According to news on November 5, CCTV recently spoke, calling for less routines on Double Eleven and more sincere benefits. It was during the Double Eleven Promotion Festival that CCTV expressed the voice of many ordinary consumers. However, whether e-commerce platforms and online stores can make great efforts to rectify, I am afraid that the supervision and regulation of relevant departments will still be needed. Because e-commerce promotion festivals such as Double Eleven and 618 will affect a large number of online shoppers, relevant laws and regulations must be promulgated and improved. Clarify the responsibilities of e-commerce platforms and online stores, hold relevant personnel accountable in accordance with the law, and protect the legitimate rights and interests of ordinary consumers.
What marketing routines exist on Double Eleven
Double Eleven is purely a promotional festival that was hyped up by e-commerce platforms. Of course, JD.com and Taobao are the biggest beneficiaries. If consumers really buy high-quality and inexpensive products on Double Eleven, it will be beneficial to consumers. However, during the Double Eleven period, some online stores tried to deceive consumers by modifying the prices of goods to create the illusion of discounts, that is, it is more common to raise prices and then lower prices. Or during the e-commerce sales promotion festival, some unqualified and expired products are sold to consumers. Due to the influence of Double Eleven, many consumers who do not know the truth are deceived and have nowhere to complain.
The e-commerce platform is to blame
As the two major domestic e-commerce platforms, JD.com and Taobao both have the responsibility to supervise the online shops on the platform, and promptly deal with shops that violate regulations. However, due to the close interest relationship between e-commerce platforms and online stores, it is very difficult to purify the platforms alone. Relevant departments must strengthen the supervision and management of online shop operators. Of course, e-commerce platforms must also cooperate and support. The threshold for opening an online shop is relatively low, and there is no need to apply for a business license and pay taxes. This makes some online store operators take the risk and sell low-quality goods, even fake and shoddy goods through e-commerce platforms. It is indeed very difficult to crack down on a large number of online stores.
Must crack down on various e-commerce marketing routines
In order to maximize profits, major e-commerce platforms will frantically build momentum during the promotional festival to stimulate consumers to shop. Various marketing routines will appear, such as: hungry and thirsty marketing, online celebrities bringing goods, etc. But as a consumer, it is better to be rational and avoid being tricked by merchants and online shops. The biggest difficulty for relevant departments to crack down on various marketing routines is obtaining evidence. During the e-commerce promotion festival, consumer complaints will soar, such as product quality problems, loss of express parcels, etc. However, what makes consumers most dissatisfied and criticized is marketing routines. Consumers have become lambs to be slaughtered, and there are always some deceived consumers.
Several years have passed since Double Eleven. This year, driven by live broadcasts, we believe that the sales performance of e-commerce platforms will reach new highs. However, consumers have gradually understood the various marketing routines during the e-commerce promotion festival, and they will be more sensible towards the "Double Eleven".