To standardize the promotion of electric dealers must rely on legislation

"Double 11", "Double 12", "Doomsday Promotion", "The end of Rebirth big Promotion", "Christmas Big Promotion", "year-end big promotion" ... At the end of the year, crazy price wars and promotional battles have never stopped. Where customer Prudential Products launched 1 Yuan, 3 yuan, 5 yuan super low price promotional activities, so many netizens crazy for it, "the annual most generous to create fashion carnival month", which is still a product network shouted slogans; In addition, the days of the cat, Suning easy to buy, Beijing-east and other electric business enterprise is your side to sing my stage.

In fact, behind the promotion often have many hidden dangers, how crazy promotions, there are more embarrassing services. According to 12315 consumer Complaint Center, 2012 has received online shopping complaints 25,649, accounting for 52.3% of total complaints, compared with the same period (8,962) increased by 1.86 times times.

Recently, the Beijing Municipal Bureau of Commerce and Industry, the Beijing Commerce Commission, the beijing-based E-commerce Association convened 44 E-commerce merchants signed the service proposal, request the website to hold large-scale promotion not only to the industry and Commerce Department to bring the record, but also have emergency event handling program. The industry is concerned about whether the proposal can achieve the desired effect. Some experts believe that, fundamentally speaking, the state should introduce E-commerce law as soon as possible to standardize the promotion of sales behavior.

Beijing Business University School of Economics professor Thy billows in the interview with our correspondent said that the current Chinese E-commerce development model is still immature, price competition has become the main means of industry competition, this will not only lead to consumer fatigue, and service, quality level will also decline, will eventually disrupt the consumer market order, will also reduce consumer spending power.

"Electricity sales promotions seem to be good for consumers in the short term, but there is a big risk lurking behind them." "China Electronic Commerce Research Center analyst, Network retail Department director Mo Dai Green in an international business newspaper reporter interview, said that the electric dealer big dozen price war, crazy promotion, will because the service cannot keep up with the consumer benefit. Moreover, because of the power of crazy promotion is basically big electric business enterprises, "this is easy to squeeze small and medium-sized electric business enterprises, the final formation of oligarchy effect, not conducive to industry development." ”

And a spate of promotional battles has also made employees feel exhausted. "We worked overtime for the last few days, and we had to work shifts, which made people feel very tired," he said. "In a well-known electrical business enterprise engaged in technical work of Liu Wei told reporters, during the price war, the company in order to product on the line need to work overtime to the middle of the night, and warehousing logistics also need to secondment Technology Department of People," every time the sales promotion war, I hope this will be the last Liu Wei said.

At present, 44 electric dealers have signed the "online retail business promotion of customer service proposal", including the commitment to repair, replacement, approval, the initiative to consumers to issue consumer vouchers or documents, to ensure the authenticity of information, price accuracy, do not make false promotions, such as 8 commitments. Moreover, the website implements the large-scale promotion, the shop celebrates the activity before should bring the record to the Industry and Commerce Department, and must develop the complete customer service emergency incident handling plan, the guard against the group and the vicious complaint event occurrence.

The current sales promotion campaign is in full swing, analysts are worried about whether the proposal can achieve the desired effect. Through the standard, the electric trader can guard against vicious price war and vicious promotion in advance, and help to protect consumer's rights and interests, and push the market gradually to the track of benign development. However, Mo Dai Green pointed out that in the actual operation may not be able to do so, the current electricity business does not form a mature profit model, price war may also be in a long period of time, vicious promotion also difficult to eliminate in the short term. "I have been calling for the introduction of E-commerce law. "Your billows said, rely on the agreement of some enterprise alone, it is difficult to achieve the desired effect." Fundamentally speaking, on the one hand, enterprises need to find their own development model, to avoid homogeneity, on the other hand, the state should soon introduce E-commerce law to promote e-commerce and physical store coordination and integration development.

In addition, Tan Chenhui, an American network worker who has long been concerned with E-commerce, says the promotion and the price war are the common behavior in the enterprise competition, may also push the enterprise to improve the efficiency, but in the long run, whether the electric business enterprise survives depends on whether can create the value for the consumer, this needs the electric business enterprise to enhance the Prestige, the service and the product quality.