Recently, special campaigns against counterfeiting during the Spring Festival in 2022 have been carried out in many places, and the supervision and sampling of products such as the more popular e-commerce special supplies have been strengthened, and netizens have praised them one after another.

  Favorable prices and increased sales

  It is reported that special products for e-commerce refer to products tailored for e-commerce and sold in online stores. In recent years, with the prosperity and development of anchors bringing goods, they have also begun to extend to live broadcast rooms.

  According to Yu Jun, director of the Complaint Department of the Chongqing Consumer Rights Protection Committee, online shopping compresses the supply chain of commodities, so that products from factories to consumers no longer pass through agents and retailers at all levels, which greatly reduces costs and sales. As time goes by, consumers will have the consumer psychology of shopping around and "purchasing cheap", and e-commerce special products featuring "price concessions" have emerged as the times require, and their sales have increased.

  In addition, with the popularization of the new retail model that integrates online and offline, e-commerce platforms or online stores will cooperate with manufacturers to order some specific types of products, which are only available to online shoppers to ensure smooth online shopping channels.

  Cao Lei, director of the e-commerce research center of Netease, believes that for brands that carry out online and offline sales at the same time, e-commerce special products will help maintain the stability of the price system and maintain the ecological balance of online and offline channels. Meeting the diverse and individualized needs of consumers in the Internet age is a good thing.

  A blogger on a video platform has done such an experiment: buying 2 sets of gas water heaters from a physical store and an online official flagship store, and the online shopping products have been marked as special for e-commerce.

The price difference between the two is about 2,500 yuan, but in terms of appearance, accessories and the more important internal igniter and other components, except for the different production batches, there is no obvious difference in weight and material, and the production parameters are also the same.

From this point of view, buying e-commerce special products seems to be the best choice for cheap and high quality.

  Beware of low-quality e-commerce special products

  However, if you search for "e-commerce special supply" and "e-commerce special supply" on the complaint platform, you will find that there are endless quality problems: leather shoes bought from the live broadcast room are easy to open glue, and the soles are easy to crack; baby diapers ordered from online self-operated stores are breathable Poor sex, causing children to develop rashes; the shirts in the official online store are thin and not durable... Some e-commerce special products lose their original advantages and are equated with poor quality, becoming a "shrinked version" of high-quality products.

Why does this phenomenon occur?

  Cao Lei told this reporter that there are many special e-commerce products in clothing, electrical appliances, shoes and hats, bags and other categories.

"The same model of different quality means that the appearance code of the product is exactly the same as the product in the physical store, that is, the same model sold online and offline, but the quality is obviously different. This behavior is a deliberate violation of the operator's information disclosure obligation and violation of consumers' right to know. According to According to the Consumer Rights Protection Law, operators should pay a certain amount of punitive damages as required by consumers, and return the goods for a refund." Cao Lei said, "If the e-commerce special products are not of the same brand as the offline products, but they are publicized Falsely claiming that it is consistent with it will constitute consumer fraud and should be liable for punitive damages. As for the products exclusively provided by e-commerce that embezzle the brand, if there is no brand authorization, it will violate the product quality law, trademark law, etc.

  It can be seen that some e-commerce products exclusively supplied by people have been criticized, mainly in terms of substandard quality and false publicity, and may also involve legal issues, which have a negative impact on the brand's own reputation.

It is worth noting that many products are not specially marked as e-commerce special products. Consumers have poor sense of use and will only mistake them for delivery deviations. Therefore, low-quality e-commerce special products have strong “concealment”. ".

  Oriented to consumer needs

  How to avoid buying low-quality e-commerce special products?

Chen Yinjiang, deputy secretary-general of the China Consumer Rights Protection Law Research Association, believes that consumers should carefully understand relevant information such as product models and after-sales services. Once their rights and interests are damaged, they can negotiate with businesses in a timely manner with evidence.

If the negotiation is unsuccessful, you can file a complaint with the local consumer association or market supervision department, and if necessary, you can apply for arbitration or file a lawsuit to protect legitimate rights and interests in accordance with the law.

  Article 17 of the E-commerce Law of the People's Republic of China states that e-commerce operators shall disclose information on goods or services in a comprehensive, truthful, accurate and timely manner to protect consumers' right to know and to choose.

Experts believe that e-commerce-only products of the same brand and different quality as offline products must first meet product quality requirements, and secondly, the differences in raw materials, configuration, and services between the two types of products should be truthfully informed during publicity.

  With the "strong supervision" of the e-commerce industry, the phenomenon of low-quality and low-quality e-commerce special supplies is being effectively improved.

Local market supervision bureaus and other relevant departments conduct product quality control and random inspections, urge e-commerce platforms to actively self-examine, and promote the industry to become more standardized.

It is understood that a few days ago, many places across the country focused on the special campaign to crack down on counterfeiting during the 2022 Spring Festival, strengthen supervision and sampling of best-selling products such as e-commerce special supplies, and severely crack down on false propaganda on e-commerce platforms in accordance with the law.

  In an interview with this reporter, Ginkgo Finance researcher Chen Niu pointed out that in the long run, e-commerce platforms and brands need to transform "e-commerce special supply" into "consumer special supply". Production", put the demand scale in front, and create a new brand image.

She took an e-commerce special meat grinder on an online shopping platform as an example. The company adopted user big data and R&D suggestions, abandoned many additional functions of the original meat grinder, concentrated on two functions of safety and convenience, and finally reduced the price. Widely praised by users.

Chenjie believes that brands rely on product quality to speak, and products are oriented by consumer demand. "This is the e-commerce special supply that users need."