donghu comment: a healthy e-commerce ecosystem requires joint efforts from all parties
2024-09-20
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recently, during a live broadcast of washing machine sales at a specialty store in anhui, the operator mistakenly set the price to 40% to 50% of the cost price, resulting in a surge in the number of washing machine purchases in the store in a short period of time. the store received nearly 40,000 orders in total, with an order amount of nearly 40 million yuan, and the store lost up to 30 million yuan. after the incident, the store urgently removed all product links and posted an apology video on the homepage, hoping that the buyer would agree to a refund.
opinions on the above incidents vary. some people think that this is an operational error by the merchant, an unintentional mistake, and can be forgiven; but others think that this is the merchant's "routine", a fake "error" and a real "hype", and that they need to be taught a lesson and do not deserve sympathy. it is difficult to judge who is right and who is wrong, but how to avoid such "oolong" order incidents from happening frequently is worth deep thought for each of us.
as merchants, on the one hand, we must always be vigilant and be extremely careful and meticulous when setting prices to avoid economic losses and negative public opinion caused by low-level mistakes; on the other hand, we must abide by the rules, follow the right path, and establish a firm business philosophy of "relying on quality rather than gimmicks, and competing on service rather than price". we must not "gain popularity but lose integrity", and end up losing both fame and fortune, which is not worth the loss.
as an e-commerce platform, it has the responsibility and obligation to supervise and manage the market entities that conduct business activities through its platform. therefore, it is to blame for both "misoperation" and "real speculation". on the one hand, it is necessary to further improve the risk control mechanism, and intervene immediately once abnormal situations such as "explosive orders" are discovered to ensure that the development of the situation is controlled in the shortest possible time and protect the legitimate interests of merchants and consumers; on the other hand, merchants who use "fake mistakes" to achieve bad purposes such as attracting traffic and speculation must be warned immediately, and those with serious nature must be reported to the market supervision department in a timely manner and punished in accordance with relevant regulations to effectively guide merchants to operate legally and compete in an orderly manner.
as a consumer, if the merchant's low-price discount is not hype, then you may as well be tolerant and understanding and take the initiative to refund. placing a large number of orders, or even reselling the orders on second-hand platforms for profit, such "wool-pulling" may be suspected of violating laws and regulations. don't touch the legal red line for the sake of the immediate petty profits.
in short, building a healthy, orderly and fair e-commerce ecosystem requires multi-party governance. merchants, consumers, platforms and regulatory authorities must all assume their respective responsibilities. only through the continuous joint efforts of all parties can every market participant truly enjoy the dividends of the digital economy under the premise of abiding by the law, strict management and honest operation.
source: jingchu.com (hubei daily)
author: zhang ao (organization department of wuxue municipal party committee)
editor: ding chufeng
