BELLE'S Brand Is Eyed By Fraud Groups? Branding Is Duty Bound.

Near the end of the year, sales promotion is coming. Consumers should be cautious of fraud when shopping.

Recently, some consumers complained to the Beijing Commercial Daily that they bought a pair of Staccato boots in Beijing Jun Tai Department in November. After two days, some people claimed to be Staccato producers of BELLE group and demanded refund to consumers, resulting in their loss of more than 20000 yuan.

In addition, reporters found that many consumers had received calls from Staccato producers, and consumers of BELLE's other brands, Zhen Mei Shi, had received similar calls. In the face of personal information leakage, businesses have an unshirkable responsibility. But for consumers who have caused economic losses, how to deal with individuals and brands?

Accurate fraud is impossible to guard against

Purchase information is leaked, precision fraud lets consumers relax vigilance. Recently, a Liu surnamed consumer told reporters that he bought a pair of boots of 1295 yuan on the two floor of Beijing Jun Tai Department Store in November 9th. After two days in the evening, a customer service staff claiming to be "Staccato manufacturer" said to Ms. Liu on the phone that Ms. Liu bought the batches of shoes and had quality problems, so they needed to recall and compensate for shoes. At the same time, the "Staccato manufacturer" can accurately quote Ms. Liu's consumption date, amount and the corresponding style, so that Ms Liu can relax her vigilance.

The consumer uses Alipay's cognitive blind area to defraud. During the refund process, Ms Liu opened the website by linking the ants with the help of the ants, and claimed that she could refund the money to her by borrowing ants. Before long, however, the customer service said that because of the staff's mistake, she transferred the bank's card to more than 20000 yuan, hoping that Ms. Liu could return it. Thus, under the guidance of the other side, the more than 20000 yuan was transferred to the WeChat account of the other side.

After the incident, Mrs Lau realized that the cheater was making use of his borrowed money to cash in, causing himself to cause serious economic losses. "Why is her consumption information exploited by fraudsters?" she questioned the information security of the brand counters. After understanding the truth, the Beijing Commercial Daily reporter visited the Staccato counters of Jun Tai Department store. The counter said that hackers might have stolen information in the background, not a brand member intentionally leaked. In addition, the counters said that producers would not directly contact consumers. If recall is also a brand customer service, call consumers at the beginning of "400".

BELLE group frequent accidents

During the visit, the employees of the above Staccato counters said that other consumers had received similar fraud calls besides Ms Lau, but because of repeated confirmation by other customers and counters, the economic losses were avoided. At the same time, close to Staccato's real beauty counters also revealed that this situation has occurred in real poetry. Individual consumers have received a fraudulent phone call calling themselves "true beauty poem customer service", but there is no economic damage yet.

For the above two brands and Ms. Liu cheated incident, the Beijing Commercial Daily reporter called the BELLE group after sale center in the name of consumers. It was reported that the group had filed an alarm for Ms. Liu's fraud in Jun Tai Department store, but the follow-up situation was not known. BELLE group also did not set up relevant departments or specific post personnel to supervise such incidents. When the Beijing Commercial Daily reporter again contacted the group as a reporter, customer service said that the senior leaders would reply to the follow-up. But before the deadline, the group did not reply.

Such cases are not only frequent this year. The Beijing Business Daily reporter visited the Internet information to see that in May 2015, BELLE's shopping website named "excellent purchase fashion mall" was leaked by user information. The fraudsters used this tool to cheat more than 140 people, making millions of yuan. Many users who first shopped on the website questioned personal information being betrayed by the internal staff of the website, and the official response of the website was that the information loss was due to the hacker's "hit by the library attack". However, BELLE did not respond to the compensation for the non victims.

It is understood that BELLE group independently operates 10 footwear brands: BELLE, Teenmix, Teenmix, Teenmix, Staccato, Zhen Mei Shi, Mei Bao, Millie 's, Xun Da, Bai Shi and JipiJapa. The 8 brands of agency are Bata, BCBG, Elle, Clarks, Geox, Mephisto, Merrell and Caterpillar.

Branding is duty bound.

As for the leakage of customer information, Gu Huanyu, the founder of China famous brand magazine and the brand expert of the Ministry of Commerce, said in an interview with the Beijing Commercial Daily reporter that if the business process details the personal information of customers in the purchase process, all businesses should encrypt the data. Once problems arise, enterprises should also shoulder considerable responsibilities. "For example, this 20 thousand yuan customer loss case, enterprises in addition to giving consumers the corresponding emotional condolences, there should be a certain degree of economic compensation." Gu Huanyu said.

Gu Yuan Yu also said that if the company has experienced similar situations in the past, it shows that the management of the enterprise itself has relatively large omissions. "In essence, it is not enough concern and attention to the rights and interests of consumers. At the same time, there are no follow-up measures and no corresponding person in charge to manage the incident, which shows that enterprises have no system guarantee in this respect.

As for how to reduce and eliminate the leakage of customer information, Gu Huanyu said, first, there is no doubt that the system is built. The management must attach importance to customer information security from the aspect of management system. To the actual operation level, the hardware and software must be put in place, such as timely protection of the system, the perfection of the personnel in the after sales department, etc. on the other hand, the enterprise culture, and the protection and attention to consumer rights, must be constructed at the consciousness level.

In the era of big data, self built online platform to grab customer data to locate consumers' portrait has become one of the business ways of many enterprises and brands. This is followed by frequent leakage of personal information. For this reason, Gu Huanyu told the Beijing Commercial Daily reporter that the importance of online platform and backstage data is positive, but the inspection, reinforcement and safety work of self inspection system must be done in place. "Because many enterprises are due to repeated customer information leakage, and ultimately because of the Domino dominoes effect leads to word-of-mouth decline, stock prices slide."