Online shopping prevalence of the birth of the test clothing family, Huang Huajun "fitting fee" unreasonable but the situation

Buying clothes is a kind of fun, and in the current online shopping, the mode of buying clothes is diversifying: buy in shopping malls, buy in small shops, buy online, in addition, and in the physical shop fitting, to determine whether the right to wear after the Internet to buy. This is the "fitting family".

The appearance of "fitting family" makes the business face some troubles and even predicament, which is not conducive to market development. In fact, online sales can also go to the physical store to try clothes clothing is mostly brand clothing, that is, the root of the problem is more in the brand's own business, line under the different price differences in the birth of a "fitting family."

Phenomenon

Try half an hour, copy Nieder.

It is understood that some consumers now go to some brand store fitting, a try is half an hour. Some sales staff said that these test clothing consumers, picked a few costumes in the fitting room to slowly try, and even may have taken photos and copy Nieder number, and then to buy online. Physical shop and shop price differences have spawned a "fitting family." It is understood that the same clothing goods in the physical store at most only hit 70 percent-80 percent, and in the shop is likely to hit 40 percent-50 percent.

It is reported that now a ski shop in Australia, in order to prevent the "test house" malicious test clothing, customers are required to pay 50 of dollars to buy a "test on the coupon" to test clothes. If the customer decides to buy the product, 50 dollars will be returned, and if not, it cannot be refunded.

Although the domestic has not opened the "fitting fee" business, but the seller also came up with a variety of ways to respond to the attack from the "fitting family." Now some businesses have tried to put the clothing tag collected, to prevent malicious "copy number." But these practices have also been questioned by consumers, that businesses hide tag will make it difficult for consumers to obtain clothing information, prices and other information, so that the purchase process is not transparent.

Experts

The phenomenon of "Wang Xianqing" is not conducive to business normal operation

Wang Xianqing, director of the Institute of Circulation Economics of Guangdong Business School and Secretary general of the Guangdong Business Economics Council, said that "fitting" is a kind of consumer use of business services commitment to take advantage of the phenomenon, it occupies and utilizes the merchant's resources. As a result of the expansion of the network mall, more and more people spread this free fitting method, which seriously affected the normal survival and operation of the business. Therefore, the proper collection of this "fitting fee" is to rectify this unfair behavior, in line with the principle of fair trade, with reasonable. As for the "test dress clan" How to test clothes, this problem should be the manufacturer or network provider to provide terminal platform, rather than business. Unless the manufacturers and network operators to the entity to pay "agent test clothing fee."

Huang Huajun "fitting fee" unreasonable but fair

In the industry, it is generally agreed that the "fitting fee" approach is understandable, but not desirable. Rather than consider the prevention of "fitting family", as well as consider the line online under the integrated sales. The first dotcom president Huang Huajun in an interview, said, "fitting fee" unreasonable but the situation, if you want to accept, unless the emboldened full, otherwise suicidal way. Guangdong Province Circulation Industry Chamber of Commerce Executive President, CHULEU Business Planning Operation Organization Chairman Huang Wenjie also said, "Test clothing fee" does not conform to the domestic consumption habit, especially the domestic retail market competition is increasingly fierce, adds the test clothing fee is tantamount to refusing the guest in the door. Shanshan, general manager of China department store, said that the "fitting fee" is unreasonable and difficult to implement, not only can not fundamentally prevent the "test clothes clan", but also alienated the non-net shopping customers.

Businesses

The integration of the physical shop or the differentiated operation of the road network shop

What should businesses do to cope with the increasing size of the "fitting families"? Executive director of Guangdong Circulation Industry Chamber of Commerce Huang Wenjie, chairman of the Chuleu Business planning operation, said that the solution to the problem of "fitting families" was two: first, shop and entity shop integrated operation, to eliminate the purchase after the test clothing outflow; the second is the difference between the online and the entity shop, that is, shop style and physical shop style is different, After the fitting can only be bought in the physical store.

