I. Details of the incident
Recently, JD.COM launched an activity called "Real Lowest Price is Really Cheap", aiming at the lowest bid for the live broadcast room in Li Jiaqi. 10 year 10 On 24th, the buyers and sellers in JD.COM publicly shouted Li Jiaqi's "Choose One from Two" in the circle of friends. JD.COM Cai Xiao called Li Jiaqi, and JD.COM Cai Xiao said that the price was lower than that of Li Jiaqi live room. The news said, "Now I finally understand why the price of Huaxi Zi couldn't come down before, but I still want to extend my sincere apologies to the brand."
First of all, it needs to be clear that the lawyer's letter was not sent by Li Jiaqi himself, but the brand representative of Li Jiaqi Cooperation. The core reason of this lawyer's letter is that the price of JD.COM is lower than that of Li Jiaqi, which may cause the brand to face huge compensation. Therefore, the brand demands that JD.COM stop its activities and compensate for the losses. Heinz said that JD.COM repeatedly violated the contract and directly or indirectly revised the sales price of Heinz products. At the same time, it also caused Heinz's passive default in cooperation with other customers, which will soon lead to the risk of huge compensation.
The staff in charge of this activity in JD.COM explained that they could offer a lower price, because JD.COM provided subsidies out of its own pocket. This practice is regarded as a normal price war in the market, aiming at attracting more consumers. However, this has caused complaints from brands, who believe that this practice disrupts the market order and harms the interests of brands.
At the end of this incident, a JD.COM employee stood up and questioned the price control behavior of the live broadcast room in Li Jiaqi, and hinted that it might be illegal. He asked: "Is it illegal for individual super-head anchors to choose either one or the other for their own selfish interests?"
Second, JD.COM was complained that the price was lower than that of Li Jiaqi live broadcast room, and the head anchor live broadcast room stipulated the lowest price of goods. Is this reasonable?
Answer first: this practice is certainly unreasonable. The previous "China incident" was already disgusting. The head anchor is also liked and believed by the audience. This talent has grown up slowly, with traffic and popularity, but the head anchor is not from the State Price Bureau. Why does he have the right to set the lowest price of goods? Isn't this another form of monopoly? As the saying goes, water can carry a boat and also overturn it. All kinds of behaviors in Li Jiaqi's live broadcast room are completely profit-seeking behaviors of merchants, completely ignoring the basic rights and interests of consumers.
1, price competition and consumer interests
Li Jiaqi's products have always been the lowest price in the whole network. He signed an agreement with the brand to set the lowest price of the goods, the so-called floor price. This reserve price limit aims at maintaining one's reputation and ensuring that the prices of different channels cannot be higher than one's own.
For fans in Li Jiaqi, this seems to be a protective measure to ensure that they won't see a lower price elsewhere than the live broadcast room in Li Jiaqi. However, JD.COM challenged this reserve price limit and announced that "the real reserve price is really cheap" and dared to compete with the price in Li Jiaqi.
This move caused widespread controversy, firstly because it broke through the limit of the reserve price, and secondly because it threatened the brand with huge compensation. According to the agreement, if the goods are sold in other channels at a price lower than the reserve price, the brand will face liquidated damages.
Since the price offered by JD.COM was lower than that of the live broadcast room in Li Jiaqi, the brand began to demand compensation. This move has caused many questions: What caused this price war? Who is the winner of the price war? Is there a deeper problem behind this?
From the point of view of consumers, price competition is usually a good thing. Competition usually means more choices and lower prices. Consumers naturally want to buy goods at the lowest price, which is one of the basic principles of market economy.
So, JD. The activities of COM are very popular with consumers, because it means that they can buy goods at lower prices and enjoy more discounts.
Another issue is law and market norms. This incident is not only a matter of commercial competition, but also involves commercial contracts and legal issues. The price strategy introduced by JD.COM caused losses to the brand, so the brand made a claim.
This triggered a controversy about the legality of internal contracts and price control in the live broadcast industry. After all, whether the anchor with goods can control the brand price and whether there is monopolistic behavior is a problem that needs to be clarified by law.
Although the brand filed a claim in this incident, the final judgment will affect the norms and future development of the whole industry.
No matter what the final result is, this event will have a far-reaching impact on the live broadcast industry and provide useful reference for the future development of the industry.
We look forward to seeing more standardized and fair market competition in the future to meet the needs of consumers. This also reminds us that market competition and legal norms are two inseparable parts of the market economy. While safeguarding consumers' rights and interests, we must ensure the fairness and transparency of the market.
2, the consumer first point of view
From the consumer's point of view, price competition is the cornerstone of market economy, and it is also a powerful driving force to rationalize product prices and improve product quality. It is a natural desire for consumers to buy the goods they need at the lowest price.
Under the slogan of the lowest price in Li Jiaqi, it attracted a large number of consumers, so his live broadcast has been far ahead. However, JD.COM stepped forward, forcing Li Jiaqi to challenge his price control strategy, which triggered market competition and allowed consumers to fully enjoy the benefits of falling prices.
This incident reflects the vitality of the market and concerns about consumer rights. Competition urges enterprises to provide more attractive prices and services to meet the growing demand.
Consumers will benefit from this price war, because they can buy their favorite goods at lower prices, which is one of the core advantages of the market economy. Competition promotes the progress of the market, forcing enterprises to improve efficiency and products and services to attract more consumers.
However, issues related to price competition are not only related to the interests of consumers, but also related to laws and market norms.
3. Laws and market norms
But this incident is not only a matter of price competition, but also involves commercial contracts and legal issues. The price strategy introduced by JD.COM caused losses to the brand, so the brand made a claim.
This triggered a controversy about the legality of internal contracts and price control in the live broadcast industry. After all, whether the anchor with goods can control the brand price and whether there is monopolistic behavior is a problem that needs to be clarified by law. Although the brand filed a claim in this incident, the final judgment will affect the norms and future development of the whole industry.
Personal opinion: From the consumer's point of view, the so-called "lowest price" in Li Jiaqi live broadcast room is simply playing with consumers, and a small anchor can set prices for consumers in turn for his own benefit by relying on the trust and traffic given by consumers, which is also ironic. In fact, I have heard many tricks in the live broadcast room. I can only say that Li Jiaqi is no longer a "migrant worker" like others. He was turned into a capitalist by the traffic and heat given by fans, and it became more and more ugly to eat profits. Even as a passer-by, my impression of Li Jiaqi is getting worse and worse, and I won't buy anything in the live broadcast room in Li Jiaqi in the future. Watching him rise from Zhu Lou, watching him entertain guests and watching his building collapse, I always believe that water can carry a boat and overturn it, and see how long Li Jiaqi can be beautiful.
JD。 COM forced Li Jiaqi's behavior to arouse people's widespread concern about the price control in the live broadcast industry. This event is not only the embodiment of commercial competition, but also the test of laws and market norms. This event will have a profound impact on the live broadcast industry and provide a useful reference for the future development of the industry. We look forward to seeing more standardized and fair market competition in the future to meet the needs of consumers.