Furniture electric business Exposure short board: Long delivery experience poor price is not cheap

The furniture electric business exposes the short board to develop needs to be independent first

Last week, the Jinghua home disclosure of double 11, the furniture electric dealers have been very high refund rate, peak value of 187.2%, a temporary cause of consumer and industry hot. But the refund rate is like the boss of boils, after the squeeze broke, it is the furniture electric dealer This sales channel on the existence of a long period of delivery, the price is not cheap, experience a sense of poor ... Industry insiders acknowledge that there is a short board, but also has its unique advantages, if the need for development, first need to get rid of the containment, take the first step of independence.

Situation

The service was bad for the buyer.

In recent years, as a new channel for the development of the industry, furniture electric business has become an advantage of convenience and low price. Major brands are eager to, the days of the cat has a flagship store of a minority. And the electric business platform has also taken action, Sina has the home, the line also opened the large-scale experience Hall; the cat line of Love Bee Tide experience Hall Although after the easy access storm, but alongside on the big store, the scale is bigger, the brand louder. Double 11 shopping carnival, cat household sales of 300 million, this alarming number, but also let some industry insiders chanted, "The electric dealer came, the traditional channel carefully."

However, the high refund rate after the introduction of the newspaper opened the furniture electric business scars on the "create can paste" friends home logistics is up to 6 months, Trimebutine line lower than the online 10%; The results of the survey, as if with the furniture electric trademark list of convenience, low price, such a poor shopping experience, how the furniture electric business to retain the customer's heart? Insiders said that the high rate of refund has sounded the alarm bell, furniture, electricity, there are indeed many problems, the specific way to go, but also carefully pondered.

High refund rate is really not normal

According to the reporter understands, the traditional store refund rate general control in 2% or so. Yin Yu-wen, deputy general manager of Oriental Home House Plaza, said: "Because consumers have been fully experienced before buying, they can definitely determine their own ideas, which is what the electrical business lacks." "Insiders believe that a lot of double 11 shopping is a passion for consumption, because the online shopping itself is not cost, film down again, finally do not want to refund."

Sina Home-Home on the electronic mall business director Shi Jun said that the normal furniture dealer refund rate control in the "single digit" is more normal, but encounter double 11, to the merchant's logistics, the service system all creates the very big pressure, the refund rate rises also excusable, but Trimebutine, the family, the whole friend these three situation, "really has the question." ”

Shi Jun 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.

Reason

Slow logistics or insufficient production capacity

According to the reporter's investigation, trimebutine, family, all friends three brands have a network shopping flow than the real shop slow a lot of problems, including the whole friend delivery slow problem is prominent.

Shi Jun explained that the network shopping flow than the physical slow in the electricity business channel is very normal. "Because a lot of physical stores under the line are brand dealers operating, dealers have mass delivery function, high efficiency, fast logistics, low breakage rate." And if the factory directly to the buyer to send logistics, natural in time, wastage rate is to be discounted. "But this way, the convenience of the electricity business is greatly reduced."

And like friends such delivery period can reach 6 months, Yin Yu-wen said the most question is the manufacturer's production capacity, whether to meet distributors and online two channels.

Entities are cheaper or more costly to sell than online

Reporters to investigate the online goods are not cheap, and even the music of the United States is 10% lower than the line.

Prior to a written interview with the U.S. Vice President of the group Wunani, in reply to the e-mail, said, "We do not exist under the same commodity line price differences under the issue (do not rule out the large activities under the line, individual markets will do activities for other series, to the experience shop customers some gifts)." "was inconsistent with the results of the Reporter's field survey. Trimebutine Furniture Chairman Zhao Ruihai to the electrical business "not to his pipe", do not know how the specific operation refused the reporter's interview request.

According to the song beautiful furniture a certain furniture line cheaper than the price of the problem, Shi Jun said, everyone impression, the online furniture goods saved the cost of the site, should be cheaper than offline, but the fact is not so. Regular manufacturers of the same goods online, although it will be cheaper, but it will not be as consumers imagine in the fold so cheap. Shi Jun explained that the regular manufacturers online shop in fact also saved a field rent, publicity fees and even higher than the entity. Because the entity shop itself is a propaganda, and on the network do not promote "no one knows." "If the furniture is much cheaper than the entity, then consumers should be aware that such goods may not come from formal channels," he said. ”

Shi Jun also introduced, the line is really cheap is the manufacturer for the electricity channel Development of a group of simple structure, low cost products. Because the majority of the net buys the furniture is young people, the budget is not high and likes the simple style, this kind of product usually is cheaper than the brand entity store's other product.

