A company with poor adaptability can turn a good thing into a bad thing through clumsy actions.
A company with good adaptability can turn a bad thing into a positive good thing through its own active efforts.
On the morning of Christmas Day, the 25th, Xiaoyao Mall’s “sonyhw60 wrong price scandal” incident quickly became the focus of the Internet and the media.
A total of 100,000 sonyhw60 digital cameras, originally priced at 1,999 yuan, were mistakenly marked as a super low price of 199 yuan with a 10% discount, and were sold directly at Xiaoyao Mall's hourly sale!!
And because this time period is 9 o'clock in the morning, many white-collar workers and young people have habitually turned on their computers and started browsing things they are interested in, so there are particularly many access IPs to Xiaoyao Mall during this time period.
Buying a Sony digital camera for 199 yuan seems like a joke to many people. It is simply impossible. Second-hand recycled and refurbished machines cannot be sold at such a low price! Unless Xiaoyao Mall sells fakes, but Xiaoyao
How can a mall sell fake goods?
Although they didn't believe it, many people tentatively placed orders directly. After finding out that the order had been confirmed and the payment was successful, they immediately spread the news through Q.Q, Weibo, WeChat and other messaging channels.
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There are not as many online shoppers in China as there were in 2013, but thanks to Thomas Yun, his Taobao.com has at least over 100 million users after several years of hard work.
With such a huge online shopping population and word of mouth, 100,000 sonyhw60 digital cameras were all sold out in less than 20 minutes - this is still limited to one per person per account.
On the basis of the platform, otherwise it will not be a problem to get it done in minutes.
By the time the backend staff discovered an abnormality in the data, the sonyhw60 had already been sold out and taken off the shelves, and the payment had already been credited to the company's account. There was no way to cancel the order.
As the reporting, discussion and other procedures were carried out, Xiaoyao Mall was not panicking yet, but the netizens who had successfully paid for their orders began to be inexplicably impatient. After all, they themselves knew that this kind of behavior was obviously exploiting loopholes and was abnormal.
The transaction will most likely be canceled by Xiaoyao Mall and will not be approved.
In this mood of worrying about gains and losses, people who used Weibo and WeChat Moments, relying on advanced and timely communication methods, began to discuss subconsciously.
"You think Xiaoyao Mall will accept the purchase, right? It should, right? The price is set by them, and the regulations are also set by them. Since we can officially buy it, it proves that the sales contract is established!"
"I don't think so. I just checked the official website. The sonyhw60 page has been cancelled. The sonyhw60 model we purchased before can no longer be found. There are only traces in the purchase record... Well, I want to take pictures and save them first. If
They are cheating. This is my evidence!"
"Hey, I don't know what you are worried about? Who is the owner of Xiaoyao Mall? It's Xiao Qi! They dare to sell Dreampad and Dreamstars at 80% of the US benchmark price. The cumulative loss is at least one or two billion, right? This
A mere one or two hundred million, what does it mean to him? How can he care about money so much? Xiao Qi is not the one who cares about money!"
"That's not certain! Dreampad and Dreamstars are in the smart electronics industry. In order to quickly compete for China's market share, Xiao Qi had to resort to this trick. But it is different now. Xiaoyao Mall is a shopping website. This kind of labeling is obviously wrong.
Price behavior. It’s perfectly normal to cancel your order and get your money back.”
"It seems to make sense. After all, Xiao Qi is not in charge of Xiaoyao Mall, but his subordinates! Maybe Xiao Qi doesn't even know about such a small thing."
"Hehe. This reminds me of IBM's famous 'one-dollar sale' incident. Whether Fairy Company is a responsible company and whether Xiao Qi is a pure man depends on how they deal with it! Sit back and watch how things develop!"
"Come on! Everyone, come and watch the news. The TV stations have broadcast it. There is a live interview with Qin Yibin, CEO of Xiaoyao Mall, who is talking about the Sony HW60 misprice incident!"
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At noon, Qin Yibin was interviewed by reporters with a haggard and serious face in the TV cameras of various major TV stations.
"Yes! This time it was the staff's mistake! They had been working hard all night, so they did not do their best when inputting and reviewing! The selling price of 1999 was marked as 199. This simple mistake
It caused a huge loss of more than 100 million! Now we are having a meeting to see how to deal with this matter...Which method will we choose? Sorry, no comment now!...Yes! We will definitely take the buyer's mood into consideration
, but please also take our feelings into consideration. After all, this is a mistake, not that we deliberately wanted to sell this gimmick at a price! ... We will give out the final handling method later. Please believe that our Xiaoyao Mall
Not that kind of unscrupulous businessman!"
