warn! "Double Eleven Promotion" is strictly prohibited from rising first and then falling! 22 e-commerce companies were summoned to talk!

　　Starting from the 1st, the Double 11 battle has reached its climax.

　　Various discounts come one after another, but there are many routines. The most annoying thing is to raise prices first and then lower prices.

　　It is understood that during last year's "Double 11", Changsha's regulatory authorities conducted two-month integrity monitoring of the commodity prices of some Changsha sellers who conducted transactions on third-party trading platforms outside the jurisdiction such as Taobao, JD.com, and Tmall.

　　The results showed that 1,065 products had risen first and then fallen, of which 65.63% of the products had price increases on "Double 11" day, and 34.37% of the products remained the same.

　　This year, such things will be strictly controlled.

　　01

　　Slap in the face of the price "lowland"

　　12.66% first rise and then fall of commodity increases by more than twice

　　It was very cost-effective to buy a four-piece set of bedding for a certain brand with a price of 12,999 yuan, but monitoring showed that the original price of this product was 2,969 yuan.

　　During the "Double 11" period last year, the market supervision department of Changsha found through precise monitoring that among the 698 products that "increase first and then fall" in local e-commerce, the price of 17% of the products was not only not reduced on "Double 11", but the price was twice or even more than twice as high as the price in September.

　　Regulators started price monitoring from September 12 last year and lasted until November 12 of that year. The products monitored are some of the most popular product categories on e-commerce platforms.

　　During these two months, the prices of these commodities have shown an inverse 'V' change, but the increase is different. This shows that the double '11' discount promoted by merchants is sometimes just a gimmick, just using low prices to attract consumers to "shop".

　　Taking a bathroom cabinet of a certain brand as an example, the price monitored on September 12 was 1,299 yuan, and the price was raised to 2,199 yuan on September 16. The price on "Double 11" was 1,549 yuan, and the lowest price was on September 20, at 1,249 yuan.

　　The relevant person in charge of the Bureau’s Internet Supervision Office introduced that during last year’s “Double 11”, the monitoring technology agency monitored sellers in Changsha and found:

　　Among the commodities that rose first and then fell, the price increase was below 30%; among the commodities that rose first and then fell, the increase range exceeded 200%, that is, during the monitoring period, the difference between the highest price and the lowest price of these commodities is more than twice. In addition, there is a 10.17% increase first and then decrease commodity price increase range between 50% and 100%.

　　02

　　Nearly 70 % of the product price has been raised two months in advance

　　Judging from the online sales monitoring during last year's "Double 11" period, on various e-commerce platforms such as Tmall and JD, there were 40,166 stores opened by Changsha sellers, providing 32.9548 million products, and the online commodity transaction volume on the day of "Double 11" was 3.538 billion yuan.

　　Last year, the price of a certain brand of winter quilt was 2,399 yuan. According to the monitoring data, the price of this product was 2,399 yuan at the starting point of being monitored. It was adjusted to a price of 3,999 yuan on September 14, and then adjusted to 1,399 yuan at the end of October.

　　Such price changes are like ups and downs, which are elusive for consumers. However, most commodities that rise first and then fall still have certain routines.

　　According to monitoring, the routines of most e-commerce companies are:

　　In early September, the price of goods was still at a low price point, and a big leap began in mid-September, and then adjusted to a lower price point on November 11.

　　Taking a certain brand of men's casual pants as an example, the price it was posted on September 12 was 199 yuan, the price on September 20 was marked as 899 yuan, and by November 11, it was lowered to 249 yuan in the promotion. The price of the "Double 11" promotion is actually 50 yuan more expensive than the price in the regular period.

　　Statistics show that 67.7% of the price-raising products were two months ahead of schedule, that is, around September 12, and they began to think about prices. For products with 15.68% of the price increase products, the price will be increased one month in advance. Only 8.92% of the price-raising products were raised only one week before "Double 11".

　　In addition, in terms of categories, the price system of commodities such as health foods and infant formula is relatively constant, and the price changes during the "Double 11" period are very small, and some of them only fluctuate around a few yuan.

　　Compared with the price elasticity of home decoration products, the price of a certain brand of home furnishing fluctuates willfully between 528 yuan, 698 yuan, 2199 yuan and 328 yuan in two months.

　　03

　　The Market Supervision Bureau summons 22 key e-commerce companies

　　"It is strictly forbidden to rise first and then fall"

　　On November 1, the Beijing Municipal Market Supervision Bureau stated at the administrative guidance symposium on the "Double Eleven" online promotion activities jointly held by five departments: e-commerce platform companies should promptly discover and stop illegal acts such as fictitious original prices, rising first and then falling, and failing to fulfill price commitments during the concentrated promotion activities, and conscientiously fulfill their obligation to clearly mark prices.

　　Online advertising: ban on the issuance of prescription drugs and tobacco advertising consumer protection rights: the platform assumes the first-question responsibility and implements compensation and pays first

　　Concentrated promotions must not make up the original price, first increase and then lower the sales of health products in the special zone, and mixed operations must not claim that "franchise stores" strengthen security monitoring and early warning, and strictly prevent all kinds of telecommunications and network fraud.

　　In the afternoon of the same day, the Shanghai Municipal Market Supervision Bureau took the lead in convening 22 key e-commerce companies in the city, including Pinduoduo, Meituan Dianping, Gome Online, Xiaohongshu, Ele.me, Jianyi.com, Pharmacy.com, Tuhu Car Maintenance, and Yangmatou, to hold an administrative interview meeting on "Standard 'Double Eleven' Online Centralized Promotion Activities", informing the online market that there are false propaganda, some products have quality problems, and arbitrarily changing the promotion rules, and requiring e-commerce companies to carry out centralized promotion activities in accordance with the law.

　　The market is fair, and clear price tags are the bottom line. By relying on small actions to trick consumers, they will only smash the Double Eleven sign.

　　You should know that if you lose your reputation, no matter how much discount you give, it is difficult to exchange for trust.

　　Consumers have a scale in their minds, so merchants must be clear about this.