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Jimu News commentator Wen Qingman

Intern Wang Jinrui

Recently, many consumers posted on social media platforms that they purchased a mooncake priced at 1 yuan through the Jiahua Food flagship store, but the merchant delayed the delivery time and said it was a price error. On the morning of August 21, Jiahua Food issued an "Apology Letter" stating that due to internal operational errors, the reunion mooncake was mistakenly put on the shelves for sale at a price of 1 yuan, and nearly 6 million pieces were sold in a short period of time. In order to correct the error as soon as possible, it has set up a special working group and will provide a solution as soon as possible, saying "However, if you are willing to take the initiative to refund, we are really grateful!"

Apology letter issued by Jiahua Foods

In this incident, the merchant sold nearly 6 million low-priced mooncakes in a short period of time due to operational errors. The merchant delayed delivery on the grounds of "pricing errors" and encouraged consumers to take the initiative to refund. It is not difficult to understand that for consumers, refunding is a favor, and not refunding is their duty. Since they are shopping under the premise of complying with the platform rules, their rights and interests should be fully protected. It is true that pricing errors may cause hundreds of millions of yuan in economic losses, but in the final analysis, this is the result of poor internal management of the merchant, and the losses should not be paid by consumers. If all merchants say so, price cuts are dishonest, promises are not fulfilled, shipments are not made on time, and publicity is not true, then who will participate in promotions? Who is willing to wait for the time to compete for hand speed? If consumers are only encouraged to take the initiative to refund, but there are no timely and reasonable compensation measures, it is tantamount to shifting the fault to innocent consumers, which is really unfair.

But from another perspective, it is understandable that merchants consider cost-benefit. They wanted to use the festival to promote sales and activate sales. Unfortunately, the price was discounted, but the number of promotional products was not limited, resulting in a surge in orders. With the price advantage and eye-catching effect, the pressure of reality also comes. The concerns of merchants are not unreasonable. The so-called promotion emphasizes win-win, which is acceptable to both parties. However, once it exceeds the limit and is beyond the tolerance range, it is not impossible to say that it cannot be done. According to the lawyer, whether it continues to perform the contract, refuses to perform the contract, or exercises the right of revocation, it is a burden for merchants. As a well-known baking brand in Yunnan, Jiahua Food has many years of market accumulation and good reputation. If this incident is handled properly, it can accumulate more reputation invisibly, but if it is handled improperly, it is easy to affect its brand reputation. In today's increasingly fierce market competition, brand reputation is one of the most valuable intangible assets of an enterprise and the key to affecting the core competitiveness of an enterprise.

It is worth noting that this is not the first time that a similar situation has occurred. In September 2023, due to an operational error by an employee, Jie Rou's original price of 56.9 yuan per box of paper towels was mistakenly set to 10 yuan for 6 boxes, causing losses of more than 10 million yuan. It subsequently promised that all orders would be shipped, which attracted a lot of praise; in 2021, Yuanqi Forest's original price of 79 yuan per box of sparkling water was set incorrectly, and 3 boxes were only sold for 10.55 yuan, causing losses of more than 40 million. Subsequently, 140,500 ordering users were sent a box of white peach sparkling water. Regardless of the handling measures, judging from previous cases, the attitude and integrity of the merchant are crucial.

This incident has once again sounded the alarm for many businesses. The best prevention is to start from the source. Every time you set up a coupon and price, you must be cautious and conduct multiple audits. The platform should also have special reminders for promotional prices and sales in the system settings. When participating in promotional activities, you must "leave room" for yourself to prevent "low-level mistakes" from bringing about good intentions but bad results. Of course, only when you treat consumers with the utmost sincerity will the market give positive feedback.