Agricultural products are "slow -selling"?"Selling tragic marketing" should be managed

According to the "West China Metropolis Daily" on August 15, a WeChat public account tweet recently stated that Sichuan Panzhi Hua Mango was "a large number of slow sales", and farmers "lost their blood." The local market regulatory authorities subsequently responded that there was no mango sales in the local area, which was "selling tragic marketing." The reporter's investigation found that agricultural products such as Mango, Pomegranate, and Apple in Panzhihua and Liangshan have experienced the experience of being "sold miserable".

Relatively speaking, the ability to resist market risks in agricultural products is weaker. In addition, people have some inherent impression of farmers, rendering agricultural products slow -selling, farmers need to lose money, which can also stimulate the sympathy of many netizens, and then mobilize their enthusiasm for buying. This has become one of the main tricks of some agricultural e -commerce marketing.

The false "selling tragic marketing" may drive the rapid sales of agricultural products in a short time, but in the long run, I am afraid that it will cause damage to the local agricultural products market and the interests of all farmers -so marketing not only overdraw public trust, but also pollutes the public trust. The reputation of local agricultural products may disrupt the normal market sales order of agricultural products.

In addition, the "slow -selling" illusion created may lower the sales price of agricultural products as a whole and reduce the expected profit and return of all farmers. From this perspective, "selling tragic marketing" violates the principle of fair competition and is a malicious speculation "grabbing" and is an improper competition. In this regard, some professionals believe that whether there is nothing or exaggeration, it cannot be regarded as marketing at all, but should be counted as rumors.

Because of this, many places and relevant departments have carried out special rectification actions for false farmers and behaviors such as "selling tragic marketing". However, the treatment of "selling tragic marketing" is basically rumored, deleted, or banned related account numbers. Few merchants and personnel have been punished by law. It is not difficult to see that the low cost of violations is difficult to fundamentally curb the impulse of speculative marketing.

In the long run, the governance of "selling tragic marketing" of agricultural products also needs to encrypt the rule of law fence to draw red lines and bidding lines for e -commerce marketing behaviors. On the one hand, from the perspective of protecting the online sales of agricultural products, it is necessary to clarify the negative list of e -commerce marketing behaviors. It is required to delete and block the false information in time.

On the other hand, it is necessary to refine the supervision and enforcement of false propaganda. Most of the "selling tragic marketing" involves false propaganda. The advertising law stipulates that advertisements must not contain false or misunderstandings. They must not deceive or mislead consumers. Advertisers should be responsible for the authenticity of the content of advertising. Relevant departments shall refine the identification and punishment methods of "selling tragedy marketing" in accordance with these regulations. From the perspective of regulating market competition, "selling tragic marketing" may also be suspected of informal competition. If the relevant behavior has touched the law, it is necessary to investigate and punish relevant businesses.

For consumers, in addition to improving the ability to screen rumors, do not believe in rumors and rumors, they should also consume agricultural products according to their own ability and needs. Try to choose regular platforms and channels to prevent love from being used and not abused.

(Editor in charge: Chang Shuai Shuai)

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