Brand Owners' Exposure To Data Counterattack Refund Rate Questioned

One stone stirred up thousands of waves, and some media attacked Tmall's double 11 promotions this year. Many brands in recent years have made good sales volume, and the rate of refund has increased sharply, which is 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 those 30 days from November 21st to December 20th.

That is the amount of refund during this period divided by the number of sales.

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.

In order to understand the refund of brand 11 double order, the reporter summarized women's clothing.

In the category of bags, shoes, outdoor, 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 is generally between 12% and 15%, and the refund rate 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 refund rate can not be considered as a core indicator to judge the operation capacity of a business. To some extent, the dynamic rating of the shop is more important, reflecting the operation capability of the supplier's back end supply chain and team.