Daniel Chan: E-Commerce Fraud Can Learn From The Real Experience

Looking back at the history of the development of China's department stores, Daniel Chan admitted that before the rise of modern department stores in China in the middle of 90s, the whole industry experienced a labor pains.

At that time, fake and shoddy commodities flooded into department stores, causing confusion in the market order, while the traditional department store practice, which only praised the slogan "small profits but quick turnover" and "customer first", also made the whole industry more discredited.

In 1995, the Ministry of Commerce issued a series of guiding opinions. The state began to attach great importance to and actively promote the pformation of the whole industry to the modern department store industry represented by genuine, quality and brand. At the same time, with the continuous development of the national economy, people's demand for branded consumption is also rising.

In addition,

SOGO, Yansha, Chait, Hualian and so on different capital background players also entered, they compete with each other, tenacious growth, from the positioning thinking and consumer demand, pursue brand management mode of joint operation, adhere to provide quality products, services and provide additional value to customers, jointly created a modern Chinese department store industry has been 20 years of prosperity.

Under the new consumption era, the offline retail enterprises are investing in the wave of online and offline integration. In the face of more market choices and channel challenges, brand reputation and commodity quality can not be ignored.

"Customer first" is the four word Daniel Chan mentioned most in public, and this interview is no exception.

In his view, this is the foundation of Yintai business, Yintai business can achieve today's results, and the most fundamental is the consumer's trust in Yintai's quality and taste.

Daniel Chan said that Yintai business always cherishes the trust of customers for Yintai quality, and is also diligent and conscientious in fulfilling the promise of "customer first".

In order to protect the rights and interests of consumers to the greatest extent, Yintai business strictly controls commodity quality from goods shelves to terminal sales, and comprehensively practices high level customer service, enhances customer's whole shopping experience and ensures customer satisfaction.

As for the large number of stores in Yintai business and how to ensure the quality of products in such a large retail system? Daniel Chan introduced that the Yintai business has set up its own commodity quality management and supervision system in the form of "double insurance".

Take the Hangzhou Wulin general store of Yintai department as an example, it stipulates that all goods must be checked and managed by the salesperson from the beginning of purchase.

The four level acceptance system of the salesman's review and the QC sampling inspection, and the strict acceptance of the inspection method of "one check, two cores, three registration", and resolutely put an end to counterfeit and inferior commodities and substandard goods.

Daniel Chan mentioned that the quality of service is equally important to the quality of goods.

The so-called "customer first" is largely reflected in the service. For this reason, Yintai commercial has issued the guidelines including the service first asking system, the customer complaint quick response procedure (CCQR procedure), and the off-site return system.

Service first asking system requires guests to ask for help in Yintai. The first employee asked is required to provide satisfactory services to their guests as far as possible, to answer or help solve the guest's enquiries, and to follow up the progress and quality of the work until the problem is solved or a definite answer is given.

Yintai business has set up a special complaint fund, "CCQR guarantee fund", from the protection of consumers' rights and interests, handling complaints that are not part of the quality of service and providing advance compensation.

For shopping malls, the most sensitive replacement problem, Daniel Chan said, after receiving complaints from consumers, some electricity providers usually say that they should first help consumers find brand names and see the attitude of branding merchants. If brands do not give them back, they can not be replaced.

The attitude of the entity retailer represented by Yintai business is usually that it can be refunded or refunded, but it can be changed or replaced.

Yintai business also provides customers with different stores' replacement service, that is, customers need to purchase goods at any Yintai store. If they meet the requirements of refund, they can choose to return goods near their stores. Especially for platinum card guests, Yintai will implement unreasonable refund service within the prescribed time limit.

In Daniel Chan's view, customers online and offline consume products and services provided by channel providers (electronic commerce or entity retailers) and upstream brand manufacturers; therefore, if we truly adhere to "customer first", we should start from the interests of consumers, and when faced with responsibilities and obligations, we should not be clear about each other.

For the channel business, both the electricity supplier and the physical store are all

The terminal link of the entire consumption process is the "person" directly facing the consumer, so it is more incumbent on the practice of "customer first". As for how to deal with the responsibilities and responsibilities between the upstream brand manufacturers, it is a problem that should be handled well by itself. It should not bring trouble to consumers at all.

Daniel Chan gave a vivid example: "if consumers go to a restaurant for a bowl of noodles, if they feel dissatisfied, do they have to find their own rice farmers?" this is obviously unreasonable.

Daniel Chan said that, whether it is the retail entity stores under Yintai, Yintai city or Yintai City, or Yintai network, we have always put "guest first" as the standard of serving customers. We also hope that more and more brothers and sisters will also carry out the guidance of the service first question system, the CCQR procedure of customer complaints (procedure) and the foreign exchange of goods, so as to promote the improvement of the customer service level of the online and offline system.

Commentator commentator laughs: "the demand for business quality of consumers will be higher and higher. This trend is irreversible.

Just like today, people still have some immunity to the electricity supplier's selling off, and the tolerance in the future will continue to decrease.

The modern department store industry has gone through the development stage of relying on counterfeit goods and entered the new era of winning the quality and winning the experience. In recent years, there are few complaints about fake goods in physical stores.

Any way to reduce costs by sacrificing the quality of operations is not only a great setback, but also a departure from the nature of retail and business ethics. Any relaxation and negligence in this respect may lead to a crisis or even a sudden death.

"Wei"

Indeed, as Daniel Chan said, "the modern department store industry and the whole offline retail system under the Internet age need to establish the image of" reliability "," quality "and" trust ".

This was once regarded as "commonplace", but now it is particularly valuable.

The modern department store industry is also working hard to carry out such a mission, so that the industry will continue to prosper in a healthy direction.