中彩票

天價茶是消費欺詐

來源:東方煙草報 發布時間:2018-10-15 10:22

近日,有媒體報道“天價武夷巖茶”價格動輒每斤上萬元、十幾萬元、幾十萬元,其中一款茶售價竟高達每斤520萬元。實際上,這些冠以大師茶名號的天價茶葉名不副實,不僅欺騙了消費者,也砸了自己的招牌,是對高雅茶文化的一種褻瀆。

講故事、編故事,是自古有之的慣用營銷手法。一種普通的地方小吃,傳說有帝王將相曾品嘗過;一家名不見經傳的小酒坊號稱曾給朝廷進貢……商家講得頭頭是道,聽者不過哈哈一笑,都知道故事里的事不能當真。可隨著社會發展,商家編故事的水平也與時俱進,故事的主角換成了大師、專家,還輔以文化內涵,讓宣傳一下子就超越了傳說,從“純屬娛樂”變成“言之鑿鑿”,迷惑性更強了。

編故事營銷的本質是消費欺詐。《中華人民共和國消費者權益保護法》明確規定,消費者享有知悉其購買、使用商品或者接受服務的真實情況的權利。編故事者云山霧罩的說法,無非是想要制造噱頭,忽悠消費者。一些茶商透露,當地某些所謂大師茶,用的原料和其他茶差別不大,最多不過是有大師在制茶過程中監制,有的純粹只是大師簽了一個名,茶葉的價格就立即上漲幾倍甚至十幾倍。

品茶、藏茶本是一大雅事,也是文化傳承,可如今“天價茶”“高價茶”亂象頻出,卻是對我國茶文化的褻瀆。茶是健康飲品,但茶的消費市場并不健康。這種情況下,消費者不要為了面子或情懷消費,偏離飲茶的本質,理性消費也有助茶葉市場回歸理性。有一則報道很值得我們反思:枸杞穿上“華服”在國內市場身價倍增,但在國外市場卻被冷落。寧夏一些企業帶著用鐵盒、木盒、陶瓷罐等包裝精美的土特產枸杞參加全球最大農業、食品與園藝展——2014“柏林國際綠色周”參展時,遭到當地消費者排斥。中外消費者的不同態度,再次折射出二者消費觀念的差異。一個講排場、講面子;一個看重實惠與環保。無疑,國外消費者的消費觀念更成熟、理性,值得我們學習。

地方政府和監管部門對茶葉市場具有依法規范的責任。據了解,媒體曝光后,福建省南平市已經表示,要堅決扼制“天價茶”,確保廣大消費者都能喝上質量可靠、價格合理的正宗武夷巖茶。態度很端正、措施也很有針對性,但措施要想發揮作用,關鍵還在于落實。如果只說不落實,那可能就是地方保護主義作祟。其結果不僅壞了“武夷巖茶”的口碑,還會給國人留下一個騙人的歷史笑話。因此,依法嚴肅查處編故事欺詐消費者的商家,實際上是維護廣大茶商及消費者的利益,也是對茶文化尊嚴的捍衛。


中彩票

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