Why can’t the manual be given away?

Why can’t the manual be given away? ——Analysis of the dilemma of giveaways in recent hot topics

Recently, many consumers have reported on social media that the "manual giveaway" activities promised by some merchants have not been fulfilled, triggering widespread discussions. This article will combine the hot data of the entire network in the past 10 days to analyze the reasons behind this phenomenon and sort out relevant cases.

1. Overview of hot topic data

2. Analysis of common causes

1.Inventory management issues: Some merchants did not estimate the number of participants in advance, resulting in a shortage of printed manuals. A case study by an educational institution shows that the actual number of "handbooks given to the first 1,000 people" it promised was less than 300.

2.Activity rules are vague: According to statistics, about 42% of disputes arise from unclear terms and conditions, such as "limited gift" without specifying the specific quantity, and "first come, first served" without specifying the time point.

3.cost control considerations: The cost of printed matter has increased significantly. In Q2 2024, the price of paper printed matter will increase by 17% year-on-year. Some merchants will later choose to reduce the scale of gifts.

3. Consumer response suggestions

1.Keep evidence: Take screenshots to save event pages, customer service conversation records, etc. At present, 73% of successful rights protection cases rely on electronic evidence.

2.Complain promptly: Report problems through channels such as the 12315 platform (processing time is 3-7 working days) or Black Cat Complaint (average response time is 24 hours).

3.Choose a reliable platform: Priority is given to participating in activities with the "Platform Guarantee" logo. The redemption rate of such activities can reach 92%, which is much higher than the 68% carried out independently by merchants.

4. Observation of Industry Trends

Data shows that since May 2024, the number of complaints related to "physical gifts" has increased by 35% year-on-year, while the acceptance of "electronic alternatives" has increased to 61%. Some brands have begun to transform:

Experts suggest that merchants should establish a "gift inventory early warning system" to automatically close the entrance when the amount of claims reaches 80% of the inventory, which can reduce 83% of subsequent disputes. At the same time, consumers also need to view promotional activities rationally and avoid losing big for small things.

The data statistics period of this article is from May 20 to May 30, 2024, covering a total of 18 data sources on mainstream social platforms and complaint channels. The core contradiction is still focused on the gap between "promise and fulfillment", which requires joint improvement by merchants, platforms, and consumers.