete with online malls for years of brand Word-of-mouth and product sales, they still do not want to miss out on opportunities to co-operate with any one, "the way we use it most often is to subsidize products that are of the same value." "At the same time, we are planning to do different sets of products for different platforms to prevent them from obtaining products from other irregular channels and affecting product reputation." ”