Shop Is Becoming "Fitting Room" Worthy Of Vigilance

In order to promote pactions, online shops always display products in all directions as far as possible, but they still can not resist the increase in returns.

The picture shows a photographer helping a model to dress up when shooting a clothing advertisement for a shop.

Under the impact of online shopping, some of the entities have been reduced to the "fitting rooms" of online stores. Now, the same fate has also come to online stores.

With the popularity of return freight insurance and the implementation of seven days of no reason to return goods, the return rate of online shops has climbed steadily, which has increased 3 times in two or three years.

"A customer bought 10 clothes at a store. It was a great pleasure. Who knows 5 days later, he received 8 refund applications and clothes returned 8 pieces."

In Taobao, Chen Feng has been a little depressed recently. He told reporters that he had set up a "299 yuan reduction 30 yuan packet mail, 499 minus 50 yuan mail, 699 minus 100 yuan package" activities. "It was intended to promote consumers to buy more pieces by this kind of promotion and increase the sales of stores."

Chen Feng told reporters that after the customer bought 10 clothes to enjoy a full discount, the total profit was only 80 yuan. As a result of overweight, the postage of the postage was removed by 25 yuan. Now the customer has returned 8 pieces. Although the freight sent back is borne by the customer, it has lost nearly 10 yuan.

In fact, Chen Feng's experience is not unique.

The return rate of online shops is higher and higher after the full implementation of the return freight insurance and the seven day unwarranted return online.

One person

Ms. Zhao, who even bought toothpaste on the Internet, said she had started online shopping since 2006. When she first started online shopping, she almost never returned. On the one hand, the freight cost of the replacement was quite a lot, and she needed to repeatedly communicate with the seller, which was very troublesome.

But in the past two years, it is easier to return goods. "In Tmall shopping, most businesses have to help buyers buy back freight insurance, so returns almost cost nothing, and within 7 days, almost no reason is needed, so long as a simple" don't like it, bad result "can be applied for return.

Ms. Zhao told reporters that since the return is simple and there is no need for cost, even the returned parcel is coming to collect, and the number of returns this year has increased significantly.

"Most stores buy multiple promotions, so they will buy more than one item to try on when they encounter something that they like but worry about whether the effect is suitable for their own clothes.

For example, a garment has two colors, but it doesn't know which color is good. It will buy two pieces together and try to return one piece after the test. The shoes of the same style are afraid that the size is not appropriate to replace the goods, then buy two pairs of adjacent sizes at a time, try a pair of them, and then return a pair.

Consumers regard online stores as "fitting rooms". While enjoying the convenience of home fitting service, the operators of online stores are faced with an increase in operating costs.

The person in charge of Qing Tian Tian women's shoes told reporters that when he opened shop in Tmall in 2012, the return rate was less than 3%, and now it has reached 8.79%, almost 3 times.

Reporters on Tmall query found that BELLE shoes flagship store nearly 30 days return rate reached 15.69%; seven wolves (002029, stock bar) nearly 30 days return rate reached 10.73%, nine Mu Wang (601566, stock bar) nearly 30 days return rate 11.44%, while women's clothing sales ranking South Korean clothing shed nearly 30 days return rate reached 14.42%, Yin vine reached 17.03%, cracked silk reached 17.03%.

"Most of the

It's not because of the quality of the product itself, but because the buyer doesn't like it or the size is unsuitable.

Zhang Qiang, director of green Wan Tian said.

It is understood that in the 1173 refund applications in Qingtian Tmall flagship store in the past 30 days, only 4 of them were caused by quality problems. Similarly, in the 2485 refund applications for 30 days in the seven wolves Tmall flagship store, only 27 were due to quality problems.

At the same time when customers return, the cost of operation of e-commerce enterprises also rises.

"If the goods are packed, customers will have to pay 8 to 10 yuan for each refund. In order to deal with the order for goods returned, we need to increase the manpower of the warehouse.

In addition, some commodities will cause losses in the process of sending them back, such as breakage of tea ware and ceramic products, which can only be borne by the seller.

A ceramic electric business enterprise official told reporters.

It is understood that since the insurance companies launched cooperation in the return of freight insurance on the electronic business platform, the direct compensation rate for reinsurance has been around 93%, so the insurance has been in a state of loss.

In order to reduce losses, insurance companies on the one hand restrict some buyers with relatively high return rates.

On the other hand, the premium is increased according to the change of return rate.

And some business enterprises no longer help customers buy back freight insurance, instead of buying by themselves, and try to change the way of mail, collecting a small amount of postage, such as a single 5 yuan, to make up for the loss of return.