蕉内小程序故障：22元可买羽绒服，官方拒绝发货，律师称“违约”

Core Viewpoint - The company Biaonai is facing widespread criticism due to a significant pricing error on its mini-program, where consumers placed orders at drastically reduced prices but were later informed that their orders would not be fulfilled [3][4][8]. Pricing Issue - Biaonai's mini-program displayed substantial discounts, with items originally priced in the hundreds being sold for as low as 22 yuan. Consumers reported placing multiple orders totaling 762 yuan for over 20 items, including socks and thermal suits [7][8]. - The company attributed the pricing error to a "system anomaly" and stated that only orders could be canceled with a compensation of 30 yuan offered to consumers [4][10][12]. Consumer Reactions - Many consumers expressed dissatisfaction with the compensation offered, questioning the legitimacy of the company's actions and stating that the issue should not fall on them due to the company's internal problems [8][11]. - Some consumers received the 30 yuan compensation after negotiating with customer service, while others had their orders canceled without any compensation [11][12]. Legal Actions - Legal experts indicated that Biaonai's failure to fulfill orders constitutes a breach of contract, allowing consumers to demand delivery or seek damages [14][15]. - A consumer has already filed a lawsuit against Biaonai for breach of contract, and legal actions are expected to increase as more consumers seek to protect their rights [14][15]. Company Background - Biaonai, established in 2015 and controlled by Biaonai (Hong Kong) Limited, has undergone three rounds of financing, achieving a valuation of 20 billion USD (approximately 142.14 billion yuan) in its latest funding round [16]. - The company initially focused on thermal underwear and has seen significant growth, with a projected GMV of 6 billion yuan for 2024 and a consistent annual growth rate of 30% [16]. Brand Image Challenges - Biaonai has faced criticism not only for the pricing issue but also for its advertising strategies, which have been described as "eye-catching" and have drawn negative feedback from consumers [18][20]. - The company is under pressure to improve its brand image, especially as it competes with established brands like Uniqlo and faces challenges from private label competitors [20].