I wanted to make a wave of discounts, but only after paying the final payment did I realize that I was expensive, and I instantly became a "take advantage".

On November 1, a reporter from Beijing Business Daily compared the prices of different platforms and found that the price difference of the same product on different platforms can be as high as nearly 100 yuan.

Taking a boot from URBAN REVIVO as an example, Taobao and Tmall are 419 yuan, and Douyin is 339 yuan after a 6.8% discount, and the price difference is 80 yuan.

The analysis pointed out that although the price difference between platforms during the "Double 11" period is reasonable, relevant constraints should also be done between brands and platforms to maintain a good order in the market.

At the same time, the platform can consider maintaining consumers’ brand favorability and trust through price guarantees and other methods.

The price difference between different channels

　　"Double 11" has completely different prices and activities for the same product on different platforms, which can make you accidentally fall into the pit at any time.

On November 1st, the Weibo topic #refund##final payment##double 11# rushed to the hot search list. Under the related topic, many consumers complained that the products they purchased "finished more after paying the final payment than buying directly. Expensive" "Why 'Double 11' is not as cheap as '6.18'", and more consumers said bluntly, "Come together and find that it is more expensive than platforms that do not collect orders."

　　The reporter of Beijing Business Daily selected a variety of products related to clothing, beauty, and digital for comparison, and found that the prices of the same product in flagship stores of Taobao, Tmall, Jingdong, Douyin and other platforms are not the same, and the difference is within 5 yuan. It is not uncommon, but the price difference of some single products is even more than 20% of the commodity price.

　　Taking a boot from URBAN REVIVO in autumn 2022 as an example, its original price in the official flagship store of Taobao UR is 499 yuan. After using the coupon of "399-30" of the store and the full discount of "300-50" across Taobao stores, The actual price is 419 yuan.

In the official flagship store of Douyin UR, the original price of the boots is also 499 yuan. After using the store's "6.2% off" coupon without threshold, the actual price is about 339 yuan.

Comparing the two, the price difference of UR on the two platforms is 80 yuan.

　　In addition to the above-mentioned brands, the Beijing Business Daily reporter also found that a 236ml facial cleanser from CeraVe is priced at 93 yuan on Taobao and Tmall, and 85 yuan and 83 yuan on JD.com and Douyin.

A men's down jacket from The North Face is priced at 1419 yuan in the official flagship store of The North Face in the north and 1638 yuan in the official flagship store of The North Face in Jingdong.

The purple version of the iPhone 14 with 256G of memory is priced at 6,349 yuan in the official flagship store of Taobao Apple Store, while the same mobile phone is priced at 6,899 yuan in the JD.com Apple product JD self-operated flagship store.

　　It can be seen that "Double 11" consumers want to buy products with the best price choices, not only to compare the full reduction and discount amount, but also to directly compare the final transaction price.

The platform weakens the voice of the enterprise

　　The price difference of each channel of "Double 11" has a certain relationship with the platform preferential rules and brand channel preferential differences.

The customer service of the URBAN REVIVO brand explained to the Beijing Business Daily reporter that the management of the brand on different platforms is different, and the discounts are also different.

　　Another brand’s customer service said that the price is set by the manufacturer, and the general price difference is related to the time to market, material and discount of the product. He also said, “If it is the same product, but the price of different links is different, it may be because A participatory event".

　　The difference in the activities launched by the brand on the platform may also be the reason for the price difference.

In the Tmall flagship store, a Medature smear mask is sold in a set of 6 packs. The original price is 430 yuan. After using the store and full discount coupons, the price is 360 yuan, and the single price is 60 yuan; In a set of 8 sets of Douyin, a single price is 55 yuan, and if you buy it in the live broadcast room of a head anchor of Douyin, you will get 7 sets for 348 yuan, and a single price is 50 yuan. The price difference of a single mask About 10 yuan.

　　The customer service of the Medature Tmall flagship store said that the activities of different platforms are different, but the Tmall flagship store has an event to give away samples and masks, which is not available on other platforms.

It is understood that the 30 pieces of demo samples given away need to meet the conditions of accumulative actual payment of 798 yuan, and register in the member center to participate.

Multiple measures to maintain trust

　　During this year's "Double 11", Taobao launched "300-50 full" and "200-30 full" activities. Tmall 88VIP can redeem exclusive coupons for "6800-520 full" and "3800-300 full"; Full 299-50" event, Douyin Mall launched the "200 minus 30" event.

In addition to platform discounts, various merchants have also launched store-exclusive coupons, plus shopping bonuses, two-piece discounts and other activities, and the existence of price differences seems to be unavoidable.

　　Lai Yang, chief expert of the Beijing International Business Center Research Base, said that according to different promotional activities and staged subsidies on different platforms, the price of the same product on different platforms will fluctuate, and the price difference is relatively reasonable.

　　"It is impossible for the price difference of the same product on different platforms to maintain a high level for a long time." Lai Yang pointed out that if this phenomenon occurs for a long time, there is no need for consumer intervention. Disputes will arise, and then relevant pricing constraints will be imposed on the contract terms.

　　At the same time, as the "price comparison phenomenon" has become common, Lai Yang said that there are currently platforms that have introduced relevant measures. Consumers can get the price difference refunded by the platform after showing evidence that other companies are cheaper, so as to ensure consumers' trust.

　　Retail expert Hu Chuncai also believes that "Double 11" activities on different platforms are different, "It is normal for different platforms to have different costs, charging standards, activities, and different prices. At the same time, each brand has certain rules for their own activities and pricing degrees of freedom".

　　However, Hu Chuncai said that the convenience of e-commerce platforms makes it easier for today's consumers to find the price difference. After consumers buy, they find that they are expensive, which will easily damage the image of brands and platforms.

He believes that brands can consider making up for the price difference through other activities after consumers feedback the price difference, so as to balance the psychology of consumers.

　　Beijing Business Daily reporter Zhao commented on intern reporter Hu Jingrong