Converse, Fila, strength and other brands of forest operations lead to consumer dissatisfaction
China Consumer Association released 11 double consumer rights public opinion analysis report November 18, China Consumer Association released on October 20 – the network public opinion analysis of large data between November 12 date related to consumer rights cases: on the one hand, onlookers formula "Comments" far more than the number of parties "broke" number; on the other hand, "consumerism retrograde who" of carnival-style "Hi" purchase behavior Contemplation, "Do not buy" voices rising. Monitoring also found that 11 two-year period promotion, consumer information focused on the negative aspects of price disputes, false delivery, platform issues.
Data show that 24 days monitoring period, a total of 11 double-related information collected pieces 21,353,081 class "consumer rights", the daily average of about 890,000 information.
Where relevant "price dispute" negative information class 919 382, ??the amount of information showing the distribution of central tendency, November 1 the highest amount of information of public opinion, to 143,984.
Price dispute focused on the sale of the deposit and the final payment related issues: there are consumer complaints, said he bought a pair of Converse shoes, the down payment plus the balance due spent a total of yuan, but the price of not only dollars down payment. Consumers also said that during the 11 double pre-sale, FILA (Fila) official flagship store promises in the studio over 2,000 yuan by 400 yuan is the biggest preferential superimposed Taobao official concessions, a total of over 2,000 yuan by 700 yuan. The consumer took a long time to form by a down payment of to grab coupons.
However, store and release on Nov. 2 10000 stack of over 2,000 yuan by 900 yuan coupons, do not need to pay a deposit to grab.
In addition, the vitality forest error setting ultra-low price Please refund the incident, which also caused a hot discussion of online public opinion.
About "false delivery" negative information class 227 795, 9491 average daily amount of information, November 6 peaked as 28,202. Starting on November 1, many netizens spitting logistics information is not updated, and customer service robots will not be effectively communicated. Business users think the root cause is false shipping, logistics information resulting in several days no longer updated.
And marketing platform focused on issues related to public opinion adverse event information 123 071.
During the sale, Taobao platform sugar meow activity caused by public opinion Tucao, Owhat foot platform event though has been going on for some time, but users are still monitoring public opinion during the discussion. The Consumers Association believes that public opinion behind a new pattern of consumption dual 11 this year, is the inevitable result of both internal and external systems four variables interact. First comprehensive management system design and strict supervision of a combination of measures and policies targeting precise, powerful offensive. Network Information Office, the Ministry of Industry and Information Technology, market supervision bureau and other departments issued a series of administrative guidance, requires electronic business platform to get rid of "alternative" lifting "platform shield" to protect personal information, strict management webcast, heavier important external national consumer organizations at all levels, high frequency interactive media, sound dense, vigorous and resolute enforcement supervision, sharply advised to remind an impact on online marketing market logic, reconfigurable development pattern of the industry, and guide rational consumption decisions; penalty monopolistic behavior pushing hands.
Second, anti-consumer routine, calculating quality consumer demands far awakening from theory to practice practice pursuit of realism, accelerate the pace. Lack of humane care of Digital Marketing "cut to the heart" than one back, consumers were fooled several times after being awaken awakening of routine, rational stop loss becomes inevitable.
Consumers increasingly strong rational awakening, more and more calm consumer decision-making, more and more expansion of 青浦凤溪镇50一枪 the "do not buy" noise, become a brand platform and remind the parties must deeply reflect on "traffic first" single value-oriented, intended to regain early heart external potential.
Third, the data for the realization of the goal of the old and new characters in wrestling, traffic has become a business platform to compete for the biggest problem. It moves the lack of innovation to promote dual 11 large electricity providers, algorithms portrait, "low price" strategy drainage despite several rounds of creating commercial miracle, but was live electricity supplier new incoming new style of play to challenge the strong social marketing; "live show field "although because simplifies the supply chain and let the price more attractive, but the effect of creating a scene allows 爱上海同城交流论坛 consumers under a single more emotional, more impulsive, rounded up to the harvest flow is actually simpler and more brutal. Public opinion hot spot in the slot regardless of price disputes, false delivery or platform exposed many problems, internal conflicts are likely to be 11 this year, double the flow effect peaked externalization.
Fourth, the price war normalization and tightening profit margins in the context, the realization of performance data is being re-evaluated brands and businesses. Traffic acquisition costs of increasingly scarce resources and increasingly high prices, so that the brand and business dilemma.
Traffic entrance is the consumer market in the fast-growing brand shortcut, but at that price to give the "harvest users’ data for cash, in addition to consuming healthy consumer 上海千花上海品茶网 perception of the brand, and ultimately the quality of the product will become the core competitiveness the threat risks. "Super cheap" to undermine the stability of the full impact of offline channels, blinded data to bully businesses into water and expect to get profit margins tighten anxiety allow brands and businesses increasingly clear reason, the quick success of "quick business" will thing of the past.
The main structure sound public opinion and change public opinion is becoming a hot slot centralized point, also exacerbated the contradictions release 11 double internal dynamics of the system.
(Reporter Ren Zhenyu Li) (Editor: Wang Hui Mian).