One month after the crazy sales of “Double 11†for furniture e-commerce , the secret behind the bright sales data has gradually surfaced, and the All-Friendly Home that won the Tmall “Double 11†home sales champion with an order record of more than 100 million yuan The official flagship store exploded a refund rate of up to 36%, causing an uproar in the industry. Quanyou Home ’s statement that “the delivery system is not perfect leads to refunds†is hardly convincing. On the contrary, the question of falsely raising sales data by means of billing and so on makes the “Sales Champion†of Quanyou Home bear the “counterfeit actor†Suspicion.
Furniture e-commerce refund rate is alarming
In the "Double 11" big promotion launched by the furniture industry in Tmall Mall, Quanyou Home's official flagship store became the sales champion of Tmall home brand with a turnover of over 100 million yuan, and jumped to the top of the total category sales list of Tmall Mall. Three, became the biggest winner of the "Double 11" home furnishing industry.
After 30 days of crazy sales on the "Double 11" furniture furniture e-commerce , when logging into the official flagship store of Quanyou Home, it can be found that in the "service status of the store within 30 days", the refund rate reached 36.26%, of which, because the goods were not received There were 11,674 refunds, accounting for 83.5% of the total 13,976 refunds.
However, the sales data of the furniture e-commerce Guangxian became unsuccessful after a month because of a somewhat high refund rate, triggering an uproar in the furniture industry . "The refund rate is controllable within 10%, and the refund rate of Quanyou Home as high as 36% is obviously abnormal." Pan Shouzheng, co-founder of Shouzheng Partners Investment Management Co., Ltd. said .
Problems with furniture distribution cause high refund rates?
For the problem of high refund rates furniture, electricity supplier, head of Friends of the entire household surnamed Xu explained: "Our distribution system relying more stores, specialty stores and some areas are not covered, but the 'double 11' people The purchase is crazy. The customer service staff has no time to communicate with customers in detail. Basically, they directly take orders. Some blank market orders are also coming. The goods in these areas cannot be delivered, resulting in a refund. "Quanyou The customer service of the official flagship store of the home, Yuanyuan, also claimed that the refund was because the customer could not wait for the time. She insisted that "our quality is guaranteed."
Furniture sales surprisingly high refund rate issues, all Friends of the caliber of home areas remained the same, the answer given is "distribution problems."
However, the explanation of Quanyou Household is difficult to justify. You can find it in the official flagship store of Quanyou Home Furnishing . On the "Logistics Description" page, you can find such a slogan: "1800 cities in the country, 3800 specialty stores are delivered to home, free installation! The fight is strength!" In the Chinese home furnishing industry, Quanyou's marketing channels have been established at the level of many counties and townships, and the distribution capacity is quite strong. Even if there is a blank furniture market, it is impossible to have a refund rate of up to 36%.
Insiders of the furniture and electrical business expressed doubts about the sales of Quanyou's "Double 11" exceeding 100 million yuan, saying that "it is impossible". He believes that "the sales link may be greasy, the data is not true, and a large refund It ’s just showing its real sales. â€
Furniture "sales champion" does not rule out data fraud
Billing refers to the fact that some companies hire a group of "water soldiers" in order to obtain good reputation and evaluation, and obtain growth in performance by placing false orders. Since these orders are not real at all, a refund becomes inevitable.
Insiders of the furniture and electricity business put forward two reasons to address the allusion that Quanyou Home is using the way of swiping bills: First, Quanyou's customer price is too high, nearly 3,000 yuan, which is not in line with people's buying habits. Generally speaking, people buy furniture piece by piece, not a complete set, and many of Quanyou's furniture are sold as a whole set, which is convenient for the readers to operate. Comparing it with the customer unit price of Qumei, which has also achieved good results on Tmall, it will be found that Qumei's furniture is much more expensive than Quanyou, but the customer unit price is less than 2,000 yuan. The second is the temptation of "sales champions", which makes Quanyou Furnishings risky. Even if it was later revealed that the data was falsified, the previous "first" propaganda has been deeply rooted in people's hearts and will not pay too much.
People in the furniture industry are embarrassed by the sales of Quanyou's "Double 11 " and the large-scale refunds behind it. Most of them said that no matter what, Quanyou's home was a mess this time. They believed not rule out the Friends of the entire home in order to obtain "Sales Champion" to take scalping, etc. on the sales data fraud.
The fraudulent behavior of Quanyou's home sales in furniture e-commerce "Double 11" can also be confirmed from Tmall's official announcement. Quanyou's official flagship store's "Services within 30 days of the store" shows, "I was fined 1 time for false transactions." It is unclear exactly what "false trading" is, but it has pushed All-Friendly Home from the throne of "sales champion" to the embarrassing position of "counterfeit actor".
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