The boom of the Double Eleven has gradually dissipated with the passage of time. According to relevant data, the Double Eleven finally closed at 120.7 billion yuan, and the wireless transaction volume accounted for 81.87%, covering 235 countries and regions. The historical high since the eight "double eleven". 52 seconds to break 1 billion yuan; 1 hour to break 35.3 billion yuan, more than 2013 all day; 12 hours of sales over 80.7 billion, and each brand also gave a perfect answer. However, behind the gratifying data, the embarrassment caused by the after-sales problem has also attracted the attention of enterprises.
High return rate after double eleven carnival, low consumer satisfaction
After the double eleven is often accompanied by a large-scale refund of the return of the tide, there are people in the industry to analyze this phenomenon or related to the individual shop "brushing behavior". However, in the eyes of the industry, the actual situation is not so simple. After the “Double Eleven†each year, the consumer complaints in the home furnishing industry will increase in a spurt, especially when some of the best-selling home brands are widely evaluated or even badly evaluated by “proâ€, from “general†to “product qualityâ€. The proportion of comments on the poor is not small, and issues such as delivery, return service and product quality have become the commonplace of household e-commerce consumers every year.
During the double eleventh period, the number of counterfeit and shoddy goods sold online, as well as false discounts, false original prices, false inventory, misleading propaganda, and swipe orders, led to a significant increase in consumer complaints after the “Double Elevenâ€. Consumers are generally dissatisfied with the double 11 service, and the quality of service still needs to be strengthened.
Double eleven "diseases" Frequently, two "pain points" need to be resolved
1, the price of the special offer is more expensive than usual
Many consumers are stuck in the "Double Eleven" online shopping, the picture is that the price of goods is extremely low. However, the actual discounts given by some merchants are not as low as consumers expect, and there are a lot of restrictions, and many home products such as wardrobes are also pricey. Mr. Sun said that he originally planned to buy a certain brand of sofa online, so he has been paying more attention to the online price of the brand. However, during the “Double Eleven†period, he found that some brands in the online store “ The double eleven" promotional price is higher than usual, but the merchants have played the "exclusive" "double 11 carnival" and other signs, consumers can not find this situation without careful comparison. "The real low-priced products may not be able to grab you at all." Ms. Xiao is going to buy furniture for her new house, such as coffee table, sofa, TV cabinet, etc., so I remember the price before the "Double Eleven" and will look good. Put in the shopping cart. However, on the day of “Double Elevenâ€, she found that most of the items in the shopping cart showed a price reduction, but the price was not lower, and only a few pieces of price-cutting goods did not wait for her to complete the payment, the system has already sold out. .
2, after-sales logistics service is not perfect, consumers say "heart tired"
Logistics is still a major bottleneck for online shopping home products. Because most household products are bulky, the logistics costs are higher compared to other products, which leads to the merchants only reducing the price of the products, and requiring consumers to pay for the goods. In addition, post-purchase installation and after-sales problems have also caused many online shoppers to suffer. According to Mr. Liang, a wardrobe purchased during the double eleven period, when receiving the goods, because of the large size of the goods, unpacking inspection, it is inconvenient to pick up the home. As a result, it was discovered after the home unpacking that the wardrobe was damaged during the transportation. Since the seller only provides the exchange service, I have to go to the logistics center to check it. After the replacement is successful, I have to go to the logistics center to pick up the goods. I have to spend a lot of money and energy to go back and forth. It takes a long time for the tug-of-war. I can't afford to hurt, I can only admit that I am unlucky, I will use this wardrobe with "scar".
More thinking needs to be rational behind the battle thinking fanaticism
In recent years, most consumers have gradually deified the double eleven. Most consumers have set up alarm clocks to buy their favorite products in order to buy the products. In the author's opinion, this is completely unnecessary. There is a lot of water hidden behind the high transaction volume created by the e-commerce platform. After all, the furniture e-commerce market is not as hot as it is supposed to be. Last year, there were also furniture e-commerce companies that failed to make the final capital turnover due to the excessive promotion of goods. In view of this, this year's furniture e-commerce companies are quite rational. Some unscrupulous merchants will first raise the price by 80% on the basis of the original price, and then give a 50% discount to mislead netizens. Of course, consumers still need to be rational in dealing with the double eleven.
This year's Double Eleven came to an end with amazing transaction data. In my opinion, home brands should always adhere to their own heart, do not falsify, fake business, attract consumers with low-priced gimmicks, but should be consumers. Provide a good product. If a good product unfortunately has been damaged during transportation, it should actively communicate with consumers, improve after-sales service, and strive to find a solution to achieve a win-win situation, and do not shirk responsibility.
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