"This year's double 11 e-commerce carnival, furniture brands are still strong. Compared with last year's furniture e-commerce due to high return rate has been criticized, Jinghua home reporter through continuous observation of the top ranked furniture brands found that the return rate is higher than the same year (double 11 30 days) showed a downward trend and stabilized within 3%-10%. At the same time, buyers' evaluation of delivery speed and after-sales experience is also rising. Industry insiders said that this is sufficient for enterprises in logistics and stocking. The preparation has a great relationship, and the satisfaction of the furniture e-commerce experience is constantly increasing. However, the reporter learned from the buyer's evaluation that the delays in delivery, logistics loss, and additional costs have not been eradicated, and e-commerce roads have not been eradicated. There is still a long way to go."

Maximum return rate dropped from 187% to 10%

Last year, the high transaction volume of double 11 furniture e-commerce attracted people's attention, but on November 26 of that year, Weibo broke out: the refund rate of all-home households was 34.68%, a total of 13331 times, of which 11679 major refunds were due to “unreceived Arrival"; Qumei is 5.77%, a total of 500 times, of which 25 times the main reason for the refund is "not received goods"; Gujia home is 5.23%, a total of 888 times, 21 times the main reason for the return is "not received goods ". When the Jinghua home reporter checked the return rate on December 15, 2012, it was found that the refund rate of all friends has reached 187.20%, and the number of “not received goods” returned was 11,144 times. The 30-day refund rate of Gujiajiao reached 119.54%.

This year's double 11, what is the return rate of furniture e-commerce? From December 5th, Jinghua Home News reporter began to observe the 30-day refund of several flagship stores in Tmall that performed well in the Double 11. It was found that the return rates of all brands were almost always in single digits, and the main reason for refunds became no reason to return, with significant changes from last year.

On the 5th, the refund rate of Lin's furniture within 30 days was 7.4%, down to 10 days, down to 7.26%, and the total number of refunds was 7,350 times, of which there were no reason to return 4608 times. All-you furniture was 9.78% on the 5th, 10.59% on the 10th, and the total number of refunds was 8832, no reason to return 5205 times. The 5-day refund rate of Qumei Furniture was only 3.05%, which increased to 3.27% on the 10th, and the number of refunds was 293, and there was no reason to refund 189 times. The refund rate of Gujiajiao on the 5th was 4.57%, slightly increased to 4.96% on the 10th, the total number of refunds was 1809, and there was no reason to refund 1055 times.

Buyers positive comments increased

Compared with last year, many buyers complained in the comments that the furniture buyers were very slow in delivery (there were buyers who said they had not delivered for 5 months), the customer service was not working, the installation service was poor, and the miscellaneous fees after the furniture landing were negative. This year, the negative evaluation has been significantly reduced. Many netizens exclaimed in the evaluation, "I didn't expect the double 11 delivery so fast!"

A netizen who bought a certain brand of furniture, "Yu's child" said in the evaluation, "Double 11 orders, originally prepared for long-term waiting... I did not expect (November) sent on the 20th! "Yuhongli117" said, "Double 11 fixed goods, originally said to be shipped two months later, did not expect to receive the goods soon" ... similar to praise the speed of logistics is still a lot of evaluation.

Many brands' services are also highly praised. For example, the customer service must answer every question and track the order throughout the whole process; there is a problem after the goods are put on the ground, the brand can be solved in time after the sale; the service attitude of the installation workers is good. Anonymous netizens commented: "Special thanks to the customer service frog, often call me to track the goods delivery information, the attitude is very good, a very enjoyable shopping experience." Another buyer said: "The delivery speed is still worthy of recognition. The physical store service is also quite in place, good quality and cheap! Satisfied!"

Merchants prepare for the full effect

The difference in one year is so great. What is the reason? According to industry insiders, before the double 11 this year, many brands have made a lot of efforts in logistics channel construction and personnel training.

Wu Nani, vice president of Qumei Furniture, told reporters that for online shopping, the speed of logistics can be said to be one of the most concerned issues for consumers. In order not to happen to many sellers last year because of the "can't wait, return!" situation, to ensure the timeliness of delivery, Qumei explored a way to combine the company's own logistics with third-party logistics, according to the actual product The situation determines the logistics channel. For example, Qumei chose to provide consumers with professional distribution and installation services through the company's own logistics system. For the goods that do not need to be assembled, the large parts are first distributed by the company's own logistics system to the third-party entity distribution center with which it has long-term cooperation, and then distributed by the third-party logistics company. Small items are delivered directly in the form of a courier. The diversion of goods ensures that the goods are delivered to the consumers in a timely manner.

