Does Yuanqi Forest beg consumers for a refund? The strongest operational error caused the company to lose millions of dollars.

Have you ever had a drink in Yuanqi Forest? Although the brand has not been established for a long time, the concept of 0 sugar and 0 fat 0 card series products has caught up with the trend of "health and health". Now Yuanqi Forest has become a household name.

But recently, Weibo netizens have launched a heated discussion on # how do you think of Yuanqi Forest being flooded with wool, and # Yuanqi Forest issued a notice asking users for a refund? what's going on when it quickly went on Weibo's hot search on October 28th?

On October 26, Yuanqi Forest official store showed a large number of ultra-low-price orders, worth more than 200 yuan of goods, the actual payment is only about ten yuan. Some netizens even sent out a record of wool purchase, which showed that the netizen bought 30000 bottles of soda at one time. In response to this matter, Yuanqi Forest replied that a large number of ultra-low-cost orders far exceeded the actual inventory of the store due to the missetting of the store flash sale activity by an operating staff. At present, the official Yuanqi Forest store, which has 47000 fans and has been operating for more than five years, has removed all its products from its shelves. According to officials, the store has lost 2 million yuan, which is far more than it can afford. Consumers who wish to place an order can apply for a refund at the backstage.

Xiao Zhang, the operator who caused the incident, also immediately sent a message, asking consumers for a refund to recover the company's losses. Xiao Zhang explained in his reply that the setting was wrong because his wife was in labor and was in too much of a hurry. Beg the buyer to return the order, and the good man will be safe all his life.

Some netizens expressed sympathy and understanding for Xiao Zhang, who made a mistake in operation. Think that e-commerce promotion is very busy, it is easy to configure the wrong situation. The staff member was able to inform consumers in time and take the initiative to take responsibility after finding the mistake, which is rare. I hope everyone can understand each other more, and jokingly called the incident "the sheep lost the wool".

Some netizens think that it seems to be an operational mistake, but it is actually a quite shrewd marketing tool. Hot search on the topic of creation, publicity in disguise, is more affordable and more popular than inviting celebrity endorsements.

It is rumored that the new round of financing of Yuanqi Forest is nearing completion, with a target valuation of US $14-15 billion. In the same period, 36 krypton reported that Yuanqi Forest continuously won the first place in Tmall's beverage sales during 2018 and 2019, and achieved a good result of nearly 2.9 billion yuan in sales in 2020 alone. 2 million should not be a large number for Yuanqi forest. The hope that consumers who have placed orders to apply for a refund is, to some extent, a moral kidnapping.

What we need to remind you here is that although the store is the official store of Yuanqi Forest, it is only responsible for a team, and the performance is accounted for independently. So for this small team, the number of 2 million is a big loss.

According to the provisions of the Electronic Commerce Law, as long as the consumer confirms the price and pays the price, then the contract has been established, and the merchant cannot say that the contract is not valid for any reason. In response to this matter, Hu Gang, deputy secretary-general of the legal work Committee of the Internet Society of China and a lawyer of the China Consumer Association, said that Yuanqi Forest should deliver goods at the price paid by consumers and faithfully fulfill the obligations stipulated in the contract.

Judging from the current situation, there is no way to judge whether the incident is deliberate marketing. But the accident was really caused by the shop's own fault. In business, in any case, the operator's mistakes can not let consumers pay the bill, the transaction has been reached, regardless of profits and losses should be responsible, this is the most basic business rule.

Photo source: official website of Yuanqi Forest and screenshot of Weibo