Who can we expect from the sale of electricity?

Cao Lijuan/Charting

Background

The service of electric dealer is not satisfactory

As a result of the price advantage, household electrical appliances product network gradually heating up, in the last year, the electricity dealers ruthless price, and create a "double 11" Price Reduction Festival, a series of promotional activities to make the network to buy home appliances booming. However, because of the weak after-sales service links, followed by a large number of complaints about after-sales service, after-sales service has become a short board for sale of home appliances.

The net buys the household appliance to become the consumer complains "the hardest hit". In the Beijing Municipal Bureau of Trade and Industry issued by the consumer complaints, last year, 11 Golden Week, mobile phones, televisions, refrigerators and other electronic and electrical goods complaints, complaints a total of 160 complaints, accounting for 32.99% of the total complaint, including more than half of the online purchase of household appliances. The main complaints are: poor quality of goods, delay delivery, non-performance of commitments, etc.

China e-Commerce Research Center released the "2012 Q3 China E-commerce user experience and Complaints monitoring report," also shows that the details of the service is still a hot issue of user complaints, online purchase of energy-saving household appliances and account security to become a new complaint hot issues, in which, complaints are mainly concentrated in the internet shopping Accounted for 54.3% of the total complaint. In addition, user satisfaction with delivery speed is still low, only 21.3%.

It is understood that in the consumer to the net to buy home appliances reflected in the situation, there are three major problems: slow logistics delivery, the installation of a long appointment cycle, return and replacement and maintenance is difficult to protect. As last July, Mr. Xie, who lives in Hangzhou, reflected he bought an air-conditioning in Jingdong mall, production Enterprise customer service will be installed in the city of Gongshu District, a refrigeration service department, he through the department of the telephone booking the installation time, but the staff has not been door-to-door installation, he repeatedly call the service department are no answer.

And in the return of replacement and repair links, the problem is more. The situation of "buck" between the electric dealer and the manufacturer is frequent. Manufacturers often say "who is responsible for sales" according to the three packs of provisions, to consumers to find vendors to solve. The electric dealer "does not have the After-sale maintenance personnel" as the reason to "kick" the consumer back to the factory. Ms. Yang, a consumer of Beijing, has had this experience. Ms. Yang in an online shop orders to buy a TV, a few days after arrival, after the box after the appearance of normal, after the power on the TV screen has found a more serious cracks, most of the screen display black screen. Manufacturers say the problem is man-made damage in transit, not in its area of responsibility. In this connection, the shop is not connected to the manufacturers, the delay does not respond to Ms. Yang submitted a replacement application.

(Li Yanqing)

Newspaper reporter Li Yanqing

In a home appliances forum, netizens ridicule "net purchase not satisfied with the after-sales service, the entity shop to buy and can not get the price advantage of the electric quotient, in the fish and bear bear not the fact that I can only sigh over and over." "Reporter investigation and interview found that the establishment of after-sales service system needs to spend a lot of money and time, and just started the electrical business does not have the ability to perfect the after-sales service completely alone, have to rely on manufacturers to help." Therefore, how to build the after-sale service system, how to ensure the quality of products and after-sales service and win the trust of consumers, has become the focus of the current electrical business and related industry experts.

"US-Soviet" electric business platform is full of confidence

Perfecting the After-sale service system is not a matter of overnight, this requires the network to buy a platform and home appliances manufacturers both human and financial input. But for Gome, Suning's shop, this aspect of the problem does not seem to be big, because whether it is gome online or suning easy to buy, there are physical stores for many years accumulated after-sales service experience and perfect service system as a strong support.

Back to the tree good shade. Suning easy to purchase in order to fully protect the last year, "Double 11" orders, Suning headquarters issued a directive, called the national more than 1700 stores, more than 100,000 people use the gap between the work of suning easy to purchase goods in the same city distribution. Suning Easy to buy executive Vice President Li Bin said, at that time suning distribution in the country's 4,000 after-sales service outlets, more than 30,000 after-sale engineers to undertake the first time to take suning easy to purchase small pieces of express delivery. It is worth mentioning that, based on the short time shortage of delivery vehicles, they allow employees to use private transportation for distribution.

In the past solid store strong after-sales service system under the support of Suning easy to purchase last August on the launch of the three major service security projects, namely, delayed payment of delivery, refund delay compensation, rapid return of replacement and compensation. Just imagine, if Suning is not easy to buy suning after-sales service system support, there is no guts to make such a commitment?

