Recently, the female anchor of Douyin, who accused the Pinduoduo platform, "LILCC", suddenly "caught fire".
Looking at its Douyin account, it found that as of March 14, it had released a total of 106 video works, and among the 21 recently released videos, 18 had more than 10,000 likes, and the highest had 139,000 likes. Among the 85 videos previously released, the most likes were only in the early 4,000s, most of which were double or triple digits.
Watching these videos carefully, they are all saying the same thing - as a Pinduoduo seller, she was scolded by the buyer and did not return the mouth, and the platform also wanted her to lose money, and she could not do it anymore (now she has withdrawn from the store).
Things are not complicated.
To put it simply, after a buyer bought a product worth 98.9 yuan in the Pinduoduo store opened by the female anchor, he said that the "child clicked the mistake" to return it. After a series of complex "confrontations", after the buyer and seller solved the problem of return refund, due to buyer complaints, the seller was fined 98.9 yuan by the platform after the refund (consistent with the price of the goods).
Plus pay the buyer return shipping fee of 11 yuan, and the seller's previous shipment freight of 6 yuan. Counting down, this single seller was scolded and did not say, but also lost more than 100 yuan. The seller was angry, and then quit the store.
It's not easy either.
Behind this involves a series of issues such as the number of white prostitutes who have been criticized by Pinduoduo merchants, the buyers of the platform's bottomless stations, the seller's appeal difficulties, whether the platform's "refund only" and "fast refund" are reasonable in handling disputes, and whether the platform has "custody with penalties" in merchant management.
In the process of flipping through the video message, the author found that there are not a few Pinduoduo sellers who have encountered experiences like female anchor LILCC.
In a variety of transactions, Pinduoduo merchants face various problems such as unreasonable rights and demands that have not been effectively protected, loopholes in the platform review mechanism, and too difficult for merchants to protect their rights, which makes many merchants flee Pinduoduo.
Not only is LILCC "on fire", but also on fire for Pinduoduo sellers
The "fire" of LILCC is a little different from the general vibrato anchor. As of now, her Douyin fans are only 53,000, which is far from being a big V in Douyin, but her fans are very active, far beyond the average big V.
The top three videos have 8.2W, 13.9W and 4.1W likes, but the comments are 1.5W, 3.2W and 1.9W respectively, which is a frighteningly high interaction rate.
Looking at the video message again, it can be found that it is not that she is a hot person, but that the matter she said made many people pinduoduo sellers on the "fire", which caused heated discussion.
According to LILCC, the video mentions that the buyer surnamed Park first wanted to "white prostitute" her goods - for example, when the first return was refunded, it was filled in with the wrong logistics information. "White prostitute" goods can not be done, and want to "white prostitute" her money - after the return of the refund is successful, but also complained to the seller, and finally the seller was directly deducted.
LiLCC's similar experience is not uncommon among Pinduoduo merchants, which can be seen from the merchant complaints that can be seen everywhere in its 21 videos and nearly 11W messages, many of which have withdrawn from Pinduoduo.
And these similar experiences have aroused the anger of many Pinduoduo merchants. There are even many merchants who say that they want to "crowdfund on the hot" and "crowdfund to protect rights".
Looking at the message, you can find that the merchant mentions mainly includes the following aspects:
First, merchants have been deducted and complained about for various reasons.
For example, some shopkeepers mentioned that after the buyer made a wrong order and refunded it without reason, the goods were not returned, and the goods were refunded.
For example, a seller sold a down jacket with a fur collar for 328 yuan, and the buyer applied for a refund to return a short cotton jacket without a fur collar, and the platform also refunded it. For example, a shopkeeper who sells flower tea said that the guest drank half a box to be refunded, and after being rejected by the seller, he was actually approved by customer service, and then the seller was also complained...
Second, the platform review mechanism is not perfect, resulting in inconvenience to appeal.
Some stores said that Pinduoduo's customer service complaints were not accepted for a long time and did not reply, and customers delayed time to talk, but there was no substantive progress. The female anchor LILCC of this incident also waited for 14 days after the appeal, and then waited for the platform customer service phone, and after some communication, the fine was still not refunded.
Third, there are too many white prostitutes on the platform. Because merchants must forcibly check the function of agreeing to return without reason and only refunding on the Pinduoduo platform, coupled with the trouble of appeal, many white prostitutes are prevalent on the platform, and it is difficult for merchants to protect their rights and interests.
Odd even faction mentioned in the article "Merchants Escape from Pinduoduo" that in Pinduoduo, in addition to some buyers' casual "white prostitutes", there are even some professional Pinduoduo white prostitutes, who not only have communities, but also common routines, such as false receipt law, refund appeal law, false single number law, product quality law and commodity complaint law.
Punishment is numerous, how did the "vicious circle" of Pinduoduo form?
Of course, there are no gratuitous fines in this world, and the reason why Pinduoduo merchants face many penalty rules has to start from the history of Pinduoduo.
As we all know, Pinduoduo started from the sinking market, with low prices + social as a weapon, and rose rapidly in just a few years. It's a good path, and there's nothing wrong with the pattern, but it can cause some problems.
