In recent years, whenever the Mid-Autumn Festival approaches, "sky-high" moon cakes have become a "pain point" for consumers to shop. The relevant departments have begun to implement key supervision, but there are always merchants who "cleverly" evade the red line by playing the "edge ball". Yesterday (2nd), China Consumers Association also issued a consumer warning, saying that mooncake packaging is simple and appropriate.
Stealing and selling "high-priced moon cakes"
Merchants have three routines.
Routine 1: reselling and increasing prices
Recently, a brand announced that the Mid-Autumn Festival is approaching, and this year, two mooncake gift boxes, Yuhu Yingyue and Liuxin, were launched, with prices of 188 yuan/box and 318 yuan/box respectively, totaling about 100,000 boxes. At present, both mooncake gift boxes have been sold out, but many e-commerce sellers are still reselling at a higher price.
On an e-commerce platform, the price of "Yuhu Moon-welcoming Gift Box" sold by some merchants is more than 400 yuan, which is more than twice as expensive as the original price, even approaching the regulatory red line of "500 yuan". As for the "Flowing Moon Cake Gift Box", although many merchants show that they are out of stock, some merchants also show that they can consult customer service. In this regard, the customer service of the merchant was asked, and the customer service responded that the Liuxin moon cake gift box was still in stock, with a price of 636 yuan per box, and sent a link to the buyer. The content of the link shows that the price of the gift box of Liuxin Mooncake is 498 yuan, the price after the coupon is 486 yuan, and the courier fee is 150 yuan.
Routine 2: Hide keywords
Faced with the regulatory red line of "500 yuan", some online merchants also played a trick of hiding keywords. For example, in an ice cream flagship store, if you directly search for "moon cake", you can’t find more goods than 500 yuan, but if you search for "ice cream" or "gift box", there will be a variety of commodity exchange coupons, and some products are very similar in style to moon cakes.
In the commodity evaluation, some consumers exposed the Mid-Autumn Festival gift box redeemed by the exchange voucher, and the words "moon cake ice cream" were printed on the gift box.
Routine 3: Combination premium
In addition, under the banner of "Mid-Autumn Festival Gift Box", it is not uncommon to find mooncakes in commodities, and the price of these gift boxes often exceeds that of 500 yuan. In the flagship store of a red wine brand in Tmall, a Mid-Autumn Festival suit with a price of 1595 yuan, the picture shows that it contains two bottles of wine, two boxes of moon cakes and a multifunctional bottle opener. However, after inquiring in the flagship store, it was found that the total price of the two bottles of wine was only 710 yuan, which also meant that excluding the two bottles of wine, the value of other commodities such as moon cakes exceeded that of 800 yuan.
In another shop, there are as many as 24 kinds of mooncake gift boxes. The combination of goods available includes thermos cups, notebooks, scented candles, towels, honey, handmade soap, etc. Two ordinary mooncakes look like dispensable supporting roles.
"sky-high price" moon cakes are profitable.
Consumers are forced to pay the bill.
From the perspective of protecting consumers’ rights and interests, businesses increase profits by attracting purchases through over-packaging, and some consumers get a "sense of ceremony" by buying over-packaged products, which seems to be "one willing to fight and one willing to suffer", but in fact, consumers’ interests have been damaged and unnecessary expenses have been increased.
For consumers, the huge and complicated packaging box can only be thrown away, and only the products that are "trapped in it" have real use value. The cost of packaging is included in the price of goods, and it is finally passed on to consumers.
If all businesses make the trend of over-packaging worse and worse for the purpose of increasing profits, consumers will only be forced to accept the over-packaged products on the shelves over time, and eventually lose their right to choose.
Four departments jointly issued a regulatory announcement.
China Consumers Association warning: packaging should be moderate!
In June this year, the National Development and Reform Commission and other four departments jointly issued the Announcement on Curbing "Sky-high" moon cakes and promoting the healthy development of the industry, and put emphasis on the supervision of boxed moon cakes whose unit price exceeds that of 500 yuan.
Yesterday, China Consumers Association issued a consumer warning saying: Moon cake packaging is simple and appropriate.
The "slimming" of mooncake packaging is mainly reflected in four aspects:
First, limit the number of packaging layers, requiring that the number of packaging layers of moon cakes should not exceed three at most;
The second is to compress the packaging gap, reduce unnecessary gaps in the packaging box, and avoid "big cakes in the box are small";
The third is to reduce the packaging cost. For moon cakes with a sales price above 100 yuan, the proportion of packaging cost in the sales price will be reduced from 20% to 15%. For moon cakes with a sales price below 100 yuan, the proportion of packaging cost will remain unchanged at 20%. At the same time, it is required that precious metals and mahogany materials should not be used as packaging materials;
Fourth, strict mixing requirements, moon cakes should not be mixed with other products.
On the occasion of the Mid-Autumn Festival, China Consumers Association also encourages consumers to record the over-packaging and "sky-high" moon cakes that violate laws and regulations, standards, public order and good customs by hand, and report them to local market supervision departments and consumer associations.
This paper integrates China Discipline Inspection and Supervision News and China News Network.
Producer: Lu Yi
Producer Zheng Hong?
Editor Wang Hexiang Ai Jiumei Sui Boyu
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