Ten Big Brands Questioned The High Rate Of Refund.

A few days ago, one stone stirred up waves, and some media attacked Tmall's double 11 promotions this year.

The recent rate of refund has soared, higher than the industry average.

But some brands responded: "Xiaobian should go home to study the refund rate algorithm in Tmall shop rating, and the current data do not reflect the 11 real refund rates."

So what is the truth of the double 11 refund rate? The reporter asked the brand traders who had obtained good sales results in several 11 promotions.

The branding point first pointed out that there are some problems in the calculation logic of the refund rate of Tmall shop rating: the refund rate of the shop in the past month is the data generated by the total amount of refund generated in the first 30 days as the total sales divided by the period.

"This logic algorithm does not have much problem in daily operation, but once there is a loophole in the calculation logic, it appears."

Branding explains that the December 21st refund rate referred to in the previous article refers to the refund rate in the 30 days from November 21st to December 20th, that is, the amount of refund during this period divided by the sales volume.

During this period, the refunds generated by shops were mainly based on double eleven rebates, while the sales volume did not have double sales of eleven.

To understand the refund of brand 11 double order, the reporter summed up.

Bags,

In the category of food, daily necessities, home textiles, cosmetics, etc., during the double 11 period, ten brand statistics double 11 refund rates were achieved.

That is to say, the amount of refunds generated in the double 11 order is divided by the brand data generated by the sales volume generated on the day of double 11.

According to the data, the refund rate of clothing brands is generally between 12% and 15%, and the refund rate of shoes and bags is about 10%.

And snacks, daily necessities, home textiles, cosmetics and other categories because there is no size, try and other issues, so the return rate is relatively low.

Among them, the statistics of rebate rate and the refund rate of Tmall nearly 30 days are very different.

In addition, brand names point out that data can only be used for reference, and dedicated data is not as good as data.

The rate of refund can not be considered as the core index to judge the business operation ability of a business. It is more important to see the store dynamic score to some extent, reflecting the business capacity of the back end supply chain and the team.