Group purchase "special offer" products are typically sold as bundled packages. During the peak season for home decoration, when consumers choose well-known building material brands, they often struggle to find the best deals. This makes purchasing building materials an attractive option for first-time decorators. The credibility of third-party group-buying platforms, combined with ultra-low prices that even beat May Day discounts, along with the negotiation tactics of the "group leader" and non-refundable deposits, have lured many new consumers into the market.
A reporter attended the 95th group buying event for home furnishings organized by a city-based group-buying website on April 12. The event started at 10 a.m., drawing over 60 home furnishing brands and numerous online participants. At the beginning, the "group leader" warned attendees not to disclose today’s discounted prices to others or share order details with other customers. Following this, representatives from different brands took turns presenting their special offers, with the group leader negotiating further to announce what were claimed to be significantly lower than market prices. Each brand had a booth, allowing consumers to place orders on the spot.
At the scene, it was clear that all "special offer" products were sold in packages. For example, Huida Sanitary Ware offered a "bathroom full combination" package, including toilets, cabinets, faucets, showers, and mirror boxes. The price of this set was advertised as 55% off the market price, selling for just 3800 yuan. When asked if individual items could be purchased separately, the sales staff confirmed that single products were not part of the discount and were not available at such low prices.
**Consumer Perspective**
At the group-buying event, consumer Mr. Liu mentioned that while the platform looked lively, only a few products actually had significant discounts. Many people believed that the 100-yuan deposit could be refunded later, so they paid upfront and planned to return the item if unsatisfied. However, during the transaction, when they went to the physical store to transfer the order, the sales staff warned that the price was too low and advised signing a contract. But in such cases, the store usually avoided responsibility if something went wrong.
**Brand Perspective**
Zhang Hui, general manager of Zhibang Kitchen Cabinet Beijing Branch, explained that group-buying websites act as consumer platforms, often charging brands service fees based on the number of events they participate in. Brands rely on these platforms to attract customers who pay a deposit first and then transfer the order to the physical store.
Regarding whether the group-purchase price is the lowest, a brand representative said, “Some are, some aren’t. There's still room for maneuver during these events.†In most group-buying activities, merchants launch specific products or sets at heavily discounted prices. However, these products are often of lower quality or excess stock, and well-selling items are rarely included in such promotions.
**Legal Perspective**
A store manager mentioned that they were also at a loss regarding brands participating in group-buying activities. These brands often direct customers to the store without using the cash register to avoid price reviews. Therefore, it's recommended that consumers sign their orders at the counter to protect their rights.
Qiu Baochang, director of the Consumer Rights Protection Committee at the Beijing Lawyers Association, stated that if consumers pay a deposit through group purchases and buy other products via the website, according to the new consumer law, the online service provider must provide accurate information about the merchant, including contact details. If they fail to do so, they may be held responsible for any consumer losses. Additionally, if the website collects deposits on behalf of the merchant, it depends on whether the two parties acted as joint sellers or shared responsibility. In such cases, the website should also bear consumer losses.
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