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According to the "Labor" report, a series of data recently reported on the Internet that during the "Double Eleven" period, Tmall's household goods sales performance was good, hitting a total transaction volume of 300 million yuan, but then broke the news that the home business is in the sky. The refund rate of cats has soared. The refund rate of Gujia Home has reached 124.95% after experiencing “Double Twelveâ€, and this number is still being refreshed.
During the "Double Eleven" period, Tmall's household goods category achieved a good record. The official flagship store of All-Friends Home Furnishing Co., Ltd. won the sales champion of Tmall Home Furnishings, and the sales volume of single store was 100 million yuan. Today, the home market is gradually cold, this figure is likely to be equivalent to a large-scale store in the peak season for a few days of promotion. However, since last week, the Tmall flagship store of several home brands has experienced a large-scale refund, and some refund rates have exceeded 100%.
The reporter opened the official flagship store page of Quanyou Home and found that the “Services within 30 days of the store†showed that the refund rate reached 36.26%. Among them, there were 11,674 refunds due to “not received the goodsâ€, accounting for the total number of refunds. 83.5% of 13976 times. Secondly, Gujia Home, Qumei Furniture and other brands with more mature e-commerce channels and online shopping "fans", the refund rate has also soared after the "double twelve". The high refund rate of online shopping home products is not highlighted now. The particularity of furniture products, logistics lag and regionality are all shortcomings facing home e-commerce.
Some insiders believe that furniture is a relatively intensive product. Basically, there are very few stocks in stock. The customers are generally allowed to pay for two months. Near the end of the year, the factory will not produce it, resulting in a large refund.
Wu Xingbing, director of Qijiawang brand public relations, told reporters that under the pressure of falling decline in traditional home sales and performance losses, home electric shock is an inevitable choice. However, it must be acknowledged that with the traditional stores such as Jisheng Weibang, Hongxing Meikailong and Jinhaima successively launched, and the home brands such as Shangpin Home Furnishing, Suibao Mattress, Gujia Craft, Qumei Furniture, etc. The problems in front of the business are also becoming more and more difficult. There are problems such as single goods, high logistics costs, high refund rate, etc. The road to home e-commerce is still very long.