Nine years of online shopping experience is not worth the "cheap" of two years, and senior members are not as good as ordinary members.
Why is it expensive for old users to buy the same product on the same platform at the same time?
In response to this kind of big data "killing familiarity", experts said that excessive ingestion and abuse of user data should be regulated
News from our newspaper (Reporter Liu Bing) "During the'Double 11' consumption, both roommates and roommates fell in love with a cosmetic product. When using the same coupon and the same platform to purchase this product at the same time, the roommate’s purchase price was 221 yuan. And my purchase price is 238 yuan, a difference of 17 yuan." Ms. Wei, who lives in Haidian District, Beijing, told a reporter from Workers’ Daily that she herself has 9 years of online shopping experience, and her roommate has just been working for two years. The amount is significantly lower than her.
She was very angry at the "killing familiarity" she encountered.
The so-called "killing familiarity" refers to the same goods or services, the price seen by old customers is higher than that of new customers.
The reporter's investigation found that on the same e-commerce platform, different consumers receive different coupons.
Mr. Zhao, who lives in Tongzhou, Beijing, said that the discounts he received from clothing stores on an e-commerce platform were significantly lower than those of his colleagues.
His colleague is paying attention to this shop this year, and he has been paying attention to it for 5 years.
The same person using different accounts to log in to the same platform will also have different prices.
Previously, media reported that Ms. Han, who has 12 years of online shopping experience, has spent nearly 260,000 yuan on her premium member account online.
In addition to this premium member account, she also has an ordinary account, which has only been used for 5 years and does not have much consumer expenditure.
Recently, when Ms. Han was consuming, she found that the same product is 25 yuan more expensive to purchase with a premium member account than a normal account.
Generally speaking, the greater the amount of purchases and the higher the membership level, the greater the benefits enjoyed.
But the situation of "killing familiarity" is the opposite, which makes many consumers feel uncomfortable.
According to relevant survey data from the Beijing Consumers Association, 56.92% of the respondents said they had been "killed"; online shopping platforms, online travel, and online car-hailing apps or websites had the most problems with "killing".
Some analysts believe that in order to attract new consumers, many e-commerce companies have given greater discounts. When these consumers become regular customers, they will continue to reduce the "sweetness", so that new and old users have completely different prices.
Wang Xiaoming, a lawyer at Beijing Deheheng Law Firm, said that the same product on the same platform is given different prices for different consumers. This way of "killing familiarity" with big data is illegal.
Consumers who have been "killed" want to defend their rights, and often have difficulties.
Wang Xiaoming said that because operators usually justify their reasons for different product models or configurations, different package discounts, and different time points, and at the same time they do not disclose specific algorithms, rules and data to the outside world, consumers often provide more evidence after encountering similar problems. difficult.
However, the period of rights protection is relatively long, and the customer service of merchants constantly "plays Tai Chi". In the case of not much loss, the average consumer will choose to give up.
According to Chen Zhongyun, a professor at the China University of Political Science and Law, "killing familiarity" is a manifestation of some e-commerce platforms ingesting consumer personal data and then misusing it.
To solve this problem, the root cause is to regulate the excessive intake and abuse of user data by e-commerce platforms.
If a user's various consumption habits, consumption amount, and use of discounts within a year are all known to the merchants, this provides conditions for e-commerce to "see people and eat dishes".