Luxury Goods At Home And Abroad: Domestic Goods Can Only Be Returned Without Foreign Goods.

In some shopping malls in China,

Brand shopping, after going home, found that the goods are not suitable for the purpose, and can be returned with a small ticket without reason in the specified time. However, this humanized value-added service is totally missing in the first-rate luxury stores. Many famous brands are playing the brand that "once sold is not returned", so that the white collar who has impulse spending has two chances to choose.

By contrast, some third party luxury shopping platforms in China provide this brand of "7 day no reason to return" service, even increasing cleaning and maintenance services.

Why is the attitude of the international first-line brand to the mainland consumers so dissatisfied? Is the purchasing power of the high speed growth the reason why the big brands are "afraid of nothing"?

Recently, white-collar Tina bought a leather purse worth twenty-six thousand yuan at a LV flagship store in Nanjing West Road. When she arrived home, she found that the style of leather bag bought on impulse was not suitable. On the second day, Tina took a small ticket to the store to ask for a return, but was told that the goods would not be returned once they were sold.

"Buy luxury goods in the United States, there is a period of calm, which means that during this period, as long as the goods are intact, without affecting the two sale, consumers will be able to return the goods by small ticket. Why is this regulation in the country cancelled? Moreover, the domestic fast fashion brands can have no reason to return the goods for 30 days. Why can't the luxury goods be good?" there is no arguing about it. Tina has to replace the other styles of bags.

Reporters then called the LV China customer service hotline. The staff confirmed that the bags of LV were not sold back once they were sold. They could only replace the equivalent goods with small votes within 30 days, while watches, jewellery, and even replacement were not allowed. If there was any quality problem, it must be negotiated with the counter, and it would be difficult to guarantee whether the goods could be returned.

Reporter survey found that, including

Many luxury brands such as Hermes and Burberry did not push the "no reason to return" service in the country. Gucci and Hermes staff said that only 14 days after the sale of goods, they could only replace the goods with a small shopping ticket, while the Burberry staff indicated that the brand had no reason to change the goods for 30 days and could not return the goods.

Local department stores: ten years ago, there was no reason to return.

Zhao Jiaoli, an expert in Consumer Protection Committee, said that the provisions of "big brands", once sold, if they are not returned by quality problems, do not violate the law on the protection of consumers' rights and interests. Under such circumstances, consumers do not have the right to demand forcible returns.

In spite of this, many consumers doubt that the service of the big brands is not in direct proportion to the price, or even less than the price brand.

Local shopping malls, including land department stores, new world cities and so on, have promised "no reason to return goods" more than 10 years ago. Lv Ping, manager of the new world city service department, told reporters that by the end of 1996, shopping malls had jointly launched a number of shopping malls in shopping mall and launched a "seven day no reason to return goods" service. So far, the annual return rate of shopping malls can reach 1% to 1.5%, many of which are caused by changes in consumers' intentions after purchase.

Lv Ping said frankly, in recent years, the shopping mall has introduced many international brands. These brands are quite strong, but the two sides agreed that the brands must be in accordance with the rules and regulations of the shopping malls. If consumers do not like them after shopping, the mall will negotiate and resolve them.

Lv Ping told reporters that the mall has set up a about two million yuan return fund, which is paid by the mall when the brand is unwilling to return.

Compared with department stores, H&M, UNIQLO, C&A and other fast fashion brands are no longer justified by the longer time to return goods. These brands require that products can be returned within 30 days after purchase without wearing, washing, damaging and retaining tags, and even some brands encourage consumers to buy their products first and try to return them if they are inappropriate.

In addition, some third party luxury shopping websites in China have also launched the "7 days no reason to return goods". The reporter consulted a well-known luxury electric business website of M. For the return policy, merchants pointed out that "seven days after the delivery date, if you have any dissatisfaction with the products, you can contact us for refund."

Europe and the United States shopping: small ticket, goods intact can be retreated.

In fact, in some countries and regions in Europe and America, the "no reason to return" system has long been established as a commercial rule. Vicky, a white-collar worker who had studied in the United States for two years, said that no matter what luxury items such as LV or Chanel, or fast consumables, can be returned unconditionally under the premise of keeping the small ticket and goods intact, the whole process is very convenient.

In many shopping forums, the white-collar workers who go to the United States are drying out various shopping experiences. Among them, netizens "Ren eleven" shared with their netizens the experience that they had no reason to return at LV flagship store in New York. "The manager just opened the dust-proof bag and saw that three scarves were rolled up as they were, so they took me to the cashier's desk for no reason to refund."

