Furniture electricity supplier short board exposure development needs to be independent

Last week, after Jinghua household disclosed double 11, furniture retailers were shocked to have a high refund rate. The peak value reached 187.20%, which caused consumers and the industry to discuss it for a time. However, the refund rate is like the head of a scorpion. After it has been squeezed out, it is the hardships on the sales channels of the furniture e-commerce company. The delivery period is long, the price is not cheap, and the experience is bad... The industry admits Furniture e-commerce does have short boards, but it also has its unique advantages. If development is needed, it is first necessary to get rid of containment and take the first step toward independence.

The difference of current service makes the buyer unable to hurt

In recent years, furniture e-commerce has become a new channel for the development of the industry. Convenient and low-cost has become its advertised advantage. The major brands eager to try, Tmall has a flagship store in a few. The e-commerce platform has also taken action, Sina has a home, the line also opened a large experience hall; Lynx line love love bees tide experience, although after an easy disturbance, but after the sale of large stores, the larger The brand is louder. Double 11 shopping carnival, Tmall home sales of 300 million, this amazing number, but also to some industry insiders shouted "E-commerce came, the traditional channels are careful."

However, the ultra-high refund rate that appeared afterwards cited the publication of the “Brand-aid” on the furniture supplier’s blemishes—all-you-can-home logistics lasted for as long as six months; %; Gu's high logistics costs also make buyers can not afford to hurt. The results presented by the survey are similar to the convenience and low price of the furniture brand. It is such a bad shopping experience. How can a furniture retailer keep his customers? Industry sources said that the emergence of a high refund rate has sounded the alarm for everyone. There are indeed many problems with furniture electricity providers. How to go about this specific road has to be carefully studied.

High refund rate is indeed abnormal
According to reports, the refund rate of traditional stores is generally controlled at about 2%. Yin Yuxin, deputy general manager of Oriental Home Furnishings Plaza, said: “Because consumers have fully experienced before buying, they can fully determine their own ideas, and this is what e-commerce is lacking.” Insiders believe that a lot of dual 11 shopping is Passionate consumption, because there is no cost for shopping on the Internet itself, to shoot it down and say it again, and finally do not want a refund.

Sina home · home on the electronic mall commercial director Shi Jun said that the normal furniture e-commerce refund rate control in the "single-digit" is relatively normal, but encountered double 11, on the business of logistics, service system have caused great Pressure, the increase in the refund rate is also extenuating, but in the case of Qu Mei, Gu Jia, and All Friends, “There is indeed a problem.”

Shi Jun also believes that the consumption potential of furniture and building materials products is relatively fixed. Short-term promotions only focus on expending out the potential of consumption. “It's nothing more than eating and eating.” The business will then be very light. Even if it stimulates some extra consumption, it is extremely limited. As a result of the sales promotion, the services enjoyed by the customers deteriorated, such as delays in logistics, and the refund rate naturally increased.

Reasons for slow logistics or lack of production capacity

According to a survey conducted by our journalist, the three brands of Qumei, Gujia and Quanyou all have problems in that the online shopping flow is much slower than in physical stores. Among them, the problem of slow delivery of all friends is even more prominent.

Shi Jun explained that online shopping flow is slower than the entity in the e-commerce channel is normal. “Because many physical stores under the line are operated by brand dealers, dealers have the function of batch delivery, high efficiency, fast logistics, and low breakage rate. If manufacturers directly send logistics to buyers, it is natural that the time, the loss rate This is to be discounted.” But in this way, the convenience advantages of e-commerce are greatly reduced.

And like all friends this delivery period can reach 6 months, Yin Yuxin said that the most questioned is the manufacturer's production capacity, whether it can meet the dealer and online two channels.

The entity is cheaper than online or because of the higher cost of online marketing

The reporter investigated that online goods are not cheap, and even Qumei furniture entities are 10% lower than online.

Previously, the reporter had written an interview with Wu Nani, Vice President of Qumei Group. In the reply email, he said, “We don’t have the issue of online and offline price difference of the same product (If you don’t exclude offline special events, some markets will do activities because of other series.) , give some gifts to the customer of the experience shop." The results of the field survey with the reporter did not match. Zhao Ruihai, Chairman of Qumei Furniture, “does not belong to him” with the e-commerce business. He did not know how to operate the product and refused the reporter’s interview request.

Regarding the issue that the price of a furniture line under Qumei Furniture is lower than the price on the line, Shi Jun said that everyone has the impression that online furniture products have saved site costs and other costs, and should be much cheaper than offline, but this is not the case. Although the same manufacturers of the same models will be cheaper online, they will not be as cheap as the consumer imagines. Shi Jun explained that the formal manufacturers online shop actually saves a rent, propaganda fees and even higher than the entity. Because the physical store itself is a propaganda, but on the network does not promote "no one knows." "If the furniture is much cheaper than the entity, then consumers should be careful that such goods may not come from regular sources."

Shi Jun also introduced that what is really cheap on the line is that manufacturers have developed a number of products with simple structure and low cost for the e-commerce channel. Because most of the online shopping furniture is young people, the budget is low and they like the simple style. Such products are usually cheaper than other products in the brand physical store.

