Dangdang Trap "Double 11 Promotion Fee" Whirlpool

< p > "double 11" has not yet arrived. The comprehensive e-commerce platform should continue to charge the merchants a high "double 11 promotion fee" as they did in previous years, and suffered a strong rebound from businesses.

< /p >

< p > a few days ago, there were "a href=" http://www.91se91.com/news/index_c.asp "Dangdang" /a > merchants who told the media that Dangdang had sent letters to merchants asking merchants to pay the "promotion fee". Although the amount of "promotion fee" was not indicated in the correspondence, the salesmen of Dangdang paid 5000 yuan "promotion fee" through the QQ notification.

< /p >

< p > because Tmall, Jingdong, Suning, Gome and other electricity providers all said they did not charge the promotion fee in the "double eleven". Therefore, Dangdang's "independence and independence" was strongly resisted by businessmen.

Many Dangdang merchants expressed dissatisfaction with Dangdang's compulsory collection of promotional fees, and lawyers pointed out that Dangdang's move was suspected of violation.

The reporter called the "promotion fee" and responded only to "no comment".

< /p >

< p > < strong > Dangdang received the promotion fee < /strong > < /p > for three consecutive years.

Less than p days ago, Mr. Zhou, who was doing book business on Dangdang online, told the media that in early October, he received Dangdang's invitation letter for Dangdang 14th anniversary activities. The core content of the invitation is to prepare merchants for the "promotion fee".

Mr. Zhou revealed that last year's invitation letter indicated that it was necessary to pay a certain "rebate" as a promotional fee. In this year's invitation letter, the "rebate" option has been deleted and replaced by the "promotion fee".

< /p >

< p > not only Mr. Zhou, but also Mr. Xie, a chief financial officer of a Guangzhou native a target= "_blank" href= "http://www.91se91.com/", "clothing /a", also told our reporter that they also received an invitation letter from Dangdang.

"I also noticed the change from rebate to promotion fee.

If the sales fee is charged according to the rebate, the business will sell more, and the promotion cost will be more.

But this time, it is directly related to the promotion fee, which has nothing to do with the business.

The risk is more borne by businesses.

< /p >

< p > it is learnt that Dangdang did not directly indicate the amount of the promotion fee in the invitation letter, but the salesperson of Dangdang informed the businessman through QQ, and the promotion cost was 5000 yuan.

Peng Zhou, a lawyer of Guangdong red cotton law firm, told our reporter that if the two sides did not have the relevant agreement on the promotion fee when they signed the admission contract, Dangdang did not get the consent of the merchants, and the compulsory unilateral charge of the promotion fee was suspected to be contrary to the contract law.

< /p >

< p > this is not the first time that Dangdang has received a promotion fee.

In 2011, Dangdang was "double 11" and sales promotion (Dangdang shop was also in November), known as 50 million yuan to promote advertising.

To this end, Dangdang charges a promotional fee of 500 yuan for each household. In 2012, Dangdang said it had invested 80 million yuan in promotion and promotion, and charged up to 5000 yuan for promotion.

It should be pointed out that Dangdang charges are third party businesses, and the books and electronic products they operate do not need to be paid.

< /p >

< p > the number of third party businesses that opened in Dangdang was more than 3600 in 2012. < a href= "http://www.91se91.com/pioneer/" > Dangdang CEO < /a > Li Guoqing revealed that in September 8th this year, Dangdang platform investment conference held in Guangzhou revealed that Dangdang's investment promotion efforts in 2013 increased, and the target was to recruit more than 4000 quality businesses to set up shop in Dangdang, so that the total number of platform businesses reached nearly 8000.

If calculated according to the 5000 businesses, the promotion cost of each household is 5000 yuan, so the total sales fee charged by Dangdang will reach 25 million yuan.

< /p >

< p > < strong > merchants questioned Dangdang promotion efforts < /strong > < /p >

< p > in order to seize the "double 11" business promotion highland, all the big business platforms have taken all kinds of skills to promote sales campaigns. All kinds of "double 11" promotion advertisements have long occupied the traditional propaganda positions such as subway, elevator, outdoor billboards, etc. the "double 11" promotion advertisement on the Internet is overwhelming.

< /p >

< p > however, if you pay a little attention to it, you will find that in the current promotional campaign, Tmall, Jingdong, Gome, shop 1 and other integrated platforms are most widely promoted. Some vertical electric providers also frequently appear on various media, but Dangdang's promotional advertisements are rare.

< /p >

"P >" people's promotional advertisements are overwhelming. Where did you see Dangdang's promotion advertisements? I noticed this phenomenon since last year, and this year is still the case.

Dangdang said last year that it had burned 80 million yuan in advertising fees, and this year the estimate will be even higher.

But where did all this money go? This is probably only Li Guoqing's own mind.

Mr. Xie, a financial director of a clothing brand in Guangzhou, complained to our reporter.

< /p >

< p > reporters learned from Jingdong, Gome, Tmall and other comprehensive e-commerce platform that the promotion fees of these electronic business platforms are all out of their own pockets, and those who do not need to take part in promotional activities are promoted by promotion fees.

Jia Jinghua, a well-known IT commentator, told our reporter that when Suning and Gome sold the promotional fees, they were strongly opposed by businessmen, proving that this mode was unpopular.

Nowadays, there are many comprehensive electronic business platforms, such as Tmall, Jingdong and so on. Dangdang alone charges a promotion fee, and businesses are likely to vote with their feet.

< /p >

< p > reporters call Dangdang market department on Dangdang's marketing department. A staff member told our reporter that Dangdang did not comment on the matter and was unable to accept the interview.

< /p >