After the Double Eleven, the furniture e-commerce found a super high refund rate. The peak value reached 187.20%, which caused a heated discussion among consumers and the industry. But the refund rate is like the boss of the boil. After being squeezed, it is a flaw in the sales channel of furniture e-commerce-long delivery period, not cheap, and poor experience ... The industry admit Furniture e-commerce does have shortcomings, but it also has its unique advantages. If it needs to develop, it must first get rid of the constraints and take the first independent step.

The rise of furniture e-commerce     There are still many problems

Furniture e-commerce as a new channel for the development of the furniture industry , convenience, low price has become its advertised advantages. Major furniture brands are eager to try, and there are not a few that have furniture brand flagship stores on Tmall. The furniture business platform have to act, the line also opened a large furniture museum experience; love bee tide museum at the Lynx line easy to address even after the storm, but near the big furniture stores, the bigger the size, brand Louder. During the Double 11 shopping carnival, Tmall's home furnishing sales reached 300 million. This amazing number even made some people in the industry shout that " furniture e-commerce is coming, and traditional furniture sales channels are careful."

However , the "band-aid" on the scars of furniture e-commerce gradually uncovered with the super high refund rate that followed -Quanyou Home Logistics even up to 6 months; the offline price of Qumei is 10% lower than online ; The high logistics fees of Gu's home also made buyers unable to scream. The results presented in the survey seem to be the same as the convenience and low prices of the furniture electrical trademark list. With such a poor shopping experience, how can the furniture e-commerce store retain customers' hearts? Industry insiders said that the emergence of a high refund rate has sounded the alarm for everyone. There are indeed many problems in the furniture e-commerce business. How to go this road must be carefully considered.

Furniture electricity provider high refund rate    Indeed not normal

The refund rate of furniture stores is generally controlled at about 2%. A person in charge of a furniture store said: "Because consumers have fully experienced before buying, they can definitely determine their own ideas, and this is what e-commerce lacks." Industry insiders believe that many of the Double 11 shopping is passionate consumption. Because there is no cost to shopping online, let me take a picture, and finally, I will refund the money if I don't want it.

According to insiders of the furniture business , it is normal for the normal furniture e-commerce refund rate to be controlled in the "single digit", but the double 11 will cause great pressure on the merchants' logistics and service systems, and the refund rate will rise. It is also excusable, but the situation of Qu Mei, Gu Family, and Quan You "is indeed a problem."

People in the furniture and electricity business also believe that the consumption potential of furniture and building materials is relatively fixed. The short-term promotion just focused on exploding the consumption potential. "It is nothing more than eating food." Then the business will be very light. Even if it stimulates some additional consumption, it is extremely limited. And the result of the promotion makes the services that customers enjoy worse, such as delayed logistics, and the refund rate naturally becomes higher.

Additional charges for after-sales of furniture e-commerce    Because the dealer is not profitable

The reporter saw on the Tmall website of Gu's family and Quanyou that he promised that the furniture purchased by buyers on the Internet will be handled by the local physical store after-sales and warranty matters. The industry insiders reminded that dealers will only bear the after-sales service of e-commerce channel furniture when gaining benefits. In other words, as soon as the dealer did not receive the money, the furniture bought online fell into a situation where no one managed it.

The reporter found that "C Chuang 1989" who purchased Quanyou Furniture complained that "the bed was not sold since it was lifted ..." Finally, I installed it myself, regretting that "I shouldn't buy it at all." According to Quanyou ’s logistics regulations, buyers do not need to pay distributors ’fees when they mention it, and they do not provide installation services. The Gujia logistics rules also clearly stated that the buyer paid 300 yuan to the local distributor for package delivery, package upstairs, and package installation. It seems that dealers still have consumers to pay for it in the end.

Insiders in the furniture industry said that there is a game between e-commerce channels and distributors. "The same merchandise dealers also sell, and there are costs such as site rent and staff costs. You also sell to this place online. You must ensure that the dealer has certain interests before he will deliver it to you." Yin Yuxin said. Although the prices of goods purchased by consumers in traditional stores may be higher, they already include distribution, installation, warranty and other service costs. The low price of certain furniture on the Internet may be a sacrifice of this part of the cost. Consumers need to consider how to obtain these services locally in the future.

Insiders of the furniture and electrical business said that generally regular manufacturers will take into account the problem of furniture after-sales, and some are entrusted to local distributors and some are outsourced. As for how to settle the service fee between them, he is unknown. However, he reminded that the manufacturer's after-sales team coverage is limited and not available in all regions. When purchasing products with high installation and maintenance requirements such as furniture, it is important to understand the after-sales problem in advance.

Furniture entities are cheaper than online     Because the cost of online marketing is higher

According to the survey, online goods are not cheap, and even Qumei furniture entity is still 10% lower than online.

Prior to this reporter's written interview with Wu Nanni, vice president of Qumei Group, said in a reply email, "We do not have the problem of online and offline price differences for the same commodity (do not rule out the offline major events, individual markets will do activities for other series , Give some gifts to the customers of the experience store). "It is inconsistent with the reporter's field investigation results. Zhao Ruihai, chairman of Qumei Furniture, refused the reporter's request for interviews by saying that he was "not under his control" with e-commerce.

In response to the problem that Qumei furniture's offline furniture is cheaper than the online price, insiders of the furniture electronics business said that everyone's impression is that online furniture commodities save space and other costs and should be much cheaper than offline, but this is not the case. Although the products of the same models of regular manufacturers will be cheaper online, they will not be as cheap as the consumer imagines to make a discount. Shi Jun explained that the opening of online stores by regular manufacturers actually saves a field rent, and the promotion fees are even higher than the actual ones. Because the physical store itself is a publicity, and no promotion on the Internet "no one knows." "If furniture is much cheaper than physical, consumers should pay attention that such goods may not come from formal channels."

Insiders of furniture e-commerce also introduced that what is really cheap online is a batch of products with simple structure and low cost developed by manufacturers for e-commerce channels. Because most of the furniture purchased online is young people, the budget is not high and they like simple styles, such products are usually cheaper than other products in brand stores.

Furniture e-commerce logistics is slow    Due to insufficient production capacity

According to a survey by our reporter, the three brands Qumei, Gujia, and Quanyou all suffer from the problem that the online shopping flow is much slower than that of physical stores. Among them, the problem of slow delivery of Quanyou is even more prominent.

Insiders of furniture e-commerce explained that it is normal for e-commerce channels to have a slower online shopping flow than entities. "Because many offline stores are operated by brand distributors, distributors have the function of picking up goods in batches, with high efficiency, fast logistics, and low damage rate. If the manufacturer directly sends logistics to the buyer, naturally, the time and loss rate The above is to be discounted. "But as a result, the convenience of e-commerce is greatly reduced.

While the delivery period like Quanyou can reach 6 months, Yin Yuxin said that the most questionable is the manufacturer's production capacity, whether it can meet the dealers and online channels.

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