This year's double 11, Tmall full-day turnover reached 120.7 billion yuan, officially entered the 100 billion market; Jingdong has started the big promotion activities on November 1 this year, on the 11th, the transaction volume increased by 60%. Proud to close to crazy numbers, is the result of the carnival of e-commerce and consumers. However, within a week to a month after the carnival, the peak of return complaints will usually be ushered in. Whether the home and home improvement industry can withstand the subsequent tests is the key.
Sales volume climbs, return rate and complaint rate are also high
Responding to the increasing sales volume of home improvement building materials every year, it is the same high return rate and complaint rate, which is not unrelated to the nature of the home improvement service itself. According to statistics, the satisfaction rate of consumers purchasing home building materials online is only 8%. After double 11 each year, the complaint rate of home building materials will skyrocket. The proportion of complaints is mainly distributed in distribution service, product quality and after-sales. Three aspects of service.
However, based on the fact that the e-commerce platform does not have the intuitive purchase conditions, the user has no real grasp of the quality of the building materials. In the logistics link, the express burst of the double 11 shopping peak will not only damage the building materials during the delivery process. The risk will be delayed due to the delay of the logistics. If the after-sales system is not perfect at this time, then the online shopping will not bring convenience to the user but the experience is absolutely terrible. Under the crazy price war, home improvement enterprises need to continuously provide quality products, and need to establish a sound and efficient service system. It is also necessary for the entire home improvement industry to continuously improve and change itself while maintaining healthy competition. Of course, this is not a one-off event.
Fruitful and fruitful, logistics delivery and installation and after-sales are also facing severe challenges
This year's double 11, the home improvement industry is fruitful, but it is the key to forbid the subsequent test: the double 11 end of the week to a month, will usher in the peak of return complaints. This year, logistics distribution and installation and after-sales may still be the complaints of home improvement products, but from the trend of more and more home improvement companies to strengthen the after-sales team and service experience, we may look forward to the future transformation of online home improvement, I don't know if the beginning of this transformation will show up after this year's "carnival."
After all, shopping spree is a powerful means for e-commerce platforms to attract users, and where do users come from? Traditional stores may be one of the sources. Whether to follow the steps of e-commerce to open an offline shopping spree, for the traditional home store, this thing seems more worth considering.
Between the cost and the profit, the physical store faces a difficult choice
The traditional home improvement store mode is mostly agency dealers. They have the advantage that the e-commerce platform does not have the advantage that they can face the consumers, and they can directly understand the user's decoration needs directly than the e-commerce. Sitting on this huge advantage, many home improvement stores and dealers began to lay out the combination of online and offline, but can not escape the shortcomings of traditional stores: the first is the price gap, the traditional store can come up with enough cost support Great incentives are available to welcome e-commerce promotions. Secondly, the e-commerce carnival is based on the powerful user traffic and dissemination of the platform. Whether the discounts of traditional stores can attract large traffic groups is the key to whether the store “follows the wind†or not. .
However, in this year's home improvement stores, many traditional home improvement stores still choose to join this promotion carnival, playing different strengths, but for them, the meaning of joining the carnival drunk may not be only in the price However, it is intended to bring back the lost users and popularity by the double 11 trend. There are many traditional home improvement stores to choose to be a bystander in this year's double 11, the balance between cost and profit makes many dealers retreat to join the enthusiasm.
The end of the Double 11 made the traditional home improvement store on the edge of the two poles a sigh of relief, and the home improvement brands who fought on the e-commerce platform also won the data carnival. After the carnival, whether the profit and word of mouth can be harvested together, whether it can successfully achieve the ideal layout, the answer may need to wait.
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