Change the "vest" to go out of the rivers and lakes?"Compliance" is the correct way to open on -demand on -demand

With the hot broadcast drama "Menghua Record", a "vest" was replaced in advance. Recently, the drama's solo video platform launched a finale to show the viewing voucher at 18 yuan, claiming to invite the starring actors to heavy Gathering, in fact, the main selling point is 8 episodes including the big end of the end.

Obviously, you can directly collect consumers ahead of order, but also painstakingly give away a one -and -a -half -hour reflection ceremony. Behind the half -covered face of the pipa, it may be because the China Consumers Association and the Shanghai Consumer Consumer Consumer Council had criticized advanced on -demand last year, and then several major video websites announced the cancellation of the project. Today, individual video websites are restarted, and it is estimated that they are worried about market response and the attitude of regulatory authorities. However, worried about worrying, the video website burn money, and you can earn money in front of you. Even if the platform is worried about risks, he still wants to save this "chicken that will have golden eggs".

For advanced on -demand, some consumers are worried that other platforms will learn, and they strongly call for resistance, saying "resolutely improperly improper leek." However, some consumers are looking forward to it. As of the beginning of the event, more than 700,000 people have made an appointment for a reflection ceremony. A completely different attitude shows that market demand is personalized. This personalization is the basis for the platform's excavation of value -added services. The cost of polishing the work requires the cost. This cost is often not low. The platform needs to earn the cost in various ways. The court and the Consumer Association have never questioned the legitimacy of the platform to explore the business model. It allows the platform to provide value -added services under the premise of compliance, so that good works bring good benefits, the platform has money to earn, consumers have drama, so cycle of cycle, such cycle , Can last long.

However, there is a keyword in it is compliance. Earlier on -demand was previously angry. When consumers bought VIP members at the beginning, the platform did not tell that there were advanced on -demand that needed to pay separately. After the episode is hot, the platform has launched this toll project, causing the substantive shrinkage of membership rights and interests, infringing the right to consumers' right to know and fair trading. The court also pointed out that if the consumer did not exceed the pre -on -demand and other terms when signing a membership contract with the platform, the service that updated the format model in the format contract mode and added advanced on -demand services in the later period constituted a default of consumer rights, and did not take effect on the original members.

The situation is different now. Today, advanced on -demand has become a familiar service model that is familiar with platforms and consumers. The most important thing is to write a new version of the contract. It is clearly stipulated that in addition to the membership rights and interests, some content still needs additional payment. Most of the new version of the contract was updated in 2020 and 2021. In view of the one -year and January renewal period of the video website, most of the current version of the new version of the contract signed by members and the platform. This is equivalent to the "quasi -student permit" such as advanced on -demand and other business models.

It should be reminded that even if there is a source in the contract, it does not mean that the platform can use business models such as advanced on -demand. Ahead of time is the most afraid of "bad tail". If consumers spend money to watch a "bad tail drama" high, they will have disappointment, and will not "be fooled" next time.

I am afraid of no rules. This time the "Menghua Record" "Assault" restarts the premises, but it is only 8 episodes of the remaining 8 yuan in advance a week in advance. Consumers can still tease "the wedding of the male and female protagonists with money." However, before the playback, there were pre -sale of pre -sale before the playback, and even a total of 43 episodes of the dramas. In 17 episodes, it was arranged for on -demand. After the ending, it cost 81 yuan. This kind of random pre -sale behavior, infringement of consumers' right to know, choice, and fair trading rights, is almost exhausted and fishing, and premature spoilers will also impact the broadcast volume.

If you want to be the "standard" of the hit drama in the future, the platform should be clearly clarified and strictly observed as soon as possible. Based on the agreed rules, if there is a adjustment of price reductions, gifts, etc., it can be implemented at any time. However, if you want to increase the price or increase the frequency of charges, you have to wait until the next contract cycle. Other business model innovation should also be carried out on the premise of respecting consumer rights. The platform must be understood, and re -impulsive consumers are unwilling to be "leek". Pursuing economic interests on the premise of ensuring user experience is the correct way to open the drama.

Editor: Ma Hongzhen

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