“Double 11” shopping festival, less routines will not work

Reassuring consumers and shopping with peace of mind is the “double 11” as the root of shopping carnival.

Since November, the outpost of the “Double 11” shopping festival has started. Consumers are excited to buy pre-sales and add shopping carts, and accidentally fall into the marketing trap set by the merchant. Buy a product to collect five or six kinds of coupons, discount SMS bombing mobile phone is filled with promotional information, first price increase and then price reduction, the price “does not fall back”, said that the good offer is not gone … all kinds of Chaos, not just one.

Since the “Double 11” was first used as a “shopping festival” by the E-Commerce platform, this day has gradually developed into the most important E-Commerce festival in China, and even began to go global. “Double 11” witnessed the development of China’s E-Commerce, and also mobilized the consumer’s enthusiasm for consumption, and played a role in the consumer’s online shopping enlightenment.

However, as transaction data has risen year after year, various marketing routines have emerged, causing many problems for consumers. “Double 11” is not only a carnival for online shopping, but also a peak period for all kinds of infringement of consumer rights.

The development of the E-Commerce industry has greatly facilitated the lives of the people and stimulated the vitality of the market. With the development of online shopping habits, the consumer’s mentality has also changed. Consumers not only want to buy affordable goods from the Internet, but also put forward higher requirements for the quality of goods and services.

For E-Commerce platforms, this means that the marketing model of “savage growth” must change. The E-Commerce platform must strengthen the fulfillment of platform responsibilities on the basis of matching transactions, and make more efforts in platform governance, information disclosure, fair competition, and consumer rights protection. By strengthening the supervision of the settled businesses, it promotes its integrity and law-abiding operation, and allows the shopping festival to completely bid farewell to unreasonable false promotions, so as to better protect consumer rights. Reassuring consumers and shopping with peace of mind is the “double 11” as the root of shopping carnival. If consumers are trapped everywhere, how can consumers revel in?

Not long ago, representatives of 10 home appliance companies such as Alibaba and Jingdong signed the E-Commerce Integrity Convention, which advocated seven aspects: authenticity, virginity, objectivity, protection of data, effective reward and punishment, open sharing, and trustworthy performance. The E-Commerce platforms are serious about implementing the Convention. Whether the platform can truly implement the convention still needs to be seen. Some businesses have obvious violations of laws and regulations, such as price increases and discounts, which are typical frauds. The platform must take measures to regulate and govern.

Since January 1, 2019, the “Electronic Commerce Law of the People’s Republic of China” will be implemented soon. The E-Commerce Law is the first comprehensive law in the field of E-Commerce in China. It provides a legal basis for safeguarding the legitimate rights and interests of the main parties of E-Commerce and regulating the relationship between consumers and E-Commerce operators and operators within the platform. This year’s “Double 11” is a test before the E-Commerce law. In this regard, the market supervision department should act positively to protect consumers from shopping.