After-sales extra fees or because the dealer does not profit

The reporters saw on the pages of the Gu Family and All Friends Tmall. They promised that the furniture purchased by the buyer from the local store will be responsible for after-sales and warranty issues. Industry insiders reminded dealers that they will take on the after-sales service of the e-commerce channel furniture. In other words, once the dealers did not get the money, the online shopping furniture would fall into nobody's control.

The reporter found that the “c闯 1989” comment on purchasing all-family furniture complained that “the bed was not sold after the sale...” and finally installed itself, regretting that “it should not be bought at all”. In all-youth logistics regulations, buyers do not have to pay dealer fees and do not provide installation services. The details of the Gujia Logistics Rules also clearly indicate that the buyers paid 300 yuan to local dealers for package distribution, package upstairs, and package installation. It seems that the dealers finally have to pay for their own money.

Industry sources said that e-commerce channels and distributors themselves have a game. “The same commodity dealers also sell, but also the costs of renting and staffing costs. You sell this place on the Internet. You must guarantee that the dealers have certain benefits. He will only deliver to you.” Yin Yuxin said. Although the price of goods purchased by consumers in traditional stores may be higher, it already includes service fees for distribution, installation, and warranty. The low price of certain furniture on the Internet may be a sacrifice in this part of the cost. How to obtain these services in the future? Consumers need to think about it.

Shi Jun said that regular regular manufacturers will take into account the after-sales service problems, and some entrusted to local dealers, some outsourcing, as to how they settle service fees between them he is not known. However, he reminded that the coverage of the factory's after-sales team is limited, and not all regions have it. It is important to understand the after-sales problem in advance when purchasing furniture such as furniture, which requires relatively high installation and maintenance.

From the attitude of sound, see the arrogance of Qu Mei

Facing the news media, Zhao Ruihai, president of Qumei Furniture, who has always been a high-profile network operator, has encountered an understatement in his own Tmall (Taobao Mall) flagship store. The answer is "I don't know it." . When the reporter explained the results of the survey and the consumers' questions, his language was simple: "This is not our responsibility." So, who controls? It's strange that after being dug out of management and service by the media, it has been flawed. After being dissatisfied with the returns from a large number of online shoppers, Qumei’s top-down approach has been so indifferent.

Indeed, Zhao Ruihai can't be a big player as a top company. But this continuous multi-day refund rate swings above 50%. Didn't you even ask why? Perhaps, Qu Mei is too high to see themselves, you love to retreat, his later took over; as other brands, the reduction rate, it is they fake!

The swan can have shortcomings, but if it has ostrich movements and thinking, it would be laughable. Consumers are not stupid, do not teach them to distinguish between true and false. If you can't provide real benefits, real services, and real convenience, the popularity is even higher.

Outlook E-commerce still has its unique advantages
Since furniture e-commerce has so many problems, why do home brands have to test water? Yin Yuxin said that it is still too early to judge whether the furniture is suitable for the electricity supplier. However, from the double 11 point of view, there are still many areas for improvement. As for the future direction of e-commerce, he believes that it is more practical to combine it with offline experience. However, he also stated that for the Oriental Homeland, it is not in a hurry to try a hydropower supplier, because in the field of furniture sales, the traditional store channel still has absolute advantages, and the e-commerce channel is still “underflowing”. In the end, he used the word "after-effects" to summarize his views on e-commerce - if he explores successful models later, he will not be late.

According to Gu Jiafang, the e-commerce business is also exploring. After all, this channel is becoming more and more important. With the 80s and 90s becoming the main force of consumption, they are accustomed to online shopping. “If we don’t appear in this channel It will be eliminated.” As Shi Jun, who is engaged in home electronics, hopes that everyone will give this new channel some room for development. He admits that the physical shopping consumer experience itself is better than e-commerce. First of all, for high-priced goods such as furniture, we can see and feel it intuitively, we can intuitively judge its quality and function, and dealers can provide consumers with a complete service system to make the shopping process more comfortable.

However, Shi Jun believes that online shopping also has its own advantages. Consumers can browse through the web to quickly select products without having to go shopping endlessly. In some products, the price of e-commerce still has certain advantages.

Independence is the first step for e-commerce development

People in the industry believe that although e-commerce still has room for development, the biggest problem is that the price is more dependent on the offline market. As far as reporters are concerned, all businesses have stated that they are still trying to find a solution. Online and offline products are not completely separated, and the service system is constantly improving.

Shi Jun said that the two channels of entities and e-commerce are aimed at different consumer groups. "After the development is more mature, the products will be differentiated, and they will not be in conflict with each other and develop independently." As for the future direction of development, he believes that the two channels should focus on magnifying their own advantages instead of combining them. Because even if you do offline experience, e-commerce may not be able to achieve the true degree of physical stores, so it is not as good as their respective advantages. However, he also proposed that the combination of the two can also increase the volume of physical stores through online browsing, but that is no longer a pure e-commerce.