Extra fee for sale or no profit from distributor

Reporters in the family, friends of the Cat on the Web page, the promise of their buyers on the internet purchased furniture by the local entity store responsible for after-sale and warranty matters. In front of the industry to remind dealers in the interests of the Distributor will assume the after-sales service channel furniture. That is to say, once the dealer does not get the money, the furniture of the net buys to fall into the situation that nobody is in charge.

Reporter found that the purchase of the whole friend of the furniture "C Chuang 1989" comment complained, "bed from the mention of no after-sale ..." Finally installed themselves, regret "should not buy." Friends's logistics regulations, the buyer does not have to pay dealer fees, and does not provide installation services. Family logistics rules are also clearly marked out, buyers pay local dealers 300 yuan, on the package distribution, package upstairs, package installation. It seems that the dealers in the end of the final still want consumers to pay their own pockets.

Industry insiders said, the electric business channel and the dealer itself has the game. "The same merchandise dealers also sell, but also have a field rent, personnel costs these costs, you also sell to this place on the Internet, you must ensure that dealers have a certain interest he will give you distribution ah." Yin Yu-wen said that consumers in traditional stores to buy goods, although the price may be higher, but it has included the distribution, installation, warranty and other service costs. The low price of some furniture on the Internet may be the sacrifice of this part of the cost, and how to get these services locally in the future, consumers need to consider.

Shi Jun said that the general formal manufacturers will take into account the issue of furniture after sale, and some commissioned to local distributors, and some outsourcing, as to how they settle the service charge he is not known. But he cautioned that the factory's after-sales team coverage is limited, not all regions have, in the purchase of furniture, such as installation, maintenance requirements of higher products, the prior understanding of a good after-sale problem is very important.

Voice

From the attitude to the beauty of the arrogant

In the face of the news media, has always been a high-profile network business of the Zhao Ruihai furniture president, in his own day cat (Taobao Mall) flagship store encountered a persistently high refund rate, the answer is such an understatement "I do not know this." When the reporter explained the results of the investigation and consumer questioning, his language is simply "this matter is not my business" ... You don't care? So, who cares? Really strange, in the media dug management and service deficiencies, in a large number of online shoppers to express dissatisfaction with returns, Trimebutine from top to bottom unexpectedly are so indifferent.

Indeed, as the company's leader, Zhao Ruihai can not be exhaustive. But this consecutive days refund rate in more than 50% wandering, you even do not ask why? Perhaps, trimebutine is to see oneself too high, you love to return, own up-and take over; As for other brands, refund rate down, that is they cheat!

Swans can have faults, but if they have the action and thinking of ostriches, they are laughable. Consumers are not stupid, do not teach them to distinguish between true and false. If you can not provide real benefits, real service and really convenient, the popularity of the high, it is also a white tear.

Our correspondent Chen Jing

Prospect

Electricity dealers still have their unique advantages

Since there are so many problems in the furniture electric business, why do home brands have to test water? Yin Yu-wen says it is too early to judge whether furniture is the right way to go. However, from the double 11 of this matter, there are still a lot of places to improve. As for the future development direction of the electric business, he thinks it is more practical to combine with the offline experience. But he also said that for the Oriental home, not in a hurry to test hydro-electric, because in the area of furniture sales, traditional store channels or have an absolute advantage, the electrical business channel or "less than the heat." Finally, he used "apps" four words to sum up the view of the electrical quotient after the success of the model to explore, and then horse is not too late.

Family home, said that the household to do the electrical business is also in the exploration, after all, this channel is becoming more and more important, with the end of the main consumption, they are accustomed to online shopping, "If we do not appear in this channel, will be eliminated." As itself engaged in home electronics Shi Jun, I hope that we give this new channel to some of the development of space. He admits that the physical shopper experience itself will be better than the electricity quotient. First of all, for the high price of furniture products, see touch, can intuitively judge its quality and function, and dealers can provide consumers with a sound service system, so that the process of shopping more comfortable.

