Three sins of promotion: Raising the original price and canceling the order for no reason

November 14 Taobao Mall "Double 11" promotions all day turnover exceeded 3.36 billion yuan, refreshing the domestic electric business daily sales record, Jingdong Mall, Dangdang and a number of vertical web sites have also followed up.


But according to a number of consumers involved in promotional activities and research on sales promotion cases, the industry revealed that behind the lively promotional activities, hidden a variety of problems, and the problem is mainly focused on sellers to raise the original price discount, no reason to cancel customer orders and delay the delivery of goods three aspects.


increase the price of goods


according to Netizen revealed, in the Electric Business website starts Singles festival promotion, oneself on a certain well-known footwear website phase a Nike sports shoes, the commodity price is 443 yuan, the counter hangs the premium to 699 yuan, is equal to 65 percent sells. "If you wait until 50 percent of the promotional activities, you can spend a little over 200 dollars." But when the singles day to the next single found that the same price of goods into 699 yuan, 50 percent after the price of 349 yuan, but usually cheaper than the usual price of less than 100 yuan.


participate in Taobao Mall part of the brand shop promotional activities of netizens also complained that sellers are generally in the increase in the price of goods after the 50 percent promotion, in fact, "full 50 percent" is only a gimmick, the user did not get the real preferential prices.


Taobao Mall public relations in charge of this said, Taobao Mall to participate in the activities of the merchants set a higher threshold, such as the ban on price discounts, must be shipped within a week, credit scoring needs to reach a certain value, "if the violation, consumers can be within the corresponding period of complaints to initiate complaints, in addition to a full refund, Consumers can get the actual price of a single commodity (excluding postage) of 10% of the compensation, the upper limit of 100 yuan, so as to avoid the appearance of fake 50 percent goods, but also to ensure that the user experience during the activity. ”


But there is a mall sellers said, "High price has become the secret of the electricity sales promotion, but in order not to allow users to find the previous sales records, you can take the first to remove the promotional goods, and then new prices to the shelves of the way."


inaccurate calculation of inventory order cancelled


in a large number of users complain about the high price of sales promotion, but also a lot of users through micro-blog complained about Taobao Mall several well-known brand flagship store to cancel the orders have been paid for no reason. "Discount activity is really a big deal, even Adidas this has been very reliable brand also become unreliable, casually put a statement, it is a matter of course to cancel the user has completed the order of payment, have to say that the electric dealer this unscrupulous way has been overdrawn consumers have just established the trust."


also had consumer disclosures, the baby stroller that I purchased on the morning of November 11, after paying by credit card, the order status has been shown as "buyer has paid, waiting for seller to ship", but after half an hour found that the order status has changed to "refund processing", refund type is "seller has shipped, the buyer did not receive goods Full refund ".


, the industry analysts said, participate in 50 percent promotional businesses are facing a great risk, on the one hand, to keep the stock, on the other hand to ensure pre-sales, after-sales service, "most of the business background system can not withstand an hour or hundreds of or thousands of of orders, if the inventory can not follow the sales volume changes, it is easy to cause oversold, So sellers reluctantly can only use a variety of reasons to force the next baby or cancel the generated orders.


service capability saturation delay delivery or delivery


Although Taobao Mall for the 2011-year Double 11 promotion to mobilize more than 400,000 people's logistics and distribution team, but when the total number of orders more than 30 million, the back end of the weak service capacity is magnified.


has buyer feedback, because Taobao Mall in advance "must be shipped within a week, the arrival of delay to compensate consumers," and other rules, this year, the Seller shipments and logistics distribution speed is indeed a lot faster. But due to several major domestic courier companies in the week after the Singles Day will face a surge in distribution orders, delivery speed will be delayed 2-3 days than weekdays.


Taobao Mall officials said, "we began to deploy resources from September, with 9 Express companies signed an agreement to ensure that Taobao mall double 11 goods can be delivered to consumers in time." But do not rule out partial order delay, especially in the three or four-line city.


data show that 2011 Taobao Mall "Double 11" 50 percent promotional activities in merchandise sales, sales of tens of thousands of million-dollar sellers number, customer unit prices and so on to refresh the sales promotion records. According to Taobao Mall official data show, Taobao Mall Singles Day Alipay turnover breakthrough 3.36 billion, the same date last year, trading nearly 4 times times, while Taobao, Taobao mall Alipay Total trading breakthrough 5.2 billion. Combined with other mainstream corporate sales of the website to fight, this year, single power saver Sales total is close to tens of billions of scale.