The formal implementation of "new extinction law" leads to the change of electric quotient structure

In the era of increasingly internet life, online shopping has become a hot topic of "3 15".

According to China e-Commerce Research Center released the "2013 China Network retail market data Monitoring Report", the 2013 Chinese network retail market transactions amounted to 1.8851 trillion yuan, an increase of 42.8%, express industry more than 50% of the income from the net purchase.

But along with the net buys the scale growth, the net buys the complaints also to climb correspondingly. Shenzhen, for example, according to the Shenzhen Municipal Consumer council published data, 2013 Shenzhen Internet Consumption (e-commerce) complaints and complaints a total of 16098, an increase of 84.93%, including online shopping complaints more than 60%.

The rise of net-purchase complaints also prompted the improvement of relevant legislation. In this year's "3 15", the new version of the "Consumer Protection Act" (hereinafter called "Law") will also be formally implemented. It is noteworthy that the new "elimination Law" Also on the field of online procurement of relevant norms, which refers to the net purchase "7 days return" requirements.

"Easy to return the order of the difficult"

"Easy to order, return difficult", has been in the rapid development of online shopping, hidden by consumers criticized the problem. Over the past three years, the major electric dealers more and more sales, user orders are more and more easy, but the threshold of return is getting higher.

"The first financial daily" reporter found that some electric dealers in the return policy to take a different restrictive measures. For example, an electrical appliance merchant in the User Agreement stipulates that the same user purchase more than 2 items of the same goods, will no longer enjoy the return of no reason. There are also electricity, mobile phone digital and other categories also adopted a ban on the provision of no reason to return.

"Return difficult" behind the refraction is the domestic electrical business "Great Leap Forward" impetuous style. From the past three years, the domestic electric power companies are desperately "create a festival", but rarely consider the service capacity after the order generation. Some electric business people told reporters that the average exchange rate during the promotion period was 3 times times that of other periods.

Electric Business analyst Li Chengdong that, in the absence of effective supporting service system, some domestic electricity business orders more, return goods more, operating costs will increase accordingly.

With the surge in operating costs, some electric dealers have tried to raise the threshold for returns. But this long-term, will also affect the credibility of their own reputation.

Positive response from electric dealers

According to the reporter understand, the upcoming listing of the two domestic electric business giant Alibaba and Jingdong Mall has begun to respond positively to the new "elimination Law" of the relevant requirements.

An Alibaba Personage said to this newspaper, including the Cat, Taobao, Amoy trading platform has been according to the new "law" and the Network transaction management regulations related content to make corresponding provisions and specific implementation.

At present, a "7+" style logo is beginning to appear on many items in Taobao. Ali said the logo said that even if consumers from the beginning of the order has been more than 7 days, can still enjoy the "return service." At present, more than 7 days return goods service goods have covered 3.86 million pieces. In addition, there are nearly 15,000 Taobao sellers active commitment and apply for up to 15 days of return service.

As early as January this year, the BoE has also begun to test the new "elimination Law" from the proprietary category, while the Beijing-East open platform part of the merchants will be in the Beijing-east training after the gradual implementation.

Zhao occupation of the legal person said that, in addition to the request for return, the new "law" also stipulates the network trading platform to bear the joint and several responsibilities, and this part mainly for the open platform.

But for some consumers of malicious returns, an Alibaba personage to "the first financial daily", Taobao existing return process can basically maximize the protection of the legitimate rights and interests of buyers and sellers, the seller for the return operation process if there is doubt can apply for small two intervention.

Electric quotient Pattern Change

With the promotion of online shopping service requirements and the formal implementation of the "new Extinction Law" in the Future, Ali, Jingdong and other large electric platform in the capital advantage of a sufficient space for optimization, but for the domestic small and medium-sized vertical electric operators, will undoubtedly aggravate its survival pressure.

Li Chengdong that in the past few years, Jingdong has invested heavily in infrastructure services such as logistics, already has the warehousing, the distribution and so on end to end service chain Foundation, the new "elimination Law" The introduction to some extent has catered to the Beijing east the competitive advantage, but for Taobao platform sellers, may raise 1%-2% the operating cost, But this also to a certain extent to help Taobao sellers ecological self purification.

However, the promotion of online shopping service requirements for apparel, footwear category of vertical electric operators will have a greater impact. At present, the domestic apparel, footwear category, the average return rate of vertical electric dealers has been as high as 10%, and this kind of electric dealer often to channel class majority, under the low price competition environment, the channel type electricity merchant's profit margin is still less than 10%, once the strict stipulation 7th no reason returns, this part of cost will bring the huge pressure to this kind of electricity trader.

Electricity quotient analyst Lu Wang says, the biggest impact of the return on the electrical business is "reverse logistics", from the service chain, to take the goods from the user side, and then classify the goods, and then put it back to the warehouse and shelves, but also including back-end system financial data changes, which is not a human cost. From this point of view, it is much more expensive to return a product than to sell it.

However, the promotion of online shopping services is an unavoidable requirement and trend.　　Li Chengdong that the development of domestic electric dealers has been 10 years ago, mainly the category expansion and infrastructure construction, and then a 10 will be to meet their own ecology and strengthen the integrated service capacity of the stage. Zhao Nan