Group purchase users complain about centralized service product quality, the user experience is very important

Group purchase since 2010 in the domestic rise, the rapid development of market scale, showing a flourishing scene. China e-Commerce Research Center released at the beginning of the "2012 China Network Group buying market Data Monitoring report," shows that 2012, the whole year, group buying market volume reached 34.885 billion yuan, an increase of 61%.

Group purchase because of preferential, convenient and other characteristics, attracted more and more consumers, but also because the problem frequently become the hardest hit by consumer complaints. China e-Commerce Research Center released March 11, "2012 China E-commerce user experience and Complaints monitoring report," showed that last year, online group buying complaints accounted for 21.3% of all e-commerce complaints, after online shopping. In the "2012 annual Network Group buy Ten Complaints Enterprise", the mainstream group purchase sites such as high peer nets, handle nets, glutinous rice nets, litters group, are listed.

Group purchase user complaints are mainly concentrated in the following areas: Product or service quality shrink, buy sale leave, the merchants to buy customers different treatment, poor after-sales service, booking difficult, slow delivery, group purchase does not open invoices, buy end of the refund is difficult, the account was stolen. This January ~ February, Group buy navigation website Group 800 to 644 group Buy complaint case survey found that "service poor" and "money back" problem accounted for 68% and 57% respectively, became the most complaints two aspects.

A large price discount is one of the main attractions of group buying. But excessive discounts lead to some businesses can not be profitable, not reconciled to the "loss to make a yell" of the business to buy low prices as bait, in the product or service quality discounts. Many eager to increase the number of merchants and users of the group buying site, but to this behavior laissez-faire, and even as a driving force for false marketing.

The problem with group buying users is more than that. Group buying site and platform in the after-sales service and to respond to complaints are also a huge flaw. "2012 China E-commerce user experience and Complaints monitoring report," pointed out that only a few national large group buying sites pay more attention to user complaints, the majority of group buy site ignore user experience, feedback rate of 0, after-sales service is "very poor".

Many group buying websites and platforms to complain of indifference, the protection of consumers in isolation situation. At present, the domestic small litigation rights of the higher costs, in the face of business infringement, many consumers can only swallow. There are people because of the price discount on the purchase, the protection of the sense of Qi deficiency is weak, the attitude is not resolute. The group's 800-day consumer complaints Statistics report showed that in 2012 the site group buying complaints area received a total of 6873 complaints, the overall complaint resolution rate of 64%, there are still more than 30% of group purchase complaints can not be satisfactorily resolved.

Group buying enterprises to the service and quality of contempt, damage is not only the interests of consumers, but also their own survival. Once, group purchase as a rapid growth of emerging markets, attracted a large number of capital injections, presented the "Thousand-group war" lively scene. But in 2012 years, the capital Ebb, the group buying industry has undergone large-scale integration. Crazy burning money, ignoring the user experience of the group purchase site is difficult to profit, have been frustrated or closed down, only a few hard to repair the internal strength, pay attention to customer service group Buy enterprises have the last.

According to the April 9 report of the Yangcheng Evening News, the latest industry data show that the current nationwide to maintain the normal operation of the number of Groupon sites only 943, less than 20% of the peak period. Industry Analysis, group buying site "failure Tide" will continue. After 2012 years of turmoil, group buying companies need to think more seriously about how to survive and stand out.

Some group buying companies have begun to take concrete measures to optimize services. October 2012, a group buying site in accordance with its service commitments, added three green tags: "first pay", "fake one compensate one", "Lightning shipments", has been affirmed by consumers. There are group buying enterprises began a new mode of exploration, and further improve their operational capabilities, such as the combination of large brands to launch their own brand, to provide consumers with high quality and low price products.

To standardize the development of group buying industry and protect consumers ' rights and interests requires the support of legislation and regulatory authorities. On the eve of "3 15" in 2012, in view of the characteristics of the network group buying and consumer complaints reflected in the hot issues, the State administration of Industry and Commerce has formulated "on the Strengthening of Network group purchase management activities of the views", the provisions of the group Buy website operators should bear seven responsibility: the purchase of goods (services) Suppliers of the main business qualification and Service) quality to establish audit system, the contract form to clear and buy goods (service) suppliers, consumers between the rights, obligations and responsibilities; Buy goods (service) supplier trade secret and consumer personal information protection, prohibit unfair competition behavior, protect consumer legitimate rights and interests, record and save transaction information; Standardize group buying promotion activities.

For the merchant, the discount of the General Assembly on the profit caused a certain impact, group purchase website may wish to guide the business, the group buy as a gathering popularity, accumulate Word-of-mouth initial marketing means. Consumers also need to establish a sense of rational consumption, in a variety of group buying activities, "second kill" activities in front of vigilance, choose reputable sites and businesses to avoid being cheated.

Earlier this year, internet research company Analysys International released the "China Group buying industry Development White Paper 2012", said group buying is from "capital-driven" to "service-driven" transformation. Lei, director of China e-commerce Research Center, said that in the fittest market rules, group purchase sites only have a solid user service in order to survive the big shuffle in the industry.