Ms. Yue, who lives in Fengtai District, Beijing, recently received phone calls and text messages from some home improvement companies and building materials companies, and introduced her various promotional offers to her. In recent years, telemarketing has become an important marketing tool in the home industry. For merchants, this is indeed a low-input, high-output marketing approach, but for consumers, out-of-control telemarketing has become a form of harassment.
Merchant: cost-effective marketing
In marketing, telemarketing refers to the use of telephones to achieve a planned, organized, and efficient way to expand customer base, improve customer satisfaction, and maintain market behaviors such as old customers. With the development of information and communication technology, telemarketing has become an important means of marketing and promotion in many industries, and the home industry is one of them.
“Our company never advertises and relies on telemarketing to win customers.†At the Beijing Green Home Expo, the co-construction designer told reporters. The reporter learned that the telemarketing fans are mostly small-scale home businesses with limited scale. Fighting the strength, they can not fight the large-scale brand enterprises, there is no high advertising or activity budget; fight the price, they can not fight the "miscellaneous army", can not win with ultra-low prices. For these companies, telemarketing costs are relatively low, a consumer message, plus a few phones and some phone promoters, can sit in the house to pull business.
However, as the market space is getting smaller and smaller, some powerful brand home furnishing companies have gradually strengthened their efforts in telemarketing. According to Liu Yang, deputy general manager of Chengwai Cheng, their telemarketing team played a very important role in the past “blasting marketingâ€. She believes that telemarketing is mostly for consumers who are interested in purchasing. This method can not only provide consumers with promotional information, but also enable enterprises to directly connect with target customers.
Consumer: Marketing becomes harassment
Gu Xiaoming, a professor at Fudan University, said that successful telemarketing should enable both parties to appreciate the value of telemarketing. However, this is only an ideal state.
“Since I visited the home show, I frequently received sales calls.†Ms. Yue told reporters, “I really want to install a house, but bombing promotional calls and text messages make me very annoyed.â€
There are not a few consumers who are harassed by telemarketing like Ms. Yue. Mr. He, who was in the housing area of ​​the mountain, had just received the key to the new house in less than a week. He received marketing calls from five or six home improvement companies and introduced him to the group loading activities in his community. "I told them clearly on the phone that there was no need for renovation recently, but they still called me and sent spam messages, which made me particularly disgusted." Mr. He was very angry when he talked about this.
It seems that many consumers do not appreciate telemarketing. Liu Chen, secretary-general of the Beijing Branch of the Beijing Market Association, believes that although the home industry is moving forward from marketing to doing business, this pre-emptive approach is still a “non-mainstream†marketing approach, although it reduces marketing costs. But it may not be recognized by consumers. If it is not well controlled, it may even become a kind of harassment.
Lawyer: Telemarketing Mo stepped on the red line
So, how do merchants get consumer information? According to the reporter's understanding, some consumers have left personal information when consulting at the merchants. For example, Ms. Yue recalled: “You need to fill in the mobile phone number when you receive the home show tickets online, and then use the mobile phone number to get the tickets on the spot, maybe those merchants Just because I know my mobile phone number." The reporter also had a contact in a store called "Jindalai" when he visited the Longfeng House. He received the call from the company last Friday. The phone told reporters that the brand had promotional activities on the weekend.
In addition, some companies will spend money to buy consumer information. Ms. Wang, the marketing manager of a home improvement company, told reporters that this has become a hidden rule in the home improvement industry. Almost every company has a large budget for purchasing consumer information.
However, lawyers of Zhitong Law Firm Chu Yune said that enterprises obtain consumer information through illegal means and then harass them in various ways. This is also a violation of consumers' privacy rights, and even suspected of breaking the law. He pointed out that the Criminal Law Amendment (VII) added a crime of infringement of citizens' personal information, including the crime of selling, illegally providing citizens with personal information and illegally obtaining citizen's personal information.
He advised consumers that if they encounter telephone harassment, it is best to retain evidence to the industry regulatory authorities to complain about rights. At the same time, pay attention to protect the privacy of the phone. For example, when signing some contracts, you can attach the confidentiality clause of personal information to constrain the other party's behavior of selling your own information. At the same time, the reporter also reminded consumers that you can install settings such as call firewall on your mobile phone to filter out some strange calls to avoid repeated harassment.
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