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Original title: The regulation of sales promotion is also an accompaniment to expand domestic demand.
RightPromotionBehavior is clearly regulated and fitssocietyWaiting, but also for a comprehensive promotion under the new development patternconsumptionThe expansion of domestic demand provides one more guarantee of the system.
According to reports, the countrymarketThe State Supervisory Administration issued the “Provisional Regulation on the Regulation of Promotional Behaviors” on October 5, clearly requiringOperatingDeveloppriceWhen there are additional conditions for promotional activities, the conditions must be clearly marked; for price promotions such as price reductions and time-limited discounts, the period will be marked markedly; discounts and price reductions should be marked or indicated in other ways that are convenient for consumers. Reference price.
Price promotions such as price reductions and discounts are becoming more and more normal today. Like the “Double 11” event that was launched in advance, price reductions and discounts are its main promotional methods. In this context, the promulgation of the “Regulation” is certainly quite realistic. Of course, it should be noted that the current “Regulations” will be implemented as of December 1, 2020 and may not be binding on this year’s “Double 11”, but it also meets the strong expectations of society to standardize promotional activities. Under the new development pattern, the comprehensive promotion of consumption and the expansion of domestic demand provides another layer of institutional guarantee.
When it comes to discounts and price reductions, many people will think first of the various online e-commerce platforms over the years.coupon、discountPromotional methods like coupons and even rain of red envelopes. These promotion methods show powerful encouragement, but some of the rules are becoming increasingly complex and more and more routines have become common perceptions. One of the important reasons is that behind many discount rules, additional conditions or reference standards are unknown. This regulation clarifies that if operators have additional conditions for price promotion activities, they must clearly indicate the conditions; discounts and reductions by operators should be marked or the basis for discounts and reductions should be indicated in other ways that are convenient for consumers. “False discount” promotional routines, such as “price increase first, discount then” will be explicitly prohibited.
What should be noted is that the regulation of the “Regulation” on sales promotion is not limited to online, but is integrated online and offline. In other words, offline promotional activities must also comply with the rules.to acceptThe same limitations. This requires that the corresponding supervision is also specifically monitored. If the “Regulation” does not clearly indicate or indicate the benchmark, the discount or reduction will be based on the same operator in the same business premises, and the lowest within the 7 days prior to the promotion.AgreementPrice is the benchmark; If there is no transaction within the previous 7 days, the discount or price reduction will be based on the price of the last transaction before the promotion. Since online consumption can “leave traces”, this reference is easy to confirm, But what about offline promotions?Effective executionIt will also test the wisdom of supervision.
Regarding the regulation of promotional activities, ultimately, it is necessary to increase the transparency of promotional rules and improve the integrity of the market to optimizeConsumer environment. At present, the importance of consumption has reached a new level and the country has also introduced many policies and measures to promote consumption. The communiqué of the Fifth Plenary Session of the Central Committee of the Communist Party of China announced a few days ago clearly stated that the expansion of domestic demand shouldstrategyBase point, Accelerate the cultivation of a complete internal demand system and comprehensively promote consumption. Optimizing the consumer environment is an important part of improving social consumer confidence and expanding domestic demand.Standardization of price promotion activities such as price reductions and discounts seems to be only part of optimization of the entire consumer environment, but is closely related to everyone’s needs.consumer behaviorIt is closely related, and regulating it is also an inherent requirement to effectively protect the rights and interests of consumers.
It should also be noted that regulating the sales promotion behavior of merchants also leads to “going back to basics” of sales methods. You should know that promotional methods are becoming more and more routine, which is essentially weak innovation of marketing methods and excessive reliance on marketing and neglect.productwithServicequalityCaused by Consequently, through clear regulations to pierce the bubble and excessive marketing routines, operators may be more motivated to pay attention to innovation of marketing methods and think about how to draw consumers’ attention to the product andquality of serviceIn terms of care, this is not only an addition to the integrity of the market, but also leads to the formation of an atmosphere of healthy market competition.
Price promotion activities are self-issued by the market, butMarket economyyesEconomics of the rule of lawIt should also be a moral economy. With regard to atypical “routine” promotions that violate consumer rights, they must be regulated in a timely manner, and this also leads to a win-win situation for society. Finally, it should be noted that while the “Regulation” will be implemented after this year’s “Double 11”, most platforms and merchants may want to “adapt” in advance and formulate promotional “Double 11” rules according to the new normative. In any case, a consumer environment of “more sincerity and less routine” is the blessing of the whole society and the basic requirement to maintain the enthusiasm of social consumption.
(Source: Beijing News)
(Responsible editor: DF524)
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