"Double 11" Home Network Sales, Bad Reviews, And Many Enterprises Are Facing Sequelae.

In 2013, the "double 11" huge signing ceremony did not bring much joy to the home brands that won the top ten titles of the net sales. In the next production and delivery process, a series of unavoidable problems followed, and the delivery was not in time. Return goods It is not easy and the quality is not reliable. The three major reviews are just like the tide coming. How to make consumers trust in online shopping has become a major issue for all friends and other net sales champions.

　　 Net pin First ten consecutive exposure assessments

During the "double 11" period in 2013, Tmall shocked the industry again with its good performance of 35 billion yuan, and the household enterprises also followed the lead. But after the "double 11" Carnival, some brands suffered a series of bad reviews, which led consumers to have a crisis of confidence in home online shopping.

According to relevant statistics, in 2013, the top ten sales of Tmall's "double 11" furniture category were Linshi wood, all friends, Gu Jia, CHEERS, Alan, Ou Rui, Ho he, Sui Bao, Huang Chao and Disney, and each transaction volume exceeded 20 million yuan. The top ten sales of building materials were Jomoo, OPPLE, TATA, Wrigley, Oddo, Baer, JOYOU, Rex, Anxin and euro. The turnover volume of each business exceeded 21 million yuan. Bright sales results make these brands a bit of a sight, but after the "double 11" period, these home brands almost suffer from the sequelae of net sales. Negative comment 。

In the past 1 months' cumulative evaluation of these flagship stores, the reporters saw that the bad assessment records were gradually increasing. For example, a product belonging to the furniture network runner up, all friends and private furniture accounted for 26% of the nearly 635 evaluations in 1 months, and the proportion of "rough quality" or "general" was accounted for 26%; while OPPLE sales of building materials ranked second, although it achieved a good turnover of 67 million 850 thousand yuan, the evaluation of one product in the 1 months was "16%". It's quite surprising that these big family sales word-of-mouth is so bad.

　　 Delivery, return and quality were criticized.

Reporter survey found that Tmall "double 11" home network sales before the ten difference is mainly reflected in the delivery, return and quality of three aspects.

Delivery is not timely. For example, in the product evaluation of the furniture network runner up and all friends, a netizen is right. Delivery Very angry. In his comments, he said bluntly, "Taobao spent nearly four years, and the first time it encountered such a shop." It is alleged that he only bought products in the "double 11" product in November 30, 2013, but he was not able to deliver the goods in December 21st. It was hard to get a notice of the local product from him in December 21st, but he couldn't find the specific address. He contacted more than 10 customer service of all the friends, but they all used "not to find" as a reply. In the evaluation of all friends' private customers, there are other netizens claiming that their package logistics is also flickering, sending goods to the suburbs far away from his home, so that he has to dig for $400 from his car and pull home.

In addition to the problem of delivery, the difference is also reflected in the return is not easy. Such as "double 11" building materials sales ranked second in the OPPLE lighting shop, some netizens reflect that returns are too difficult. A netizen wants to return goods, the answer is "double 11" purchase products can not return, let him feel very disappointed, "why can't it be returned?"

If delivery and return can be solved through communication, then the quality of the product is not reliable, it makes people more sad. For example, "double 11" has achieved good results in CHEERS sofa Tmall store products, which has been repeatedly complained by netizens about the poor quality of products. A netizen claims that the sofa leather bought on the Internet is very rough. After lying down, the body feels like falling down. It is fundamentally different from the first class sofa he bought before.

　　 Many enterprises are facing sequelae

Over the past two years, Tmall's "double 11" home network sales have been booming, but after-sales service is very bad. Insiders call this phenomenon "double 11" sequelae. Because of the large number of centralized signing, many enterprises can not cope adequately, resulting in endless troubles.

First is the problem of centralized production. Due to the large number of orders that can be generated on the "double 11" day, there is a contradiction between the order quantity of the household enterprises and the subsequent production. For many enterprises, the production of so many products at once can not be completed at all, and manpower and material resources can not keep up. Secondly, in order to cater for the development of special products, Internet sales have been criticized. Some home enterprises develop products for net sales, use poor quality materials to manufacture low cost, inexpensive products to cater to the needs of consumers, and logistics is too concentrated, resulting in poor quality of products. Netizens reflect the quality of products on line and offline. Third, some enterprises blindly touch the net, unable to adapt to the network marketing environment. In order to seize the "double 11" business opportunities, some enterprises have opened shop in Tmall and other network platforms without preparing for the network sales system, though they contended for a moment. The right to speak on the Internet But after taking many orders, they began to be in a hurry, causing the after-sale problem to get together.

Industry experts say that Internet marketing is a good thing, but home enterprises must make enough preparations to touch the net. Do not blindly invest in the promotional opportunities such as "double 11". Although you may win good sales results, you lose the reputation of the brand because of product delivery, return, quality and so on.