On the occasion of the full opening of the "double 11" pre-sale war, the Jiangsu Consumer Insurance Commission pointed out that the goods have a guaranteed price commitment and are not insured, and be careful that businesses drill the insurance system.

If the price of the product falls during the insurance period, the merchant shall compensate the consumer for the difference. The most direct role of the insurance system is to restrict merchants to raise prices first and then lower prices, and to carry out promotions with false concessions, which is generally beneficial to consumers. Therefore, this year, some platforms have taken measures to extend the insurance time from 15 days to a maximum of 27 days, trying to reflect their sincerity. However, according to the experience of previous years, the purchase page of most goods usually does not show the exclusion rules of the insured price, and it is still difficult for consumers to apply for the difference. There are also businesses in order to circumvent the insurance rules, the original product off the shelf, re-on the new purchase link or change the name of the product. All kinds of routine, in fact, businesses are not willing to really yield profits, and want to eat promotional fruit, not only suspected of false publicity, but also contrary to the principle of good faith management.

The insurance system appeared with the "double 11" promotion cycle. Since the birth of "Double 11" in 2009, the number of participating merchants and consumers has increased, the variety of goods has been enriched, and the sale period has been extended from the initial 1 day to more than 20 days. Taking Tmall as an observation sample, the relevant person in charge recently revealed that the first "Double 11" only 27 businesses signed up, and the 14th "Double 11" this year has a total of 290,000 brands from around the world to participate, in addition, multi-platform business is the norm. The platform elongates the promotional time line, so that there is sufficient time to fight for business resources and seize publicity advantages. Extending the promotion time and ironing out the peaks can also reduce the pressure on businesses in stocking, warehousing, logistics and other links, and is particularly friendly to small and medium-sized businesses. The insurance system is a key support to attract consumers to place orders in advance and disperse the order pressure on the day of "Double 11", and consumers can not only shop calmly, but also buy early and enjoy early, so the tolerance of multiple rounds of promotion is higher.

Some merchants play tricks on the insurance system, which is easy to return part of the price difference after collective complaints like some brands last year, and will hurt consumers' trust in the "Double 11" multiple rounds of promotion. Especially when the e-commerce festival is normalized, more and more low-cost channels such as live broadcast with goods, consumers do not have to wait for "double 11" to buy affordable goods, practitioners need to show sincerity, use better service to leverage the consumer market, and maintain the influence of "double 11".

The China Consumers Association pointed out in the 2021 "Double 11" consumer rights public opinion analysis report that the many problems exposed in the hot spots of public opinion, whether it is price disputes, false shipments, or platforms, may be the internal contradictions externalizing the peak of the "Double 11" traffic effect this year. "Double 11" promotion, more sincere, less routine, I do not know how many times I have said. In the stock era, the double improvement of commodity quality and service level, the improvement of commercial sincerity and marketing reputation is the wise way to respond to consumer demands and continue the development.

Source: Nanfang Daily