As the saying goes, "Some brands really don't boast!" ”
Just last week just boasted of the "Richemont top card" Cartier double 11 during the Tmall platform achieved good results, worthy of other peers to learn well, this week on the overturn, first to tell you about the ins and outs.
Recently, Mr. Lian of Hangzhou walked into the Cartier counter of Hangzhou MixC, looked at a brooch of more than 1 million yuan (did not buy), and later purchased a "leopard head" bracelet. This bracelet is powerful, the public price is 413,000 yuan, and there is no discount for a penny. The result was discussed behind the scenes by the clerk, which probably means well, you know!
This act obviously deeply hurt Mr. Lian. What makes Mr. Lian even more angry is that when he bought the bracelet, the points he should have obtained have not been given, and when he went to the manager of the store, the manager's attitude was very indifferent, which undoubtedly deeply hurt Mr. Lian's heart.
The next day, Mr. Lian felt dizzy due to excessive anger, so he went to the hospital for examination. In the outpatient medical record, we can clearly see vestibular neuronitis, the word recommended for hospitalization, it seems that this problem is really quite a lot. Subsequently, Mr. Lian went with the reporter to the Cartier counter in Hangzhou MixC to ask for an explanation, and still did not get the desired apology and related medical expenses compensation.
If you have paid attention to this news, the relevant videos should have also been seen, in short, it is the story of "rich people who were disliked by Cartier clerks for no money, and were angry to be hospitalized".
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First, in the domestic luxury industry, whether it is a brand side or a terminal sales store, it will create a "high above" atmosphere. Whether it is decoration, location, clothing, restriction of crowd flow, in-store services, etc., there is a clear difference from ordinary brand stores. It is this kind of luxury brand that is "inherently superior" that gives some practitioners with a bad mentality an inexplicable sense of superiority, and this sense of superiority does not match their social identity.
We can observe a detail, Mr. Lian mentioned that from last month to now, there are more than 2 million spent in the MixC, from his wrist Jaeger-LeCoultre complex watches and Hermès platinum packages, it is obviously a high-net-worth person with spending power. Judging from the record of consumption points posted, they are all a series of big names, and this Jaeger-LeCoultre watch and platinum bag should not be rented.
In this incident, cartier clerks made a very fatal mistake by discussing the customer's right and wrong in front of the customer. If you encounter some customers with a larger pattern and a larger volume, there may be nothing to do. As everyone knows, Mr. Lian is a glass heart, and he was so angry by a few words from the Cartier clerk that he was even hospitalized.
Here, it is clear that the behavior of Cartier store staff is definitely not compliant, but it is a common phenomenon in the industry. Regarding such a phenomenon, Mr. Lian, as an adult, should have some understanding. When things happen to themselves, as a high-net-worth person who can control a lot of money, he should have a strong heart that surpasses ordinary people, but Mr. Lian does not, which is one of the key reasons why the incident can be concerned.
Second, what is more embarrassing at present is the indifference of cartiers. First of all, the personal behavior of cartier clerks, even if they are ridiculed or even insulted in person, cannot be forensics and are not illegal. It is difficult for the relevant responsible person to deal with it. Moreover, as of press time, the Cartier brand and the Hangzhou MixC store have not issued an official statement on the incident. The related joint losses of the working hours and medical expenses delayed by Mr. Lian, whether it is the brand side, the Hangzhou MixC store, the Hangzhou MixC shopping mall, it is difficult to say clearly, who will compensate in the end, and what the amount of compensation is, or unknown.
In this case, there is another point of concern afterwards. That is, how much does it cost for Cartier store staff to "gas once a customer", which will be measured in money and become an industry standard. Well, kind of laughed. The impact of this incident on the Cartier brand side is already difficult to make up, and judging from the reviews, almost no one will stand on the brand side to speak. In many consumer rights protection incidents, we can also see that some big brands have repeatedly prevaricated with their market positions, and finally caused an irreparable public relations crisis.
Third, the question of points on the spot at the counter. In Mr. Lian's rights protection appeal, one of the points is that he requires consumption points in the store. This consumption is 413,000 yuan, and the market value of the converted points is thousands of yuan. According to industry insiders, the value of this point may be higher than the clerk's single sales commission. Why this point was not entered into Mr. Lian's account in time, I think everyone should also have a little number.
In fact, such a situation often occurs in real life, and few consumers will pay attention to this, unless you often have the habit of consumption and understand the rules of the points. Here, we can also be very clear that in this incident, Mr. Lian's huge consumption points were not entered in time, and the Cartier store is irrefutable. As for the various black-box operations here, if they do not touch the actual interests of Mr. Lian, few people should care about this issue.
Write at the end
Friends familiar with our team will know that we have set up the country's first watch protection group, which can unconditionally provide legitimate consumer rights protection for domestic watchmen, and have solved disputes over watch rights protection for dozens of watch friends so far. In this incident, cartier's clerk's disrespect for the customer has obviously hurt the customer deeply. We believe that if a brand cannot give customers a minimum of respect, it is doomed to not be recognized by customers. As a customer who spends a high premium to buy luxury goods, the corresponding behind the high premium should also be high-quality services. Without an equal communication and exchange posture, such a brand will one day pay for its pride. Finally, I wish the fans who pay attention to us to drive a good car, wear a watch, and make a fortune; I wish our peers who pay attention to us a lot of food; and I wish that we can continue to share a happy life with everyone. Bye bye!