"Double 11" every year
"Make orders" and "full discounts" have become routine operations
On November 10th
Luxury clothing brand Ralph Lauren
The return rate reached 95%
It became the first hot search
Recently, luxury goods from the United States Clothing brand Ralph Lauren has rushed to the hot search list on social platforms in a special way. The reporter noticed that there was news that during the "Double Eleven" period on a certain platform, Ralph Lauren's GMV (gross merchandise volume) exceeded 1.6 billion yuan, but the return rate reached an astonishing 95%.
It turns out that many consumers specially purchase Ralph Lauren products in order to take advantage of the full discounts. After the payment is successful, they choose to return it instantly or return it to the merchant with a "seven-day no-reason refund" method.
“The thing I wanted to buy was only worth more than a thousand yuan, but the consumption coupon on the platform required an actual payment of 5,000 yuan to get a discount of 400 yuan, so I added a women’s clothing from Ralph Lauren worth more than 4,000 yuan to the car purchase and paid for it together. The order was successfully put together. Just choose to refund immediately after the transaction is over, so what I want is hundreds of yuan cheaper," consumer Ms. Jia told reporters. The
reporter called Ralph Lauren and the customer service staff of the platform respectively about this matter. The platform customer service admitted that they had noticed the order return situation. Regarding the losses caused by the store during the return process, Ralph Lauren customer service said that it will seek solutions with the logistics company or platform. The high return rate problem behind
gmv has also begun to attract attention. It is reported that during the "Double Eleven" period, an e-commerce platform used cross-store full discounts and large full discounts to drive user consumption growth. It also led to a large number of returns of single-order products. The high return rate has even begun to "backstab" "For some merchants, their "Double Eleven" high growth data has also raised questions.
The e-commerce platform has launched the "Double Eleven" full discount mechanism as always, including "50 off cross-store purchases over 300", "560 off over 7,000", "240 off over 3,000" and other large discount coupons.
However, this full discount mechanism has been accurately utilized by some consumers, and many social platforms even have "cheats for full discounts". Among them, products such as Ralph Lauren that cost more than a thousand yuan and can be returned and refunded quickly are regarded by many netizens as "magic tools" to get large discounts.
According to previous media reports, on the first final payment day of the e-commerce platform's "Double Eleven", products in Ralph Lauren's official flagship store were suddenly snapped up in large quantities. Thousands of people buy knitted sweaters that cost 1,980 yuan each. At the last hour, even a pair of socks priced at 270 yuan showed "sold out."
Reporters noticed that Ralph Lauren is not the only "victim". Some brands with sufficient inventory and quick after-sales refunds have also become the choice of many users when making small orders. Uniqlo briefly shut down its fast refund channel due to the surge in refund users. Is it time to upgrade the full reduction mechanism of
?
Some media reported that the high return rate of e-commerce platforms once overwhelmed a seven-year-old store. Some merchants told reporters that there will be no traffic if they don’t cooperate with the platform during the big promotion period. However, it is a high probability event in recent years that they will not make money if they comply with the platform’s game rules. If the platform is under pressure for a long time, they will be forced to leave the market.
Industry insiders pointed out that during major promotions, collecting orders for full discounts has always been controversial. Users put together orders in order to enjoy discounts, go to great lengths to select suitable products, and are even forced to purchase products they don’t need much.
After the platform allowed refunds by default, "collect first and then refund" although it improved the GMV during the big promotion period and made the transaction figures very brilliant and beautiful, in fact not only users were tired, but also the merchants who were selected as the "artifact for collecting orders" were also affected. caused harm.
In this regard, many netizens said
This is no way
It is a last resort
Some people say
Consumers do not take the blame
Others are concerned about
How to protect the interests of merchants?
Have you applied for a return of some "single items" this year?
?
source | Xinhua Newspaper Network·Xinhua Daily, CCTV News, Morning News, Guangzhou Daily
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