But Shi Jun that online shopping also has its own advantages, consumers can browse through the Web to quickly choose products, rather than the endless shop. In some products, the price of electricity dealers have a certain advantage.

Independence is the first step of electric business development

Industry insiders believe that, although the electricity quotient still has the development space, but at present, the biggest problem still is the price to the offline dependence degree is bigger. As to the reporter understand, each merchant said oneself still in groping stage, the line is offline the product also does not have the complete partition separately, the service system also in unceasingly consummates.

Shi Jun said that the entity and the electric business two channels, to target the different consumer groups. "When the development of more mature, the product has a distinction, can not conflict, independent development." "As for the direction of future development, he believes that two channels should focus on their own strengths to enlarge, rather than walk the road of integration." Because even if the offline experience, the electrical business can not be true to the extent of the real store, so it is better to play their own advantages to the reality. However, he also suggested that the combination of the two can also be viewed online to increase the volume of physical stores, but that is not a pure electrical business.

"All-friends Cupmico home encounters a refund frenzy" tracking

Trimebutine Furniture Refund rate continues to increase to 69%

This week, the Jinghua home launched the "whole friend Cupmico home encounter a refund frenzy" and other series of reports, attracted many attention. Our reporter tracking found that this week only the beauty of the song refund rate continues to climb, compared with last week's growth of nearly 10%, to 69.25%;

After a series of reports such as the Panyaugu home trimebutine furniture Encounter in Friday, some readers said they did not understand what the refund rate was. The reporter learned that the refund rate = 30 days in the amount of refund the Seller processed/30 days the number of transactions in the seller. Refund refers to the buyer due to the quality of goods, undelivered or no reason for return, and other reasons require the merchant to return the original payment. The reason is full friends, family, Trimebutine three well-known brand refund rate is very high or even more than 100%, is because of double 11 after the seller continued to refund operations, and the volume is relatively small, when the number of refunds is greater than the number of transactions, the nature of the refund rate more than 100% of the phenomenon.

From the current day cat display data, Trimebutine refund tide continues, the whole friend, Gu Jia is obviously better. According to the algorithm mentioned earlier, the refund rate is down, due to the fact that the number of two brand refunds has indeed decreased, or the trading volume has increased significantly in the last 30 days. It can also be inferred from the data that Trimebutine has been completely out of the way and deteriorating in both respects. For the reasons for the recent decline in the rate of return, family home explained that the 25th refund rate is 11.24-12.24 day refund number of/11.24-12.24 days of the number of transactions, compared with 18th, 30 days although refunds of the total number of strokes declined, but due to a substantial increase in the number of transactions, So the refund rate went down dramatically. According to the family home to provide data, double 11 of its total received 25000 pens, up to the current refund of 900, the total refund rate of 3.6%, at the normal level.

Reporters had called Trimebutine Furniture chairman Zhao Ruihai, hoping to get a positive statement, but was rejected. Reporter also put forward to send the question by SMS, so that its convenient reply, but Zhao Ruihai said the electric business "not to his pipe", do not know how to operate, refused the reporter's interview request.

Family home delay Delivery apology

This newspaper last week reported a Netizen complained about family home delivery too late case, family home electrical business manager Hu said, the family home production capacity is basic to meet the line and offline supply needs. In the family home network channels to buy furniture, delivery time is generally 30 days, this and offline stores unified commitment to the same time. But Mr. Hu admits there are individual delivery delays, and he admits there is a problem with the preparations.

Family home at the same time sincerely said, GU home appliance business channel is still in development, there is a certain problem, please consumer understanding, and will hurry to improve. Hu Manager introduced, although the company has been two months ahead of schedule, but in the face of double 11 large orders, or should continue to improve the order process and communication mechanism, making the system more flexible and efficient to meet the needs of customers. Manager Hu also introduced, according to the 11 commitment, the first 100 buyers of the goods have been issued, including on the Web page after the 3,000 transaction delivery cycle delay to 60 days, is also closely scheduled shipments, customer service has been and all the next single customer contact, confirmed the delivery time and details. Family home has more than 1000 distributors, distributed in 1200 cities, 2,300 stores, the entire company struggled to ensure timely delivery of goods. Family-oriented commitment, from the company's president to the warehouse handling and loading workers, are working together to ensure that the two 11 orders on time delivery.