Source: China Consumer Network
On April 18, Luckin Coffee appeared on the Ele.me platform due to a wrong setting, and then Luckin Coffee urgently cancelled the abnormal order, and the Ele.me store was temporarily closed. In this regard, Luckin Coffee said that all losses were borne by Luckin Coffee. Is Luckin Coffee's cancellation of Bug orders reasonable? Should merchants compensate consumers for cutting orders? The Consumer Protection Commission of Jiangsu Province believes that the unilateral statement of the operator is obviously unconvincing, whether it is malicious marketing or "work error", it is difficult to distinguish the truth and falsity.
Luckin Coffee is now super low price 4 yuan can buy 2 cups of latte
At about 7:40 a.m. on April 18, Ms. Wu, a consumer in Nanjing, Jiangsu Province, found that the Luckin coffee near her unit on the takeaway platform appeared ultra-low, the original price of 64 yuan 2 cups of velvet latte as long as 6 yuan, the original price of 58 yuan 2 cups of latte is also 6 yuan, if you add the red envelope of the Hungry Mo platform, as long as 3 yuan. Ms. Wu quickly placed an order, plus packaging fees, delivery fees, and finally spent 4 yuan to buy 2 cups of velvet lattes.
For this low-priced coffee of Luckin, some people moved quickly, like Ms. Wu to the wool, but most consumers suffered from "cutting orders".
At 9:40 a.m. on the same day, Luckin Coffee posted an apology letter on Weibo, saying: "Hungry Mo's background price configuration problem, resulting in a price error in a short period of time, has been fixed, and canceled the abnormal price of the order." ”
At 10:43 a.m., Ele.me replied to netizens on Weibo that the technical investigation found that the price of Oolong this time was not a configuration error of the Ele.me platform side, and Luckin was checking which staff member had made a mistake.
At 11:08 a.m., Luckin released a message again: "After verification, this is caused by the misconfiguration of Luckin's internal operations. It's causing trouble for Hungry mo and everyone, and we're already dealing with follow-up issues. ”
Luckin promises to compensate for the bounce user coupon
The reporter then contacted the official customer service of Luckin Coffee by phone. Customer service responded that on April 18, the price configuration problem of the Ele.me platform led to an error in the price of luckin coffee packages in a short period of time, and in order to operate normally, Luckin Coffee cancelled the order on the Ele.me platform. Luckin Coffee has released a compensation plan on April 19, which compensates all Ele.me refund users with a 32 yuan coupon, which is valid until April 30 and is universal to the whole market. In addition, for users who placed an order on April 18 that was not delivered but showed that the delivery was not refunded, Luckin Coffee will refund the order within 1-5 working days and compensate for the 32 yuan coupon. In response to the incident, Luckin's official customer service said that similar things will not happen after that.
At the same time, the reporter contacted Ma Zong, the person in charge of Luckin Coffee (Nanjing) Co., Ltd., through the enterprise registration contact number of the Market Supervision Bureau. According to the other party, about 400,000 abnormal orders were ordered in just half an hour on the morning of April 18, and Luckin headquarters took emergency measures and made a public announcement. At the same time, apologize for the troubles caused to consumers by this matter, and will deal with consumers' demands in the follow-up.
The reporter learned during the investigation of luckin coffee near Nanjing Xinjiekou store that the store staff is only responsible for making drinks, and will not operate the chargeback, and the refund and price setting errors on the same day are not store operations.
Some consumers told reporters that at 10:50 a.m. on April 18, they saw in the Luckin National Fitness Center store that there was no explosion in the store, there was no crowded takeaway list on the operating table, and there was only 1 cup of coffee being made.
The unilateral statement of the Consumer Protection Commission of Jiangsu Province is difficult to convince the public
The Consumer Protection Commission of Jiangsu Province believes that all kinds of merchants will now attract customers through various preferential activities, while consumers mainly young people will use social media to collect various discount rebates, additional gifts and other preferential information, and then purchase correspondingly to enjoy discounts. This is humorously called "wool".
However, in recent years, phenomena such as "cancel orders after operators mistakenly mark low prices" have occurred from time to time, and they have quickly rushed to the hot search whenever they appear. From Taobao fruit settings as "26 yuan 4500 pounds" and "240,000 Moutai wine was sold at a low price of 20,000", to yuanqi forest preferential setting errors, Starbucks system Bug Dafa coupons, and then to luckin coffee products "price errors", operators often have the wrong price. On the one hand, the "grievances" of the operators, on the other hand, the consumers are "grievances that cannot be wool", which has formed contradictions between the two sides to a certain extent.
From a legal point of view, the operator has a "right of remorse". Article 147 of the Civil Code provides for the right of revocation of civil juristic acts committed on the basis of material misunderstandings; The operator's appeal to consumers to cancel the order is to renegotiate, which is the legitimate right of the operator. However, the operator's unilateral statement is obviously difficult to convince consumers, there is no corresponding proof material, whether it is malicious marketing or "work mistakes" makes it difficult to distinguish the truth and falsity. After all, from Yuanqi Forest to Starbucks to Luckin, too many hot searches have long consumed the trust of consumers. Businesses get traffic, and consumers are only arbitrarily "cut orders."
In this regard, the Jiangsu Provincial Consumer Protection Commission believes that if the operator deliberately creates price loophole marketing, it is suspected of violating the Consumer Rights and Interests Protection Law, infringing on the consumer's right to know and property rights and interests, and also smashing its own signboard, it should be punished. Even if it is only a work mistake, the lack of sufficiently transparent evidence to prove that the operator labeling the ultra-low price is indeed an "operational error", which inevitably makes it look more like a deliberate marketing. In subsequent handling, business operators shall respect the lawful rights and interests and demands of consumers, appropriately compensate each other, truly strengthen mutual trust, and transform possible malicious confrontations into good-faith dialogues.
● Reporter's Note
Will Luckin continue to "Luckin-style" marketing?
At present, the Internet promotion methods are various, and if you are not careful, you will fall into the "pit". Recently, online spending 3 yuan to buy 64 yuan Luckin coffee package has triggered many consumers to rush to buy, however, when looking forward to tasting delicious coffee, the smile has not yet been revealed, and a notice has made people cry and laugh.
At present, we have no evidence to speculate whether it is "intentional" for Luckin Coffee, and the loss of half an hour of low-priced orders not only earns heat, but also saves high advertising costs, and the marketing effect has already exceeded expectations.
In this regard, the Jiangsu Provincial Consumer Protection Commission pointed out that whether it is a system error or a marketing method, the enterprise must have a responsibility to the consumer, and this responsibility is the source of the survival and profitability of the enterprise. (Source: China Consumer Daily • China Consumer Network Author: Xue Qingyuan)