"The new elimination law" clear net purchase "regret right" electric quotient differentiation will accelerate

The new "Consumer Protection Act" (hereinafter referred to as "the new Law"), or will accelerate the death of the domestic small and medium-sized electric power business.

January 1 This year, Jingdong Mall has taken the lead in the trial of the new law. The bill, which was revised last October, will be formally implemented March 15 this year. "The new law" in the "online shopping regret right" concept of more specific definition, in addition to digital goods, fresh perishable, subscription periodicals and other special categories, consumers have the right in the online shopping behavior, from the date of receipt of goods within 7th, no reason to return. And before this, a large number of the right to interpret the return of the net mainly by the network to buy all the platform, some of the electric business even to take some means to improve the threshold of returns, thereby affecting the user online shopping experience.

A number of industry insiders on the "first financial daily" that the implementation of the new law to a certain extent, increased the operating costs of the electric operators, which will make the already exhausted small and medium-sized electric operators survive more difficult.

It's hard to return from a blind expansion

In December 2013, deputy director of commerce, Nielinghai, said at the second China Electronic Commerce annual meeting that in 2013, the domestic E-COMMERCE transaction size is expected to exceed 10 trillion, of which total online retail sales are expected to exceed 1.8 trillion. According to the Ministry of Commerce statistics, from 2006 to 2012, the domestic network retail size growth rate of nearly 99% per annum.

But the rapid growth behind, but also with the electric business platform on the consumer online shopping services, "easy to order, return difficult" affect the overall electricity market healthy development. A net buys the user to say to the reporter, in the past three years, each big electric dealer's promotion war is more and more, the user orders also more and more easy, but returns the threshold also is getting higher.

Some electric dealers have adopted different restrictive measures in the return policy. According to the reporter survey, 1th stores in the user agreement on the same user to purchase more than 2 items of the same goods, no longer enjoy no reason to return goods. And more electric power, mobile phone digital and other categories also adopted a ban on the provision of no reason to return.

Electrical Business Analyst Li Chengdong that, "return difficult" behind the refraction is the domestic electrical business "Great Leap Forward" impetuous style. Major electric dealers are desperately "making festivals", but rarely consider the service capacity after the order generation, resulting in more orders, more return, the operation cost of the proliferation of "malignant tumor", and then think of ways to raise the threshold of various returns, but in this way, their own reputation will become very poor. An electric trader told reporters that the average return rate during the promotion period was 3 times times that of other periods.

There is also a point of view, "return difficult" is the domestic electric dealer simple rough type competition under the product. Each family in "spell price, fight scale, Rob financing", but rarely consider their own service capabilities and the health of the platform, thus by raising the threshold of return to reduce costs.

Accelerate the polarization of electricity quotient

January 1, Beijing East said, will be the first to test the operation of the new extinction law. A Beijing-east Personage told the first financial daily that the Beijing-east has been tried out from the proprietary category, while the open platform part of the business will be gradually implemented after the training of the Beijing-east.

The legal person Zhao occupies to this newspaper reporter to say, besides clear "the net buys regrets the right" outside, "the new elimination Law" also stipulated the network transaction platform to undertake the joint and several responsibility, but this part mainly aims at the open platform.

But Zhao occupation also said that at present the domestic electricity quotient's competition environment is more sinister, often is full of "the malicious return" behavior with the goal which blows against the competitor. However, the criteria for the identification of "malicious" acts are not transparent enough, and this is where the new law of elimination exists.

Li Chengdong said that the implementation of the "new law" will accelerate the polarization of domestic electricity business, Beijing-east, Cat, Tencent and other large electric business platform under the capital advantage has sufficient space for optimization, but for the domestic small and medium-sized vertical electric, will undoubtedly aggravate its survival pressure.

Li Chengdong that in the past few years, Jingdong has been investing heavily in logistics and other service systems, already has the warehousing, the distribution and so on end to end service chain Foundation, "The New elimination Law" The introduction to some extent has catered to the Beijing east the competitive advantage, but for Taobao platform sellers, may raise 1~2 Point's operating cost, But this also to a certain extent to help Taobao sellers ecological purification. And the most influential is the clothing, footwear category of vertical electric operators.

He said that at present, the domestic apparel, footwear category, the average return rate of vertical electric dealers has reached more than 10%, and this kind of electric dealer often to channel class majority, under the low price competition environment, the channel type electricity merchant's profit margin is still less than 10%, once the strict stipulation 7th no reason returns, this part of cost will bring the huge pressure to this kind of electricity trader.

Electricity Quotient analyst Lu Wang also said to the reporter, the return goods to the electricity merchant the biggest influence is the "reverse logistics", from the service chain, to take the goods from the user side, followed by the classification of goods, and then put back to the warehouse and shelves, but also the back-end system financial data changes, this is not a labor cost. In general, "reverse logistics" is much higher than the cost of selling the product.

At present, the domestic vertical electric business is in the throes of death. On the one hand, as the domestic electricity quotient pattern tends to stabilize, small and medium-sized vertical electric trader is very difficult to obtain new financing; Secondly, the domestic electricity trader's flow resource mainly by Ali, Jingdong, Tencent and so on several big platform control, in the financing difficulty, the vertical electric dealer independent purchase flow cost is higher, Amoy and other electric dealers have given up their own independent web site to go to the cat and other open platform, "work"; third, with Jingdong, Suning, Tencent and other large platform of the category expansion, the main channel before the vertical electric dealers in the price and category to gain the advantage.

However, Li Chengdong that the domestic vertical electric business also need not pessimistic, one is in this "winter" to do their own commodity supply chain, and second, to find new opportunities in the field of mobile. Li Chengdong expects that in 2014, there will be a listing of 4 vertical electric dealers, including Poly-Mei excellent products.