Outlet Network brand active offline set up entity shop

Shanshan, general manager of China department store, said that the "fitting family" accompanied by the online shopping craze, will be more and more, this is a big trend, cannot be reversed. Some network brands, active offline, the establishment of physical stores, convenient "clothing family" is also a solution. To the "test clothing clan" is often troubled by some of the operating medium and low price apparel entity shop, the product is not unique, easy to imitate. Such stores only from the purchase channel, or active online, from the network to buy a piece of the tide, expand sales to reduce costs. And the middle-grade brand, physical shopping or mainstream, even if there is an online flagship store, but also the initiative to adjust the structure of goods, to avoid and physical shop vicious competition.

The way out opens the fitting area

Wang Xianqing said that if the "test dress clan" Large amount, it is difficult to prevent, but some measures can still be tried. For example, the opening of the fitting zone, clear billing services. The most important thing is to improve the quality of the consumer, to speak more good faith than to harm others ' interests.

Investigation

March 13 to March 15, the Southern Metropolis newspaper, Guangzhou magazine Business Week launched a "Test clothing Family" network survey, in just 3 days, there are up to 30,000 popular values, can be seen that many people interested in this issue.

More than 70% users choose to buy brand clothing in the physical store

In terms of buying a brand, as much as 77.81% of consumers say they will choose to buy in a physical store. Only 5.86% of consumers said they would choose to buy a branded online store. Some consumers will first look at the physical shop style, fitting, and then online purchase. In this type of survey, 11.13% of users will go to the brand online stores to buy, 5.21% of people will go online to buy similar styles. Visible, for the brand clothing consumption, consumers pay more attention to and accept the "brand" itself, rather than buy similar money.

In the survey, consumers reflect their favorite brands on the Internet is not easy to buy. 49.82% of respondents said that even if there is a favorite brand shop, the choice is very small, 12.89% of respondents said the internet can not buy their favorite brands. Only 37.29% of respondents said there were more brands on the Web than they could choose from. Visible, at present, the most important brand clothing and focus on sales channels are shopping malls rather than networks.

A majority of people think that fitting is a helpless act.

And when asked "how to look at shopping malls and buy this behavior online", more than half of the respondents thought it was a helpless move under high commodity prices, not to blame consumers, accounting for 51.11% of the respondents. 39.52% of respondents said it was reasonable for consumers to compare prices. Only 9.36% of the respondents said that this is a violation of the interests of businesses immoral behavior, should be stopped.

More than 60% think "fitting fee" unreasonable

In respect of the practice of "fitting fees" by the state, 61.55% of the respondents considered that the "fitting fee" was unreasonable, that it was the consumer's right to try clothes, and that no money should be collected in any case. 28.54% of people think, as long as not deliberately try to buy clothes, you should give consumers to try clothes, should not collect money. 8.15% of the respondents think it is understandable, but businesses can use other measures to prevent the "fitting", rather than the "fitting fee." Only 1.76% of respondents said it was reasonable to charge a "fitting fee", a "legitimate defence" for businesses.

1.05% of people have a "fitting fee" experience.

However, the vast majority of investigators have not encountered a "fitting fee" situation, only 1.05% of consumers have been charged with the "fitting fee" experience. But 54.13% of respondents said the salesman was unhappy when he tried not to buy it.

In addition to clothing, 46.9% of the investigators said that occasionally will be specialized in shopping malls to select and try other products such as books, digital products, home appliances and so on, write down the detailed model and then to buy online.

Journalist Notes

The "Fitting Family" act is like eating a king meal.

Around is understandable, first try and use is also the consumer's natural. However, such as locusts general malicious "fitting", not only disturbed the market, but also free to occupy the business resources. The dressing room, the finishing of the garment after the fitting work, this is the obligation of the business, but the premise of this obligation is the consumer may consume, if the consumer holding the "fitting anyway not to use money, try not to buy" the mentality of the test clothes, in fact, and eat the Overlord meal no different.

Then again, the malicious clothing, although despised, it is difficult to completely avoid. No one will be engraved on the forehead "fitting" door to patronize, real shopping or fake fitting difficult to distinguish, relying on the consumer's moral constraints is not a market economy to solve the problem. The origin of the "test clothing clan" is the real store prices are high and the merchandise is not intuitive. The solution seems to be only the line under the price flat and the online shop manifested. Only two prices flat and online after the entity, directly in the entity shop can solve the purchase, online shopping is also necessary? This does not seem to be a problem that can be solved overnight.