Under the gradual penetration of the new consumption form of "Internet +", the consumer experience of consumers is becoming more and more convenient, but at the same time, new consumption problems have emerged. In the consumption cases in this issue, second-hand e-commerce platforms such as transfer and love recycling have issued different reports on the same goods, and the professionalism in the quality inspection of non-standard products still needs to be examined; Guangdong One Health Technology Co., Ltd., as an Internet + medical treatment, has "different diseases of the same medicine" in the process of diagnosis and treatment of users, suspected routine marketing; game platforms frequently appear minors' game addiction and excessive consumption problems; these new propositions with new consumption patterns are waiting to be solved by various brands and even the entire industry.
Consumption Events:
When it was bought, it was called the National Bank of China mobile phone, but when it was resold, it became an official replacement machine, and the second-hand platform identification caused controversy
Subjects involved: turning, loving recycling
Word-of-mouth crisis index: ☆☆☆☆☆☆
Corporate Response Index: ☆☆
Event review: Some users said that they bought a 99 new National Bank Of China Apple 8plus mobile phone on the transfer, and then put it in the transfer consignment sale, but the mobile phone became an official replacement. In addition, another user said that the two quality inspections of Love Recycling also had two results, suspecting that the platform deliberately undercut the price.
Comments: In response to the user's suggestion that there are different quality inspection results for the same product, the transfer platform did not make a specific response to this, and in the case of love recycling, the platform said that it was caused by the privacy removal process during the initial quality inspection. From the perspective of user experience, the problem of inconsistencies between the quality inspection reports of second-hand e-commerce has appeared from time to time, resulting in many users having doubts about the quality inspection services of the platform.
In recent years, in order to solve the trust problem between the two sides of second-hand e-commerce, many platforms have introduced quality inspection and appraisal services, gradually transitioning from a simple information distribution platform to a guarantee platform. This is a way to facilitate the buyer and seller to reach a transaction, but at present, the industry in the second-hand product testing, identification, maintenance, industry operation norms and other aspects of the standard empty window, second-hand commercial quality inspection has not formed a standardization, resulting in quality inspection results difficult to reach consensus with users of the problem occurs from time to time, how to promote open and transparent protection of the legitimate rights and interests of consumers and businesses, to maximize the role of social identification, is still the key to second-hand e-commerce to do a good job in the field of professional services.
"Old people" over the age of 35 are forbidden to drink a certain beer? Brands call the ads a well-intentioned joke
The subject involved: A beer sales company in Shenzhen
Word-of-mouth crisis index: ☆☆☆☆☆
Event review: Recently, an advertising poster in the elevator of some office buildings in Shenzhen has aroused heated discussion among netizens, and the most conspicuous position in the middle has a large red bold font "Prohibiting the 'elderly' over 35 years old to drink xx beer".
Comments: Good advertising can give brands a good impression to consumers, but vicious and spoofed advertisements also make the public disgusted with brands. Calling young and middle-aged people over the age of 35 "the elderly" is obviously not in line with social common sense, and the beer company said it was just a well-intentioned joke. However, some audiences did not buy into the slogan and felt offended. Some lawyers believe that the content of the advertisement is not yet illegal, and it is difficult to say that this one-sided statement violates social order and good customs. In the process of marketing promotion, the creative expression of advertising should conform to social order and good customs and positive values, pay too much attention to the traffic brought by the advertising effect and ignore the value of the advertising content itself, but it will be contrary to its own marketing intention.
Happy potato chips eat black strips like bugs? Brand response: Finger potato chips scorched black non-insect body
Subject: Happy potato chips
Corporate Response Index: ☆☆☆☆
Incident review: Some consumers complained that they had eaten strips of blackened substance embedded in the potato chips they purchased, resembling "bugs", and reflected that some of the edges of the potato chips were green.
Comments: From the complaint case, because the consumer discarded the product, the enterprise can not further test the product suspected of having a foreign body, and some lawyers believe that if the consumer encounters a suspected deterioration of the product in the consumption process, the best way is to retain the evidence to protect its rights.
For manufacturers, when encountering consumer complaints about suspected foreign bodies or spoiled foods, the best way to deal with them is to communicate actively and friendly with consumers at the first time, and to stand in the perspective and mentality of consumers at the first time to help consumers answer doubts or questions. When necessary, show the production certificate of the relevant batch of products, and timely entrust a third party to conduct quality inspection of suspected food. In the response of Leshi, the product was self-tested and the consumer's doubts were explained, which can effectively dispel consumer doubts and avoid further damage and deterioration of the brand's reputation.
