Home Electric Dealer Refund rate to create a peak, the electrical business industry needs to improve the first

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In 2012, it can be said that the world of electrical network shopping, such as Taobao, cat, etc. is to create tens of billions of transactions record, once let the electric business industry to the peak.

According to the National Bureau of Statistics released in October, the total retail sales of consumer goods, only "double 11" one day, Taobao and the cat has set a total of 19.1 billion yuan in the transaction record, 19.1 billion yuan can be said to be accounted for the total retail sales of 30%.

And looking back on the growth of Taobao can be found in 2008, the amount of Taobao purchases accounted for more than social merchandise retail total only 0.87%, 2009, 2010 and 2011, the proportion reached 1.57%, 2.55% and 3.44% respectively. In the past few years, to Taobao as the representative of the Electric network shopping has maintained a high-speed growth.

At the same time, the market of the electric business industry is getting longer, also exposes the flaw of the network shopping. According to the reporter learned that the recent sales of household electricity dealers record new highs, but according to the relevant data show that in the double 11 of the promotion, the controversial home of the whole family burst up to 36% of the refund rate.

Now has arrived at the end of the year, there are many consumers in the net to buy furniture household items, so that can save time to choose shopping, but like the net to buy furniture in the distribution logistics, installation, return Exchange and other links so that consumers are too much to cry. If you add a variety of such as transportation, installation and other costs, compared to the purchase in the physical store, the advantages of online shopping is actually not obvious.

Friends home burst up to 36% refund rate

In the electric business Double 11 promotion, the Day Cat Mall home category's total sales claim more than 300 million yuan, among them friends furniture single shop sale billion, rushes into the day cat double 11 sales list's top three. But after the promotion friends home has a whopping 36% refund rate. The industry generally questioned the furniture home electric dealers for the list and brush sales. Yesterday, reporters in the whole friend of the furniture single shop, nearly 30 days of the refund rate is still up to 13.96%, higher than the industry 4.87% refund rate, which mainly due to the quality of goods and not received goods.

And for such a high rate of refund, a lot of electric manufacturers will be attributed to the following two points, one is because the furniture delivery time is relatively long, some even up to 20 days, and the second is a lot of orders need to vendors to the manufacturers place after a single production and then distribution. Many consumers are reflected in the dual 11 purchase of furniture, until this month after the delivery installation.

A furniture electrical business personage said, because the furniture commodity particularity, the consumer net buys the household in the quality, the distribution, the installment and so on any link's use experience poor may cause the refund.

High refund rate is really not normal

According to the reporter understands, the traditional store refund rate general control in 2% or so. and industry professionals said: "Because consumers have been fully experienced before the purchase, can fully determine their own ideas, and this is what the electricity business lacks." Network Marketing expert Wuhan Yiu-Jie Technology Co., Ltd. Mr. Lei said that the double 11 shopping is a lot of passion consumption, because the online shopping itself without cost, filmed to say, finally don't want to refund.

According to the reporter know more, normal furniture dealer refund rate control in "single-digit" is more normal, but encounter double 11, the logistics of the merchant, service system have caused great pressure, refund rate rise also understandable, but up to 36% of the refund rate is not normal.

Mr. Lei also believes that the consumption potential of furniture building materials products is relatively fixed. Short-term promotions are just a burst of consumption potential, "nothing more than anticipates", followed by a very light business. Even a few extra purchases are extremely limited. And the result of the promotion of the customer to enjoy the service, such as delayed logistics, refund rate naturally become higher.

So how to improve the current state of the electricity business? Industry professionals believe that, although the electrical business still has room for development, but at present, the biggest problem is that the price of the reliance on the line is greater. In the process of electronic commerce advancing, or should be the first to improve their own sales system, such as the traditional channels have stores, wholesale, large stores and other models, the future of online channels will no longer be Taobao, Tencent, Beijing-east and other companies as the unit of competition, but the specific commercial form of competition.

This article is from Wuhan Yiu-Jie Technology Co., Ltd. http://www.seoyaojie.com/news/37.html