Since 2014, Tmall’s “Double Eleven†promotion has been over for more than half a month. After the sales of 57.1 billion yuan, hundreds of millions of products have been traveled long distances and are gradually being sent to consumers. However, when the parcel is opened, it is a surprise or a fright, which is hard to say! Recently, Xiaobian found in the comment boards of major home brands that the online merchandise and other household goods can only give consumers an impression. It is not satisfactory. It is reported that when this glitz is over, not only does the complaint rate rise linearly, but the return tide is also on the way. It seems that the entire home furnishing industry, including the wardrobe industry, is in an "angry"...
The complaint rate and the return rate are flying together, and the wardrobe company needs to pick up the glass heart.
Although a large number of brands can be boiled during the “Double Eleven†period each year, after a series of boiling, a series of follow-up problems need to be solved urgently. This is called “the post-double eleven era†by the author. Judging from the experience of previous years, after the “Double Eleven†each year, the consumer complaint rate of furniture products such as wardrobes and sofas began to soar. According to statistics, in 2012, the official flagship store of All-Friends Home, “Services within 30 days of the store†showed a refund rate of 36.26%. Among them, there were 11,674 refunds due to the failure to receive the goods, accounting for 83.5% of the total number of refunds of 13,976. In addition, after the Tmall "Double Eleven" in 2013, many home brands also suffered a similar "doom". Many wardrobes and other furniture products were rated as "rough quality", and only "bad rate" accounted for 26% of the overall comments. Although the large-scale complaints of the "Double Eleven" this year have not yet arrived, the rate of bad reviews on delivery time lag, returns and product quality has begun to show signs. Recently, the author has seen "smell" in the official flagship stores of various home brands such as "smell too much", "free delivery to the door", "products exist" and so on. According to this trend, there will be a large wave of complaints and returns in the future.
Of course, in the face of Tucao, the wardrobe enterprises also need to pick up their own "glass heart." On the one hand, we constantly improve our after-sales service system, and we can establish an after-sales complaint site at the dealers' sites around the world to solve the after-sales demand of consumers most quickly. On the other hand, launch a more humane sales service. For example, when online shopping products appear, they can exchange goods offline, follow up the consumer's after-sales treatment in a timely manner, and most likely leave their "good image" in the hearts of consumers.
Sales are in a weak period, and the wardrobe companies are regaining their energy and starting again.
If there is a climax, it will inevitably lead to a low tide. According to statistics, up to 79.7% of the brands will have a certain degree of decline in sales performance after the “Double Elevenâ€. Moreover, this trend is particularly evident in the home industry such as wardrobes. On the one hand, furniture products such as wardrobes are inherently durable goods, and consumers need to replace products for a long period of time. On the other hand, the e-commerce platform started late in the home industry, and the development is still not very mature. Many home brands are doing e-commerce, and they are rushing forward. In the "Double Eleven", too much manpower and material resources have been invested. After the "Hailao", many brands are unwilling to fight, or they are powerless!
In fact, looking at the entire industry market this year is not difficult to find, "selling sales" has become the norm in this year's home market. Not only are wardrobe companies having such problems, but other household items have similar problems. This is not only because the property market has been sluggish since the beginning of the year, and the home furnishing industry such as wardrobes have also fallen into a “homogeneous competitionâ€. The internal and external causes have caused the overall market to be “slightly sadâ€. Therefore, in the face of the low tide after the double eleven climax, the wardrobe enterprises do not have to be self-defeating. In this "idle" period, enterprises should do a good job in product after-sales service on the one hand. On the other hand, it is also a key period for companies to summarize their current development experience, recharge their batteries, and deploy strategies for the coming year!
Seeing that 2014 is close to the year, it seems that the wardrobe industry will be a final for the development of this year. However, the future is infinite. After the glitz has been exhausted, the wardrobe enterprises also need to return to the essence of the development of the industry. At the same time as they clean up the mess after the glitz, they will actively prepare for the next year!
Suzhou home network editor, the article comes from the network.
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