The gold jewellery was not returned unopened, but was told that it was damaged! Chow Tai Fook said it was found that the damage was caused by the courier
Subject: Chow Tai Fook
Corporate Response Index: ☆
Event review: Shenzhen residents said that nearly 10,000 yuan of jewelry purchased through Chow Tai Fook's official flagship store chose to refund and return it without opening the seal, but Chow Tai Fook refused to return it on the grounds that "the product affected secondary sales".
Comments: In this case, the point of contention was that the determination of liability caused by the defect of the product involved three factors: the merchant, the courier company and the consumer. After final verification, the goods were damaged due to express transportation. However, when the consumer first raised an objection, Chow Tai Fook pushed the responsibility to the consumer without process verification, refusing to refund the return on the grounds of "affecting the secondary sale", and the handling attitude and method were particularly perfunctory, and it can be seen from the comments of multiple users that this reason was also repeatedly used to shirk the merchant's responsibility for "seven days without reason to return".
At present, the domestic jewelry industry has been developing in the direction of personalization, diversification and catering to consumer needs, and the brand has gradually changed from price competition to differentiated competition of brand comprehensive reputation through in-depth mining of the consumption preferences of specific groups. If the brand fails to do a good job from the details such as after-sales service, the reputation will decline due to the lack of service, and it will eventually lose the competitiveness of the industry.
Children playing wilderness brawl games were deducted more than 1,000 yuan, and it was difficult to prove the dispute over the recharge of minors
Subjects involved: Tencent Games and Shanghai Youzu Information Technology Co., Ltd
Word-of-mouth crisis index: ☆☆☆☆
Incident review: Some citizens reported to the Nandu reporter that their children were deducting fees for no reason when playing a mobile game called "Wild Wild Fight". He asked the app store where he downloaded the game for a refund, which said he could only return a portion.
Comments: In view of the problems in the case, if the game platform and the app store fail to fulfill their review obligations, inducing or allowing minors to play games, it is a violation of the law and the corresponding payment should be refunded. If the game platform and the app store deduct the fee without cause, the deduction is unjust enrichment and should be refunded in full. In response to the problem of juvenile anti-addiction and excessive consumption, the game platform said that in response to the relevant departments' requirements for minors' anti-addiction, all online game users need to use valid identity information to complete the account real-name registration to enter the game, and players who are certified as minors will be restricted by the anti-addiction function, and the review strategy will be optimized synchronously.
At present, in terms of protecting minors from addictive games and avoiding excessive consumption, game platforms need to assume the responsibility of censorship and build more effective technical measures to identify minors. However, the protection of minors from addiction to games should not be the sole responsibility of the game platform, and parents should also actively guide minors to establish the concept of correct use of the Internet and reasonable consumption. The whole society needs to consciously jointly build and improve the network security system for minors, and while promoting the rational and standardized development of the game industry, it is also necessary to work together to let minors grow up in a healthy environment.
Half a month was sold to buy 40,000 yuan of drugs, and then some citizens complained about the "one health" routine marketing
Subject: Guangdong One Health Technology Co., Ltd
Word-of-mouth crisis index: ☆☆
Event review: Consumers complained to Nandu that they were marketed by one health routine, and about half a month's cumulative purchase of 40,000 yuan of drugs failed to improve sexual function problems, and genetic testing of 7800 yuan was not done, and they wanted to refund and were refused.
Comments: In this case, through telephone guidance instead of on-site diagnosis and treatment, and the use of drugs with high coincidence with patients with different diseases, One Health was suspected of using a "nesting doll" treatment plan for diagnosis and treatment. At the same time, problems such as the successful registration of drug trademarks and the fact that health care products have not been licensed by manufacturers as agents have surfaced, and whether their qualifications are compliant is also worrying.
It has been observed that with the liberalization of medical policies, many "unicorn" enterprises in the industry have been born in the Internet medical platform, which also provides medical patients with the convenience of seeing a doctor without leaving home. However, from the problems encountered in online consultation reported by users, it is found that the services of the Internet medical platform are uneven, and even some speculative enterprises superficially provide diagnosis and treatment for patients but in fact carry out fraud, and the development of industry norms still needs to be verified and rectified by relevant departments.
Nandu reporter Wang Yufeng
Nandu Shenzhen Big Thing Think Tank researcher Liu Jiayi Zheng Shaochun