First big rise and then big fall, Wuliangye can't withstand such a toss!
Text | Selling the drunkard team
| Yu Xiaomei
Recently, according to a consumer, he originally planned to take advantage of the "double eleven" to buy a box of the eighth generation of Wuliangye, but was "angry" by the operation of a Tmall merchant who first rose sharply and then fell sharply.
Since a Tmall merchant marked the price of a box of the eighth generation of Wuliangye as 12400 yuan, participating in the pre-sale activity can enjoy a discount, and the final transaction price is 6899 yuan per box.
According to this consumer, he himself also has a certain understanding of the price of liquor, and the market transaction price of the eighth generation of Wuliangye is between 1100 yuan and 1200 yuan.
Therefore, 6899 yuan should be a price with no discount at all, since there is no discount, why engage in a "double eleven" pre-sale discount activity, is it to tease consumers?
Through communication with customer service, the consumer learned that if he did not participate in the pre-sale activities, a box of eighth-generation Wuliangye was also 6899 yuan.
However, if you participate in the pre-sale activity, you will randomly give small gifts, and it is indicated that it is "until the end is delivered". In other words, you can't get a small gift by participating in the pre-sale activity.
What needs to be noted is that the operation of the eighth generation of Wuliangye with a price of 12400 yuan / box and a pre-sale activity price of 6899 yuan is not done by a Tmall merchant, but a more common situation.
On November 4, the China Consumers Association issued a notice on "Double Eleven" shopping, which mentioned that "Double Eleven" is a "promotion festival" that merchants have been creating for many years.
The online and offline markets are shrouded in the publicity fog of "giant special sale", "lowest in the whole year", "limited-time rush purchase" and "explosive second sale", giving consumers the psychological expectation of "buying is earning".
But in fact, the price monitoring and consumer complaints organized by the Consumer Association for many years show that the "Double Eleven" promotional prices of some merchants may not be really beneficial.
Some merchants use the "first up and then down" routine, some merchants set up a variety of fancy "buy gifts", the actual price is no different from usual, and may even be the most expensive throughout the year.
In this regard, the China Consumer Association reminds consumers not to superstitiously believe in the so-called "price advantage" of "Double Eleven", and it is best to understand the price trend in advance before purchasing, so that they can know it in their hearts.
Unless it is a long-term follow-up inspection of the goods, otherwise, do not simply believe in low-price propaganda and blindly follow the trend of orders.
For the operation of "first rise and then fall", the evaluation of industry experts is "harming others and not benefiting themselves"!
Experts believe that the essence of this marketing method is "one hammer trading", there is no discount at all but pretending to have a discount, there is no possibility of not being debunked, and it is found by consumers afterwards, even if it does not require a refund, it will lose its goodwill. This is by no means a good thing for the merchants themselves.
At the same time, consumers participate in discount activities in order to enjoy real discounts, "first up and then down" will make consumers feel very uncomfortable, and even have the feeling of being teased and fooled.
In an era of consumer experience, an unpleasant encounter in buying alcohol online may cause consumers to distrust the entire online shopping, and what is more frightening is that this distrust "will be contagious".
In addition, taking this incident as an example, Wuliangye, as a famous chinese liquor brand, will also be affected in this toss of "first rising and then falling", even if this impact is difficult to cause substantial harm to Wuliangye, but it is better than having.
After all, no liquor brand wants to be not respected by liquor merchants, and only used by liquor merchants as a tool to make money and drain traffic.
Experts said that credibility is the foundation of everything, any behavior of lying to consumers should not appear, and the general environment of the liquor consumption market needs to be jointly maintained by every practitioner.