After the 'textbook'-style marketing, Vantage once again became a hot topic of discussion because of the refund event.
'The French team won the championship, Vantage retired!' During the World Cup, the kitchen appliance brand Vantage repeatedly brushed the screen with this marketing plan, and became a network hot spot. With the French team's championship, Vantage's heat reached its peak.
However, this marketing is not perfect. After being exposed to the consumer's offline refund, the online 'return card' has been repeatedly questioned, with Vantage being successively accepted by the China Consumers Association (hereinafter referred to as the China Consumers Association). '), People's Daily and CCTV Finance criticized, whether Vantage is the 'biggest winner' seems to be open to question.
From the 'textbook level' marketing case praised by the whole network, to the question that it was not fulfilled as a refund, some people think that Vantage's good hand is playing badly, and it is going to be 'cool'. Some people think that from the perspective of the popularity, Vantage still Is the biggest winner.
No matter which result, it takes time to verify.
Zhongxiao Association called for three consecutive days, Vantage responded quickly
July 20th, 19: 43, China Consumers Association released the "Progress on the handling of complaints caused by Vantage promotion activities" (as of July 20th, 17:20) Announcement. The announcement shows that within 24 hours, it was received by Vantage Company. 73 complaints, related complaint materials have been transferred to Vantage, requiring the company to properly handle. China Consumers Association has issued a "comment letter" to Vantage, the specific interview work in the preparation process.
In the latest progress of the complaint handling process given by the China Consumers Association on the afternoon of the 20th, the reply letter from Vantage was announced. The reply letter stated: 'On the whole event, online participation in the championship event was about 29 million yuan, as of July 20th. : 00, online received a total of 4292 applications for card refund, the application for refunding the amount of 15.5 million yuan, as of July 20, the card returned to the consumer 13.4 million yuan, the rest of the card withdrawal application is under review; offline participation in the championship event about 5000 Ten thousand yuan, as of July 20, the refunded odds accounted for about 19% of the total amount.
At 22:44 on the evening of the 20th, Vantage official also issued a reply letter to the China Consumers Association, reporting the progress of the refund, and explaining the rules of online and offline activities in detail.
The reason why Vantage will be 'spotted' by China Consumers Association is that some consumers have reported that the offline refund is blocked, no refunds have been received or only a part of the refund has been received. Legal Evening News·View News reported on July 17th Consumers report that some dealers do not refund customers who have not signed the agreement.
In this regard, the China Consumers Association on July 18 through Weibo, the "Hua Di users retreat the full amount of resistance" sounded.
China Consumers Association said in Weibo: 'The advertising expenses are spent on consumers. This marketing idea is still very good! I hope that Vantage will fulfill its commitments and do a good job of retreating every consumer according to the pre-sale agreement and commitment. Work. Integrity, is the perfect footnote for any marketing. '
On July 19th, the China Consumers Association re-voiced: 'The consumers who want to encounter obstacles in the 'winning package' retreat will reflect your specific situation according to the website indicated in the announcement. 'On the morning of the 20th, Vantage official Weibo Forwarded the microblog and said that 'the current consumer refund work has been carried out in an orderly and orderly manner. Our company will abide by the principle of good faith, strictly follow the pre-sale agreement and commitment, and do a good job of every consumer. Work. Please @中国消费者协会 and the general consumer supervision and guidance! '
Double questioning
1. There is no agreement for offline purchase, no refund?
According to the Vantage refund process announcement, consumers who purchase the 'winning package' online, need to go to the offline store to provide identification documents, activity agreements, invoice vouchers and other materials for review, and the refund will be paid after the approval. The reason why the offline refund was questioned was that the main problem was on the 'Activity Agreement'. Some consumers reported that they did not sign any activity agreement when purchasing online. The salesperson used the 'no agreement' on the grounds of refund. Refuse to refund.
According to the report of the Legal Evening News and the opinion news on July 17, Ms. Xia of Nanjing purchased the range hood at the Suning Appliance Vantage counter in Xinjiekou, Nanjing on June 7. Under the recommendation of the salesperson, Ms. Xia purchased the only one in the store. A 'winning package'. When purchasing the 'winning package', the salesperson tells Ms. Xia to refund the full amount with this invoice.