A senior purchasing seller pointed out to reporters that there are some differences in the refund treatment of some brands at home and abroad. For example, Coach in the US, there is no reason to return goods within 30 days, but there is no such requirement in China.

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Don't worry about the market: the rapid growth of China's Luxury Retailing

In fact, the imperfect after-sale of luxury goods is not a new topic. Reports like "long time maintenance of domestic luxury goods" and "no place free cleaning and maintenance" are frequently seen in newspapers. Why are the big names so strong? Wang Liuhe, Secretary General of the Shanghai general merchandise industry association, believes that the "bottom up" of big brands is mainly from the purchasing power of the Chinese market. "Luxury brands are not worried about sales in China at all, and some brands even require each person to purchase them every day. There is no need for them to provide value-added services like other shopping malls to attract customers."

Data show that even in the global recession in 2009, China's luxury retail sales are still up 16% against the trend. Some experts predict that in 2015, China's luxury goods consumption will reach 170 billion yuan, accounting for 20% of the global luxury goods market, and become the world's largest luxury consumer.

A department store industry insider revealed that not only consumers are scramble for luxury goods, but high-end department stores and shopping centers also introduce big names at any cost, and even pay for their own luxury products, which is also one of the reasons why some brands are "relying on nothing".

Different systems: the "cooling off period" of other countries is a rigid rule.

There are quite different views on the policies of different areas after sale.

LV people explain that luxury brands do not deliberately discriminate against consumers. They only formulate relevant sales and service policies in accordance with relevant local laws and regulations before entering different markets.

In most western countries and some Asian countries, which are developed by commerce and services, fierce competition environment forces businesses to turn unwarranted returns into a business habit. In some countries, shopping "cooling off period" has even become a rigid rule.

A luxury watch dealer market revealed that in the United States, except for food and some perishable commodities, the vast majority of goods can be returned unconditionally, whether they are small supermarkets or large shopping malls, are relatively relaxed return system.

The person further pointed out that compared with the fast fashion brands and some local department stores, the luxury brands do have a direct proportion to after-sales service and prices.

"It is not only the return of goods, including cleaning, maintenance, and maintenance, which has a certain gap from abroad."

Industry: consumer quality can not be a second-class service excuse.

Why did the big players not release the "gate" in China? There are different explanations in the industry.

Mr. Zhu, a luxury brand marketing department, told reporters that when a brand of health care products first entered the Chinese market at the beginning of last century, it used the United States to provide "no reason for a full refund", stipulates that if customers feel dissatisfied after using, as long as the bottle is still there, the whole amount can be refunded.

This policy has been implemented in the United States for many years, and the rate of return is negligible. However, after implementation in China, there are long queues in front of the shop every day, and many people will return the empty empty bottles, resulting in the brand eventually having to change its policy.

"Luxury goods in China do not have no reason to return goods and Chinese consumers' consumption psychology and habits are also related. If there is no reason to return the service, some people may use it once in important occasions to shop in a malicious return."

Mr. Zhu stressed that consumers who buy luxury goods are seldom motivated by impulse spending. Because of this, big players will not follow other shopping malls to provide value-added services.

However, people in the local department store have heard the saying that the return of goods must not affect the two sale. Luxury goods can be regarded as the threshold to stop the so-called "malicious return" citizens, and the quality of consumers can not be an excuse for second rate services.

Reporter's notes

Do luxury goods only sell extra value?

High price means high quality service, which is already an unwritten rule in commercial competition. The free swimming pool, gym and Butler style service of five star hotels are not the same as that of Econo Hotel. High-end restaurants have a few times more quiet eating environment than street snacks. Even Starbucks has repeatedly stressed that selling is an experience, not just coffee.

The core of the retail industry has changed from the product economy to service and experience more than ten years ago. But why do the big brands run counter to it, not only eliminating the free cleaning and maintenance services, but also avoiding the "no reason to return" implemented in the United States?

Aside from the so-called "fear of malicious returns", it may not be related to the "indifference" of local consumers.

A friend who made a luxury watch told reporters that the cost of tens of thousands of watches, once through the diamond processing, the world's limited edition of the banner, even if the price of 23 million yuan can still be sold out in a short time.

"Many people in China buy luxury goods and stay at the stage of showing off their wealth, or buy more brand value. Just listen to the three words of the limited edition and rush to it."

In the final analysis, the so-called "flaunting the rich" is not an emotional recognition. The middle class hopes to get the identity of the group through this obvious material symbol, and even to hide their inferiority complex. Therefore, even if the big players are absent from the after-sale service, they will not affect the consumer's purchase decision at all. For them, at least they have to buy a lot of money and feel satisfied.