官方错标价格，消费者称被强制退款！立白致歉：启动流程升级

Core Viewpoint - The company faced backlash from consumers due to a pricing error that led to forced refunds for products purchased at significantly lower prices than intended [1][2][6]. Group 1: Incident Details - Multiple consumers reported that they were forced to refund purchases of laundry detergent from the company's official flagship store, where a 10 kg pack was mistakenly priced at 6.9 yuan instead of the original price of 90.8 yuan [2][4]. - The pricing error occurred during a brief promotional event that lasted approximately five minutes, leading to numerous complaints on social media [3][6]. - The company acknowledged the issue was due to an internal operational oversight during the SKU change process, which resulted in abnormal orders [6]. Group 2: Company Response - The company issued an apology and provided a 5 yuan cash compensation to affected consumers, citing the pricing error as the reason for the refunds [1][6]. - The company has initiated a process upgrade to enhance price verification and implement multi-level reviews to prevent similar issues in the future [6]. - The company expressed gratitude for media and user oversight and committed to improving service quality [6]. Group 3: Company Background - The company, established in 1994, is a leading player in the daily chemical industry, with a reported annual revenue of 31.241 billion yuan in 2022, reflecting a year-on-year growth of 2.13% [6]. - The company’s product range includes fabric care, dish cleaning, oral care, and personal care items [6].