Speaking of the new law of elimination, let's look at a short set of data.

When it comes to the new law of elimination, let's look at a short set of data: It is understood that the new law on the content of online shopping to become a consumer complaint hot spots. For example, from the electric business platform more concentrated in Beijing, Shanghai and other 5 cities, 12315 centers to accept complaints, since March 15, the implementation of the new law, five cities to accept consumer network shopping complaints 27,000, which directly and the new law related to the provisions of the complaint 1380, involving consumers generally concerned about " 7th, no reason to return "741 of complaints, accounting for the total number of complaints with the new law 53.69%.

In other words, more than half of the complaints and electrical business, why is there such a situation?

One, the electric business is to run the monk has no temple

There is an old saying in China that the monk cannot run away from the temple to describe the risk of being cheated. This sentence used in the field of electricity is not the spirit, so the electrical business for the new "Elimination law" implementation is not complete or simply do not execute also become understandable, after all, consumers have problems, it is impossible to run to the warehouse of the electric dealer to claim it. In particular, such as the cat's independent open shop platform, once the brand shop problems, the cat can only be like the consumer association from the coordination of the deal.

Ii. low profit and high cost of service

On the one hand, the profit is too low, on the other hand, once the return of the goods and services cost is too high. From a professional point of view, we all know that the reverse logistics cost is positive logistics is several times even 10 times times, that is, the distribution costs 5 yuan, the cost of the return of some companies to 20 to 50 yuan. After all, there are early sales of goods in the promotion of marketing costs in the inside, this no reason for a return, the electrical business in the cost is difficult to carry.

Third, the consumer "quality" problem

This issue is estimated to be a lot of people scold, but in fact do the electricity business know, in China, this magical country there is really such a so-called "quality" problem caused by the return, such as a pair of shoes to buy back wear seven days, and then return, do not refund on the complaint. Make a lot of electricity business is very headache, not back to this complaint ran the association or the media to go, the obvious goods no problem, is "quality" noisy play, the cost in vain increase do not say, also put the credibility of the hook.

These three problems are almost impossible to solve on a purely electric business platform, but these three problems give O2O great opportunities, especially for traditional retailers and brands that have multiple physical stores online. This analysis also has several points:

One is a lot of physical stores in order to enhance service, very early can "7 days no reason to return", of course, matching the face-to-face inspection, so the actual real free return of the proportion of a large drop, which is also a psychological person.

Two is online bought something really in seven days dissatisfied, not like a pure electric dealer so troublesome to send to send, can directly to the offline entity shop to Exchange.

Three is to run the monk can not run the temple of Psychology also let O2O platform will have fear, not as a pure electric dealer as blatant bullying consumers.

Four is in the current pure electricity business Platform capitalization operation, the traditional enterprise's O2O process and the result is not big, changes the consumption habit and the consumer behavior needs the synthesis factor to promote, the price drive is a way, the good post-sale service is a better way, after all, the pure electricity merchant cannot in this aspect with has many hypostatic store's traditional retailer PK.

Five is the electricity business platform vicious price competition causes the fakes problem, cannot very good high efficiency solves the post-sale question to be more and more prominent, this makes the new "the elimination law" perhaps to the pure electric business platform to be a pressure, to o2o the traditional retailer of the mode to become the superiority instead.

Based on these five aspects, we can see that the new "elimination law" will obviously make the platform of O2O model gain more benefits, and the pure electric business platform if want to and O2O mode of the platform like to pay a higher price, so the future pure electricity quotient will also gradually and offline entity integration integration, This in the field of after-sales service in order to obtain the same advantages as the O2O model.

Wen/Zhong