Purchasing and sweeping goods, Fat Donglai has a "bad review", and the boss asks consumers

Fat Donglai has been in a bit of trouble lately.

On the last day of the Qingming holiday, Yu Donglai, founder and chairman of Fat Donglai, posted a video on Douyin and said: "Regarding the problem of Fat Donglai's own brand purchasing! Under the video, a comment said: "As a local, I can't buy a laundry detergent or dish soap, so I want to solve it." ”

Ms. Wei (pseudonym) from Henan told the Red Star Capital Bureau on April 18: "I used to go to Fat Donglai basically every day, but now I don't go anywhere. ”

On April 22, the Red Star Capital Bureau called the customer service center of a store in Fat Donglai as a consumer to inquire whether there are still many purchases and consumers can't grab the goods, and the other party said that it is currently making adjustments step by step, such as taro mochi shortbread is limited to 6 pieces per person.

The large flow of customers and the rush of purchasing agents lead to the shortage of goods and the deterioration of the real consumer experience, which may be the inevitable experience of a regionally limited Internet celebrity supermarket, but it is also a touchstone for whether it can catch the "pouring traffic".

February 15, 2024 Fat Donglai Times Square Picture from IC photo

01

Purchasing agent sweeps the goods and comes to the east

Fat Donglai has a "bad review"

Red Star Capital Bureau noticed that Fat Donglai, who has always been known for its good service, has encountered word-of-mouth challenges.

A number of consumers told the Red Star Capital Bureau that the phenomenon of Fat Donglai purchasing and sweeping goods is frequent, and it is difficult for consumers to buy Internet celebrity goods.

Ms. Gu (pseudonym) told the Red Star Capital Bureau that she had met someone who had bought dozens of large bags of dried fish when she went to Fat Donglai before, and each of them was dozens, and after checking out, she found that the shopping carts outside were dozens of the same kind of goods, as well as purchasing agents with suitcases. Ms. Wei said that she used to go to Fat Donglai basically every day, but now she doesn't go much.

Ms. Ai (pseudonym) also told the Red Star Capital Bureau on April 18 that there are too many people coming to Fat Dong, the waiters are too tired, the service quality has declined, and the experience is not good, so she doesn't go to Fat East much.

The Red Star Capital Bureau has noticed that the rampant daigou not only makes ordinary consumers unhappy, but also breeds fraud. On social media, many consumers said that they couldn't contact each other after giving money to Daigou, and finally ran out of money.

Even Yu Donglai also "asked for help" on social media, hoping that "everyone, including friends who purchase on behalf of others, will discuss what good solutions there are".

Screenshot from the video posted by "Fat Donglai Yu Donglai".

"Fat Donglai is famous because it brings customers a good sense of offline experience. However, the problem of purchasing agents will affect normal consumption, and artificially creating a shortage of goods will hurt consumers' sense of offline experience. At the same time, because of the price increase, the purchasing agent will also disrupt the market price, and the purchasing agent itself may cause disputes, which will have a negative impact on the corporate brand. Li Weihua, a chain management expert, told the Red Star Capital Bureau on April 21.

On April 22, the Red Star Capital Bureau called the customer service center of a store in Fat Donglai as a consumer to inquire whether there are still many purchases and consumers can't grab the goods, and the other party said that it is currently making adjustments step by step, such as taro mochi shortbread is limited to 6 pieces per person.

02

There are only more than a dozen products available in the mall

"Out of Henan" is difficult to rely on

Red Star Capital Bureau noticed that Fat Donglai may also be trying to solve the problem of purchasing agents, but the effect is not good.

It issued a statement on December 23, 2023 to warn consumers of daigou, and said that all products are only sold in offline stores and online official stores.

Screenshot from Fat Donglai's statement

Fat Donglai also issued a statement on April 5, 2024, stating that it found a large number of acts of using Fat Donglai's registered trademark as a store (account) avatar and using the company's trade name as a store (account) name without the company's authorization on multiple online platforms such as Taobao, Pinduoduo, Douyin, and JD.com.

The launch of online shopping malls may also be one of the ways for Fat Dong to solve the problem of purchasing agents.

But the reality is that the things displayed in Fat Donglai's online shopping mall cannot yet show its determination to develop online. At present, the only products that can be purchased in the Donglai Preferred Supermarket Mini Program are Fat Donglai-related books and self-operated liquor, wet wipes, toilet cleaners, peanut oil, sunflower oil, sesame paste, sesame oil and snack gift boxes, and the Internet celebrity products "Big Moon Cake", oatmeal crisps, and beer are all sold out.

Screenshot from Fat Donglai online mall applet

"Fat Donglai is really not doing well online, many people say that he is for the offline experience, but in fact, I think most of the reason is that he is not familiar with the online, not that he deliberately did not do a good job. Fat Donglai online is indeed a late start, and the coverage rate is not good. Li Weihua said.

On the other hand, Fat Donglai is helping BBK to adjust the reform, and after the adjustment, the commodity structure of BBK has reached 90% of Fat Donglai. Although Fat Donglai said that this is just a help and will not be popularized in other cities, in a sense, this kind of assistance and adjustment has realized the output of Fat Dong's self-operated products and "walked out of Henan" in another way.

Li Weihua believes that Fat Donglai helps BBK, the first intention is to really help the company, and the second is to sell some big moon cakes and its own brands from Fat Donglai. "Some people say that he can't go out of Henan, but his products go out of Henan, which is also a good way to expand. At the same time, this can also reduce some of the purchasing problems. Li Weihua said.

The Red Star Capital Bureau found that in the neighborhood supermarket that was not helped, there were also foods such as finger cakes and oatmeal crisps of Fat Dong's own brand, as well as daily chemical products such as laundry detergent and wet wipes of its own brand.

Red Star News reporter Zhang Luxi Yu Yao

Edited by Yu Dongmei