The lowest price of the year was beaten by L’Oreal

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Original title: The lowest price of the year was beaten by L’Oreal

Source: Beijing Commercial Daily

L’Oréal officially claimed that its ampoule mask was “the most powerful of the year” in a live broadcast. A total of 50 masks were priced at 429 yuan. However, in just a few days, this price was “faced”. During the period from November 1st to 3rd, L’Oréal issued a large number of coupons ranging from 999 to 200, so many consumers purchased 50 pieces of the same mask in the L’Oréal brand’s own live broadcast room at a price of 257 yuan. An industry insider pointed out, “If the company and the leading anchor have negotiated and declared that it is the’full year’s maximum strength’, but there are other lower price sales policies, such publicity is false publicity. And the feeling of being’deceived’, It will cause consumers to decline in brand trust and loyalty, and even abandon the brand.”

There is no minimum, only lower

Recently, the topic of #欧莱雅安瓶面膜退差价# has caused heated discussions among many consumers. A reporter from Beijing Business Daily saw on the Black Cat complaint platform that some consumers complained that “the pre-sale of L’Oreal ampoules in Li Jiaqi’s live broadcast room is far more expensive than the spot on’Double 11’. The pre-sale of the L’Oreal ampoule mask cost 429 yuan, and as a result, L’Oreal’s own live studio spot on “Double 11″ is only 257 yuan.”

In addition, there are collective complaints from consumers that “L’Oréal Paris falsely promoted, issued a large number of coupons after paying the deposit, deceived consumers and refunded the difference without discrimination”. The number of related collective complaints reached 716.

A reporter from Beijing Business Daily saw in Li Jiaqi’s live broadcast on October 20 that buying 20 pieces of L’Oreal ampoule masks with 30 pieces, a total of 50 pieces cost 429 yuan. However, in the consumption records provided by consumers, “Double 11 During the period, the L’Oréal brand sold in the live broadcast studio of the L’Oréal brand. Buy 20 pieces and get 30 pieces of ampoule masks for only 257 yuan after the discount.

A reporter from Beijing Business Daily has seen from relevant screenshots provided by multiple consumers that the reason why the price of L’Oreal store broadcasts will be lower than that of Li Jiaqi’s live broadcast is because during the period from November 1st to 3rd, the L’Oreal brand continued to release a large number of Coupons of over 999-200, so some consumers after using the above coupons, the transaction price will be lower than the pre-sale price of Li Jiaqi’s live broadcast room.

It’s worth noting that a reporter from Beijing Business Daily found in the editorial records of L’Oréal’s official Weibo in Paris that L’Oréal released Weibo on October 13th and October 14th, saying “On October 20th, Li Jiaqi’s live broadcast of L’Oréal’s ampoule mask It is the greatest effort of the whole year.” However, on November 11, the above-mentioned Weibo content has deleted the wording of “the greatest strength of the year”.

Regarding the reason why the price of Li Jiaqi’s live room is higher than the price of L’Oreal’s official flagship store on Tmall, a reporter from Beijing Commercial Daily contacted the L’Oreal brand, but as of press time, no response has been received.

In this regard, Li Jiaqi’s company Mei ONE said in an interview with a reporter from Beijing Business Daily, “After we learned about the situation, we communicated with the brand as soon as possible, and actively promoted the resolution of related problems. We are also fighting for consumers. More rights”.

Refund rules are a mystery

On Weibo, Xiaohongshu and other social platforms, there are too many posts complaining about the above incidents. Consumers’ main demand is to be able to refund the price difference. Among them, a consumer posted that he has successfully obtained a refund of the price difference. In the screenshot of the successful refund of the price provided by the consumer, a reporter from Beijing Business Daily saw that consumers’ Described as: “The active price is 429, but only 799-100 coupons, which is equivalent to 8% off. From November 1st to 3rd, the seller continued to release tens of thousands of 999-200 coupons, which is equivalent to 7.99% off. L’Oreal The customer service refunded the difference of 85 yuan. The seller falsely promoted the information and misled consumers to buy. The customer service also refused to deal with the problem. The seller admitted that a large number of coupons were released from 1st to 2nd, and the return had to bear the shipping cost. Order again, and today has passed After the activity period, the full reduction activity has ended, harming the interests of consumers.”

However, the road to refunds is not so smooth, and even the results of consumer rights protection are quite different. The same expensive consumer, Xiao Li, provided a conversation with the customer service of the L’Oreal Tmall official flagship store. For Xiao Li’s request for a refund of the price difference, the customer service of the L’Oreal Tmall flagship store directly replied “No refund”. As of press time, Xiao Li stated that he still has not received a refund.

There are many consumers like Xiao Li who want to refund the price difference but have no results. “Look at other sisters saying that it is easier to pass the refund amount below 100, so they filled in 99 yuan, but there has been no movement for a day.” Not worthy?”

Regarding the question of why consumers also asked for a refund of the price difference but got different results, a reporter from Beijing Business Daily contacted the L’Oréal brand, but as of press time, no response has been received.

Regarding how to deal with after-sales issues, the relevant person in charge of US ONE said, “In order to help consumers better solve after-sales, we coordinated with the brand to help sort out the latest after-sales plan, and update it in Li Jiaqi’s “Double 11″ Excel in real time. In addition, on November 2nd, we also updated and topped this document on Weibo, and performed oral broadcast and synchronization in live broadcast rooms, communities and other channels.”

Guarantee profits and damage your reputation

L’Oréal officially declared a live broadcast of “the most powerful of the year”, but in just a few days it encountered the embarrassment of “slaps in the face”. Mr. Zhang (pseudonym), who has many years of experience in operating on behalf of well-known brands, told the Beijing Business Daily reporter the reason for this. “The operation during the big promotion period is still based on people. This does not rule out that there will be problems with human calculations and operations. The channels are complicated, and the person in charge of each channel is not necessarily the same, which may cause a’bug’ in the price control system.”

According to industry insider Ms. Li (pseudonym), “It should be caused by the lack of communication between different teams. The self-operated live broadcast team, Tmall group, and channel investment team may be a few waves of people, but in any case, the brand hopes to support itself. Live broadcast”.

In addition, Mr. Zhang also said, “The sales targets of some brands during the entire’Double 11′ period are often phased. It is also possible that the sales targets at a certain stage have not been reached, so they will issue more coupons and reduce prices. To increase sales. But this feedback to consumers is a bad consumer experience after all, and it is not worth the loss for the overall brand image.”

Wu Daiqi, CEO of Shenzhen Siqisheng Company, also believes that “maybe due to issues such as price control for live broadcasts, they belong to projects operated by different departments within the enterprise. They have applied for preferential policies but lack effective communication, so they are inconsistent. Another possibility is that because Companies have to pay the head anchors to bring the goods, and it is estimated that they cannot give higher discounts. However, in order to sprint sales in their official live broadcast rooms, they will increase the discounts.”

Wu Daiqi further pointed out, “If the company has negotiated with the head anchor and declared that it is the’full year’s maximum effort’, but there are other lower-priced sales policies, such publicity is false publicity. In addition, it has become a collective complaint for rights protection. Incidents, to further expand the impact, will affect and damage the reputation of the brand. A bad shopping experience and the feeling of being’cheated’ will cause consumers to reduce their trust, loyalty and even abandon the brand, which will have a great impact. In addition, the same The price difference of the products is very large, which will cause consumers to have doubts about the quality of brand products.”

Beijing Business Daily reporter Zhao Shuping Lin Yuwei/text Photo source: screenshots of the live broadcast room, provided by consumers

Editor in charge: Qi Qiqi