Lightly mark the price, make online shopping more assured

Shopping on e -commerce platforms always seems to be able to catch up with some "festivals" -the e -commerce shopping festival, summer swimming festival, "88" carnival ... The shopping festivals of various names are continuous, and promotional activities and discount prices often let the price and discount prices often allow Consumers are "itchy hands." However, false quotes and even price fraud in online transactions have occurred from time to time. The "Optical Signing Price and Prohibition of Price Fraud" issued by the State Administration of Market Supervision and Management has officially implemented recently. If it proposes to sell goods or provide services through the Internet and other methods, it shall use the online page and use text, images, etc. to make clear prices. Online transactions are included in the market supervision of the market, and consumers have more protection on online shopping.

False promotions into consumption pain points

Squatting "Shopping Festival" promotional activities, viewing the discount rules of the product, and full reduction in the "full 300 minus 30" ... As online shopping gradually popularizes, the promotion activities of the e -commerce shopping platform have been paid Become a practical life tips for many online shopping consumers.

According to data recently released by the National Bureau of Statistics, the national online retail sales of 6.3 trillion yuan in the first half of this year, an increase of 3.1%year -on -year. Among them, the online retail sales of physical goods were 5.45 trillion yuan, an increase of 5.6%, accounting for 25.9%of the total retail sales of social consumer goods, an increase of 2.2 percentage points from the same period last year. China's online retail market has maintained steadily, becoming an important force to promote domestic economic development.

With the rapid development of e -commerce platforms, there are endless online promotion activities, and new types of price fraud on online shopping have also appeared. With the convenient operation and online sales characteristics of the e -commerce platform, some merchants have prepared false promotional information such as "diving prices" through prices and then discounts, price increases, fictional prices, fictional discounts such as fictional prices, fictional discounts, and fictional discounts.

According to the "6 · 18" Consumer Rights Protection Public Opinion Analysis Report issued by the China Consumer Association in 2022, the negative information of consumption during the "6 · 18" promotion this year is mainly concentrated in product quality, price promotion and live broadcast of goods. Among them, about 296,000 negative information about the price category, focusing on false promotional behaviors that are discounted at the first price increase. Many consumers report that some brands of products increase their prices before the event. The actual turnover is almost worse than the original price. There are even products that are more expensive than the original price. The false e -commerce promotional activities are the pain points of many consumers.

New rules are escorted online shopping

In response to the new characteristics of online transactions and the new needs of consumers online shopping, the "Optical Signing Price and Prohibition of Price Fraud" (hereinafter referred to as the "Provisions") formulate more targeted relevant regulations on the clear price and price fraud, and more intertwined Current actual transaction status of e -commerce.

Article 20 of the "Regulations" stipulates that online trading operators shall not implement the following behaviors: the price or service price marked on the homepage or other prominent positions is lower than the price marked on the details page; The scope and rules are inconsistent; other false or misunderstanding price marks and price promotion behaviors. The online trading platform operator shall not use the technical means such as technical means to carry out false or misunderstanding prices.

"In the online promotional activity, the price rose" routines 'first, etc., infringed the right to consumers' right to know, the right to choose, and the right to transaction, and consumers have the right to revoke the contract. If they do constitute fraud, consumers can ask for double the price to return the price And compensation three times the price. "Liu Junhai, a professor at the School of Law of Renmin University of China, believes that the" Regulations "will help protect consumers' relevant rights and interests, optimize the commercial ecological environment of fair competition among enterprises, and create a friendly market ecological environment for consumers. Promote high -quality economic development.

Insiders believe that for e -commerce platforms, consciously improve the corresponding operations of price supervision and standardize the price strategy of platform merchants, which not only conducive to protecting the interests of consumers, but also to the platform to enhance the loyalty and trust of users. For merchants, the "price war" has never been a strategy of marketing strategy. Increasing product technology, reducing costs, and improving product quality and service level are the right way to increase consumer satisfaction and brand value. If the merchant only wants to take some "crooked doors" in terms of price cuts, it will not only improve the comprehensive competitiveness of their products, but also cause damage to the market environment.

E -commerce platforms should improve price supervision

With the improvement of price supervision, many e -commerce platforms are launched on the price protection function. Users can click "one -click price guarantee" to apply for price protection. During the insured period, the price reduction can be reduced. The launch of insured services can prevent maliciously marking the price of merchants, stimulate consumers 'desire to buy, increase trading volume, and avoid consumers' centralized and logistics pressure brought by the operation and logistics pressure. But at present, the unfastest insurance price has affected the shopping experience of many consumers.

"The merchant refuses to insure the price for various reasons such as the end of the event, the products off the shelves," "The customer service has agreed to the insured but not refunded, and then contacted the customer service again. Refusing to withdraw the price on the grounds of not participating in the insurance price ... The insured service encountered various restrictions in the implementation of the implementation, and many netizens talked about the difficulties of "insured".

In July 2021, the State Administration of Market Supervision and Administration issued the "Regulations on Administrative Penalties for Price Illegal Behavior (Revised Draft for Soliciting Opinions)", which was newly added to the relevant punishment regulations of "price illegal acts in the new business". Low -priced dumping, exclusive markets and other illegal acts are punching. Relevant national departments have issued documents during online promotional activities such as "June 18" and "Double 11", and prohibit illegal methods such as "discounts and then discounts", fictional original prices, and not fulfilling price commitments. The newly released "Regulations" conducts corresponding price supervision and law enforcement adjustment on various new price marks and price fraud behaviors to further meet the current needs of law enforcement practice. Experts point out that in terms of curbing price illegal acts, market supervision should focus on the corresponding key responsibilities, key behaviors and key nodes to strengthen control control. The first is to strengthen the control of the operator's subject in information disclosure to better eliminate information asymmetry and inadequate problems. The second is to strengthen the regulation of e -commerce platforms and information disclosure platforms, promote the main body and responsibilities of the platform, and prevent their use of their own advantages from unfair competition. Third, the regulatory authorities should optimize the regulatory methods, such as using platform information collection functions, and more quickly collect consumer feedback and regulatory opinions, and strengthen the update and improvement of regulatory concepts, ideas, means, and methods.

(Gao Qiao)

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