On June 14, Fast Technology reported that, Chongqing Jingdong Haijia E-Commerce Co., Ltd. was fined 50000 yuan by Chongqing Banan Market Supervision Bureau for exceeding the specified limit of award-winning sales activities during the Spring Festival Gala.
It is understood that the prizes provided by JD in the interaction link of CCTV Spring Festival Gala include the right to use such prizes as Interworld M9 car, Yangzhou single family luxury house, Beidaihe theme apartment, etc.
The market price of these rights of use far exceeds the explicit requirement of "the maximum amount/market price of incentive sales by operators shall not exceed 50000 yuan" in the Interim Provisions on Regulating Promotion Behavior.
Therefore, JD's behavior was identified as unfair sales with prizes, and it was subject to corresponding administrative penalties.
Despite being punished, JD has not stopped its market strategy of award-winning interaction, During the upcoming 618 Shopping Festival, JD announced the launch of "Jingdong 618 Happy Night" in cooperation with Hunan Satellite TV and Mango TV, and continued the award-winning interaction.
In addition to Huawei, Apple, Lenovo and other family buckets, the prizes still include the words of 21 cars and Altay villas sent to Jingdong to participate in the activity in the slogan.
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