Online shopping is fashionable and more trend. Many home furnishing companies have been desperately embarking on e-commerce in recent years, but the quality of online shopping products is not satisfactory. Recently, several "quality door" incidents have involved home online stores, Jingdong. Large-scale e-commerce platforms such as shopping malls and Taobao have even listed the “black list†of quality. All kinds of quality scandals have caused a thick shadow on the online shopping household items. How to ensure product quality has become a problem to be solved. The industry believes that the low price of online shop opening leads to uneven product quality. It is a good strategy to choose a well-known brand and a business under the cable.
Online shopping quality scandals frequently
Online shopping looks beautiful, but the quality is terrifying. Recently, home online stores have frequently exposed quality scandals, which has made people deeply question whether the online shopping items are safe.
On May 19, the Beijing Consumers Association released silk comparison test results, 19 of the 40 test samples did not meet the national standards, accounting for 47.5% of the total number of samples, of which 7 were purchased from online shopping platforms. There are actually 4 quality problems in the sample, more than half.
It is very concerned that most of these online shopping platforms with unsatisfactory sales quality are famous. For example, the "cotton flower" brand cotton auspicious silk jacquard silk sold on the Suning Tesco platform is markedly inconsistent with the actual content. The fiber content of the fabric is obviously jacquard cloth, 70% cotton, 30% viscose, and the filling is 50%. Silk, 50% kapok, the measured fabric is only 45.8% cotton, 54.2% polyester fiber, the filler becomes 24.6% silk, 75.4% viscose and trace other fibers; Jingdong Mall sells "Xiangli" The small jacquard silk was detected. The quality deviation rate of the filler did not meet the requirements of the national standard. The old GB18401-2003 standard was implemented. The “Shengyu†brand silk quilt sold by No. 1 shop and the Suning Tesco "Waijiafang" enjoys the problem that the silk content in the spring and autumn is inconsistent with the actual content of the fiber.
The phenomenon that the quality of household products does not meet the requirements of national standards is not only found in the online shopping of silk quilts. As early as a month ago, in the 50 mattress comparison test released by the Municipal Consumers Association, half of the products were unqualified, and inferior materials such as straw and stone powder acted as fillers, and the highest formaldehyde exceeded the standard by 30 times. There are many large-scale e-commerce websites purchased from Taobao, Jingdong Mall, Amazon, and No. 1 shop.
In addition to official notifications, consumer quality complaints also point to online stores. At the beginning of April, Ms. Yang, a woman from Changsha, Hunan, purchased a pair of solid wood blocks at the Yijia tribe furniture flagship store in Tmall Mall, which was used as a desk stand. When the "May 1" tour came back, I found that the worms and eggs in the house were all under the table. It turned out that the two solid wood blocks were long black fungus, and one was covered with white fungus!
Quality is difficult to control into an industry problem
The quality scandal has been exposed one after another, pushing online shopping items to the cusp of the wind, how to monitor the quality of online home products has become a realistic problem in front of the home industry.
Traditional home sales channels have multiple means to monitor product quality. Real estate, Red Star, Meikailong and other hypermarkets have strict quality control system, carefully selected for all the settled brands, and blocked the poor quality, established a market barrier; unified home, Henry Dai, etc. The independent store's home brand pays great attention to credibility and reputation, and has strict control over quality. Chen Tao, president of Unification Home, said that in order to ensure product quality, all stores are directly operated, from production, testing, logistics to sales. Control; even if it is a new model of online and offline combination, it also has a strong brand awareness. Through online selection and offline experience, it can basically solve the quality problem.
Regardless of the traditional hypermarket channel, independent store model, or the new O2O online and offline combination mode, the quality of home products can be well protected. Why is the quality of network channels difficult to monitor? Pan Shouzheng, a senior e-commerce person, believes that online supervision is out of control mainly because of three reasons: on the one hand, under the effect of bad money expelling good money, merchants lose self-monitoring function, most merchants attract consumers at low prices, at the price In the case of infinitely low, it is natural to have shoddy and fake situations. On the other hand, large electronic trading platforms such as Taobao, Jingdong Mall, and No. 1 shop do not have the ability to sample products, and can only do business afterwards. In addition, consumers themselves do not have the professional ability to judge the quality of products. “Consumers cannot cut the purchased silk to detect whether it is silk or not, and it is impossible to judge whether the formaldehyde content of the furniture exceeds the standardâ€.
Most small and medium-sized businesses in the network only look at sales volume, and they are not eager to pay attention to quality; the supervision of large-scale electronic trading platforms is weak, and the way of punishment afterwards makes the merchants hold the lucky feelings, and they are not affected by complaints and reports; The difficulty of being more difficult than quality is difficult to distinguish between true and false. Three factors make online shopping like a fog, and the quality monitoring of products does not need to be solved.
Online shop threshold is low quality
The threshold for opening a store online is extremely low. Whether you are looking for someone to work or purchase from some factories, you can start trading with a picture, so some simple online stores can shoot for a shot. A shot, if you can't, go bye, or change a brand to come back. These businesses that do not have long-term plans and only make quick money are flooding the online shopping platform, which directly leads to the proliferation of low-quality products, which gives people the impression that "the online shopping price is cheap and the quality is very poor."
"Online purchase of household items should take more time, carefully compare, can not only blindly buy at low prices." Pan Shouzheng believes that the choice of the brand's official flagship store is relatively reliable, "branders still pay great attention to product quality, credible Higher degree, because once the quality problem occurs, the brand has a greater impact."
"It is best to choose the store under the cable experience store, so that you can enjoy the preferential price of online shopping, you can also personally select the style, color and material of household items under the line, and you can also feel the service at the scene." Shangpin home with Beijing company Gao Shen, the general manager, reminded consumers that “in addition to products, services are also very important. In the Beijing market, 40% of customers in the home market are signed online, but in the end they will go to the offline experience store to see.â€
The industry believes that e-commerce is also an opportunity for the home industry. In the past, many home furnishing companies thought that entering the era of e-commerce, offline stores would become a burden, and the advantages of outlets everywhere would no longer exist. In fact, home furnishing enterprises should do well. E-commerce can't be separated from the physical store. Merlot, which used to sell online exclusively, is now starting to frantically open the offline experience store, which is the best example of adapting to market demand. “For online home stores without brands, shopping is still very cautious.â€
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