The Pinduoduo "fried shop" incident may have been heard by everyone to some extent.
A friend asked me to talk about my opinion.
Quite simply, it's a business.
A three-way game between the platform, merchants and users.
First of all, I will explain the background to everyone, that is, a while ago, Pinduoduo opened a self-operated store "Pinduoduo Welfare Society", and then millions of small and medium-sized businesses rushed up, and after placing orders wildly, "only refunded", it took 4 hours to take down the store, incidentally affecting a number of suspected Pinduoduo self-operated stores.
Obviously, the target of this conflict is that the merchants are going to the Pinduoduo platform.
This wave of "treating others with their own ways" completely stunned Pinduoduo.
▶ Source: Weibo
Why do you say that? The core is "refunds only".
The wool party is afraid to boil when they hear this word, return without refund, and this good thing?
Yes.
"Refund only" is a unique after-sales mechanism of Pinduoduo, which simply means that when you buy a product with defects or are not satisfied, you can apply for "refund only".
In this way, there is no need to return the product, and there is a probability of a direct refund.
If it's you, do you like this thing?
I like it so much, there's no one around me who doesn't like this.
No need to rip off, no need to explain, just a tap, the money is back, the goods are also in hand, those unscrupulous merchants let them go in a rage.
Seriously, this is a very awesome plus, awesome consumer protection mechanism.
But that's the problem.
We all know that everything must have a degree, and it is not enough.
Protecting consumers is a good thing, but if you protect consumers excessively or pervertedly, it is not a good thing.
This is already against the laws of business.
After all, when there is no problem with a product, just because the user's "I don't like it" directly refund without return, you are a merchant do you blow up?
My veins are going to explode.
You can also go to the social platform to search for "refund only", except for Pinduoduo's public relations soft text and wool party, whether it is merchants or consumers, almost no one applauds this mechanism.
After all, everyone is a normal person.
Then if you look at this Pinduoduo "fried shop" incident, I believe it is not difficult to understand.
This is the bombing shop, this is clearly Chen Sheng Wu Guang's uprising.
How long has the world worked hard.
Back to "refund only".
In fact, the essence of the "refund only" mechanism is the same as the "chop a knife" of the year, relying on the low-price impulse of almost physiological stimulation to attract more users for Pinduoduo.
Users are money.
Similar thrills were familiar with as early as when they did pornographic page games.
Yes, in case you didn't know, Pinduoduo's predecessor was a pornographic page game company.
The company behind Pinduoduo, formerly known as "Dream Game", was founded in 2012 and can be said to be committed to the research and development of edge games.
I'll give you a few of their game names to get a feel for it: "Sword of the Goddess", "Three Kingdoms of Merry", "Three Kingdoms of Night and Night", "Texas Hold'em"...
It sounds unformal.
Let's put a few screenshots of the above game (already coded) to experience:
▶ Source: Network
▶ Source: Network
▶ Source: Network
Good fellow, this figure, this leg, do not dare to send out without coding.
Relying on such a game path, Xun Meng can be said to have made a lot of money back then.
Similar to the above picture, the design of "recharging any ingots to give a big gift package" was also applied to later Pinduoduo.
For example, the most common "chop a knife to help", "0.01 yuan to grab the Apple phone" and so on.
Pinduoduo is well aware of the nature of users who love to be greedy and cheap.
In an interview with Caijing magazine that year, Huang Zheng, the founder of Pinduoduo, bluntly said, "Our core is not 'cheap', but to satisfy the feeling of taking advantage of users."
At this point, "sex-free-low-priced" goes hand in hand.
Today, Pinduoduo has directly evolved, no longer just low prices, and even relying on "only refunds" to make you a white prostitute.
From this point of view, Pinduoduo is still eating the old book of the pornographic page game today.
However, "refund only" and "slash" are still somewhat different.
In another interview, Huang Zheng mentioned that "there is a difference between the game and the e-commerce company, and the game does not think that all the users who come in are his."
Obviously, Pinduoduo doesn't think so either.
"Chop a knife" to pull a new can indeed pull, even if it has been criticized and complained about, but your seven aunts and eight aunts sent you a link, you probably still have to help them chop a knife, and you have become a new user of Pinduoduo.
But this new user is not necessarily a user of Pinduoduo.
After all, after slashing back then, you immediately unloaded Pinduoduo, right?
"Only refund" is different, who uses who is cool. After it pulls new and promotes revitalization, it can also allow you to continue shopping in Pinduoduo and become a real Pinduoduo user.
After all, who doesn't love white, human nature is greed.
To put it bluntly, Pinduoduo is still the same Pinduoduo back then.
Everything is business, a game between the platform, merchants and users.
White can attract users, and with users, they can contain businesses.
Blackmailing users to make merchants, this is a conspiracy, no solution.
In Pinduoduo's public relations soft article, "refund only" is called "firm standing consumer", which is a measure to allow rural users and elderly users to shop with peace of mind.
This is indeed awe-inspiring, and I almost believed it.
I don't know if you remember a news a few days ago, Pinduoduo was removed by Google, and it was hammered by the well-known Russian security agency Kaspersky with malicious code to attack users.
What kind of attack method it is, I will not go into detail here, and I dare not go into detail.
However, the end was that Pinduoduo quickly updated the APP and disbanded the illegal team.
▶ Source: Weibo
Yellow pages start from the game, slash a viral pull, APP implantation of malicious code, behind these operations, you say that it firmly stands for consumers, the original intention is to consider users.
How harsh it sounds.
Speaking of the fuse of this store bombing incident, Pinduoduo has indeed brought huge benefits to itself by infinitely currying favor with consumers through the means of "refund only".
But behind this, it is achieved by damaging the interests of merchants and disrupting the order of the industry.
To put it lightly, this is called bad money driving out good money;
The point is that this is destroying Chinese business.
And all this is just a business of Pinduoduo.
Although the act of bombing shops is not desirable, who will pay for the consequences of excessive "refund-only"?
It's still that sentence, how long the world has been working hard.