The camera returned to the studio, and many guests expressed their opinions on this.
Qin Yibin didn't say how he would deal with it, but this attitude was usually a hint.
Generally speaking, everyone thinks that it is very unlikely that Xiaoyao Company will completely deny its account.
Because this company belongs to Xiao Qi, Xiao Qi doesn't care if he loses hundreds of millions or more than a billion, because his expenditure on the entire Xiaoyao series has been conservatively estimated to have exceeded 300 billion yuan.
Xiao Qi spent so much money, so he had a big plan. Maybe he was targeting Amazon, hoping to become the number one in China - the struggle between Taobao.com and eBay back then, but we Chinese people used their weakness to
It's better to win. Now Xiao Qi, a genius, has better capital and ability than Amazon. There is no reason why he can't defeat them!
Therefore, if just because of the over 100 million incident, there is a big fuss, the reputation of Xiaoyao Mall, which has just been opened for less than a day, is ruined, and Xiao Qi's entire layout is setback, then it is really not worth the gain.
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However, although I think it is unlikely that the account will not be acknowledged, there are very few people who think that Xiaoyao Mall will deliver the goods according to the order.
The reason is also very simple. This time it is obviously an operational error and not a real preferential price. Therefore, Xiaoyao Mall has sufficient reasons to explain the problem. Even if it goes to court, consumers will not win.
What's more, the cost, time and energy spent in defending rights are not something ordinary netizens can afford.
When it comes to online commerce, if any company is not at fault, it is simply a big joke.
If Xiaoyao Mall dares to admit it this time, what about the second and third time?
This time we only lost 100 to 200 million. What if we encounter large-scale home appliances and suffer losses of 3.5 billion, or 7.8 billion?
What should we do then?
Acknowledging your account for the first time and then not acknowledging it later will definitely have a worse impact than if you don't acknowledge it the first time! People will feel even more deceived!
Therefore, the most likely view is that "Xiaoyao Mall will not ship the goods, but will resell the sonyhw60 to these 100,000 users at a discounted price of 30% or 20% off like Dell."
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Listening to the sworn comments from these experts, almost none of them consider the 100,000 netizens from the perspective of consumers. I don’t know how many people’s hearts dropped.
"Xiao Qicai is so powerful, we are just small citizens, we can only follow his rules!"
"Have you seen the public relations effect of Fairy Company? You still want to take away the digital camera at a super low price, just dream!"
"Alas! Although I didn't rush to buy it, I still feel that this is not good."
"..."
Comments came one after another. Throughout the whole day on the 25th, the total number of posts and reposts on Weibo and WeChat about the "Xiaoyao Mall Wrong Price Gate" incident exceeded 50 million, and it was even reported abroad.
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Don't think that foreign businessmen are that honest. They also have different ways of dealing with this kind of mispricing, some admit it and some don't. Carrefour and Wal-Mart have both done this.
It's just that they are targeting a certain small retail product, or a batch, and the situation is not so serious at all, so naturally the response is not big.
In fact, in the B2C online shopping mall, Xiaoyao Mall is not the first company to make such a mistake, but it is definitely the company that attracts the most attention - there is no way, your boss is called Xiao Qi, then you will be subject to more and more
Huge public pressure!
However, despite the commotion, Xiaoyao Mall's opening celebrations were not affected in any way.
With the advantages of low price and good quality, Xiaoyao Mall's 24-hour sales exceeded 1.2 billion yuan, setting an astonishing new high for China's b2c shopping website!
The major news media that received money naturally fully reported this phenomenon, especially the online media, which spared no effort to bombard the nerves of netizens - after all, only these people who go online are the real main force in purchasing.
When advertising, you also need to find a good user base!
The bombardment of a large number of advertisements and word-of-mouth publicity caused more people to rush into Xiaoyao Mall to buy goods, gradually overcoming the impact of the "wrong price scandal" incident.
After all, many people think that only the 100,000 users are affected. I want to snap up the products I like, and it doesn’t matter how they treat you. As long as I don’t suffer a loss, that’s fine!
Even the 100,000 people who bought Sonyhw60 gradually gave up hope after calling the customer service hotline again and again without getting a reply. They only thought about getting some compensation, which would be good. (To be continued.)
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ps: My mother-in-law’s kidney stones are quite troublesome, and she has been busy these two days. It seems that it is really necessary for everyone to drink more water on weekdays, especially in summer, warm water and weak tea are the best drinks.