Able to win the first prize multiple times, you can buy "2680 yuan" home appliances for only 380 yuan
"One draw" platform lottery draws hidden marketing tricks
According to industry insiders, the high price of lottery products on the e-commerce platform is a false bid, the actual cost is very low, and the quality is average.
News from our newspaper (Reporter Xu Xinxing) Random lottery draws on platforms such as WeChat Mini Programs can win the first prize multiple times.
By paying a certain fee with a large lottery ticket, you can get a home appliance and other products whose price is several times higher than the actual payment... This is the scene of the "lucky draw" activity on some platforms.
So, what kind of routine is played in such a lottery?
A recent investigation by a reporter from the "Workers Daily" revealed that this kind of "one draw wins" first prize lottery marketing is hidden tricks.
Not long ago, after Beijing consumer Mr. Xu used the shared power bank, a lottery reminder from the "big-name welfare agency" applet popped up on the platform page. After clicking on the lottery interface, a message "Congratulations on winning the first prize and high-end smart AI sweeping robot 2300 yuan coupon, limited time to receive” prompt, he only needs to pay another 380 yuan to receive a certain brand of sweeping robot.
Mr. Xu entered this type of sweeping robot on JD.com and Taobao, and found that this product was indeed available on these two platforms, and the price was also around 2,700 yuan, so he immediately paid 380 yuan.
A week later, he received the sweeping robot shipped from Shenzhen, Guangdong.
However, industry insiders pointed out that the high prices of these products on the e-commerce platform are all false bids, and the cost of the products is actually very low.
Another deceived consumer said that this sweeping robot is particularly light and of average quality. It "charges for a few hours and works for more than ten minutes."
The reporter learned that the lucky draws such as the "Lucky Wheel" that Mr. Xu encountered relying on platforms such as WeChat Mini Programs were not isolated cases.
In recent years, on platforms such as Zhihu and Weibo, some netizens have also expressed their own lottery experience and confusion about such activities.
If some netizens win the first prize and pay more than 300 yuan, they can buy an air purifier with a price of more than 2,900 yuan, while others can buy jewelry with large coupons.
In this regard, industry insiders pointed out that this kind of online lottery activity can be manipulated through the background, the program is "written to death", and parameters such as the winning percentage can be set at will.
At the same time, merchants put the goods involved in the lottery on some top e-commerce platforms and displayed them at a higher price, so as to enhance the credibility of the lottery and the consumer's "sense of acquisition", which is generally more confusing.
This kind of low configuration, high price, and random lottery to induce consumers to buy "high-value" products is essentially a false "rewarded sale" behavior. Consumers should not be credulous and pay "IQ tax."
Lawyer Wang Weiwei, a partner of Beijing Zhongwen Law Firm, believes that if a business actually conducts promotional activities under the name of a "lottery" and sells products of inferior quality and high price, it should constitute consumption fraud.
In accordance with the relevant provisions of the "Interim Regulations Regarding Promotional Behavior", the market supervision department should investigate and deal with it.
At the same time, if the merchant puts the goods involved in the lottery on the e-commerce platform and displays it at a higher price, and there is no basis and actual transaction, it constitutes price fraud. Consumers can report to the price department and the platform.
However, from the perspective of law enforcement, the identification of such price fraud is difficult.
Therefore, consumers are also advised to keep their eyes open when buying "winning" products.