Tmall'S "False Prosperity": Return Rate Soaring

Double 11 return rate soaring: false prosperity?

Tmall's double 11 big promotion 57 billion 112 million yuan, let the power of the electric business once again show.

However, after more than a month of double 11, over the past 11 years, the sequelae began to appear, that is, the rate of return has begun to soar, but this year's highest data is much higher than in previous years, indicating that behind this electric business feast is a sign of false prosperity.

According to Tmall's top ten list of double 11 turnover this year, it was found that the return rate of the latest 30 days of the women's clothing brand Han Du Yi house with a turnover of 279 million yuan and a turnover of 11 yuan this year was 64.09%, while that of the other men's brand JACK&JONES, which was followed by seventh, was 30 days later, and the return rate was as high as 38.25%.

Tmall website also showed that the return rate of the garment industry belonging to the two brands was 10.09%, indicating that the return rates of the two brands were 5 times and 2.5 times higher than that of the industry respectively.

On the other hand, some media reported that after 2012 double 11, the return rate of some businesses was as high as 36%, of which the return rate of clothing was 20%, while the return rate of some businesses reported by the media in 2013 was 25%, and the highest figure was 40%.

Zhang Jianfeng, President of Taobao, responded to the Taobao double 11 return rate in an interview earlier this month. He predicted that the return rate of double 11 Taobao in 2014 should be a single digit instead of ten figures.

Han Du Yi house and JACK&JONES did not comment on the data.

Reporters from Tmall platform statistics show that clothing products into the hardest hit areas.

As of 20 hours at 0:00 hours in December 23rd, the return rate of Han Du house in nearly 30 days was 64.09%, and the number of returned products was more than 180 thousand times.

While UNIQLO although the return rate of 19.12% is not high, but the number of returns is still high, reaching 175565, JackJones flagship store nearly 30 days.

For 38.25%, return 65947 times.

In this data form, although the refund rate is not high, only 7.36%, but the number of refunds has reached 74991 times, ranking third.

For the reasons for the higher return rate, Tmall official website has reported three rebates due to quality problem refund, no refund for goods and buyers no reason to refund, but there is still a large proportion of the data not listed in the official reasons.

In addition, there are many reasons for the sharp rise in the return rate, but the reason has not been confirmed.

A Taobao seller told reporters that when the freight insurance was returned, buyers would not have to bear the cost of sending back the freight, which would undoubtedly increase the return rate.

After 11 pairs of revelry, a large number of returns will also have a serious impact.

A seller in Dongguan told reporters that some of the returns would be dealt with at a discount, affecting the gross margins of businesses.

A more direct loss is the goods that have been mailed or sent, at least losing freight, packing and labor costs.

But in the double 11 activity, most shops sell less than the usual price, plus a lot of goods and staff overtime, which makes it more difficult for businesses to make profits in the "double 11" boom.

On the other hand, the huge delivery and return volume of double 11 also increased workload for the express companies in the era of meager profits.

According to an express delivery man in Tianhe District and large area of Guangzhou, after double 11, the delivery of the area is about three percent higher than usual, most of which are online purchase returns.