Wu Nani also admitted that Qumei's new exploration in logistics installation has accelerated the delivery cycle and saved logistics costs. However, third-party logistics is not Qumei's own logistics team. There are more or less problems in product cognition, assembly technology, service quality, cost control, and warehouse management.

Another furniture brand also revealed to reporters that they worked hard on the delivery, mainly in the delivery time to make a distinction. The order customer's phone is reorganized, the time required by the consumer for the goods is allocated, the delivery time is divided, and the wholesale goods are distributed in December, January, and February. This is methodical, and consumers can get the goods on time according to actual needs.

Another reason that can't be ignored is that many brands have increased the inventory of certain models or hot-selling products, which is of course much faster than the re-production of the order after the double 11 day. Wu Nani said that in addition to the logistics system and inventory preparation, Qumei also trained relevant staff to speed up the review of orders, thus effectively improving the speed of delivery and delivery.

For the training of customer service, many brands also spare no effort. According to industry insiders, some brands are preparing for the Double 11 almost all year round. In the first few months of the double 11 is the beginning of full preparations, e-commerce and offline store customer service are all in battle. The maturity of consumers is also a force. “Everyone chooses furniture more rationally and looks at the delivery information in more detail.” At the same time, many product designs this year are more in line with the preferences of online shoppers. Wu Nani said that this year's Qumei Furniture brand is like this.

Some ills have not yet been eradicated

However, complaints of slow delivery, high surcharges, poor offline service, and broken goods are still common in evaluations, and the ills of online shopping furniture have not been eradicated. An anonymous buyer said that he only bought a brand of hangers, and waited until the fast double 12 arrived, but also smashed the paint. Another buyer said, "The speed of delivery can only be described as unbearable."

An anonymous buyer said that after paying 300 pieces of freight, the store will charge an additional 100 yuan. In addition, the buyer wrote in the evaluation that "the things and the shopping malls (the inside) are two-way goods, and the service enjoyed is very different." The blunt "every big brand from the delivery and after-sales is absolutely chilling." The general thing is that the logistics allows the buyer to pay 150 yuan to be sent to the home, and the buyer said that he has no car to pay. Then, the logistics told the buyer to pick up the goods on a certain highway, but the customer service said that this is their regulation.

This kind of evaluation can be seen in many Tmall brand furniture evaluations, and there are many, and even some buyers have begun to question whether the double 11 discount is really favorable. The buyer who bought a certain brand of hangers wrote in the comments: "Double 11 orders 168, double 12 before receiving, double 12 seconds to kill 99... long wait, wait for the big price." A netizen has experienced logistics After all kinds of tortures, I was sighed in the evaluation: "I don't want to buy anything on the Internet in the future. If you don't want to be lucky, you will get a stomach." At the same time, he found that after the double 11 is over, the mattresses he bought are worth a lot of money. More than 9 yuan for the double 11 yuan. "I knew that for 9 yuan, I still went to the double 11 squeeze? I also risked dissatisfaction with the deposit."

â– Reporter's notes

Passionate consumption, non-e-commerce long-term plan

Looking at the sales of the double 11 billion, more and more people think that the furniture e-commerce has to do, otherwise it will not only lose the opportunity, but also miss the future. But in the end, what kind of model is used, furniture people are still struggling to explore. At the recent China National Textile Conference, a vice president in charge of furniture at Tmall Mall said, “Every time I look at the data, I feel that I have not done a good job. In fact, there are no such categories as furniture, building materials and real estate.” “If I find a method. If you want to make up 6% of the furniture next year, how many times do I have to fold? Seven or eight times is always there. Once the method is found, it is much faster than I thought..."

But B2C, O2O, or the market to suppress online sales channels, this is a business thing. The reason why buyers are willing to click on shopping is to look at the quality of furniture and after-sales service. If the delivery is not timely, the installation is unqualified, the surcharge is high, the goods cannot be guaranteed, and there are even false discounts, the furniture e-commerce channel will be abandoned sooner or later. This year's sales of major online market giants have not grown qualitatively, indicating that consumers are rationally examining online shopping furniture.

Many people will say that they have their own characteristics, and it is not easy to be an e-commerce provider. But consumers are using the experience to vote, you can not sell the delivery difficulties, too many orders to do so why not be greedy, can not limit purchases. Only with the passionate consumption of the 11th night of the year, it is certainly not possible to support the furniture e-commerce.

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