Furniture e-commerce refund rate remains high

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Consumers face many problems such as distribution logistics installation

Recently, the sales of furniture e-commerce in the e-commerce promotion has reached a new high, but behind the glamorous data is the high refund rate. In the double 11 promotion, the controversial all-home home broke the refund rate by 36%. .

At the end of the year, many consumers purchased furniture and household items online. Although they saved the process of shopping, the problems of online shopping in the logistics, installation, return and other links also made consumers complain. Comprehensive cost calculation, although the majority of online shopping furniture prices are lower than the physical storefront, but with a variety of additional payment for transportation, installation and other costs, online shopping advantages have greatly shrunk.

Case: Finished furniture delivery costs directly to commodity prices

Compared with other standardized products, the problems of online shopping furniture and household goods in the distribution logistics, return and exchange, installation and other links make consumers complain.

Yesterday, Mr. Duan told reporters that he bought a desk for his daughter on Taobao, but the seller did not provide the door-to-door service. Mr. Duan could only go to the warehouse to mention it. "The solid wood material is particularly heavy, and it was hard to move to the home. It is more difficult for me to install it alone, and the manual is relatively simple. I only barely installed it in one afternoon."

Ms. Li bought the locker on the website of a home appliance company. After the delivery, she needs to install it herself. However, some of the holes have no problem to install. “Return is very troublesome. Not only need to apply for review by after-sales professionals, but also need to put the goods. Send to the seller address."

Although some e-commerce websites provide a series of services to solve the above problems, such as trunk transportation, same-city distribution, home installation, etc., but the furniture of less than 1,000 yuan still needs to pay hundreds of dollars, with a brand of 498 yuan for two people. For example, if the bed is not included in the transportation, the cost of the bed is about 150 yuan. If the door is installed, the cost will be half of the price of the double bed.

According to industry insiders, some high-end finished furniture packaging is difficult, and high-quality and reliable packaging is even more expensive than the furniture itself. Comprehensive cost calculation, although the price of most online shopping furniture is lower than the physical storefront, but with various additional payment for transportation, installation and other expenses, the price advantage of online shopping will be greatly reduced.

Phenomenon: "Consumers can't afford" Furniture e-commerce has a high refund rate

In the e-commerce double 11 promotion, the total sales volume of Tmall Mall's household goods category is more than 300 million yuan, of which the sales of all-friends furniture stores exceed 100 million, rushing into the top three of the Tmall double 11 sales list. However, after the promotion, all-friends home broke the refund rate of up to 36%. The industry generally questioned the furniture home e-commerce for the list and brushed sales. Yesterday, the reporter saw in the All-Friends furniture store that the refund rate for the past 30 days still reached 13.96%, which was higher than the industry's 4.87% refund rate, mainly due to the quality of the goods and the failure to receive the goods.

For the problem of high refund rate, most e-commerce sellers attribute it to “consumers can't afford it” because on the one hand, the peak period of furniture distribution is longer, some are more than half a month; on the other hand, Some orders require the merchant to go to the manufacturer to place the order and then distribute the product. Many consumers have reported that the furniture purchased in the double 11 has not been shipped and installed until this month.

A furniture e-commerce person said that due to the special nature of furniture products, the poor experience of consumers in online shopping in any part of quality, distribution, installation, etc. may result in a refund.

Industry: offline experience delivery service is difficult to replace

Since the furniture touched the net, it has achieved rapid growth. In 2011, the turnover of Taobao's home furnishing industry increased by 130% year-on-year. However, some analysts pointed out that the online shopping home market behind high growth is still immature. According to statistics, at present, 70% of the furniture in the United States is sold through online channels. Through the exhibition halls made by three-dimensional technology, consumers can easily browse all styles of furniture. In contrast, domestic consumers online shopping furniture is facing many problems, online shopping household items have also been exposed to quality problems, one of the reasons is because the network furniture "can not touch."

Compared with e-commerce, the traditional channels under the line not only have display functions, but also provide matching paid delivery services. Even if there are problems in the logistics and distribution, consumers can easily find after-sales and responsible persons. IKEA said that it hopes consumers will come to the mall to experience shopping, and currently does not provide online shopping services in China.

According to industry insiders, online e-commerce and offline store channels are mutually complementary. At the current stage, online traffic transactions and popularity are attracted, and offline channels provide traditional core services such as consumer experience, warehousing and distribution.

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