Many people eagerly anticipated the monthly double-digit sales that happened across e-commerce platforms. Brands often create enticing marketing campaigns event to attract buyers to these sales events. Yet, itel Mobile, a Chinese mobile phone manufacturer, encountered a significant problem with their promotion last night.
During a TikTok livestream by Unbox Diaries, itel Mobile announced a promotion for their itel A50 3GB+64GB, reducing its price from Php 3,199 to Php 1. However, due to a technical issue, they accidentally sold 6,500 units. The original plan was to sell only one unit at Php 1, but the company decided to increase the number to 10 units during the livestream. Unfortunately, the promotion mistakenly extended to 6,500 units, resulting in a potential loss of Php 15.6 million.
In response to this situation, Unbox Diaries quickly released a TikTok video explaining what had happened and asked those who purchased the promotion to cancel their orders. They requested that buyers first message the itel Mobile Philippines TikTok Shop account with their shipping details, as they would be sending a complimentary gift. This was followed by an official statement from itel Mobile Philippines, which also explained the incident and asked buyers to cancel their orders.
Many buyers were angered by the mishap and commented that they would report the issue to the DTI. In response, Unbox Diaries created another video to further explain the situation and again asked people to cancel their orders.
UPDATE (July 11, 2024)
itel Philippines released its official statement regarding the recent TikTok livestream incident last July 6, 2024.
To all our valued customers,
We extend our sincerest apologies for the inconvenience caused to all our valued users and to Unbox Diaries during our recent livestream event on July 6 on their TikTok account. We also acknowledge any shortcomings in our initial response to the incident and are committed to addressing them.As a brand committed to providing a reliable smart life, itel upholds a ‘user-first’ philosophy and takes full responsibility for our mistakes. In alignment with this commitment and to address the situation, we will be issuing a Chat Voucher worth 2,898 Pesos to each affected customer (one voucher per buyer) through direct messaging. This voucher can be used for purchases at the itel TikTok Shop official store (itel PH store), allowing you to re-order the A50 with just 1 Peso or to purchase any other itel products (The voucher will be valid until July 31).
We assure you that we are using this incident as an opportunity to refine our processes, thereby enhancing the user shopping experience and ensuring the continued delivery of the dependable quality you expect from itel.
Should you have any further questions or need assistance, please do not hesitate to reach out to our customer service team on the itel TikTok Shop official account (@itelmobilephilippines).
Thank you once again for your understanding and steadfast support for itel.
itel Philippines’ Official Statement Regarding the Livestream Incident
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