The sales pitch is confusing, and the price is still high after the discount

　　Our reporter Wu Bofeng

　　In order to adhere to the mass food attributes of mooncakes and promote the healthy development of the mooncake industry, the State Administration for Market Regulation and other four departments jointly issued the "Announcement on Curbing "Sky-High" Mooncakes and Promoting the Healthy Development of the Industry" (hereinafter referred to as the "Announcement") in June this year. Boxed mooncakes with a unit price of more than 500 yuan are subject to key supervision.

Recently, the State Administration of Market Supervision issued the "Notice of the State Administration for Market Supervision on Centrally Remediating Issues such as Excessive Packaging of Commodities, "Sky-High" Moon Cakes and Crab Cards and Crab Vouchers.

Affected by this, major merchants have adjusted the market price of boxed mooncakes to meet relevant requirements.

　　However, a reporter from "China Consumer News" found during market research and interviews that there are still businesses selling mooncake gift boxes of more than 500 yuan or even more than 1,000 yuan under the concept of "Chinese cakes" and "high-end gift boxes", many of which are well-known brands. .

A variety of gift boxes over 500 yuan

　　"The products in the 2022 Mid-Autumn Festival limited gift box are shaped like moon cakes. You can enjoy a 15% discount if you buy before September 4. After the date, there will be no discount. Buying now is very cost-effective." August 21, "China When a reporter from Consumer News asked the staff of the chocolate brand Godiva Beijing Wangfujing apm store as a customer, he got this statement.

　　Many consumers are not unfamiliar with the Godiva brand. This chocolate brand originated in Belgium has captured the hearts of many consumers with its long brand development history and unique product taste.

On the eve of the Mid-Autumn Festival, Godiva launched a variety of Mid-Autumn Festival limited gift boxes and equivalent gift certificates on the official website and offline stores with the theme of "Non-Vatican Collection Cloud Moon Viewing". The market price ranges from 339 yuan to 1699 yuan. This information is placed on the home page of Godiva's official online store.

Among them, the 2022 Mid-Autumn Festival luxury gold and non-Vatican gift box 36 cakes are the most expensive, at 1,699 yuan.

　　According to the market price of Godiva learned by the reporter, consumers can enjoy a 15% discount on purchase. The above-mentioned various Mid-Autumn Festival limited gift boxes cost 288.15 yuan to 1444.15 yuan.

Among them, in addition to the Mid-Autumn Festival luxury gold · non-Vatican gift box 36 pieces of the Mid-Autumn Festival limited gift box, the Mid-Autumn Festival elegant gold · selection gift box 10 pieces, the Mid-autumn luxury gold · reunion gift box 16 pieces, the Mid-autumn elegant gold · brocade gift box 14 pieces in 3 models The Mid-Autumn Festival limited gift box is still more than 500 yuan after the discount.

Selling "Mid-Autumn Cakes" at high prices

　　According to the latest regulations, the price of moon cake gift boxes exceeding 500 yuan will be subject to key supervision.

But Godiva doesn't seem to be nervous about this. Why?

　　It turned out that Godiva introduced its products in all public marketing promotions: "The 2022 Godiva Mid-Autumn Festival series, developed by chocolate masters, selects black truffle sauce from Italy, sweet and fragrant pomelo puree and Ingredients with Chinese characteristics are incorporated into the Mid-Autumn Festival pastry making.”

　　It can be seen that Godiva did not use the word "moon cake" in marketing.

　　The reporter browsed the introduction of the Mid-Autumn Festival limited gift box products on the official website of Godiva, and saw that each Mid-Autumn Festival cake with a round appearance and various fillings was shaped like a moon cake. It is hard not to associate it with the word moon cake.

When the reporter asked "Ling Xiao", the official customer service staff of Godiva, about the definition of "Mid-Autumn Cakes", the other party made it clear that the Mid-Autumn Festival limited gift box is Mid-Autumn Festival cakes, not moon cakes in the traditional sense.

　　Is this really the case?

When the reporter asked the staff of Godiva Beijing Blue Harbor store, a staff member introduced to the reporter: "We are not allowed to call it moon cake, but it is indeed similar to moon cake."

　　With the in-depth interview of the reporter, the true identity of the Mid-Autumn Festival limited gift box sold by Godiva gradually surfaced.

A salesperson of Godiva Beijing Qinghe Wanxianghui store clearly told reporters: "The Mid-Autumn Festival limited gift box officially sold by Godiva is moon cakes. You can choose to order online or contact the store to provide you with a flash delivery service."

　　In the face of the same product, Godiva market merchants and official customer service have completely different attitudes, which makes people feel confused: Why is it so difficult for Godiva to admit that they are selling moon cakes?

　　On August 23, when the reporter browsed the official website of Godiva again, the discount of all Mid-Autumn Festival limited gift boxes launched by it was changed from the previous 15% to 25%, and the discount rate was further improved.

But even according to the latest discounts, the price of the Mid-Autumn Luxury Gold·Reunion Gift Box 16 pieces and the Mid-Autumn Yajin·Jintu Gift Box 14 pieces are priced at 1274.25 yuan and 726.75 yuan respectively, which are significantly higher than 500 yuan.

Merchant suspected of violation

　　In response to Godiva's practice, Yue Tao, a lawyer from Beijing Yinghe Law Firm, said in an interview with a reporter from China Consumer News that merchants call moon cakes "Mid-Autumn Cakes" and sell them at prices exceeding 500 yuan. It can be clearly said that it is to play "edge ball".

This kind of behavior violates the provisions of Article 14, paragraph 4 of the "Price Law". The behavior of the merchant is suspected of being an unfair price behavior, that is, "using false or misleading price methods to lure consumers or other business operators with their Trading".

　　Yue Tao said that according to the provisions of Article 19 of the "Regulations on Clearly Labeling Prices and Prohibiting Price Gouging" of the State Administration for Market Regulation, the behavior of merchants is suspected of price fraud, and there are "non-labeling or significantly weakening the price that is unfavorable to consumers or other operators. conditions, and deceive consumers or other operators to trade with them”.

　　In addition, the "Announcement" requires operators to sell boxed mooncakes not to tie-in other products in any form, nor to mix mooncakes with other products in the form of gift boxes.

However, the reporter noticed that taking the luxury gold and non-Vatican gift box with the Godiva item number 131402 as an example, the top layer and the second layer are each 4 pieces of Mid-Autumn Festival limited edition series cakes, the third layer is 12 chocolates, and the bottom layer is 16 pieces chocolate.

　　In other words, if the so-called "Mid-Autumn Cakes" sold by Godiva are confirmed to be moon cakes, they will not only be included in the list of key supervision, but also violate the relevant regulations prohibiting mixing and tying.

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