On July 16th, the French team won the championship. After Vantage announced the refund, Ms. Xia came to the store where she bought the 'winning package'. The sales staff told me that Ms. Xia could not participate in the refund. The reason is that Ms. Xia only showed the invoice. , and there is no agreement. 'When I bought the 'winning package', the sales staff did not come up with any agreement, only said that the invoice can be used to refund the full amount. 'Ms. Xia said that she repeatedly confirmed to the sales staff that day, sales The personnel did not mention the agreement.
In addition, the salesperson also told Ms. Xia that because she participated in the full reduction activities, the discount was 350 yuan, and it was impossible to participate in Vantage's full refund. In the case of Ms. Xia repeatedly, the salesperson only refunded 1000 to Ms. Xia. Yuan, but did not explain the reason.
This case is not a case. Some netizens said that when they bought the 'winning package' from the Vantage store in Zhongshan City, the sales staff did not prompt to sign an agreement. As a result, the store did not recognize the money when they went to the refund.
For the offline refund, there must be an agreement to complete the request. On the evening of the 18th, the People’s Daily published a commentary that some dealers of Vantage’s products said that they could not retreat when they bought a small ticket without signing an agreement. This is the overlord. Terms. 'If there is no follow-up service and integrity to support, the peak of the heat generated by the marketing, may also be 'cool' immediately. ' The People's Daily said: Do not turn 'marketing routines' into 'routing marketing', no bottom line, illegal violations The operation will inevitably be severely punished.
A legal practitioner told the Chinese Entrepreneur that if Vantage asked the dealer to sign a purchase agreement with the consumer who purchased the 'winning package', and the dealer did not sign the agreement, the main responsibility lies with the dealer, which belongs to the dealer’s untrustworthy, consumption. You can protect your rights by complaining to the dealer.
Of course, not all consumers have a refundable experience.
Gansu consumer Zhang Bin purchased a 'winning package' worth 4,999 yuan at the Vantage store in Huining County on July 1. On July 18, he went to the store to apply for a refund. The refund process is simple, nothing. Procedure, with copy of ID card and invoice, filled in two forms, the formalities were completed. The tax was refunded 4400 yuan. 'Zhang Bin told China Entrepreneur, the refund was completed twice, and he got it on the 18th. 2,500 yuan, the morning of the 21st got the remaining 1,900 yuan. Zhang Bin said that he did not sign the purchase agreement.
Mr. Wang, the person in charge of the store, told the reporter that the store will not sign an agreement with the consumer when selling the 'champion package'. The refund will follow the verbal promise according to the invoice provided by the consumer. 'We will act with the agent before the event. Signed the agreement, no longer signed an agreement with the consumer, they (agent) promised to bear the cost of the product, we (specialized store) only need to bear the cost of installation and transportation. 'This store sold a total of 10 sets of 'winning the championship period Package ', has completed the refund of 9 consumers.
A Gansu Province Vantage agent told this magazine that his cooperative store has completed a refund of about 150 cases, accounting for about half of the total, and there is no complaint. 'We are very prepared, every sell one The agreement will be signed with the consumer, and the preliminary work is done more, so the late refund is relatively smooth. 'And whether the refund is all borne by the dealer or agent, the agent said that it is not clear whether Vantage will compensate , 'At present, I will bear the responsibility, first guarantee that the refund will proceed smoothly, and other issues will be negotiated later.'
2. 'Refund' is equivalent to 'Return Card'. Is it Vantage?
Regarding the refund of Vantage, the biggest controversy is the 'refund' change to 'return card'.
According to the Vantage refund process, consumers who purchase the 'winning package' online will not receive cash, but will get the 'shopping card' of Jingdong and Tmall. This kind of shopping card is valid for three years and can be used accordingly. Shopping on the e-commerce platform, directly deducting the purchase price, no use threshold.
On this way of 'returning the full amount', CCTV Finance, which previously praised Vantage's marketing technique 'inciting social media', did not recognize it. On the 18th, CCTV Finance issued a document criticizing Vantage's 'refund' as a 'return shopping card' Set of roads.
