Economic Daily: Be wary of false price reductions during the “Double 11” promotion

王琪 作

The annual “Double 11” promotion has begun again, with various discounts, pre-sales, and live broadcasts intensively launched. However, according to the consumer tips recently released by the China Consumers Association, issues such as opaque prices, complicated rules, and distorted publicity are still the areas where consumers’ rights and interests are damaged.

Consumers value “Double 11” because of the real discounts. But nowadays, “cards, coupons,” and “price magic” are happening from time to time: the design of rules is becoming more and more complicated, consumer coupons, category coupons, and store coupons are superimposed, and consumer accounting costs are getting higher and higher; some merchants quietly increase prices before events, and then offer discounts and promotions during big sales. People may accidentally step into the trap and consume the trust of consumers.

To regulate market order, we cannot rely solely on consumers to keep their eyes open. E-commerce platforms must shoulder the main responsibility and promptly screen for behaviors such as prices rising first and then falling, false propaganda, etc. Relevant departments should also step up inspections, open channels for complaints and reports, and expose typical routines in a timely manner. Only when platforms fulfill their responsibilities, supervision is in place, and merchants are trustworthy can we break the consumption trap and return promotions to their original purpose of benefiting the people.