A few days ago, Ms. Li’s WeChat circle of friends was pushed into a 'home mini simple frozen refrigerator, rushing for 9.9 yuan' advertising. Can buy a small refrigerator less than 10 yuan? In the hot summer, Ms. Li The heartbeat, and then click to enter the ad, but the link does not enter the product purchase page, but prompted to download the iPad to buy, and jump to the download page. Ms. Li did not think much, immediately download, registered a lot of App.
Opened the iPad, Ms. Li found that the 9.9 yuan refrigerator is not directly purchased, but invites friends to download the app, together with the 'figure group', to determine the 'spelt group' success, the qualification to buy at a low price. Ms. Li believes that I have seen a lot of advertisements, and this advertisement comes from WeChat, and the credibility is relatively high. So I tried my best to let my friends and family download the App and join the 'Pu group'. After the family and friends in the group paid 9.9 yuan each, they were told by the system that the group could have a chance to fight, and the system needed to draw the prize in the background. Only those who were selected were eligible to buy this at a price of 9.9 yuan. Refrigerator, otherwise the system will automatically refund you.
However, Ms. Li was not told about the number of 9.9 yuan to buy the refrigerator and the probability of winning. About a week later, she suddenly received a 'WeChat refund notice', prompting her to have a refund of 9.9 yuan, then Ms. Li discovered that The original low-priced refrigerator was not so easy to buy. She was very angry with this: 'I am motivated to persuade my relatives and friends, they are all directed at me, and it turns out to be a scam, this is for me personally. The credit is a kind of damage. This activity did not say that it was a lottery beforehand, not to mention the probability of winning. First, we deducted our money. Is this reasonable?'
The supervision of a lot of lottery funds has been questioned
At the same time, a lot of low-cost advertisements were put together, such as '9 yuan to buy a smart phone', '9.9 yuan to buy a driving recorder', '9.9 yuan to buy a balance car', etc. Many users sent a message on the Internet asking this is Really? And more netizens do not distinguish, directly place orders online.
However, such a large number of 'first deduction and then draw, no refund on the model', may also be one of the sources of a lot of large cash flow. Fighting a lot of prospectus shows, 'As of the 2018 Q1 quarter, a lot of liquid assets There are still cash and cash equivalents of 8.634 billion yuan, and operating cash flow is positive (2018Q1 is 629 million yuan), which is mainly due to merchant prepayments and deposit contributions.
Some consumers have questioned that the use of lottery money can bring a lot of funds to themselves. What is the supervision of this fund? If the lottery is not returned, is there any third-party supervision of the lottery? Is there any bank custody?
Beiqing Daily reporter recently searched for the keyword 'mini refrigerator' in the fight. The result shows that the lowest price of the product is 35 yuan, there is no refrigerator of 9.9 yuan. After asking the customer service, the other party said, 'This is the promotion of the platform. If you see an advertisement in a circle of friends, you can click on the details to see ', and said that you can't provide a link to the 9.9 yuan refrigerator.
Breed a lot of WeChat QQ bargaining group
'Help me to bargain, free to take good care of your goods!' 'It's worse! The double folding electric car original price 3999 yuan, take 1 cent to take away!' 'Chop and cut, see 0 yuan together for free Ms. Zhang said that her family of WeChat, her classmates, and her colleagues are all being screened by this information. 'If you want to receive it for free, you need to share it and let others help you to bargain. The other party will pay attention to the micro signal or download the app. Can be cut, one person, one knife, the price of a knife is random, must be cut into 0 yuan in one day to calculate, otherwise it will be invalid. ' According to Ms. Zhang, the greater the value of the goods, the more people need to help cut Many, such as electric cars, she pulled more than 200 friends and family to help cut, the result is still a little worse. 'Sometimes a knife cut 2 cents, how many knives can be cut enough? My WeChat friends are not much, really pull Not everyone. ' And, the bargaining people can help up to 3 people to bargain every day. The most important thing is that you need to bargain in 24 hours, otherwise you will lose all your efforts.
However, these bargaining, boosting, etc. all need to 'pull the head'. Some consumers said that such news caused harassment in the WeChat group, drowning or interrupting the chat message, seriously affecting the experience of social software. 'A person who hasn't been in contact for a long time, one contact is to let me bargain, I don't want to pay attention, download the app, but it doesn't matter if it's not good, it's very difficult.'
A large number of 'spelling group', 'selling price' and other needs, breeding a lot of 'purpose and more bargaining group' for this purpose, 'to fight more and more together to fight group', 'mutually cut together and group', etc.. I saw that many QQ people in 2000 are full. After joining a multi-help QQ group, the group leader guides reporters to pay attention to their WeChat public account. The public number is an advertisement link for their Taobao coupon website; Other group members send bargains and spelling information from time to time. The group owner also said that they can pay to enter another large group, 2 yuan per person, which can guarantee someone to help bargain.
I have said that I have added the option of 'can directly participate in the spelling list' in the app. I don't need to share to participate in the group. I think that this is a function that is added to control the interference caused by sharing. , 'Things like this will greatly reduce the number of users being forced to spread. You don't need to pass it out under normal circumstances, just spell it in the app.'
Experts allegedly suspected of false marketing
For the low-priced shopping lottery, Jing Heng lawyer Shanghai Super Court lawyer Yu Chao told the reporter of Beiqing Daily that '9.9 yuan to buy a refrigerator and 9.9 yuan to smoke the refrigerator is obviously two concepts', 9.9 yuan to buy a refrigerator is to attract consumers The exaggeration of the eyeball is a low-cost, inductive false advertisement. Article 3 of the "Advertising Law of the People's Republic of China" stipulates: 'Advertising should be true, legal, express the advertising content in a healthy expression, in line with the spirit of socialism. The requirements for civilized construction and the promotion of the fine traditional culture of the Chinese nation. 'Article 4 of the Act stipulates: 'Advertising must not contain false or misleading content, and must not deceive or mislead consumers. Advertisers should be responsible for the authenticity of advertising content. '
Internet commentator Liu Huafang said that the purpose of this kind of activity is to exchange traffic and new customers at low prices. '9.9 yuan has the opportunity to get refrigerators or other products, not necessarily obtained. But consumers will try to pull friends through WeChat and other channels. In this way, the traffic of the activity is quickly enlarged. The winning rate of such activities is not high, and perhaps only a few people win the prize. Then, according to this calculation, the cost of pulling the customer actually becomes very low. 'He believes that most consumers Actually, it is 'playing with play', and it takes time cost and labor cost, but in the end it only brings cash flow and flow to the merchant.
E-commerce analyst Li Chengdong believes that the purpose of this model is to market, and the slogan of its lottery is 'induction marketing'.
