Electric Dealer price war exposes backstage crisis low price goods out of stock or "intentional"

The "most fierce" price war in the history of the industry, led by sales, has been the focus of the industry. Reporter investigation found that the war on the launch of Low-cost goods products in the benefit of consumers at the same time, the distribution link is wrong frequency: merchandise goods not plate, return of goods, low-cost goods large area out of stock, as well as the quality of service shrinkage and other problems exposed the enterprise background crisis.

1 Goods not on board

Businesses are interested in being out of stock

In the process of investigation, the reporter for the distribution of goods appeared in the color discrepancy, gift omissions and other issues were counted.

In the selection of the 6 promotional items, the reporter took their respective latest 100 comments, through screening found that the lack of gift issues involved in a total of 37, the color of the goods are not consistent with 10; the wrong goods in the 6 goods appear in the first one.

Some consumers also said that after receiving the express, found that the goods are similar to their purchase when the goods, and some even unrelated to other goods.

Industry insiders believe that there are two main reasons for this error in the electrical business enterprises: first, the merchant in the delivery of the goods mixed, resulting in the distribution error; second, because the inventory is insufficient, but the merchant does not want to lose customers, so can only choose to use similar goods instead. If the user is not too serious or feel that the return is too troublesome, this "error" may be able to muddle through; if the user has to order before the product, the merchant can only tell the truth to the customer, for its handling returns.

2 Return of goods for a long time

Pay more attention to distribution efficiency

Last April, the Ministry of Commerce issued the "third-party E-commerce trading Platform Service specification", allowing consumers to cancel the order during the Cooling-off period, so the ability to deal with online returns is a key factor to measure the quality of service of electric enterprises.

In the investigation of the reporter found that, although the major companies for the exchange of the exchange of goods have detailed provisions: "Support 7 days (including) within the return of replacement, 15 days (including) within the replacement." In the delivery of goods to consumers in the hands of the speed gradually accelerated, while the problem products returned to the product speed but more and more slowly.

A consumer described his exchange experience for nearly 10 days to reporters. According to him, at the beginning of this month, he bought the same brand of air-conditioning and refrigerators in a well-known large company. A total of 1 and a half days have been spent on the completion of the order. Air conditioning performance is good, but the refrigerator in the acceptance was found to have scratched, the consumer then dialed the electric dealer's after-sale phone.

After the sale of staff said that will be in 24 hours to contact the business to replace, but a few days passed, and always no one door-to-door collection of refrigerators. Since then, the consumer and many times after the sale of contact with the electrical business, customer service staff said immediately contact the relevant personnel door-to-door service, and then after 4 days before the fridge pulled away.

In this respect, the industry analysis, household appliances, if not obvious performance problems, it is difficult to identify the problem is who's responsibility. At the same time, the major electrical dealers as intermediaries, certainly do not want to bear their own responsibility, so that there is a difficult return of goods. Moreover, during the large-scale sales promotion, the logistics distribution team is more concerned about the efficiency of distribution, which can save the efficiency of distribution.

3 Low price goods large area out of stock

Become a promotional tool

Reporter survey found that a lot of promotional category goods large area out of stock, so that consumers can not help but question: out of stock is the supply chain to keep pace with the increase in orders, or businessmen deliberately for it?

Reporter browsing a large manufacturers see, in the air conditioner category A total of 521 items, of which only 263 pieces in Beijing have off-the-shelf, the shortage rate reached 49.5%. This phenomenon also occurs in other categories. such as induction cooker Category A total of 104 items, but only 65 pieces to provide cash, out of stock rate of 37.5%.

The reporter also investigated the flat-screen TV, refrigerators and washing machines and other large household appliances, calculated that the shortage rate is generally around 30%.

This phenomenon is not a case. Reporters randomly selected several market share of the larger manufacturers of the business found that the electricity shortage rate is generally higher. Press extraction of air-conditioning, flat-screen TV and induction cooker, the shortage rate is generally more than 20%.

The above-mentioned business owner explained that the shortage mainly due to the recent surge in orders, unable to timely replenishment caused by. Moreover, the shortage of warehouse in Beijing does not mean that other warehouses have no goods.

However, the reporter in a large business enterprise saw, the shortage of a "public home cooker" Purchase evaluation quantity is 0. In other words, this cooker has not been sold since the shelves.

In addition, the Reporter survey found that the vast majority of goods sold out of stock prices lower than the average price of goods. The reporter in the shopping parity net "a Amoy net" searches afore-mentioned goods "Public home induction Cooker", discovers that can crawl the commodity information and the price normally. Some people in the industry said that the use of "low-cost goods out of stock" means to pull down the price index, has become the industry's habitual approach.

4 Shrinkage of service quality

We don't have to move upstairs.

And last year, "double 11" promotional different, this time to join the "most fierce" price war business more rely on independent logistics distribution, these usually to the speed, service well known for its own logistics, but in the price of the electricity business repeatedly "Miss".

Some consumers said that this year's new "GB" mentioned in the "prior signature" has not been reflected in the electric business war. Even if the outside packaging has obvious damage, these electrical dealers still let consumers sign the first Test. At the same time, some of the electrical distribution staff, especially in the distribution of large household appliances, will be the delivery of door-to-door services to the building door. As for the consumer how to solve the problem of goods handling, the distribution staff do not bother.

In fact, if consumers choose to shop in the physical stores, the delivery of goods to carry the upstairs is not a problem.

The reporter saw, in some big home appliances promotion page, for the logistics distribution delivery time all made the adjustment. Relevant responsible person said, due to the large volume of goods, logistics and distribution may occur in different speed, express arrival time will be delayed, the latest will be 7-10 working days or so arrive.