Qiu Baochang, president of the Institute of E-Commerce Law of the Beijing Law Society, said in an interview with CCTV Finance that 'this 'full refund', according to the usual understanding, is to retire the RMB, not the so-called ' shopping card'.
However, from the announcement of Vantage's official activities, Vantage has never promised to give cash back to online consumers. According to the news released by Vantage's official WeChat public on May 31, consumers who purchased the 'winning package' online, retired The mode is the equivalent of the platform consumption card, not the RMB. Under the Weibo comment of the China Consumers Association, there are many consumers pointing this out.
Is it equivalent to 'returning the card', does Vantage’s refund method be untrustworthy? The above-mentioned legal worker said that if Vantage’s refund method was declared “retreat card” from the start of the event instead of Cash, and the announcement does not use vague expressions or use smaller fonts to reflect the card withdrawal method. Consumers can see this rule. It is not a breach of contract and untrustworthy behavior to execute the card withdrawal consistently. 'If Vantage is in the event announcement In the promise of cash back, and after the withdrawal of the consumer card, that is the act of dishonesty. But if the two sides reach an agreement at the beginning, 'back card' is the online consumer refund method, then the consumer asks Vantage to withdraw cash, that is Increased the obligations of Vantage and did not meet the requirements of the initial contract. '
'Textbook' level marketing case
79 million, Vantage 'buy' to the best advertising space during the World Cup, a reputation.
In early March of this year, Vantage signed the French football team to become the official sponsor, and declared that 'France is the favourite to win the World Cup this year in Russia.' On May 30, Vantage announced that if the French team won the World Cup in Russia in 2018 Vantage will refund the purchase of the 'winning package' from 0:00 on June 1, 2018 to 22 o'clock on June 30, 2018. On May 31, Vantage put on the newspaper and social media. The team won the championship, Vantage retired the full section of the ad.
As the French team became more and more brave in Russia, Vantage’s sales performance also climbed. The data shows that during the event, Vantage’s move brought a total of more than 1 billion yuan in online retail sales. Winning the package ' online sales of 29 million yuan, offline sales of 50 million yuan.
In the early morning of July 16th, after the French team won the championship, Vantage immediately issued a specific refund process, which attracted a public discussion.
According to the announcement disclosed by Vantage on July 4, the refund responsibility will be shared by the sales regional distributor and the company headquarters. During the event, the retail sales of the designated products will be about 79 million yuan. If the actual refund occurs, The cost that the dealer has to bear is only the purchase cost and part of the promotion cost of the 'winning package', the cost will be less than 50 million yuan; the part of the company headquarters should be less than 29 million yuan. It is understood that Vantage has 120 one Level dealers, headquarters and distributors will bear the marketing expenses together.
In other words, less than 79 million yuan, Vantage bought the World Cup 'best advertising space'. Hisense as the official sponsor of the 2018 FIFA World Cup, the cost is about 1 billion yuan. And Youku, Mi Wei and other related to the World Cup The company's expenses are mostly more than 1 billion yuan. Compared with the former, Vantage's 'winning the full amount' activity is actually very cheap, and the $79 million is really worth too much.
Wang Dizhao, a representative of Vantage Securities, said in an interview with China Securities Journal: 'If the French team really wins, the cost of the payment is really big, but this is within our annual marketing budget and will not cause significant impact on the company's performance. At the same time, 'Wang Yuzhao told China Securities Journal before, 'If the French team wins, we have follow-up marketing plans to pick up the files, I believe that will further promote the sales of products.'
With this marketing, Vantage has undoubtedly become the dark horse of the World Cup sponsors, and even overshadowed the French champion, and the strong occupation of the domestic public opinion field has become a hot topic for the whole people.
And according to the announcement of the event, Vantage partners will share the fruits of this victory with Vantage. According to the important channel of Vantage online sales, Jingdong and Tmall’s “return full payment process”, customers will not get cash, but take Go to Jingdong and Tmall's 'shopping card'. This kind of shopping card is valid for three years, can be used for shopping on the corresponding e-commerce platform, directly deducting the purchase price, no use threshold.
A marketing campaign directly promoted brand promotion and marketing, and even the partners got the opportunity to promote sales. This marketing of Vantage is called 'textbook level'.