Losing tens of millions, another "Top 500 Brands" store was guilty

Operational errors seem to have become a routine for merchants...

Following the 361° children's clothing flagship store, Deya Milk, and Yuanqi Forest, this "Top 500 Chinese Brands" domestic product also followed suit and was fleece and suffered heavy losses!

However, there are no such many coincidences, and they often lose tens of millions of dollars. Is the management level of these merchants really so unbearable?

01

Another big brand has been heavily educated

Late last night, the domestic brand Jie Rou topped the hot search on Weibo!

On September 17, due to the price setting error of the operators in Jierou's official live broadcast room, the original price of 56.9 yuan/box was accidentally set to 10 yuan/6 box , and it was instantly snapped up by users.

According to statistics, the paper towels after the price change were finally sold for more than 40,000 orders, with a loss of more than 10 million.

6 boxes for 10 yuan

Two days after the incident fermented, Jierou issued an official statement on September 19, mainly with the following two points:

• Due to its own mistakes, the product's selling price is far lower than the cost price . In just a few hours, a large number of orders were generated, causing the company to suffer huge losses.

• Once the incident was discovered, the company held an emergency meeting and unanimously decided that although the losses were huge, it was necessary to maintain Jie Rou's foundation - integrity and users.

At the same time, the company also made a promise that all orders will be shipped normally. For users who do not want this product, we accept communication and negotiation of other processing solutions.

In this regard, many netizens believe that this operation seems familiar.

Compared with 361° children's clothing flagship store and Deya Milk, the same operation error is the same and the same solution.

In public opinion, support and doubts are heard one after another:

Suspicious

Supported

Later, a reporter asked Jierou's official customer service whether this incident would have any impact on the company's future operations.

Customer service said: "The tissues will be sent as they are. After all, the company made a mistake and it is also necessary to bear the mistake. As for the operation, there is no need to worry, the company will handle it properly."

Why do such incidents occur frequently? What should consumers believe in facts and routines?

02

Consumers, refuse to be fooled

Consumers’ feelings and trust should not be trampled on.

The behavior of some merchants has led to the phenomenon of "bad money driving out good money", making it difficult for consumers to believe that merchants make mistakes in operation and cause huge losses.

After all, there are no such many price settings that are improper, and the company's internal system will not be so fragile.

There are several similar incidents where merchants have price errors:

First, in the early morning of July 28, 2023, the 361° children's clothing flagship store made a mistake in price setting. It took only half an hour to get bald and the losses were as high as tens of millions;

During that period, users could buy boys' sneakers with a price of three to four hundred yuan, and were fetched for nearly 200,000 yuan;

On the same day, 361° officially issued a statement that the orders generated during that period were shipped according to the normal process, which attracted praise from many netizens.

Second, in June 2023, a store called "Handu Yishe Weili Store" issued a store closure announcement, begging consumers to refund.

Due to the wrong coupon setting of the store's operators, shoes that were originally worth more than 100 were sold at a very low price of a few dollars, instantly attracting thousands of orders and losing more than 400,000 yuan.

Third, in September 2022, the same was true for the operators of Deya Tmall flagship store , setting the original price of 112 yuan/30 boxes of milk to 18.6 yuan/30 boxes. In just one night, the merchant lost more than 7 million yuan;

Fourth, during the October 2021 promotion, the price setting of Yuanqi Forest operators made an error, resulting in consumers being able to purchase 36 bottles of sparkling water worth about 216 yuan, generating orders worth tens of millions;

After the incident, Yuanqi Forest issued an announcement begging consumers to apply for a refund, saying that they would send each of these consumers who placed an order a box of white peach sparkling water (15 bottles) as compensation.

In this regard, some netizens believe:

"The price warning system is already very complete, and price errors really do not exist."

"Can you win if you sue a merchant? How can the merchant prove that he was a misoperation?"

"The backend has a protection mechanism, and less than 30% of the main account requires the main account to enter the password. Just fool the customer."

Of course, there may be real cases in this, but as long as consumers have been deceived, it is difficult to have a passion for support.

How can this situation break and rebuild a healthy and good trading ecosystem?

03

The core magic weapon for the sustainable development of merchants

Merchants, stop being fleece-style marketing.

Consumers are not fools. If merchants blindly take the attitude of selling miserable things and gain traffic, their path will only become narrower and narrower.

The seemingly seamless plan earns traffic, but actually loses the trust of consumers.

Water can carry a boat, but it can also overturn it. Once discovered, it will be criticized and difficult to erase.

For example, although three years have passed in Kuaishou Simba's "Sweet Water Bird's Nest" incident, it is difficult to bypass when it comes to mentioning him, and the Internet has memories.

Moreover, there are some malicious wool parties, eagerly looking for merchants' price mechanism loopholes and making huge profits from it.

Faced with these situations, merchants should abandon this kind of miserable marketing, do things down-to-earth, and improve their internal operation system.

If you do it impeccably, you will naturally be favored by consumers.

For example, Hongxing Erke, in July 2021, there was a severe heavy rainstorm in Zhengzhou, Henan Province. This domestic brand announced that it would donate 50 million yuan of supplies to the disaster-stricken areas despite years of losses.

It is highly praised by consumers. During the Hongxing Erke live broadcast, a large number of netizens flocked to his live broadcast room to shop; although the anchor shouted "rational consumption" many times, netizens also strongly supported it with "wild consumption".

In short, merchants should not try to deceive consumers, as it is tantamount to playing with fire. Only by sharing win-win results with consumers and deepening the trust of users can we go further.

An honest and mutually beneficial transaction ecosystem is the foundation for the sustainable development of merchants.