9.9 yuan experience course, is it a "pie" or a "trap"? Recently, the Jiangsu Provincial Consumer Protection Commission issued a reminder that platforms should fulfill their review obligations, improve evaluation mechanisms, and safeguard consumers' right to know and choose. 9.9 yuan for playing golf, 9.9 yuan for learning to walk on the runway, 9.9 yuan for experiencing Beijing Opera throughout the entire process... Recently, a 9.9 yuan experiential course has become popular in shopping malls, clubs, and studios. The experiential courses cover a wide range of fields and diverse types, including painting, music, dance, equestrianism, tea art, and more. The Jiangsu Provincial Consumer Protection Commission believes that the amount of "9.9 yuan" subtly controls the boundary of cost-effectiveness, accurately grasping the consumption psychology of young people who pursue novelty but are also short of money, and has been rated as the "wool class" and "ordinary fun class". For consumers, it enriches their leisure life and refreshes their life experience. Even if they don't feel good, they can run away after finishing and leave without any burden; For businesses, avoiding resource vacancies has become a means of exploring breakthroughs in fixed consumer groups. According to platform feedback and related reports, some consumers have a satisfying experience of "doing big things with small money", but there are also some consumers who have reported problems encountered during the experience process, such as asynchronous online and offline appointments, homogenization of experience courses, and hidden consumption behind the 9.9 yuan. Some consumers were informed upon arrival that online reservations were invalid and they had to make new reservations, resulting in long queues. Some lecturers and coaches gradually become numb during brief and repetitive lectures, due to low customer conversion rates and a lack of motivation for institutions to improve course quality. The Jiangsu Provincial Consumer Protection Commission believes that the 9.9 yuan experience course has built a two-way bridge between merchants and consumers, providing a way for merchants to showcase service content and promote brand promotion while minimizing consumer trial and error costs. It is understandable for businesses to be anxious about whether they can retain experiential customers and turn them into long-term customers, but distinguishing and restricting student experiences and overly entangling sales can inevitably cause consumer aversion. Accumulating sales and positive reviews through high-quality experiential courses, gaining more exposure, and continuously attracting more consumers may also be another form of "profit". To avoid high cost-effectiveness turning into low price and low value, the Jiangsu Provincial Consumer Protection Commission suggests that businesses should focus on the quality of course content and service level, provide meaningful course content, create a relaxed and pleasant experience environment, meet consumers' expectations, stimulate consumers' interest in "further education", and turn "traffic" into "retention". The platform must fulfill its review obligation and review the educational and training qualifications of merchants in advance when listing relevant content; At the same time, we will improve the evaluation mechanism and plug the loopholes of "brushing positive reviews" by opening user reporting channels and other means, so that evaluations can return to reality and protect consumers' right to know and choose. The Jiangsu Provincial Consumer Protection Commission also reminds consumers to remain rational, choose truly valuable and high-quality experiential courses, explore their own interests and hobbies from them, and ensure that time and money are reasonably rewarded. (New Society)