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recently, the online store "little swan dongshan store" said that due to the operator's misunderstanding of the platform's activity rules, the store's washing machine prices were mistakenly set at 40% to 50% of the cost price, resulting in nearly 40,000 orders within 20 minutes of the start of sales, involving goods worth more than 70 million yuan, and the store's losses amounted to 30 million yuan. the merchant pleaded with buyers to apply for a refund and apologized. many netizens supported the merchant, but some consumers did not buy it, believing that the merchant made an operational mistake and should bear the consequences.

with e-commerce becoming more popular, disputes caused by mis-pricing are not uncommon. just a few days ago, a store mistakenly marked a 39-yuan mooncake at 1 yuan, which attracted 6 million orders. afterwards, the store said it could not ship the cake and issued an apology statement, saying that this mistake was expected to cause hundreds of millions of yuan in economic losses, and hoped that consumers who placed the order would take the initiative to refund the money, which also triggered widespread discussion.

the discount system of e-commerce platforms is complex. when merchants conduct promotional activities, various discounts are superimposed. it is reasonable and understandable that manual operations lead to price setting errors. the key to such consumer disputes is whether such abnormally low prices are real mistakes caused by unintentional mistakes, or are they deliberately fake orders or hype by merchants?

at present, the local market supervision bureau has intervened in the investigation. i believe that there will soon be an authoritative investigation conclusion on the ins and outs of the "price blunder".

for merchants, although the apology video is sincere and does not seem to be "acted", in order to convince consumers, they may as well take the initiative to provide relevant evidence of price setting errors. on the other hand, even if the price is wrong, it is negligence of the merchant. based on the trouble caused to consumers, an apology alone is not enough, and perhaps a sincere compensation plan can be put forward.

generally speaking, once a consumer places an order, they establish a legally binding contractual relationship with the merchant, and the merchant is of course obliged to ship the goods. however, while the law guarantees fair transactions, it also reserves a certain amount of room for error in special circumstances. article 147 of the civil code stipulates: "for civil legal acts based on major misunderstandings, the actor has the right to request the people's court or arbitration institution to revoke the contract."

in other words, if a price is set incorrectly, it may cause serious economic losses to the merchant, and the merchant can request to cancel the relevant order on the grounds of "major misunderstanding". of course, the premise is that the merchant must provide sufficient evidence to prove that the abnormally low price is indeed due to a major misunderstanding.

in similar incidents, some users who placed orders insisted on not refunding, and we cannot blame them for being "snatching a bargain"; some netizens questioned the merchants' hype, but this cannot be said to be completely speculation. in reality, there are many merchants who use fake discounts and real fake orders for marketing. if they deliberately set low prices to attract traffic, and then ask for a refund without reason, they can get away with it at zero cost after a marketing hype to fool consumers, which is unacceptable in any case.

so again, before calling on consumers to be tolerant and understanding, businesses should actively communicate with consumers, indicate that it is indeed an operational error, and propose reasonable solutions. of course, more importantly, it is necessary to go back to the source and be cautious when setting price discounts to avoid irreparable economic losses due to improper operation.

online shopping is different from offline shopping. orders may surge instantly. previously, some online shops suffered heavy losses and eventually closed down due to a large number of orders placed due to incorrect price marking. this should serve as a warning to the industry.

in the face of frequent mispricing, e-commerce platforms should also improve their risk management systems and build a more sensitive abnormal transaction monitoring mechanism. once an abnormal situation such as "explosive orders" is discovered, they should intervene immediately to ensure that the situation is controlled in the shortest possible time and the legitimate interests of merchants are protected.

for consumers, if the low-price discounts offered by merchants are not for hype and fake orders, then it is advisable to be tolerant and understanding and take the initiative to refund. placing large orders, or even reselling the orders on second-hand platforms for profit, such "fleecing" may be suspected of violating laws and regulations. don't touch the legal red line for the sake of the immediate petty profits.