Some people say that Vantage's 'French team won the championship and the full-back' World Cup marketing campaign was a good hand, and it made it a bad one. From the realistic results, Vantage's cards did not play well enough, but the problem does not seem to be entirely in Vantage. Think about it, if someone on the board is not playing the rules, how can other people's cards be good, and they can't win.
According to public information, Vantage officially launched the promotion from May 31, and the detailed rules of the event were publicized on the official website of Vantage, official WeChat, official Weibo and the website of Vantage authorized stores of various e-commerce platforms. The rules of the event were notarized. After the French team won the championship on July 16th, Vantage immediately launched the refund procedure. There was no intention of pushing the three obstacles and trying to breach the contract. Only some small accidents occurred during the period, such as individual dealers running, leading to some consumers. No refunds. However, Vantage has solved this problem through another channel.
What really caused Vantage to fall into the whirlpool of public opinion was not the 'accident' that Vantage himself made, but someone made trouble and took the opportunity to spoil. After the launch of the refund process, Vantage began to speak out to the media and consumers. Reflected, said that Vantage did not fulfill the promise, or 'refusal of refund', or 'change the refund as a refund card', and gave it a 'not honesty' hat. In this regard, Vantage quickly explained: Some Consumers purchase non-winning package models, or purchase products outside of the event time, so they can not enjoy refunds; some consumers want to refund cash, but the rules of the event are to withdraw the card. In other words, Vantage The payment has been carried out in accordance with the rules and procedures agreed in advance. The problem lies in the fact that individual consumers consider the super-rule requirements from their own perspective and are therefore dissatisfied and complain.
If only some consumers do not carefully read the rules of the event, make a misunderstanding, or someone just wants to make a mess, this can be understood, but some media are not too big to see the excitement, do not seriously investigate, come up to speculation, Indiscriminate qualitative, the words in the report reveal the Huadi jokes, can't wait for it to be ugly, this is a problem. Some insiders analyzed that Vantage was accused of this, and the good marketing activities almost caused a crisis, there may be behind Competitor manipulation. If this is the case, the sloppy media has turned into a joke.
Even if there is no conspiracy, the performance of individual consumers in the incident is worthy of reflection. In fact, there are many consumers who have a cheap mind in real life. This kind of mentality is not only revealed on the refund of Vantage. The cheap, you can certainly see the swarming. For example, a mall in the sales season launched the '15 days unconditional return' activities, attracted a lot of consumers, the sales of clothing has increased significantly. But at the end of the event encountered Returning tide, selling more than 1,000 sets of high-end fashion, there are nearly 200 sets back. If you count the discount during the event, the popularity of the event is very strong, in fact, it is basically a loss to earn money. Some people say this is a business I am looking for it. Yes, this is recognized. But some consumers are cheap and still sell, it is not kind.
In the case of 'unconditional return', as a lesson, businesses should naturally review what they have done well, but even if the review is deep, the return tide is still unstoppable, because the consumers of these returns are not because The quality of the goods themselves is returned, they are mostly 'returned for return'. That is to say, some people go to the mall to 'buy' clothes, they simply don't really want to buy, just 'borrow' to wear for a few days.
The return of the test is the issue of social integrity. If one party's integrity is too costly, it can only explain the lack of integrity of the other party. The reason why the business-to-consumer illegal search incidents occur in China is endless, in essence, is often encountered with people. The reason for the difficulty of returning goods is the same. Some consumers return maliciously, but it is just the other side of the same problem.
Integrity is two-way. Businesses are anxious in returning goods, think about what people think, this is the trust of consumers; and consumers should also consider the business, give a benign response, in order to achieve integrity. In a sense Consumers' integrity is also the key to building a credit market. The ancients have long understood: 'The people don't ask for what they want, it's the letter.' Of course, buying things is what they want, although the buyers and sellers have the first set of equality. Relationship, but there is an inequality of 'letter' on the issue of 'deal', so 'seeking' and 'not asking' determine the actual inequality between the buyer and the seller in the actual transaction process. In other words, in nature In the context of the economy and the era of small commodities, both sides of the transaction seek for the 'sex', which is profit, not a letter. From a deeper perspective, it is believed that China has not been able to form economies of scale or market economy for thousands of years. An important reason. The bargaining style that Chinese people are willing to accept and get used to, fundamentally explains the social lack of 'letter'. The 'bargaining' type of transaction must presuppose the difficulty of returning, corresponding to it. , it also presets 'unconditional return' Objective conditions that occur in large numbers.
Although the implementation of 'unconditional return' is difficult, this method has been continuously adopted by some powerful merchants due to the gradual improvement of the credit market. However, from the current situation, the refund of the Vantage and a certain degree of malicious return phenomenon The problem of honesty exposed is still not optimistic. On the consumer side, it is difficult to establish a reputation for integrity. After all, the change of the folk style is not based on legal provisions.