Gome Online also enjoys the benefits of Gome's after-sale service system. In the interview, referred to after-sales service, Gome online Vice president, spokesman Pengliang emboldened to say: "We have the support of the group, the entire Gome after-sales service system is shared." Gome Online relying on the logistics system of Gome group, with the country's largest self-owned electrical logistics network, in the country's 400 cities have large household appliances warehousing center, more than 3,000 counties and above the city to achieve the localization of logistics and distribution installation, with refrigerators, color TV, washing machines, air-conditioning and other electrical localization distribution capabilities, Ensure fast delivery and free professional installation service after order. All over the country's home appliance aftermarket installation team, perfect call Center service system to ensure that consumers can enjoy the United States online Unified distribution installation and after-sales service, the delivery of goods is to let consumers shopping at ease. ”

Pengliang also said that online shopping is different from the offline sales, from the consumer to enter the after-sales service link, so the after-sales service link in the online shopping in a crucial link. GOME Online tracking all orders, and timely publicity in the "My Gome", for abnormal orders, Gome online will actively contact consumers, so that consumers timely and rapid completion of the purchase.

In addition, according to the introduction, for the purchase of air-conditioning, washing machines, refrigerators and electric fans and other household electrical appliances member users, Gome online through mobile phone messages and e-mail and other means of sending product maintenance and other warm notice, and through professional staff regular return visits, so that users can rest assured that the full solution to worry about From these services, it is not difficult to see the backing of the United States behind the shadow.

Most electric dealers have to rely on the manufacturers

Suning and Gome's electric business platform can rely on their own after-sales service system, but for most other electric companies, there is no large Entity store service system support, they can only rely on the home appliance manufacturers, because by virtue of their own strength can not afford to undertake all over the country's after-sales service.

Some netizens said, the net buys the electrical appliances to have the problem, the general procedure is first to find the dealer to solve, but in fact most circumstances are not realistic, inferior to find the factory sale later to be quicker.

The reporter consulted the Sony, Samsung, Haier, the United States and other manufacturers, the answer is that they are the physical stores and the sale of products to the dealers alike. "As long as the products are sold in the regular channel, not parallel imports and so on, consumers can take out invoices and warranty form, you can enjoy the same as the physical store after-sales service." Said Sony's relevant head.

Who made the product who to pipe, in the network to buy home appliances channels, which seems to be the unspoken rules. But there are also do not want to be "unspoken rules" of the enterprise, Gree related leaders have said in the media, air-conditioning products are more special, door-to-door installation is an essential link, unqualified handling and installation may cause unnecessary after-sale maintenance, so they will not vigorously carry out online sales. And the attitude of Haier related people is more obscure: "As long as Haier's products, we will be responsible for the end." But from Haier's own shop to buy products, prices and services will have more concessions and protection. "But many consumers reflect, in the entity shop to buy goods, return goods, repair and find manufacturers to solve more than from the shop to buy more easily resolved."

Insiders pointed out that the electrical business generally do not have a professional after-sales maintenance team, sales and after-sales service disconnect, so the installation, maintenance slow, and even find people. For most of the electric business, there is no own after-sales service system will become a competitive weakness, a large number of electric dealers can not be like Gome, suning as the same set up a huge after-sales service system, at this time, the establishment of Third-party public service platform may be a better way out.

Creating a Third-party service platform is a trend

Third-party service platform is a good choice for most of the dealers who are unable to bear the after-sale service alone. No need to spend a lot of manpower, resources to build their own, as long as the rental can meet the needs of after-sales service, no doubt, this is one of the most economical and effective way.

Has the industry analysis points out that the distribution of home appliances has always been the weak point of the electric business, but with the rise of Third-party Express Company, distribution problems to a certain extent, has been solved, after all, many small electric dealers can not build their own like Gome, Suning, such a huge distribution system. And it is wasteful for every electric vendor to build such a service system. Therefore, the establishment of an open third party service platform will be the solution to the current electrical business after-sales service is a good way.

Sichuan fast-profit point electric service Chain Co., Ltd. General manager Hubanchin that there is an urgent need to be able to provide consumers with all the intelligent electrical Appliances maintenance and troubleshooting service providers, and this can provide family product advisory services, should be an independent third-party service providers.

Third-party service platform has always been the home appliance industry is expected to establish, especially in the rise of the electricity business, the public service platform needs more urgent. However, for a variety of reasons, so far has not formed an independent coverage of a wider service system. In the field of home appliance after-sales service, home appliance service specialization, socialization and industrialization degree has been not high, professional maintenance level uneven, more importantly, manufacturers for their own technology has always sought to keep their competitors confidential, some key maintenance technology will not open to the third party.

Of course, with the rise of the electric business, the voice of the establishment of Third-party service platform has become increasingly high. It is understood that some local after-sales service providers have begun to explore joint issues, together to form a larger Third-party after-sales service platform. In the future, the electric business can depend on others for after-sale service.