First of all, looking at the social model, most of the initial Pinduoduo users came from WeChat, such as "slashing a knife" between acquaintances in the WeChat community, the rapid fission of this social model, and the "word of mouth" spread based on the user's "trust". Just imagine, the use of social communication things, once the word of mouth is not good, the efficiency of social communication will also be greatly reduced.
Therefore, in order to take care of the user experience, Pinduoduo has many relevant regulations. For example, if the business response time is slow, the store weight will be affected. Another example is that slow shipment will be charged and become the user's coupon. For example, customers have some possible unreasonable return needs, and they will try to meet them.
In order to take care of the user experience, the rights and interests of merchants will naturally be affected. In fact, all consumer platforms will relatively take care of the user experience, but Pinduoduo did not weigh the balance of the rights and interests of the two parties, but a bit too much.
Let's look at the low-price model. On Pinduoduo, the price of many products is not high, which means that most of the merchants make money by walking. Therefore, many times, some merchants will also compromise in the spirit of "calming things down", such as some low-priced products, counting subsidized buyer return freight, one after another, in fact, it is not as good as "refund only", indirectly contributing to the formation of this trend (referring to the early traffic dividends, fast-making businesses).
Among the users attracted by the low price, some people have a "greedy and cheap" mentality in comparison, and those who have done e-commerce know that the higher the price users, the less they like to talk about the price. This is also why the platform has a variety of strange "shop owner wool" strange phenomenon.
Another point is that Pinduoduo adopts a strategy of "wide in and strict out", of which "wide" means that the entry threshold of merchants is not high, and if they pay a certain deposit and pass the automatic review of the system, merchants can release goods on the platform.
And "strict" means that the platform is very strict in the follow-up management of businesses, all of which have various deductions, and even once was called "many penalties".
The two influence each other, and the wide advance means "mixed fish and dragons" and must be "strictly managed". However, "strict management" is not "custody with penalties", which is where Pinduoduo merchants are dissatisfied. For example, in 2018, a large number of merchants gathered at the headquarters of Pinduoduo to denounce the "business rights protection" storm in which order funds were frozen and the appeal channels were not smooth.
It is precisely under multiple factors that Pinduoduo has been criticized by merchants for "too much punishment", forming a "vicious circle".
Merchants flee from Pinduoduo, not just without a "sense of security"
If it is said that the merchants have many penalties on the platform and the inconvenience of appealing to escape From Pinduoduo, it is because of the lack of "security". Then the sharp decline in traffic is another major reason for merchants to flee Pinduoduo.
After all, the world is bustling for profit, the world is bustling for profit, if you can really make money, many merchants are definitely willing to endure, after all, in the business field, no one can't go with money. In addition, Pinduoduo's previous fines were not many. But if you are scolded and punished and do not make money, it is really unbearable.
Now, we see a lot of Pinduoduo merchants on the Internet sighing, a few years ago to do Pinduoduo, only rely on natural traffic to do casually can make money, but in recent years, it is not good, even if you spend money to burn through the car, it is not as fast as before. "The old number does not push the flow, the new number can not do it" makes many merchants feel very uncomfortable, in fact, the reason is simple.
First of all, as far as the scale of Pinduoduo itself is concerned, it has passed a period of rapid development, and the overall traffic and scale of the platform in the past have risen, and the traffic of merchants has naturally risen. Today, Pinduoduo has more than 800 million users, and the space to explore further is very limited.
As a result, platform players can only "roll in" in the stock, some small and medium-sized stores without supply advantages, there is no advantage in the "price war" - natural traffic is taken away by large players with price advantages, burning through trains to sell low-priced products and making limited profits, and can only return to Taobao and other platforms.
Second, Pinduoduo missed the live broadcast and video dividends, at least failed to take the lead. As we all know, a large part of the rise of Pinduoduo is to eat the dividends of the sinking market. However, in the past few years, live e-commerce and short video belt goods, Pinduoduo does not have much "sense of existence".
How hot Taobao live broadcasting has been in recent years, how regretful it is to pinduoduo live broadcast. Not to mention that there are platforms such as Douyin and Kuaishou. Nowadays, Pinduoduo is also adding video and live broadcasting, but at present, the sound volume is limited, and it may have missed the best "entry time".
Most importantly, Ali's launch of "Taote" and JD.com's launch of "Jingxi" all point directly to the sinking market in the hinterland of Pinduoduo.
Due to the similarity of consumer groups, Taotes have also taken away a lot of traffic that originally belonged to the sinking market Pinduoduo. As of November last year, Taote had more than 240 million users and had become a fierce rival of Kuaishou in the sinking market.
It can be seen that under the premise that traffic acquisition becomes difficult and traffic costs continue to increase, there is no "sense of security", which has become the fuse for many sellers to escape from Pinduoduo, and may also be the last straw that overwhelms many Pinduoduo sellers.
-----------------------------------
Top 10 columnists of the Year 2020 and 2021 Donews
36Kr Business Tech Observer of the Year 2019
Author of the Year in Titanium Media in 2018 and 2019
2017 Sina Technology Author of the Year
2016 Science and Technology Self-media Insight Star
Tencent Technology's most influential self-media in 2015
Baidu, Titanium Media, Tiger Sniff, 36Kr, Toutiao, Tencent, Sohu, Surging and Snowball and more than 40 columnists