The pain of the return rate of electric dealers: pushing high cost businesses as a secret

Newspaper reporter Fanglu Beijing report

Returns as a legitimate right of consumers, not only in the physical store feasible, the State in the field of electrical business dedicated to the "7 days no reason to return" provisions. But for the "double 11" sales surge in the size of the electricity business, logistics costs far higher than the physical store returns, became an unavoidable pain.

China industry Research Network data show that last year, "Double 11" the average return rate of electricity accounted for 25% of sales, some businesses up to 40%. This year, only November 10 to November 17 7 days, the industry-wide processing of mail (Express) volume reached 586 million, compared with the same period last year nearly 70%. The maximum daily processing amount is three times times of the normal processing volume (33.09 million pieces/day). This means that this year's "double 11" return rate remains high.

Back to the merchant goods, how many returns within the normal range, and how many returns to reduce the operational efficiency of each link? No matter what the reasons for the return, to buyers, sellers and related logistics companies are related to transport costs, damage costs. In addition, returns are also related to emotional costs. 24th, a number of enterprises interviewed by the 21st century Economic report said that the return rate data is more sensitive to the electric business enterprise, but it is indeed one of the costs that the enterprise attaches great importance to.

Sensitive return rate

Shenzhen Logistics Co., Ltd. (hereinafter referred to as "Hagrid Logistics") services to the object of Cross-border retail groups, but also the domestic electric business giants.

The first one months of the "double 11" is the busiest phase of Hagrid's logistics. In fact, such a busy not only prepare for "double 11", but also for "after double 11" returns in preparation. Factory a large number of goods transported to different electric dealers, the rapid arrival of distribution centers throughout the country, and then sent to the corresponding courier company Warehouse, which began at the end of September each year the commodity migration Test all aspects of logistics.

But the return topic, still became the logistics company for the electric Business enterprise to guard the secret, because these electric business enterprise is its "guest". According to the 21st century economic reporter, "the guests" than the outside world want to know each other's return rate, because this relationship between their own and competitors procurement and business situation. This is because, every online shopper, after a single, a long series of logistics information, can be a glimpse of the dynamic changes in logistics links. This flow in the virtual business of the electronic process system, and suppliers, platform, logistics and so on the interests of the relevant.

Taking the cost of logistics company as an example, the deputy general manager of the Logistics and retail Logistics Department of Hagrid's Chen and the 21st century economic reporter interviewed said, roughly divided, Hagrid logistics service business for two kinds: traditional retail, E-commerce. Limited by the base of the small logistics, electric business growth rate of 100%-200% a year, far more than traditional retail. In order to cope with the huge logistics operation, the company must open up the positions.

As a carrier, the cost of the transfer of goods required by the company is bound to pay, "the growth is very large." Chen Jia said, including the cost of buying a car and putting people into it. Another big cost is to build it logistics system. For Hagrid Logistics, these expenditures as already started roller coaster, can only move forward and can not press the pause button, "some local warehouses are not enough, some places have not been established, so do not know how to calculate (cost)." If the pause is good, but the pause, but also to take money to expand, investment and increase. ”

What is the link between the cost of a logistics company and the return? Very simple, shipping, for logistics companies, electricity and so on, the hope is a ray, from a spray to another point, do not return, complete the sale and realization of the buyers and sellers happy. But the return, equivalent to the number of parties to the buyer point, back to draw a ray. For the vast number of consumers, this is a right to exercise, for this ray of the next step in the process of the relay point, but is the repeated payment of logistics resources.

"Some service areas have not yet been covered, still in the positions, but to a certain extent will not expand." "Chen Jia said. Logistics companies to take positions mainly to cooperate with the electrical business, "follow their layout, they stopped, we also stopped." "Logistics and the power of the two sides of the cargo load is different, the former mainly for the temporary storage of goods, replenishment, the latter mainly all the goods together, and sorting."

"They are large pools, we are small pools, and their water is passing through us." "Chen Jia said. In his view, "Double 11" return volume to December before the logistics company. Because then, the return will flow through the logistics company to the supplier, the company will concentrate and back and forth, within one months, and then focus back to the factory. "Return to the electrical business is not good to say, retreat more and less, no one said, more sensitive." "he said.

The secret of different goods return rate

"Double 11" World War down, although the home appliance merchants to their own return rate is tight-lipped, but different merchandise return rate is different, this to operate different kinds of goods of the electric dealers, the resulting cost of return to bear the difference.

24th, Jing Dong Internal responsible for the 21st century Economic report reporter said, from this January 1, the east of Beijing's proprietary goods on the implementation of "Seven days no reason to return", the move than the "new law" formally implemented 3.5 months earlier. For proprietary goods, Beijing East implementation of the policy is "Customer purchase of Jingdong 7th (including 7th, since the customer received the date of the calculation), in order to ensure the integrity of the goods on the premise that there can be no reason to return (some goods and categories except). ”

But Jingdong also according to "the New elimination Law" The related stipulation, the Division of proprietary goods does not apply to "seven days no reason to return" products, such as personal custom products, fresh perishable goods, online download or opened the audio and video, food, health products, personal care products, intimate items, virtual goods. In the interview, Jing Dong to "Double 11" after the end of the return rate is about how much is not explained.

In Shanghai Fei Niu Tatsu E-commerce Co., Ltd. Business Development Department and Logistics Distribution department general Manager Shambin, this year the new line of flying cattle net return rate is lower, the reason is that customers will not buy a bottle of pickles open eat, and then return, that is, "food, fast extinction, washing class" and other products return rate will be due to the product itself has the attribute reasons, Less occurrences of returns. He says the rate of return on food is almost negligible, less than 1%.

At the same time, to fly cattle net home appliances Sales For example, can be seen in the physical shop to buy online home appliances return rate of about 2%. 24th, Gome Online marketing vice president and spokesman Huangxiangping to the 21st century Economic report reporter said, gome online "Double 11" period return rate is also "relatively low", because "double 11" as a special holiday, home appliances not only low prices, as long as the service in place, will effectively avoid the return rate problem. Gome online to avoid more return events, on-line picture display, product price intuitive and customer quick shopping convenience, have special attention.

Shambin that, the highest return rate of electrical products should be concentrated in the category of clothing, shoes and hats. "The return rate is about 10%." "he said.

On the return reason, Huangxiangping said, the main reason for the return of the customer is after the goods, that the product and imagination are different, followed by consumer impulse consumption;

Returns do bring the cost of the electricity business, mainly in logistics, commodity breakage rate, commodity turnover and transport. The biggest cost of return to the electric business enterprise is, "logistics, property, personnel and the process of re-processing of return procedures." "Shambin said.